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Search Engine Optimisation
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• Ian Miller, Search Director at Crafted Media
• Full service digital agency of 40+ specialists
• Team of 15 across all search disciplines
• Responsible for increasing visitors, & converting them
• Wide range of clients across B2B & B2C industries
@millerian
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• Measurable
• Traffic
• Keywords
• Enquires
• Sales
• Effective
• Incremental
• Harder than you think
• Constantly evolving
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Ensures the website can be found,
and understood, by search engines
Improves how the site is perceived as an
authority within its niche
Helps guide a user to the intended response
in a positive way
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Give a man a fish and
he’ll eat for a day
Teach a man to fish and
he’ll eat every day
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Give a man a fish and
he’ll eat for a day
Teach a man to fish and
he’ll eat every day
SEO is much like fishing
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SEO can have an image problem
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What SEO hat do you wear?
WhiteorBlack
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Do the right thing
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Do the right thing
Would you tell your mum?
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Write for users, not a product manager
More is better
Maximise all collateral
Get a copywriter, or become one
What pages to you need?
What pages is a visitor expecting to find?
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Who do you trust?
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Create a Content Strategy
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1 2
3
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• Editorial strategy spreadsheet
• Keyword mapping spreadsheet
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Wordle
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Foundation of the web
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• Partners and clients
• Suppliers
• Charity and sponsorships
• Staff
• Social profiles
• Groups and associations
• Events
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• Resource lists
• Niche directories
• Case studies
• Reviews and competitions
• Top XX lists
• Adverts
• Brand mentions: “my company” –site:mycompany.com
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• E.g. Education links
• Do a talk
• Careers fair
• Internships and placements
• Job boards
• Publications
• Student unions
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• Natural
• In built authority
• Anchor text distribution
• Repeat links
• Make it interesting for the recipient
• Can snowball
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• Learn Google Webmaster Tools -
http://crftd.md/gwmtintro
• Online graders
• http://www.woorank.com
• http://marketing.grader.com
• Try and break your own site
• Internal and external linking
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• Register social profiles http://knowem.com/
• Schedule things is you’re time poor
http://bufferapp.com/
• Monitor http://sproutsocial.com
• Authenticity is key
• Everything takes time, is that bandwagon worth it?
• It’s a perfect introduction, develop meaningful
relationships
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“I know only half of my advertising
works.
The problem is, I don’t know
which half.”
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• Define success per stakeholder
• Execute, evaluate, enhance
• Document everything
• Analytics notes
• Reward (and risk) is cumulative
• People > Process > Technology
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• Schema.org
• Product
• Organisation
• Author
• Analytics (not provided)
• Cookie law – http://crftd.md/lxCrX2
• Fragmented search
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Content
LinksArchitectureStrategySocial
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• http://www.flickr.com/photos/st3f4n/
• http://www.flickr.com/photos/wokka/
• http://www.flickr.com/photos/robie06/
• http://gizmodo.com/5878987/its-official-google-is-evil-now
• http://www.flickr.com/photos/photonquantique/
• http://www.flickr.com/photos/massenpunkt/
• http://www.flickr.com/photos/bloomgal/
• http://www.flickr.com/photos/pixx0ne/
• http://www.flickr.com/photos/conorkeller/
• http://www.flickr.com/photos/bobjagendorf/
• http://www.flickr.com/photos/walkingsf/
• http://www.flickr.com/photos/walkingsf/
• http://www.flickr.com/photos/megpi/
• http://www.flickr.com/photos/massimo_riserbo/
• http://www.flickr.com/photos/realheightz/