Brighton seo charity roundtable

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Market watch: what's changing in the digital / SEO marketplace and how is this relevant to charities? …

Market watch: what's changing in the digital / SEO marketplace and how is this relevant to charities?

Industry best practice: SEO processes & skills

SEO insight and measurement, financial planning

More in: Business
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  • 1. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedCharity and NGO roundtablewww.cicada-online.com11th April 2013
  • 2. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedComing up…Item TimingsArrival, coffee, introductions 4:00 to 4:15DiscussionYour aims for today’s session 4:15Market watch 4:25Industry best practice 4:35Insight and measurement 4:45Financial planning 4:55Key resources and allocation 5:05Close, coffee, networking 5:15 to 5:30
  • 3. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedYour aims for todays sessions1 thing you’d like to getout of this afternoon’sdiscussion?Timings: 4:15 to 4:25
  • 4. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reserved“Market watch”Whats changing in the digital / SEOmarketplace and how is this relevantto charities?•  Google algorithm•  Proliferation of software tools: for research,insight, and analysis•  Social media developmentsTimings: 4:25 to 4:35
  • 5. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedIndustry best practice•  Processes ~ best way to do SEO?•  Response to algorithmic changes ~ Impactof Panda & Penguin and other changes toGoogle: has SEO got harder?•  Skills ~ the breadth of skills required, touch-points with marketing, communications, PR,web developmentTimings: 4:35 to 4:45
  • 6. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedHow we work~ process overview2.  Reviewwebsiteperformance1.  Define thewebsite’spurpose• Strategic objectives• Digital objectives• Digital metrics• Outline business case• Finding your site• Using your site• Competitor review• Social media profile• Technical on-page SEO• Recommendations andplanning3.  Optimise website conversionsSet the strategic context Improve website performance4.  Optimise rankings and trafficPLANDOCHECKACT
  • 7. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedThe SEO improvement processMeeting-  Review progress-  Agree changesImplement-  Cicada-  Agency-  ClientLet thechanges‘bed in’Measure,analyse &report
  • 8. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedDealing with Panda & PenguinIt’s all about creating greatcontent, and then promoting itTHEME FrameworkT tribeH hookE engaging piece of contentM marketingE evaluateReference: Internet Marketing Podcast / Sitevisibility.com
  • 9. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedInsight and measurementWhatare the things that matter to acharitable organisation, that canor should be measured?Howshould things be measured?Frameworks, frequency,ownership?Timings: 4:45 to 4:55
  • 10. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedStatus DescriptionNeeds immediateattentionStatus concerning, butactions are underwayStatus is good, no actionrequiredMeasuringHat tip: smartinsights.com•  Reach•  Act•  Convert•  EngageREDAMBERGREENTimings: 4:45 to 4:55
  • 11. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedMeasuringTimings: 4:45 to 4:55
  • 12. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedFinancial planningHow do you / should you goabout setting:•  marketing / digital objectives•  budgets to achieve those objectives•  measure and assess progress / value for money /ROI•  What processes are there for controlling digitalspend and keeping within budget?Timings: 4:55 to 5:05
  • 13. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedKey resources and allocationBudgets•  covered earlier?•  agency spendClient time•  working / liaising withand between agencies•  planning and strategy•  reporting and analysis•  social media•  content developmentTimings: 5:05 to 5:15
  • 14. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedCoffee, close, networkingDid you get what youneeded from thisafternoon’s discussion?Timings: 5:15 to 5:30
  • 15. BrightonSEO charity roundtable11th April 2013© Copyright 2013 Cicada Online Ltd. All rights reservedwww.cicada-online.comThank you.Ned WellsDirectorCicada Online LtdHamilton House1B Howard StreetOxford OX4 3AYE: ned@cicada-online.comT: 07813 894 341For further information about Cicada Onlinevisit our website at www.cicada-online.com