The document discusses search engine optimization (SEO) and provides an overview of how to effectively implement an SEO strategy. It outlines the key steps as understanding the client's business, auditing their website to identify gaps, prioritizing opportunities, implementing changes, measuring results, and iterating the process. The document emphasizes that SEO requires a team approach involving both technical and strategic expertise to properly understand goals, make improvements, and track outcomes.

1. @nedwells
Selling SEO
Ned Wells, Cicada
April 2013
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2. @nedwells
April 2013
2 © Copyright 2013 Cicada Online Ltd. All rights reserved

3. @nedwells
We want to be
#1 on Google.
Can you help?
http://www.flickr.com/photos/smithsonian/5493933573/sizes/l/in/photostream/
April 2013
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4. @nedwells
The 3 mysteries
of SEO
1. What is it?
2. How do you do it?
3. Who should do it?
http://www.flickr.com/photos/floridamemory/8141802945/sizes/l/in/photostream/
April 2013
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5. @nedwells
What is SEO?
Making websites:
• Easier to find
• Easier to use
• Easier to measure
http://www.flickr.com/photos/library_of_congress/2178331373/sizes/o/in/photostream/
April 2013
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6. @nedwells
What is SEO?
SEO is an outcome of
good digital marketing
http://www.portent.com/blog/seo/wtf-is-seo.htm
April 2013
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7. @nedwells
How do you do SEO? 4. Go around
again!
1. Understand
the client’s 3. Measure how
business effective the
‘stuff’ was
2. Do some
‘stuff’
April 2013
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8. @nedwells
• Business objectives
• Products / services
• Competitors
• Current marketing
1. Understand activities
the client’s • What’s the website for?
business • How do you measure it?
• Customer personas
• Target keywords
April 2013
8 © Copyright 2013 Cicada Online Ltd. All rights reserved

9. @nedwells
How do you do SEO?
1. Understand
the client’s
business
2. Audit the
website,
April 2013
identify gaps
9 © Copyright 2013 Cicada Online Ltd. All rights reserved

10. @nedwells
2. Audit and gap analysis
1. Finding the website
2. Using the website
3. Competitor review
4. Social landscape
5. On-page tech audit
April 2013
10 © Copyright 2013 Cicada Online Ltd. All rights reserved

11. @nedwells
How do you do SEO?
1. Understand
the client’s
business
3. Prioritise
2. Audit the
website,
April 2013
identify gaps
11 © Copyright 2013 Cicada Online Ltd. All rights reserved

12. @nedwells
3. Prioritise
PRIORITY: A FUNCTION OF URGENCY AND IMPACT
Urgency
Action Effort / cost Priority
required
H M L
Impact
Build custom 404 page 1 day 4
H 1 2 3 Set up goal and funnel on
checkout
4 hours 1
Basic on-page SEO 30 mins per page 2
M 2 3 4 Set up Google Authorship 4 hours 2
L 3 4 5 …….
……..
April 2013
12 © Copyright 2013 Cicada Online Ltd. All rights reserved

13. @nedwells
How do you do SEO?
1. Understand
the client’s
business 4. Implement
3. Prioritise
2. Audit the
website,
April 2013
identify gaps
13 © Copyright 2013 Cicada Online Ltd. All rights reserved

14. @nedwells
4. Implementation
Priority Date / Instigated Area Task Task description
rev by name
Status: In testing Completed Web agency awaiting response
Action web agency Action SEO agency Action client
April 2013
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15. @nedwells
How do you do SEO?
5. Measure
1. Understand
the client’s
business 4. Implement
3. Prioritise
2. Audit the
website,
April 2013
identify gaps
15 © Copyright 2013 Cicada Online Ltd. All rights reserved

16. @nedwells
5. Measuring
• Reach Status Description
• Act RED
Needs immediate
attention
• Convert AMBER
Status concerning, but
actions are underway
• Engage Status is good, no action
GREEN
required
Hat tip: smartinsights.com
April 2013
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17. @nedwells
April 2013
17 © Copyright 2013 Cicada Online Ltd. All rights reserved

18. @nedwells
How do you do SEO? 6. Go around
again!
5. Measure
1. Understand
the client’s
business 4. Implement
3. Prioritise
2. Audit the
website,
April 2013
identify gaps
18 © Copyright 2013 Cicada Online Ltd. All rights reserved

19. @nedwells
Who should do SEO?
Technical SEO
Copywriters
PR
UX
Strategic marketing
Analytics
Social
Planning and managing
April 2013
19 © Copyright 2013 Cicada Online Ltd. All rights reserved

20. @nedwells
SEO needs a team
approach
• Client team
• Strategist
• Functional experts
April 2013
20 © Copyright 2013 Cicada Online Ltd. All rights reserved

21. @nedwells
Take away…
1. “We want to rank better” =
warning signal
2. Turn it around: discuss the
client’s business goals
3. Talk the client’s language
4. Give them the ‘wide’ view of SEO
5. Show prospects a process
they can understand,
control and measure
April 2013
21 © Copyright 2013 Cicada Online Ltd. All rights reserved

22. @nedwells
Thank you.
Ned Wells
ned@cicada-online.com
@nedwells
+44 7813 894 341
cicada-online.com
April 2013 www.cicada-online.com
© Copyright 2013 Cicada Online Ltd. All rights reserved