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Expert Panel Session - SEO Content Strategies - ionSearch 2012
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Expert Panel Session - SEO Content Strategies - ionSearch 2012

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  • 1. ionSearch 2012 - Expert Panel SuiteSEO Content StrategiesPeter Cobley – Commercial Director, home james - ModeratorLyndon Antcliff – Cornwall SEODavid Harling – Head of Search, Razorfish LondonTony Wood – Director of Digital, Eden Luxury GroupRob Hughes – Digital Insight Manager, home james
  • 2. ionSearch 2012Lyndon AntcliffCornwall SEO
  • 3. SEO IsDEAD
  • 4. ionSearch 2012Tony WoodEden Luxury Group
  • 5. Content Strategy Tony Wood
  • 6. Very Interesting Times Indeed...March50 Pack
  • 7. {Great | Excellent |Fantastic |Wonderful |Terrific| Superb| Amazing| Awesome| Perfect| Remarkable |Beneficial |Tremendous }{ content| articles| written content| information | subject material| subject matter| articles and other content| article content| website content |posts| article} {is |is actually |is definitely |is certainly| is without a doubt| is undoubtedly } {no longer |will no longer be} an option |choice |alternative | solution| method| preference | decision| opportunity | substitute| approach| plan}.
  • 8. “Tony, there are too many words on the page...”
  • 9. WITH HALF A MILLION PLUS SEASONALSKU’S, ACROSS 18 SITES, ONCONTIGUOUS IP’S
  • 10. Product descriptions ARE content
  • 11. Curation – Real time dashboards
  • 12. Engagement Metrics A DECADES WORTH OF PPC DATA SEARCH DATA ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION) eCRM ANALYSIS (RETENTION MODELS) CONVERSION ANALYSIS
  • 13. rel=author product rich snippetsGOES WITHOUT SAYING…
  • 14. 0 1000 1200 1400 200 400 600 80011-Oct12-Oct13-Oct14-Oct15-Oct16-Oct17-Oct18-Oct19-Oct20-Oct21-Oct22-Oct23-Oct24-Oct25-Oct26-Oct27-Oct28-Oct29-Oct30-Oct31-Oct01-Nov02-Nov03-Nov04-Nov05-Nov06-Nov07-Nov08-Nov09-Nov10-Nov11-Nov Lane Bryant One Stop Plus
  • 15. KNOWING WHEN TO SAY “NO!”
  • 16. THANK YOU
  • 17. ionSearch 2012Rob Hugheshome james
  • 18. hômejamesdriven by performance SEO Content Strategies • ionSearch 2012 Rob Hughes @_robh_
  • 19. hômejamesdriven by performance Outline ˆ Top Level Process - what’s changed and what hasn’t? ˆ What got broke? How did we sort it? ˆ Strategy Pre-Planning ˆ Content Creation & Distribution
  • 20. hômejamesdriven by performance Top Level Process – Same ol’ Game
  • 21. hômejamesdriven by performance What got broke? How did we sort it? Anchor text isn’t what it once was
  • 22. hômejamesdriven by performance What got broke? How did we sort it? ˆ Site distributes and copies content ˆ Sites writes content for contents sake ˆ Lots of useless pages – affects crawl rate Get rid of it now!!
  • 23. hômejamesdriven by performance Strategy Pre-Planning How much will How can we Is anything What do we it cost? How reach our stopping us? need to do? long will it audience? take?
  • 24. hômejamesdriven by performance Creating a Structured Plan
  • 25. hômejamesdriven by performance Conclusion Be Smarter Be Quicker