PROJECT: SEO PROJECTS

Client: Disney Parks. All brand tracks.
Roles: brand strategist, content strategist, project lead copywriter, researcher, SEO strategist, UX lead
Audience: Search engines. Anyone searching for discounts on disneyparks.com.
Objective: 

  • For the Disney Parks Discount Page Pitch:
    Define the word 'discounts'. Establish when and how this word can be used.
  • For Disneyland and other brand tracks' image metadescription project: 
    Write metadescriptions for link graphics / images on the website to increase search results and provide data for screen readers.

Results: 

  • Discount project: Received support from Business and Legal to use the word 'discounts'. Search improved. Guests found their discounts.
  • Metadescriptions: Ultimately, image metadata was written in massive batches by various writers with conflicting direction. This metatext was included in the image library——meaning the same description was used for the same image across all sites. An efficient approach, but in conflict with the SEO direction that copy——no matter where it appears——should provide context. Copy in context of the story on the page. Copy as context.

Tags—project roles & focus: 
 brand directioncontent management & strategyoperationsproject lead copywriterresearchSEOstrategic thinkingUX direction


 

Dina is a fantastic writer who takes the time to understand the business objectives and works them into flawless prose. As a seasoned SEO professional, I’ve worked with many copywriters, and Dina is without a doubt the best one I’ve ever worked with. She not only understands the SEO copywriting concepts, but knows the subtle nuances of their implementations. From meta data, to traditional headlines and body copy, to anchor text-focused inter-linking to captions and alt text, Dina is a hands-down expert in optimizing all types of content for SEO purposes. Watch your relevancy scores soar in the search engines once she writes for your pages!”
—David G., 
SEO Analyst


 

IN OTHERS' WORDS


Challenges often found in the Disney Parks brand track are the endless legal hurdles and last-minute legal challenges. Dina’s flexibility and commitment to meeting all legal requirements in tight turnarounds have helped our project continue to succeed. She is able to keep focused to find the next solution to meet the legal requests along with the Business requirements. Dina is also involved with many projects and brands and looks for ways to reuse functionality and features that will add value to different brands. She proactively bounces ideas off other members of the creative team outside the brand to help develop additional concepts to bring back to team regroups.”
—Liza Q., Project Manager
 

“We had a large number of captions/alt tags that needed to be completed in a very short period of time. Through collaboration we were able to work together to sort out a plan, organize the documents and provide a robust solution to knock out the copy in record time. There was no short of quality, we used the same plan to get the copy approved with the PDM/Legal teams completing the task on time and under budget.”
—Thomas S., Project Manager

 

(Dina) took the lead in
re-designing from a UX viewpoint several high-profile DLR pages, 
like Annual Passholders; 
showed great initiative in writing the first Tour pages (to appear in DLR.com redesign); continues
to do excellent work
with the SEO team.
” 
—BJ M., Copy Manager


The Story

Every story has a conflict.

This one was between these two departments:

  • Business and Legal teams refused the use of the word 'discounts' on Disney sites.
  • SEO proved this word was by far the most searched term. 

The challenge of this project was to improve search results and Guest satisfaction while not diminishing the Disney brand.

As project copywriter, I created copy to be scanned, fortified copy with keywords—in context, used actionable & concrete information with no disclaimers, and defined where and when the words 'discount' and 'special offers' could be used. All teams involved were pleased. Search improved. Eventually, other brand sites began using 'discounts', too—which improved the Guest experience across Disney sites, since they received the content they matched their search. 


the pitch


image metadescriptions

 

My assignment: write thousands of metadescriptions with the goals to:

  • improve SEO
  • provided content for screen readers

One of the biggest challenges while trying to achieve both these goals is that sometimes the direction can be conflicting.

  • For improved SEO, context, context, context is everything. If the same image is used throughout the site, the description needs to be different——since the focus of each page is different, and the description should speak to the focus.
  • For screen readers, copy shouldn'tinclude (or should minimally include) sight words, such as color, but should somehow describe or allude to the image.

As more writers were included, and I moved to another project, the balance of this project shifted in favor of screen readers. For my metadescriptions, I did my best to address both goals.


 

metadescription examples

 

CONTEXT: ON A PAGE FOR WORLD OF COLOR DINING OPTIONS

Wine Country Trattoria serves a mix of Italian and California wine-country-influenced dishes and offers a “preferred” option to see the nighttime water spectacular, World of Color.


CONTEXT: ON A DISNEY PARKS PAGE WITH A LINK TO A VIDEO

A smiling child enjoys a ride on the Mad Tea Party attraction. Video chronicles families sharing memories at Disney Parks


CONTEXT: ON A DISNEYLAND PAGE ANNOUNCING THE REDESIGNED STAR WARS ATTRACTION

A futuristic scene set on the city planet of Coruscant. Find out where else you can go on the recently reimagined Star Tours — The Adventures Continue attraction.


CONTEXT: ON A DISNEYLAND PAGE WITH A LINK TO A 360-DEGREE IMAGE OF THE TREEHOUSE

Tarzan’s Treehouse. Virtually tour it and get fun facts about this Disneyland Park attraction.


CONTEXT: ON A DISNEYLAND PAGE FOR THE ANNUAL PASSPORT MONTHLY PAYMENT OPTION

Disneyland Characters, like Woody from Toy Story, and a happy boy. These are good reasons to have an Annual Passport. California residents can now use the Monthly Payment option to purchase or renew.