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Introduction to SEO (Search Engine Optimisation)
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Introduction to SEO (Search Engine Optimisation)

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Given by search director Ian Miller @ a Chartered Institute of Management training course, this presentation covers

Given by search director Ian Miller @ a Chartered Institute of Management training course, this presentation covers

Published in: Technology, Business

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  • 1. Search Engine Optimisation
  • 2. @millerian• Ian Miller, Search Director at Crafted Media• Full service digital agency of 40+ specialists• Team of 15 across all search disciplines• Responsible for increasing visitors, & converting them• Wide range of clients across B2B & B2C industries
  • 3. • Measurable • Traffic • Keywords • Enquires • Sales• Effective• Incremental• Harder than you think• Constantly evolving
  • 4. Ensures the website can be found, and understood, by search engines Improves how the site is perceived as an authority within its nicheHelps guide a user to the intended response in a positive way
  • 5. Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every day
  • 6. Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every daySEO is much like fishing
  • 7. SEO can have an image problem
  • 8. What SEO hat doyou wear?WhiteorBlack
  • 9. Do the right thing
  • 10. Do the right thingWould you tell your mum?
  • 11. Write for users, not a product manager More is better Maximise all collateral Get a copywriter, or become one What pages to you need?What pages is a visitor expecting to find?
  • 12. Who do you trust?
  • 13. Create a Content Strategy
  • 14. 1 2 3
  • 15. • Editorial strategy spreadsheet• Keyword mapping spreadsheet
  • 16. Wordle
  • 17. Foundation of the web
  • 18. • Partners and clients• Suppliers• Charity and sponsorships• Staff • Social profiles• Groups and associations• Events
  • 19. • Resource lists• Niche directories• Case studies• Reviews and competitions• Top XX lists• Adverts• Brand mentions: “my company” –site:mycompany.com
  • 20. • E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
  • 21. • Natural• In built authority• Anchor text distribution• Repeat links• Make it interesting for the recipient• Can snowball
  • 22. • Learn Google Webmaster Tools - http://crftd.md/gwmtintro• Online graders • http://www.woorank.com • http://marketing.grader.com• Try and break your own site• Internal and external linking
  • 23. • Register social profiles http://knowem.com/• Schedule things is you’re time poor http://bufferapp.com/• Monitor http://sproutsocial.com• Authenticity is key• Everything takes time, is that bandwagon worth it?• It’s a perfect introduction, develop meaningful relationships
  • 24. “I know only half of my advertising works. The problemis, I don’t know which half.”
  • 25. • Define success per stakeholder• Execute, evaluate, enhance• Document everything• Analytics notes• Reward (and risk) is cumulative• People > Process > Technology
  • 26. • Schema.org • Product • Organisation • Author• Analytics (not provided)• Cookie law – http://crftd.md/lxCrX2• Fragmented search
  • 27. ContentLinksArchitectureStrategySocial
  • 28. www.craftedmedia.comian.miller@craftedmedia.com@millerianhttp://uk.linkedin.com/in/millerian
  • 29. • http://www.flickr.com/photos/st3f4n/• http://www.flickr.com/photos/wokka/• http://www.flickr.com/photos/robie06/• http://gizmodo.com/5878987/its-official-google-is-evil-now• http://www.flickr.com/photos/photonquantique/• http://www.flickr.com/photos/massenpunkt/• http://www.flickr.com/photos/bloomgal/• http://www.flickr.com/photos/pixx0ne/• http://www.flickr.com/photos/conorkeller/• http://www.flickr.com/photos/bobjagendorf/• http://www.flickr.com/photos/walkingsf/• http://www.flickr.com/photos/walkingsf/• http://www.flickr.com/photos/megpi/• http://www.flickr.com/photos/massimo_riserbo/• http://www.flickr.com/photos/realheightz/