Brighton seo charity roundtable

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Market watch: what's changing in the digital / SEO marketplace and how is this relevant to charities? Industry best practice: SEO processes & skills SEO insight and measurement, financial planning

Business

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Charity and NGO roundtable
www.cicada-online.com11th April 2013

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Coming up…
Item Timings
Arrival, coﬀee, introductions 4:00 to 4:15
Discussion
Your aims for today’s session 4:15
Market watch 4:25
Industry best practice 4:35
Insight and measurement 4:45
Financial planning 4:55
Key resources and allocation 5:05
Close, coﬀee, networking 5:15 to 5:30

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Your aims for todays sessions
1 thing you’d like to get
out of this afternoon’s
discussion?
Timings: 4:15 to 4:25

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
“Market watch”
What's changing in the digital / SEO
marketplace and how is this relevant
to charities?
•  Google algorithm
•  Proliferation of software tools: for research,
insight, and analysis
•  Social media developments
Timings: 4:25 to 4:35

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Industry best practice
•  Processes ~ best way to 'do' SEO?
•  Response to algorithmic changes ~ Impact
of Panda & Penguin and other changes to
Google: has SEO got harder?
•  Skills ~ the breadth of skills required, touch-
points with marketing, communications, PR,
web development
Timings: 4:35 to 4:45

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
How we work
~ process overview
2.  Review
website
performance
1.  Deﬁne the
website’s
purpose
• Strategic objectives
• Digital objectives
• Digital metrics
• Outline business case
• Finding your site
• Using your site
• Competitor review
• Social media proﬁle
• Technical on-page SEO
• Recommendations and
planning
3.  Optimise website conversions
Set the strategic context Improve website performance
4.  Optimise rankings and traﬃc
PLAN
DO
CHECK
ACT

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
The SEO improvement process
Meeting
-  Review progress
-  Agree changes
Implement
-  Cicada
-  Agency
-  Client
Let the
changes
‘bed in’
Measure,
analyse &
report

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Dealing with Panda & Penguin
It’s all about creating great
content, and then promoting it
THEME Framework
T tribe
H hook
E engaging piece of content
M marketing
E evaluate
Reference: Internet Marketing Podcast / Sitevisibility.com

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Insight and measurement
Whatare the things that matter to a
charitable organisation, that can
or should be measured?
Howshould things be measured?
Frameworks, frequency,
ownership?
Timings: 4:45 to 4:55

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Status Description
Needs immediate
attention
Status concerning, but
actions are underway
Status is good, no action
required
Measuring
Hat tip: smartinsights.com
•  Reach
•  Act
•  Convert
•  Engage
RED
AMBER
GREEN
Timings: 4:45 to 4:55

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Measuring
Timings: 4:45 to 4:55

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Financial planning
How do you / should you go
about setting:
•  marketing / digital objectives
•  budgets to achieve those objectives
•  measure and assess progress / value for money /
ROI
•  What processes are there for controlling digital
spend and keeping within budget?
Timings: 4:55 to 5:05

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Key resources and allocation
Budgets
•  covered earlier?
•  agency spend
Client time
•  working / liaising with
and between agencies
•  planning and strategy
•  reporting and analysis
•  social media
•  content development
Timings: 5:05 to 5:15

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Coﬀee, close, networking
Did you get what you
needed from this
afternoon’s discussion?
Timings: 5:15 to 5:30

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
www.cicada-online.com
Thank you.
Ned Wells
Director
Cicada Online Ltd
Hamilton House
1B Howard Street
Oxford OX4 3AY
E: ned@cicada-online.com
T: 07813 894 341
For further information about Cicada Online
visit our website at www.cicada-online.com

MUST DO'S TO BUILD A SOLID AND SCALABLE ORGANIZATION w/ Martina Reiss Along four key topics, Martina will give valuable input on how to make sure that your scaling ambitions will not be jeopardized by your own organization. Best practices and learnings from the startup world combined with Martina’s expertise will let you leave this session with new and useful input to shape your high-performance organization. Martina has over 10 years experience in organizational development and HR. She helped Rocket Internet to expand to Russia and set up first employee development tools. As a founding member, she helped build the organization for Project A, and had the whole employee life cycle on her plate as a Director People and Organization at nu3. She brings firsthand experience to help companies in establishing the required high-performance organization in order to succeed. She is now working as a freelance organizational development and HR strategy consultant.

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Rotary International is pleased to present this five-part webinar series to support the Rotary family in producing sustainable service projects. This slide deck, from part two in the webinar series, highlights different strategies, best practices, and Rotary resources available to help clubs and districts undertake successful, sustainable service initiatives, using real-life examples from Rotarians. Highlights include: • Learn how to conduct a community needs assessment, and how to select a service project • Evaluate how the service project ties into your club or district’s goal • Understand the importance of building measurement, evaluation, and sustainability into your service project

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Brighton seo charity roundtable

2. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Coming up… Item Timings Arrival, coﬀee, introductions 4:00 to 4:15 Discussion Your aims for today’s session 4:15 Market watch 4:25 Industry best practice 4:35 Insight and measurement 4:45 Financial planning 4:55 Key resources and allocation 5:05 Close, coﬀee, networking 5:15 to 5:30

3. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Your aims for todays sessions 1 thing you’d like to get out of this afternoon’s discussion? Timings: 4:15 to 4:25

4. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved “Market watch” What's changing in the digital / SEO marketplace and how is this relevant to charities? •  Google algorithm •  Proliferation of software tools: for research, insight, and analysis •  Social media developments Timings: 4:25 to 4:35

5. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Industry best practice •  Processes ~ best way to 'do' SEO? •  Response to algorithmic changes ~ Impact of Panda & Penguin and other changes to Google: has SEO got harder? •  Skills ~ the breadth of skills required, touch- points with marketing, communications, PR, web development Timings: 4:35 to 4:45

6. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved How we work ~ process overview 2.  Review website performance 1.  Define the website’s purpose • Strategic objectives • Digital objectives • Digital metrics • Outline business case • Finding your site • Using your site • Competitor review • Social media profile • Technical on-page SEO • Recommendations and planning 3.  Optimise website conversions Set the strategic context Improve website performance 4.  Optimise rankings and traffic PLAN DO CHECK ACT

7. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved The SEO improvement process Meeting -  Review progress -  Agree changes Implement -  Cicada -  Agency -  Client Let the changes ‘bed in’ Measure, analyse & report

8. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Dealing with Panda & Penguin It’s all about creating great content, and then promoting it THEME Framework T tribe H hook E engaging piece of content M marketing E evaluate Reference: Internet Marketing Podcast / Sitevisibility.com

9. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Insight and measurement Whatare the things that matter to a charitable organisation, that can or should be measured? Howshould things be measured? Frameworks, frequency, ownership? Timings: 4:45 to 4:55

10. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Status Description Needs immediate attention Status concerning, but actions are underway Status is good, no action required Measuring Hat tip: smartinsights.com •  Reach •  Act •  Convert •  Engage RED AMBER GREEN Timings: 4:45 to 4:55

12. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Financial planning How do you / should you go about setting: •  marketing / digital objectives •  budgets to achieve those objectives •  measure and assess progress / value for money / ROI •  What processes are there for controlling digital spend and keeping within budget? Timings: 4:55 to 5:05

13. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Key resources and allocation Budgets •  covered earlier? •  agency spend Client time •  working / liaising with and between agencies •  planning and strategy •  reporting and analysis •  social media •  content development Timings: 5:05 to 5:15

14. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Coﬀee, close, networking Did you get what you needed from this afternoon’s discussion? Timings: 5:15 to 5:30

15. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved www.cicada-online.com Thank you. Ned Wells Director Cicada Online Ltd Hamilton House 1B Howard Street Oxford OX4 3AY E: ned@cicada-online.com T: 07813 894 341 For further information about Cicada Online visit our website at www.cicada-online.com

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