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l earn from - PowerPoint Presentation

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Uploaded On 2015-09-15

l earn from - PPT Presentation

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

search seo keywords step seo search step keywords universe create building measure peak teams social terms deploy relevant start

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Slide1
Slide2

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

NEXT

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