Mozilla.org/Roadmap 2012/Q1/Content-Strategy-SEO

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Background: There is some search=related confusion around major keywords. As we've added new channels to the /firefox site, we've added complexity that introduces GA, Aurora, and Beta downloads as though they are in competition with one another. In Q1, we will leverage data, content, and ux to improve this experience and seal up some important cracks in the site.

Keywords Targeted by This Effort:

  • 3.6
  • update
  • 4, 5, 6, 7, 8, 9, 10 version numbers
  • Download Firefox
    • Aurora (currently, competing against GA and Beta for the same Firefox download traffic)
    • Beta (currently, competing against GA and Aurora for the same Firefox download traffic

Breakdown: "3.6" keyword is the #10 most popular search that brings traffic mozilla.org/firefox Google results <a href="http://www.mozilla.org/en-US/firefox/all-older.html">link</a>

  • Tactics
    • Take back over this search and guide users to a different upgrade experience
    • Optimize the experience we want discoverable on this search term

"update" keyword is the #13 most popular search Google results: <a href="http://www.mozilla.org/en-US/firefox/update/">link</a>

  • Tactics
    • Take back over this search and guide users to a different upgrade experience
    • Optimize the experience we want discoverable on this search term

"4, 5, 6, 7, 8" keywords as version numbers Google results Content conflicts - the main /new download page competing against a lot of blog posts by publishers like mashable, we might want to work on guiding these searches more strategically, by adding content and redirecting with each release

    • Take back over this search and guide users to a different upgrade experience
    • Optimize the experience we want discoverable on this search term

"Download Firefox" Google results <a href="http://www.diigo.com/item/image/1981d/smqk">link</a> Content conflicts - I need to think on how to best do this - Aurora and Beta also now compete with searches around "latest release," and we should take a closer look at not cannibalizing our own traffic

Tactics:

  • Aurora/Beta, remove "latest release" from strategic seo content areas
    • Optimize for direct searches to Aurora and Beta as brands
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