Search Engine Optimisation
@millerian•   Ian Miller, Search Director at Crafted Media•   Full service digital agency of 40+ specialists•   Team of 15...
•   Measurable    • Traffic    • Keywords    • Enquires    • Sales•   Effective•   Incremental•   Harder than you think•  ...
Ensures the website can be found,    and understood, by search engines Improves how the site is perceived as an         au...
Give a man a fish and     he’ll eat for a dayTeach a man to fish and    he’ll eat every day
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
SEO can have an image problem
What SEO hat doyou wear?WhiteorBlack
Do the right thing
Do the right thingWould you tell your mum?
Write for users, not a product manager              More is better         Maximise all collateral    Get a copywriter, or...
Who do you trust?
Create a Content Strategy
1   2    3
•   Editorial strategy spreadsheet•   Keyword mapping spreadsheet
Wordle
Foundation of the web
•   Partners and clients•   Suppliers•   Charity and sponsorships•   Staff    • Social profiles•   Groups and associations...
•   Resource lists•   Niche directories•   Case studies•   Reviews and competitions•   Top XX lists•   Adverts•   Brand me...
•   E.g. Education links    •   Do a talk    •   Careers fair    •   Internships and placements    •   Job boards    •   P...
•   Natural•   In built authority•   Anchor text distribution•   Repeat links•   Make it interesting for the recipient•   ...
•   Learn Google Webmaster Tools -    http://crftd.md/gwmtintro•   Online graders    • http://www.woorank.com    • http://...
•   Register social profiles http://knowem.com/•   Schedule things is you’re time poor    http://bufferapp.com/•   Monitor...
“I know only  half of my  advertising     works.  The problemis, I don’t know  which half.”
•   Define success per stakeholder•   Execute, evaluate, enhance•   Document everything•   Analytics notes•   Reward (and ...
•   Schema.org    • Product    • Organisation    • Author•   Analytics (not provided)•   Cookie law – http://crftd.md/lxCr...
ContentLinksArchitectureStrategySocial
www.craftedmedia.comian.miller@craftedmedia.com@millerianhttp://uk.linkedin.com/in/millerian
•   http://www.flickr.com/photos/st3f4n/•   http://www.flickr.com/photos/wokka/•   http://www.flickr.com/photos/robie06/• ...
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
Introduction to SEO (Search Engine Optimisation)
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

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Introduction to SEO (Search Engine Optimisation)

  1. 1. Search Engine Optimisation
  2. 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. 3. • Measurable • Traffic • Keywords • Enquires • Sales• Effective• Incremental• Harder than you think• Constantly evolving
  4. 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. 5. Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every day
  6. 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. 7. SEO can have an image problem
  8. 8. What SEO hat doyou wear?WhiteorBlack
  9. 9. Do the right thing
  10. 10. Do the right thingWould you tell your mum?
  11. 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. 12. Who do you trust?
  13. 13. Create a Content Strategy
  14. 14. 1 2 3
  15. 15. • Editorial strategy spreadsheet• Keyword mapping spreadsheet
  16. 16. Wordle
  17. 17. Foundation of the web
  18. 18. • Partners and clients• Suppliers• Charity and sponsorships• Staff • Social profiles• Groups and associations• Events
  19. 19. • Resource lists• Niche directories• Case studies• Reviews and competitions• Top XX lists• Adverts• Brand mentions: “my company” –site:mycompany.com
  20. 20. • E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
  21. 21. • Natural• In built authority• Anchor text distribution• Repeat links• Make it interesting for the recipient• Can snowball
  22. 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. 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. 24. “I know only half of my advertising works. The problemis, I don’t know which half.”
  25. 25. • Define success per stakeholder• Execute, evaluate, enhance• Document everything• Analytics notes• Reward (and risk) is cumulative• People > Process > Technology
  26. 26. • Schema.org • Product • Organisation • Author• Analytics (not provided)• Cookie law – http://crftd.md/lxCrX2• Fragmented search
  27. 27. ContentLinksArchitectureStrategySocial
  28. 28. www.craftedmedia.comian.miller@craftedmedia.com@millerianhttp://uk.linkedin.com/in/millerian
  29. 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/
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