implementing seo as part of a complex marketing strategy - uk mail - vertical leap ecommerce expo...
DESCRIPTION
Harpinder Sohal (I Post Parcels) and Dave Colgate (Vertical Leap) Present Implementing SEO as part of a complex Marketing Strategy at the Ecommerce Expo in London on the 2nd of October 2014TRANSCRIPT
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Implementing SEO as part of a complex Marketing
Strategy Harpinder Sohal
Head of Online Marketing (UK Mail)
![Page 2: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/2.jpg)
Profile overview
• 10 years in Online Marketing/Digital/eCommerce • UK Mail since 2011 • ipostparcels.com – Pure play start-up (Sept 2011)
![Page 3: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/3.jpg)
Key takeaways…
![Page 4: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/4.jpg)
Key takeaways
• How to assess and implement changes to improve your SEO visibility.
• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
• How content is the key to expanding search visibility
![Page 5: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/5.jpg)
The beginning…
![Page 6: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/6.jpg)
Where we started
• Brand launch of ipostparcels.com in late 2011 • SEO campaign targeting a link building
strategy • Quantity vs. quality • Short and sharp progress • Google’s un-natural link profile warning in WMT
![Page 7: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/7.jpg)
Link building
![Page 8: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/8.jpg)
One Off SEO Work iPostParcels
KEYWORDS 35
PAGES FOR CONTENT & META 7
PAGES FOR META ONLY 5
INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250
BLOG INTEGRATION YES
PR SECTION YES
Monthly SEO Workflow
FREE DIRECTORY SUBMISSIONS 300
BLOGS X 250 WORDS 6
BLOGS PUBLISHED TO WEBSITE 6
SOCIAL BOOKMARKING SUBMISSIONS 120
ARTICLES X 300 WORDS 2
ARTICLE SUBMISSIONS (TOTAL) 100
PRESS RELEASES TO 100 PORTALS 2 then 1 alternate
PRESS RELEASES SUBMITTED TO SITE 2 then 1 alternate
NEW DIRECTORY SUBMISSIONS 15
GUARANTEED DIRECTORY SUBMISSIONS 8
FREE BUSINESS DIRECTORY SUBMISSIONS 15
THEMED LINKS (PR 0) 7
PR 1 LINKS 6
PR 2 LINKS 3
CONTEXTUAL BLOGS 3
PROFILE CREATIONS 1
The plan?
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Backlinks & referrals
![Page 10: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/10.jpg)
Backlinks & referrals
![Page 11: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/11.jpg)
Bad times…
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How we reacted
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All change
• SEO landscape turned upside down – Penguin (April 2012)
• Effect on keyword rankings • Change of agency (iProspect Manchester) • Change of SEO strategy • Matt Cutts blog on buying links
![Page 14: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/14.jpg)
A new plan
• Strategising SEO to customer (and Google!) needs with Vertical Leap
• Focus on unique, high quality & relevant content
![Page 15: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/15.jpg)
Content that is
genuinely sharable…
![Page 16: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/16.jpg)
Sprouts of success
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The way forward
• Strategizing SEO to customer (and Google!) needs with Vertical Leap
• Focus on unique, high quality & relevant content • Keywords are so last season! • Diversifying content strategy & engaging social
media • Integrating SEO into the Marketing mix e.g. PPC • Impact on search visibility
![Page 18: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/18.jpg)
On the up…
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Organic traffic growth
![Page 20: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/20.jpg)
Search visibility
![Page 21: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/21.jpg)
Search profile
![Page 22: Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo Presentation](https://reader036.vdocuments.net/reader036/viewer/2022081401/5564caebd8b42a565b8b5079/html5/thumbnails/22.jpg)
Where we are now
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Conclusion
• Identify specific activity that could be detrimental to SEO
• Diversify your content output & ensure its engaging
• Incorporate SEO into ALL your marketing channels • Content is still very much…
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questions
Harpinder Sohal
Dave Colgate
Head of Online Marketing @HarpsSohal
Search Specialist @SEODave