Date post: | 11-Nov-2014 |
Category: |
Marketing |
Upload: | natasha-preocanin |
View: | 111 times |
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Implementing SEO as part of a
complex Marketing Strategy
Harpinder SohalHead of Online Marketing (UK Mail)
Profile overview
• 10 years in Online Marketing/Digital/eCommerce
• UK Mail since 2011• ipostparcels.com – Pure play start-up
(Sept 2011)
Key takeaways
• How to assess and implement changes to improve your SEO visibility.
• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
• How content is the key to expanding search visibility
Where we started
• Brand launch of ipostparcels.com in late 2011• SEO campaign targeting a link building
strategy• Quantity vs. quality • Short and sharp progress• Google’s un-natural link profile warning in
WMT
Link building planOne Off SEO Work iPostParcels KEYWORDS 35PAGES FOR CONTENT & META 7PAGES FOR META ONLY 5INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250BLOG INTEGRATION YESPR SECTION YESMonthly SEO WorkflowFREE DIRECTORY SUBMISSIONS 300BLOGS X 250 WORDS 6BLOGS PUBLISHED TO WEBSITE 6SOCIAL BOOKMARKING SUBMISSIONS 120ARTICLES X 300 WORDS 2ARTICLE SUBMISSIONS (TOTAL) 100PRESS RELEASES TO 100 PORTALS 2 then 1 alternatePRESS RELEASES SUBMITTED TO SITE 2 then 1 alternateNEW DIRECTORY SUBMISSIONS 15GUARANTEED DIRECTORY SUBMISSIONS 8FREE BUSINESS DIRECTORY SUBMISSIONS 15THEMED LINKS (PR 0) 7PR 1 LINKS 6PR 2 LINKS 3CONTEXTUAL BLOGS 3PROFILE CREATIONS 1
Backlinks & referrals
Backlinks & referrals
How we reacted
How we reacted
• SEO landscape turned upside down – Penguin (April 2012)
• Effect on keyword rankings• Change of agency (iProspect
Manchester)• Change of SEO strategy • Matt Cutts blog on buying links
Where we ended up• Strategizing SEO to customer (and
Google!) needs with Vertical Leap• Focus on unique, high quality &
relevant content
Content that is genuinely sharable…
Where we ended up• Strategising SEO to customer (and
Google!) needs with Vertical Leap• Focus on unique, high quality &
relevant content• Keywords are so last season!• Diversifying content strategy &
engaging social media• Integrating SEO into the Marketing
mix e.g. PPC• Impact on search visibility
Organic traffic growth
Search visibility
Search profile
Conclusion
• Identify specific activity that could be detrimental to SEO
• Diversify your content output & ensure its engaging
• Incorporate SEO into ALL your marketing channels
• Content is still very much…
questionsHarpinder Sohal
Dave Colgate
Head of Online Marketing@HarpsSohal
Search Specialist@SEODave