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Revamping Website Content Strategy for Ozarks Public Television: A Case Study in SEO

Delve into a case study from August 2012 on Ozarks Public Television's content strategy and SEO overhaul. Explore the challenges faced, the strategies implemented, and the impact on the station level. Learn about content inventory, auditing, keyword research, and link-building efforts to drive traffic and engagement.

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Revamping Website Content Strategy for Ozarks Public Television: A Case Study in SEO

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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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