Content Marketing Architecture & Semantics Driving Organic Traffic Growth from Search While Improving CTR Michael Kirchhoff Director of SEO/Product

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1 Content Marketing Architecture & Semantics Driving Organic Traffic Growth from Search While Improving CTR Michael Kirchhoff Director of SEO/Product 1

2 SEO/PP C Strategy QA Social Strategy Training Content Strategy Taxonomy #Share14

3 PennWell, Global Media Company 7 global offices 137 print & online magazines 60 conferences/expos on six continents 118 website serving 10 Industries 15,000+ pieces of content created monthly 2 1/2 SEO staff! #Share14 3

4 Content Drives the Business at PennWell Drive traffic and grow ad revenue Reach current audiences across PW network Reach broader demographic Drive traffic and event registrations #Share14

5 PennWell Achieves Goals with Streamlined Content Strategy Formation Compilation of the Content Vision And Goals Detailed Scope of Activities to Achieve the Goals Content Strategy Formation #Share14

6 We Follow a Proven 3-step Framework for Content Strategy Formation 1.What are we trying to achieve: set short and long-term goals 1.Where do we stand today: audit current performance 1. How will we get there: create/execute content marketing plan #Share14

7 Step 3 - Create/execute Enterprise Content Marketing Plan content strategists must further delve into enterprise information management and architecture... we need to plan for and develop the content systems that help our brands go the distance and not just technological systems, but also for the infinitely more complex people systems Metadata can do far more than boost SEO it can power your navigation and user experience Jonathon Colman Content Strategist at Facebook

8 Content Organization and Optimization Content Content Content Content Organization Personalization / Data Intelligence Platforms 8 / Content Channels Taxonomy/ Ontology Structure Tagging Metadata/ Authorship Use data to Identify explicit & implicit behavior Profile data Content types, topics, shares, comments, Platform referrals Reach Engage #Share14

9 Taxonomy: The Organization and Structure of Content Topic Sub-topic Tertiary-topic Organized by topical coverage Each level is related to the other, but with more specific coverage Renewables Wind Power Wind Power Projects #Share14

10 Content Is Organized Into Taxonomy / Topics, Based On Coverage And Search Behavior 10 #share14

11 Content is Tagged Based On Keyword and Context Which Expands Optimization Training and Metadata 11 #share14

12 Improve Optimization to Expand Content Lifecycle BrightEdge Content Optimizer Objective: Integrate keyword targets into CMS Improves workflow Improves optimization expands content lifecycle Metadata/ classification Content tagging #share14

13 Content Markup Schema.org Articles People Publisher Product Company Address Original Source Canonical Author Metadata #share14 13

14 Content is Displayed Throughout the Website, Based on Topic Tags Tags are pulled from Aggregators Any content, even 3 rd party content, can be tagged and displayed 14 #share14

15 Content Can Display on Multiple Topics 15 #share14

16 The Display of Closely Related Content Improves Engagement and $$$ Semantic Display at Content Level 16 #share14

17 Case & Point: Semantic Results 197% Increase in Page Views 262% Increase in Search Traffic to the content type 207% Increase in CTR (one site had 1,188%) 17 #share14

18 Personalization / Data Intelligence Content Content Content Content Organization Personalization / Data Intelligence Platforms 18/ Content Channels #Share14

19 Personalization Personalization helps drive better engagement with audiences by offering targeted content and products tailored to the individual or audience segment Right content to the user Explicit and Implicit data are important! #share14

20 Personalization Anonymous and Known Users Anonymous User Known User

21 Platforms / Content Channels Content Content Content Content Organization Personalization / Data Intelligence Platforms 21/ Content Channels #Share14

22 Increase Content Performance by Reaching Existing Audiences Combined Audience Reach of XX mm across network

23 Example: Event Photo of the Day Goal: Increase engagement and event awareness from earned & owned media #Share14

24 Event Photo of the Day Referrals Publication Referrals ENL Social Website Sponsor Referrals 1% 8% Search 20% Search Audience Mobile/Apps ENL 43% Social 9% #Share14

25 Takeaways 1. Organize and align your content with audience behavior and interactions in mind 1. Create quality, optimized content to improve lifecycle and reach 2. Display content leveraging semantics / relationships to increase CTR 3. Promote content to existing audiences while attracting new audiences #Share14

26 Thank you! Michael Kirchhoff Director of SEO/Product 26