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
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