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Smx east 2013 andy atkins krueger prioritising search marketing efforts #SMX #21B
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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: [email protected]
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!
10
The 3 Easy StepsTo Prioritize Your SEO
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List All The ThingsYou May Have To Deal With
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: [email protected]
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!
