what is seo best practice in 2013?
DESCRIPTION
Is SEO best practice always about white hat vs black hat? NO! It is about making sure we give the client what they require. In 2013 it is very clear that clients want 3 things: results (obviously) accountability, and education. This presentation covers some points on all 3.TRANSCRIPT
2012 Best European Search Agency1
What is SEO Best Practice in 2013?
If you have a client logo insert into this position on
master slide for all
2012 Best European Search Agency2
2012 Best European Search Agency3
Please avoid this debate…
…we will be here for weeks!
2012 Best European Search Agency4
Let’s focus on what clients want!
Results• Related to real ROI• In line with forecasts
Accountability• What is the client
getting for their money?
• Often time consuming
Education• SEO is a new channel• Lots of client
stakeholders have to get involved
2012 Best European Search Agency5
Why is forecasting important?How can I do it?
1st 2nd 3rd
4th 5th 6th 7th 8th 9th 10th
“android tablet”: 60,500 searches / month (USA)
Good forecast
Good chance
of result
Good relations
Repeat business
2012 Best European Search Agency6
Never Report using Excel again!
Analyse & Interpret Data
Collect & Sort Data
2012 Best European Search Agency7
Real ROI isn’t proven by visits alone
+Defined goals•Attribution across media channels, revenue driven by each channel, “big data”
+Webmaster tools•How Google views your site, explain major changes in traffic numbers from SEO
Normal Google Analytics•We can describe how visibility in natural search is affecting traffic to the website
2012 Best European Search Agency8
Task management will help us teach clients SEO
Collate possible changes & prioritise
Decide what to push to client
Stores all tasks & communicates to
client
Implements following
instructions
Closes tasks or issues reminders
Client DevPFX SEO
2012 Best European Search Agency9
Structured Data
Centrally available
Can be filteres by client, market or business type
Status reports made simple using GDocs
2012 Best European Search Agency10
Other agencies are starting to dominate SEO education… how are we going to approach this?
Indexation
Links Distribution
Content
2012 Best European Search Agency11
Put yourself in the client’s place
Build up client
contactsPrioritise!
Understand client dev.
cycle