BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Charity and NGO roundtable
www.cicada-online.com 11th April 2013
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Coming up… Item Timings
Arrival, coffee, introductions 4:00 to 4:15
Discussion
Your aims for today’s session 4:15
Market watch 4:25
Industry best practice 4:35
Insight and measurement 4:45
Financial planning 4:55
Key resources and allocation 5:05
Close, coffee, networking 5:15 to 5:30
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Your aims for todays sessions
1 thing you’d like to get out of this afternoon’s discussion?
Timings: 4:15 to 4:25
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
“Market watch”
What's changing in the digital / SEO marketplace and how is this relevant to charities?
• Google algorithm
• Proliferation of software tools: for research, insight, and analysis
• Social media developments Timings: 4:25 to 4:35
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Industry best practice
• Processes ~ best way to 'do' SEO?
• Response to algorithmic changes ~ Impact of Panda & Penguin and other changes to Google: has SEO got harder?
• Skills ~ the breadth of skills required, touch-points with marketing, communications, PR, web development
Timings: 4:35 to 4:45
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
How we work ~ process overview
2. Review website performance
1. Define the website’s purpose
• Strategic objectives
• Digital objectives
• Digital metrics
• Outline business case
• Finding your site
• Using your site
• Competitor review
• Social media profile
• Technical on-page SEO
• Recommendations and planning
3. Optimise website conversions
Set the strategic context Improve website performance
4. Optimise rankings and traffic
PLAN
DO
CHECK
ACT
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
The SEO improvement process
Meeting - Review progress - Agree changes
Implement - Cicada - Agency - Client
Let the changes ‘bed in’
Measure, analyse & report
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Dealing with Panda & Penguin
It’s all about creating great content, and then promoting it
THEME Framework
T tribe
H hook
E engaging piece of content
M marketing
E evaluate
Reference: Internet Marketing Podcast / Sitevisibility.com
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Insight and measurement
What are the things that matter to a charitable organisation, that can or should be measured?
How should things be measured? Frameworks, frequency, ownership?
Timings: 4:45 to 4:55
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Status Description
Needs immediate attention
Status concerning, but actions are underway
Status is good, no action required
Measuring
Hat tip: smartinsights.com
• Reach • Act • Convert • Engage
RED
AMBER
GREEN
Timings: 4:45 to 4:55
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Measuring
Timings: 4:45 to 4:55
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Financial planning
How do you / should you go about setting: • marketing / digital objectives
• budgets to achieve those objectives
• measure and assess progress / value for money / ROI
• What processes are there for controlling digital spend and keeping within budget?
Timings: 4:55 to 5:05
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Key resources and allocation
Budgets • covered earlier? • agency spend
Client time • working / liaising with
and between agencies
• planning and strategy
• reporting and analysis
• social media
• content development
Timings: 5:05 to 5:15
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
Coffee, close, networking
Did you get what you needed from this afternoon’s discussion?
Timings: 5:15 to 5:30
BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved
www.cicada-online.com
Thank you.
Ned Wells Director Cicada Online Ltd Hamilton House 1B Howard Street Oxford OX4 3AY E: [email protected] T: 07813 894 341 For further information about Cicada Online visit our website at www.cicada-online.com
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