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l earn from the past live in the present plan for the future

l earn from the past live in the present plan for the future. WELCOME TO. Enterprise level SEO strategy and its execution. A step by step process on how to make SEO the most efficient channel in your organisation. 02. ABOUT THE SPEAKER. I’ve worked with companies like Avis

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l earn from the past live in the present plan for the future

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

  2. WELCOME TO Enterprise level SEO strategy and its execution A step by step process on how to make SEO the most efficient channel in your organisation

  3. 02 ABOUT THE SPEAKER. • I’ve worked with companies like • Avis • AutoTrader • Expedia • TripAdvisor • I currently work on a full time basis @NewLook.com Magdalena Sikora MC Marketing Manager In heart- SEO Specialist

  4. 03 WHY THIS SUBJECT? • SEO becomes more and more challenging: • Google Updates • Problems with tracking • Competitiveness increase • ENOUGH TO KEEP US AWAKE AT NIGHT!

  5. 04 SEO WORK PROCESS The below is a step by step process and methodology behind SEO strategy. It is especially helpful when you deal with seasonal searches. o s 4 3 7 Discover Deploy Build the Plan Grow & Measure Create Keyword Universe

  6. s STEP ONE DISCOVER

  7. 06 DISCOVER 1. LEARN ABOUT THE PAST. • ORGANISE A SESSION WITH YOUR SEO AGENCY • no one in the company will know us much as they do!

  8. 07 DISCOVER 2. LEARN ABOUT THE PRODUCT YOU SELL (!) • 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

  9. 3 STEP TWO ORGANISE: BUILD KEYWORD UNIVERSE Keywords Universe are all possible terms relevant to your site that bring or could bring a quality traffic to your website

  10. 09 BUILDING KEYWORDS UNIVERSE 1. GATHER ALL RELEVANT TERMS. • 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

  11. 10 BUILDING KEYWORDS UNIVERSE 2. TAG EVERY TERM. • 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

  12. 11 BUILDING KEYWORDS UNIVERSE 3. CREATE THE FINAL FILE. SAVE IT AND NEVER OVERWRITE THIS FILE- THAT’S YOUR BENCHMARK (!)

  13. 4 STEP THREE BUILD THE PLAN It is all about maximising the potential knowing that we all have limited resources

  14. 13 CREATE A STRATEGY CREATE YOUR SEO ACTION PLAN 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 MAY ON- PAGE OPTIMISATION JUL STARTOF LINK BUILDING SEP BEGINNING OF SEARCH PEAK DEC THE END OFSEARCH PEAK OCT END OF LINK BUILDING! We start working on a term at least 4 months before the search peak starts! “COATS” category strategy

  15. 14 CREATE A STARTEGY YOU WON’T ACHIEVE YOUR GOALS ALONE! MERGE YOUR PLAN WITH ALL OTHER TEAMS AND THEIR CALENDARS SOCIAL START OF ACTIVITIES SOCIAL END OF ACTIVITIES PR MAY ON- PAGE OPTIMISATION JUL STARTOF LINK BUILDING SEP BEGINNING OF SEARCH PEAK DEC THE END OFSEARCH PEAK OCT END OF LINK BUILDING! We start working on a term at least 4 months before the search peak starts! “COATS” category strategy PPC IF WE ARE NOT HIGH FOR SEO YET

  16. 15 CREATE A STRATEGY CHOOSE YOUR KEYWORDS When choosing terms take also other factors in to account (not only seasonality): • 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?

  17. o STEP FOUR DEPLOYMENT AND WORKING WITH TEAMS

  18. 17 DEPLOY 1. INTRODUCE SEO AGENCY TO ALL DEPARTMENTS AND TREAT THEM AS YOUR INTERNAL TEAM • 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 (Omnitureetc.) • Keep them as a part of your business - you have the same goal!

  19. 18 DEPLOY 2. SEO AND SOCIAL ARE BETTER TOGETHER. • 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

  20. 19 DEPLOY 4. SEO AND PPC ARE ALSO BETTER TOGETHER. 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.

  21. 20 DEPLOY 3. ORGANISE INTERNAL SEO TRAININGS! 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): SOCIAL PR TEAM CONTENT Teach them how to use keywords tool! Explain what is meta title, description etc. You can help them increase mentions!You can share our bloggers contact detils! You can help them to increase bloggers outreach! You 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!

  22. 7 STEP FIVE MEASURE

  23. 22 MEASURE 1. MEASURE YOUR RANKINGS • 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(!)

  24. 23 MEASURE 2.1. BE AWARE OF THE HEADWINDS 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

  25. 24 MEASURE 2.2. BE AWARE OF THE HEADWINDS • 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(!)

  26. b NEXT Discussion Any questions?

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