Digital Content Strategy Presentations

October 21, 2025

2-3 p.m.

Siteimprove Core Wins & SEO Tracking

We’re going to dive into two Siteimprove features in this presentation: Core Wins and Search Engine Analytics. Core Wins can help you address issues on your site that affect your users the most while Search Engine Analytics will show you how users are finding your site and engaging with your content.

Talking points include:

• What are Core Wins?
• What issues and tasks you should pay the most attention to
• How to focus on outcomes and what that means for your site’s effectiveness
• What keywords users are searching for to find pages on your site and how to interpret the data

You will need to be a Siteimprove user to attend this presentation.

November 5, 2025

3-4 p.m.

PDFs: The Good, the Bad, and the Ugly

PDFs can be challenging to assess and make accessible, but understanding your PDFs is important as you improve your digital content. This workshop will allow you to explore the different Siteimprove features that will help you assess your PDF collections and prioritize your efforts to improve them. It will also provide an introduction to methods for improving PDFs for accessibility, including remediation and alternate formats.

You will need to be a Siteimprove user to attend this presentation.

November 17, 2025

2-3 p.m.

Using Analytics to Measure Website Success

Wake Forest uses Siteimprove’s Marketing Analytics as the primary tool for web editors to collect data on how their website is performing. However, with so many different metrics to analyze your data with it can feel overwhelming.

Talking points include:

• Taking a deeper look at Siteimprove’s Marketing Analytics module and some of its most helpful metrics
• Identify what metrics you should be using regularly to measure your site’s performance
• Address why site performance is about more than just pageviews
• Determine when you should use a specific metric over another in order to learn about certain user behaviors

This session is great for anyone who is just starting out using analytics or would like to feel more confident in analyzing their data when evaluating their website’s performance and goals.

You will need to be a Siteimprove user to attend this presentation.

December 4, 2025

10:30-11:30 a.m.

How AI is Changing the Way We Think About Our Websites

It feels like AI-focused practices and tools are everywhere nowadays, and how we search for content and how it’s found is constantly changing. If you’re wondering how to increase the chances of your content appearing in search results where generative search engines are dominating how we learn and find information, you’re not alone. While it may feel overwhelming, don’t stress out. What we all need right now is a common place to get started from.

In this presentation, we’ll discuss the impact that AI tools and searches such as ChatGPT and Gemini are having on our content and what steps we should be taking to stay visible (and relevant) in a constantly changing digital landscape.

Talking points include:

• How generative search engines have created a “zero-click” search ecosystem that is becoming the norm on how users find information, the impact it has on how we search for content, and how this affects the visibility of our content
• Why AI may be responsible for the decline in page views and visits to your site
• The difference between SEO and GEO (Generative Engine Optimization) and why this is important
• Why human-written content is still important and how AI-content generating tools can help us with – and not replace – how we craft our messaging
• Why you should change the way you think about how you write your content for AI tools
• What content managers and digital professionals in other higher ed institutions are doing to address how AI is influencing their digital content strategies and Communities of Practice (CoP)

February 2026

Date and Time TBD

Improving Content Visibility in an AI-Driven World

How visible your site’s content is and how users engage with it should always be a top priority. The focus should be on creating content with clear messaging and substance.

As AI generative search tools become more popular and change how users find our content and engage with us, we not only need to keep in mind the familiar ways of producing content, but also make sure to find ways to stay relevant in a quickly evolving digital landscape by writing it in a way that matters to both users and machine learning technologies.

Talking points include:

• Content strategies you should still be practicing
• Tips on writing content that will help AI search engines find you
• The importance (and return of) real FAQs
• How to create faster loading, mobile friendly web pages
• The importance of human-written content over AI-generated content, and when you should be using AI tools
• Ways to collect feedback on your site from your users

This session is for anyone who is wondering if the content on their website is still relevant based on how users are looking for and finding information online these days, or for those of us who just want to create a better user experience for everyone who visits our website.

March 2026

Date and Time TBD

Is My Homepage Still Important?

In the very first digital content strategy presentation (How to Make an Awesome Homepage) we discussed ways to provide content on your homepage that users will actually find helpful. Now, with AI-generative searches, a lot of our users are bypassing our homepages (and sometimes our website altogether) since they can find the information they’re looking for faster, elsewhere.

So that begs the question – is a website’s homepage still relevant – and what should I be thinking about putting on mine to make it useful for those who still rely on it?

April 21, 2026

2-3 p.m.

Accessibility Topic (TBD)

Details on this presentation will be provided soon.