DeepCrawl's Darren Konskier teams up with SEMrush to explain how to lay the foundations of SEO. Great SEO means demonstrating value. Darren breaks down how to speak constructively with those around you, build your credibility by setting clear objectives, and use actionable data to make positive changes. You will also learn about examples of SEO disasters, get some tips on identifying problems in site architecture, and be introduced to the theory of marginal gains. This webinar includes a live Q&A session with the audience. Watch it here: https://www.deepcrawl.com/knowledge/webinars/laying-the-foundations-of-seo/

1. Laying the foundations of SEO

2. About us
Founded in 2010 by 3 SEOs who were working on a large site migration
Grown to over 500 clients in 45 countries worldwide
We believe in building solid digital foundations. And we believe this leads to
great SEO performance
Head up the Commercial Team, helping Search teams worldwide get the most
out of our tool

3. What we do
DeepCrawl is a cloud based Web Crawler
Built to be a low cost, high impact application. We want to be achievable for
every budget
Our reports help build a rich visualisation of your architecture and report on
the health of all of your pages
Optimise your website for the good of the user and search engines

4. “Improve the web by providing data that helps
people make their web presence accessible,
relevant and effective.”
@DeepCrawl

5. @DeepCrawl
Today’s Agenda
• Speaking to the business (10 mins)
• Building credibility (10 mins)
• Actionable Data (10 mins)
• Questions

6. Speaking to the business
@DeepCrawl

7. @DeepCrawl
Educate
Set expectations
Get everyone to listen

8. SEO is essential to your business
@DeepCrawl

9. but most people in your business don’t
understand what it is or why it’s important
@DeepCrawl

10. Perception
Immediately be at the top of search resultsWave a magic wand

11. Reality
Multiple stakeholders involved Hundreds of small continuous improvements

12. So how can you change these perceptions?
@DeepCrawl

13. Meet with key people in the business and
understand their objectives
@DeepCrawl

14. Be upfront with expectations
@DeepCrawl

15. Everyone has Issues!

17. But opportunity abounds for improvements
@DeepCrawl

18. Things won’t change overnight

19. The secret ingredient to get their attention……
FEAR!!
@DeepCrawl

23. Building credibility
@DeepCrawl

24. @DeepCrawl
The Audit
Your priority
Quick win with Dev

25. For a thorough checklist:
Moz 2015 Technical Audit
https://moz.com/blog/technical-site-audit-for-2015

26. Include as much data as possible
@DeepCrawl

27. Combine with Google Analytics Crawl your Sitemaps

28. Look for some quick wins
@DeepCrawl

29. because you know what is going to work
@DeepCrawl

30. and how quickly changes can take affect
@DeepCrawl

31. Don’t treat the site as a whole

32. Try to identify problem areas

33. Indexability and Accesibility

34. Crawl space

35. Indexable space

36. Do what you can before asking for Dev time
@DeepCrawl

37. Control Accessibility

38. Test, test, test!

39. When you first ask for help from Dev
@DeepCrawl

40. make their job as easy as possible
@DeepCrawl

41. Indexability

42. Don’t just show the problem

43. Give the solution

44. Actionable Data
@DeepCrawl

45. @DeepCrawl
Help other stakeholders
Maintain momentum
Business Goals

46. Reality
Multiple stakeholders involved Hundreds of small continuous improvements

47. Show other teams where opportunities are
@DeepCrawl

48. give them solutions, not just problems
@DeepCrawl

49. Content Strategy

50. Content Strategy

51. Social Profile

52. Social Profile

53. Visualise site architecture for Functionality

54. Slow pages affecting Usability

55. Slow pages affecting Usability

56. Now you have multiple stakeholders on board
@DeepCrawl

57. you are ready to make a comprehensive Dev list
@DeepCrawl

58. The journey has only just begun
@DeepCrawl

59. you need to help maintain momentum
@DeepCrawl

60. and ensure real change happens
@DeepCrawl

61. Track progress

62. Consistently monitor performance

63. Build a cache of your website over time

64. Thank you for your time
https://www.deepcrawl.com
@DeepCrawl