Introduction to SEO - CIM presentation - Ian Miller SEO

Uploaded on

Talk given to over 80 CIM delegates as an introduction to SEO and internet marketing.

Talk given to over 80 CIM delegates as an introduction to SEO and internet marketing.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Search Engine Optimisation
  • 2. @millerian• Ian Miller, Search Director at Crafted Media• Full service digital agency of 40+ specialists• Team of 15 across all search disciplines• Responsible for increasing visitors, & converting them• Wide range of clients across B2B & B2C industries
  • 3. • Measurable • Traffic • Keywords • Enquires • Sales• Effective• Incremental• Harder than you think• Constantly evolving
  • 4. Ensures the website can be found, and understood, by search engines Improves how the site is perceived as an authority within its nicheHelps guide a user to the intended response in a positive way
  • 5. Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every day
  • 6. Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every daySEO is much like fishing
  • 7. SEO can have an image problem
  • 8. What SEO hat doyou wear?WhiteorBlack
  • 9. Do the right thing
  • 10. Do the right thingWould you tell your mum?
  • 11. Write for users, not a product manager More is better Maximise all collateral Get a copywriter, or become one What pages to you need?What pages is a visitor expecting to find?
  • 12. Who do you trust?
  • 13. Create a Content Strategy
  • 14. 1 2 3
  • 15. • Editorial strategy spreadsheet• Keyword mapping spreadsheet
  • 16. Wordle
  • 17. Foundation of the web
  • 18. • Partners and clients• Suppliers• Charity and sponsorships• Staff • Social profiles• Groups and associations• Events
  • 19. • Resource lists• Niche directories• Case studies• Reviews and competitions• Top XX lists• Adverts• Brand mentions: “my company” –
  • 20. • E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
  • 21. • Natural• In built authority• Anchor text distribution• Repeat links• Make it interesting for the recipient• Can snowball
  • 22. • Learn Google Webmaster Tools -• Online graders • •• Try and break your own site• Internal and external linking
  • 23. • Register social profiles• Schedule things is you’re time poor• Monitor• Authenticity is key• Everything takes time, is that bandwagon worth it?• It’s a perfect introduction, develop meaningful relationships
  • 24. “I know only half of my advertising works. The problemis, I don’t know which half.”
  • 25. • Define success per stakeholder• Execute, evaluate, enhance• Document everything• Analytics notes• Reward (and risk) is cumulative• People > Process > Technology
  • 26. • • Product • Organisation • Author• Analytics (not provided)• Cookie law –• Fragmented search
  • 27. ContentLinksArchitectureStrategySocial
  • 28.
  • 29. •••••••••••••••