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?