Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
- Part 1 Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
- Part 2The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Show Notes
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02:07Using keyword research for storytellingKeyword research informs Clemson Universitys storytelling initiatives, helping to blend institutional messages with audience interests. Ultimately, this process ensures that both viewpoints are included in the content, ensuring value for both parties.
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05:11Challenges of implementing keyword research across a university websiteEducating the numerous contributors to Clemsons expansive site on the value of keyword research is challenging. Equally difficult is providing resources for independent keyword research and teaching them to implement it in their creative and web writing processes.
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06:46Effective strategies for educating stakeholders on keyword researchListen to the goals of stakeholders and demonstrate how incorporating keyword research can help them accomplish those objectives. Furthermore, visualizing the impact of keyword research on performance aids in conveying its value to stakeholders.
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09:41Visualizing the impact of keyword researchGoogle Search Console provides graphs showcasing keyword trends and traffic upticks of increased interest in specific keywords. Additionally, heat maps are instrumental in visualizing engagement and performance of content blocks influenced by keyword research.
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12:46Navigating and communicating impending search changesSEO typically initiates communication about forthcoming search changes. In addition to enabling preparation for changes, this approach justifies the teams pursuit of stronger tools.
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15:17The SEO role within a storytelling teamBeing part of a storytelling team as an SEO offers the advantage of supporting various functions and educating multiple in organic settings during collaborative projects. The main challenge is not being within the web team, but establishing relationships makes it easier.
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18:05Performance metrics for a university websiteIn addition to applications, the primary KPIs include site traffic and site health. Additionally, strategic emphasis is placed on monitoring ranking improvements for branded and growth keywords aligned with the university's intended areas of expansion.
Quotes
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"Whenever we have a storytelling initiative, I'm always doing keyword research to marry what we want to say to what are people curious about related to what we need to say, to provide immediate value for both audiences." - Lainey Graham
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"When educating stakeholders on keyword research, the first step should always be finding out what their goals are. Then, you can demonstrate how to incorporate keyword research to accomplish those goals." - Lainey Graham
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"The benefit of SEO being in a storytelling team is that Im in a support role for many different functions. So, I can educate across many teams in small organic settings as we work on projects together." - Lainey Graham
- Part 1 Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
- Part 2The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Up Next:
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Part 1Keyword research as a starting point for storytelling — Lainey Graham // Clemson University
Lainey Graham, Senior Digital Editor and SEO Manager at Clemson University, delves into keyword research for storytelling. Rarely does SEO sit within the storytelling team, but at Clemson University, this alignment empowers diverse functions with support and education. This unique setup ensures that every storytelling initiative commences with keyword research, effectively uniting the institution's message with the specific demands of the intended audience. Today, Lainey discusses keyword research as a starting point for storytelling.
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Part 2The relationship between on-page SEO & content strategy — Lainey Graham // Clemson University
Lainey Graham, an expert from Clemson University, delves into the connection between on-page SEO and content strategy. In the journey of redesigning clemson.edu, the fusion of content strategy and on-page SEO emerged as pivotal. Working in tandem with a content strategist, the focus zeroed in on aligning user needs with site content. Today, Lainey discusses the relationship between on-page SEO and content strategy.
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