Provide context
Surface several of the many challenges you face
Convince you to constantly monitor your architecture
Osseous: consisting of or turned into bone
Osseous tissue, is the major structural and supportive connective tissue of the body
"The biggest problems we have are tech problems. Often webmasters [are] trying to be too clever and
give confusing signals. Send clear, consistent and obvious signals.”
John Mueller, Webmaster Trends Analyst, Google
http://managinggreatness.com/2014/01/27/john-mueller-closing-keynote-at-smx-israel/
“The notion of you being the stimulus for search will likely fade. Instead, any change of state will
passively spark these implicit searches that will do things on
your behalf.”
Stefan Weitz, Senior Director of Search, Bing
Search Engines
• Simple linking structure
• Short loading time• High quality pages
Users
• Easy to navigate• Quick to load• Informative, useful
content
Convergence of Tech SEO & UX is helping
McKinsey’s five-step approach
Spending prioritiesMessage definitionMarketing mixSpend efficiencySustainabilityDrive sustainable impact through all the classic organization levers. Instill best-practice capabilities, supported by ROI tools and processes, key performance indicators, and by senior-level behaviors. Make marketing an investment, not a cost center.