Cicada selling-seo

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The document discusses search engine optimization (SEO) and provides an overview of how to effectively implement an SEO strategy. It outlines the key steps as understanding the client's business, auditing their website to identify gaps, prioritizing opportunities, implementing changes, measuring results, and iterating the process. The document emphasizes that SEO requires a team approach involving both technical and strategic expertise to properly understand goals, make improvements, and track outcomes.

Negócios

@nedwells

Selling SEO
Ned Wells, Cicada

April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

April 2013
2 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

We want to be
#1 on Google.

Can you help?

http://www.ﬂickr.com/photos/smithsonian/5493933573/sizes/l/in/photostream/

April 2013
3 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

The 3 mysteries
of SEO
1.  What is it?
2.  How do you do it?
3.  Who should do it?

http://www.ﬂickr.com/photos/ﬂoridamemory/8141802945/sizes/l/in/photostream/

April 2013
4 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

What is SEO?

Making websites:
•  Easier to ﬁnd
•  Easier to use
•  Easier to measure

http://www.ﬂickr.com/photos/library_of_congress/2178331373/sizes/o/in/photostream/

April 2013
5 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

What is SEO?

SEO is an outcome of
good digital marketing
http://www.portent.com/blog/seo/wtf-is-seo.htm

April 2013
6 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO? 4.  Go around
again!

1.  Understand
the client’s 3.  Measure how
business eﬀective the
‘stuﬀ’ was

2.  Do some
‘stuﬀ’

April 2013
7 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

•  Business objectives
•  Products / services
•  Competitors
•  Current marketing
1.  Understand activities

the client’s •  What’s the website for?
business •  How do you measure it?
•  Customer personas
•  Target keywords

April 2013
8 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO?

1.  Understand
the client’s
business

2.  Audit the
website,
April 2013
identify gaps
9 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

2. Audit and gap analysis

1.  Finding the website
2.  Using the website
3.  Competitor review
4.  Social landscape
5.  On-page tech audit

April 2013
10 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO?

1.  Understand
the client’s
business

3.  Prioritise

2.  Audit the
website,
April 2013
identify gaps
11 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

3. Prioritise
PRIORITY: A FUNCTION OF URGENCY AND IMPACT

Urgency
Action Eﬀort / cost Priority
required
H M L
Impact

Build custom 404 page 1 day 4

H 1 2 3 Set up goal and funnel on
checkout
4 hours 1

Basic on-page SEO 30 mins per page 2
M 2 3 4 Set up Google Authorship 4 hours 2

L 3 4 5 …….

……..

April 2013
12 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO?

1.  Understand
the client’s
business 4.  Implement

3.  Prioritise

2.  Audit the
website,
April 2013
identify gaps
13 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

4. Implementation

Priority Date / Instigated Area Task Task description
rev by name

Status: In testing Completed Web agency awaiting response

Action web agency Action SEO agency Action client

April 2013
14 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO?
5.  Measure
1.  Understand
the client’s
business 4.  Implement

3.  Prioritise

2.  Audit the
website,
April 2013
identify gaps
15 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

5. Measuring

•  Reach Status Description

•  Act RED
Needs immediate
attention

•  Convert AMBER
Status concerning, but
actions are underway
•  Engage Status is good, no action
GREEN
required
Hat tip: smartinsights.com

April 2013
16 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

April 2013
17 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

How do you do SEO? 6.  Go around
again!

5.  Measure
1.  Understand
the client’s
business 4.  Implement

3.  Prioritise

2.  Audit the
website,
April 2013
identify gaps
18 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

Who should do SEO?
Technical SEO
Copywriters
PR
UX
Strategic marketing

Analytics
Social
Planning and managing

April 2013
19 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

SEO needs a team
approach

• Client team
• Strategist
• Functional experts

April 2013
20 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

Take away…
1.  “We want to rank better” =
warning signal

2.  Turn it around: discuss the
client’s business goals

3.  Talk the client’s language

4.  Give them the ‘wide’ view of SEO

5.  Show prospects a process

they can understand,
control and measure

April 2013
21 © Copyright 2013 Cicada Online Ltd. All rights reserved

@nedwells

Thank you.
Ned Wells
ned@cicada-online.com
@nedwells
+44 7813 894 341

cicada-online.com

April 2013 www.cicada-online.com
© Copyright 2013 Cicada Online Ltd. All rights reserved

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4. @nedwells The 3 mysteries of SEO 1.  What is it? 2.  How do you do it? 3.  Who should do it? http://www.ﬂickr.com/photos/ﬂoridamemory/8141802945/sizes/l/in/photostream/ April 2013 4 © Copyright 2013 Cicada Online Ltd. All rights reserved

5. @nedwells What is SEO? Making websites: •  Easier to ﬁnd •  Easier to use •  Easier to measure http://www.ﬂickr.com/photos/library_of_congress/2178331373/sizes/o/in/photostream/ April 2013 5 © Copyright 2013 Cicada Online Ltd. All rights reserved

7. @nedwells How do you do SEO? 4.  Go around again! 1.  Understand the client’s 3.  Measure how business effective the ‘stuff’ was 2.  Do some ‘stuff’ April 2013 7 © Copyright 2013 Cicada Online Ltd. All rights reserved

8. @nedwells •  Business objectives •  Products / services •  Competitors •  Current marketing 1.  Understand activities the client’s •  What’s the website for? business •  How do you measure it? •  Customer personas •  Target keywords April 2013 8 © Copyright 2013 Cicada Online Ltd. All rights reserved

10. @nedwells 2. Audit and gap analysis 1.  Finding the website 2.  Using the website 3.  Competitor review 4.  Social landscape 5.  On-page tech audit April 2013 10 © Copyright 2013 Cicada Online Ltd. All rights reserved

12. @nedwells 3. Prioritise PRIORITY: A FUNCTION OF URGENCY AND IMPACT Urgency Action Eﬀort / cost Priority required H M L Impact Build custom 404 page 1 day 4 H 1 2 3 Set up goal and funnel on checkout 4 hours 1 Basic on-page SEO 30 mins per page 2 M 2 3 4 Set up Google Authorship 4 hours 2 L 3 4 5 ……. …….. April 2013 12 © Copyright 2013 Cicada Online Ltd. All rights reserved

13. @nedwells How do you do SEO? 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 13 © Copyright 2013 Cicada Online Ltd. All rights reserved

14. @nedwells 4. Implementation Priority Date / Instigated Area Task Task description rev by name Status: In testing Completed Web agency awaiting response Action web agency Action SEO agency Action client April 2013 14 © Copyright 2013 Cicada Online Ltd. All rights reserved

15. @nedwells How do you do SEO? 5.  Measure 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 15 © Copyright 2013 Cicada Online Ltd. All rights reserved

16. @nedwells 5. Measuring •  Reach Status Description •  Act RED Needs immediate attention •  Convert AMBER Status concerning, but actions are underway •  Engage Status is good, no action GREEN required Hat tip: smartinsights.com April 2013 16 © Copyright 2013 Cicada Online Ltd. All rights reserved

18. @nedwells How do you do SEO? 6.  Go around again! 5.  Measure 1.  Understand the client’s business 4.  Implement 3.  Prioritise 2.  Audit the website, April 2013 identify gaps 18 © Copyright 2013 Cicada Online Ltd. All rights reserved

21. @nedwells Take away… 1.  “We want to rank better” = warning signal 2.  Turn it around: discuss the client’s business goals 3.  Talk the client’s language 4.  Give them the ‘wide’ view of SEO 5.  Show prospects a process they can understand, control and measure April 2013 21 © Copyright 2013 Cicada Online Ltd. All rights reserved

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