Optimizing your site to be recognized by the search engines isn't a lost art -- it's a requirement. To be found, your meta information and content components need to speak to the terms users input into organic search just as much as they need to work with Google's formula.

Headshot of Pete Bell
Pete Bell

Search as a Multi-channel Experience

You’ll learn…

  • Understand how each channel brings its own expectations to search
  • Know where search plays its role in your users behavior, from fact finding to discovery
  • Understand why context of channel, or how your users choose to interact with you, plays a role in the experience
  • Know what you need to think about in this emerging discipline, and where best practices will arise
  • See how Facebook is rapidly rising as a new channel
Headshot of Kristina Halvorson
Kristina Halvorson

Content Strategy: Maximizing a Business Asset

You’ll learn…

  • See content strategy (and its business value) defined and explained in plain language
  • Find out why so many web projects implode in the content development phase, and how to avoid those unnecessary costs and delays
  • Discover simple ways to introduce content strategy into your user experience design process
  • Learn about the easy-to-use tools to plan, create, and govern your online content
  • Get solid, practical advice on staffing and resource allocation for web editorial roles and responsibilities
Headshot of Louis Rosenfeld
Louis Rosenfeld

Site Search Analytics

You’ll learn…

  • Evaluate your users' intent quantitatively.
  • Do a pattern analysis to select and prioritize both metadata attributes and content types.
  • Uncover patterns to predict and plan for the future of your site's content.
  • Put tools in play, like Google Analytics (it's free!) as one example, to handle your site search analytics.
  • Set up and run simple reports and queries to get you started towards better dialogue with your customers.