#BrightonSEO What Makes a Good SEO Strategy
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Chris Simmance's #BrightonSEO talk. What Makes a Good SEO Strategy
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#BrightonSEO What Makes a Good SEO Strategy
- 1. Chris Simmance OPTUS DIGITAL & SEOmonitor Product Advisory Board What Makes a Good SEO Strategy? @optus_digital http://www.slideshare.net/chrissimmance
- 2. www.optusdigital.co.ukwww.optusdigital.co.uk WHO AM I? I’m Chris Simmance I love SEO I run Optus Digital I’ve worked with some great brands I have a technology addiction I also have an awesome dog!
- 3. www.optusdigital.co.ukwww.optusdigital.co.uk WHAT ARE WE GOING TO COVER? • What is strategy? • What are common strategy mistakes? • The key strategy building blocks • Fitting it all together for SEO
- 4. www.optusdigital.co.ukwww.optusdigital.co.uk WHAT IS STRATEGY? Strategy is NOT: • Goal setting • Having an idea • Having a plan ”My strategy is to increase website conversions by 50%” Strategy IS: • Having a clear result in mind • Making a clear diagnosis of the challenges in the way of the result • Planning a set of coherent actions that will overcome the challenges • Measurement and refining of the actions “My strategy is to do X and Y in order to achieve Z within A time” “The core of strategy work is always the same: discovering the critical factors in a situation and designing a way of coordinating and focusing actions to deal with those factors.” – Richard Rumelt, Good Strategy:Bad Strategy
- 5. www.optusdigital.co.ukwww.optusdigital.co.uk WHAT ARE COME COMMON STRATEGY MISTAKES? • Confusing strategy with individual activities like link building or article creation. • Skipping steps or rushing things through • Not appropriately diagnosing the challenges • Not having a clear enough set of actions to follow
- 6. www.optusdigital.co.ukwww.optusdigital.co.uk KEY STRATEGY BUILDING BLOCKS • Researching in order to diagnose the challenges • Defining a coherent set of actions that will work to overcome the challenges • Ensure all key players understand the challenges and actions • Take action in a proposed order • Measure the results and ensure that your challenges are being overcome
- 7. www.optusdigital.co.ukwww.optusdigital.co.uk HOW DO WE TURN THIS TO SEO? • Define a clear result: - Is it a specific topic you want to rank for - Is it overall visibility that will drive more sales/leads • Diagnose the challenges: - Is there a lot of competition? - What SERP features are also additional competition? - What state is the website/business in currently? • Planning coherent actions: - What actions will overcome the challenges? - Is there a priority or best order to follow? - Who are the key players for each action? • Measure the results: - How are you defining the success of each action? - What are you doing when a result isn’t favorable?
- 8. www.optusdigital.co.ukwww.optusdigital.co.uk DIAGNOSING THE CHALLENGES • Multiple SERP features to compete with • High authority top 10 competitors • High volume of websites with exact match keyword in title • Big website in top 10 • Slow website load time • Inefficient crawl • No internal content authority
- 9. www.optusdigital.co.ukwww.optusdigital.co.uk PLANNING COHERENT ACTIONS • What research can we do? • Can we place in one of the SERP features? • What is giving the competition the authority? • Can we improve load time? • We need a content plan and creation process
- 10. www.optusdigital.co.ukwww.optusdigital.co.uk PLANNING COHERENT ACTIONS • What research can we do? • Can we place in one of the SERP features? • What is giving the competition the authority? • Can we improve load time? • We need a content plan and creation process
- 11. www.optusdigital.co.ukwww.optusdigital.co.uk MEASURING THE RESULTS • Was an action completed? • How can we measure it’s success? • What is our back up plan if an action fails to be completed? • What are the next steps? • Can we apply any learnings for future strategy?
- 12. www.optusdigital.co.ukwww.optusdigital.co.uk WHAT DID WE COVER? • What is strategy? • What are common strategy mistakes? • The key strategy elements • Fitting it all together for SEO
Editor's Notes
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
- We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge. We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.