SEO DeliveranceBrighton SEO14th September 2012

Tony KingSEO Managing ConsultantSemetrical.com

What is SEO deliverance?

1. a formal pronouncement or expression of opinion

2. rescue from moral corruption or evil; salvation

3. another word for delivery

4. rescue from bondage or danger

Source: www.thefreedictionary.com

?

Rescue from bondage…

Rigid corporate structures

SEO‟s can be seen as „Just another brick in the wall‟

Tied up in pointless meetings

Position yourself as the „Guru‟

Delivery something significant

A step change that gets you noticed

Research Phase

Development Phase

Implementation Phase

No man is an Island…The „Man, I Feel Like a Woman‟…The path to deliverance…

Know your market

Know your competition

Know your website

Know your objectives

Know your strategy

Know your limits

Know your audience

Know your plan

Know your sh*t

There‟s no limit to what you can deliver.

Research Phase

Know your market

Know your competition

Know your website

No man is an Island…The „Man, I Feel Like a Woman‟…Know your market…

No man is an Island…The „Man, I Feel Like a Woman‟…Know your competition…

Know your website…

Like the back of your hand

Get beneath the surface

Review your site analytics

Initiate an SEO audit

Run a comprehensive site crawl

Identify optimisation opportunities

Schedule regular website crawlsMonitor on-going updates

Capture un-planned changes

Quantify SEO improvements

AutomationInspect the un-inspected…

Check your robots.txt Audit your XML sitemaps Domain management: Redirection status Canonical setup Domain renewal dates

URL management: Upper/lower case variations Parameter ordering Trailing slashes

Site performance: Site speed 404 Error handling Site downtime alerts FREE Robotto Tool: robotto.semetrical.com

Development Phase

Know your objectives

Know your strategy

Know your limits

Know your objectives…

What‟s the company mission?

What‟s the website goal/s?

Are they being tracked correctly?

What‟s the value of each goal?

Have any specific objectives been set?

Traffic

Sales

Market share

Brand building

Campaign support

Are your objectives aligned with website goals?

AutomationKnow your objectives…

Know your strategy…

Project scope (Scope + Costs) – Returns = Pitch Difficulty

Staff and resources Who will deliver the project?

In-house or outsource (to Semetrical)

What are the costs? SEO is not free

Technology & tools (DeepCrawl)

Define the budget Allow for seasonal trends

Consider the financial calendar

Projected returns Show me the money!

No man is an Island…The „Man, I Feel Like a Woman‟…Know your limits…

Build & develop the search team Read, Debate & Innovate

Identify departmental advocates Sales & Marketing PR and Editorial Editorial and Copy Writers Webmasters/Infrastructure Developers & Information Architects UX Designers Research Team

Define and assign responsibilities Evaluate and feedback Nurture and support the teams

Implementation Phase

Know your audience

Know your plan

Know your sh*t

Know your audience…

Who are you pitching to?

What are their objectives?

Consider your delivery method

Pre-empt responses

CEO/CFO ROI Market share

Marketing Director Brand building Market share User engagement Competitive advantage

CTO, IT Director Infrastructure Site performance Developer resource/time

Sales Director Lead generation Direct marketing

Know your plan…

Start with a business case

Let the figures speak for themselves…

It‟s all about the ROI…

“Money talks, and bullsh*t walks”Bobbi FlekmanThis Is Spinal Taphttp://www.imdb.com/title/tt0088258/quotes

Revenue Cost Profit

Year 1 £1,250,000 £450,000 £800,000

Year 2 £1,250,000 £250,000 £1,000,000

Year 3 £1,250,000 £250,000 £1,000,000

Year 4 £1,250,000 £250,000 £1,000,000

Year 5 £1,250,000 £250,000 £1,000,000

Total £6,250,000 £1,450,000 £4,800,000

No man is an Island…The „Man, I Feel Like a Woman‟…Know your plan…

Prepare your first draft: Include a cover and contents page Date and version stamp your document Include an executive summary: A synopsis of the key points and highlights

Avoid jargon Keep it short but informative Include research and data in an appendix

Get two people to proof read it: Listen carefully to their feedback Redraft sections that are difficult to understand

Prepare the final draft: Print and bind copies for reference and distribution Save a PDF version for digital distribution

No man is an Island…The „Man, I Feel Like a Woman‟…Know your sh*t…

Don‟t get burnt in the Dragons Den…

No man is an Island…The „Man, I Feel Like a Woman‟…Know your sh*t…

No man is an Island…The „Man, I Feel Like a Woman‟…Deliverance…

Secure sign-off:

Preparation

Planning

Perfecting the pitch

Change development:

Coordinate the search teams

Maintain training and support

SEO UAT & QA

Audit changes

Ensure specifications are met

Check for side-effects

Deliver the change

Release to live

Celebrate with the team

Monitor

Maintain

Performance

Now you need to…

Delivery is only the beginning...

Good news…

You all have a chance to be a WINNER..!

Semetrical are giving away a FREE DeepCrawl account to one of our Twitter followers.

Simply follow @Semetrical on Twitter before the end of September 2012 and ReTweet our promotional tweet to be in with a chance of winning.

The „Man, I Feel Like a Woman‟…Prizes…

See our blog for full details:blog.semetrical.com/win-deepcrawl/

Thanks… You have been watching…

Tony King - @ToastedTeacakeSEO Managing Consultantat Semetrical

Find out more at…www.semetrical.comblog.semetrical.comwww.deepcrawl.co.uk

Follow us on Twitter…@semetrical