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Business case british council

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International Search Summit in London , Oct-2010

International Search Summit in London , Oct-2010

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  • 1. www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 1 SEM at the British Council The UK’s International network for cultural relations, education and arts
  • 2. Cultural relations for the twenty-first century
  • 3. ■Cultural relations is the building of engagement and trust between people of different cultures through the exchange of knowledge and ideas Cultural relations is about engagement and trust between people of different cultures
  • 4. What does the British Council do? ■ We promote cultural relations in: ■ Arts ■ Education ■ Science ■ Governance ■ English ■ And in two businesses ■ Teaching and Exams ■ Managing contracts www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 5 Click to return to contents
  • 5. Challenges ■ Shrinking marketing budgets ■ Scarce staff resources ■ Increase pressure from government to raise income ■ Faster implementation ■ Technical constraints www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 6
  • 6. The British Council Web Network
  • 7. The Web network : 560 websites www.britishcouncil.org .org/greece .org/portugal Org/italy .org/spain .org/ireland .org/india .org/thailand .org/japan .org/burma .org/hongkong .org/singapore .org/brasil .org/france .org/chile .org/uruguay .org/mexico .org/venezuela .org/argentina .org/colombia .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/czechrepublic .org/poland .org/slovakia .org/hungary .org/sweden .org/russia Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project/Programme web sites Europe Asia LATAM MiddleEast East Europe & Russia
  • 8. Project Websites
  • 9. Technical SEO Issues
  • 10. Domain name system Top Level Domain (TLD) .org + 100 country websites Root level-based
  • 11. Accessibility (Javascript-based navigation)
  • 12. Technical problems www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 13
  • 13. Duplicate content
  • 14. Editorial Content turns into duplicate content Content Source Oh la, lah, same content in in 80 diff. pages under the directory structure and without geotargetting via GWMTs
  • 15. Indexation problems Click to return to contents Rusty, old CMSLocalisation via IP addresses not possible ■ Our servers are hosted in the UK ■ CDN Akamai uses US-based IP addresses, Swedish and German ones Website Speed Performance issues
  • 16. 404s
  • 17. Solutions : Low cost SEO that works
  • 18. The Brand Our brand is our strength
  • 19. The Brand The Brand brings SEO value
  • 20. Alternative ways to distribute Pagerank
  • 21. Ultimately you have to achieve the following www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 22. Link off the homepage www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 23. Try with low-hanging fruit link-building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 24. You’ll soon be ranking better www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 25. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 26. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 27. British Council France case study 2005-06 Average monthly site visits: 45,000 2004-05 Average monthly site visits: 20,000 2006-07 Average monthly site visits: 60,000 2007-08 Average monthly site visits: 70,000 2008-09 Average monthly site visits: 95,000 www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 28. Traffic growth matched by Exams registrations 1. website traffic for British Council France 2. Exams registrations: IELTS, Cambridge & BULATS exams No. Website visits per year 208621 253056 285354 603150 785226 938316 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 1000000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 7415 7141 6891 10170 13891 17783 -4% -3% 47% 36% 28% -2000 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 Registrations increases www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 29. Spread the word about SEO within the organisation www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 30. Deliver Low cost Training ■ British Council SEO Guide ■ Step by Step Guides ■ SEO Videos ■ Webinars ■ Templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 31. Identifying and educating champions ■ A personal approach with the champions ■ Get a tool like Basecamp to set up basic SEO Project templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 32. Give credit to your colleagues www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 33. Summary ■ Accessibility is a must: Easy spidering of content = more indexation ■ Harness the potential of your Homepage (PageRank flow) ■ Identify other high link juice Internal pages and link to business– critical pages on your site ■ Not enough to rank? Go and get easy links: eg: local directory links ■ Consider Online PR to complement the above ■ Find allies within your .org that can help you build the case for SEO and give credit!! www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  • 34. Cultural relations for the twenty-first century www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon

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