The document discusses search engine optimization (SEO) and is a presentation by Ian Miller, a search director at a digital marketing agency. Some key points from the presentation include: - SEO is about ensuring a website can be found and understood by search engines to improve organic search rankings and drive more qualified traffic to a site. - SEO requires an understanding of on-page optimization techniques like keyword research, content creation, internal linking, as well as off-page factors like link building. - SEO is measurable in terms of traffic, rankings, leads and sales, but also requires constant effort as search algorithms evolve. Effective SEO takes an ongoing, multifaceted approach.

1. Search Engine Optimisation

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

28. Wordle

32. Foundation of the web

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

65. Content
Links
Architecture
Strategy
Social

66. www.craftedmedia.com
ian.miller@craftedmedia.com
@millerian
http://uk.linkedin.com/in/millerian

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/