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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. Little traffic Stale content No defined goals

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Ozarks Public Television

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  1. Ozarks Public Television A case study in content strategy & SEO on the station level August 2012

  2. 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 • Our team’s goals: • Help define goals for OPTV.org • Create a toolkit & process for content strategy • Develop an understanding of station challenges

  3. To-Do List • Content Inventory • Content Audit • Keyword Research • Link-Building Research • Link-Building Outreach

  4. Content Inventory Goal: Establish a baseline for all content on the site; “Where are we now?”

  5. Content Audit • Goal: Identify and evaluate patterns based on the content inventory. • Main findings: • 350+ pages total; lots of stale content • No clear organization • Missing landing pages • Difficult to navigate • Difficult to find video & where to donate • Confusing branding

  6. Keyword Research • Goal: Find potential search terms that people look for and OPTV could provide content about. • 3 characteristics: • Relevance • Search volume • Competition • Ideal: High relevance, large search volume, and low competition

  7. Tools for Keyword Research • Search volume • Brainstorming “Allintitle:” • Competition • Volume • Credibility

  8. Keyword Research

  9. Link-Building Research • Goal is to discover websites that could… • Promote content to engaged audiences • Encourage long-term community relationships • Increase OPTV.org’s “authority” • On the Fast Track: Racing in the Ozarks

  10. 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

  11. 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

  12. Additional Lessons Learned • Honing your instincts & trusting your gut • The power of brainstorming • Talk it out • Go explore the Internet • Don’t get discouraged by “dead ends” • Don’t be afraid to ask for advice if you’re stuck • Numbers matter • You don’t work in a vacuum  Learn to listen!

  13. Questions?

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