Technical SEO is a tricky process with numerous pitfalls and stages to it. It's incredibly easy to slip up, this talk will go through all the stages and ensure you are correctly checking everything.

1. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

2. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
I’ve migrated a few websites

3. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
I’ve migrated a few websites
~120 (probably more)

4. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Sites by CMS

5. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Sites by CMS
70% of these I’ve worked in the same
company as the developers

6. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
This is important because?

7. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
I get chance to refine the
process, what works, what
doesn’t

8. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Because I’m also in an envious
position

9. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
SEO’ing these CMS is not hard

10. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
+working in the same room as the
development team has many
advantages

11. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Learn from me, learn from
others - the successful & the
less so...

12. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
This is stressful stuff

13. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
When this is
where you stand,
the drop looks
big doesn’t it?

14. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

15. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

16. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Migrating a website is the
most risky thing you can do

17. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
I’m going to give you some
of my essential tech SEO
learnings from my exp

18. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Ready?

19. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)Migrations do not have to
= a drop in traffic/rankings

20. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
“Expect an at-least 15% drop in
organic traffic”

21. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
But why??

22. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
This is expectation
management from someone
who gets it wrong often

23. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
When ranking drops are
expected

24. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)When content is cut out

25. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
2)When the focus is changed

26. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
3)When you lose an argument in design

27. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
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Search Norwich
29th August 2019
An Example

28. Search Norwich
29th August 2019
@chrisgreen87
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@chrisgreen87
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Search Norwich
29th August 2019
“We can make large site structure changes, we’ll invest more in
marketing/content/link building post-launch to make up for it…”

29. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
It is OKAY to not rank:
●When everyone is aware
●When it’s not important
●When it’s a phase 2 or 3 addition

30. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
To control this you need to SEE
Set Expectations Early

31. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
To control this you need to SEE
Set Expectations Early

32. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
To control this you need to SEE
Set Expectations Early

33. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
If objective #1 is cut the site
content by 90%
objective #2 won’t be retain
all existing traffic*

34. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
But you need to get organised first
(more on this later)

35. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Recommendation:
1)Get organised - understand the project
2)Benchmark where you are now as best as possible
3)Any decision which may detriment post-launch
performance, needs to be flagged as early as possible
4)Set Expectations Early (SEE)
Migrations do not have to = a drop in traffic/rankings

36. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
2) The most meticulously
planned migrations are
easy to sabotage

37. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Migrations can be condensed
into a list of simple-tasks

38. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

39. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

40. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

41. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

42. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

43. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏301 redirects tested
❏Noindex Robots directives removed
❏Fetch & render completed successfully
❏Canonicalisation is correct
❏Site is free from crawl errors on launch

44. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
[Tech-SEO Launch Checklist]
V V V More below V V V

45. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Miss any one of these and...

46. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Your site is deindexed

47. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
New spider traps are created

48. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
You canonicalise back to
development site

49. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
301 redirects don’t work or
worse...

50. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
But check-points NEED to be
frequent

51. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
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Search Norwich
29th August 2019
A little rudder far from the rocks

52. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

53. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

54. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

55. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
(Team working
overtime)

56. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

57. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
(re-aligning
expectations)

58. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

59. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
(last minute scramble
to minimise losses)

60. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
(rankings tank
post-launch)

61. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Recommendation:
1)Plan your migration list - pre & post launch
2)The person who signs off the checks should not be
the person who does the work
3)Little-and-often meetings to ensure good comms
4)Ensure launch timeline includes ample time to run
checks - don’t sacrifice this for anything
The most meticulously planned migrations are easy to sabotage

62. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
3) A new platform + high
technical standards won't
guarantee rankings

63. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
You’ve launched a new site

64. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
And nailed everything

65. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

66. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
But did you fix the original
problem?

67. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

68. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat
Great, you now have tight standards, but
have you added any significant value?

69. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

70. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat
Except Google rewrites these more than
ever (and aren’t a direct ranking factor)

71. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

72. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat
Schema = ranking improvements far-less
than you’d expect

73. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

74. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat
Unless this was a significant problem
before, this is just good housekeeping

75. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat

76. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏All images now have alt text & optimised titles
❏Meta descriptions are written perfectly
❏Correct schema on every page
❏No crawl errors
❏No excess bloat
Again - Unless this was a significant
problem before, this is just good
housekeeping

77. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
BONUS POINT
A “Good looking” website !=
ranking better

78. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Recommendation:
1)Don’t assume tech SEO hygiene = ranking
improvements
2)Understand what you need to fix which Tech SEO can’t
help
3)A lot of what you read about as “best practice” doesn’t
help every site in all circumstances
A new platform + high technical standards won't guarantee rankings

79. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
4) None of the major
platforms are so bad you
"can't SEO them"

80. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
BOLD STATEMENT ALERT
A successful website can be built
on any modern, functional CMS

81. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co

82. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
SEO
It’s very easy to point fingers when
things go bad

83. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Assuming it can perform the
basic tasks it needs to, it
can be “SEO’d”

84. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)Don’t confuse disliking a CMS with it not being able to
rank
2)Time & a good developer can accomplish a lot
3)If you don’t have these two things, it’ll be more than
just “the SEO” which suffers
Recommendation:
None of the major platforms are so bad you "can't SEO them"

85. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
5) Sometimes weird sh!t
happens

86. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
I put this in the middle to not linger too much on this

87. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Even if you think you’ve nailed
it, sometimes it isn’t enough

88. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Lack of skill?

89. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Unlucky?

90. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Google Trying to trip us up?

91. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Or maybe it’s because the whole
system is complex & opaque?

92. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Maybe it’s all of them

93. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Migration. From. Hell.

94. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Migration. From. Hell.
- Fresh look
- 75+ of new, unique
content
- TIGHT SEO standards
- 301’s redirects MOST
comprehensive
- Log files pre-post launch
OKAY

95. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Migration. From. Hell.

96. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Migration. From. Hell.
These continued drops
suggest something
more than just
migration at work

97. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
But don’t panic, the vast
majority of migration-relation
issues can be solved.

98. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)If you cannot find the answers related to on-site
factors, try to correlate drops with off-site
events/factors
2)Find someone to bounce ideas off
3)Don’t get complacent
4)Create a fall-back plan
Recommendation:
Sometimes weird sh!t happens

99. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
6) Most launches/
migrations fail because
they are too complex

100. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
More variables =
more chance to screw up

101. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
A bad idea:
Changing CMS, protocol & domain in one
go

102. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
An okay idea:
Changing CMS & domain in one go

103. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
A better idea:
Changing CMS first & waiting

104. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
It’s a choice between
A)Struggling to ID cause of drops (which
costs weeks/months

105. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
It’s a choice between
A)Struggling to ID cause of drops (which
costs weeks/months
and
B) Waiting weeks between events

106. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)Only make one large change at once
2)Clearly spell-out risks of each major variable
3)Increase expectation on post-launch time needed for
the more variables you introduce
Recommendation:
Most launches/ migrations fail because they are too complex

107. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
7) Investing in buy-in
upfront saves massively on
fixing screw-ups later on

108. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
“In order to carry a positive action we
must develop here a positive vision.”
-Dalai Lama

109. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Make friends with developers!

110. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Dogmatism is the biggest
enemy of SEO

111. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
SEOs aren’t popular on
projects...

112. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Let go of the stuff
you know is BS

113. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
But also understand you
HAVE to compromise
sometimes...

114. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
But stick with the stuff that matters

115. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)People perform better when they understand why
they’re doing what they’re doing
2)Confront any objections early-on
3)Don’t assume everyone’s goals are the same as your
own
4)Find a shared-goal, work towards it
5)Don’t be dogmatic
Recommendation:
Investing in buy-in upfront saves massively on fixing screw-ups later
on

116. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
8) Assumptions lead to the
biggest mistakes

117. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
“I thought ____ would have
checked the redirects before
launch”

118. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
“It was built in WordPress,
that shouldn’t have been a
problem”

119. Search Norwich
29th August 2019
@chrisgreen87
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@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
“Why would they have added
a second canonical tag?”

120. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Managing this can be tough -
we have to assume things

121. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
<a href="https://strategiq.co/what-we-do/web-development/">

122. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
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Search Norwich
29th August 2019
<title>Web Design + UX | StrategiQ</title>
<title>Web Design + UX |
StrategiQ</title>

123. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
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Search Norwich
29th August 2019
<link rel="canonical" href="https://strategiq.co/what-we-do/web-design-and-ux/" />
<title>Web Design + UX |
StrategiQ</title>

124. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Everything GoogleBot
sees...

125. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
It’s yours, here’s your
sheriff’s badge -own it!

126. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Trust that everyone has the best
intentions but monitor like you
expect the biggest screw-ups

127. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
These are all accidents - but the first
caused 2 week’s disruption

128. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1)Check everything you can
2)Anything which GoogleBot sees is your responsibility
3)Do not short-cut pre/post launch checks <- these take
time because they are important!
4)Do not assume every website will be built the same
way/correctly
Recommendation:
Assumptions lead to the biggest mistakes

129. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
9) SEOs build bad
websites, but so do
designers & developers

130. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
In the vast majority of cases
one person/skillset will make a
bad website

131. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Those who have suffered a poor
migration over-rely on SEO to
make a successful launch

132. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
1.Create an “SEO-friendly” template
2.Plan out the IA for the design team
3.Tell the content writers what to write

133. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
As long as “content that ranks well” is not
the same as content that sells well, you
need more people around the table

134. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
If this works, it’s either
because you’re lucky or you’re
paying a lot of money for a
great marketer

135. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Collaboration is what’s
needed here.

136. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
❏Iterate the sitemap based on keyword
research findings
❏Recommend IA changes to push key
areas
❏Outline content quantities based on
search-intent & competitive landscape

137. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Recommendation:
1)Develop a healthy respect for all the key project
team
2)Agree involvement/ milestones & when SEO is
needed
3)Know when something is or isn’t yours to “own” -
round pegs fit better in round holes

138. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
10) The biggest variable in
the process is organisation
size, not CMS

139. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
More stakeholders =
more opinions

140. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Recommendations get
watered-down

141. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
Goals are compromised.

142. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Not all tech SEO problems are
technical

143. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Recommendation:
1)Sometimes a battle is better fought with the
CMO rather than the CMS
2)Take as much time framing recommendations
as you do formulating them.

144. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
To finish

145. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
If you really struggle to know
where to start, invest in...

146. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Set Expectations Early
Too late!

147. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Benchmarking
(because some keywords drive traffic
when you don’t expect it)
https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success

148. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Comprehensive 301 mapping
(as many as you can*)
*https://strategiq.co/does-the-number-of-htaccess-rules-impact-performance-and-scalability/

149. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
@chrisgreen87
strategiq.co
Search Norwich
29th August 2019
And finally...

150. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Thank you.

151. Search Norwich
29th August 2019
@chrisgreen87
strategiq.co
Thank you.