Alina Ghost’s Brighton SEO takeaways: - Categorisation helps customers find product & increases rankings via internal linking - Prioritisation means knowing what you want to achieve, seeing the big picture and making use of pages that already rank - Enabilisation is all about working collaboratively with your teams to achieve great SEO success

1. Alina Ghost
Tesco PLC
Managing SEO in a Complex Business
@MrsAlinaGhost

2. @MrsAlinaGhost
5 Years
3 Retailers
1st
Talk
✓ 5 Years
✓ 3 Retailers
✓ 1st Talk

3. @MrsAlinaGhost

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2.
Prioritisation
3.
Enablisation
1.
Categorisation

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1.
Categorisation

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Categorisation 1

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Categorisation 2

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Categorisation 3

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?

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THIS WAY

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2.
Prioritisation

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Know your Business Objective

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2.1
Prioritise for SEO

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Dog Beds: 60k
Pet Supplies: 5k
Dog Supplies: 1k

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Don’t Look at Pages in Isolation

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Find Pages that Rank

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Build Your Doorway

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3.
Enablisation
(Enabling)

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Relationship Building

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Consultation

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Training

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Repetition

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Access to Tools
Access to Tools

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Processes

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2.
Prioritisation
3.
Enablisation
1.
Categorisation

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Thank you