Expert Panel Session - SEO Content Strategies - ionSearch 2012
ionSearch 2012 - Expert Panel SuiteSEO Content StrategiesPeter Cobley – Commercial Director, home james - ModeratorLyndon Antcliff – Cornwall SEODavid Harling – Head of Search, Razorfish LondonTony Wood – Director of Digital, Eden Luxury GroupRob Hughes – Digital Insight Manager, home james
Engagement Metrics A DECADES WORTH OF PPC DATA SEARCH DATA ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION) eCRM ANALYSIS (RETENTION MODELS) CONVERSION ANALYSIS
rel=author product rich snippetsGOES WITHOUT SAYING…
0 1000 1200 1400 200 400 600 80011-Oct12-Oct13-Oct14-Oct15-Oct16-Oct17-Oct18-Oct19-Oct20-Oct21-Oct22-Oct23-Oct24-Oct25-Oct26-Oct27-Oct28-Oct29-Oct30-Oct31-Oct01-Nov02-Nov03-Nov04-Nov05-Nov06-Nov07-Nov08-Nov09-Nov10-Nov11-Nov Lane Bryant One Stop Plus
hômejamesdriven by performance SEO Content Strategies • ionSearch 2012 Rob Hughes @_robh_
hômejamesdriven by performance Outline ˆ Top Level Process - what’s changed and what hasn’t? ˆ What got broke? How did we sort it? ˆ Strategy Pre-Planning ˆ Content Creation & Distribution
hômejamesdriven by performance Top Level Process – Same ol’ Game
hômejamesdriven by performance What got broke? How did we sort it? Anchor text isn’t what it once was
hômejamesdriven by performance What got broke? How did we sort it? ˆ Site distributes and copies content ˆ Sites writes content for contents sake ˆ Lots of useless pages – affects crawl rate Get rid of it now!!
hômejamesdriven by performance Strategy Pre-Planning How much will How can we Is anything What do we it cost? How reach our stopping us? need to do? long will it audience? take?
hômejamesdriven by performance Creating a Structured Plan
hômejamesdriven by performance Conclusion Be Smarter Be Quicker