Considering your project strategy

Annabel
Hodges
(@searchPanda)



 Search
marketing
&
Analytics
panda


 (like
a
monkey
only
cooler)


 Advocate
of
integra...
THE
CLIENTS
              THE
AGENCY


                   Search
is
not
necessarily
a

                    priority


   ...
What
should
you
be
asking
at
the
start
of
a
project?

Don’t
ask
how
best
to
implement

your
SEO
strategy.



Ask
if
a
SEO
strategy
is
the
best

strategy
to
implement.

When
a
traditional
SEO
strategy
was
not
the
right
route

Channel
4
Education

Sites

The
brief




SEO
campaign
for
existing
Channel
4
Education
sites
–
targeting

teachers


• 

Want
to
improve
rankings
for...
The
Project
Research





  
Keyword
Research
–
what
do
we
target?



  
Current
state
of
SERPS



  
Focus
groups


 ...
The
Findings





    What
do
teachers
look
for?

    ‐
Subject‐specific
teacher
resources


    Do
they
look
for
resources...
The
Proposed
Solution




      Combined
Process


        Part
Content
Distribution



        Part
SEO
(and
second‐han...
The
Content

Distribution

Blogs
/
Social
Media



Resource
Pages
for

SEO



• 
Search
AND
Social


• 
Link
back
to
project

resources
page
from

teacher
resources
site


•...
The
SERPs

Joined
up
search
&

social





           The
Big
     The
Small





          The
Social
    Search

Future
Production

Process

Results




    • 
Engaged
50+
sites
and
identified
22
‘key’
players


    • 
Distributed
content
from
an
initial
9
project...
The
brief




Two‐part:

 
Build
a
micro‐site
for
New
Look
to
encourage
interactivity
with
audience

 
SEO
Campaign
for
...
The
Project
Research




                    Weighing
up
the
Options

 
Site
Build
+
SEO

considerations


 
Keyword
Res...
The
Solution





                New
Look
TV


SEO
meets
Social
Media





    • 
100%
Hosted
on
Youtube



    • Presented
by
YOU



    • 
Competition
to
find
presenter...
Natural
conversation

starter




       That
old
‘creating
conversations’
adage
is
true


 Not
only
does
the

 audience
...
Joining
up
the

conversations






Link
to
main
site


Recent
Tweets


Call
to
Upload


Social
Media

Buttons

Joining
up
the

conversations





Setting
up

competitions
using

Youtube
material
to

encourage
people
to

go
to
the
sit...
The
SERPs

Some
Stats





                   Top
10
all‐time
most
subscribed
sponsor

                    channel

               ...
Some
thoughts




• 
Ideal
world
=
Budget
+
SEO
+
Build
+
IA
+UX
+
Social
etc


• 
Reality
=
get
the
best
traffic
to
the
bes...
The
downside
to
UGC

When is an SEO Campaign Not an SEO Campain
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When is an SEO Campaign Not an SEO Campain

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My presentation from BrightonSEO - July 2010. Case studies focusing on considering an integrated appproach and looking beyond traditional SEO.

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When is an SEO Campaign Not an SEO Campain

  1. 1. Considering your project strategy

  2. 2. Annabel
Hodges
(@searchPanda)
 Search
marketing
&
Analytics
panda

 (like
a
monkey
only
cooler)
 Advocate
of
integrated
traffic
generation
strategies

 Lover
of
multilingual
projects
 SEO
Director
at
Manning
Gottlieb‐OMD
 Follow
me:
@searchPanda

  3. 3. THE
CLIENTS
 THE
AGENCY
   Search
is
not
necessarily
a
 priority
   You
will
butt
heads
with
almost
 all
other
teams
within
the
 agency
–
design,
tech
etc.
   You
are
often
brought
into
a
 wider
project
at
a
late
stage

  4. 4. What
should
you
be
asking
at
the
start
of
a
project?

  5. 5. Don’t
ask
how
best
to
implement
 your
SEO
strategy.
 Ask
if
a
SEO
strategy
is
the
best
 strategy
to
implement.

  6. 6. When
a
traditional
SEO
strategy
was
not
the
right
route

  7. 7. Channel
4
Education
 Sites

  8. 8. The
brief
 SEO
campaign
for
existing
Channel
4
Education
sites
–
targeting
 teachers
 • 

Want
to
improve
rankings
for

teacher
resource
related
keywords
 • 
Successful
and

search
engine
visible
in
teenage
market
 • 
Don’t
want
to
scare
those
teenagers
away
but
do
want
to
make
it
clear
these
 sites
are
also
a
teaching
resource
 SO:
 How
to
optimise
each
individual
website
without
scaring
off
 the
teenagers?!

  9. 9. The
Project
Research
  
Keyword
Research
–
what
do
we
target?
  
Current
state
of
SERPS
  
Focus
groups
  
Neighbourhood
research
  
Identify
content
distribution

and/or
link
 building
potential
  
Identify
sites
that
could
rank
for
resource
 related
keywords
above
our
own

  10. 10. The
Findings
 What
do
teachers
look
for?
 ‐
Subject‐specific
teacher
resources
 Do
they
look
for
resources
or
resources
sites?
 ‐
They
tend
to
look
for
resources,
only
TES
is
a
recognised
go‐ to
site
 Are
they
finding
our
sites?
 ‐ 
Yes
and
No
 ‐ 
Sites
often
present
but
teachers
don’t
understand
they
are
 also
teacher
resource
tools

  11. 11. The
Proposed
Solution Combined
Process
   Part
Content
Distribution
   Part
SEO
(and
second‐hand
SEO)
   Improved
production
process
for
future
 projects

  12. 12. The
Content
 Distribution

  13. 13. Blogs
/
Social
Media



  14. 14. Resource
Pages
for
 SEO
 • 
Search
AND
Social
 • 
Link
back
to
project
 resources
page
from
 teacher
resources
site
 • 
Explains
clearly
how
 the
site
can
be
used

  15. 15. The
SERPs

  16. 16. Joined
up
search
&
 social
 The
Big
 The
Small
 The
Social
 Search

  17. 17. Future
Production
 Process

  18. 18. Results
 • 
Engaged
50+
sites
and
identified
22
‘key’
players
 • 
Distributed
content
from
an
initial
9
projects
across
these
sites
 • 
Increased
visibility
on
search
engines
via
Teacher
Resources
sites
:
 • 
Top
5
results
for
8

of
those
projects
on
resource
specific
keywords
 • 

Significantly
increased
referral
traffic
from
education

resource
sites
 to
individual
project
sites.

 • 
Increase
in
brand
name
searches/direct
traffic

  19. 19. The
brief
 Two‐part:
  
Build
a
micro‐site
for
New
Look
to
encourage
interactivity
with
audience
  
SEO
Campaign
for
keyterms
where
the
brand
is
not
currently
visible

 • 
Not
visible
for
keyterms
relating
to

celebrity,
shop
openings,
collection
launches,
trends
 etc.
 • 
There
was
a
gap
in
the
market
online
within
the
15‐25
age
group,
the
most
internet
savvy
 prospective
consumers

 SO
 How
to
build
&
optimise
a
micro
site
‐
targeting
a
younger
 audience?

  20. 20. The
Project
Research
 Weighing
up
the
Options
  
Site
Build
+
SEO

considerations
  
Keyword
Research
  
Focus
groups
  

How
do
we
optimise
this
site?
What
are
we
trying
to
rank
for?
  

Researching
current
offerings:
How
does
New
Look
currently

 use

SEO
and
social
media?
  
What
kind
of
content
should
we
be
looking
to
create
to
focus
on
 teenage
market?
  

What
can
we
create
with
the
budget
we
have?

  21. 21. The
Solution
 New
Look
TV


  22. 22. SEO
meets
Social
Media
 • 
100%
Hosted
on
Youtube
 • Presented
by
YOU
 • 
Competition
to
find
presenters
–
UGC
uploaded
content
 • 
Celeb
&
fashion/collections
specials
 • 
Search
rankings
focusing
on
video‐friendly
key
terms
–
increase
chance
of
 views

  23. 23. Natural
conversation
 starter
   That
old
‘creating
conversations’
adage
is
true
 Not
only
does
the
 audience
comment
 on
the
content.
 The
presenter
has
a
 chance
to
respond
in
 kind.

  24. 24. Joining
up
the
 conversations
 
Link
to
main
site
 Recent
Tweets
 Call
to
Upload
 Social
Media
 Buttons

  25. 25. Joining
up
the
 conversations
 Setting
up
 competitions
using
 Youtube
material
to
 encourage
people
to
 go
to
the
site.
 Promoting
them
 across
all
platforms
–
 e.g.
Facebook

  26. 26. The
SERPs

  27. 27. Some
Stats

   Top
10
all‐time
most
subscribed
sponsor
 channel
   Top
50
all‐time
most
viewed
sponsor
channel
   500,000+
YouTube
video
views
   130,000+
Facebook
community
   Best
Retail
Campaign
–
2010
Revolution
 Awards

   Appearing
in
universal
search
results
for
all
 key
terms
related
to
celebrity
and
collection
 reviews
–
where
the
main
site
does
not.

  28. 28. Some
thoughts
 • 
Ideal
world
=
Budget
+
SEO
+
Build
+
IA
+UX
+
Social
etc
 • 
Reality
=
get
the
best
traffic
to
the
best
place
in
the
best
way
possible
 (WITHIN
CONSTRAINTS)
 • 
SEO
is
more
than
keywords
and
links
–
think
integration
 • 
Pure
SEO
projects
are
not
always

the
solution
 • 
Focus
on
your
project
goals
not
on
your
SEO
goals

  29. 29. The
downside
to
UGC


×