Search Engine Optimisation

• 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

• Measurable

• Traffic

• Keywords

• Enquires

• Sales

• Effective

• Incremental

• Harder than you think

• Constantly evolving

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

Give a man a fish and

he’ll eat for a day

Teach a man to fish and

he’ll eat every day

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

SEO can have an image problem

What SEO hat do you wear?

WhiteorBlack

Do the right thing

Do the right thing

Would you tell your mum?

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?

Who do you trust?

Create a Content Strategy

1 2

3

• Editorial strategy spreadsheet

• Keyword mapping spreadsheet

Wordle

Foundation of the web

• Partners and clients

• Suppliers

• Charity and sponsorships

• Staff

• Social profiles

• Groups and associations

• Events

• Resource lists

• Niche directories

• Case studies

• Reviews and competitions

• Top XX lists

• Adverts

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

• E.g. Education links

• Do a talk

• Careers fair

• Internships and placements

• Job boards

• Publications

• Student unions

• Natural

• In built authority

• Anchor text distribution

• Repeat links

• Make it interesting for the recipient

• Can snowball

• 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

• 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

“I know only half of my advertising

works.

The problem is, I don’t know

which half.”

• Define success per stakeholder

• Execute, evaluate, enhance

• Document everything

• Analytics notes

• Reward (and risk) is cumulative

• People > Process > Technology

• Schema.org

• Product

• Organisation

• Author

• Analytics (not provided)

• Cookie law – http://crftd.md/lxCrX2

• Fragmented search

Content

LinksArchitectureStrategySocial

ian.miller@craftedmedia.com

@millerian

www.craftedmedia.com

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

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