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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
HOW TO BUILD
INTO CONTENT
STRATEGY
SEO
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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI
WWW . REI . COM
TWITTER @ JCOLMAN
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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
CAN HUMANS
LIVE WITH…
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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
ROBOTS?!
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Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
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Logo copyright © REI - http://www.REI.com/
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Logo copyright © REI - http://www.REI.com/
CORE VALUES MATTER.
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Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
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Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
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Logo copyright © REI - http://www.REI.com/
AT REI WE INSPIRE,
EDUCATE, AND OUTFIT
FOR A LIFETIME OF
OUTDOOR ADVENTURE
AND STEWARDSHIP.
HEY, THAT’S CONTENT STRATEGY… RIGHT IN OUR MISSION!
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Logo copyright © REI - http://www.REI.com/
AT REI WE VALUE
AUTHENTICITY,
TRANSPARENCY, AND
FRIENDLY EXPERTISE.
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Logo copyright © REI - http://www.REI.com/
SO I HAVE A LITTLE
CONFESSION TO
MAKE TODAY…
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I DON’T KNOW
ABOUT CONTENT
STRATEGY.
ANYTHING
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DON’T TWEET THAT!
MY BOSS MIGHT FIND OUT.
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OK, OK… I MIGHT BE
A LITTLE BIT.
EXAGGERATING
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AFTER ALL,
I DID READ
THIS BOOK.
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MY BACKGROUND AND
EXPERIENCE IS IN
SEO Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
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Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.
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Image copyright © Blyzz - http://www.flickr.com/photos/blyzz/5329087821
YEAH. I’M ONE OF
THESE GUYS.
A NERD.
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BOTTOM LINE:
BAD SEO IS A
DISASTER.
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GOOD SEO IS
VERY HELPFUL.
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SO LET’S BUILD A BRIDGE:
BETWEEN CONTENT STRATEGY OVER HERE
Image copyright © Francisco Diez - http://www.flickr.com/photos/22240293@N05/3849106201
…AND SEO OVER HERE
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WHY? SEOs NEED YOUR HELP.
SO DO THEIR CUSTOMERS.
SO DO THE SEARCH ENGINES.
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WHY? YOU NEED HELP FROM SEOs, TOO
*
* YOU JUST DON’T KNOW IT YET!
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CORE VALUES MATTER.
SO WE’LL START BY
EXPOSING A FEW OLD
MYTHS Image copyright © jaredflo - http://www.flickr.com/photos/jaredflo/219190131
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Image copyright © David July - http://www.flickr.com/photos/mountsutro/4667697699
MYTH #1:
YOU CAN SHORT-CUT YOUR WAY TO SEO
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REALITY: SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
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REALITY: SUSTAINABLE SEO
REQUIRES LONG-
TERM INVESTMENT.
IN LATE 2007, WE BEGAN INVESTING IN SEO. WE’LL FIND OUT THE RESULTS IN ABOUT 19 SLIDES FROM NOW…
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Image copyright © alsis35 - http://www.flickr.com/photos/alsis35/7325200906
MYTH #2:
YOU HAVE TO SPAM TO RANK
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REALITY: ENGAGING CONTENT
IS MORE IMPORTANT
FOR SEO THAN EVER
BEFORE.
Image copyright © unknown - http://img.gawkerassets.com/img/181jyg51mqy12jpg/original.jpg
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SPAM CAN’T
DO THIS
Image copyright © Radian6 - http://www.radian6.com/blog/2012/10/how-red-bull-stratos-successfully-soared-across-social-media/
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RANK MUST
BE EARNED.
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RANK MUST
BE EARNED.
SPAM CAN’T GET THESE RANKINGS FOR A BRAND NAME SEARCH
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AS WELL AS
CLICK-THROUGH.
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AS WELL AS
CLICK-THROUGH.
“RICH SNIPPETS” INCREASE USER CLICK-THROUGH BY UP TO 30%
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NOT TO MENTION
CONVERSION.
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NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”
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NOT TO MENTION
CONVERSION.
HERE’S THE STRUCTURED CONTENT DRIVING OUR “RICH SNIPPETS”
ORIGNAL, BRAND-DRIVEN PRODUCT INFORMATION WRITTEN BY OUR TEAM OF IN-HOUSE EXPERTS
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MYTH #3:
SEO TAKES AWAY FROM MY OTHER EFFORTS
Image copyright © dfb - http://www.flickr.com/photos/geodanny/7031816979
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REALITY: THESE ALL WORK
BETTER TOGETHER
THAN THEY EVER
COULD APART.
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
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YOU CAN EVEN USE
SEO METRICS TO
CREATE BUSINESS
CASES TO SUPPORT
YOUR OTHER WORK.
Image copyright © Rand Fishkin/SEOmoz - http://www.seomoz.org/blog/inbound-marketing-is-taking-off
$$$
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FOR EXAMPLE, WE
USED SEO TO
SUPPORT WEB
PERFORMANCE
ENHANCEMENTS
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MYTH #4:
SEO IS FOR ROBOTS, NOT PEOPLE
Image copyright © whirledkid - http://www.flickr.com/photos/whirledkid/3263379234
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REALITY: ROBOTS DON’T HAVE
CREDIT CARDS. SO
THEY’RE NOT OUR
AUDIENCE.
Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6280507539
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BUT HUMANS
DESIGN ROBOTS…
Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
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BUT HUMANS
DESIGN ROBOTS…
THERE’S PART OF
US INSIDE THEM.
Image copyright © unknown - http://i.stack.imgur.com/pcXBR.jpg
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ROBOTS ACT AS
OUR PERSONAL
WAYFINDING
AGENTS.
Image copyright © Jonathon Colman
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WE USE THEM TO
FIND THE THINGS
THAT WE NEED
Image copyright © Jonathon Colman
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DESIGN FOR REAL
PEOPLE, ACCOUNT
FOR THE ROBOTS
Image copyright © bre pettis - http://www.flickr.com/photos/bre/155276746/
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MYTH #5:
SEO IS JUST ABOUT TEXT
Image copyright © dwyman - http://www.flickr.com/photos/dwyman/92490928
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REALITY: THE GOOGLE
KEYWORD TOOL IS
NOT AN EDITORIAL
DICTATOR.
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KEYWORD VOLUME
IS NO SUBSTITUTE
FOR EDITORIAL
GOVERNANCE.
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WRITE AND DESIGN
FROM YOUR
AUDIENCE’S NEEDS
OUT, NOT FROM THE
KEYWORDS IN.
Image copyright © Note Booker, Esq. - http://www.flickr.com/photos/notebookeresq/4798286779/
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KEYWORD RESEARCH CAN’T DO THIS. Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
CLICK HERE TO WATCH THIS VIDEO
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SEARCH ENGINES
REWARD YOU FOR
BUILDING BRANDS,
NOT FOR USING
KEYWORDS
Video copyright © Dollar Shave Club - http://www.dollarshaveclub.com/
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MYTH #6:
SEO IS JUST ABOUT LINKS
Image copyright © ravages - http://www.flickr.com/photos/ravages/2831688538
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REALITY: GOOD LINKS ARE
IMPORTANT, BUT
GOOD EXPERIENCES
ARE ESSENTIAL.
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NEED TO BUILD
LINKS? START BY
BUILDING OUT
GREAT CONTENT.
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MYTH #7:
YOU HAVE TO BUY LINKS
Image copyright © 401(K) 2012 - http://www.flickr.com/photos/68751915@N05/6355388579
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REALITY: THIS IS, FINALLY,
NO LONGER TRUE.
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GOOGLE’S PENGUIN
UPDATES PENALIZE
PAID LINKS
Image copyright © unknown - http://www.gifbin.com/981126
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…BUT IT DOESN’T
HELP THAT LINK
SELLERS ARE STILL
IN THE INDEX.
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Image copyright © howzey - http://www.flickr.com/photos/howzey/2129104204
MYTH #8:
SEO IS DEAD
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REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
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REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
BUT I’LL BELIEVE
THE DATA.
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REALITY: YOU CAN BELIEVE
WHAT YOU LIKE…
BUT I’LL BELIEVE
THE DATA. LOOKS LIKE THAT EARLY INVESTMENT PAID OFF!
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BELIEVING THE
MYTHS.
STOP
Image copyright © nadi0 - http://www.flickr.com/photos/nadio/385590715
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SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
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SEO WORKS BEST
WHEN IT’S BUILT
INTO CONTENT
STRATEGY
YES, SEO IS THE
CAN OPENER.
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8 WAYS TO BUILD
SEO INTO YOUR
DAILY CONTENT
STRATEGY WORK
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STAKEHOLDER INTERVIEWS
• ASK HOW THEY FIND AND SEARCH THE WEB SITE
• ASK THEM TO KEEP A DAILY SEARCH DIARY
• ASK THEM ABOUT THE KEYWORDS THEY CARE ABOUT, LOOK OVER COMPETITION’S CONTENT
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CONTENT AUDIT
• DO NOT INCLUDE RANK; INCLUDE TRAFFIC AND AVG. CONVERSION
• INCLUDE METADATA, NOT JUST <META> CONTENT; DO NOT INCLUDE <META> KEYWORDS
• INCLUDE COMPETITIVE LINK-GRAPH AND SOCIAL-GRAPH DATA
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Image copyright © Relly Annett-Baker - http://24ways.org/2011/extracting-the-content
PAGE TABLES
• INCLUDE FINDING/ENTRY METHODS, WHETHER OR NOT THEY INVOLVE SEO
• THEN REVIEW ALL THE POINTS OF ENTRY TO THE PAGE BEING DESCRIBED
• ADD DETAILS ON YOUR CONTENT’S PRIMARY COMPETITORS AND DIFFERENTIATORS
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TEMPLATES
• INCLUDE VARIABLES FOR SEARCH AND SOCIAL METADATA (SUCH AS FACEBOOK OPENGRAPH, RDFa, OR SCHEMA.ORG)
• DO NOT REQUIRE <META> KEYWORDS
• ENSURE ALL CONTENT PUBLISHED IS ADDED TO AN XML SITEMAP
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METADATA
• MOVE BEYOND <META> CONTENT INTO METADATA
• BE FORWARD-THINKING AND PROGRESSIVE; SEARCH ENGINES ARE JUST BEGINNING TO CONSUME AND USE THIS
• BEGIN THINKING ABOUT HOW METADATA WILL BE PERCEIVED WITHOUT THE BENEFIT OF CONTEXT
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Image copyright © Erin Scime - http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story
THE CONTENT LIFECYCLE
• INCLUDE SEO WHEN WORKING ON AUDITS, TAXONOMY, METADATA, STANDARDS, AND QA/QC
• MAKE SEO A SHARED RESPONSIBILITY; ONE PERSON CAN’T DO IT ALL
• BUILD SEO ADVOCATES IN OTHER DISCIPLINES
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Image copyright © Jonathon Colmant - http://www.flickr.com/photos/jcolman/542404001
GOVERNANCE
• DOCUMENT YOUR SEO STANDARDS, BUT DON’T STOP THERE
• INCENTIVIZE STAFF TO SUPPORT STANDARDS, INCENTIVIZE MANAGERS TO EVALUATE THEIR STAFF’S SUPPORT
• MEASURE THE IMPACT BY PAGE TEMPLATE FAMILY, NOT BY KEYWORDS
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EDITORIAL CALENDAR
• GIVE SEO LOTS OF LEAD TIME
• INCENTIVIZE PARTNERSHIPS BETWEEN SEO AND SOCIAL MEDIA IN CONTENT CAMPAIGNS
• INCLUDE TOUCHPOINTS FOR MEASUREMENT AND REPORTING
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NOW I KNOW
WHAT YOU’RE
THINKING…
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“ WHAT’S IN IT FOR ME?”
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CORE VALUES
MATTER. WHAT
ARE YOURS? Image copyright © Oberazzi - http://www.flickr.com/photos/oberazzi/318947873
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YOUR CONTENT
STRATEGY CAN
DRIVE EVEN MORE
TRAFFIC AND
BUSINESS GROWTH
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YOU CAN IMPROVE
DISCOVERABILITY,
FINDABILITY, AND
USABILITY FOR
YOUR CUSTOMERS
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YOU CAN USE SEO
TO GET MORE
RESOURCES FOR
YOUR WORK
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YOU CAN BETTER
MEASURE THE
IMPACT OF YOUR
EFFORTS…
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…AND USE THAT DATA
TO SHARE YOUR STORY.
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ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
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ARE YOU LOOKING
FOR WORK? WANT
TO GET PAID MORE?
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LEARN SEO.
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HERE’S THE BEST
PLACE TO START SEOMOZ.ORG/BEGINNERS-GUIDE- TO-SEO
Image copyright © SEOmoz
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WHAT CAN SEO AND CONTENT
STRATEGY ACCOMPLISH TOGETHER?
LET’S FIND OUT…
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WE MADE IMPLICT
EXPERTISE
EXPLICIT AND
FINDABLE
HUNDREDS OF “EXPERT ADVICE” ARTICLES DRIVES HUNDREDS OF THOUSANDS OF NEW PEOPLE TO DISCOVER REI
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WE TRANSFORMED
THAT CONTENT
INTO VISUAL,
SHAREABLE DATA
AND OUR CREATIVE AND MERCHANDISING TEAMS WERE ENGAGED BY THIS INFORMATION DESIGN CHALLENGE
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WE REACHED NEW
AUDIENCES WITH
EARNED MEDIA
CONTENT MARKETING SHOULD BE PART OF EVERY CONTENT STRATEGY – AND YOU SHOULD BE FLUENT IN THE ANALYTICS
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WE LEVERAGED
NEW METADATA
FORMATS FOR
INTEROPERABILITY
THESE ARE ACTIVE ACROSS OUR ENTIRE PRODUCT CATALOG, DRIVING TRAFFIC RIGHT WHERE WE WANT IT: OUR PRODUCTS!
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WE CONSTANTLY
PROVE THE VALUE
OF STRUCTURED
PRODUCT INFO.
ADHERENCE TO GOVERNED SEO STANDARDS IS PART OF THE WAY OUR IN-HOUSE TEAM IS EVALUATED
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WE HELP BUILD
SKILLS AND
COMMUNITIES
ACROSS CHANNELS
REI IS THE LARGEST OUTDOOR EDUCATOR IN THE UNITED STATES BY NUMBER OF PEOPLE TAUGHT
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WE LINKED DATA
WITH CONTENT TO
AID IN WAYFINDING
AND GREW OUR HYPERLOCAL AWARENESS AT THE SAME TIME BY PROVIDING A VALUABLE SERVICE
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WE AMAZED AND
DELIGHTED OUR
CUSTOMERS
PRO-TIP: SO CAN YOU!
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CONCLUSION AND FINAL THOUGHTS
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CORE VALUES MATTER.
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CORE VALUES MATTER.
WHO VALUES CONTENT
STRATEGY
I’M AN SEO
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BUT I’M NOT
THE ONLY ONE.
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WE WANT TO BUILD
A BRIDGE TO THE
CONTENT STRATEGY
COMMUNITY
Image copyright © State Library of South Australia - http://www.flickr.com/photos/state_library_south_australia/4536634199
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Image copyright © Gane - http://www.flickr.com/photos/gane/5229616694
BRIDGES BRING
PEOPLE TOGETHER,
HELPING US TO
SHARE AND LEARN
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BRIDGES BREAK
DOWN OUR MYTHS
ABOUT THE
UNKNOWN
Image copyright © Jon Person - http://www.flickr.com/photos/jonperson/3952343914
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AND BRIDGES
MEAN BUSINESS.
A LOT OF
BUSINESS.
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Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.
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Image copyright © m.prinke - http://www.flickr.com/photos/mprinke/370602038
LET’S TALK.
FINALLY, BRIDGES
HELP US START
CONVERSATIONS.
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LET’S TALK.
JONATHON COLMAN PRINCIPAL EXPERIENCE ARCHITECT FOR REI
WWW.REI.COM
TWITTER @ JCOLMAN