aligning content & seo -
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©2013 | BrightEdge Technologies
Content Strategy Search Engines Love … and how you can do it!
Robin Aguilar-Francis – Sr. Manager Search & Web Content, Autodesk
@angelfood
Why web content strategy?
What is web content strategy?
How do I “do” web content strategy?
Agenda
Why web content strategy?
Helps visitors become prospects
Helps prospects become customers
Helps customers become loyal fans*
*But not if it is confusing or fragmented
Average customer is 57% of the way through the decision-
making process before engaging sales Influencing the Newly Empowered Customer, Corporate Executive Board Marketing Research Roundtable, July 2011
Great Web Content
ROI of Content Strategy
Reduce help calls, product returns and revenue loss
Critical to nurture and personalization at scale
Lower content creation, syndication / localization costs via reusable content
Reusable content necessary for responsive design for mobile
• Google explicitly says poor mobile user experience may lose rankings
So, what is web content strategy?
Content Strategy for the Web – Kristina Halvorson
People + Content = Content Strategy
Great! How do I do web content strategy?
Work with web
marketing & business
stakeholders
ID business goals
• Buy
• Try
• Learn
• Community
• KPIs
• ?
ID customer goals
• What are the top purpose of visit for each page type?
• Purchase cycle?
• KPIs
ID SEO & content that satisfy goals
• Size non-branded keyphrase opportunity
• Inventory what you have and how good it is
Mobile will have
different intent – plan
for it
Set Content Strategy Based on Goals
Final wireframes & visual design
Link to relevant content
Set H tags & word
minimums
Information architecture
where content will be housed
Infuse Design with Content Strategy + SEO
PLUS:
• Prototype wireframes with
real content & keywords
• Usability studies test
content relevance and
comprehension
EVANGELIZE with Pretty Pictures
DEVELOPMENT Collaborate
early; Prototype with real content
and keywords
AGILE
Get SEO & content needs
in user acceptance
criteria + code reviews
QA
Discuss functionality; share tools to
find dupe content,
crawlability, etc.
SYSTEMS
Map redirects;
implement at go-live
Ensure Code Benefits SEO + Content Strategy
Content Kickoff SEO Terms Copydeck Handoff
Copy Creation SEO & Editorial
Review
Partner Review Change
Implementation Production Preview Legal Review
Cross-Link Localization Go Live Promote (PR,
Social, External Links)
EVANGELIZE with Stakeholders on What’s Coming
Copydecks w/ instructions:
URL creation
title tags
meta descriptions
keyword usage
link text and where to point
alt text
reusable content
conversion optimization
Implement SEO review
Ensure web editors know SEO basics to maintain during editing / reviews
Work with web production to ensure content is pushed live as designed
Coordinate Content with Search Engines in Mind
Keyphrase research in local
language
Native speaker gut
check for translation + demand
Local link building
post-launch
Translate & Localize for Global Visibility
Work with PR and Social Media
to promote content when:
Useful
Helpful
Interesting
Note: Does not apply to all content
Syndicate the Right Content
A/B and multivariate test to fix confusing, marketing-ese, or not
converting content
Run for 30 days and dig into what is & isn’t working
Iterate!
Analyze, Test & Iterate!
Silver
Ribbon
Winner for
Navigation
tests (B2B)
EVANGELIZE How it Went
Link build!
Review regularly for expiration or
updates (analytics
feedback loop)
Review IA structure for new content
Enable content re-use & add fresh content
when appropriate
Playbooks of content owners,
guidelines, process for
maintenance / governance
Govern Your Content For the Long Term
You can do this. Good luck!
©2013 | BrightEdge Technologies
THANK YOU!
Robin Aguilar-Francis – Sr. Manager Search & Web Content, Autodesk
@angelfood