SMX East 2013 Prioritising search Marketing Efforts by Andy Atkins Krueger

Prioritising Your Search Marketing Efforts

Andy Atkins-Krüger

Webcertain Group CEO

WebCertain Global Offices

Los Angeles

Beijing

Bangkok

Warsaw

Oslo

York

BarcelonaTrieste

• 44 Languages –In-House (SEO/PPC/Social)

• 8 Language Account Management Team

Two Concepts

1. The Scorecard Method

2. The Matrix Workshop Method

Mikkel deMib SvendsenCreative Director, deMib.com

E-mail: mikkel@demib.com

Twitter: www.twitter.com/demib

Facebook: www.facebook.com/demib

All you have to do to do SEO is …

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Manage domains

Make search engine friendly URLs Optimize code Avoid indexing barriers

Get rid of duplicate content Write great content Engage users

Optimize TITLE-tags Optimize META-tags

Research keywords Analyze competitors

Secure content quality

Consider guidelines and spam Keep content fresh and dynamic

Optimize your site for speed Optimize your site for mobile users

Make other sites link to you Get visible on social medias

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… and a lot, lot more!

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The 3 Easy StepsTo Prioritize Your SEO

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List All The ThingsYou May Have To Deal With

http://searchengineland.com/seotable

The Building Blocks of SEO

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P&Q

Content

Architecture & CodeDomain(s), site architecture, content formats, internal link structures and template coding

Content strategy and formatsTexts, user generated content, video. Freshness & dynamic of your content

Popularity & QualityLinks, social mentions, likes and shares. Quality of site and business

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Analyze Your Site & Market And Rate Each Issue With:

RedYellowGreen

Simplified color rating

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Colour Description

Not a problem. You site is perfectly fine. You do not need to change anything

This could be improved but its not crucial.Deal with it whenever you can

Serious problem! You need to deal with this immediately!

Must Have & Nice To Have

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• Must Have– An indexable website

– Some readable quality content

– No duplicate content

– Some links

– Some social impact

Nice To HaveUser friendly URLs

Optimized coding

More content

Video

More links

More social impact

Easy Colour Overview Nr. Rating Web Architecture Issues

1 Secure proper use of domains

2 Remove indexing barriers

3 Optimize directory structure

4 Improve URL-formats

5 Optimize internal links

6 Fix duplicate content issues

7 Exclusion of low quality pages

8 Deal with GEO-targeting and personalization

9 Optimize server response speed

EXA

MP

LE

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Rate All The YellowIssues Using A5 Point Scale

The “Nice To Have” Scorecard Model

• Impact on results– How much do you estimate the changes will impact your results– Based on: Indexing, Ranking, Traffic & Actions (The IRTA model)

• Time to complete– How much time do you estimate it will take to make the

changes

• Impact on resources– How much will it cost you to fix it (using internal or external

resources)?

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The Scoring From 1-5

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Score Short Description

1 Very bad Very little impact. Very resource and time intensive

2 Bad Small impact. Relatively resource and time intensive

3 OK Good impact. Less resource and time intensive

4 Good Good impact. Relatively little resource and time intensive

5 Very good Very high impact. Very little resource and time intensive

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… lets have a look at

A Few Scoring Examples

Scoring Examples

• Exclude Low Quality Pages From Indexing

– Impact on results: 3

– Time to complete: 5

– Impact on resources: 5

– Final score (3x5x5): 75

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Scoring Examples

• Create optimized TITLEs on product pages

– Impact on results: 5

– Time to complete: 5

– Impact on resources: 5

– Final score (5x5x5): 125

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Scoring Examples

• Create unique META-description on product pages

– Impact on results: 3

– Time to complete: 4

– Impact on resources: 4

– Final score (3x4x4): 48

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Scoring Examples

• Manual submission of your site to directories

– Impact on results: 1

– Time to complete: 2

– Impact on resources: 3

– Final score (1x2x3): 6

Sum It Up And Prioritize

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Nr. Impact Time Resources Sum Things you consider to do

1 3 5 5 75 Exclude low quality pages from indexing

2 5 5 5 125 Create optimized TITLEs on product pages

3 3 4 4 48 Create META-description tags on product pages

4 1 2 3 6 Manual submission of your site to directories

5 2 3 3 18 Create user friendly (keyword) URLs

6 4 3 3 36 Optimize your site for speed

7 5 3 3 45 Add texts to category pages

8 5 5 5 125 Add user comments to pages

9 4 4 3 48 Optimize server response speed

EXA

MP

LE

Scorecard Method Summary

1. Make a site and market evaluation

• Analyze all the issues that you have to deal with

2. Use colour rating of all issues

• Identify your must have and nice to have

3. Fix your must have’s NOW!

• You should not move on until you have fixed the basics!

4. Rate all your nice to haves

• Prioritize by impact on results, time and resources

Thank You Mikkel!

Mikkel deMib SvendsenCreative Director, deMib.com

E-mail: mikkel@demib.com

Twitter: www.twitter.com/demib

Facebook: www.facebook.com/demib

Factors Affecting Priorities

• Results, Results, Results

• Benefit v Effort

• Correct Sequencing

• Predicting The Future

• The Brussel Sprouts Method

Most Popular Services

Logging Investment By Region

Logging Investment By Activity

For Best Results Add:• Production Time• Google Crawl Delays

But That’s Ancient History

Benefit v Effort

Return

Return

Traffic

Return

Traffic

Converting Traffic

Effort Or Difficulty

Time

Effort Or Difficulty

Cost

Time

Effort Or Difficulty

CPA

Effort

High Traffic –Low Effort

High Traffic –High Effort

Low Traffic –Low Effort

Low Traffic –High Effort

CPA

Effort

High Traffic –Low Effort

High Traffic –High Effort

Low Traffic –Low Effort

Low Traffic –High Effort

No Point Ending Up In

Here!

CPA

Effort

Re-Writing Page Titles

New CMS

CPA

Effort

Social Media Shares

Adding Relevant Content

Add Internal Links

Redesign Website

Rewrite URLs

Low Quality Links

Blogger Outreach

Keyword Stuffing

Keyword Existing Content

Optimising Images

Correct Sequences

New CMS

CPA

Effort

Re-Writing Page Titles

Two Methods Compared!

Analytical Data-Based Method Mulit-Team Negotiated For Effective Implementation

Two Methods Compared!

Analytical Data-Based Method Mulit-Team Negotiated For Effective Implementation

Bonus Tip: You Can Combine Both!

You Need A Crystal Ball

The Brussel Sprout Method

Always Work With Partners With Lots Of

Experience

Get There Safer!

No, I Think She Might Be Busy!

Yes, He Might Be Free!

Thanks For Listening!

@andyatkinskrugeandy@webcertain.com

+44 330 330 9000 (24-7)