How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014
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Transcript of How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014
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How to Provide Cheap(Not Nasty) SEO
Matt Fielding
@MattFieldingSEO
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“I felt exactly how you would feel if you were getting ready to launch and knew you were
sitting on top of two million parts - all built by the lowest bidder on a government contract.”
NASA astronaut John Glenn
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Respect your website enough not to hand control
to the lowest bidder
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“Most businesses pay between
$2,500 and $5,000for a monthly retainer.”
http://searchenginewatch.com/article/2267471/How-Much-Should-You-Spend-on-SEO-Services
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ROI:CHEAP ≠ NASTYSCALABILITY?
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SIMPLICITY IS KEY
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campingandcaravanningclub.co.uk
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First things first;
Manage Expectations
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Realistic expectations
• Realistic ROI model• Improve year-on-year revenue• Conservative % increase• Positive return relative to profit margins• Work towards agreed targets
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Rankings and traffic are indicators of progress, not measures of success.
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Tangible KPIs
E-commerce client – local print service provider
Revenue from organic search
+92%year-on-year
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Do you need more traffic?
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Do you need more traffic?
If your traffic doesn’tCONVERT
increasing trafficis not an efficient way to increase
revenue
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Do you need more traffic?Cost-effective CRO options:
Optimizely £12 p.m. free trial available
VWO $49 p.m. free trial available
Crazy Egg From $9 p.m. free trial available
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Do you need more traffic?
CRO tips:
unbounce.com/blog/
conversionxl.com/blog/
visualwebsiteoptimizer.com/split-testing-blog/
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Onsite SEO
Basic SEO issues:• Sitemap•404 errors
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Onsite SEO
PageSpeedInsights
Cost = £0
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Schema
•Microdata/structured data• Joint project by major search
engines (Google, Bing)• Communication of data
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Schema
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Schema
Cost = £0
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Link Building
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Leverage existing assets for links
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Leverage existing assets for links
Images
http://themeld.co.uk/image-link-building/
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Leverage existing assets for links
Information
http://www.physioroom.com/news/english_premier_league/epl_injury_table.php
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Leverage existing assets for links
Othermarketingactivity
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More cheap (not nasty) link building
Blogging – nasty:
• Low-quality content• Loosely-related• Written to increase # of indexed pages
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More cheap (not nasty) link building
Blogging – nasty:
• Low-quality content• Loosely-related• Written to increase # of indexed pages• Copy of other people’s posts
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More cheap (not nasty) link building
Blogging – cheap:
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More cheap (not nasty) link building
Blogging – cheap:• High-quality content
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More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts
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More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts• Genuine expertise
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More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts• Genuine expertise• Shareable – prove it through promotion
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More cheap (not nasty) link building
Blogging – cheap:• Promotion is key
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More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight
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More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight• Discovered through longtail search• Quality posts attract links
![Page 43: How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014](https://reader033.fdocuments.us/reader033/viewer/2022051609/54794b29b4af9f8d678b477c/html5/thumbnails/43.jpg)
More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight• Discovered through longtail search• Quality posts attract links• Leverage internal links to commercial pages
![Page 44: How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014](https://reader033.fdocuments.us/reader033/viewer/2022051609/54794b29b4af9f8d678b477c/html5/thumbnails/44.jpg)
More cheap (not nasty) link building
• Blogging – cheap:
http://www.mattfieldingseo.co.uk/improve-ctr-with-magnetic-meta-descriptions/
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More cheap (not nasty) link building
• Blogging – cheap:
http://www.mattfieldingseo.co.uk/improve-ctr-with-magnetic-meta-descriptions/
![Page 46: How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014](https://reader033.fdocuments.us/reader033/viewer/2022051609/54794b29b4af9f8d678b477c/html5/thumbnails/46.jpg)
More cheap (not nasty) link building
• Blogging – cheap:
![Page 47: How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014](https://reader033.fdocuments.us/reader033/viewer/2022051609/54794b29b4af9f8d678b477c/html5/thumbnails/47.jpg)
More cheap (not nasty) link building
• Blogging – cheap:
![Page 48: How to deliver cheap (not nasty) SEO - Brighton SEO 04/2014](https://reader033.fdocuments.us/reader033/viewer/2022051609/54794b29b4af9f8d678b477c/html5/thumbnails/48.jpg)
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Good thingshappen when you
blog…
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Good thingshappen when you
blog……well
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Cyrus Shepard - http://moz.com/blog/bad-linkbait-needs-to-die
“You can turn any unique knowledge into a linkable asset
without shooting a video or adding fancy graphics”
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Matt Fielding – Brighton SEO
“You can turn any expert knowledge into a linkable asset
without shooting a video or adding fancy graphics”
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Thanks!@mattfieldingseo | @custardmedia
mattfieldingseo.co.ukcustard.co.uk