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Alina Ghost | Tesco | Brighton SEO slides April 2017 | Managing SEO in a complex business

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Alina Ghost’s Brighton SEO takeaways:
- Categorisation helps customers find product & increases rankings via internal linking
- Prioritisation means knowing what you want to achieve, seeing the big picture and making use of pages that already rank
- Enabilisation is all about working collaboratively with your teams to achieve great SEO success

Published in: Marketing
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Alina Ghost | Tesco | Brighton SEO slides April 2017 | Managing SEO in a complex business

  1. 1. Alina Ghost Tesco PLC Managing SEO in a Complex Business @MrsAlinaGhost
  2. 2. @MrsAlinaGhost 5 Years 3 Retailers 1st Talk ✓ 5 Years ✓ 3 Retailers ✓ 1st Talk
  3. 3. @MrsAlinaGhost
  4. 4. @MrsAlinaGhost 2. Prioritisation 3. Enablisation 1. Categorisation
  5. 5. @MrsAlinaGhost 1. Categorisation
  6. 6. @MrsAlinaGhost Categorisation 1
  7. 7. @MrsAlinaGhost Categorisation 2
  8. 8. @MrsAlinaGhost Categorisation 3
  9. 9. @MrsAlinaGhost ?
  10. 10. @MrsAlinaGhost
  11. 11. @MrsAlinaGhost
  12. 12. @MrsAlinaGhost
  13. 13. @MrsAlinaGhost THIS WAY
  14. 14. @MrsAlinaGhost
  15. 15. @MrsAlinaGhost
  16. 16. @MrsAlinaGhost 2. Prioritisation
  17. 17. @MrsAlinaGhost Know your Business Objective
  18. 18. @MrsAlinaGhost
  19. 19. @MrsAlinaGhost
  20. 20. @MrsAlinaGhost
  21. 21. @MrsAlinaGhost 2.1 Prioritise for SEO
  22. 22. @MrsAlinaGhost Dog Beds: 60k Pet Supplies: 5k Dog Supplies: 1k
  23. 23. @MrsAlinaGhost Don’t Look at Pages in Isolation
  24. 24. @MrsAlinaGhost Find Pages that Rank
  25. 25. @MrsAlinaGhost Build Your Doorway
  26. 26. @MrsAlinaGhost 3. Enablisation (Enabling)
  27. 27. @MrsAlinaGhost Relationship Building
  28. 28. @MrsAlinaGhost Consultation
  29. 29. @MrsAlinaGhost Training
  30. 30. @MrsAlinaGhost Repetition
  31. 31. @MrsAlinaGhost Access to Tools Access to Tools
  32. 32. @MrsAlinaGhost Processes
  33. 33. @MrsAlinaGhost 2. Prioritisation 3. Enablisation 1. Categorisation
  34. 34. @MrsAlinaGhost Thank you

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