Brighton seo charity roundtable

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Market watch: what's changing in the digital / SEO marketplace and how is this relevant to charities? Industry best practice: SEO processes & skills SEO insight and measurement, financial planning

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BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Charity and NGO roundtable
www.cicada-online.com11th April 2013

BrightonSEO charity roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Insight and measurement
Whatare the things that matter to a
charitable organisation, that can
or should be measured?
Howshould things be measured?
Frameworks, frequency,
ownership?
Timings: 4:45 to 4:55

BrightonSEO charity roundtable11th 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 roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Measuring
Timings: 4:45 to 4:55

BrightonSEO charity roundtable11th 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 roundtable11th 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 roundtable11th 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 roundtable11th 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: ned@cicada-online.com
T: 07813 894 341
For further information about Cicada Online
visit our website at www.cicada-online.com

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Brighton seo charity roundtable

2. BrightonSEO charity roundtable11th 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

3. BrightonSEO charity roundtable11th 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

4. BrightonSEO charity roundtable11th 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

5. BrightonSEO charity roundtable11th 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

6. BrightonSEO charity roundtable11th 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

7. BrightonSEO charity roundtable11th 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

8. BrightonSEO charity roundtable11th 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

9. BrightonSEO charity roundtable11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Insight and measurement Whatare the things that matter to a charitable organisation, that can or should be measured? Howshould things be measured? Frameworks, frequency, ownership? Timings: 4:45 to 4:55

10. BrightonSEO charity roundtable11th 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

12. BrightonSEO charity roundtable11th 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

13. BrightonSEO charity roundtable11th 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

14. BrightonSEO charity roundtable11th 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

15. BrightonSEO charity roundtable11th 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: ned@cicada-online.com T: 07813 894 341 For further information about Cicada Online visit our website at www.cicada-online.com

Brighton seo charity roundtable

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