Cicada selling-seo

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What is SEO? How do you do SEO? Who should do SEO?
A guide for consultants and in-house marketing teams selling SEO to non-technical decision makers

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Cicada selling-seo

  1. 1. @nedwells Selling SEO Ned Wells, Cicada April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
  2. 2. @nedwells April 2013 2 © Copyright 2013 Cicada Online Ltd. All rights reserved
  3. 3. @nedwells We want to be #1 on Google. Can you help? http://www.flickr.com/photos/smithsonian/5493933573/sizes/l/in/photostream/ April 2013 3 © Copyright 2013 Cicada Online Ltd. All rights reserved
  4. 4. @nedwells The 3 mysteries of SEO 1.  What is it? 2.  How do you do it? 3.  Who should do it? http://www.flickr.com/photos/floridamemory/8141802945/sizes/l/in/photostream/ April 2013 4 © Copyright 2013 Cicada Online Ltd. All rights reserved
  5. 5. @nedwells What is SEO? Making websites: •  Easier to find •  Easier to use •  Easier to measure http://www.flickr.com/photos/library_of_congress/2178331373/sizes/o/in/photostream/ April 2013 5 © Copyright 2013 Cicada Online Ltd. All rights reserved
  6. 6. @nedwells What is SEO? SEO is an outcome of good digital marketing http://www.portent.com/blog/seo/wtf-is-seo.htm April 2013 6 © Copyright 2013 Cicada Online Ltd. All rights reserved
  7. 7. @nedwellsHow do you do SEO? 4.  Go around again! 1.  Understand the client’s 3.  Measure how business effective the ‘stuff’ was 2.  Do some ‘stuff’ April 2013 7 © Copyright 2013 Cicada Online Ltd. All rights reserved
  8. 8. @nedwells •  Business objectives •  Products / services •  Competitors •  Current marketing1.  Understand activities the client’s •  What’s the website for? business •  How do you measure it? •  Customer personas •  Target keywords April 2013 8 © Copyright 2013 Cicada Online Ltd. All rights reserved
  9. 9. @nedwellsHow do you do SEO? 1.  Understand the client’s business 2.  Audit the website, April 2013 identify gaps 9 © Copyright 2013 Cicada Online Ltd. All rights reserved
  10. 10. @nedwells 2. Audit and gap analysis 1.  Finding the website 2.  Using the website 3.  Competitor review 4.  Social landscape 5.  On-page tech audit April 2013 10 © Copyright 2013 Cicada Online Ltd. All rights reserved
  11. 11. @nedwellsHow do you do SEO? 1.  Understand the client’s business 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 11 © Copyright 2013 Cicada Online Ltd. All rights reserved
  12. 12. @nedwells 3. Prioritise PRIORITY: A FUNCTION OF URGENCY AND IMPACT Urgency Action Effort / cost Priority required H M L Impact Build custom 404 page 1 day 4 H 1 2 3 Set up goal and funnel on checkout 4 hours 1 Basic on-page SEO 30 mins per page 2 M 2 3 4 Set up Google Authorship 4 hours 2 L 3 4 5 ……. …….. April 2013 12 © Copyright 2013 Cicada Online Ltd. All rights reserved
  13. 13. @nedwellsHow do you do SEO? 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 13 © Copyright 2013 Cicada Online Ltd. All rights reserved
  14. 14. @nedwells 4. ImplementationPriority Date / Instigated Area Task Task description rev by name Status: In testing Completed Web agency awaiting response Action web agency Action SEO agency Action client April 2013 14 © Copyright 2013 Cicada Online Ltd. All rights reserved
  15. 15. @nedwellsHow do you do SEO? 5.  Measure 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 15 © Copyright 2013 Cicada Online Ltd. All rights reserved
  16. 16. @nedwells 5. Measuring •  Reach Status Description •  Act RED Needs immediate attention •  Convert AMBER Status concerning, but actions are underway •  Engage Status is good, no action GREEN required Hat tip: smartinsights.com April 2013 16 © Copyright 2013 Cicada Online Ltd. All rights reserved
  17. 17. @nedwells April 2013 17 © Copyright 2013 Cicada Online Ltd. All rights reserved
  18. 18. @nedwellsHow do you do SEO? 6.  Go around again! 5.  Measure 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 18 © Copyright 2013 Cicada Online Ltd. All rights reserved
  19. 19. @nedwells Who should do SEO? Technical SEO Copywriters PR UX Strategic marketing Analytics Social Planning and managing April 2013 19 © Copyright 2013 Cicada Online Ltd. All rights reserved
  20. 20. @nedwells SEO needs a team approach • Client team • Strategist • Functional experts April 2013 20 © Copyright 2013 Cicada Online Ltd. All rights reserved
  21. 21. @nedwells Take away… 1.  “We want to rank better” = warning signal 2.  Turn it around: discuss the client’s business goals 3.  Talk the client’s language 4.  Give them the ‘wide’ view of SEO 5.  Show prospects a process they can understand, control and measure April 2013 21 © Copyright 2013 Cicada Online Ltd. All rights reserved
  22. 22. @nedwells Thank you. Ned Wells ned@cicada-online.com @nedwells +44 7813 894 341 cicada-online.com April 2013 www.cicada-online.com © Copyright 2013 Cicada Online Ltd. All rights reserved

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