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What makes a good SEO strategy? - DigitalZone 2017

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Understanding what makes a good strategy is key to winning in any competitive environment. This presentation showcases one of the greatest military case studies, the battle of Cannae in 216 BC. After that, it introduces Richard Rumelt’s framework for a good strategy and then deconstructs Hannibal’s victory using this.

Finally, the kernel of a strategy, with its 3 main components - diagnosis, policy, and actions - is applied to the SEO environment.

Veröffentlicht in: Marketing
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What makes a good SEO strategy? - DigitalZone 2017

  1. 1. Cosmin Negrescu, @ncosmin - Founder & CEO of @seomonitor What makes a good SEO strategy? #digitalzone
  2. 2. @seomonitor What strategy is not • Our strategy is to be the low-cost provider • We are pursuing a global strategy • The company strategy is to integrate a set of regional acquisitions • Our strategy is to provide unrivalled customer service • Our strategic intent is to always be the first mover Consider these statements from well respected companies
  3. 3. @seomonitor What strategy is not • Goals • Tactics • Objectives • Descriptions None are actually strategies. They represent: But not strategies. They can be components of an overall strategy.
  4. 4. @seomonitor What strategy is not
  5. 5. @seomonitor The beginning of strategy as a concept
  6. 6. @seomonitor The beginning of strategy as a concept
  7. 7. @seomonitor The beginning of strategy as a concept
  8. 8. @seomonitor What strategy is “A specific way of winning” Challenging Competition Problem solving High stakes
  9. 9. @seomonitor The kernel of Strategy
  10. 10. @seomonitor The kernel of Strategy Diagnosis
  11. 11. @seomonitor The kernel of Strategy Diagnosis is about having a very realistic understanding of the battlefield. It’s about constantly asking “What is going on?”
  12. 12. @seomonitor The kernel of Strategy Hannibal had a few insights • He saw Romans’ reliance on infantry as weakness • He knew that Romans were arrogant and they would treat the upcoming fight superficially If he played his cards right he could use this against them too. With the Alps behind him, Hannibal took the field in front of the Trebia river.
  13. 13. @seomonitor The kernel of Strategy Insights is all about applying strengths to weaknesses
  14. 14. @seomonitor The kernel of Strategy Policy
  15. 15. @seomonitor The kernel of Strategy Policy A set of guiding principles that should offer a framework for overcoming obstacles and harvesting opportunities. The goal for these policies is to guide the actions of the team.
  16. 16. @seomonitor The kernel of Strategy Action
  17. 17. @seomonitor The kernel of Strategy Action A good strategy is judged on its actions. Built on top of the guiding principles, the action plan should help put everything into perspective. The actions a good strategy puts forward should also be coordinated to offer a bigger punch.
  18. 18. @seomonitor The kernel of Strategy
  19. 19. @seomonitor SEO strategy So is strategy necessary for an SEO campaign?
  20. 20. @seomonitor Back to the definition “A specific way of winning” Challenging Competition Problem solving High stakes
  21. 21. @seomonitor Battles you can’t win: keywords where Google is the final destination now
  22. 22. @seomonitor Battles you can’t win: keywords representing brands of other websites Initialview Firstscroll
  23. 23. @seomonitor Battles you can’t win: keywords you can’t rank on… yet Initialview Firstscroll
  24. 24. @seomonitor Keywords where you don’t match your content with the user’s intent
  25. 25. @seomonitor Remember to constantly ask the most important question “What is going on here?”
  26. 26. @seomonitor Mobile search penetration
  27. 27. @seomonitor Accelerated Mobile PagesInitialview Firstscroll Secondscroll
  28. 28. @seomonitor The featured snippet
  29. 29. @seomonitor Understand your website’s performance trend
  30. 30. @seomonitor And what’s behind it
  31. 31. @seomonitor Don’t be naive and let yourself fooled by the dataAnkara Sisli,Istanbul
  32. 32. @seomonitor Don’t be naive and let yourself fooled by the data
  33. 33. @seomonitor And keep in mind that keywords form topics, and you always fight for a topic
  34. 34. @seomonitor We focused a lot on the Diagnosis and gathering insights, but remember that a good strategy is judged on its actions. Execution closes the loop and gets you the victory
  35. 35. @seomonitor 1. Only choose the keywords you can conquer and target them with laser-sharp focus. 2. Understand your website’s performance and what’s behind it. 3. Anticipate trends and find new tactics that others ignore. Staying one step ahead of them gives you leverage. So always ask “What’s going on here?” and…
  36. 36. @seomonitor More about Strategy
  37. 37. Thank you! Cosmin Negrescu, @ncosmin - Founder & CEO of @seomonitor

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