www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 1
SEM at the
British Council
The UK’s ...
Cultural relations for the twenty-first century
■Cultural relations is the building of
engagement and trust between people of different
cultures through the exchange of k...
What does the British Council do?
■ We promote cultural relations in:
■ Arts
■ Education
■ Science
■ Governance
■ English
...
Challenges
■ Shrinking marketing
budgets
■ Scarce staff resources
■ Increase pressure from
government to raise
income
■ Fa...
The British Council Web Network
The Web network : 560 websites
www.britishcouncil.org
.org/greece
.org/portugal
Org/italy
.org/spain
.org/ireland
.org/ind...
Project Websites
Technical SEO Issues
Domain name system
Top Level Domain (TLD) .org
+
100 country websites Root level-based
Accessibility (Javascript-based navigation)
Technical problems
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 13
Duplicate content
Editorial Content turns into duplicate content
Content
Source
Oh la, lah, same content in
in 80 diff. pages under the
dire...
Indexation problems
Click to return to contents
Rusty, old CMSLocalisation via IP addresses
not possible
■ Our servers are...
404s
Solutions : Low cost SEO that works
The Brand
Our brand is our strength
The Brand
The Brand brings SEO value
Alternative ways to distribute Pagerank
Ultimately you have to achieve the following
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidca...
Link off the homepage
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
Try with low-hanging fruit link-building
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarral...
You’ll soon be ranking better
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
Online PR = Effective & Inexpensive Link Building
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @da...
Online PR = Effective & Inexpensive Link Building
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @da...
British Council France case study
2005-06
Average monthly site
visits:
45,000
2004-05
Average monthly
site visits:
20,000
...
Traffic growth matched by Exams registrations
1. website traffic for British
Council France
2. Exams registrations:
IELTS,...
Spread the word about SEO within the organisation
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @da...
Deliver Low cost Training
■ British Council SEO
Guide
■ Step by Step Guides
■ SEO Videos
■ Webinars
■ Templates
www.britis...
Identifying and educating champions
■ A personal approach with the champions
■ Get a tool like Basecamp to set up basic SE...
Give credit to your colleagues
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
Summary
■ Accessibility is a must: Easy spidering of content = more
indexation
■ Harness the potential of your Homepage (P...
Cultural relations for the twenty-first century
www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davi...
Business case british council
Business case british council
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Business case british council

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International Search Summit in London , Oct-2010

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Business case british council

  1. 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. 2. Cultural relations for the twenty-first century
  3. 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. 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. 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. 6. The British Council Web Network
  7. 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. 8. Project Websites
  9. 9. Technical SEO Issues
  10. 10. Domain name system Top Level Domain (TLD) .org + 100 country websites Root level-based
  11. 11. Accessibility (Javascript-based navigation)
  12. 12. Technical problems www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 13
  13. 13. Duplicate content
  14. 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. 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. 16. 404s
  17. 17. Solutions : Low cost SEO that works
  18. 18. The Brand Our brand is our strength
  19. 19. The Brand The Brand brings SEO value
  20. 20. Alternative ways to distribute Pagerank
  21. 21. Ultimately you have to achieve the following www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  22. 22. Link off the homepage www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  23. 23. Try with low-hanging fruit link-building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  24. 24. You’ll soon be ranking better www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  25. 25. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  26. 26. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  27. 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. 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. 29. Spread the word about SEO within the organisation www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  30. 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. 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. 32. Give credit to your colleagues www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
  33. 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. 34. Cultural relations for the twenty-first century www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon

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