The document discusses search engine optimization (SEO) and is a presentation by Ian Miller, a search director at a digital marketing agency. Some key points from the presentation include:
- SEO is about ensuring a website can be found and understood by search engines to improve organic search rankings and drive more qualified traffic to a site.
- SEO requires an understanding of on-page optimization techniques like keyword research, content creation, internal linking, as well as off-page factors like link building.
- SEO is measurable in terms of traffic, rankings, leads and sales, but also requires constant effort as search algorithms evolve. Effective SEO takes an ongoing, multifaceted approach.
2. @millerian
⢠Ian Miller, Search Director at Crafted Media
⢠Full service digital agency of 40+ specialists
⢠Team of 15 across all search disciplines
⢠Responsible for increasing visitors, & converting them
⢠Wide range of clients across B2B & B2C industries
12. Ensures the website can be found,
and understood, by search engines
Improves how the site is perceived as an
authority within its niche
Helps guide a user to the intended response
in a positive way
13. Give a man a fish and
heâll eat for a day
Teach a man to fish and
heâll eat every day
14. Give a man a fish and
heâll eat for a day
Teach a man to fish and
heâll eat every day
SEO is much like fishing
23. Write for users, not a product manager
More is better
Maximise all collateral
Get a copywriter, or become one
What pages to you need?
What pages is a visitor expecting to find?
33. ⢠Partners and clients
⢠Suppliers
⢠Charity and sponsorships
⢠Staff
⢠Social profiles
⢠Groups and associations
⢠Events
34. ⢠Resource lists
⢠Niche directories
⢠Case studies
⢠Reviews and competitions
⢠Top XX lists
⢠Adverts
⢠Brand mentions: âmy companyâ âsite:mycompany.com
35. ⢠E.g. Education links
⢠Do a talk
⢠Careers fair
⢠Internships and placements
⢠Job boards
⢠Publications
⢠Student unions
36.
37. ⢠Natural
⢠In built authority
⢠Anchor text distribution
⢠Repeat links
⢠Make it interesting for the recipient
⢠Can snowball
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43. ⢠Learn Google Webmaster Tools -
http://crftd.md/gwmtintro
⢠Online graders
⢠http://www.woorank.com
⢠http://marketing.grader.com
⢠Try and break your own site
⢠Internal and external linking
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49. ⢠Register social profiles http://knowem.com/
⢠Schedule things is youâre time poor
http://bufferapp.com/
⢠Monitor http://sproutsocial.com
⢠Authenticity is key
⢠Everything takes time, is that bandwagon worth it?
⢠Itâs a perfect introduction, develop meaningful
relationships
50.
51. âI know only
half of my
advertising
works.
The problem
is, I donât know
which half.â
52. ⢠Define success per stakeholder
⢠Execute, evaluate, enhance
⢠Document everything
⢠Analytics notes
⢠Reward (and risk) is cumulative
⢠People > Process > Technology