On October 23rd, 2014, we updated our
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“You’ll never win an argument about SEO with the board of directors...” Natural enemy of the seo
Talk Business, not Search. Answer the right questions
Example 1: We need to buy (get) more links: “We need to incentivise brand evangelists” Talk their language
Example 2: Our lawyers have told us to remove tracking cookies: “that will hand a commercial advantage to our competitors” Pick your arguments wisely
Example 3: Our web agency quoted £50k to update URL structures: “we’re losing £50k quarterly on un-necessary PPC spend” Try and give financial answers
But Avoid Becoming:
2) Teach Search Enterprise level seo
Lead the team to “think” search
Educate Stakeholders: C-Level buy-in to SEO is paramount. resource allocation made easy
Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. resource allocation made easy
Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. If the company is already PPC savvy, leverage “blended” CPA resource allocation made easy
Educate Stakeholders: Evangelise don’t bore!
3) Choose the Right Strategy Enterprise level seo
Choose the right strategy How do you optimise a site that does not transact? Enterprise level seo
Choose the right strategy How do you optimise a site that does not transact? …Brand Build using SEO as your Platform! Enterprise level seo
Using SEO for Branding Target the person – not the keyword
Or “brand alignment” Find relevant easy terms
Demographic SEO Targeting Be innovative! – engage the searcher where they least expect it. Engage on informational searches
A PPC case study – works for seo
Key Takeaway: Work in a Competitive Niche? Find a related one that is less competitive! Extra Eyeballs = success
Don't become a parody of a businessman Target semantically related niches engage in arguments you can win Get Shit Done Study what's working in other disciplines Target niche demographics using search terms SEO can be used for brand building Choose a strategy that's relevant Talk Business first, Search Second Align your brand with aspirational search terms Leverage PPC comfort to aid SEO Build awareness Teach Search Evangelise SEO to key stakeholders Key points
Thank You! Martin Macdonald, Head of SEO, OMD firstname.lastname@example.org twitter: @seoforumsorg Get in touch. Its easy!