Brighton seo charity roundtable

BrightonSEO charity roundtable11th April 2013
© Copyright 2013 Cicada Online Ltd. All rights reserved
Charity and NGO roundtable
www.cicada-online.com11th April 2013

Coming up…
Item Timings
Arrival, coﬀee, introductions 4:00 to 4:15
Discussion
Your aims for today’s session 4:15
Market watch 4:25
Industry best practice 4:35
Insight and measurement 4:45
Financial planning 4:55
Key resources and allocation 5:05
Close, coﬀee, networking 5:15 to 5:30

Your aims for todays sessions
1 thing you’d like to get
out of this afternoon’s
discussion?
Timings: 4:15 to 4:25

“Market watch”
What's changing in the digital / SEO
marketplace and how is this relevant
to charities?
•  Google algorithm
•  Proliferation of software tools: for research,
insight, and analysis
•  Social media developments

Industry best practice
•  Processes ~ best way to 'do' SEO?
•  Response to algorithmic changes ~ Impact
of Panda & Penguin and other changes to
Google: has SEO got harder?
•  Skills ~ the breadth of skills required, touch-
points with marketing, communications, PR,
web development

How we work
~ process overview
2.  Review
website
performance
1.  Define the
website’s
purpose
• Strategic objectives
• Digital objectives
• Digital metrics
• Outline business case
• Finding your site
• Using your site
• Competitor review
• Social media profile
• Technical on-page SEO
• Recommendations and
planning
3.  Optimise website conversions
Set the strategic context Improve website performance
4.  Optimise rankings and traffic
PLAN
DO
CHECK
ACT

The SEO improvement process
Meeting
-  Review progress
-  Agree changes
Implement
-  Cicada
-  Agency
-  Client
Let the
changes
‘bed in’
Measure,
analyse &
report

Dealing with Panda & Penguin
It’s all about creating great
content, and then promoting it
THEME Framework
T tribe
H hook
E engaging piece of content
M marketing
E evaluate
Reference: Internet Marketing Podcast / Sitevisibility.com

Insight and measurement
Whatare the things that matter to a
charitable organisation, that can
or should be measured?
Howshould things be measured?
Frameworks, frequency,
ownership?

Status Description
Needs immediate
attention
Status concerning, but
actions are underway
Status is good, no action
required
Measuring
Hat tip: smartinsights.com
•  Reach
•  Act
•  Convert
•  Engage
RED
AMBER
GREEN

Measuring

Financial planning
How do you / should you go
about setting:
•  marketing / digital objectives
•  budgets to achieve those objectives
•  measure and assess progress / value for money /
ROI
•  What processes are there for controlling digital
spend and keeping within budget?

Key resources and allocation
Budgets
•  covered earlier?
•  agency spend
Client time
•  working / liaising with
and between agencies
•  planning and strategy
•  reporting and analysis
•  social media
•  content development

Coﬀee, close, networking
Did you get what you
needed from this
afternoon’s discussion?

www.cicada-online.com
Thank you.
Ned Wells
Director
Cicada Online Ltd
Hamilton House
1B Howard Street
Oxford OX4 3AY
E: ned@cicada-online.com
T: 07813 894 341
For further information about Cicada Online
visit our website at www.cicada-online.com

Brighton seo charity roundtable

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