Ozarks Public Television
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Ozarks Public Television A case study in content strategy & SEO on the station level August 2012
description
Ozarks Public Television. A case study in content strategy & SEO on the station level August 2012. Background. Brent Slane handles the entire website . Part of alpha group for Bento migration Problem: One person can’t do it all. Little traffic Stale content No defined goals - PowerPoint PPT Presentation
Transcript of Ozarks Public Television
Ozarks Public Television
A case study in content strategy & SEO on the station level
August 2012
Background• Brent Slane handles the entire website.• Part of alpha group for Bento migration
• Problem: One person can’t do it all.o Little traffic o Stale contento No defined goals
• Our team’s goals:o Help define goals for OPTV.orgo Create a toolkit & process for content strategyo Develop an understanding of station challenges
To-Do List• Content Inventory• Content Audit• Keyword Research • Link-Building Research• Link-Building Outreach
Content InventoryGoal: Establish a baseline for all content on the site; “Where are we
now?”
Content Audit• Goal: Identify and evaluate patterns based
on the content inventory.• Main findings:
o 350+ pages total; lots of stale contento No clear organization
• Missing landing pages• Difficult to navigate• Difficult to find video & where to donate
o Confusing branding
Keyword Research• Goal: Find potential search terms that
people look for and OPTV could provide content about.
• 3 characteristics:o Relevanceo Search volumeo Competition
• Ideal: High relevance, large search volume, and low competition
Tools for Keyword Research
“Allintitle:”
• Search volume• Brainstorming
• Competition• Volume• Credibility
Keyword Research
Link-Building Research
• Goal is to discover websites that could… o Promote content to engaged audienceso Encourage long-term community relationshipso Increase OPTV.org’s “authority”
• On the Fast Track: Racing in the Ozarks
Link-Building Outreach
• Goal: Convince webmasters to feature your content.
• The big question: What’s in it for me?
• Make content easy to find & share
• Make it as personal as possible…within reason
• Different scenarios, different templates
Wrap Up (& Take Off!)• Brent has a clear set of goals for OPTV.org• Plus, he has a set of documents that he can use for
future projects New site map!• We have a better understanding of stations’
problems
Additional Lessons Learned
• Honing your instincts & trusting your gut• The power of brainstorming
o Talk it outo Go explore the Interneto Don’t get discouraged by “dead ends”o Don’t be afraid to ask for advice if you’re stuck
• Numbers matter• You don’t work in a vacuum Learn to listen!
Questions?
