Презентація Андрія Старука з SEO-конференції Collaborator, що відбулася 10 травня 2024 року.
Тези доповіді:
1. SEO модель: Detect, Protect & Grow
2. Що таке SEO платформа, і чим відрізняється від звичайних SEO tools
3. Технічне SEO, контент чи беклінки?
4. Hard skills чи Soft skills?
Відео доповіді дивіться на Youtube-каналі Collaborator
Про спікера:
Head of SEO в Iglu Cruise — найбільшому круїзному агенстві Великої Британії. Свій перший вебсайт створив в 2007 році. Працює з enterprise та ecommerce вебсайтами у більш ніж 10-ти країнах. Випускник бізнес школи.
Андрій Старук. SEO для великих вебсайтів на ринку UK
1. https://starukh.com
The Landscape of
Enterprise SEO in the UK
Leveraging the 'Detect, Protect, Grow' Model
for Strategic Resilience in SEO
Andriy Starukh
Head of SEO
Iglu Cruise
For a Non-UK Audience
2. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
⚙Created my first website back in 2007
Business School Graduate in:
France , Poland & China (On-campus)
About Me
Product Owner for client website development on
Joomla and WordPress. Later Full Stack Dev.
Founder & CEO of a boutique Ecommerce SEO
agency
SEO Manager/Head of SEO at the UK's largest
independent cruise & ski agency
2018-
2024
2013-
2018
2009-
2013
Enterprise SEO Consultant
🔧Tech background
📍Location: London
3. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Agenda
1. Midsize Enterprise Websites and Market Overview
2. SEO Model: Detect, Protect, & Grow
3. Enterprise SEO Solutions: Platforms vs. Tools
4. Tech SEO, Content, or Backlinks?
5. Skill Sets Unpacked: Hard Skills vs. Soft Skills
6. Inside the UK SEO Community
7. Interactive Q&A
7. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
SEO model: Detect, Protect & Grow
Detect
Protect
Grow
Detect
Learn, watch, analyse and understand your rivals as well
as your own resources. Underestimation or overestimation
can lead to a potential or real loss to the business.
Protect
Once you know what's going around, Protect what you
already have. Losing current rankings can cost the business
millions.
Grow
Avoid zero-sum games. Find the areas where you can get
actual gains in both mid- and long term perspective.
Source: https://starukh.com/
8. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Importance of DETECT → PROTECT
*Even slight decline in Visibility can cost the business millions
9. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Protect what you have
then expand
Think of it as a game of Risk.
The board has 6 continents (=> SERP).
With each of the players (with SEO tools & Teams)
trying to capture territories (=>rankings).
All results determined by random dice rolls (=>
Google's Search Algorithm).
15. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
LINKS are always important
Importance of Technical and
Content factors are
determined by the site size.
Tech SEO, Content or Backlinks?
Source: Mark Williams-Cook and Anthony Palomarez
16. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
AIDA model
Attention
Interest
Desire
Action
What is it?
I like it.
I want it.
I’m getting it.
AIDA model
Source: HubSpot
18. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
7 Steps of the SEO Ladder in the UK
1. SEO Intern / Assistant
2. SEO Executive / Analyst
3. Senior SEO Executive
4. SEO Manager (in-house) / SEO Director (agency)
5. Senior SEO Manager (in-house) / Senior SEO Director (agency)
6. Head of SEO
7. VP of Search (Vice President)
23. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
*Salary bands (US) before Tax
red → hard skills
blue → soft skills
*SEO Salaries in the UK are, on average, 25-50% lower than those in the US
Source: Tom Critchlow
24. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Inside the UK SEO Community
Brighton SEO
https://brightonseo.com/
Conferences
Re:commerce by Re:signal
https://resignal.com/ecommerc
e-seo-conference/
London SEO meetup by Blue Array
https://londonseomeetup.com/
Meetups
Search London
https://searchldn.com/
Search ‘n Stuff
https://searchnstuff.co.uk/
Search Norwich
https://www.searchnorwich.org/
26. #EnterpriseSEO
#InternationalSEO Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Who to follow in the UK?
Mark Williams-Cook
https://www.linkedin.com/in/markseo/
Fery Kaszoni
https://www.linkedin.com/in/ferenczkaszoni/
Daniel Foley Carter
https://www.linkedin.com/in/daniel-foley-assertive/