SEO Deliverance at BrightonSEO
- SEO What?
- Oh, right.
When Kelvin asked me to prepare a presentation outlining how to deliver SEO change at a big brands it got me thinking about the unique position SEO’s find themselves in at large corporations. SEO Deliverance is my take on how to successfully integrate and manage the SEO tasks and processes necessary to deliver change at big brand sites.
Re-filling after lunch
- So here I was, on stage at the glorious Brighton Dome, preparing to preach the virtues of SEO Deliverance to a crowd of
1,500 digital marketers, so ‘Where do I
begin?’ (Chemical Brothers)?
- Music of course!
Brighton Dome is a superb music venue and just like the music industry (outside of Mr Cowell’s vice like grip), ‘search’ is a creative industry too, I therefore attempted to maintain a music theme throughout my presentation by including references to various artists, songs and albums etc.
To begin, I thought it best to define the meaning of deliverance (as detailed at www.thefreedictionary.com):
- a formal pronouncement or expression of opinion
- In this instance, my opinion on how to successfully integrate and manage SEO tasks to deliver change at big brand sites.
- rescue from moral corruption or evil; salvation
- Despite Google not being evil, all SEO’s seek salvation
- another word for delivery
- The objective
- rescue from bondage or danger
- Don’t be seen as ‘Just another brick in the wall’ (Pink Floyd) within the corporate structure.
Working in a big brand SEO’s face an immediate danger of getting pigeon-holed in a single department (‘Dirty pigeons’ Blur – Parklife), bogged down with internal politics and endless sign-off processes, becoming invisible to the wider business. As SEO’s, you need to ‘Be free, to do what you want, any old time.’ (Soup Dragons).
@RichardBaxter mentioned during his talk just before me that you should “learn how to pitch yourself” & “understand the perception people have of you”, I wholly agree and recommended that you position yourself as a Guru within the business, the man to go to, the man that can, the ‘Man, I feel like a woman’ (Shania Twain). To do this you need to deliver something significant that gets you noticed within the business, a step change that makes a difference and earns you the respect required to secure project sign-off (and delivery) in the future.
To achieve delivery of SEO change at big brands, you need to know and action the ’2Unlimited’ phases of Research, Development and Implementation:
- Know your market
- Know your competition
- Know your website
- Know your objectives
- Know your strategy
- Know your limits
- Know your audience
- Know your plan
- Know your sh*t
Follow these phases and…
‘Know, know - know, know, know know - know know, know know - know know, there’s know limit’ to what you can deliver. OK, I admit this was a stinker, but at least everyone knows it (excuse the pun).
The key take-outs from these nine ‘Knows’ are detailed below, and if you want to download the full presentation (minus a few images, sorry) it’s now available on SlideShare.
Know your market
- Know your market through keyword research.
- Assess the SERPs and the impact of universal search on the keywords you identify.
Know your competition
- Audit the SERPs, who’s consistently competing for your target keywords in paid and organic channels?
- Use Semetrical’s DeepCrawl tool to analyse your competitor’s website architecture. Identify potential indexation, content and validation issues and areas of weaknesses – assess your opportunity.
Know your website
- Review your site analytics and benchmark everything
- Initiate an SEO audit
- Run a comprehensive crawl of your website
- Monitor site performance (FREE Robotto tool) and website changes through scheduled crawl analysis
- Identify optimisation opportunities
Know your objectives
- What is the website goal and what constitutes a conversion?
- Have any specific objectives been set?
Know your strategy
- What is the scope of the project?
- What’s the capacity to deliver?
- What are the costs?
- Define the budget
- Project the returns
Know your limits
Know your audience
- Who are you pitching to?
- What are their objectives?
- Consider your delivery method:
If it’s for the CFO – prepare the numbers.
If it’s the Marketing Director – highlight brand potential and creative opportunities.
Know your plan
- Start with a business case – it’s all about the ROI!
- Communicate the strategic goal – avoid jargon
- Reference your research (data) to quantify the opportunity
Know your sh*t
- Be prepared when it comes to the pitch:
- Know your research
- Know your numbers
- Know your plan and believe in it
In essence, SEO Deliverance at big brands is all about preparation, planning and perfecting the pitch to secure project sign-off. If you follow these simple process guidelines throughout the research, development and implementation stages, you will be able to prepare and deliver a solid business case and project plan that which leads to repeated sign-off and delivery quickly and efficiently.
Of course, sign-off is just one small part of the bigger SEO picture, you still need to manage and deliver the actual website change, monitor performance and quantify the returns delivered but I’ll save that for another time.
Don’t forget to enter the Semetrical DeepCrawl Prize Draw which was announced at BrightonSEO.
Follow @Semetrical on Twitter and retweet the promotional tweet to enter before the end of September and you could win a DeepCrawl account of your very own!
Download the full SEO Deliverance presentation from @ToastedTeacake (minus a few images, sorry) at SlideShare.