dan conway seo-analysis
Post on 11-Apr-2017
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SEO AnalysisDan Conway
Search engines have two major functions:Crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant.
Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web.
Challenge 1:Low number of quality inbound links
Challenge 2 & 3:Content not set out to be SEO optimizedNo keyword strategy
SEO ExampleKeywords in URLNo sub headingsNo use of inbound linksNo Anchor text / hyperlinksNo call to actionNot rich in mediaNo use of images (Great SEO opportunity) No use of keywords in first and last paragraph
Better ExampleNo sub headings 10 Inbound links usedAnchor text usedCall to action at top and bottomRich in media Use of images (Great SEO opportunity) Keywords in first and last paragraphTags used
Challenge 4: Distribution & Consistency Limited number of audience channels: website, newsroom, Facebook and TwitterFew social channels (Facebook / twitter)Small social reachApproximately one piece of content per day published Need more
Challenge 5: ContentNo SEO strategy for attracting new membersVery little content that would initially appeal to non-membersGeneral quality of content is flat lacking edge
Solution / VisionInformative, and inspiring resource that attracts new people
Create content that inspires viral sharing and natural linking
All content fully SEO optimised - to attract new peopleHOW?
Solution 1: Implement a keyword strategy Create inspiring content based on specific search terms we want to target, and rank higher for in search engines.
Good keyword research will reveal to us the problems people want answers for We need to answer those problems with inspiring and informative content
Inspiring and informative content will naturally attract good quality links
Ultimately resulting in: An increase in domain and page authorityHigher rankings in search results
Solution 2: All content produced to be SEO optimized
CTAOpportunity to capture audience data
Solution 3: Improving execution & distribution Maximise your blog; make it a valuable, informative, and entertaining resource.
This content and link building strategy is so popular and valuable that it's one of the few recommended personally by the engineers at Google.
Blogs have the unique ability to contribute fresh material on a consistent basis.
Increase Distribution:Grow email databaseGrow SMS databaseIntroduce podcastsPost more on UK NewsroomGrow a Journalist databaseGrow all social channels
Increase Social Post Frequency
Increase Blog Post Frequency
If you weren't a particularly religious person, or a member of the church, which of these articles would appeal to you?
What successful ideas Could we adapt?
Choose your own ending journey of someone considering attending a church service for the first time
Daily piece of advice from long time married couples
SEO: No overnight results
Executing a new strategyGrowing new channelsIncreasing old channelsGaining new links
Consistent, long term project
Patience & persistence will yield results
SummaryImplement a keyword strategy to attract new membersAll content to be fully optimised for SEOIncrease our reach through introducing more marketing channelsProvide the answers people need through inspiring contentTrack & measure