SEO Deliverance

SEO DeliveranceBrighton SEO14th September 2012Tony KingSEO Managing ConsultantSemetrical.com

What is SEO deliverance? ? 1. a formal pronouncement or expression of opinion 2. rescue from moral corruption or evil; salvation 3. another word for delivery 4. rescue from bondage or danger Source: www.thefreedictionary.com

Rescue from bondage… Rigid corporate structures  SEO‟s can be seen as „Just another brick in the wall‟  Tied up in pointless meetings Position yourself as the „Guru‟  Delivery something significant  A step change that gets you noticed

Theman is I Feel Like a Woman‟…No path to deliverance…The „Man, an Island…  Research Phase  Know your market  Know your competition  Know your website  Development Phase There‟s no limit  Know your objectives to what you  Know your strategy can deliver.  Know your limits  Implementation Phase  Know your audience  Know your plan  Know your sh*t

Research Phase  Know your market  Know your competition  Know your website

Know your Imarket… a Woman‟…The „Man, Feel LikeNo man is an Island…

Know your Icompetition…The „Man, Feel LikeNo man is an Island…a Woman‟…

Know your website… Like the back of your hand Get beneath the surface  Review your site analytics  Initiate an SEO audit  Run a comprehensive site crawl  Identify optimisation opportunities  Schedule regular website crawls Monitor on-going updates  Capture un-planned changes  Quantify SEO improvements

Inspect the un-inspected…Automation  Check your robots.txt  Audit your XML sitemaps  Domain management:  Redirection status  Canonical setup  Domain renewal dates  URL management:  Upper/lower case variations  Parameter ordering  Trailing slashes  Site performance:  Site speed  404 Error handling  Site downtime alerts  FREE Robotto Tool: robotto.semetrical.com

Development Phase  Know your objectives  Know your strategy  Know your limits

Know your objectives…AutomationKnow your objectives…  What‟s the company mission?  What‟s the website goal/s?  Are they being tracked correctly?  What‟s the value of each goal?  Have any specific objectives been set?  Traffic  Sales  Market share  Brand building  Campaign support  Are your objectives aligned with website goals?

Know your strategy… Project scope  (Scope + Costs) – Returns = Pitch Difficulty Staff and resources  Who will deliver the project?  In-house or outsource (to Semetrical) What are the costs?  SEO is not free  Technology & tools (DeepCrawl) Define the budget  Allow for seasonal trends  Consider the financial calendar Projected returns  Show me the money!

Know your Ilimits… a Woman‟…The „Man, Feel LikeNo man is an Island… Build & develop the search team  Read, Debate & Innovate Identify departmental advocates  Sales & Marketing  PR and Editorial  Editorial and Copy Writers  Webmasters/Infrastructure  Developers & Information Architects  UX Designers  Research Team Define and assign responsibilities Evaluate and feedback Nurture and support the teams

Implementation Phase  Know your audience  Know your plan  Know your sh*t

Know your audience… Who are you pitching to? What are their objectives? Consider your delivery method Pre-empt responses CEO/CFO CTO, IT Director  ROI  Infrastructure  Market share  Site performance  Developer resource/time Marketing Director Sales Director  Brand building  Lead generation  Market share  Direct marketing  User engagement  Competitive advantage

Know your plan… Start with a business case Let the figures speak for themselves… Revenue Cost Profit Year 1 £1,250,000 £450,000 £800,000 Year 2 £1,250,000 £250,000 £1,000,000 Year 3 £1,250,000 £250,000 £1,000,000 Year 4 £1,250,000 £250,000 £1,000,000 Year 5 £1,250,000 £250,000 £1,000,000 Total £6,250,000 £1,450,000 £4,800,000 It‟s all about the ROI… “Money talks, and bullsh*t walks” Bobbi Flekman This Is Spinal Tap http://www.imdb.com/title/tt0088258/quotes

Know your Iplan…Like a Woman‟…The „Man, FeelNo man is an Island…  Prepare your first draft:  Include a cover and contents page  Date and version stamp your document  Include an executive summary:  A synopsis of the key points and highlights  Avoid jargon  Keep it short but informative  Include research and data in an appendix  Get two people to proof read it:  Listen carefully to their feedback  Redraft sections that are difficult to understand  Prepare the final draft:  Print and bind copies for reference and distribution  Save a PDF version for digital distribution

Know your Ish*t…Like a Woman‟…The man is Ish*t…No man is anFeel Like a Woman‟… Know your anIsland… No „Man, Feel The „Man, Island…  Don‟t get burnt in the Dragons Den…

Deliverance… Island…a Woman‟…The „Man, anNo man is I Feel Like  Secure sign-off:  Preparation  Planning  Perfecting the pitch  Change development:  Coordinate the search teams  Maintain training and support  SEO UAT & QA  Audit changes  Ensure specifications are met  Check for side-effects  Deliver the change  Release to live  Celebrate with the team

Delivery is only the beginning... Now you need to… Monitor Maintain Performance

Prizes… I Feel Like a Woman‟…The „Man,Good news… You all have a chance to be a WINNER..! Semetrical are giving away a FREE DeepCrawl account to one of our Twitter followers. Simply follow @Semetrical on Twitter before the end of September 2012 and ReTweet our promotional tweet to be in with a chance of winning. See our blog for full details: blog.semetrical.com/win-deepcrawl/

Thanks…  You have been watching… Tony King - @ToastedTeacake SEO Managing Consultant at Semetrical  Find out more at… www.semetrical.com blog.semetrical.com www.deepcrawl.co.uk  Follow us on Twitter… @semetrical

http://www.scoop.it	50
http://www.marketingmyjourney.com	36
http://marketingmyjourney.com	3
http://webcache.googleusercontent.com	1

SEO Deliverance

by Tony King on Sep 19, 2012

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 90

Statistics

SEO Deliverance Presentation Transcript