introduction to seo - cim presentation - ian miller seo

Download Introduction to SEO - CIM presentation - Ian Miller SEO

Post on 20-May-2015




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Talk given to over 80 CIM delegates as an introduction to SEO and internet marketing.


  • 1. Search Engine Optimisation

2. @millerian 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 3. Measurable Traffic Keywords Enquires Sales Effective Incremental Harder than you think Constantly evolving 4. Ensures the website can be found,and understood, by search engines Improves how the site is perceived as an authority within its nicheHelps guide a user to the intended response in a positive way 5. Give a man a fish and hell eat for a dayTeach a man to fish andhell eat every day 6. Give a man a fish and hell eat for a dayTeach a man to fish andhell eat every daySEO is much like fishing 7. SEO can have an image problem 8. What SEO hat doyou wear?WhiteorBlack 9. Do the right thing 10. Do the right thingWould you tell your mum? 11. Write for users, not a product managerMore is better Maximise all collateralGet a copywriter, or become one What pages to you need?What pages is a visitor expecting to find? 12. Who do you trust? 13. Create a Content Strategy 14. 1 23 15. Editorial strategy spreadsheet Keyword mapping spreadsheet 16. Wordle 17. Foundation of the web 18. Partners and clients Suppliers Charity and sponsorships Staff Social profiles Groups and associations Events 19. Resource lists Niche directories Case studies Reviews and competitions Top XX lists Adverts Brand mentions: my company 20. E.g. Education links Do a talk Careers fair Internships and placements Job boards Publications Student unions 21. Natural In built authority Anchor text distribution Repeat links Make it interesting for the recipient Can snowball 22. Learn Google Webmaster Tools - Online graders Try and break your own site Internal and external linking 23. Register social profiles Schedule things is youre time poor Monitor Authenticity is key Everything takes time, is that bandwagon worth it? Its a perfect introduction, develop meaningfulrelationships 24. I know onlyhalf of myadvertising works.The problemis, I dont knowwhich half. 25. Define success per stakeholder Execute, evaluate, enhance Document everything Analytics notes Reward (and risk) is cumulative People > Process > Technology 26. Product Organisation Author Analytics (not provided) Cookie law Fragmented search 27. ContentLinksArchitectureStrategySocial 28. 29.