In this presentation we have a look at the principles that guide modern search engine optimisation that can stand the test of time and algorithm changes.

2. At Matter Of Form, we
don’t describe ourselves as
a digital or creative
agency; for us, these
capabilities are a requisite.

3. We are a Brand
Interactions Agency,
servicing a range of global
organisations.

4. We believe that the
moments when brands
and people
come together
change businesses.

5. Modern SEO.

6. First SEO rule: there are no rules.

7. Fast, crawlable, relevant,
engaging websites

8. Content is king

9. Harness the
social media
potential

10. Writing optimised content.

11. Understand what people
are interested in and
search for.

12. Understand the business
What.
The products or services a company sells.
How.
The way they deliver they services.
Why.
This is not about profit, but about the company’s
core beliefs.

13. Identify the actionable space
Audience Truths
Find the fundamental
brand & audience truths
and bring them together
to create a meaningful &
lasting connection.
Brand Truths
From a category of many
To a category of one

14. Brainstorm ideas and plan
an editorial calendar.

15. Explore all available
formats.

16. Keep up with what’s going
on around you and be as
time-relevant whenever
possible.

17. Adopt a writing style
that’s consistent with the
brand.

18. Examples.

19. HubSpot
Halloween-themed
e-book

20. Four Seasons
signature
sleep

21. Confused.com
Carless cities
report

22. Tools.

23. Essentials:
Google Analytics
Google Webmaster Tools
Google Adwords

24. Google Analytics:
Understand what people searched
for to land on the site
Understand where people came
from before landing on the site
Understand which pages perform
better than others

25. Google Webmaster tools:
Understand which pages appear more often on
Google’s search results
Understand which queries Google shows the site
for

26. Google Adwords
Understand what people search for
on Google worldwide
Sort by country, category and take
advantage of the auto suggestion
options
Use it to analyse how popular
certain keywords are as well as your
brand

27. Key takeaways.

28. Any background is a good background to get started in SEO
Forget about the pre-existing misconceptions about SEO
Understand what people are interested in and search for
Understand what the business is about
Identify an actionable space
Be data driven. Use tools to inform your decisions.

29. Interact with us.

30. Get in touch.
71, Leonard Street, London, EC2A
4QS
hello@matterofform.com
0203 141 2000
matterofform.com