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 SEO strategy and its execution ID: 129343
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Slide1Slide2
l
earn from
the past
live
in the present
plan
for the futureSlide3
WELCOME
TOA step by step process on how to make SEO the most efficient channel
in your
organisation
Enterprise level SEO
strategy and its executionSlide4
ABOUT THE SPEAKER.
02
Magdalena Sikora
MC
Marketing Manager
I
n
heart- SEO Specialist
I’ve worked
with companies
like
Avis
AutoTrader
Expedia
TripAdvisor
I currently work
on a full time basis @NewLook.comSlide5
SEO becomes more and more challenging:
Google UpdatesProblems with trackingCompetitiveness increase
ENOUGH TO KEEP US AWAKE AT NIGHT!
WHY THIS SUBJECT?
03Slide6
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
s
Discover
4
Build the Plan
o
Deploy
7
Grow &
Measure
04
3
Create
Keyword UniverseSlide7
s
STEP ONE
DISCOVERSlide8
ORGANISE A SESSION WITH YOUR SEO AGENCY
no one in the company will know us much as they do!1. LEARN ABOUT THE PAST.
06
DISCOVERSlide9
MEET
WITH TEAMS AND ASK THEM RELEVANT QUESTIONSWhich 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 (!)
07
DISCOVERSlide10
3
STEP 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 UNIVERSESlide11
1
. GATHER ALL RELEVANT TERMS.09
BUILDING 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’ PROCESSSlide12
2. TAG EVERY TERM.
10
BUILDING 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, IMPORTANCESlide13
3. CREATE THE FINAL FILE.
11
BUILDING KEYWORDS UNIVERSE
SAVE IT AND NEVER OVERWRITE THIS FILE- THAT’S YOUR BENCHMARK (!)Slide14
4
STEP THREE
I
t is all about
maximising
the potential knowing that we all have limited resources
BUILD THE PLANSlide15
CREATE YOUR SEO ACTION PLAN
13
“COATS” category strategy
We 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
MAY
ON- PAGE OPTIMISATION
OCT
END OF
LINK BUILDING!
CREATE A STRATEGY
JUL
START
OF
LINK BUILDING
SEP
BEGINNING OF
SEARCH PEAK
DEC
THE END OF
SEARCH PEAKSlide16
YOU WON’T ACHIEVE YOUR GOALS ALONE!
MERGE YOUR PLAN WITH ALL OTHER TEAMS AND THEIR CALENDARS14
CREATE A STARTEGY
“COATS” category strategy
We start working on a term at least 4 months before the search peak starts!
MAY
ON- PAGE OPTIMISATION
OCT
END OF
LINK BUILDING!
JUL
START
OF
LINK BUILDING
SEP
BEGINNING OF
SEARCH PEAK
DEC
THE END OF
SEARCH PEAK
PR
PPC
I
F WE ARE NOT HIGH
FOR SEO YET
SOCIAL
START OF
ACTIVITIES
SOCIAL
END OF
ACTIVITIESSlide17
CHOOSE YOUR KEYWORDS
15
CREATE 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):Slide18
o
STEP FOUR
DEPLOYMENT AND WORKING WITH TEAMSSlide19
1.
INTRODUCE SEO AGENCY TO ALL DEPARTMENTSAND TREAT THEM AS YOUR INTERNAL TEAM17
DEPLOY
S
hare 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!Slide20
2. SEO AND SOCIAL ARE BETTER TOGETHER.
18
DEPLOY
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 basisSlide21
4. SEO AND PPC ARE ALSO BETTER TOGETHER.
19
DEPLOY
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. Slide22
3. ORGANISE INTERNAL SEO TRAININGS!
20
DEPLOY
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.
CONTENT
You can help them increase mentions!
You can share our bloggers contact detils!
You can help them to increase bloggers outreach!
SOCIAL
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!
PR TEAMSlide23
7
STEP FIVE
MEASURESlide24
1
. MEASURE YOUR RANKINGS22
MEASURE
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(!) Slide25
2.1. BE AWARE OF THE HEADWINDS
23
MEASURE
Chrome
v.25
went fully live in Jan (with encrypted for all possible searches
).
I
n April, Chrome v.26 was launched with encrypted searches fully rolled outSlide26
2.2. BE AWARE OF THE HEADWINDS
24
MEASURE
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
O
rganic
search
and
all
the search traffic is being bucketed as Direct site traffic (!) Slide27
b
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