The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1...

56
The Cash Strapped Marketer’s Guide to SEO Helen Pollitt // Avenue Digital avenuedigital.com/brightonseo2019 @HelenPollitt1

Transcript of The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1...

Page 1: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

The Cash Strapped Marketer’s Guide to SEO

Helen Pollitt // Avenue Digital

avenuedigital.com/brightonseo2019

@HelenPollitt1

Page 2: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Helen Pollitt – Head of Digital

THE CASH STRAPPED MARKETER’S GUIDE TO SEO

@HelenPollitt1

Impact from insight

Page 3: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

In-house

Page 4: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Agency

Page 5: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

You’re here for another

talk

Page 6: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Time

Page 7: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Cash

Page 8: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Resources

Page 9: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Knowledge

Page 10: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

STEP 1 - ASSESS

@HelenPollitt1

Page 11: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Gap analysis- resources

Page 12: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

What are your

strengths?

Page 13: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Where are you

already excelling?

Page 14: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

What’s your current budget?

Page 15: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

STEP 2 - STRATEGY

@HelenPollitt1

Page 16: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Start small

Page 17: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Think outside the box

Page 18: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Video SEO

Page 19: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Amazon SEO

Page 20: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Local SEO

Page 21: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Reputation management

Page 22: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Click rate optimisation

Page 23: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Image search

Page 24: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

App store optimisation

Page 25: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Set expectations

Page 26: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Look for niches

Page 27: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Ignore “best practice”

Page 28: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Prioritise

Page 29: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

STEP 3 - IMPLEMENT

@HelenPollitt1

Page 30: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Competitor research

Page 31: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Custom search

engines

Page 32: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Content gap analysis

Page 33: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Backlinks

Page 34: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Education

Page 35: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Use thought leaders

Page 36: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

#journorequest#prrequest

Page 37: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Mine your partnerships

Page 38: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

SERP domination

Page 39: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Standard SERPs

Page 40: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Rich results

Page 41: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Enriched results

Page 42: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Featured snippets

Page 43: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Knowledge panels

Page 44: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

User intent in the SERPs

Page 45: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Improve existing content

Page 46: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Report

Page 47: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Automation

Page 48: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Google alerts

Page 49: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Learn from PPCLearn from PPC

Page 50: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Tools

Page 51: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Analytics

Page 52: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Keyword research

Page 53: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Keyword monitoring

Page 54: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Backlink analysis

Page 55: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Crawling

Page 56: The Cash Strapped - Avenue Digital · THE CASH STRAPPED MARKETER’S GUIDE TO SEO @HelenPollitt1 Impact from insight. In-house. Agency. You’re here for another talk. Time. Cash.

Impact from insight

FIND OUT MORE

@HelenPollitt1

[email protected]

avenuedigital.com


The Marketer’s Guide to Revenue

The Marketer’s Guide to Revenue

Universal Coverage and the American Health Care System in …bmayes/pdf/RMayes_Epilogue.pdf · sicians, burnt-out nurses, and cash-strapped businesses need to exist before a critical

Universal Coverage and the American Health Care System in …bmayes/pdf/RMayes_Epilogue.pdf · sicians, burnt-out nurses, and cash-strapped businesses need to exist before a critical

STRAPPED 5 - PTR. JOVEN - 10AM MORNING SERVICE

STRAPPED 5 - PTR. JOVEN - 10AM MORNING SERVICE

Investing in Economic Development An Innovative Approach for Cash-Strapped Municipalities Moderator: Scott Wolf, Executive Director, Grow Smart Rhode Island.

Investing in Economic Development An Innovative Approach for Cash-Strapped Municipalities Moderator: Scott Wolf, Executive Director, Grow Smart Rhode Island.

Underground RPG - Fully Strapped Always Packed

Underground RPG - Fully Strapped Always Packed

OSPIRG AR 2006cdn.publicinterestnetwork.org/assets/DZjqqhE4... · Setting Limits On Loans Payday loan outfits sell short-term, high interest-rate loans to cash-strapped Oregonians.

OSPIRG AR 2006cdn.publicinterestnetwork.org/assets/DZjqqhE4... · Setting Limits On Loans Payday loan outfits sell short-term, high interest-rate loans to cash-strapped Oregonians.

SECURITY ISSUES IN A CASH STRAPPED COMPANYjkristof/tdc375/2009_10-701/kemp.pdf · The Ugly (191.190.0.0/16) Final results obtained from whois.lacnic.net. Results: % Joint Whois -

SECURITY ISSUES IN A CASH STRAPPED COMPANYjkristof/tdc375/2009_10-701/kemp.pdf · The Ugly (191.190.0.0/16) Final results obtained from whois.lacnic.net. Results: % Joint Whois -

BUILDING OUR POWER! · O’Reilly, adding that cash strapped municipalities ... gearing up for another round of bargaining with John Tory ... Not because of cynicism or misplaced

BUILDING OUR POWER! · O’Reilly, adding that cash strapped municipalities ... gearing up for another round of bargaining with John Tory ... Not because of cynicism or misplaced

The Oklahoma Tier Payment System (ETPS)” Tier... · Care Authority (OHCA), the state’s Medicaid agency, ODMHSAS was able to accomplish something that many cash-strapped state

The Oklahoma Tier Payment System (ETPS)” Tier... · Care Authority (OHCA), the state’s Medicaid agency, ODMHSAS was able to accomplish something that many cash-strapped state

What is “The Marketer’s Manifesto”? · What is “The Marketer’s Manifesto”? The Marketer’s Manifesto is designed to open your eyes. Open your eyes to the possibilities

What is “The Marketer’s Manifesto”? · What is “The Marketer’s Manifesto”? The Marketer’s Manifesto is designed to open your eyes. Open your eyes to the possibilities

AT&T Mobile Solutions · especially for cash-strapped government agencies. Many of these organizations, however, have discovered the benefits of mobile resource solutions that let

AT&T Mobile Solutions · especially for cash-strapped government agencies. Many of these organizations, however, have discovered the benefits of mobile resource solutions that let

A Marketer’s Guide to A Marketer’s Guide To SEM Marketing ... › wp-content › uploads › 2018 › 08 › A-… · A Marketer’s Guide to SEM Marketing A Marketer’s Guide

A Marketer’s Guide to A Marketer’s Guide To SEM Marketing ... › wp-content › uploads › 2018 › 08 › A-… · A Marketer’s Guide to SEM Marketing A Marketer’s Guide

Introduction to computerstamj/2016/203F/... · –Pentium and Celeron (bargain basement entry level): •Very old low end chips •Unless you [re cash strapped avoid computers with

Introduction to computerstamj/2016/203F/... · –Pentium and Celeron (bargain basement entry level): •Very old low end chips •Unless you [re cash strapped avoid computers with

Sample chapter - Augsburg Fortress (c. 1096–1164), ... art. 1, compiled by Rainaldo da Piperno ... also a useful means of financial support for a cash-strapped

Sample chapter - Augsburg Fortress (c. 1096–1164), ... art. 1, compiled by Rainaldo da Piperno ... also a useful means of financial support for a cash-strapped

Digital Marketing Tips For Time-Strapped Startups

Digital Marketing Tips For Time-Strapped Startups

THE MARKETER’s GUIDE TO COMPETITIVE INTELLIGENCE · 2 THE MARKETER’s GUIDE TO COMpETITIVE INTEllIGENCE ... 9 THE MARKETER’s GUIDE TO COMpETITIVE INTEllIGENCE ... ...

THE MARKETER’s GUIDE TO COMPETITIVE INTELLIGENCE · 2 THE MARKETER’s GUIDE TO COMpETITIVE INTEllIGENCE ... 9 THE MARKETER’s GUIDE TO COMpETITIVE INTEllIGENCE ... ...

Social Media for Time-Strapped Entrepreneurs

Social Media for Time-Strapped Entrepreneurs

McKinsey_A marketer’s guide to behavioral

McKinsey_A marketer’s guide to behavioral

Harmful Animal Invaders – The Economic Realities · 2011-11-04 · Harmful Animal Invaders – The Economic Realities Cash-strapped federal, state and local agencies, as well as

Harmful Animal Invaders – The Economic Realities · 2011-11-04 · Harmful Animal Invaders – The Economic Realities Cash-strapped federal, state and local agencies, as well as

Marketer’s Digest № 26 (май 2012)

Marketer’s Digest № 26 (май 2012)