learn from the past live in the present plan for the future

WELCOME TO

A step by step process on how to make SEO the most efficient channel in your organisation

Enterprise level SEOstrategy and its execution

ABOUT THE SPEAKER.

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Magdalena SikoraMC Marketing ManagerIn heart- SEO Specialist

I’ve worked with companies like• Avis • AutoTrader• Expedia• TripAdvisor

I currently work on a full time basis @NewLook.com

SEO becomes more and more challenging:

- Google Updates- Problems with tracking- Competitiveness increase

ENOUGH TO KEEP US AWAKE AT NIGHT!

WHY THIS SUBJECT?

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The below is a step by step process and methodology behind SEO strategy. It is especially helpful when you deal with seasonal searches.

SEO WORK PROCESS

sDiscover

4Build the Plan

oDeploy

7Grow & Measure

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3Create

Keyword Universe

sSTEP ONE

DISCOVER

ORGANISE A SESSION WITH YOUR SEO AGENCY no one in the company will know us much as they do!

1. LEARN ABOUT THE PAST.

06DISCOVER

MEET WITH TEAMS AND ASK THEM RELEVANT QUESTIONS Which product is the best seller? Which product is most important from business perspective- highest

margins, best conversion? Which product needs to sell

2. LEARN ABOUT THE PRODUCT YOU SELL (!)

07DISCOVER

3STEP TWO

Keywords Universe are all possible terms relevant to your site that bring or could bring a quality traffic to your website

ORGANISE: BUILD KEYWORD UNIVERSE

1. GATHER ALL RELEVANT TERMS.

09BUILDING KEYWORDS UNIVERSE

LIST ALL TERMS THAT CURRENTLY BRING TRAFFIC Omniture, Google Analytics Internal searches on your site

DISCOVER NEW KEYWORDS Use free tools: Google KW Adwords, PAID: Wordtracker,

Hitwise Research your competitors sites

GATHER THE FINDINGS FROM YOUR ‘DSCOVERY’ PROCESS

2. TAG EVERY TERM.

10BUILDING KEYWORDS UNIVERSE

BY ‘CATEGORY’ (main themes on your site) clothing: dresses, outwear, accessories, shoes travel: hotels, flights, holidays

BY KEYWORD PATTERN, travel: hotels in {destination}, {destination} hotels, 4-star

hotels in {destination}

BY TYPE- GENERIC, SEASONAL, IMPORTANCE

3. CREATE THE FINAL FILE.

11BUILDING KEYWORDS UNIVERSE

SAVE IT AND NEVER OVERWRITE THIS FILE- THAT’S YOUR BENCHMARK (!)

4STEP THREE

It is all about maximising the potential knowing that we all have limited resources

BUILD THE PLAN

CREATE YOUR SEO ACTION PLAN

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“COATS” category strategyWe start working on a term at least 4 months before the search peak starts!

You can create it on a category or keywords level.Since we all have limited resources we focus all our activities based on seasonal approach

MAYON- PAGE OPTIMISATION

OCTEND OF LINK BUILDING!

CREATE A STRATEGY

JULSTART OFLINK BUILDING

SEPBEGINNING OFSEARCH PEAK

DECTHE END OFSEARCH PEAK

YOU WON’T ACHIEVE YOUR GOALS ALONE!MERGE YOUR PLAN WITH ALL OTHER TEAMS AND THEIR CALENDARS

14CREATE A STARTEGY

“COATS” category strategyWe start working on a term at least 4 months before the search peak starts!

MAYON- PAGE OPTIMISATION

OCTEND OF LINK BUILDING!

JULSTART OFLINK BUILDING

SEPBEGINNING OFSEARCH PEAK

DECTHE END OFSEARCH PEAK

PR

PPCIF WE ARE NOT HIGH FOR SEO YET

SOCIALSTART OF ACTIVITIES

SOCIALEND OF ACTIVITIES

CHOOSE YOUR KEYWORDS

15CREATE A STRATEGY

• Search volumes• Competiveness of the term• Who currently ranks? Am I relevant enough?• Will it be in stock in 3 month time?• Current conversion• Profit margins?

When choosing terms take also other factors in to account (not only seasonality):

oSTEP FOUR

DEPLOYMENT AND WORKING WITH TEAMS

1. INTRODUCE SEO AGENCY TO ALL DEPARTMENTSAND TREAT THEM AS YOUR INTERNAL TEAM

17DEPLOY

• Share everything you can!• Meet at least once a week!• Inform about crucial

business decision that might affect them/ their work

• Sign them up to all relevant internal distribution lists- it will speed things up (!)

• Give them access to your internal tools (Omniture etc.)

Keep them as a part of your business - you have the same goal!

2. SEO AND SOCIAL ARE BETTER TOGETHER.

18DEPLOY

• Organise meetings on a monthly basis with both SEO agency and social teams

• Review campaigns together each month and agree which social campaigns could be supported by SEO activities

• Social teams are usually less tech savvy- suggest to support them (advise on measurement tools etc.)

• Run brainstorm meetings on at least quarterly basis

4. SEO AND PPC ARE ALSO BETTER TOGETHER.

19DEPLOY

You both have the same goal- increase website’s visibility in SERP.

They should not be pitted against one another in competition, but each one should be recognised that they have strengths when trying to achieve a common goal.

These strengths should be utilised to their fullest and intelligence (keywords and usability) from PPC should be fed back into the SEO campaign.

This holistic approach to search engine marketing should ensure that you are getting the most from both your SEO and PPC campaigns, rather than treating them as completely isolated marketing channels.

3. ORGANISE INTERNAL SEO TRAININGS!

20DEPLOY

Make others excited about SEO (Yes, you can!:)

Run these trainings individually with each team as each team has different focus and repeated it every 6 months (teams change):

Teach them how to use keywords tool!

Explain what is meta title, description etc.

CONTENTYou can help them increase mentions!You can share our bloggers contact detils!You can help them to increase bloggers outreach!

SOCIALYou will make sure that your PRs are fully optmised, so send them over!

You will help to make them popular online, so they are seen by the right audience!

PR TEAM

7STEP FIVE

MEASURE

1. MEASURE YOUR RANKINGS

22MEASURE

• Check your Keyword Universe rankings at least twice a month

• Check your quarterly targeted terms twice a week

• Monitor competitors at least on a monthly basis(!)

2.1. BE AWARE OF THE HEADWINDS

23MEASURE

Chrome v.25 went fully live in Jan (with encrypted for all possible searches).In April, Chrome v.26 was launched with encrypted searches fully rolled out

2.2. BE AWARE OF THE HEADWINDS

24MEASURE

New Apple iOS6 as well as Android 4+ completely strip away the referring source, as a result:

• You not only not seeing keywords that bring you this traffic, but

• Organic search and all the search traffic is being bucketed as Direct site traffic (!)

bNEXT

Any questions?

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