Is SEO best practice always about white hat vs black hat? NO! It is about making sure we give the client what they require. In 2013 it is very clear that clients want 3 things: results (obviously) accountability, and education. This presentation covers some points on all 3.
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Pleaseavoidthisdebate…
…wewillbehereforweeks!
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Let’sfocusonwhatclientswant!
Results
• Related to real ROI
• In line with forecasts
Accountability
• What is the client
getting for their
money?
• Often time consuming
Education
• SEO is a new channel
• Lots of client
stakeholders have to
get involved
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Whyisforecastingimportant?
HowcanIdoit?
1st 2nd 3rd
4th 5th 6th 7th 8th 9th 10th
“android tablet”:
60,500 searches / month (USA)
Good
forecast
Good
chance
of result
Good
relations
Repeat
business
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NeverReportusingExcelagain!
Analyse &
Interpret Data
Collect & Sort
Data
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RealROIisn’tprovenbyvisitsalone
+Defined goals
•Attribution across media channels, revenue
driven by each channel, “big data”
+Webmaster tools
•How Google views your site, explain major
changes in traffic numbers from SEO
Normal Google Analytics
•We can describe how visibility in natural
search is affecting traffic to the website
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TaskmanagementwillhelpusteachclientsSEO
Collate possible
changes &
prioritise
Decide what to
push to client
Stores all tasks &
communicates to
client
Implements
following
instructions
Closes tasks or
issues reminders
Client DevPFX SEO
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Structured Data
Centrally available
Can be filteres by
client, market or business
type
9
StatusreportsmadesimpleusingGDocs
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OtheragenciesarestartingtodominateSEO
education…howarewegoingtoapproachthis?
Indexation
Links Distribution
Content
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Putyourselfintheclient’splace
Build up
client
contacts
Prioritise!
Understand
client dev.
cycle
Editor's Notes
Very disparate right nowWe have our pillars methodology, but do we need something that shows SEO’s place in the media mix?Other agencies pushing generic programmes - DistilledU