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@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Head of SEO at Absolute
Digital Media
Hi!
About Lazy SEO strategy really
pisses me off
6+ years in SEO
@SophieBrannon #brightonSEO
01 02 03 04
05 06 07 08
Contents
WhereTheF**KDoI EvenStart? WhatTo Know
BeforeYouEven
LookAtAWebsite
HowTheAudienceFunnelCanInfluence
YourStrategy
Competitors&
YourStrategy
Thinking
OutsideTheBox
Covering
TheBasics
Prioritisation Ongoing
Evaluation
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Where the
F**K Do I
Even Start?
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Core Business Objectives
Increased
Online Visibility
Increased
Organic Traffic
Increased
Enquiries
Increased
Revenue
Increased
Transactions
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Never Just Assume...
@SophieBrannon #brightonSEO
E-Commerce Vs.
Branding
Not every e-Commerce website
wants to prominently sell online.
Sometimes, they want something
different from their SEO.
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Not All Transactions Are
‘Valuable’
@SophieBrannon #brightonSEO
What Does ‘Success’
Mean To You?
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Target Market
W H O A R E T H E C U S T O M E R S Y O U W A N T T O C AT E R T O ?
What are their profiles
and visual personas?
Target Market 01
Visualise the people who
will turn to you for solutions.
Target Market 02
@SophieBrannon #brightonSEO
Audience Funnel
Awareness
Interest
Desire
Action
@SophieBrannon #brightonSEO
Audience Funnel
Awareness
Interest
Consideration
Evaluation
Engagement
Action
Loyalty
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
An average B2B buyer’s
journey involves 13
pieces of content
@SophieBrannon #brightonSEO
Consider
all of the
touchpoints
along the user
journey
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Copying competitorsis not a
good ‘strategy’
But finding the gaps can
be.
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Competitor Gaps
Are your competitors capturing
areas of the market that you
want to appear?
@SophieBrannon #brightonSEO
Discovering how your
target market couldbe
findingyour competitors
can help them to find
you instead
S E M R U S H K E Y W O R D G A P T O O L
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Competitor Gaps
Are your competitors gaining
links from publications that you
want to see your brand in?
@SophieBrannon #brightonSEO
Is your competitor’s link velocity
higher?
A H R E F S D O M A I N C O M P A R I S O N
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
But Don’t Just Rely On
Tools
@SophieBrannon #brightonSEO
“”
But I ran a few competitors through the tool and there
wasn’t much that came out except some long-tail blog
ideas, so I guess there’s not much else we can do
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
“”
The link tool came up with some link gaps but they’re
all big publications, but the client doesn’t do digital
PR so I guess we can’t get them
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Thinking Outside
The Box Can
Push Your SEO
Strategy Further
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Industry Niche Is
Important For Any SEO
Strategy…
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
…But A Blanket Approach
Won’t Work
@SophieBrannon #brightonSEO
Creative
digital PR &
technical SEO
@SophieBrannon #brightonSEO
Content around the
‘Sciences’ of CBD to
build trust
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Covering The Basics
Will Always Be
Important In SEO
Strategy
@SophieBrannon #brightonSEO
Keyword Mapping can
help to structure your
content strategy
01
@SophieBrannon #brightonSEO
Allow you to target
specific terms to the
most relevant pages
02
@SophieBrannon #brightonSEO
Help you to
avoid content
cannibalisation
03
@SophieBrannon #brightonSEO
Can provide
transparency
to help promote buy-in
04
@SophieBrannon #brightonSEO
Help you to properly
structure your
website’s architecture
05
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understanding the funnel,
competitors and
objectives can help you
with your keyword
mapping
@SophieBrannon #brightonSEO
And your
keyword
mapping
can help
with your
strategy
targeting
@SophieBrannon #brightonSEO
And don’t forget your
internal linking!
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
But What About Technical
Health?
@SophieBrannon #brightonSEO
Auditing technical
health can help you
with your priorities
@SophieBrannon #brightonSEO
If Google can’t crawl or
index your site, then what’s
the point?
@SophieBrannon #brightonSEO
Accessibility Crawlability
Indexing
Architecture
Page Experience
Structured Data
Rendering
Pagination Elements
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Take A
Step Back
@SophieBrannon #brightonSEO
Prioritise your high
impact, low effort
tasks
@SophieBrannon #brightonSEO
See the bigger picture:
what’s really vital?
@SophieBrannon #brightonSEO
How do these technical
changes fit with the
wider strategy?
@SophieBrannon #brightonSEO
What can you
actually implement?
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
And then,
there’s links…
@SophieBrannon #brightonSEO
Your link acquisition strategy
will be heavily influenced by
budget
@SophieBrannon #brightonSEO
Data-driven
Campaigns
@SophieBrannon #brightonSEO
Content
Campaigns
@SophieBrannon #brightonSEO
Reactives / Newsjacking
@SophieBrannon #brightonSEO
Expert
Commentary
@SophieBrannon #brightonSEO
FOI
Requests
@SophieBrannon #brightonSEO
The final
step out of
all of this…
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Prioritisation
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Impact
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Effort
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Viability
@SophieBrannon #brightonSEO
Know what you can
& what you can’t do
@SophieBrannon #brightonSEO
And how many ears you need
to bend to get what you need
done
@SophieBrannon #brightonSEO
SEO could be an after thought
for the brand you’re working on
@SophieBrannon #brightonSEO
Pivot the focus,
build trust &
show the ‘why’
@SophieBrannon #brightonSEO
Find the
balance between
SEO & brand
@SophieBrannon #brightonSEO
‘Best practice’ for SEO
won’t always resonate with
the client
@SophieBrannon #brightonSEO
And it won’t always
resonate with the
target audience
@SophieBrannon #brightonSEO
Ongoing
Evaluation
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
SEO strategy
should never be a
one-time process…
@SophieBrannon #brightonSEO
New competitors
can enter the market
@SophieBrannon #brightonSEO
Competitors
might start investing more in
their SEO
@SophieBrannon #brightonSEO
Google could
shake things up
@SophieBrannon #brightonSEO
Business objectives
can change
@SophieBrannon #brightonSEO
Results might not
come as expected
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Continually pivot
your focus based
on performance,
market changes &
new opportunities
Continually pivot
your focus based
on performance,
market changes &
new opportunities
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Key
Takeaways
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Business Objectives
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Niche
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Website’s Background
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Resource
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Priorities
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Understand The
Viability Of What
You Want To Do
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
And That’s
Your Strategy!
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
But don’t forget
to make sure your
strategy evolves with
the business
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
Thank you!
@SophieBrannon #brightonSEO
@SophieBrannon #brightonSEO
https://absolute.digital/meeting-with-jodie-whittle/

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