The document outlines an agenda for an iProspect SEO team meeting, covering fundamental SEO principles, strategies, and trends in the field, including the importance of ranking and credibility. It also highlights a case study of Thomas Cook's SEO strategy, which resulted in significant improvements in search rankings and traffic. Furthermore, the document details the qualities sought in new team members and the next steps in the hiring process.

1. » IPROSPECT

2. AGENDA
1. iProspect SEO team
2. Introduction to SEO
3. Covering off the basics
4. SEO in 2013
5. Who we’re looking for
6. Questions

3. MARKET LEADING SEO TEAM
65+ SEO Fully integrated with
specialists other channels
SEO expertise
across all verticals  Google Analytics
Certified
Dedicated algorithm World class
testing team link building

4. SEO PRODUCT BREAKDOWN
VIDEO CONTENT CREATION TOOLS @
SEM MARKETING & OPTIMISATION SOCIAL SEARCH INSIGHT MOBILE SEM
CLIENT IMMERSION GOOGLE PLACES FACEBOOK TECHNICAL INTERNATIONAL
DAYS OPTIMISATION VISIBILITY SEO LINK BUILDING SEO

5. MARKET LEADING SEO TEAM

6. » Introduction to SEO

7. A SEO DEFINITION
“The process of improving the volume and/or quality of
traffic to a web page by making it appear more relevant
for a specific search query”

8. INTRODUCING THE SERP
Paid Search Results
SEO / Natural /
Organic
Results

9. SEO & PCC HAVE DIFFERENT STRENGTHS & WEAKNESSES
Natural Paid
Unpaid, not commercial Pay per click
Ranking determined by algorithm Ranking determined by live ‘auction’
Algorithm rewards relevance Auction rewards relevance AND bid
System determines text displayed Advertiser chooses text displayed
Can take time to rank for competitive Enables immediate presence in search
keywords engine results

10. WHY DOES IT MATTER – BRAND AWARENESS
of users expect leading brands
71% to be on top of the search results page
of users believe high ranking is tied to the
36% trustworthiness of the company

11. » SEO 101 – Covering off the basics

12. HOW DOES SEO WORK?
Ranking impact
Fundamental importance
Crawlability Content Credibility
Is your content relevant for
Can Search Engines access Is your page the most
users and optimised for
and index the site’s content? authoritative on the web?
Search Engines?
Indexed Relevant Authoritative

13. CRAWLABILITY OF YOUR SITE
Ranking impact
Crawlability
Is your site and the site
content accessible to search
engines?

14. CONTENT DETERMINING SEARCHER INTENT AND DELIVERING
RELEVANT, FRESH CONTENT
Content
Is your content relevant for
users and optimised for
Search Engines?

15. KEYWORD RESEARCH
Long Tail
Long Tail Short Tail
Search Volume Reality of
Importance to What Competitors
Keyword Difficulty Current Position Obtaining Top 5
Client +1,000 Don’t Target
Result

16. BUILDING RELEVANCY INTO YOUR PAGES
Page Title
Meta Description
URL
Internal Linking
Page Header
Body Content
Image Alt

17. CREDIBILITY OF YOUR SITE
Ranking impact
Credibility
Is your page the most
authoritative on the web?
PA: Page Authority www.domain.com/page/
DA: Domain Authority www.domain.com
BBC PA 97 1,417,482 links
DA 100
iProspect PA 52 1,954 links
DA 42

18. GETTING THE RIGHT MIX OF RELEVANT AND
AUTHORITATIVE WEBSITES
Good diversity of
linking sites
Automotive lifestyle
Natural Link
Profile

19. BUILDING A NATURAL / OPTIMAL LINK PROFILE
Social Online content Interactive
Topic Curation
Bookmarking releases Infographics
Directory Blogger Community Widgets
Submissions Outreach Engagement

20. » 2013 and beyond

21. “Google updates it’s
algorithm over 500
times a year”

22. MEANING THE LANDSCAPE IS CHANGING DRAMATICALLY

23. AND THAT WAS BEFORE THESE TWO CAME ALONG . .
Copyright © 2011, iProspect, Inc. All rights reserved.

24. THE SOLUTION
A good hockey
player plays
where the puck is.
A great hockey
player plays
where the puck is
going to be.

25. REDEFINING WHAT ‘CREDIBILITY’ MEANS
Social influences
these:

26. GETTING THOSE SOCIAL SIGNALS

27. ANYONE HEARD OF CONTENT MARKETING?

28. LINK BUILDING CASE STUDY . . .
BACKGROUND STRATEGY RESULTS
Thomas Cook wanted to move away We developed a detailed site Following the successful launch of the
from their incumbent SEO agency due migration plan and worked with new site 90% of the 300+ target
to a lack of confidence in their Thomas Cook to ensure site keywords ranked on page 1 of Google
approach. hierarchy, IA, content and code was (up from 50%).
consistent with SEO best practice to
With a large web migration project drive maximum value from the Non-brand traffic increased by over
due to be launched, Thomas Cook project. 150% YoY, with a 60% increase in
appointed us to provide technical SEO bookings.
consultancy to manage this process At the same time we negotiated and
and an evolved link building plan to placed content on high value media The organic search channel has been
boost performance of new pages. sites and highly relevant travel blogs the strongest performing channel in
to increase ranking visibility for target 2012 due to the huge growth in non-
terms. brand traffic.

29. CREATING ENGAGING CONTENT

30. THOMAS COOK – JANUARY 2013, RESOLUTION CALENDAR
43 Blogger Links 1,331 Facebook Likes 189 Tweets

31. . . . AND PLACING ON HIGH AUTHORITY WEBSITES

32. LINK BUILDING CASE STUDY . . .
BACKGROUND STRATEGY RESULTS
Thomas Cook wanted to move away We developed a detailed site Following the successful launch of the
from their incumbent SEO agency due migration plan and worked with new site 90% of the 300+ target
to a lack of confidence in their Thomas Cook to ensure site keywords ranked on page 1 of Google
approach. hierarchy, IA, content and code was (up from 50%).
consistent with SEO best practice to
With a large web migration project drive maximum value from the Non-brand traffic increased by over
due to be launched, Thomas Cook project. 150% YoY, with a 60% increase in
appointed us to provide technical SEO bookings.
consultancy to manage this process At the same time we negotiated and
and an evolved link building plan to placed content on high value media The organic search channel has been
boost performance of new pages. sites and highly relevant travel blogs the strongest performing channel in
to increase ranking visibility for target 2012 due to the huge growth in non-
terms. brand traffic.

33. » Who we’re looking for

34. WHO WE’RE LOOKING FOR

35. NEXT STEPS
• Case study demonstrating:
–You’ve resourceful . . . you’ve an appetite to learn,
you’ve researched SEO and other digital channels, you understand
the basics
–You’re analytical – you think about all the different data
points you can use to back up your strategy, and you’re capable of
using excel to demonstrate this
–You’re creative and have loads of innovative ideas for an
offsite strategy
• Interviews to talk through your presentation and strategy

36. NEXT STEPS
Q&A
SEO Proposal Final Interview
With Neil and myself
To a member of the with iProspect
on the Q&A panel
iProspect team Exec Board
below
Training Schedule
Offer of - workshops, online Intro to Clients
Employment courses, hands-on Integrated into the
From iProspect client work, client facing side of
team conferences and SEO
shadowing

37. » Questions?