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Introduction to SEO - CIM presentation - Ian Miller SEO
 

Introduction to SEO - CIM presentation - Ian Miller SEO

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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.

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    Introduction to SEO - CIM presentation - Ian Miller SEO Introduction to SEO - CIM presentation - Ian Miller SEO Presentation Transcript

    • Search Engine Optimisation
    • @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
    • • Measurable • Traffic • Keywords • Enquires • Sales• Effective• Incremental• Harder than you think• Constantly evolving
    • 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
    • Give a man a fish and he’ll eat for a dayTeach a man to fish and he’ll eat every day
    • 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
    • SEO can have an image problem
    • What SEO hat doyou wear?WhiteorBlack
    • Do the right thing
    • Do the right thingWould you tell your mum?
    • 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?
    • Who do you trust?
    • Create a Content Strategy
    • 1 2 3
    • • Editorial strategy spreadsheet• Keyword mapping spreadsheet
    • Wordle
    • Foundation of the web
    • • Partners and clients• Suppliers• Charity and sponsorships• Staff • Social profiles• Groups and associations• Events
    • • Resource lists• Niche directories• Case studies• Reviews and competitions• Top XX lists• Adverts• Brand mentions: “my company” –site:mycompany.com
    • • E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
    • • Natural• In built authority• Anchor text distribution• Repeat links• Make it interesting for the recipient• Can snowball
    • • Learn Google Webmaster Tools - http://crftd.md/gwmtintro• Online graders • http://www.woorank.com • http://marketing.grader.com• Try and break your own site• Internal and external linking
    • • Register social profiles http://knowem.com/• Schedule things is you’re time poor http://bufferapp.com/• Monitor http://sproutsocial.com• Authenticity is key• Everything takes time, is that bandwagon worth it?• It’s a perfect introduction, develop meaningful relationships
    • “I know only half of my advertising works. The problemis, I don’t know which half.”
    • • Define success per stakeholder• Execute, evaluate, enhance• Document everything• Analytics notes• Reward (and risk) is cumulative• People > Process > Technology
    • • Schema.org • Product • Organisation • Author• Analytics (not provided)• Cookie law – http://crftd.md/lxCrX2• Fragmented search
    • ContentLinksArchitectureStrategySocial
    • www.craftedmedia.comian.miller@craftedmedia.com@millerianhttp://uk.linkedin.com/in/millerian
    • • http://www.flickr.com/photos/st3f4n/• http://www.flickr.com/photos/wokka/• http://www.flickr.com/photos/robie06/• http://gizmodo.com/5878987/its-official-google-is-evil-now• http://www.flickr.com/photos/photonquantique/• http://www.flickr.com/photos/massenpunkt/• http://www.flickr.com/photos/bloomgal/• http://www.flickr.com/photos/pixx0ne/• http://www.flickr.com/photos/conorkeller/• http://www.flickr.com/photos/bobjagendorf/• http://www.flickr.com/photos/walkingsf/• http://www.flickr.com/photos/walkingsf/• http://www.flickr.com/photos/megpi/• http://www.flickr.com/photos/massimo_riserbo/• http://www.flickr.com/photos/realheightz/