Expert Panel Session - SEO Content Strategies - ionSearch 2012
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The document summarizes discussions from an expert panel on SEO content strategies. It includes presentations from Lyndon Antcliff of Cornwall SEO, Tony Wood of Eden Luxury Group, and Rob Hughes of home james. Key points discussed include that content alone is no longer an effective strategy, the need for curation and engagement metrics, and ensuring content creation is planned strategically before distribution.
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Expert Panel Session - SEO Content Strategies - ionSearch 2012
- 1. ionSearch 2012 - Expert Panel Suite SEO Content Strategies Peter Cobley – Commercial Director, home james - Moderator Lyndon Antcliff – Cornwall SEO David Harling – Head of Search, Razorfish London Tony Wood – Director of Digital, Eden Luxury Group Rob Hughes – Digital Insight Manager, home james
- 3. SEO Is DEAD
- 4. ionSearch 2012 Tony Wood Eden Luxury Group
- 5. Content Strategy Tony Wood
- 6. Very Interesting Times Indeed... March 50 Pack
- 7. {Great | Excellent |Fantastic |Wonderful |Terrific| Superb| Amazing| Awesome| Perfect| Remarkable |Beneficial |Tremendous }{ content| articles| written content| information | subject material| subject matter| articles and other content| article content| website content |posts| article} {is |is actually |is definitely |is certainly| is without a doubt| is undoubtedly } {no longer |will no longer be} an option |choice |alternative | solution| method| preference | decision| opportunity | substitute| approach| plan}.
- 9. “Tony, there are too many words on the page...”
- 10. WITH HALF A MILLION PLUS SEASONAL SKU’S, ACROSS 18 SITES, ON CONTIGUOUS IP’S
- 11. Product descriptions ARE content
- 13. Curation – Real time dashboards
- 14. Engagement Metrics A DECADES WORTH OF PPC DATA SEARCH DATA ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION) eCRM ANALYSIS (RETENTION MODELS) CONVERSION ANALYSIS
- 17. rel=author product rich snippets GOES WITHOUT SAYING…
- 18. 0 1000 1200 1400 200 400 600 800 11-Oct 12-Oct 13-Oct 14-Oct 15-Oct 16-Oct 17-Oct 18-Oct 19-Oct 20-Oct 21-Oct 22-Oct 23-Oct 24-Oct 25-Oct 26-Oct 27-Oct 28-Oct 29-Oct 30-Oct 31-Oct 01-Nov 02-Nov 03-Nov 04-Nov 05-Nov 06-Nov 07-Nov 08-Nov 09-Nov 10-Nov 11-Nov Lane Bryant One Stop Plus
- 20. KNOWING WHEN TO SAY “NO!”
- 22. THANK YOU
- 23. ionSearch 2012 Rob Hughes home james
- 24. hômejames driven by performance SEO Content Strategies • ionSearch 2012 Rob Hughes @_robh_
- 25. hômejames driven by performance Outline ˆ Top Level Process - what’s changed and what hasn’t? ˆ What got broke? How did we sort it? ˆ Strategy Pre-Planning ˆ Content Creation & Distribution
- 26. hômejames driven by performance Top Level Process – Same ol’ Game
- 27. hômejames driven by performance What got broke? How did we sort it? Anchor text isn’t what it once was
- 28. hômejames driven by performance What got broke? How did we sort it? ˆ Site distributes and copies content ˆ Sites writes content for contents sake ˆ Lots of useless pages – affects crawl rate Get rid of it now!!
- 29. hômejames driven by performance Strategy Pre-Planning How much will How can we Is anything What do we it cost? How reach our stopping us? need to do? long will it audience? take?
- 30. hômejames driven by performance Creating a Structured Plan
- 31. hômejames driven by performance Conclusion Be Smarter Be Quicker