1. ionSearch 2012 - Expert Panel Suite
SEO Content Strategies
Peter Cobley – Commercial Director, home james - Moderator
Lyndon Antcliff – Cornwall SEO
David Harling – Head of Search, Razorfish London
Tony Wood – Director of Digital, Eden Luxury Group
Rob Hughes – Digital Insight Manager, home james

2. ionSearch 2012
Lyndon Antcliff
Cornwall SEO

3. SEO
Is
DEAD

4. ionSearch 2012
Tony Wood
Eden Luxury Group

5. Content Strategy
Tony Wood

6. Very Interesting Times Indeed...
March
50 Pack

7. {Great | Excellent |Fantastic |Wonderful
|Terrific| Superb| Amazing| Awesome|
Perfect| Remarkable |Beneficial
|Tremendous }{ content| articles| written
content| information | subject material|
subject matter| articles and other content|
article content| website content |posts|
article} {is |is actually |is definitely |is
certainly| is without a doubt| is undoubtedly
} {no longer |will no longer be} an option
|choice |alternative | solution| method|
preference | decision| opportunity |
substitute| approach| plan}.

9. “Tony, there are too many words on
the page...”

10. WITH HALF A MILLION PLUS SEASONAL
SKU’S, ACROSS 18 SITES, ON
CONTIGUOUS IP’S

11. Product descriptions ARE content

13. Curation – Real time dashboards

14. Engagement Metrics
A DECADES WORTH OF PPC DATA
SEARCH DATA
ANALYTICS (ENGAGEMENT. CONVERSION
ATTRIBUTION)
eCRM ANALYSIS (RETENTION MODELS)
CONVERSION ANALYSIS

17. rel=author
product
rich snippets
GOES WITHOUT SAYING…

18. 0
1000
1200
1400
200
400
600
800
11-Oct
12-Oct
13-Oct
14-Oct
15-Oct
16-Oct
17-Oct
18-Oct
19-Oct
20-Oct
21-Oct
22-Oct
23-Oct
24-Oct
25-Oct
26-Oct
27-Oct
28-Oct
29-Oct
30-Oct
31-Oct
01-Nov
02-Nov
03-Nov
04-Nov
05-Nov
06-Nov
07-Nov
08-Nov
09-Nov
10-Nov
11-Nov
Lane Bryant
One Stop Plus

20. KNOWING WHEN TO SAY “NO!”

22. THANK YOU

23. ionSearch 2012
Rob Hughes
home james

24. hômejames
driven by performance
SEO Content Strategies
• ionSearch 2012
Rob Hughes
@_robh_

25. hômejames
driven by performance
Outline
ˆ Top Level Process - what’s changed and what hasn’t?
ˆ What got broke? How did we sort it?
ˆ Strategy Pre-Planning
ˆ Content Creation & Distribution

26. hômejames
driven by performance
Top Level Process – Same ol’ Game

27. hômejames
driven by performance
What got broke? How did we sort it?
Anchor text isn’t what it once was

28. hômejames
driven by performance
What got broke? How did we sort it?
ˆ Site distributes and copies content
ˆ Sites writes content for contents sake
ˆ Lots of useless pages – affects crawl rate
Get rid of it now!!

29. hômejames
driven by performance
Strategy Pre-Planning
How much will
How can we
Is anything What do we it cost? How
reach our
stopping us? need to do? long will it
audience?
take?

30. hômejames
driven by performance
Creating a Structured Plan

31. hômejames
driven by performance
Conclusion
Be Smarter Be Quicker