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SearchLeeds, Hannah Thorpe 'Recommendation to implementation: How to GSD'

SearchLeeds, Hannah Thorpe 'Recommendation to implementation: How to GSD'

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Hannah is Head of SEO at White.net, an integrated digital marketing agency. Hannah’s role covers everything from leading complex technical strategies, to creating innovative content campaigns and harnessing data to drive results.

Hannah is Head of SEO at White.net, an integrated digital marketing agency. Hannah’s role covers everything from leading complex technical strategies, to creating innovative content campaigns and harnessing data to drive results.

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SearchLeeds, Hannah Thorpe 'Recommendation to implementation: How to GSD'

  1. 1. 刀攀挀漀洀洀攀渀搀愀琀椀漀渀 琀漀 椀洀瀀氀攀洀攀渀琀愀琀椀漀渀㨀 䠀漀眀 琀漀 䜀匀䐀 眀椀琀栀 䠀愀渀渀愀栀 吀栀漀爀瀀攀 昀爀漀洀 圀栀椀琀攀⸀一攀琀
  2. 2. @hannahjthorpe FROM  RECOMMENDATION  TO   IMPLEMENTATION
  3. 3. @hannahjthorpe Hannah  Thorpe Head  of  SEO @hannahjthorpe hthorpe@white.net Technical  SEO Content  Marketing Social  Strategy   I  improve  websites  for   customers, which  helps  brands   sell  more  
  4. 4. @hannahjthorpe Why  do  we  produce  audits?   -­‐ To  improve  performance  of  a   website
  5. 5. @hannahjthorpe Don’t  let  your  audits   end  up  in  the  ‘technical   audit  graveyard’
  6. 6. @hannahjthorpe Sometimes  blue  sky   thinking  just  isn’t  enough. Let’s  get  practical.
  7. 7. @hannahjthorpe There    is  no  such  thing  as   ROI  if  you  are  not   implementing
  8. 8. @hannahjthorpe Who  actually wants   to  read  an  audit?  
  9. 9. @hannahjthorpe One  technical  audit,  fully  implemented  = 105.2% increase  in  number  of  organic  sessions  the   following  month
  10. 10. @hannahjthorpe WHY  AREN’T  WE   IMPLEMENTING?
  11. 11. @hannahjthorpe NO  TIME LACK  OF  UNDERSTANDING UNINTENDED  CONSEQUENCES   UNEXPECTED  VOLUME  OF  WORK   LIMITED  RESOURCE   NO  MOTIVATION CONFLICTING  VIEWS
  12. 12. @hannahjthorpe RUBBISH   EXCUSES
  13. 13. @hannahjthorpe THE RULEBOOK
  14. 14. @hannahjthorpe Define  the  why1 Quantify  everything2 Prioritise your  tasks3 Show  relationships4 Understand  your  stakeholders5 JFDI6
  15. 15. @hannahjthorpe Define  the  why 1RULE
  16. 16. @hannahjthorpe Amend  all  broken  links  either  by  removing  the  link  or  replacing  with  a  link  to  the  relevant   page…   …this  will  improve  the  UX  on  site,  and  the  way  authority  flows  around  the  entire  site…   …which  means  better  ranking  ability  to  generate   organic  traffic  and  more  likelihood  to  convert   users  who  have  a  good  experience  on  site.
  17. 17. @hannahjthorpe Quantify  everything 2RULE
  18. 18. @hannahjthorpe Long  lists  of  tasks  will  seem  intimidating  &  difficult  to  relate  to  day-­‐to-­‐day Task Time Complexity
  19. 19. @hannahjthorpe Prioritise your  tasks 3RULE
  20. 20. @hannahjthorpe Task Time Complexity Priority Score  1  -­‐ 3   Based  on  impact,  not  ease  of  implementation  -­‐ ‘quick  wins’  
  21. 21. @hannahjthorpe Show  relationships 4RULE
  22. 22. @hannahjthorpe Milestone  Tasks Individual  Tasks vs.
  23. 23. @hannahjthorpe MON TUE WED THU FRI SAT SUN TASK  A TASK  B TASK  C TASK  D TASK  E TASK  F
  24. 24. @hannahjthorpe Understand  your  stakeholders 5RULE
  25. 25. @hannahjthorpe Practice  what  you  preach  &  use   PERSONAS
  26. 26. @hannahjthorpe
  27. 27. @hannahjthorpe JOB  TITLES   PERSONALITIES vs.
  28. 28. @hannahjthorpe “You  look  like  you   work  in  marketing”
  29. 29. @hannahjthorpe THE   PLAYFULS THE   POWERFULS THE   PEACEFULS THE   PRECISES http://www.forbes.com/sites/hannylerner/2013/03/05/understand-­‐peoples-­‐personalities-­‐and-­‐become-­‐successful/#3da96fdf6a8bw
  30. 30. @hannahjthorpe JFDI 6RULE
  31. 31. @hannahjthorpe Ask  for FORGIVENESSNot PERMISSION
  32. 32. @hannahjthorpe In  Real  Life
  33. 33. @hannahjthorpe What  happens  when... “I implemented and it all went wrong”
  34. 34. @hannahjthorpe Why  did  you   do  it? Alternative   option? How  are  you   fixing  it?
  35. 35. @hannahjthorpe THE   PLAYFULS THE   POWERFULS THE   PEACEFULS THE   PRECISES
  36. 36. @hannahjthorpe Make  good  choices.  

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