2. @millerian
• Ian Miller, Search Director at Crafted Media
• Full service digital agency of 40+ specialists
• Team of 15 across all search disciplines
• Responsible for increasing visitors, & converting them
• Wide range of clients across B2B & B2C industries
12. Ensures the website can be found,
and understood, by search engines
Improves how the site is perceived as an
authority within its niche
Helps guide a user to the intended response
in a positive way
13. Give a man a fish and
he’ll eat for a day
Teach a man to fish and
he’ll eat every day
14. Give a man a fish and
he’ll eat for a day
Teach a man to fish and
he’ll eat every day
SEO is much like fishing
23. Write for users, not a product manager
More is better
Maximise all collateral
Get a copywriter, or become one
What pages to you need?
What pages is a visitor expecting to find?
33. • Partners and clients
• Suppliers
• Charity and sponsorships
• Staff
• Social profiles
• Groups and associations
• Events
34. • Resource lists
• Niche directories
• Case studies
• Reviews and competitions
• Top XX lists
• Adverts
• Brand mentions: “my company” –site:mycompany.com
35. • E.g. Education links
• Do a talk
• Careers fair
• Internships and placements
• Job boards
• Publications
• Student unions
36.
37. • Natural
• In built authority
• Anchor text distribution
• Repeat links
• Make it interesting for the recipient
• Can snowball
38.
39.
40.
41.
42.
43. • Learn Google Webmaster Tools -
http://crftd.md/gwmtintro
• Online graders
• http://www.woorank.com
• http://marketing.grader.com
• Try and break your own site
• Internal and external linking
44.
45.
46.
47.
48.
49. • Register social profiles http://knowem.com/
• Schedule things is you’re time poor
http://bufferapp.com/
• Monitor http://sproutsocial.com
• Authenticity is key
• Everything takes time, is that bandwagon worth it?
• It’s a perfect introduction, develop meaningful
relationships
50.
51. “I know only
half of my
advertising
works.
The problem
is, I don’t know
which half.”
52. • Define success per stakeholder
• Execute, evaluate, enhance
• Document everything
• Analytics notes
• Reward (and risk) is cumulative
• People > Process > Technology