Sikora seo planning-semcamp_2013

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Sikora seo planning-semcamp_2013 Sikora seo planning-semcamp_2013 Presentation Transcript

  • learn from the pastlive in the presentplan for the future
  • WELCOME TOA step by step process on how to make SEO the most efficient channelin your organisationEnterprise level SEOstrategy and its execution
  • ABOUT THE SPEAKER.02Magdalena SikoraMC Marketing ManagerIn heart- SEO SpecialistI’ve worked with companies like• Avis• AutoTrader• Expedia• TripAdvisorI currently work on a full time basis@NewLook.com
  • SEO becomes more and more challenging:- Google Updates- Problems with tracking- Competitiveness increaseENOUGH TO KEEP US AWAKE AT NIGHT!WHY THIS SUBJECT?03
  • The below is a step by step process and methodology behind SEO strategy.It is especially helpful when you deal with seasonal searches.SEO WORK PROCESSsDiscover4Build the PlanoDeploy7Grow & Measure043CreateKeyword Universe
  • STEP ONEDISCOVER
  • ORGANISE A SESSION WITH YOUR SEO AGENCY no one in the company will know us much as they do!1. LEARNABOUT THE PAST.06DISCOVER
  • MEET WITH TEAMS AND ASK THEM RELEVANT QUESTIONS Which product is the best seller? Which product is most important from business perspective- highestmargins, best conversion? Which product needs to sell2. LEARNABOUT THE PRODUCT YOU SELL (!)07DISCOVER
  • STEP TWOKeywords Universe are all possible terms relevant to your site that bring or could bring aquality traffic to your websiteORGANISE: BUILD KEYWORD UNIVERSE
  • 1. GATHERALL RELEVANT TERMS.09BUILDING KEYWORDS UNIVERSELIST ALL TERMS THAT CURRENTLY BRING TRAFFIC Omniture, Google Analytics Internal searches on your siteDISCOVER NEW KEYWORDS Use free tools: Google KW Adwords, PAID: Wordtracker,Hitwise Research your competitors sitesGATHER THE FINDINGS FROM YOUR ‘DSCOVERY’ PROCESS
  • 2. TAG EVERY TERM.10BUILDING KEYWORDS UNIVERSEBY ‘CATEGORY’ (main themes on your site) clothing: dresses, outwear, accessories, shoes travel: hotels, flights, holidaysBY KEYWORD PATTERN, travel: hotels in {destination}, {destination} hotels, 4-starhotels in {destination}BY TYPE- GENERIC, SEASONAL, IMPORTANCE
  • 3. CREATE THE FINAL FILE.11BUILDING KEYWORDS UNIVERSESAVE IT AND NEVER OVERWRITE THIS FILE- THAT’S YOUR BENCHMARK (!)
  • STEP THREEIt is all about maximising the potential knowing that we all have limited resourcesBUILD THE PLAN
  • CREATE YOUR SEO ACTION PLAN13“COATS” category strategyWe start working on a term at least 4months before the search peak starts!You can create it on a category or keywords level.Since we all have limited resources we focus all our activities based onseasonal approachMAYON- PAGEOPTIMISATIONOCTEND OFLINK BUILDING!CREATE A STRATEGYJULSTART OFLINK BUILDINGSEPBEGINNING OFSEARCH PEAKDECTHE END OFSEARCH PEAK
  • YOU WON’TACHIEVE YOUR GOALS ALONE!MERGE YOUR PLAN WITHALL OTHER TEAMSAND THEIR CALENDARS14CREATE A STARTEGY“COATS” category strategyWe start working on a term at least 4months before the search peak starts!MAYON- PAGEOPTIMISATIONOCTEND OFLINK BUILDING!JULSTART OFLINK BUILDINGSEPBEGINNING OFSEARCH PEAKDECTHE END OFSEARCH PEAKPRPPCIF WE ARENOT HIGHFOR SEOYETSOCIALSTART OFACTIVITIESSOCIALEND OFACTIVITIES
  • CHOOSE YOUR KEYWORDS15CREATE A STRATEGY• Search volumes• Competiveness of the term• Who currently ranks? Am I relevant enough?• Will it be in stock in 3 month time?• Current conversion• Profit margins?When choosing terms take also other factors in to account (not onlyseasonality):
  • STEP FOURDEPLOYMENTAND WORKING WITH TEAMS
  • 1. INTRODUCE SEOAGENCYTOALL DEPARTMENTSAND TREAT THEM AS YOUR INTERNALTEAM17DEPLOY• Share everything you can!• Meet at least once a week!• Inform about crucial businessdecision that might affectthem/ their work• Sign them up to all relevantinternal distribution lists- itwill speed things up (!)• Give them access to yourinternal tools (Omniture etc.)Keep them as a part of your business- you have the same goal!
  • 2. SEOAND SOCIALARE BETTER TOGETHER.18DEPLOY• Organise meetings on a monthly basiswith both SEO agency and socialteams• Review campaigns together eachmonth and agree which socialcampaigns could be supported by SEOactivities• Social teams are usually less techsavvy- suggest to support them(advise on measurement tools etc.)• Run brainstorm meetings on at leastquarterly basis
  • 4. SEOAND PPC AREALSO BETTER TOGETHER.19DEPLOYYou both have the same goal- increase website’s visibility in SERP.They should not be pitted against one another in competition, but each oneshould be recognised that they have strengths when trying to achieve acommon goal.These strengths should be utilised to their fullest and intelligence (keywordsand usability) from PPC should be fed back into the SEO campaign.This holistic approach to search engine marketing should ensure that youare getting the most from both your SEO and PPC campaigns, rather thantreating them as completely isolated marketing channels.
  • 3. ORGANISE INTERNAL SEO TRAININGS!20DEPLOYMake others excited about SEO (Yes, you can!:)Run these trainings individually with each team as each team has differentfocus and repeated it every 6 months (teams change):Teach them how to use keywordstool!Explain what is meta title, descriptionetc.CONTENTYou can help them increasementions!You can share our bloggerscontact detils!You can help them toincrease bloggers outreach!SOCIALYou will make sure that your PRs arefully optmised, so send them over!You will help to make them popularonline, so they are seen by the rightaudience!PR TEAM
  • STEP FIVEMEASURE
  • 1. MEASURE YOUR RANKINGS22MEASURE• Check your Keyword Universe rankings at leasttwice a month• Check your quarterly targeted terms twice aweek• Monitor competitors at least on a monthlybasis(!)
  • 2.1. BE AWARE OF THE HEADWINDS23MEASUREChrome v.25 went fully live in Jan (with encrypted for all possible searches).In April, Chrome v.26 was launched with encrypted searches fully rolled out
  • 2.2. BE AWARE OF THE HEADWINDS24MEASURENew Apple iOS6 as well as Android 4+ completely strip away the referringsource, as a result:• You not only not seeing keywords that bring you this traffic, but• Organic search and all the search traffic is being bucketed as Direct sitetraffic (!)
  • NEXTAny questions?Discussion