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Search Engine Optimisation
@millerian




•   Ian Miller, Search Director at Crafted Media
•   Full service digital agency of 40+ specialists
•   Team of 15 across all search disciplines
•   Responsible for increasing visitors, & converting them
•   Wide range of clients across B2B & B2C industries
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
•   Measurable
    • Traffic
    • Keywords
    • Enquires
    • Sales

•   Effective
•   Incremental
•   Harder than you think
•   Constantly evolving
Introduction to SEO - CIM presentation - Ian Miller SEO
Ensures the website can be found,
    and understood, by search engines


 Improves how the site is perceived as an
         authority within its niche


Helps guide a user to the intended response
             in a positive way
Give a man a fish and
     he’ll eat for a day
Teach a man to fish and
    he’ll eat every day
Give a man a fish and
     he’ll eat for a day
Teach a man to fish and
    he’ll eat every day




SEO is much like fishing
Introduction to SEO - CIM presentation - Ian Miller SEO
SEO can have an image problem
What SEO hat do
you wear?

White
or
Black
Do the right thing
Do the right thing




Would you tell your mum?
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Write for users, not a product manager
              More is better
         Maximise all collateral
    Get a copywriter, or become one
       What pages to you need?
What pages is a visitor expecting to find?
Who do you trust?
Create a Content Strategy
1   2




    3
•   Editorial strategy spreadsheet




•   Keyword mapping spreadsheet
Wordle
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Foundation of the web
•   Partners and clients
•   Suppliers
•   Charity and sponsorships
•   Staff
    • Social profiles
•   Groups and associations
•   Events
•   Resource lists
•   Niche directories
•   Case studies
•   Reviews and competitions
•   Top XX lists
•   Adverts
•   Brand mentions: “my company” –site:mycompany.com
•   E.g. Education links
    •   Do a talk
    •   Careers fair
    •   Internships and placements
    •   Job boards
    •   Publications
    •   Student unions
Introduction to SEO - CIM presentation - Ian Miller SEO
•   Natural
•   In built authority
•   Anchor text distribution
•   Repeat links
•   Make it interesting for the recipient
•   Can snowball
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
•   Learn Google Webmaster Tools -
    http://crftd.md/gwmtintro
•   Online graders
    • http://www.woorank.com
    • http://marketing.grader.com
•   Try and break your own site
•   Internal and external linking
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
•   Register social profiles http://knowem.com/
•   Schedule things is you’re time poor
    http://bufferapp.com/
•   Monitor http://sproutsocial.com
•   Authenticity is key
•   Everything takes time, is that bandwagon worth it?
•   It’s a perfect introduction, develop meaningful
    relationships
Introduction to SEO - CIM presentation - Ian Miller SEO
“I know only
  half of my
  advertising
     works.

  The problem
is, I don’t know
  which half.”
•   Define success per stakeholder
•   Execute, evaluate, enhance
•   Document everything
•   Analytics notes
•   Reward (and risk) is cumulative
•   People > Process > Technology
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
Introduction to SEO - CIM presentation - Ian Miller SEO
•   Schema.org
    • Product
    • Organisation
    • Author
•   Analytics (not provided)
•   Cookie law – http://crftd.md/lxCrX2
•   Fragmented search
Content
Links
Architecture
Strategy
Social
www.craftedmedia.com

ian.miller@craftedmedia.com

@millerian

http://uk.linkedin.com/in/millerian
•   http://www.flickr.com/photos/st3f4n/

•   http://www.flickr.com/photos/wokka/

•   http://www.flickr.com/photos/robie06/

•   http://gizmodo.com/5878987/its-official-google-is-evil-now

•   http://www.flickr.com/photos/photonquantique/

•   http://www.flickr.com/photos/massenpunkt/

•   http://www.flickr.com/photos/bloomgal/

•   http://www.flickr.com/photos/pixx0ne/

•   http://www.flickr.com/photos/conorkeller/

•   http://www.flickr.com/photos/bobjagendorf/

•   http://www.flickr.com/photos/walkingsf/

•   http://www.flickr.com/photos/walkingsf/

•   http://www.flickr.com/photos/megpi/

•   http://www.flickr.com/photos/massimo_riserbo/

•   http://www.flickr.com/photos/realheightz/

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Introduction to SEO - CIM presentation - Ian Miller SEO

  • 2. @millerian • Ian Miller, Search Director at Crafted Media • Full service digital agency of 40+ specialists • Team of 15 across all search disciplines • Responsible for increasing visitors, & converting them • Wide range of clients across B2B & B2C industries
  • 10. Measurable • Traffic • Keywords • Enquires • Sales • Effective • Incremental • Harder than you think • Constantly evolving
  • 12. Ensures the website can be found, and understood, by search engines Improves how the site is perceived as an authority within its niche Helps guide a user to the intended response in a positive way
  • 13. Give a man a fish and he’ll eat for a day Teach a man to fish and he’ll eat every day
  • 14. Give a man a fish and he’ll eat for a day Teach a man to fish and he’ll eat every day SEO is much like fishing
  • 16. SEO can have an image problem
  • 17. What SEO hat do you wear? White or Black
  • 18. Do the right thing
  • 19. Do the right thing Would you tell your mum?
  • 23. Write for users, not a product manager More is better Maximise all collateral Get a copywriter, or become one What pages to you need? What pages is a visitor expecting to find?
  • 24. Who do you trust?
  • 25. Create a Content Strategy
  • 26. 1 2 3
  • 27. Editorial strategy spreadsheet • Keyword mapping spreadsheet
  • 33. Partners and clients • Suppliers • Charity and sponsorships • Staff • Social profiles • Groups and associations • Events
  • 34. Resource lists • Niche directories • Case studies • Reviews and competitions • Top XX lists • Adverts • Brand mentions: “my company” –site:mycompany.com
  • 35. E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
  • 37. Natural • In built authority • Anchor text distribution • Repeat links • Make it interesting for the recipient • Can snowball
  • 43. Learn Google Webmaster Tools - http://crftd.md/gwmtintro • Online graders • http://www.woorank.com • http://marketing.grader.com • Try and break your own site • Internal and external linking
  • 49. Register social profiles http://knowem.com/ • Schedule things is you’re time poor http://bufferapp.com/ • Monitor http://sproutsocial.com • Authenticity is key • Everything takes time, is that bandwagon worth it? • It’s a perfect introduction, develop meaningful relationships
  • 51. “I know only half of my advertising works. The problem is, I don’t know which half.”
  • 52. Define success per stakeholder • Execute, evaluate, enhance • Document everything • Analytics notes • Reward (and risk) is cumulative • People > Process > Technology
  • 64. Schema.org • Product • Organisation • Author • Analytics (not provided) • Cookie law – http://crftd.md/lxCrX2 • Fragmented search
  • 67. http://www.flickr.com/photos/st3f4n/ • http://www.flickr.com/photos/wokka/ • http://www.flickr.com/photos/robie06/ • http://gizmodo.com/5878987/its-official-google-is-evil-now • http://www.flickr.com/photos/photonquantique/ • http://www.flickr.com/photos/massenpunkt/ • http://www.flickr.com/photos/bloomgal/ • http://www.flickr.com/photos/pixx0ne/ • http://www.flickr.com/photos/conorkeller/ • http://www.flickr.com/photos/bobjagendorf/ • http://www.flickr.com/photos/walkingsf/ • http://www.flickr.com/photos/walkingsf/ • http://www.flickr.com/photos/megpi/ • http://www.flickr.com/photos/massimo_riserbo/ • http://www.flickr.com/photos/realheightz/