SEM strategies for a non for profit. British Council. David Carralon

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British Council case study of Simple but effective SEO strategies that work on low cost. Highglights: the need for accessibility and the workarounds to this constraint, the focus on Pagerank distribution, identifying high value pages within a website and how niche directory link building and online PR can effectively leverage the value needed to achieve rankings on a high authority, trusted site.

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  • The UK’s international cultural relations organisation.
    We have nothing to do with your local council or borough
    The British Council has a powerful vision of world we want to live in.
    It’s a organisation funded by the British government, but it is non political.
    It’s one where people of different cultures live together more peacefully, more prosperously and more securely.
    We are a non political organisation, yet we have to abide & support the strategy of the British Government.
  • we pride ourselves on being the world’s best known, and most successful, cultural relations organisation.
  • Cultural relations builds international trust and understanding, and it creates opportunities for individuals to fulfil their potential.
    We think that the world needs more cultural relations. Our purpose is to respond.
  • Purpose: build engagement and trust for the United Kingdom
    We achieve this purpose through our work in 3 programme areas:
    •Intercultural dialogue
    •Creative and knowledge economy
    •Climate change
  • Everyone has heard the news about the Uk spending review and the cuts on budgets
    Scarce staff resources & staff relunctance to take on any more responsibilities
  • The Our Shared Europe project is the British Council’s response to one of the major cultural challenges facing our continent today – the growing mutual mistrust between Muslim communities and wider European society.
    Global Xchange is a way for you to make a real difference to the world we live in. We run two programmes, Community Xchange, for community and youth workers, and Youth Xchange, for 18-25 year olds
    Global Changemakers is a vibrant community of young activists, volunteers and social entrepreneurs. Bringing together people from 100 countries
    Euraxess UK - support for international researchers looking for research jobs in the UK
  • Due to impossibility to perform geotargetting and technical localisation, content gets duplicated
    Content is often copied from one site to another
    The due to our lack of segmentation in our Website structure content that’s picked up, it’s duplicated!
  • No breadcrumbs
    No 301s redirects,
    No canonical
  • I am not going to cover that you need to do the keyword research, everyone here probably knows that it is essential to any search marketing strategy
    Brand = Strength
    Find for ways to fix the architectural problems
    Find ways to get a few anchor textCategory-targetting keywords from low quality sources work
    Here mention the work you did in France: and use slides beneath
    Delivering low cost but entertaining Training
  • We are good at communicating our personality, tone of voice, visual identity, our values
    Explore our organisation and what it stands for: its essence, spirit and identity
    How can branding help the SEO
    Show architectural arrangement on BC France
    Category-targetting keywords from low quality sources work
    Online PR is a great link building tool
  • We are good at communicating our personality, tone of voice, visual identity, our values
    Explore our organisation and what it stands for: its essence, spirit and identity
    People link to us. We dont need to ask for links
    Our Brand is our Strength and that helps doing the SEO and viceversa
  • I only succeeded once I became aware of our own weaknesses
    Mapping all winning Adwords keywords onto related pages on my architecture
    Running exhaustive KW Research all across the site
    Understanding the deficiencies of our websites (navigation on javascript, not accessibility, not geotargetting possible, no subfolders but root level set up…) and domain name system and website country segmentation
    Create a link relationship from the Homepage onto category pages and from there to service pages + link off the homepage to business critical pages
    Understanding how PageRank actually flows throughout the site (PageRank is a measurement at the BC, PageRank Sculpting from SEOMoz)
    Anchort text for external links: crappy directories!
  • Information architecture is good!
  • We can get lots of natural links easily
    PageRank is our ally, we have loads
    At the British Council, PageRank = rankings
    70% of the work is onpage optimisation, 20% interlinking, 10% outside relationships to get links
    10% links – from directories? Yes, why not? We just need the anchor texts, so they’re the easiest
    If you are a small a site, they probably wont work as well, but if are a big brand, have not much resources and need to rank for specific keyphrases, go for directories and easy prey links, and you’ll rank, I’ll guarantee you that
    We can use low quality links to category-based sections of our site and see very very positive results… the same tried by sites with lesser brand authority are devalued or have no equal effect.
    We dont need to focus on the long tail, go ahead and target the unique exact, top traffic terms….. I tested going for the word ‘anglais’ and manage to rank No2 on it… conversions on it were crap but there it goes, you can do it.
  • Harness opportunities as they come along
    Ipad app was launched
    We have great linkbait, excellent products, ideas, services
    http://www.prweb.com/releases/prwebbritishcouncil/learnenglish/prweb4652844.htm
  • We have great linkbait, excellent products, ideas, services
    http://www.prweb.com/releases/prwebbritishcouncil/learnenglish/prweb4652844.htm
  • Here mention the work you did in France: and use slides beneath
  • Make it really simple and easy to understand
    Don’ cover it all at great depth and length
    Get all overseas teams to understand and apply the basics of SEO
    Train them to understand and apply the basics of SEO
    Share all your tools with them
  • Do closer follow up with those that are making progress and are interested
    Use the organisation web and marketing mail lists and discussion forums to mention successful projects and how it was done.
    Speak to your overseas colleagues, (pick up the phone and ring them to speak to them, find out where they stand, motivate them to get some SEO done)
  • Take the Homepage owner to lunch, insists that she attends a 30 mins preso on why the homepage is too important to only use it to push offers. The homepage has potential to make business-critical areas of your website rank and succeed.
    The homepage has the ability to make your business succeed or collapse.
    3. As a cultural rel. .org it’s not so much about the money, the material ROI and the business performance that motivates people but the engagement…..
    4. Apply the basics of onSite/onpage SEO
  • SEM strategies for a non for profit. British Council. David Carralon

    1. 1. www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 1 SEM at the British Council The UK’s International network for cultural relations, education and arts
    2. 2. Cultural relations for the twenty-first century
    3. 3. ■Cultural relations is the building of engagement and trust between people of different cultures through the exchange of knowledge and ideas Cultural relations is about engagement and trust between people of different cultures
    4. 4. What does the British Council do? ■ We promote cultural relations in: ■ Arts ■ Education ■ Science ■ Governance ■ English ■ And in two businesses ■ Teaching and Exams ■ Managing contracts www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 5 Click to return to contents
    5. 5. Challenges ■ Shrinking marketing budgets ■ Scarce staff resources ■ Increase pressure from government to raise income ■ Faster implementation ■ Technical constraints www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 6
    6. 6. The British Council Web Network
    7. 7. The Web network : 560 websites www.britishcouncil.org .org/greece .org/portugal Org/italy .org/spain .org/ireland .org/india .org/thailand .org/japan .org/burma .org/hongkong .org/singapore .org/brasil .org/france .org/chile .org/uruguay .org/mexico .org/venezuela .org/argentina .org/colombia .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/czechrepublic .org/poland .org/slovakia .org/hungary .org/sweden .org/russia Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project/Programme web sites Europe Asia LATAM MiddleEast East Europe & Russia
    8. 8. Project Websites
    9. 9. Technical SEO Issues
    10. 10. Domain name system Top Level Domain (TLD) .org + 100 country websites Root level-based
    11. 11. Accessibility (Javascript-based navigation)
    12. 12. Technical problems www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 13
    13. 13. Duplicate content
    14. 14. Editorial Content turns into duplicate content Content Source Content Source Oh la, lah, same content in in 80 diff. pages under the directory structure and without geotargetting via GWMTs
    15. 15. Indexation problems Click to return to contents Rusty, old CMSLocalisation via IP addresses not possible ■ Our servers are hosted in the UK ■ CDN Akamai uses US-based IP addresses, Swedish and German ones Website Speed Performance issues
    16. 16. 404s
    17. 17. Solutions : Low cost SEO that works
    18. 18. The Brand Our brand is our strength
    19. 19. The Brand The Brand brings SEO value
    20. 20. Alternative ways to distribute Pagerank
    21. 21. Ultimately you have to achieve the following www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    22. 22. Link off the homepage www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    23. 23. Try with low-hanging fruit link-building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    24. 24. You’ll soon be ranking better www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    25. 25. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    26. 26. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    27. 27. British Council France case study 2005-06 Average monthly site visits: 45,000 2004-05 Average monthly site visits: 20,000 2006-07 Average monthly site visits: 60,000 2007-08 Average monthly site visits: 70,000 2008-09 Average monthly site visits: 95,000 www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    28. 28. Traffic growth matched by Exams registrations 1. website traffic for British Council France 2. Exams registrations: IELTS, Cambridge & BULATS exams No. Website visits per year 208621 253056 285354 603150 785226 938316 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 1000000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 7415 7141 6891 10170 13891 17783 -4% -3% 47% 36% 28% -2000 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 Registrations increases www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    29. 29. Spread the word about SEO within the organisation www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    30. 30. Deliver Low cost Training ■ British Council SEO Guide ■ Step by Step Guides ■ SEO Videos ■ Webinars ■ Templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    31. 31. Identifying and educating champions ■ A personal approach with the champions ■ Get a tool like Basecamp to set up basic SEO Project templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    32. 32. Give credit to your colleagues www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    33. 33. Summary ■ Accessibility is a must: Easy spidering of content = more indexation ■ Harness the potential of your Homepage (PageRank flow) ■ Identify other high link juice Internal pages and link to business– critical pages on your site ■ Not enough to rank? Go and get easy links: eg: local directory links ■ Consider Online PR to complement the above ■ Find allies within your .org that can help you build the case for SEO and give credit!! www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
    34. 34. Cultural relations for the twenty-first century www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon

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