Expert Panel Session - SEO Content Strategies - ionSearch 2012
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Expert Panel Session - SEO Content Strategies - ionSearch 2012
- 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
- 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