1.
seomcgarry #brightonSEO
BSEO Intro Slide
SEO Strategy c/o Gareth Southgate
My Football Inspired SEO
Target Setting Framework
Martin McGarry | SearchAssistance
slideshare.net/MartinMcGarry2
@seomcgarry

2.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
What's our current
LSI keyword density?
We need to
grow our DA
WTF! Are we number
one for snippets
A poor SEO somewhere in the world right now… The person they report to…
seomcgarry #brightonSEO

3.
seomcgarry #brightonSEO
“It Depends!”
seomcgarry #brightonSEO
I Know SEO
Optimisation

4.
seomcgarry #brightonSEO
“It Depends!”
seomcgarry #brightonSEO
It’s Just
SEO

5.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
No Structure =
No Boundaries

6.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
“It Depends!”
seomcgarry #brightonSEO

7.
seomcgarry #brightonSEO
And Then I Found
Inspiration

8.
seomcgarry #brightonSEO
In 1996…
Gareth Southgate
MISSED a Semi-Final
Penalty in Another
Major TOURNAMENT
Shoot Out

9.
seomcgarry #brightonSEO
They QUESTIONED &
they CRITICISED

10.
seomcgarry #brightonSEO
BUT He Backed Himself
To SUCCEED

11.
seomcgarry #brightonSEO
In 2006 He Became a
Club Manager Winning
No Titles
No Trophies
No Tournaments

12.
seomcgarry #brightonSEO
They QUESTIONED &
they CRITICISED

13.
seomcgarry #brightonSEO
BUT He Backed Himself
To SUCCEED

14.
seomcgarry #brightonSEO
In AUGUST 2013 He Was Appointed
ENGLAND U21 Manager
No Titles
No Trophies
No Tournaments

15.
seomcgarry #brightonSEO
They QUESTIONED &
they CRITICISED

16.
seomcgarry #brightonSEO
BUT He Backed Himself
To SUCCEED

17.
seomcgarry #brightonSEO
So why…
In September 2016
No Titles
No Trophies
No Tournaments
Why…
seomcgarry #brightonSEO

18.
seomcgarry #brightonSEO
…Why Was He Appointed To
SENIOR ENGLAND MANAGER?

19.
seomcgarry #brightonSEO
Because He Backed Himself
To SUCCEED

20.
seomcgarry #brightonSEO
Because
He Had
A PLAN
seomcgarry #brightonSEO

21.
seomcgarry #brightonSEO
This Was The Plan!

22.
seomcgarry #brightonSEO
Step 1: Be Competitive Again
The Minimum
Where You SHOULD Be

23.
seomcgarry #brightonSEO
That Means…
Stop Losing To Iceland

24.
seomcgarry #brightonSEO
Step 2: Tournament Finals
The Medium
Where You COULD Be

25.
seomcgarry #brightonSEO
That Means…
Semi-Finals & Finals

26.
seomcgarry #brightonSEO
Step 3: Win World Cup 2022
The Maximum
Where You Would Be

27.
seomcgarry #brightonSEO
That Means…
Being The Best

28.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
Where You SHOULD Be
Where You COULD Be
Where You WOULD Be

29.
seomcgarry #brightonSEO
Let’s Go Back To 2016…

30.
seomcgarry #brightonSEO
English FA:
“Can we compete
again Gareth?”
2016:

31.
seomcgarry #brightonSEO
2016:
Gareth Southgate:
“It depends…”

32.
seomcgarry #brightonSEO
2016:
English FA:
“Can we compete again Gareth?”
Gareth Southgate:
“That’s the plan!”

33.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
Where You SHOULD Be
Where You COULD Be
Where You WOULD Be
Year 1-2
Year 2-4
Year 4-6

34.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
seomcgarry #brightonSEO
In The Absence of a Plan

35.
seomcgarry #brightonSEO
2016: Day 1
“Are We No.1 Yet Gareth?”
seomcgarry #brightonSEO

36.
seomcgarry #brightonSEO
“ { } Off ”
seomcgarry #brightonSEO

37.
seomcgarry #brightonSEO
Without A Plan
There’s No Structure

38.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
No Structure =
No Boundaries

39.
seomcgarry #brightonSEO
So Every Single Day…
“Are we number one yet?”

40.
seomcgarry #brightonSEO
You Can’t Win The World Cup
On Day One Of Year One
seomcgarry #brightonSEO

41.
seomcgarry #brightonSEO
Cue Some Disgustingly
Tenuous Shoe Horns

42.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
SEO is Not a Channel
It’s a Football Project
seomcgarry #brightonSEO

43.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
SEO is Not a Channel
It’s a Football Project
seomcgarry #brightonSEO

44.
seomcgarry #brightonSEO
seomcgarry #brightonSEO
This Is My Plan
“Thanks Gareth”

45.
seomcgarry #brightonSEO
Step 1: Be Competitive
The Minimum
Where You SHOULD Be
6-12mths

46.
seomcgarry #brightonSEO
That Means…
Fix The Crap
What’s Holding You Back?

47.
seomcgarry #brightonSEO
Step 2: Target Success
The Medium
Where You COULD Be
1-2yrs

48.
seomcgarry #brightonSEO
That Means…
Get In The Mix
What Does Success Look Like?

49.
seomcgarry #brightonSEO
Step 3: Be Number 1
The Maximum
Where You WOULD Be
2-3yrs

50.
seomcgarry #brightonSEO
And Celebrating That Win
That Means…
Being The Best

51.
seomcgarry #brightonSEO
More Disgustingly
Tenuous Shoe Horns

52.
seomcgarry #brightonSEO
Football = SEO

53.
seomcgarry #brightonSEO
Tournament = Serps

54.
seomcgarry #brightonSEO
Team = Website

55.
seomcgarry #brightonSEO
Players = Pages

56.
seomcgarry #brightonSEO
In Game = On Page

57.
seomcgarry #brightonSEO
These Project
Components
Are All Measurable
seomcgarry #brightonSEO

58.
seomcgarry #brightonSEO
I Measure and Report The
Most Accepted Metrics

59.
seomcgarry #brightonSEO
ACCEPTED
Board Trust
Senior Buy-in
Peer Acknowledged

60.
seomcgarry #brightonSEO
Tournament = Serps

61.
seomcgarry #brightonSEO
Tournament = Serps
- Visibility Score -

62.
seomcgarry #brightonSEO
Team = Website

63.
seomcgarry #brightonSEO
Team = Website
- Site Health -

64.
seomcgarry #brightonSEO
Players = Pages

65.
seomcgarry #brightonSEO
Players = Pages
- Traffic -

66.
seomcgarry #brightonSEO
In Game = On Page

67.
seomcgarry #brightonSEO
In Game : On Page
- AET -

68.
seomcgarry #brightonSEO
Sounds Basic?
So What, Standard Metrics!

69.
seomcgarry #brightonSEO
It’s Not What You Report
It’s How You Do It
seomcgarry #brightonSEO

70.
seomcgarry #brightonSEO
Report Where You Are Heading
Not Where You Are

71.
seomcgarry #brightonSEO
Serps: Top 30 Visibility
Site: 60% Site Health
Pages: 100 Clicks Per Page
On Page: 1min AET
Step 1: 6-12 Months
seomcgarry #brightonSEO

72.
seomcgarry #brightonSEO
Serps: Top 10 Visibility
Site: 90% Site Health
Pages: 250 Clicks Per Page
On Page: 1.5min AET
Step 2: 1-2 Years
seomcgarry #brightonSEO

73.
seomcgarry #brightonSEO
Serps: No.1 Visibility
Site: 100% Site Health
Pages: 500 Clicks Per Page
On Page: 3min AET
Step 3: 2-3 Years
seomcgarry #brightonSEO

74.
seomcgarry #brightonSEO
Timeline, Targets…

75.
seomcgarry #brightonSEO
Timeline, Targets… Tasks

76.
seomcgarry #brightonSEO
Target Your Tasks Around
The Things You’re Measuring

77.
seomcgarry #brightonSEO
Where Can We Improve Visibility?

78.
seomcgarry #brightonSEO
Where Can We Improve Visibility?
Task: A Topical Link Campaign

79.
seomcgarry #brightonSEO
Where Can We Improve Site Health?

80.
seomcgarry #brightonSEO
Task: Fix Those # Tech Issues
Where Can We Improve Site Health?

81.
seomcgarry #brightonSEO
Where Can We Increase Traffic?

82.
seomcgarry #brightonSEO
Task: New Title Tags For Clicks
Where Can We Increase Traffic?

83.
seomcgarry #brightonSEO
Where Can We Grow AET?

84.
seomcgarry #brightonSEO
Task: Improved Subtitles
Where Can We Grow AET?

85.
seomcgarry #brightonSEO
Timeline, Targets… Tasks

86.
seomcgarry #brightonSEO
“Are we number one yet?”

87.
seomcgarry #brightonSEO
No, But This Is The Plan To Get There!”

88.
seomcgarry #brightonSEO
Serps:
Top 30 Visibility
Task: Q1-2 Link Campaign
Task 2…
Task 3…
Task 4…
Site:
60% Site Health
Task: Fix # Issues
Task 2…
Pages:
100 Clicks Per Page
Task: New Title Tags
Task 2...
On Page:
1min AET
Task: Improve Subtitles
Task 2…
6-12mths Where You Should Be 1-2yrs Where You Could Be 2-3yrs Where You Would Be
Serps:
Top 10 Visibility
Task: Internal Links Project
Task 2…
Task 3…
Task 4…
Site:
90% Site Health
Task: Fix ## Issues
Task 2…
Pages:
250 Clicks Per Page
Task: Content Refresh
Task 2…
On Page:
1.5min AET
Task: UX Audit & Actions
Task 2…
Serps:
No. 1 Visibility
Task: Brand PR Campaign
Task 2…
Task 3…
Task 4…
Site:
100% Site Health
Task: Fix ### Issues
Task 2…
Pages:
500 Clicks Per Page
Task: CMS Implementation
Task 2…
On Page:
3min AET
Task: Interactive Tool
Task 2…

89.
seomcgarry #brightonSEO
If You Need A Plan…
Email: martin@searchassistance.co.uk
PS… Of Course I’m Building a Football Site
StatsChecker.com