Hamstrung SEO: How to Attain Confidence and Trust in a Larger Business | Benchmark Search Conference 2016
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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Rob Hughes, JD Williams - Hamstrung SEO: How to Attain Confidence and Trust in a Larger Business. #benchmarkconf2016
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Hamstrung SEO: How to Attain Confidence and Trust in a Larger Business | Benchmark Search Conference 2016
- 1. Hamstrung SEO: How to Attain Confidence and Trust in a Larger Business Rob Hughes // JD Williams
- 2. FIRST OFALL… HEALTH AND SAFETY
- 3. ROB HUGHES //SEO,SOCIAL,CONTENT,DEVELOPMENT Head of Earned @ JD Williams Group // N Brown Group PLC Running a team with some great search, social and content capabilities and getting the chance to help grow some amazing, international brands. With experience in search, social, content and development since 2004; Rob brings a wealth of experience making him perfectly positioned to deliver and support a client’s search strategy and campaign from the ground up rob.hughes@jdwilliams.co.uk rob.hughes87 _robh_ rob.hughes87
- 4. N BROWN GROUP PLC A leading digital fashion retailer, with 140 years of experience. We offer our customers an extensive range of products, principally clothing, footwear and homewares. We are size inclusive, from 10-32 in Womenswear and S to 5XL in Menswear. This means we meet the needs of two significant but under-served customer groups – size 20-plus and age 50-plus. Traditionally a mail order catalogue business, we now see over 60% of demand coming from online, and are changing our approach accordingly. In order to drive both sales and brand awareness, we also operate a small store estate in the UK, focused on key shopping areas.
- 5. WE’VE ALL BEEN THERE
- 6. WHAT DON’T YOU UNDERSTAND?!?!
- 7. ALOT OF ISSUES STEM FROM TRUST
- 10. PROCESS TECHNOLOGY INTEGRATION CELEBRATION COMMUNICATION Five Pillars of Success SO, HOW DO YOU DO IT?
- 11. 1. PROCESS
- 12. 2. TECHNOLOGY
- 13. 3. JOINED UP THINKING
- 15. 5. COMMUNICATION
- 16. Ultimately there is no such thing as failure. There are lessons learned in different ways. Twyla Tharp
Editor's Notes
- Current situation: you've all been there, or will be heading there at some point: Site isn't good enough Technically – sites core code built in 1992, more sticking plasters then website. Going through a large-scale migration project meaning there is limited ability for change. Content – anybody that has a large ecommerce site without content issues, my hat is off to you. 120,000+ products, with colour and size variations, indexable across multiple websites, with some supplier integrated / feed content thrown in just because we don’t have enough to deal with That doesn’t even take into account the external feeds from your site going to affiliates (and Amazon *shudder* - make sure you read their T&Cs properly if you like having rights to your life!) Websites built from a single database on a single platform… Personally, you’re not sure how you have avoided penalties and algorithms for so long…
- Back when I just started in SEO I used to sit their looking at clients websites, practically crying myself to sleep... I just didn't understand how they could be so behind the times... Over time my eyes got opened and I saw the complications, but it wasn't until the move in house that I truly "understood"
- I think getting buy in overall, as a big picture, shouldn't really be an issue anymore - don't get me wrong, I know it is in some places, but I am not going to cover that today; I am assuming the board/management team already know SEO is important, even if it's just "I want to spend less on PPC" (which opens up another whole can of worms for discussion that I'm not going to go into. Despite an understanding that SEO is needed however, I feel there is always a large gap in confidence.
- Internal knowledge… the unknown is scary! Knowledge Based Trust: Relies on information rather than fear. It is based on the knowledge that one person has over another. People feel that predictability of behaviour is a stronger trust driver than contracts and legal arrangements. This trust develops over time… and once you’ve gained it you need to work even harder than before to ensure it is maintained!