Date post: | 18-May-2015 |
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Business |
Upload: | cim-east-of-england |
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Search Engine Optimisation
• 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
@millerian
• Measurable
• Traffic
• Keywords
• Enquires
• Sales
• Effective
• Incremental
• Harder than you think
• Constantly evolving
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
Give a man a fish and
he’ll eat for a day
Teach a man to fish and
he’ll eat every day
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
SEO can have an image problem
What SEO hat do you wear?
WhiteorBlack
Do the right thing
Do the right thing
Would you tell your mum?
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?
Who do you trust?
Create a Content Strategy
1 2
3
• Editorial strategy spreadsheet
• Keyword mapping spreadsheet
Wordle
Foundation of the web
• Partners and clients
• Suppliers
• Charity and sponsorships
• Staff
• Social profiles
• Groups and associations
• Events
• Resource lists
• Niche directories
• Case studies
• Reviews and competitions
• Top XX lists
• Adverts
• Brand mentions: “my company” –site:mycompany.com
• E.g. Education links
• Do a talk
• Careers fair
• Internships and placements
• Job boards
• Publications
• Student unions
• Natural
• In built authority
• Anchor text distribution
• Repeat links
• Make it interesting for the recipient
• Can snowball
• 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
• 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
“I know only half of my advertising
works.
The problem is, I don’t know
which half.”
• Define success per stakeholder
• Execute, evaluate, enhance
• Document everything
• Analytics notes
• Reward (and risk) is cumulative
• People > Process > Technology
• Schema.org
• Product
• Organisation
• Author
• Analytics (not provided)
• Cookie law – http://crftd.md/lxCrX2
• Fragmented search
Content
LinksArchitectureStrategySocial
• 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/