Mozilla.org/Roadmap 2012/Q1/Content-Strategy-SEO: Difference between revisions

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(Created page with ""3.6" keyword is the #10 most popular search that brings traffic mozilla.org/firefox Google results [http://www.mozilla.org/en-US/firefox/all-older.html link] *Tactics **Take bac...")
 
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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
"3.6" keyword is the #10 most popular search that brings traffic mozilla.org/firefox
Google results [http://www.mozilla.org/en-US/firefox/all-older.html link]
Google results [http://www.mozilla.org/en-US/firefox/all-older.html link]
*Tactics
*Tactics
**Take back over this search and guide users to a different upgrade experience  
**Take back over this search and guide users to a different upgrade experience  
**Optimize the experience we want discoverable on this search term?
**Optimize the experience we want discoverable on this search term


"update" keyword is the #13 most popular search
"update" keyword is the #13 most popular search
Google results: [http://www.mozilla.org/en-US/firefox/update/ link]
Google results: [http://www.mozilla.org/en-US/firefox/update/ link]
 
*Tactics
    do you want to work on taking over this search and guiding users to a different upgrade experience?
**Take back over this search and guide users to a different upgrade experience  
 
**Optimize the experience we want discoverable on this search term
    or is this the experience we want discoverable on this search term?


"4, 5, 6, 7, 8" keywords as version numbers
"4, 5, 6, 7, 8" keywords as version numbers
 
Google results
    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
    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
**Optimize the experience we want discoverable on this search term


"Download Firefox"
"Download Firefox"
 
Google results [http://www.diigo.com/item/image/1981d/smqk link]
    Google results:
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
 
    http://www.diigo.com/item/image/1981d/smqk
 
    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:
Tactics:
 
*Aurora/Beta, remove "latest release" from strategic seo content areas
    Aurora/Beta, remove "latest release" from strategic seo content areas
**Optimize for direct searches to Aurora and Beta as brands
 
    Direct searches to Aurora and Beta as brands
 
SEO/Search Results as a communications channel
 
    approach Carmen/Jane
 
    approach Melissa/Val
 
Search "Firefox Speed" http://www.diigo.com/item/image/1981d/a8tw
 
    post on tricks to Increase your Firefox speed

Revision as of 21:30, 31 January 2012

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 link

  • 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: link

  • 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 link 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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