SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022

@SophieBrannon #brightonSEO
Head of SEO at Absolute
Digital Media
Hi!
About Lazy SEO strategy really
pisses me off
6+ years in SEO

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Contents
WhereTheF**KDoI EvenStart? WhatTo Know
BeforeYouEven
LookAtAWebsite
HowTheAudienceFunnelCanInfluence
YourStrategy
Competitors&
YourStrategy
Thinking
OutsideTheBox
Covering
TheBasics
Prioritisation Ongoing
Evaluation

Where the
F**K Do I
Even Start?

Core Business Objectives
Increased
Online Visibility
Increased
Organic Traffic
Increased
Enquiries
Increased
Revenue
Increased
Transactions

Never Just Assume...

E-Commerce Vs.
Branding
Not every e-Commerce website
wants to prominently sell online.
Sometimes, they want something
different from their SEO.

Not All Transactions Are
‘Valuable’

What Does ‘Success’
Mean To You?

Target Market
W H O A R E T H E C U S T O M E R S Y O U W A N T T O C AT E R T O ?
What are their profiles
and visual personas?
Target Market 01
Visualise the people who
will turn to you for solutions.
Target Market 02

Audience Funnel
Awareness
Interest
Desire
Action

Audience Funnel
Awareness
Interest
Consideration
Evaluation
Engagement
Action
Loyalty

An average B2B buyer’s
journey involves 13
pieces of content

Consider
all of the
touchpoints
along the user
journey

Copying competitorsis not a
good ‘strategy’
But finding the gaps can
be.

Competitor Gaps
Are your competitors capturing
areas of the market that you
want to appear?

Discovering how your
target market couldbe
findingyour competitors
can help them to find
you instead
S E M R U S H K E Y W O R D G A P T O O L

Competitor Gaps
Are your competitors gaining
links from publications that you
want to see your brand in?

Is your competitor’s link velocity
higher?
A H R E F S D O M A I N C O M P A R I S O N

But Don’t Just Rely On
Tools

“”
But I ran a few competitors through the tool and there
wasn’t much that came out except some long-tail blog
ideas, so I guess there’s not much else we can do

“”
The link tool came up with some link gaps but they’re
all big publications, but the client doesn’t do digital
PR so I guess we can’t get them

Thinking Outside
The Box Can
Push Your SEO
Strategy Further

Industry Niche Is
Important For Any SEO
Strategy…

…But A Blanket Approach
Won’t Work

Creative
digital PR &
technical SEO

Content around the
‘Sciences’ of CBD to
build trust

Covering The Basics
Will Always Be
Important In SEO
Strategy

Keyword Mapping can
help to structure your
content strategy
01

Allow you to target
specific terms to the
most relevant pages
02

Help you to
avoid content
cannibalisation
03

Can provide
transparency
to help promote buy-in
04

Help you to properly
structure your
website’s architecture
05

Understanding the funnel,
competitors and
objectives can help you
with your keyword
mapping

And your
keyword
mapping
can help
with your
strategy
targeting

And don’t forget your
internal linking!

But What About Technical
Health?

Auditing technical
health can help you
with your priorities

If Google can’t crawl or
index your site, then what’s
the point?

Accessibility Crawlability
Indexing
Architecture
Page Experience
Structured Data
Rendering
Pagination Elements

Take A
Step Back

Prioritise your high
impact, low effort
tasks

See the bigger picture:
what’s really vital?

How do these technical
changes fit with the
wider strategy?

What can you
actually implement?

And then,
there’s links…

Your link acquisition strategy
will be heavily influenced by
budget

Data-driven
Campaigns

Content
Campaigns

Reactives / Newsjacking

Expert
Commentary

FOI
Requests

The final
step out of
all of this…

Prioritisation

Impact

Effort

Viability

Know what you can
& what you can’t do

And how many ears you need
to bend to get what you need
done

SEO could be an after thought
for the brand you’re working on

Pivot the focus,
build trust &
show the ‘why’

Find the
balance between
SEO & brand

‘Best practice’ for SEO
won’t always resonate with
the client

And it won’t always
resonate with the
target audience

Ongoing
Evaluation

SEO strategy
should never be a
one-time process…

New competitors
can enter the market

Competitors
might start investing more in
their SEO

Google could
shake things up

Business objectives
can change

Results might not
come as expected

Continually pivot
your focus based
on performance,
market changes &
new opportunities
Continually pivot
your focus based
on performance,
market changes &
new opportunities

Key
Takeaways

Understand The
Business Objectives

Understand The
Niche

Understand The
Website’s Background

Understand The
Resource

Understand The
Priorities

Understand The
Viability Of What
You Want To Do

And That’s
Your Strategy!

But don’t forget
to make sure your
strategy evolves with
the business

Thank you!

https://absolute.digital/meeting-with-jodie-whittle/

SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022

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