Four Prerequisites to Content and Search Optimization: D.I.C.E.

January 31, 2008 by Mary Wynne-Wynter 

In my previous post I described the major content optimization work that I’d recently done on my web and landing pages, using a concept map as a guide.

Before moving on, I wanted to answer the question: what content is worth optimizing? I came up with D.I.C.E.:

Distinctive – Content that supports a marketing strategy that positions for uniqueness in the industry and differentiation from the competition.

Integral – Content that evolves and increases in value through links, core elements, overlapping themes and descriptions, and a shared purpose.

Credible – Content that backs up, supports and is aligned with the desired, and implicitly promised, user experience.

Educational – Content that reflects a generosity of spirit and authentic desire to share learning.

It helped to make a mindmap first. D.I.C.E._SMALL.png
(click the graphic to enlarge)

Interestingly, a friend commented today that she saw me moving away from my coaching and soft skills work, and more into strategy and technical, with all this “optimization stuff”. I responded that clients will need a great of deal of facilitation, coaching, project alignment, talent recruitment and leadership support when they undertake large scale content and search optimization initiatives; its a natural fit with my differentiation strategy. Its also a good example of how professional services firms can evolve and be poised and ready to catch the next wave of unmet client needs resulting from rapid change.

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