How to Provide Cheap(Not Nasty) SEO
Matt Fielding
@MattFieldingSEO
“I felt exactly how you would feel if you were getting ready to launch and knew you were
sitting on top of two million parts - all built by the lowest bidder on a government contract.”
NASA astronaut John Glenn
Respect your website enough not to hand control
to the lowest bidder
“Most businesses pay between
$2,500 and $5,000for a monthly retainer.”
http://searchenginewatch.com/article/2267471/How-Much-Should-You-Spend-on-SEO-Services
ROI:CHEAP ≠ NASTYSCALABILITY?
SIMPLICITY IS KEY
campingandcaravanningclub.co.uk
First things first;
Manage Expectations
Realistic expectations
• Realistic ROI model• Improve year-on-year revenue• Conservative % increase• Positive return relative to profit margins• Work towards agreed targets
Rankings and traffic are indicators of progress, not measures of success.
Tangible KPIs
E-commerce client – local print service provider
Revenue from organic search
+92%year-on-year
Do you need more traffic?
Do you need more traffic?
If your traffic doesn’tCONVERT
increasing trafficis not an efficient way to increase
revenue
Do you need more traffic?Cost-effective CRO options:
Optimizely £12 p.m. free trial available
VWO $49 p.m. free trial available
Crazy Egg From $9 p.m. free trial available
Do you need more traffic?
CRO tips:
unbounce.com/blog/
conversionxl.com/blog/
visualwebsiteoptimizer.com/split-testing-blog/
Onsite SEO
Basic SEO issues:• Sitemap•404 errors
Onsite SEO
PageSpeedInsights
Cost = £0
Schema
•Microdata/structured data• Joint project by major search
engines (Google, Bing)• Communication of data
Schema
Schema
Cost = £0
Link Building
Leverage existing assets for links
Leverage existing assets for links
Images
http://themeld.co.uk/image-link-building/
Leverage existing assets for links
Information
http://www.physioroom.com/news/english_premier_league/epl_injury_table.php
Leverage existing assets for links
Othermarketingactivity
More cheap (not nasty) link building
Blogging – nasty:
• Low-quality content• Loosely-related• Written to increase # of indexed pages
More cheap (not nasty) link building
Blogging – nasty:
• Low-quality content• Loosely-related• Written to increase # of indexed pages• Copy of other people’s posts
More cheap (not nasty) link building
Blogging – cheap:
More cheap (not nasty) link building
Blogging – cheap:• High-quality content
More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts
More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts• Genuine expertise
More cheap (not nasty) link building
Blogging – cheap:• High-quality content• In-depth• Break down longer articles into multiple posts• Genuine expertise• Shareable – prove it through promotion
More cheap (not nasty) link building
Blogging – cheap:• Promotion is key
More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight
More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight• Discovered through longtail search• Quality posts attract links
More cheap (not nasty) link building
Blogging – cheap:• Promotion is key• Won’t build 100s of links overnight• Discovered through longtail search• Quality posts attract links• Leverage internal links to commercial pages
More cheap (not nasty) link building
• Blogging – cheap:
http://www.mattfieldingseo.co.uk/improve-ctr-with-magnetic-meta-descriptions/
More cheap (not nasty) link building
• Blogging – cheap:
http://www.mattfieldingseo.co.uk/improve-ctr-with-magnetic-meta-descriptions/
More cheap (not nasty) link building
• Blogging – cheap:
More cheap (not nasty) link building
• Blogging – cheap:
Good thingshappen when you
blog…
Good thingshappen when you
blog……well
Cyrus Shepard - http://moz.com/blog/bad-linkbait-needs-to-die
“You can turn any unique knowledge into a linkable asset
without shooting a video or adding fancy graphics”
Matt Fielding – Brighton SEO
“You can turn any expert knowledge into a linkable asset
without shooting a video or adding fancy graphics”
Thanks!@mattfieldingseo | @custardmedia
mattfieldingseo.co.ukcustard.co.uk
