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Why you need a strategy first approach to SEO

If you don't know where you're going, don't complain about where you end up. It's the same in life, business and SEO - you need a bigger picture vision, and a clear game plan on how you're going to make it happen.

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Why you need a strategy first approach to SEO

  1. 1. Why you need a strategy first approach to SEO @kevgibbo KEVIN GIBBONS
  2. 2. If you don’t know where you’re going, don’t complain about where you end up!
  3. 3. I’ve been doing SEO since 2003, every year looking back & thinking here’s yet another new ranking factor! “We fixed 983 issues, gained rankings for 102 keywords and secured 52 links... what do you mean so what?”
  4. 4. SEO is an investment in business growth.
  5. 5. Don’t just throw stuff against the wall and see what sticks.
  6. 6. To grow, you need intention
  7. 7. Where are we now?
  8. 8. Don’t create before you audit What’s working well vs what isn’t? Is there an 80/20 rule you might be missing?
  9. 9. Review competitive benchmarks ● Who’s winning? ● Why are they winning? ● What are you going to do to catch them? Tip: what velocity are they moving at? Everything’s a moving target.
  10. 10. Don’t run before you’re facing the right direction
  11. 11. Where are we going?
  12. 12. Businessgoals Strategy On-site SEO & Content Strategy Rankings £ Traffic Digital PR Coverage What does success look like? Create a hierarchy of KPIs on how to measure performance.
  13. 13. Understand the slice of the market you want to take and the size of the opportunity.
  14. 14. "If I had six hours to chop down a tree i'd spend the first four hours sharpening the axe." Abraham Lincoln
  15. 15. How are we going to get there?
  16. 16. TECHNICAL SEO Ensure you have a solid platform to improve accessibility to search engines. 01 Create content to make sure you’re visible to your target audience for popular topics. 02 ON-SITE CONTENT REPUTATION Strengthening your domain link and brand reputation vs key competitors. 03 3ORGANICGROWTH DRIVERS
  17. 17. ● Create a laser focused plan ● Have a SMART goal ● Assign accountability ● Work in deployment sprints to test and learn
  19. 19. Measure lead and lag indicators Organic revenue Organic traffic Organic ranking visibility Page errors reduced New content published Links acquired (quality & quantity) Understand which levers you need to pull vs ignore
  20. 20. The biggest wins are often not the big spikes, but those that improve month on month on month...
  21. 21. Where are we now? Where are we going? How are we going to get there?
  22. 22. Make sure your ideas have maximum value towards hitting the goals that matter most. Alignment is key
  23. 23. What’s the easiest way to hit your target? Do that.