Content Everywhere - DistilledLive London Meetup, May 30 2013

BRIDGET RANDOLPH

SEO Analyst, Distilled

[email protected]

@BridgetRandolph

“Content Everywhere”: What Does It Mean and

How Do I Use It?

BRIDGET RANDOLPH

In 2012, global mobile data traffic was 12x the size of the entire Internet in the year 2000.

@BridgetRandolphBridget Randolph

ALL Global Internet Traffic in 2000

Global Mobile Traffic in 20120

200

400

600

800

1000

75

885

petabytes/month

So we need mobile-friendly websites.


But “mobile” isn’t just one thing


It’s aMultiscreen World

Responsive Design.

Image/Graph etc.

Bridget Randolph @BridgetRandolph

Responsive Design = mobile-friendly webpages


But…

CONTENT != WEBPAGE


LAYOUT = WEBPAGE


CONTENT

• Timeline

• Related Topics

• Other Posts by

This Author

• BUY button

• Navigation

• Social Buttons

LAYOUT

• Sidebar

CAN BE


REAL WORLD EXAMPLE

StarbucksImage/Graph etc.


REAL WORLD EXAMPLE

Starbucks


REAL WORLD EXAMPLE

StarbucksImage/Graph etc.


REAL WORLD EXAMPLE

Starbucks


How Do We Fix This?


Content Everywhere.

CONTENT EVERYWHERE

• What Is It?• How Does It Work?• Why Should I Care?


a system for managing our content

across multiple platforms and channels


Responsive Design…

but for content.


This system enables us to…


…stop doing extra work.

Image/Graph etc.


EXAMPLEA print publication decides to go onlineImage/Graph etc.


So they create an online edition.(So far so good.)

REDLOOKMagazineOnline

FeaturesFeature 1Feature 2Feature 3Regular Columns

Cover StoryBy Author Byline

LONDON, UK., -- Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore

Ad

Ad


Lots of mobile traffic, so they create a mobile edition with a mobile-friendly layout.

(Still, so far so good.)

REDLOOKm.online

Cover StoryBy Author

LONDON, UK., -- Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliq

Mobile edition.Tablet edition.

Mobile app for iOS.Mobile app for Android.

Tablet app for iOS.Tablet app for Android.

Email campaigns.Social media.

Instapaper.


We need a better way to…

COPE.


CreateOncePublishEverywhere


Stop making more content, start building

systems.

Sara Wachter-Boettcher

from Content Everywhere: Strategy and Structure for Future-Ready Content, December 2012, Rosenfeld Media


…stop making more VERSIONS

of our content, that is.


How Does It Work?

3 Steps:

1. Categorise Your Content2. Create the Relationships3. Implementation


Step 1: Categorise Your Content

We need to take our unstructured “blobs” of content and turn them into structured

“building blocks”.

Categorise Your Content

(What’s a blob?)



The goal is…



…to understand the

purpose and meaning of each piece of content



instead of



Creating Content for Content’s

Sake



Content Audit



Divide Content into “Types”, or Categories

ALL CONTENT

Feature Article

Author Profile

ReportCase Study

Recipe Review



Divide each “Type” into “Elements”, or Building Blocks

FEATURE ARTICLE

Headline/Title

Main BodyImage

Related Articles

Author Teaser Paragraph



Step 2: Create the Relationships

Content ModelsImage/Graph etc.

Create the Relationships


1) Model the Relationships between Types

Dish

Event/Holiday

Recipe

Menu

Ingredient

Cuisine



2a) Model the Relationships within a TypeEXAMPLE 1 – Grocery Store

Recipe• Title• Byline• Teaser• Image• Instructions• Ingredients• Nutritional Info• Yield• Cooking/Prep Time

Store Category

Specialty Diet



2b) Model the Relationships within a TypeEXAMPLE 2 - Epicurious

Recipe• Title• Byline• Publication Attribution• Yield• Active Time• Total Time• Teaser Description• Image• Ingredients• Preparation• Wine Pairings• Reviews• Main ingredients• Type• Dietary considerations• Related Menus• Related Recipes

Recipe Types

Related Wines

Related Menus

Reviews

Related Diets

Related Recipes



Specify a Hierarchy

using conditional rules and three main criteria:



MEANING: “Keep image thumbnail beside title at all times.”



PRIORITY: “Call to Action button

should always be below the title and teaser but as close

to the top as possible.”



RELATIONSHIPS: “Author byline should

always be directly below the title.”



Markup



Markup: Tags vs Formatting

<headline/><author/>

<call to action/>

• bold, 20pt• link to author page• big green “BUY” button

instead of

SEMANTIC MARKUP

PRESENTATIONAL MARKUP



We need to give our content a standardised, flexible structure instead of just editing its

format each time we use it.

STRUCTURE<h1></h1>

<attribute=‘author><type=‘timeline’/>

FORMAT<font=“TrebuchetMS”>

<font-size: 20pt><font-color: blue>

vs


You wouldn’t create a responsively designed webpage layout with formatting.

It’s the same principle.


Remember:

MARKUP != SCHEMA.ORG



HTML• Microformats• HTML5 Microdata• Schema.org

Structural• XML• RDF• OWL• DITA



Does it matter which one you use?



Not really.



The important thing is to



Create STRUCTURE, not FORMATTING.



Step 3: Implementation

You’ll need to work with your developers to customise your CMS

Implementation


Ok, this is pretty COOL!Image/Graph etc.


But I do SEO, not Content Management Systems.


Why Should *I* Care?

Don’t be so GRUMPY!Image/Graph etc.


TL;DRWe should care because


it makes our lives easier


and


improves the overall user experience.


But also…


4 key areas for SEO


1. better internal linking


REAL WORLD EXAMPLEArizona Board of Tourism

Image/Graph etc.


REAL WORLD EXAMPLEBBC Wildlife Finder

Image/Graph etc.


2. content hubs for money keywords


REAL WORLD EXAMPLEBBC Food – “dish” pages

Image/Graph etc.


REAL WORLD EXAMPLEBBC Food – “ingredient” pages

Image/Graph etc.


Results

BBC Food saw an increase of

more than 150,000 visitors weekly from search alone

and

Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million.


3. better CRO/UX


REAL WORLD EXAMPLE

Starbucks


4. structured data


SEOs LOVE Structured Data.


*I* love Structured Data.

Structured Data


WHY?


Because it does my job for me.


My Job = explaining to the search engine

what my website is about


Structured Data =

Rich Snippets and Better SEO


You can’t use it mindlesslyImage/Graph etc.


So Use It Wisely.

The Content Everywhere system will not…


Help with device-, site-, or page-specific content or features

Image/Graph etc.


Prevent duplicate content issues


It’s a System, NOT a Strategy

Strategy tells you what, when, how to create

VS.

Systemgives you a framework to

deliver your content


Hopefully, you’re convinced.


What’s the takeaway?


We want to create flexible content so that our audience can

find it, use it, learn from it, share it, and love it.

…read it.

It’s all about future-proofing your content.

You don’t have to implement it all at once.

But something is better than nothing.

(PROTIP: Don’t be a Starbucks)

So let’s start planning for the future.

(you don’t really have a choice)

Thanks.Any questions?

BRIDGET RANDOLPH

[email protected]

@BridgetRandolph

Read the Book.

Content Everywhere: Strategy and Structure for

Future-Ready Content

by Sara Wachter-Boettcher,

December 2012, Rosenfeld Media.

Image/Graph etc.


NotesSources:

Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.htmlContent Everywhere book: http://rosenfeldmedia.com/books/content-everywhere/Sara Wachter-Boettcher blog: www.sarawb.com Karen McGrane blog: www.karenmcgrane.comA List Apart: http://alistapart.com/

Image Credits:

Mobile devices Image: http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpgStarbucks example: www.starbucks.com/coffee/dark/espresso-roast Lazy College Senior meme: http://knowyourmeme.com/photos/262971-lazy-college-seniorMagazine Cover: www.fakeazine.com blob: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDgbuilding blocks: http://www.linvio.com/images/pmtx/building_blocks_med.jpgCool Obama: http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpgGrumpy Cat: http://www.catster.com/files/original.jpgArizona Board of Tourism: http://arizonaguide.com/places-to-visit/north-central-arizona/sedonaBBC Examples: www.bbc.co.uk/wildlifefinder AND www.bbc.co.uk/foodRich snippets image: http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.pngRyan Gosling Meme: www.memegenerator.comContent buzzword wordcloud: https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg Dilbert comic strip image: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpgContent Everywhere book cover: http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gif


http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html



http://rosenfeldmedia.com/books/content-everywhere/

http://www.sarawb.com/

http://www.karenmcgrane.com/

http://alistapart.com/

http://alistapart.com/

http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpg

http://www.starbucks.com/coffee/dark/espresso-roast

http://knowyourmeme.com/photos/262971-lazy-college-senior

http://knowyourmeme.com/photos/262971-lazy-college-senior

http://www.fakeazine.com/

https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDg

http://www.linvio.com/images/pmtx/building_blocks_med.jpg

http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpg

http://www.catster.com/files/original.jpg

http://arizonaguide.com/places-to-visit/north-central-arizona/sedona

http://www.bbc.co.uk/wildlifefinder

http://www.bbc.co.uk/food

http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.png

http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.png

http://www.memegenerator.com/

https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg

https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg

http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpg

http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gif

Technology

Content Everywhere - DistilledLive London Meetup, May 30 2013