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#BrightonSEO Client Checklist for SEOs with notes


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#BrightonSEO Client Checklist for SEOs with notes

  1. 1. Client Checklist for SEOsSion O’Connor
  2. 2. A PerspectiveCommon Sense? Old World? A Refresher
  3. 3. SEO from the Outside … The impact of your work is very measurable The results of your work is cost effective You enable optimisation of other channels
  4. 4. SEO from the Outside … Practice based not academic foundation Rarely is there a ‘right answer’ Best practice changes weekly and monthly The fundamentals can change overnight Testing & Learning OR Trial & Error?
  5. 5. 3 Things Your ClientWants You to Know …
  6. 6. 1. The Client … Corporate and personal objectives? Effectiveness (volume) or efficiency (CPA)? Red & Green Buttons / Snakes & Ladders Sphere of control and influence? What is their view of SEO? Your agency? You?
  7. 7. 2. The Consumer: Who, What, Why, When, Where Who is the customer and target prospect? What are they buying? Why are they buying that? When? Seasons, times, peaks and troughs Where? Channels and locations
  8. 8. 3. The Competition … Competitors, substitutes and intermediaries Research and analyse at sub category level Reverse engineer their PPC and SEO strategy. Seek innovations in other markets/categories Analyse, hypothesise, edit, tailor and test
  9. 9. 3 Things Your ClientWants You To Do …
  10. 10. 1. Planning … Objectives: Commercial, Marketing, SEO Insights, Best Practice and Data Points Hypotheses, Strategies and Tactics Actions and Measurements Risks and Issues
  11. 11. 2. Results … What is the expectation and the aspiration? What is ‘below expectations’ and the cost? What is ‘above aspiration’ and the benefit? Grow the market or grow share? Incremental or Exponential Growth?
  12. 12. Incremental/Exponential MatrixHigh Lucky Break? ExponentialGrowthLowGrowth Incremental Vanity Project? High Probability Low Probability
  13. 13. 3. Reviews … What were the planned and executed actions? What happened in the external environment? What were the results? Was the hypothesis proven or disproven? What are the next steps?
  14. 14. 2 Final Tips…
  15. 15. 1. Pitching An Idea … Who is the decision maker? What are they currently thinking and doing? What do you want them to think and do? What is the one thing that will persuade them? What is the one thing that will dissuade them?
  16. 16. 2. Trends… What is it? Who’s making a success of it? How could it benefit my business? What’s the investment and payoff? What’s the risk?
  17. 17. @ sionoconnor Sion O’Connor