James Perrott's presentation from BrightonSEO 2016 focuses on how to use data to guarantee the success of your technical SEO strategy.

1. Brighton SEO
Guaranteeing success
with your on-site strategy

2. About me.
@james_perrott

3. • Strategy Director at Zazzle Media
• 6 years digital marketing experience.
• Working with brands such as Superdry, AO.com, Mulberry,
MoneySuperMarket and Money Advice Service to help advance
their digital strategies.
About me.
@james_perrott

4. Onsite strategy
is so important
@james_perrott

5. Without it, it’s like
having a house
without foundations.
@james_perrott

6. @james_perrott

7. How do we know
where to focus?
@james_perrott

8. Technical
Proficiency
Relevancy
Authority
& Trust
User
Engagement
User
Experience
Technical
Optimisation
Functional
Content
Engaging
Content
Marking
Comms.
UX
Optimisation
CRO
Mobile
Optimisation
Successful strategies
in modern search can’t
be one dimensional.
They need to draw
on a mix of relevant
skills and channels.
Key performance factors
Research & strategy
Strategic components
Measurement & refinement
@james_perrott

9. DO NOT
LOSE
SEO
TRAFFIC.
Your goal
is clear.
@james_perrott

10. And here’s
how we’ll do it.
Understand where
you are.
Thorough keyword
research.
Keyword mapping.
On-site optimisation.
Content structure.
@james_perrott

11. It all starts
with strategy.
@james_perrott

12. Maximising relevancy.
In order to maximise relevancy across your website, employ a
thorough, 6 step process.
Exhaustiv
e Keyword
Research
Category
Architectu
re Review
Keyword-
to-URL
Mapping
URL-
specific
Optimisati
on
Functional
Content
Delivery
Measure
& Refine
1 2 3 4 5 6
Today we’re going to
concentrate on these
@james_perrott

13. Keyword research.
@james_perrott

14. @james_perrott

15. Without it, it’s like
receiving a watermelon
to the face.
@james_perrott

16. Content sits at
the heart of
the plan.

17. The bigger the better,
here’s an example.
@james_perrott

18. Background
 We collated 1,312 keywords for a piece of
analysis into Mortgages for one of our clients.
It had a total of 2.1 million searches per month
and ~500,000 clicks available in position 1 for
all terms.

19. Keyword categorisation.
@james_perrott

21. Keyword category
analysis.
@james_perrott
This is how we categorise keyword opportunity to discover data-
informed priorities/

22. Search volume
@james_perrott
Categorising by keyword volume
clusters helps us prioritise.

23. Map performance
against opportunity.
@james_perrott
We also map those opportunities against keyword segments.

24. Focus on the under
performing categories.
@james_perrott
We work hardest where there is unclaimed volume.

25. The output.
EXAMPLES OF INSIGHT GAINED
Buy-to-let has been highlighted as a category of opportunity for
website X
It has an average rank of 29th for 469 terms the buy-to-let URL
ranks for.
Currently acquires 1,000 visits p/month
Missing ~63,000 more visits.

26. Sort by opportunity.
@james_perrott
Find out where you can move the needle the most.

27. Weight the opportunity.
@james_perrott
Ensure you take into account how far off the prize you are.

28. Moneti$e it.
@james_perrott

29. Incremental enquiries
@ 3% conversion rate
@james_perrott
Work out what they are worth to the business also!

31. Key insight.
“We could capture an additional
1,309 enquiries!”

33. Map it out.
@james_perrott

34. Introducing SCOT.
Intelligently manage on-page relevancy with the
Stickyeyes Content Optimisation Tool.
Accurately quantifyon-page
relevancy across massive
keyword sets.
Easilyidentifyweaknesses and
opportunities to unlock huge
quick wins.
Benchmark relevancy and
performance against key rivals
in your space.
Trend improvements in on-
page relevancy against
performance growth.
SCOT Assesses: Page Titles / Meta Descriptions / H1 Tags / H2 Tags / URLs / Body Copy / Site Architecture
@james_perrott

35. Introducing KIT.
Unlock the biggest quick wins through an intelligent,
data-led approach to keyword strategy.
Identifythe keywords with the
greatest short-to-mediumterm
potentialto grow traffic.
Pinpoint keywords with the
lowestbarriersto traffic driving
performance.
Prioritise keywords based on
your widerbusiness goals and
commercialvalue.
Develop a bespoke keyword
strategytailoredto your budget
and position in the market.
KIT Considers: Search Volume / Rankings / Avg. DA (Top 10) / Avg. Relevancy Score (Top 10) / Avg. CPC / Adwords Competition
Score
@james_perrott
@james_perrott

36. Optimisation
planning at scale.
With a clear structure in place, we then move on to attributing
relevant keywords to each page (both existing and those
which need to be created).
Page
Category
Hierarchy
Keywords
Search
Volume
Average
Ranking
Average
SCOT
Score
Average
KIT
Difficulty
Action URL
A 1 57 37,310 32.6 46.7% 56.4%
Optimise
Existing
A
B 2 5 120 101.0 25.9% 51.2% Create New B
C 2 19 670 66.2 32.8% 54.6% Create New C
D 2 19 2,970 43.9 32.8% 55.3% Create New D
E 2 22 1,170 65.6 36.0% 52.0% Create New E
F 2 6 240 87.7 38.2% 53.0% Create New F
G 2 4 40 5.8 61.4% 22.5%
Move /
Redirect
G
H 2 5 470 22.0 73.6% 58.4%
Move /
Redirect
H
I 2 3 30 4.0 57.4% 55.3%
Move /
Redirect
I
@james_perrott

37. On-page optimisation.
Having established a targeted keyword strategy, we progress
to providing key page-level recommendations for each URL.
URL /buy-to-let-mortgage
Page Title: Buy to let mortgage: Website X
H1: Buy-to-Let Mortgage Guide
H2: Key facts about a Buy-to-Let Mortgage
H3: Who should apply for a Buy-to-Let Mortgage?
Meta Description:
This guide takes you through the pros and cons of buying to let, how to find the top buy to let
mortgage, and what to watch out for.
@james_perrott

38. Content structure.
@james_perrott

39. Functional content.
The final touch is to deliver optimised, acquisition focused
content for pages fundamental to the search journey.
@james_perrott

40. Google answer boxes.
@james_perrott

41. Setting content up to
capture answer boxes.

42. Content types.
Content structured with sub-headings.
Sub-headings to contain questions.
Content to answer questions precisely.
Smaller paragraphs and bite size content that’s easier to digest.
Answers above the fold is preferred by Google.
“how much”: Figures and sums, even if it’s scenario based examples.
“how to”: Step-by-step format.
“What is”: To be used where possible on explainer articles.
Content type is important dependant on the type of question
or query generating the answer box.

43. Example.
Identify which queries are having Google Answer Box’s
generated. MoneySuperMarket rank 1st for this term yet do not
capture the Google Answer Box suggesting poor content.
Content sits at
the heart of
the plan.
@james_perrott

44. Why GoCompare?
GoCompare.com succinctly explain what European car
insurance is, but low down.
Content sits at
the heart of
the plan.
@james_perrott

45. Why not MSM?
Content sits at
the heart of
the plan.
@james_perrott

46. The biggest technical
onsite factors.
@james_perrott

47. Technical priorities
WHAT SHOULD BE WORKED ON FIRST.
Crawl errors (such as 404s)
URL consistency (including HTTP vs. HTTPS)
Internal duplication & URL canonicalization
Identification of ‘thin’ pages
Link profile issues
Load speed
…AND MANY MORE!

48. @james_perrott
THE SLIDES slideshare/zazzlemedia
THE TRANSCRIPT www.zazzlemedia.co.uk/blog
TWITTER @james_perrott
ZAZZLE MEDIA
zazzlemedia.co.uk /
@zazzlemedia
Thank you.