Teaching Content Teams SEO best practices — Autumn Micketti // 1-800-FLOWERS.COM
Autumn Micketti
1-800-FLOWERS.COM
- Part 1 Teaching Content Teams SEO best practices — Autumn Micketti // 1-800-FLOWERS.COM
Show Notes
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01:54Autumns transition from content and social to SEOAutumn started out as a Junior Content Editor Intern at Harry & David, a 1-800-Flowers owned company in 2021, working with the content and social teams. After the internship ended, Autumn transitioned to the SEO content team.
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03:30Why self taught learning is a key to success in all SEO rolesResources like conferences, workshops, and podcasts played a vital role in Autumns SEO learning journey. Though she was initially overwhelmed, Autumn received support from her team and eventually gained a solid understanding of SEO.
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05:281 800 Flowers content team structureThe content team comprises three editors: a head editor overseeing budgeting, and two others specializing in food brands and gifting and flowers brands. Autumn offers the team guidance when questions arise and conducts keyword research when needed.
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07:49The content creation process at 1 800 FlowersThe process begins with keyword research, alignment with trending topics, and collaboration with the editor. Once the topic is set, the editor guides the writer to organically incorporate keywords, and Autumn provides SEO details like titles, meta descriptions, and image file names.
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11:46How the content team at 1 800 Flowers has benefited from learning SEO best practicesThe content team has learned to proactively seek SEO insights when considering topics, understanding the importance of keyword research. In addition, they understand the importance of consulting with SEO about URLs and image file names before publishing to avoid traffic impact.
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13:54Building trust with content teamsBuilding trust involves establishing a clear point of contact for SEO. Previous relationships, collaboration, and positive interpersonal dynamics within the team also contributed to building trust naturally, making it clear who to approach for content-related questions.
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16:31AIs impact on content SEOContent teams will need to be more open to embracing AI for content generation, while also ensuring it aligns with SEO best practices and maintains quality standards. AI can be a valuable tool, especially in cases where there are budget constraints for hiring freelance writers.
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18:33AIs impact on SEO best practicesThe impact of new AI experiences on SEO best practices remains uncertain, and it's a wait-and-see situation. 1-800-Flowers is optimizing existing content to align with Google's evolving AI search experiences, but constant changes make it challenging to keep up.
Quotes
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"Rather than going into the piece after it's been written and putting in the keywords, we prefer to do the keywords from the beginning because that way they can be organically implemented and written in." - Autumn Micketti
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"Editors and content teams are going to need to be more open and embracing of AI in general because it can be really helpful for generating content." - Autumn Micketti
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"When facing budget constraints, AI can be a lifesaver. You get quick, affordable content that you can enhance and optimize for SEO, saving time and resources." - Autumn Micketti
Up Next:
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Part 1Teaching Content Teams SEO best practices — Autumn Micketti // 1-800-FLOWERS.COM
Autumn Micketti, SEO and Content Coordinator at 1-800-Flowers.com, delves into optimizing content creation for SEO success. Prior to learning SEO best practices, 1-800-Flowers content teams struggled with blog topic selection. However, with improved SEO knowledge and trust in the SEO team, they now proactively seek SEO guidance to ensure topic relevance. Today, Autumn discusses teaching content teams SEO best practices.
