Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
#BrightonSEO What Makes a Good SEO Strategy
1. Chris Simmance
OPTUS DIGITAL
& SEOmonitor Product Advisory Board
What Makes a Good SEO Strategy?
@optus_digital
http://www.slideshare.net/chrissimmance
4. www.optusdigital.co.ukwww.optusdigital.co.uk
WHAT IS STRATEGY?
Strategy is NOT:
• Goal setting
• Having an idea
• Having a plan
”My strategy is to increase website conversions by
50%”
Strategy IS:
• Having a clear result in mind
• Making a clear diagnosis of the challenges in the way of the result
• Planning a set of coherent actions that will overcome the challenges
• Measurement and refining of the actions
“My strategy is to do X and Y in order to achieve Z within A time”
“The core of strategy work is always the same: discovering the critical factors in a situation and designing a way of
coordinating and focusing actions to deal with those factors.” – Richard Rumelt, Good Strategy:Bad Strategy
5. www.optusdigital.co.ukwww.optusdigital.co.uk
WHAT ARE COME COMMON STRATEGY MISTAKES?
• Confusing strategy with individual activities like
link building or article creation.
• Skipping steps or rushing things through
• Not appropriately diagnosing the challenges
• Not having a clear enough set of actions to follow
6. www.optusdigital.co.ukwww.optusdigital.co.uk
KEY STRATEGY BUILDING BLOCKS
• Researching in order to diagnose the challenges
• Defining a coherent set of actions that will work to overcome the challenges
• Ensure all key players understand the challenges and actions
• Take action in a proposed order
• Measure the results and ensure that your challenges are being overcome
7. www.optusdigital.co.ukwww.optusdigital.co.uk
HOW DO WE TURN THIS TO SEO?
• Define a clear result:
- Is it a specific topic you want to rank for
- Is it overall visibility that will drive more sales/leads
• Diagnose the challenges:
- Is there a lot of competition?
- What SERP features are also additional competition?
- What state is the website/business in currently?
• Planning coherent actions:
- What actions will overcome the challenges?
- Is there a priority or best order to follow?
- Who are the key players for each action?
• Measure the results:
- How are you defining the success of each action?
- What are you doing when a result isn’t favorable?
8. www.optusdigital.co.ukwww.optusdigital.co.uk
DIAGNOSING THE CHALLENGES
• Multiple SERP features to compete with
• High authority top 10 competitors
• High volume of websites with exact match keyword in title
• Big website in top 10
• Slow website load time
• Inefficient crawl
• No internal content authority
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.
We may have goals, ideas or a set of actions. Whenever I hear “my strategy is to increase the conversion rate by x%” I know that the person is confusing goals with strategy. Goals are just desires. In order to reach them we have to overcome a challenge.
We may also confuse strategy with activities. Coming with ideas that could potentially help you achieve your goals, without understanding the forces that are driving the desired behaviour, is like firing a gun with your eyes closed, trying to hit a target. You may be lucky and hit your target, but the chances are small.