expert panel session - seo content strategies - ionsearch 2012

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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

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Page 1: Expert Panel Session - SEO Content Strategies - ionSearch 2012

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

Page 2: Expert Panel Session - SEO Content Strategies - ionSearch 2012

ionSearch 2012

Lyndon Antcliff

Cornwall SEO

Page 3: Expert Panel Session - SEO Content Strategies - ionSearch 2012

SEO

Is

DEAD

Page 4: Expert Panel Session - SEO Content Strategies - ionSearch 2012

ionSearch 2012

Tony Wood

Eden Luxury Group

Page 5: Expert Panel Session - SEO Content Strategies - ionSearch 2012

Content Strategy

Tony Wood

Page 6: Expert Panel Session - SEO Content Strategies - ionSearch 2012

Very Interesting Times Indeed...

March 50 Pack

Page 7: Expert Panel Session - SEO Content Strategies - ionSearch 2012

{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}.

Page 8: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 9: Expert Panel Session - SEO Content Strategies - ionSearch 2012

“Tony, there are too many words on the page...”

Page 10: Expert Panel Session - SEO Content Strategies - ionSearch 2012

WITH HALF A MILLION PLUS SEASONAL SKU’S, ACROSS 18 SITES, ON CONTIGUOUS IP’S

Page 11: Expert Panel Session - SEO Content Strategies - ionSearch 2012

Product descriptions ARE content

Page 12: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 13: Expert Panel Session - SEO Content Strategies - ionSearch 2012

Curation – Real time dashboards

Page 14: Expert Panel Session - SEO Content Strategies - ionSearch 2012

Engagement Metrics

A DECADES WORTH OF PPC DATA

SEARCH DATA

ANALYTICS (ENGAGEMENT. CONVERSION ATTRIBUTION)

eCRM ANALYSIS (RETENTION MODELS)

CONVERSION ANALYSIS

Page 15: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 16: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 17: Expert Panel Session - SEO Content Strategies - ionSearch 2012

GOES WITHOUT SAYING…

rel=author

product rich snippets

Page 18: Expert Panel Session - SEO Content Strategies - ionSearch 2012

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One Stop Plus

Lane Bryant

Page 19: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 20: Expert Panel Session - SEO Content Strategies - ionSearch 2012

KNOWING WHEN TO SAY “NO!”

Page 21: Expert Panel Session - SEO Content Strategies - ionSearch 2012
Page 22: Expert Panel Session - SEO Content Strategies - ionSearch 2012

THANK YOU

Page 23: Expert Panel Session - SEO Content Strategies - ionSearch 2012

ionSearch 2012

Rob Hughes

home james

Page 24: Expert Panel Session - SEO Content Strategies - ionSearch 2012

hômejames driven by performance

SEO Content Strategies • ionSearch 2012

Rob Hughes @_robh_

Page 25: Expert Panel Session - SEO Content Strategies - ionSearch 2012

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

Page 26: Expert Panel Session - SEO Content Strategies - ionSearch 2012

hômejames driven by performance

Top Level Process – Same ol’ Game

Page 27: Expert Panel Session - SEO Content Strategies - ionSearch 2012

hômejames driven by performance

What got broke? How did we sort it?

Anchor text isn’t what it once was

Page 28: Expert Panel Session - SEO Content Strategies - ionSearch 2012

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!!

Page 29: Expert Panel Session - SEO Content Strategies - ionSearch 2012

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

Page 30: Expert Panel Session - SEO Content Strategies - ionSearch 2012

hômejames driven by performance

Creating a Structured Plan

Page 31: Expert Panel Session - SEO Content Strategies - ionSearch 2012

hômejames driven by performance

Conclusion

Be Smarter Be Quicker

Page 32: Expert Panel Session - SEO Content Strategies - ionSearch 2012