Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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
@hannahjthorpe
FROM	
  RECOMMENDATION	
  TO	
  
IMPLEMENTATION
@hannahjthorpe
Hannah	
  Thorpe
Head	
  of	
  SEO
@hannahjthorpe
hthorpe@white.net
Technical	
  SEO
Content	
  Marketing
S...
@hannahjthorpe
Why	
  do	
  we	
  produce	
  audits?	
  
-­‐ To	
  improve	
  performance	
  of	
  a	
  
website
@hannahjthorpe
Don’t	
  let	
  your	
  audits	
  
end	
  up	
  in	
  the	
  ‘technical	
  
audit	
  graveyard’
@hannahjthorpe
Sometimes	
  blue	
  sky	
  
thinking	
  just	
  isn’t	
  enough.
Let’s	
  get	
  practical.
@hannahjthorpe
There	
  	
  is	
  no	
  such	
  thing	
  as	
  
ROI	
  if	
  you	
  are	
  not	
  
implementing
@hannahjthorpe
Who	
  actually wants	
  
to	
  read	
  an	
  audit?	
  
@hannahjthorpe
One	
  technical	
  audit,	
  fully	
  implemented	
  =
105.2% increase	
  in	
  number	
  of	
  organic	
 ...
@hannahjthorpe
WHY	
  AREN’T	
  WE	
  
IMPLEMENTING?
@hannahjthorpe
NO	
  TIME
LACK	
  OF	
  UNDERSTANDING
UNINTENDED	
  CONSEQUENCES	
  
UNEXPECTED	
  VOLUME	
  OF	
  WORK	
 ...
@hannahjthorpe
RUBBISH	
  
EXCUSES
@hannahjthorpe
THE RULEBOOK
@hannahjthorpe
Define	
  the	
  why1
Quantify	
  everything2
Prioritise your	
  tasks3
Show	
  relationships4
Understand	
...
@hannahjthorpe
Define	
  the	
  why
1RULE
@hannahjthorpe
Amend	
  all	
  broken	
  links	
  either	
  by	
  removing	
  the	
  link	
  or	
  replacing	
  with	
  a	...
@hannahjthorpe
Quantify	
  everything
2RULE
@hannahjthorpe
Long	
  lists	
  of	
  tasks	
  will	
  seem	
  intimidating	
  &	
  difficult	
  to	
  relate	
  to	
  day...
@hannahjthorpe
Prioritise your	
  tasks
3RULE
@hannahjthorpe
Task Time Complexity Priority
Score	
  1	
  -­‐ 3	
  
Based	
  on	
  impact,	
  not	
  ease	
  of	
  implem...
@hannahjthorpe
Show	
  relationships
4RULE
@hannahjthorpe
Milestone	
  Tasks
Individual	
  Tasks
vs.
@hannahjthorpe
MON TUE WED THU FRI SAT SUN
TASK	
  A
TASK	
  B
TASK	
  C
TASK	
  D
TASK	
  E
TASK	
  F
@hannahjthorpe
Understand	
  your	
  stakeholders
5RULE
@hannahjthorpe
Practice	
  what	
  you	
  preach	
  &	
  use	
  
PERSONAS
@hannahjthorpe
@hannahjthorpe
JOB	
  TITLES	
  
PERSONALITIES
vs.
@hannahjthorpe
“You	
  look	
  like	
  you	
  
work	
  in	
  marketing”
@hannahjthorpe
THE	
  
PLAYFULS
THE	
  
POWERFULS
THE	
  
PEACEFULS
THE	
  
PRECISES
http://www.forbes.com/sites/hannylern...
@hannahjthorpe
JFDI
6RULE
@hannahjthorpe
Ask	
  for
FORGIVENESSNot
PERMISSION
@hannahjthorpe
In	
  Real	
  Life
@hannahjthorpe
What	
  happens	
  when...
“I implemented
and it all went
wrong”
@hannahjthorpe
Why	
  did	
  you	
  
do	
  it?
Alternative	
  
option?
How	
  are	
  you	
  
fixing	
  it?
@hannahjthorpe
THE	
  
PLAYFULS
THE	
  
POWERFULS
THE	
  
PEACEFULS
THE	
  
PRECISES
@hannahjthorpe
Make	
  good	
  choices.	
  
SearchLeeds, Hannah Thorpe 'Recommendation to implementation: How to GSD'
Upcoming SlideShare
Loading in …5
×

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

1,548 views

Published on

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.

Published in: Marketing
  • Login to see the comments

  • Be the first to like this

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.  

×