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@hannahjthorpe #SMX	
  	
   #15A
@hannahjthorpe #SMX	
  	
   #15A
Solving  
Complex  SEO  
Problems
@hannahjthorpe #SMX	
  	
   #15A
A little about me…
Managing	
  Director	
  at	
  White.net
Technical	
  SEO	
  &	
  Conte...
@hannahjthorpe #SMX	
  	
   #15A
So,  how  do  I  
rank?  
@hannahjthorpe #SMX	
  	
   #15A
"Gosh,	
  it	
  feels	
  
overwhelming	
  to	
  try	
  and	
  
explain	
  to	
  someone	
...
@hannahjthorpe #SMX	
  	
   #15A
@hannahjthorpe #SMX	
  	
   #15A
Thanks  for  
listening…
@hannahjthorpe #SMX	
  	
   #15A
https://searchenginewatch.com/2017/02/02/what-­‐can-­‐we-­‐learn-­‐from-­‐winners-­‐loser...
@hannahjthorpe #SMX	
  	
   #15A
Do  
another
technical  
audit
Focus  
on  
brand
@hannahjthorpe #SMX	
  	
   #15A
When
to  
re-­‐audit
@hannahjthorpe #SMX	
  	
   #15A
Your  first  
audit  was  
implemented  
sporadically…
@hannahjthorpe #SMX	
  	
   #15A
..  and  now  your  
ecosystem  is  
constantly
changing…
@hannahjthorpe #SMX	
  	
   #15A
…without  a  
change  
control  
process…
@hannahjthorpe #SMX	
  	
   #15A
…and  lots  of  
different  
people  
working  in  it.
@hannahjthorpe #SMX	
  	
   #15A
So,  that’s  
everyone
then?
@hannahjthorpe #SMX	
  	
   #15A
Audit better
Think	
  about	
  being	
  actionable
Understand	
  the	
  individuals	
  
i...
@hannahjthorpe #SMX	
  	
   #15A
Being Actionable
Does	
  the	
  
site	
  have	
  
GTM?
Who	
  has	
  FTP	
  
access?	
  A...
@hannahjthorpe #SMX	
  	
   #15A
Individuals
1. Job  role
2. Accountabilities
3. KPI’s  
4. Internal  supporters
5. Intern...
@hannahjthorpe #SMX	
  	
   #15A
Prioritise
Task Time? Who? Complexity? Impact? Priority
Think	
  about	
  individual	
  t...
@hannahjthorpe #SMX	
  	
   #15A
Quantify everything
Content	
  King	
  -­‐ contentkingapp.com
@hannahjthorpe #SMX	
  	
   #15A
Audit  Alerts
@hannahjthorpe #SMX	
  	
   #15A
Index	
  Bloat
Crawl	
  
Efficiency
@hannahjthorpe #SMX	
  	
   #15A
Index  
Bloat
@hannahjthorpe #SMX	
  	
   #15A
Your indexation is weird.
@hannahjthorpe #SMX	
  	
   #15A
This  302s  to  www.asos.com/men/
oh  hey  Australia  (not  a  subdomain)
Another  subdom...
@hannahjthorpe #SMX	
  	
   #15A
Test your sitemaps
Greenlane Marketing	
  -­‐ http://bit.ly/sitemap-­‐extension
@hannahjthorpe #SMX	
  	
   #15A
Crawl  
“Efficiency”
@hannahjthorpe #SMX	
  	
   #15A
Your crawl efficiency is non-existent.
@hannahjthorpe #SMX	
  	
   #15A
Robots.txt wildcards
@hannahjthorpe #SMX	
  	
   #15A
But, what if that
doesn’t work/isn’t
possible/consumes
all your time?
@hannahjthorpe #SMX	
  	
   #15A
Focus  on  
brand
@hannahjthorpe #SMX	
  	
   #15A
Who  
ranks  first  
for  
“Adidas  
trainers”
@hannahjthorpe #SMX	
  	
   #15A
@hannahjthorpe #SMX	
  	
   #15A
What  if  it’s  
so  new  and  
unique,  no  
one  
searches?
@hannahjthorpe #SMX	
  	
   #15A
@hannahjthorpe #SMX	
  	
   #15A
Marketing  
teams  have  so  
much data  on  
this  stuff…
@hannahjthorpe #SMX	
  	
   #15A
...  yet  we  don’t  
work  alongside
‘brand’  enough.
@hannahjthorpe #SMX	
  	
   #15A
The Process
Know	
  
what’s	
  out	
  
there	
  and	
  
why
Understand	
  
your	
  market...
@hannahjthorpe #SMX	
  	
   #15A
Understand your market size
https://marketfinder.thinkwithgoogle.com/intl/en_us/
Maybe  w...
@hannahjthorpe #SMX	
  	
   #15A
Build genuine connections
Xtensio Persona  
Builder
@hannahjthorpe #SMX	
  	
   #15A
Surveys
Pollfish
@hannahjthorpe #SMX	
  	
   #15A
People like familiar functionality
@hannahjthorpe #SMX	
  	
   #15A
Become the expected result
Go  offline  
Billboards,  TV,  
Leaflets
@hannahjthorpe #SMX	
  	
   #15A
Optimise for Featured Snippets
@hannahjthorpe #SMX	
  	
   #15A
Measuring
this stuff is
hard
@hannahjthorpe #SMX	
  	
   #15A
[brand]  +  [product]  search  volume
@hannahjthorpe #SMX	
  	
   #15A
CTR  vs.  Average  Position
@hannahjthorpe #SMX	
  	
   #15A
Key takeaways
Part	
  of	
  an	
  SEO’s	
  job	
  is	
  implementing	
  an	
  
audit,	
  ...
@hannahjthorpe #SMX	
  	
   #15A
Thank  
you!
@hannahjthorpe
hannah@white.net
@hannahjthorpe #SMX	
  	
   #15A
Do  you  do  
PPC?  
We’re  
hiring  
https://bit.ly/2wSmxZx
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Solving SEO issues when standard fixes do not apply #SMX

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Following a simple seo checklist is great for most sites, but what happens when it doesnt work? this talk from smx london covers off when to reaudit and when brand might be your best solution to gain that all important traffic.

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Solving SEO issues when standard fixes do not apply #SMX

  1. 1. @hannahjthorpe #SMX     #15A
  2. 2. @hannahjthorpe #SMX     #15A Solving   Complex  SEO   Problems
  3. 3. @hannahjthorpe #SMX     #15A A little about me… Managing  Director  at  White.net Technical  SEO  &  Content  Marketing Range  of  brands  – Luxury,  Travel,  Retail
  4. 4. @hannahjthorpe #SMX     #15A So,  how  do  I   rank?  
  5. 5. @hannahjthorpe #SMX     #15A "Gosh,  it  feels   overwhelming  to  try  and   explain  to  someone   outside  the  SEO   profession  how  to  get  a   web  page  ranked." https://moz.com/blog/rank-­‐in-­‐2018-­‐seo-­‐checklist
  6. 6. @hannahjthorpe #SMX     #15A
  7. 7. @hannahjthorpe #SMX     #15A Thanks  for   listening…
  8. 8. @hannahjthorpe #SMX     #15A https://searchenginewatch.com/2017/02/02/what-­‐can-­‐we-­‐learn-­‐from-­‐winners-­‐losers-­‐search-­‐2016/
  9. 9. @hannahjthorpe #SMX     #15A Do   another technical   audit Focus   on   brand
  10. 10. @hannahjthorpe #SMX     #15A When to   re-­‐audit
  11. 11. @hannahjthorpe #SMX     #15A Your  first   audit  was   implemented   sporadically…
  12. 12. @hannahjthorpe #SMX     #15A ..  and  now  your   ecosystem  is   constantly changing…
  13. 13. @hannahjthorpe #SMX     #15A …without  a   change   control   process…
  14. 14. @hannahjthorpe #SMX     #15A …and  lots  of   different   people   working  in  it.
  15. 15. @hannahjthorpe #SMX     #15A So,  that’s   everyone then?
  16. 16. @hannahjthorpe #SMX     #15A Audit better Think  about  being  actionable Understand  the  individuals   involved Prioritise time  vs.  impact Quantify  everything
  17. 17. @hannahjthorpe #SMX     #15A Being Actionable Does  the   site  have   GTM? Who  has  FTP   access?  Are   they  in-­‐house? What’s  been  able  to   be  actioned   previously? What   CMS  is   the  site   on? What  percentage   of  pages  are  you   trying  to  change? How  many   people  have   to  sign  off   your   change? How  long  do  all  your   suggested  changes   take  to  make?   Where’s  the   resource? What  other   integrations   are  on  site?
  18. 18. @hannahjthorpe #SMX     #15A Individuals 1. Job  role 2. Accountabilities 3. KPI’s   4. Internal  supporters 5. Internal  conflicts   6. Work  history 7. Time  available 8. Knowledge  of  SEO   9. Extra  details  – hobbies,  family,  etc.  
  19. 19. @hannahjthorpe #SMX     #15A Prioritise Task Time? Who? Complexity? Impact? Priority Think  about  individual  tasks   vs.  milestone  tasks Understand  where  your   resource  is  coming  from  for   implementation
  20. 20. @hannahjthorpe #SMX     #15A Quantify everything Content  King  -­‐ contentkingapp.com
  21. 21. @hannahjthorpe #SMX     #15A Audit  Alerts
  22. 22. @hannahjthorpe #SMX     #15A Index  Bloat Crawl   Efficiency
  23. 23. @hannahjthorpe #SMX     #15A Index   Bloat
  24. 24. @hannahjthorpe #SMX     #15A Your indexation is weird.
  25. 25. @hannahjthorpe #SMX     #15A This  302s  to  www.asos.com/men/ oh  hey  Australia  (not  a  subdomain) Another  subdomain Subdomain
  26. 26. @hannahjthorpe #SMX     #15A Test your sitemaps Greenlane Marketing  -­‐ http://bit.ly/sitemap-­‐extension
  27. 27. @hannahjthorpe #SMX     #15A Crawl   “Efficiency”
  28. 28. @hannahjthorpe #SMX     #15A Your crawl efficiency is non-existent.
  29. 29. @hannahjthorpe #SMX     #15A Robots.txt wildcards
  30. 30. @hannahjthorpe #SMX     #15A But, what if that doesn’t work/isn’t possible/consumes all your time?
  31. 31. @hannahjthorpe #SMX     #15A Focus  on   brand
  32. 32. @hannahjthorpe #SMX     #15A Who   ranks  first   for   “Adidas   trainers”
  33. 33. @hannahjthorpe #SMX     #15A
  34. 34. @hannahjthorpe #SMX     #15A What  if  it’s   so  new  and   unique,  no   one   searches?
  35. 35. @hannahjthorpe #SMX     #15A
  36. 36. @hannahjthorpe #SMX     #15A Marketing   teams  have  so   much data  on   this  stuff…
  37. 37. @hannahjthorpe #SMX     #15A ...  yet  we  don’t   work  alongside ‘brand’  enough.
  38. 38. @hannahjthorpe #SMX     #15A The Process Know   what’s  out   there  and   why Understand   your  market Show  you   understand   your   customers Build genuine   connections Be at  the   forefront  of   your   customers’   minds Become  the   expected   result
  39. 39. @hannahjthorpe #SMX     #15A Understand your market size https://marketfinder.thinkwithgoogle.com/intl/en_us/ Maybe  we  should  all  just   move  to  Brazil…   …  but  there’s  more  money  in   Germany  so…  
  40. 40. @hannahjthorpe #SMX     #15A Build genuine connections Xtensio Persona   Builder
  41. 41. @hannahjthorpe #SMX     #15A Surveys Pollfish
  42. 42. @hannahjthorpe #SMX     #15A People like familiar functionality
  43. 43. @hannahjthorpe #SMX     #15A Become the expected result Go  offline   Billboards,  TV,   Leaflets
  44. 44. @hannahjthorpe #SMX     #15A Optimise for Featured Snippets
  45. 45. @hannahjthorpe #SMX     #15A Measuring this stuff is hard
  46. 46. @hannahjthorpe #SMX     #15A [brand]  +  [product]  search  volume
  47. 47. @hannahjthorpe #SMX     #15A CTR  vs.  Average  Position
  48. 48. @hannahjthorpe #SMX     #15A Key takeaways Part  of  an  SEO’s  job  is  implementing  an   audit,  so  get  stakeholders  on  board SEO  is  more  complex  than  just  a   checklist  – it’s  unique  to  every  business Technical  audits  may  not  always   have  the  impact  you  want Check  your  crawl  efficiency  and   index  bloat  to  determine   technical  strength If  an  audit  doesn’t  work  and  your   technical  is  good,  focus  on  brand   building Looking  to  new   channels  and  offline,   will  boost  SEO  down   the  line
  49. 49. @hannahjthorpe #SMX     #15A Thank   you! @hannahjthorpe hannah@white.net
  50. 50. @hannahjthorpe #SMX     #15A Do  you  do   PPC?   We’re   hiring   https://bit.ly/2wSmxZx
  • ChrisHall109

    May. 24, 2018

Following a simple seo checklist is great for most sites, but what happens when it doesnt work? this talk from smx london covers off when to reaudit and when brand might be your best solution to gain that all important traffic.

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