how to deliver cheap (not nasty) seo - brighton seo 04/2014
DESCRIPTION
Full slide deck from my talk at BrightonSEO on 24th April 2014. Plenty of actionable advice on how to run a cheap SEO campaign without it becoming cheap and nasty, with proof that you don't need to break the bank to get results. This presentation also covers how to manage the expectations of your boss or SEO client when working with low budgets - while still providing ROI based on tangible KPIs.TRANSCRIPT
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