SMX East 2013 Prioritising search Marketing Efforts by Andy Atkins Krueger

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Smx east 2013 andy atkins krueger prioritising search marketing efforts #SMX #21B

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SMX East 2013 Prioritising search Marketing Efforts by Andy Atkins Krueger

  1. 1. Prioritising Your Search Marketing Efforts Andy Atkins-Krüger Webcertain Group CEO
  2. 2. WebCertain Global Offices Los Angeles Beijing Bangkok Warsaw Oslo York Barcelona Trieste
  3. 3. • 44 Languages – In-House (SEO/PPC/Social) • 8 Language Account Management Team
  4. 4. Two Concepts 1. The Scorecard Method 2. The Matrix Workshop Method
  5. 5. Mikkel deMib Svendsen Creative Director, deMib.com E-mail: mikkel@demib.com Twitter: www.twitter.com/demib Facebook: www.facebook.com/demib
  6. 6. All you have to do to do SEO is … Manage domains Make search engine friendly URLs Optimize code Avoid indexing barriers Get rid of duplicate content Write great content Engage users Optimize TITLE-tags Optimize META-tags Research keywords Analyze competitors Secure content quality Consider guidelines and spam Keep content fresh and dynamic Optimize your site for speed Optimize your site for mobile users Make other sites link to you Get visible on social medias
  7. 7. 9 … and a lot, lot more!
  8. 8. 10 The 3 Easy Steps To Prioritize Your SEO
  9. 9. 11 List All The Things You May Have To Deal With
  10. 10. http://searchengineland.com/seotable
  11. 11. The Building Blocks of SEO 13 P&Q Content Architecture & Code Domain(s), site architecture, content formats, internal link structures and template coding Content strategy and formats Texts, user generated content, video. Freshness & dynamic of your content Popularity & Quality Links, social mentions, likes and shares. Quality of site and business
  12. 12. 14 Analyze Your Site & Market And Rate Each Issue With: Red Yellow Green
  13. 13. Simplified color rating 15 Colour Description Not a problem. You site is perfectly fine. You do not need to change anything This could be improved but its not crucial. Deal with it whenever you can Serious problem! You need to deal with this immediately!
  14. 14. Must Have & Nice To Have 16 • Must Have – An indexable website – Some readable quality content – No duplicate content – Some links – Some social impact Nice To Have User friendly URLs Optimized coding More content Video More links More social impact
  15. 15. Easy Colour Overview Nr. Rating Web Architecture Issues 1 Secure proper use of domains 2 Remove indexing barriers 3 Optimize directory structure 4 Improve URL-formats 5 Optimize internal links 6 Fix duplicate content issues 7 Exclusion of low quality pages 8 Deal with GEO-targeting and personalization 9 Optimize server response speed EXAMPLE
  16. 16. 18 Rate All The Yellow Issues Using A 5 Point Scale
  17. 17. The “Nice To Have” Scorecard Model • Impact on results – How much do you estimate the changes will impact your results – Based on: Indexing, Ranking, Traffic & Actions (The IRTA model) • Time to complete – How much time do you estimate it will take to make the changes • Impact on resources – How much will it cost you to fix it (using internal or external resources)? 19
  18. 18. The Scoring From 1-5 20 Score Short Description 1 Very bad Very little impact. Very resource and time intensive 2 Bad Small impact. Relatively resource and time intensive 3 OK Good impact. Less resource and time intensive 4 Good Good impact. Relatively little resource and time intensive 5 Very good Very high impact. Very little resource and time intensive
  19. 19. 21 … lets have a look at A Few Scoring Examples
  20. 20. Scoring Examples • Exclude Low Quality Pages From Indexing – Impact on results: 3 – Time to complete: 5 – Impact on resources: 5 – Final score (3x5x5): 75 22
  21. 21. Scoring Examples • Create optimized TITLEs on product pages – Impact on results: 5 – Time to complete: 5 – Impact on resources: 5 – Final score (5x5x5): 125 23
  22. 22. Scoring Examples • Create unique META-description on product pages – Impact on results: 3 – Time to complete: 4 – Impact on resources: 4 – Final score (3x4x4): 48 24
  23. 23. Scoring Examples • Manual submission of your site to directories – Impact on results: 1 – Time to complete: 2 – Impact on resources: 3 – Final score (1x2x3): 6
  24. 24. Sum It Up And Prioritize 26 Nr. Impact Time Resources Sum Things you consider to do 1 3 5 5 75 Exclude low quality pages from indexing 2 5 5 5 125 Create optimized TITLEs on product pages 3 3 4 4 48 Create META-description tags on product pages 4 1 2 3 6 Manual submission of your site to directories 5 2 3 3 18 Create user friendly (keyword) URLs 6 4 3 3 36 Optimize your site for speed 7 5 3 3 45 Add texts to category pages 8 5 5 5 125 Add user comments to pages 9 4 4 3 48 Optimize server response speed EXAMPLE
  25. 25. Scorecard Method Summary 1. Make a site and market evaluation • Analyze all the issues that you have to deal with 2. Use colour rating of all issues • Identify your must have and nice to have 3. Fix your must have’s NOW! • You should not move on until you have fixed the basics! 4. Rate all your nice to haves • Prioritize by impact on results, time and resources
  26. 26. Thank You Mikkel!  Mikkel deMib Svendsen Creative Director, deMib.com E-mail: mikkel@demib.com Twitter: www.twitter.com/demib Facebook: www.facebook.com/demib
  27. 27. Factors Affecting Priorities • Results, Results, Results • Benefit v Effort • Correct Sequencing • Predicting The Future • The Brussel Sprouts Method
  28. 28. Most Popular Services
  29. 29. Logging Investment By Region
  30. 30. Logging Investment By Activity
  31. 31. For Best Results Add: • Production Time • Google Crawl Delays
  32. 32. But That’s Ancient History
  33. 33. Benefit v Effort
  34. 34. Return
  35. 35. Return Traffic
  36. 36. Return Traffic Converting Traffic
  37. 37. Effort Or Difficulty
  38. 38. Time Effort Or Difficulty
  39. 39. Cost Time Effort Or Difficulty
  40. 40. CPA Effort High Traffic – Low Effort High Traffic – High Effort Low Traffic – Low Effort Low Traffic – High Effort
  41. 41. CPA Effort High Traffic – Low Effort High Traffic – High Effort Low Traffic – Low Effort Low Traffic – High Effort No Point Ending Up In Here!
  42. 42. CPA Effort
  43. 43. Re-Writing Page Titles New CMS CPA Effort Social Media Shares Adding Relevant Content Add Internal Links Redesign Website Rewrite URLs Low Quality Links Blogger Outreach Keyword Stuffing Keyword Existing Content Optimising Images
  44. 44. Correct Sequences
  45. 45. New CMS CPA Effort Re-Writing Page Titles
  46. 46. Two Methods Compared! Analytical Data-Based Method Mulit-Team Negotiated For Effective Implementation
  47. 47. Two Methods Compared! Analytical Data-Based Method Mulit-Team Negotiated For Effective Implementation Bonus Tip: You Can Combine Both!
  48. 48. You Need A Crystal Ball
  49. 49. The Brussel Sprout Method
  50. 50. Always Work With Partners With Lots Of Experience Get There Safer!
  51. 51. No, I Think She Might Be Busy!
  52. 52. Yes, He Might Be Free!
  53. 53. Thanks For Listening! @andyatkinskruge andy@webcertain.com +44 330 330 9000 (24-7)

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