expert panel session - seo content strategies - ionsearch 2012
DESCRIPTION
TRANSCRIPT
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
ionSearch 2012
Lyndon Antcliff
Cornwall SEO
SEO
Is
DEAD
ionSearch 2012
Tony Wood
Eden Luxury Group
Content Strategy
Tony Wood
Very Interesting Times Indeed...
March 50 Pack
{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}.
“Tony, there are too many words on the page...”
WITH HALF A MILLION PLUS SEASONAL SKU’S, ACROSS 18 SITES, ON CONTIGUOUS IP’S
Product descriptions ARE content
Curation – Real time dashboards
Engagement Metrics
A DECADES WORTH OF PPC DATA
SEARCH DATA
ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION)
eCRM ANALYSIS (RETENTION MODELS)
CONVERSION ANALYSIS
GOES WITHOUT SAYING…
rel=author
product rich snippets
0
200
400
600
800
1000
1200
1400
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
-No
v
02
-No
v
03
-No
v
04
-No
v
05
-No
v
06
-No
v
07
-No
v
08
-No
v
09
-No
v
10
-No
v
11
-No
v
One Stop Plus
Lane Bryant
KNOWING WHEN TO SAY “NO!”
THANK YOU
ionSearch 2012
Rob Hughes
home james
hômejames driven by performance
SEO Content Strategies • ionSearch 2012
Rob Hughes @_robh_
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
hômejames driven by performance
Top Level Process – Same ol’ Game
hômejames driven by performance
What got broke? How did we sort it?
Anchor text isn’t what it once was
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!!
hômejames driven by performance
How much will it cost? How long will it
take?
What do we need to do?
Is anything stopping us?
How can we reach our audience?
Strategy Pre-Planning
hômejames driven by performance
Creating a Structured Plan
hômejames driven by performance
Conclusion
Be Smarter Be Quicker