cicada selling-seo

April 2013

© Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

Selling SEO

April 2013

Ned Wells, Cicada

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We want to be #1 on Google. Can you help?

http://www.flickr.com/photos/smithsonian/5493933573/sizes/l/in/photostream/

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http://www.flickr.com/photos/floridamemory/8141802945/sizes/l/in/photostream/

1.  What is it?

2.  How do you do it?

3.  Who should do it?

The 3 mysteries of SEO

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What is SEO?

http://www.flickr.com/photos/library_of_congress/2178331373/sizes/o/in/photostream/

Making websites:

•  Easier to find

•  Easier to use

•  Easier to measure

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What is SEO?

SEO is an outcome of good digital marketing

http://www.portent.com/blog/seo/wtf-is-seo.htm

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How do you do SEO?

1. Understand the client’s business

2. Do some ‘stuff’

4. Go around again!

3. Measure how effective the ‘stuff’ was

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•  Business objectives

•  Products / services

•  Competitors

•  Current marketing activities

•  What’s the website for?

•  How do you measure it?

•  Customer personas

•  Target keywords

1.  Understand the client’s business

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How do you do SEO?


2.  Audit the website, identify gaps

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2. Audit and gap analysis

1.  Finding the website

2.  Using the website

3.  Competitor review

4.  Social landscape

5.  On-page tech audit

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How do you do SEO?



3.  Prioritise

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3. Prioritise

Urgency

Impa

ct H M L

H 1 2 3

M 2 3 4

L 3 4 5

PRIORITY: A FUNCTION OF URGENCY AND IMPACT

Action Effort / cost required

Priority

Build custom 404 page 1 day 4

Set up goal and funnel on checkout

4 hours 1

Basic on-page SEO 30 mins per page 2

Set up Google Authorship 4 hours 2

…….

……..

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How do you do SEO?



3.  Prioritise

4.  Implement

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4. Implementation

Priority Date / rev

Instigated by

Area Task name

Task description

In testing Completed

Action web agency

Web agency awaiting response

Action SEO agency Action client

Status:

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How do you do SEO?


5. Measure


3.  Prioritise

4.  Implement

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Status Description

Needs immediate attention

Status concerning, but actions are underway

Status is good, no action required

5. Measuring

Hat tip: smartinsights.com

•  Reach •  Act •  Convert •  Engage

RED

AMBER

GREEN

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How do you do SEO?


5. Measure

6.  Go around again!


3.  Prioritise

4.  Implement

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Technical SEO

Who should do SEO?

Planning and managing

Copywriters

PR UX

Strategic marketing

Analytics Social

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SEO needs a team approach

• Client team • Strategist • Functional experts

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Take away…

1.  “We want to rank better” = warning signal

2.  Turn it around: discuss the client’s business goals

3.  Talk the client’s language

4.  Give them the ‘wide’ view of SEO

5.  Show prospects a process

they can understand, control and measure

April 2013


@nedwells

www.cicada-online.com

Thank you.

Ned Wells [email protected] @nedwells +44 7813 894 341 cicada-online.com