SEO, Social Media & Content marketing

Digital Performance on a Global Scale.

IPROSPECT »


AGENDA

1. iProspect SEO team

2. Introduction to SEO

3. Covering off the basics

4. SEO in 2013

5. Who we’re looking for

6. Questions


MARKET LEADING SEO TEAM

65+ SEO specialists

SEO expertise across all verticals

Dedicated algorithm testing team

Fully integrated with other channels

Google Analytics Certified

World class link building


SEO PRODUCT BREAKDOWN

SEMVIDEO

MARKETINGCONTENT CREATION

& OPTIMISATION SOCIAL SEARCHTOOLS @INSIGHT MOBILE SEM

CLIENT IMMERSIONDAYS

GOOGLE PLACESOPTIMISATION

FACEBOOK VISIBILITY

TECHNICAL SEO LINK BUILDING

INTERNATIONAL SEO


MARKET LEADING SEO TEAM


Introduction to SEO»


A SEO DEFINITION

“The process of improving the volume and/or quality of traffic to a web page by

making it appear more relevant for a specific search query”


INTRODUCING THE SERP

SEO / Natural / Organic Results

Paid Search Results


SEO & PCC HAVE DIFFERENT STRENGTHS & WEAKNESSES

Natural Paid

Unpaid, not commercial Pay per click

Ranking determined by algorithm Ranking determined by live ‘auction’

Algorithm rewards relevance Auction rewards relevance AND bid

System determines text displayed Advertiser chooses text displayed

Can take time to rank for competitive keywords

Enables immediate presence in search engine results


WHY DOES IT MATTER – BRAND AWARENESS

of users believe high ranking is tied to the trustworthiness of the company

of users expect leading brands to be on top of the search results page 71%

36%


SEO 101 – Covering off the basics

»


HOW DOES SEO WORK?

Crawlability Content Credibility

Can Search Engines access and index the site’s content?

Is your content relevant for users and optimised for

Search Engines?

Is your page the most authoritative on the web?

Indexed Relevant Authoritative

Fundamental importanceRanking impact


CRAWLABILITY OF YOUR SITE

Crawlability

Is your site and the site content accessible to search

engines?

Ranking impact

Indexing


CONTENT DETERMINING SEARCHER INTENT AND DELIVERING RELEVANT, FRESH CONTENT

Content

Is your content relevant for users and optimised for

Search Engines?

Relevancy


Long Tail

Importance to Client

Search Volume+1,000

Keyword Difficulty Current PositionReality of

Obtaining Top 5 Result

What Competitors Don’t Target

KEYWORD RESEARCH

Long Tail Short Tail


BUILDING RELEVANCY INTO YOUR PAGES

Page Title

Meta Description

URL

Page Header

Body Content

Image Alt

Internal Linking


CREDIBILITY OF YOUR SITE

Credibility

Is your page the most authoritative on the web?

Ranking impact

Authority

PA: Page Authority www.domain.com/page/ DA: Domain Authority www.domain.com

BBC PA 97 1,417,482 links

DA 100

iProspect PA 52 1,954 linksDA 42


GETTING THE RIGHT MIX OF RELEVANT AND AUTHORITATIVE WEBSITES

Good diversity of linking sites

Natural Link Profile

Automotive lifestyle


BUILDING A NATURAL / OPTIMAL LINK PROFILE

Directory Submission

s

Blogger Outreach

Topic Curation

Widgets

Online content releases

Interactive Infographics

Social Bookmarking

Community Engagement


2013 and beyond»

“Google updates it’s

algorithm over 500 times a

year”


MEANING THE LANDSCAPE IS CHANGING DRAMATICALLY

Copyright © 2011, iProspect, Inc. All rights reserved.


AND THAT WAS BEFORE THESE TWO CAME ALONG . .

THE SOLUTION

A good hockey player plays where the puck is. A

great hockey player plays where the

puck is going to be.

REDEFINING WHAT ‘CREDIBILITY’ MEANS

Social influences these:

GETTING THOSE SOCIAL SIGNALS


ANYONE HEARD OF CONTENT MARKETING?


LINK BUILDING CASE STUDY . . .

STRATEGY RESULTS

Thomas Cook wanted to move away from their incumbent SEO agency due to a lack of confidence in their approach.

With a large web migration project due to be launched, Thomas Cook appointed us to provide technical SEO consultancy to manage this process and an evolved link building plan to boost performance of new pages.

We developed a detailed site migration plan and worked with Thomas Cook to ensure site hierarchy, IA, content and code was consistent with SEO best practice to drive maximum value from the project.

At the same time we negotiated and placed content on high value media sites and highly relevant travel blogs to increase ranking visibility for target terms.

Following the successful launch of the new site 90% of the 300+ target keywords ranked on page 1 of Google (up from 50%).

Non-brand traffic increased by over 150% YoY, with a 60% increase in bookings.

The organic search channel has been the strongest performing channel in 2012 due to the huge growth in non-brand traffic.

BACKGROUND


CREATING ENGAGING CONTENT


THOMAS COOK – JANUARY 2013, RESOLUTION CALENDAR

43 Blogger Links 189 Tweets1,331 Facebook Likes


. . . AND PLACING ON HIGH AUTHORITY WEBSITES


LINK BUILDING CASE STUDY . . .

STRATEGY RESULTS

Thomas Cook wanted to move away from their incumbent SEO agency due to a lack of confidence in their approach.

With a large web migration project due to be launched, Thomas Cook appointed us to provide technical SEO consultancy to manage this process and an evolved link building plan to boost performance of new pages.

We developed a detailed site migration plan and worked with Thomas Cook to ensure site hierarchy, IA, content and code was consistent with SEO best practice to drive maximum value from the project.

At the same time we negotiated and placed content on high value media sites and highly relevant travel blogs to increase ranking visibility for target terms.

Following the successful launch of the new site 90% of the 300+ target keywords ranked on page 1 of Google (up from 50%).

Non-brand traffic increased by over 150% YoY, with a 60% increase in bookings.

The organic search channel has been the strongest performing channel in 2012 due to the huge growth in non-brand traffic.

BACKGROUND


Who we’re looking for»


WHO WE’RE LOOKING FOR


NEXT STEPS

• Case study demonstrating:

–You’ve resourceful . . . you’ve an appetite to learn, you’ve researched SEO and other digital channels, you understand the basics

–You’re analytical – you think about all the different data points you can use to back up your strategy, and you’re capable of using excel to demonstrate this

–You’re creative and have loads of innovative ideas for an offsite strategy

•Interviews to talk through your presentation and strategy


NEXT STEPS

Q&AWith Neil and myself

on the Q&A panel below

SEO ProposalTo a member of the

iProspect team

Final Interview with iProspect

Exec Board

Offer of EmploymentFrom iProspect

team

Training Schedule- workshops, online courses, hands-on

client work, conferences and

shadowing

Intro to ClientsIntegrated into the client facing side of

SEO


Questions?»

Technology

SEO, Social Media & Content marketing