Content Ownership — Tyson Stockton & Jordan Koene // Previsible

PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into content. When we think about who needs SEO education the most, content writers may come to mind first. Unfortunately, executives and sponsors are often overlooked when they are the ones making the content initiative investments. Today, Jordan and Tyson discuss content ownership.
About the speaker

Jordan Koene

previsible.io

- previsible.io

Jordan is the Founder and CEO at PreVisible, which provides SEO consulting and education to global brands. Their mission is to help brands build their online search strategy and execution.

Show Notes

  • 02:41
    Addressing critical groups for a successful content initiative
    The three groups include content writers, project leads, and executives. SEO education for these groups will vary.
  • 04:34
    SEO empowerment for content writers
    Make sure writers understand how search works, especially in relation to your company. Its critical that the education is specific to the individual.
  • 09:08
    Keyword research and content writers
    Teach writers to go through the process of identifying keyword opportunities. Provide direction on necessary keywords and enable them to do research on their own, using the tools.
  • 12:34
    How SEOs can support project managers
    Its critical that SEOs improve their workflow, not disrupt it. For example, using SEO tools to improve performance on existing content and generate insights faster.
  • 18:43
    Educating managers and executives on content initiatives
    Set clear expectations on performance, production, and Google indexing timelines. This way, all stakeholders are aligned in terms of the type of content being created.

Quotes

  • "Ensure writers understand what Google's looking at when it comes to authority, trust. And what factors would be useful in their writing to enable Google to better understand those key ingredients." -Jordan Koene, Co-Founder, PreVisible

  • "I've had success with writers explaining how Googles understanding of content is so much more sophisticated than it used to be. Now, it's about how they're addressing a topic as a whole." -Tyson Stockton, Co-Founder, PreVisible

  • "The best tool you can create is a simple loom video or deck that you can circulate. It's the ability to circulate the same presentation around how search works to everybody in your company." -Jordan Koene, Co-Founder, PreVisible

  • "The most empowering keyword research that you can do for a writer is teach them how to do it." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Project managers number one priority is hitting those deadlines. So, showing that you're not going to disrupt that is a key element." -Tyson Stockton, Co-Founder, PreVisible

  • "When workflows are well documented, take their existing workflow and show where SEO can support it. If it's not well documented, create that workflow." -Jordan Koene, Co-Founder, PreVisible

  • "Instead of focusing on new content, sometimes pivoting and focusing on optimizing existing content can be a huge value add." -Jordan Koene, Co-Founder, PreVisible

  • "When there is a mismatch between the writers, owners, and SEO organization around content types, there's a lack of continuity needed to generate growth." -Jordan Koene, Co-Founder, PreVisible

  • "Executives dont only want performance numbers you expect to get, they expect to know the timeline to produce the content. And what is the timeline of Google indexing, then showing up in search." -Tyson Stockton, Co-Founder, PreVisible

About the speaker

Jordan Koene

previsible.io

- previsible.io

Jordan is the Founder and CEO at PreVisible, which provides SEO consulting and education to global brands. Their mission is to help brands build their online search strategy and execution.

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