Introduction to SEO - CIM presentation - Ian Miller SEO

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Search Engine Optimisation

description

Talk given to over 80 CIM delegates as an introduction to SEO and internet marketing.

Transcript of Introduction to SEO - CIM presentation - Ian Miller SEO

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Search Engine Optimisation

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• Ian Miller, Search Director at Crafted Media

• Full service digital agency of 40+ specialists

• Team of 15 across all search disciplines

• Responsible for increasing visitors, & converting them

• Wide range of clients across B2B & B2C industries

@millerian

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• Measurable

• Traffic

• Keywords

• Enquires

• Sales

• Effective

• Incremental

• Harder than you think

• Constantly evolving

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Ensures the website can be found,

and understood, by search engines

Improves how the site is perceived as an

authority within its niche

Helps guide a user to the intended response

in a positive way

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Give a man a fish and

he’ll eat for a day

Teach a man to fish and

he’ll eat every day

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Give a man a fish and

he’ll eat for a day

Teach a man to fish and

he’ll eat every day

SEO is much like fishing

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SEO can have an image problem

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What SEO hat do you wear?

WhiteorBlack

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Do the right thing

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Do the right thing

Would you tell your mum?

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Write for users, not a product manager

More is better

Maximise all collateral

Get a copywriter, or become one

What pages to you need?

What pages is a visitor expecting to find?

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Who do you trust?

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Create a Content Strategy

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1 2

3

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• Editorial strategy spreadsheet

• Keyword mapping spreadsheet

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Wordle

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Foundation of the web

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• Partners and clients

• Suppliers

• Charity and sponsorships

• Staff

• Social profiles

• Groups and associations

• Events

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• Resource lists

• Niche directories

• Case studies

• Reviews and competitions

• Top XX lists

• Adverts

• Brand mentions: “my company” –site:mycompany.com

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• E.g. Education links

• Do a talk

• Careers fair

• Internships and placements

• Job boards

• Publications

• Student unions

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• Natural

• In built authority

• Anchor text distribution

• Repeat links

• Make it interesting for the recipient

• Can snowball

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• Learn Google Webmaster Tools -

http://crftd.md/gwmtintro

• Online graders

• http://www.woorank.com

• http://marketing.grader.com

• Try and break your own site

• Internal and external linking

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• Register social profiles http://knowem.com/

• Schedule things is you’re time poor

http://bufferapp.com/

• Monitor http://sproutsocial.com

• Authenticity is key

• Everything takes time, is that bandwagon worth it?

• It’s a perfect introduction, develop meaningful

relationships

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“I know only half of my advertising

works.

The problem is, I don’t know

which half.”

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• Define success per stakeholder

• Execute, evaluate, enhance

• Document everything

• Analytics notes

• Reward (and risk) is cumulative

• People > Process > Technology

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• Schema.org

• Product

• Organisation

• Author

• Analytics (not provided)

• Cookie law – http://crftd.md/lxCrX2

• Fragmented search

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Content

LinksArchitectureStrategySocial

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[email protected]

@millerian

www.craftedmedia.com

http://uk.linkedin.com/in/millerian

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• http://www.flickr.com/photos/st3f4n/

• http://www.flickr.com/photos/wokka/

• http://www.flickr.com/photos/robie06/

• http://gizmodo.com/5878987/its-official-google-is-evil-now

• http://www.flickr.com/photos/photonquantique/

• http://www.flickr.com/photos/massenpunkt/

• http://www.flickr.com/photos/bloomgal/

• http://www.flickr.com/photos/pixx0ne/

• http://www.flickr.com/photos/conorkeller/

• http://www.flickr.com/photos/bobjagendorf/

• http://www.flickr.com/photos/walkingsf/

• http://www.flickr.com/photos/walkingsf/

• http://www.flickr.com/photos/megpi/

• http://www.flickr.com/photos/massimo_riserbo/

• http://www.flickr.com/photos/realheightz/