My football inspired SEO target setting framework

1. seomcgarry #brightonSEO
BSEO Intro Slide
SEO Strategy c/o Gareth Southgate
My Football Inspired SEO
Target Setting Framework
Martin McGarry | SearchAssistance
slideshare.net/MartinMcGarry2
@seomcgarry

2. seomcgarry #brightonSEO
seomcgarry #brightonSEO
What's our current
LSI keyword density?
We need to
grow our DA
WTF! Are we number
one for snippets
A poor SEO somewhere in the world right now… The person they report to…
seomcgarry #brightonSEO

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“It Depends!”
seomcgarry #brightonSEO
I Know SEO
Optimisation

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“It Depends!”
seomcgarry #brightonSEO
It’s Just
SEO

5. seomcgarry #brightonSEO
seomcgarry #brightonSEO
No Structure =
No Boundaries

6. seomcgarry #brightonSEO
seomcgarry #brightonSEO
“It Depends!”
seomcgarry #brightonSEO

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And Then I Found
Inspiration

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In 1996…
Gareth Southgate
MISSED a Semi-Final
Penalty in Another
Major TOURNAMENT
Shoot Out

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They QUESTIONED &
they CRITICISED

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BUT He Backed Himself
To SUCCEED

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In 2006 He Became a
Club Manager Winning
No Titles
No Trophies
No Tournaments

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They QUESTIONED &
they CRITICISED

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BUT He Backed Himself
To SUCCEED

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In AUGUST 2013 He Was Appointed
ENGLAND U21 Manager
No Titles
No Trophies
No Tournaments

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They QUESTIONED &
they CRITICISED

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BUT He Backed Himself
To SUCCEED

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So why…
In September 2016
No Titles
No Trophies
No Tournaments
Why…
seomcgarry #brightonSEO

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…Why Was He Appointed To
SENIOR ENGLAND MANAGER?

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Because He Backed Himself
To SUCCEED

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Because
He Had
A PLAN
seomcgarry #brightonSEO

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This Was The Plan!

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Step 1: Be Competitive Again
The Minimum
Where You SHOULD Be

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That Means…
Stop Losing To Iceland

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Step 2: Tournament Finals
The Medium
Where You COULD Be

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That Means…
Semi-Finals & Finals

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Step 3: Win World Cup 2022
The Maximum
Where You Would Be

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That Means…
Being The Best

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seomcgarry #brightonSEO
Where You SHOULD Be
Where You COULD Be
Where You WOULD Be

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Let’s Go Back To 2016…

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English FA:
“Can we compete
again Gareth?”
2016:

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2016:
Gareth Southgate:
“It depends…”

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2016:
English FA:
“Can we compete again Gareth?”
Gareth Southgate:
“That’s the plan!”

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seomcgarry #brightonSEO
Where You SHOULD Be
Where You COULD Be
Where You WOULD Be
Year 1-2
Year 2-4
Year 4-6

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seomcgarry #brightonSEO
seomcgarry #brightonSEO
In The Absence of a Plan

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2016: Day 1
“Are We No.1 Yet Gareth?”
seomcgarry #brightonSEO

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“ { } Off ”
seomcgarry #brightonSEO

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Without A Plan
There’s No Structure

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seomcgarry #brightonSEO
No Structure =
No Boundaries

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So Every Single Day…
“Are we number one yet?”

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You Can’t Win The World Cup
On Day One Of Year One
seomcgarry #brightonSEO

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Cue Some Disgustingly
Tenuous Shoe Horns

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seomcgarry #brightonSEO
SEO is Not a Channel
It’s a Football Project
seomcgarry #brightonSEO

43. seomcgarry #brightonSEO
seomcgarry #brightonSEO
SEO is Not a Channel
It’s a Football Project
seomcgarry #brightonSEO

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seomcgarry #brightonSEO
This Is My Plan
“Thanks Gareth”

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Step 1: Be Competitive
The Minimum
Where You SHOULD Be
6-12mths

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That Means…
Fix The Crap
What’s Holding You Back?

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Step 2: Target Success
The Medium
Where You COULD Be
1-2yrs

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That Means…
Get In The Mix
What Does Success Look Like?

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Step 3: Be Number 1
The Maximum
Where You WOULD Be
2-3yrs

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And Celebrating That Win
That Means…
Being The Best

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More Disgustingly
Tenuous Shoe Horns

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Football = SEO

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Tournament = Serps

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Team = Website

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Players = Pages

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In Game = On Page

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These Project
Components
Are All Measurable
seomcgarry #brightonSEO

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I Measure and Report The
Most Accepted Metrics

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ACCEPTED
Board Trust
Senior Buy-in
Peer Acknowledged

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Tournament = Serps

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Tournament = Serps
- Visibility Score -

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Team = Website

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Team = Website
- Site Health -

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Players = Pages

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Players = Pages
- Traffic -

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In Game = On Page

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In Game : On Page
- AET -

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Sounds Basic?
So What, Standard Metrics!

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It’s Not What You Report
It’s How You Do It
seomcgarry #brightonSEO

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Report Where You Are Heading
Not Where You Are

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Serps: Top 30 Visibility
Site: 60% Site Health
Pages: 100 Clicks Per Page
On Page: 1min AET
Step 1: 6-12 Months
seomcgarry #brightonSEO

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Serps: Top 10 Visibility
Site: 90% Site Health
Pages: 250 Clicks Per Page
On Page: 1.5min AET
Step 2: 1-2 Years
seomcgarry #brightonSEO

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Serps: No.1 Visibility
Site: 100% Site Health
Pages: 500 Clicks Per Page
On Page: 3min AET
Step 3: 2-3 Years
seomcgarry #brightonSEO

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Timeline, Targets…

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Timeline, Targets… Tasks

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Target Your Tasks Around
The Things You’re Measuring

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Where Can We Improve Visibility?

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Where Can We Improve Visibility?
Task: A Topical Link Campaign

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Where Can We Improve Site Health?

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Task: Fix Those # Tech Issues
Where Can We Improve Site Health?

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Where Can We Increase Traffic?

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Task: New Title Tags For Clicks
Where Can We Increase Traffic?

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Where Can We Grow AET?

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Task: Improved Subtitles
Where Can We Grow AET?

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Timeline, Targets… Tasks

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“Are we number one yet?”

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No, But This Is The Plan To Get There!”

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Serps:
Top 30 Visibility
Task: Q1-2 Link Campaign
Task 2…
Task 3…
Task 4…
Site:
60% Site Health
Task: Fix # Issues
Task 2…
Pages:
100 Clicks Per Page
Task: New Title Tags
Task 2...
On Page:
1min AET
Task: Improve Subtitles
Task 2…
6-12mths Where You Should Be 1-2yrs Where You Could Be 2-3yrs Where You Would Be
Serps:
Top 10 Visibility
Task: Internal Links Project
Task 2…
Task 3…
Task 4…
Site:
90% Site Health
Task: Fix ## Issues
Task 2…
Pages:
250 Clicks Per Page
Task: Content Refresh
Task 2…
On Page:
1.5min AET
Task: UX Audit & Actions
Task 2…
Serps:
No. 1 Visibility
Task: Brand PR Campaign
Task 2…
Task 3…
Task 4…
Site:
100% Site Health
Task: Fix ### Issues
Task 2…
Pages:
500 Clicks Per Page
Task: CMS Implementation
Task 2…
On Page:
3min AET
Task: Interactive Tool
Task 2…

89. seomcgarry #brightonSEO
If You Need A Plan…
Email: martin@searchassistance.co.uk
PS… Of Course I’m Building a Football Site
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