SEM strategies for a non for profit. British Council. David Carralon

download SEM strategies for a non for profit. British Council. David Carralon

of 36

  • date post

    12-Nov-2014
  • Category

    Business

  • view

    2.431
  • download

    0

Embed Size (px)

description

British Council case study of Simple but effective SEO strategies that work on low cost. Highglights: the need for accessibility and the workarounds to this constraint, the focus on Pagerank distribution, identifying high value pages within a website and how niche directory link building and online PR can effectively leverage the value needed to achieve rankings on a high authority, trusted site.

Transcript of SEM strategies for a non for profit. British Council. David Carralon

  • 1. SEM at theBritish Council The UKs International network for cultural relations, education and arts www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon

2. Cultural relations for the twenty-first century 3.

  • Cultural relations is the building ofengagement and trust between people of different cultures through the exchange of knowledge and ideas

Cultural relations is about engagement and trust betweenpeople of different cultures 4. 5. What does the British Council do?

    • We promote cultural relations in:
      • Arts
      • Education
      • Science
      • Governance
      • English
    • And in two businesses
      • Teaching and Exams
      • Managing contracts

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon Click to return to contents 6. Challenges

  • Shrinking marketing budgets
  • Scarce staff resources
  • Increase pressure from government to raise income
  • Faster implementation
  • Technical constraints

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 7. The British Council Web Network 8. The Web network : 560 websites www.britishcouncil.org .org/greece .org/portugal Org/italy .org/spain .org/ireland .org/india .org/thailand .org/japan .org/burma .org/hongkong .org/singapore .org/brasil .org/france .org/chile .org/uruguay .org/mexico .org/venezuela .org/argentina .org/colombia .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/czechrepublic .org/poland .org/slovakia .org/hungary .org/sweden .org/russia Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project/Programme web sites Europe Asia LATAM MiddleEast East Europe & Russia 9. Project Websites 10. Technical SEO Issues 11. Domain name system Top Level Domain (TLD) .org+100 country websites Root level-based 12. Accessibility (Javascript-based navigation) 13. Technical problems www.britishcouncil.org|[email_address] | Twitter: @davidcarralon 14. Duplicate content 15. Editorial Content turns into duplicate content Content Source Oh la, lah, same content in in 80 diff. pages under the directory structure and without geotargetting via GWMTs 16. Indexation problems Click to return to contents Rusty, old CMS Localisation via IP addressesnot possible

  • Our servers are hosted in the UK
  • CDN Akamai uses US-based IP addresses, Swedish and German ones

Website Speed Performance issues 17. 404s 18. Solutions : Low cost SEO that works 19. The BrandOur brand is our strength 20. The BrandThe Brand brings SEO value 21. Alternative ways to distribute Pagerank 22. Ultimately you have to achieve the following www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 23. Link off the homepage www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 24. Try with low-hanging fruit link-building www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 25. Youll soon be ranking better www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 26. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 27. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 28. 29. British Council France case study 2005-06 Averagemonthly site visits:45,000 2004-05 Averagemonthly site visits:20,000

  • 2006-07
  • Averagemonthly site visits:
  • 60,000
  • 2007-08
  • Averagemonthly site visits:70,000
  • 2008-09
  • Averagemonthly site visits:95,000

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 30. Traffic growth matched by Exams registrations

  • website traffic forBritish Council France
  • Exams registrations: IELTS, Cambridge & BULATS exams

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 31. Spread the word about SEO within the organisation www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 32. Deliver Low cost Training

  • British Council SEO Guide
  • Step by Step Guides
  • SEO Videos
  • Webinars
  • Templates

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 33. Identifying and educating champions

  • A personal approach with the champions
  • Get a tool like Basecamp to set up basic SEO Project templates

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 34. Give credit to your colleagues www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 35. Summary

  • Accessibility is a must: Easy spidering of content = more indexation
  • Harness the potential of your Homepage (PageRank flow)
  • Identify other high link juice Internal pages and link to businesscritical pages on your site
  • Not enough to rank? Go and get easy links: eg: local directory links
  • Consider Online PR to complement the above
  • Find allies within your .org that can help you build the case for SEO and give credit!!

www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon 36. Cultural relations for the twenty-first century www.britishcouncil.org|david.carralon@britishcouncil.fr| Twitter: @davidcarralon