Jonathan Moore is SEO Group Head at equimedia. In his presentation at this CIM Sussex event he looked at how each organisation’s approach to SEO should vary depending on its budgeting and resource constraints.The presentation covers the key areas of SEO including tech SEO, content, analytics and social media. Find out more about how equimedia can help you factor SEO into your marketing strategy: http://www.equimedia.co.uk/services/search-engine-optimisation/

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Demystifying SEO

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What is SEO?
SEO is helping users find what
they want and presenting it
in a way that they expect.

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SEO is a zero sum game
Losers
Winners

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Historical perception of SEO

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Why invest in SEO?

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It’s the harvester of all
media

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PPC costs are inflating

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More competitors are
entering the market

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It allows you to get noticed

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Ranking factors
There are over 200
ranking factors! Each
factor has more than 50
variations!
Source: http://searchengineland.com/bing-10000-ranking-signals-google-55473

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Authority and links are still
key
Source: https://moz.com/search-ranking-factors/survey

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Planning and strategy

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Where are you on the
journey?
Source: http://www.smartinsights.com/solution/digital-transformation/

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Micro and macro KPIs
Source: http://www.kaushik.net/avinash/excellent-analytics-tip-13-measure-macro-and-micro-conversions/

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Getting buy in from senior
stakeholders

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SOSTAC framework
Situation
Analysis
Objectives
Strategy
Tactics
Actions
Control
Source: http://prsmith.org/sostac/

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Objectives, strategy and
tactics
Objective
Strategy 1
Tactic Tactic
Strategy 2
Tactic Tactic

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Effort vs reward
Effort
Reward

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Build a flywheel
Time
SEOImprovement
Source: http://www.amazon.co.uk/Good-To-Great-Jim-Collins/dp/0712676090

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Start collecting data

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Audit your assets

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Put your audience at the
heart of what you do

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Who are your most
important customers?
80%
Revenue
20%
Customers
Source: http://www.jimnovo.com/

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Start with Social Media

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Word of mouth

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Understand searcher intent

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Think about your purchase
decision journey
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/finance/medium/generic-paid-search

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Stop focusing on getting
people to buy
Source: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

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Give users genuine reason
to return to site

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Think about triggers

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Needs, wants, stereotypes
and emotions
Needs Wants Stereotype Emotion
I need car
insurance
I want to pay a
low price
Car insurance
companies
keep hiking up
the price of
premiums
I feel relieved
that I have
found suitable
cover
Source: http://www.amazon.co.uk/Anniversary-Updated-Edition-Disney-Institute/dp/1423145844

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Research your competitors’
strategies

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Predict the algorithm
rather than follow it

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You only have a finite
amount of time

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Become an expert

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Plan for the future

37. Thanks!
SEO Group Head
10 years’ experience both agency and client side
Google Analytics Qualified Individual since May 2009
Email
Jonathan.moore@equimedia.co.uk
LinkedIn
https://uk.linkedin.com/in/moorejonathan
Twitter
https://twitter.com/nathanless

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Formed 1999
Top 6 UK digital media agency
2nd largest independent UK agency
Data and insight at the heart of the business
60 staff based in Swindon and London
Central account management team working
for clients across channels
About equimedia

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Questions

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Image Attribution
Slide 1 - https://www.flickr.com/photos/home_of_chaos/5333093001/
Slide 5 - https://www.flickr.com/photos/86530412@N02/8215661184/
Slide 6 - https://www.flickr.com/photos/felixmarcus/2484554920/
Slide 7 - https://www.flickr.com/photos/villes/2693551009/
Slide 8 - https://www.flickr.com/photos/kosalabandara/12754666375/
Slide 9 - https://www.flickr.com/photos/pucky_longfellow/7895663624/
Slide 10 - https://www.flickr.com/photos/thomashawk/3408310773/
Slide 12- https://www.flickr.com/photos/ocarchives/3952964087/
Slide 15 - https://www.flickr.com/photos/number10gov/8947770804/
Slide 20 - https://www.flickr.com/photos/ddebold/15991919514/
Slide 21 - https://www.flickr.com/photos/lendingmemo/11747440176/
Slide 22 - https://www.flickr.com/photos/leweb3/6498827487/
Slide 24 - https://www.flickr.com/photos/stevendepolo/5749192025/
Slide 25 - https://www.flickr.com/photos/turneround/5398112759/
Slide 30 - https://www.flickr.com/photos/adulau/12249197884/
Slide 32 - https://www.flickr.com/photos/trchandler/10120260443/i
Slide 34 - https://www.flickr.com/photos/opendemocracy/523438942/
Slide 35 - https://www.flickr.com/photos/iharsten/8710094055/
Slide 36 - https://www.flickr.com/photos/scragz/132300147/
Slide 39 - https://www.flickr.com/photos/uncut/16926192/