ionSearch 2012 - Expert Panel SuiteSEO Content StrategiesPeter Cobley – Commercial Director, home james - ModeratorLyndon ...
ionSearch 2012Lyndon AntcliffCornwall SEO
SEO IsDEAD
ionSearch 2012Tony WoodEden Luxury Group
Content Strategy    Tony Wood
Very Interesting Times Indeed...March50 Pack
{Great | Excellent |Fantastic |Wonderful  |Terrific| Superb| Amazing| Awesome|  Perfect| Remarkable |Beneficial  |Tremendo...
“Tony, there are too many words on            the page...”
WITH HALF A MILLION PLUS SEASONALSKU’S, ACROSS 18 SITES, ONCONTIGUOUS IP’S
Product descriptions ARE content
Curation – Real time dashboards
Engagement Metrics    A DECADES WORTH OF PPC DATA           SEARCH DATA ANALYTICS (ENGAGEMENT. CONVERSION             ATTR...
rel=author                   product                rich snippetsGOES WITHOUT SAYING…
0                                                        1000                                                             ...
KNOWING WHEN TO SAY “NO!”
THANK YOU
ionSearch 2012Rob Hugheshome james
hômejamesdriven by performance                        SEO Content Strategies                                      •   ionS...
hômejamesdriven by performance                                             Outline                        ˆ   Top Level Pr...
hômejamesdriven by performance         Top Level Process – Same ol’ Game
hômejamesdriven by performance       What got broke? How did we sort it?                        Anchor text isn’t what it ...
hômejamesdriven by performance       What got broke? How did we sort it?                        ˆ   Site distributes and c...
hômejamesdriven by performance                        Strategy Pre-Planning                                               ...
hômejamesdriven by performance                        Creating a Structured Plan
hômejamesdriven by performance                                 Conclusion                        Be Smarter        Be Quic...
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
Expert Panel Session - SEO Content Strategies - ionSearch 2012
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Expert Panel Session - SEO Content Strategies - ionSearch 2012

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Expert Panel Session - SEO Content Strategies - ionSearch 2012

  1. 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. 2. ionSearch 2012Lyndon AntcliffCornwall SEO
  3. 3. SEO IsDEAD
  4. 4. ionSearch 2012Tony WoodEden Luxury Group
  5. 5. Content Strategy Tony Wood
  6. 6. Very Interesting Times Indeed...March50 Pack
  7. 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. 8. “Tony, there are too many words on the page...”
  9. 9. WITH HALF A MILLION PLUS SEASONALSKU’S, ACROSS 18 SITES, ONCONTIGUOUS IP’S
  10. 10. Product descriptions ARE content
  11. 11. Curation – Real time dashboards
  12. 12. Engagement Metrics A DECADES WORTH OF PPC DATA SEARCH DATA ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION) eCRM ANALYSIS (RETENTION MODELS) CONVERSION ANALYSIS
  13. 13. rel=author product rich snippetsGOES WITHOUT SAYING…
  14. 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. 15. KNOWING WHEN TO SAY “NO!”
  16. 16. THANK YOU
  17. 17. ionSearch 2012Rob Hugheshome james
  18. 18. hômejamesdriven by performance SEO Content Strategies • ionSearch 2012 Rob Hughes @_robh_
  19. 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. 20. hômejamesdriven by performance Top Level Process – Same ol’ Game
  21. 21. hômejamesdriven by performance What got broke? How did we sort it? Anchor text isn’t what it once was
  22. 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. 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. 24. hômejamesdriven by performance Creating a Structured Plan
  25. 25. hômejamesdriven by performance Conclusion Be Smarter Be Quicker
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