SEO Strategy: Where The F**K Do I Even Start?

@SophieBrannon #brightonSEO

@SophieBrannon #brightonSEO Head of SEO at Absolute Digital Media Hi!
About Lazy SEO strategy really pisses me off 6+ years in SEO

@SophieBrannon #brightonSEO 01 02 03 04 05 06 07 08
Contents Where The F**K Do I Even Start? What To Know Before You Even Look At A Website How The Audience Funnel Can Influence Your Strategy Competitors & Your Strategy Thinking Outside The Box Covering The Basics Prioritisation Ongoing Evaluation

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Where the F**K Do I Even
Start? @SophieBrannon #brightonSEO

@SophieBrannon #brightonSEO Core Business Objectives Increased Online Visibility Increased Organic
Traffic Increased Enquiries Increased Revenue Increased Transactions

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Never Just Assume...

@SophieBrannon #brightonSEO E-Commerce Vs. Branding Not every e-Commerce website wants
to prominently sell online. Sometimes, they want something different from their SEO.

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Not All Transactions Are ‘Valuable’

@SophieBrannon #brightonSEO What Does ‘Success’ Mean To You? @SophieBrannon #brightonSEO

@SophieBrannon #brightonSEO Target Market W H O A R E
T H E C U S T O M E R S Y O U W A N T T O C AT E R T O ? What are their profiles and visual personas? Target Market 01 Visualise the people who will turn to you for solutions. Target Market 02

@SophieBrannon #brightonSEO Audience Funnel Awareness Interest Desire Action

@SophieBrannon #brightonSEO Audience Funnel Awareness Interest Consideration Evaluation Engagement Action
Loyalty

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO An average B2B buyer’s journey involves
13 pieces of content

@SophieBrannon #brightonSEO Consider all of the touchpoints along the user
journey @SophieBrannon #brightonSEO

@SophieBrannon #brightonSEO Copying competitors is not a good ‘strategy’ But
finding the gaps can be.

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Competitor Gaps Are your competitors capturing
areas of the market that you want to appear?

@SophieBrannon #brightonSEO Discovering how your target market could be finding
your competitors can help them to find you instead S E M R U S H K E Y W O R D G A P T O O L

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Competitor Gaps Are your competitors gaining
links from publications that you want to see your brand in?

@SophieBrannon #brightonSEO Is your competitor’s link velocity higher? A H
R E F S D O M A I N C O M P A R I S O N

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But Don’t Just Rely On Tools

@SophieBrannon #brightonSEO “” But I ran a few competitors through
the tool and there wasn’t much that came out except some long-tail blog ideas, so I guess there’s not much else we can do

@SophieBrannon #brightonSEO “” The link tool came up with some
link gaps but they’re all big publications, but the client doesn’t do digital PR so I guess we can’t get them

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Thinking Outside The Box Can Push
Your SEO Strategy Further

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Industry Niche Is Important For Any
SEO Strategy…

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO …But A Blanket Approach Won’t Work

@SophieBrannon #brightonSEO Creative digital PR & technical SEO

@SophieBrannon #brightonSEO Content around the ‘Sciences’ of CBD to build
trust

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Covering The Basics Will Always Be
Important In SEO Strategy

@SophieBrannon #brightonSEO Keyword Mapping can help to structure your content
strategy 01

@SophieBrannon #brightonSEO Allow you to target specific terms to the
most relevant pages 02

@SophieBrannon #brightonSEO Help you to avoid content cannibalisation 03

@SophieBrannon #brightonSEO Can provide transparency to help promote buy-in 04

@SophieBrannon #brightonSEO Help you to properly structure your website’s architecture
05

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understanding the funnel, competitors and objectives
can help you with your keyword mapping

@SophieBrannon #brightonSEO And your keyword mapping can help with your
strategy targeting

@SophieBrannon #brightonSEO And don’t forget your internal linking!

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But What About Technical Health?

@SophieBrannon #brightonSEO Auditing technical health can help you with your
priorities

@SophieBrannon #brightonSEO If Google can’t crawl or index your site,
then what’s the point?

@SophieBrannon #brightonSEO Accessibility Crawlability Indexing Architecture Page Experience Structured Data
Rendering Pagination Elements

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Take A Step Back

@SophieBrannon #brightonSEO Prioritise your high impact, low effort tasks

@SophieBrannon #brightonSEO See the bigger picture: what’s really vital?

@SophieBrannon #brightonSEO How do these technical changes fit with the
wider strategy?

@SophieBrannon #brightonSEO What can you actually implement?

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO @SophieBrannon #brightonSEO And then, there’s links…

@SophieBrannon #brightonSEO Your link acquisition strategy will be heavily influenced
by budget

@SophieBrannon #brightonSEO Data-driven Campaigns

@SophieBrannon #brightonSEO Content Campaigns

@SophieBrannon #brightonSEO Reactives / Newsjacking

@SophieBrannon #brightonSEO Expert Commentary

@SophieBrannon #brightonSEO FOI Requests

@SophieBrannon #brightonSEO The final step out of all of this…

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Prioritisation

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Impact

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Effort

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Viability

@SophieBrannon #brightonSEO Know what you can & what you can’t
do

@SophieBrannon #brightonSEO And how many ears you need to bend
to get what you need done

@SophieBrannon #brightonSEO SEO could be an after thought for the
brand you’re working on

@SophieBrannon #brightonSEO Pivot the focus, build trust & show the
‘why’

@SophieBrannon #brightonSEO Find the balance between SEO & brand

@SophieBrannon #brightonSEO ‘Best practice’ for SEO won’t always resonate with
the client

@SophieBrannon #brightonSEO And it won’t always resonate with the target
audience

@SophieBrannon #brightonSEO Ongoing Evaluation @SophieBrannon #brightonSEO

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO SEO strategy should never be a
one-time process…

@SophieBrannon #brightonSEO New competitors can enter the market

@SophieBrannon #brightonSEO Competitors might start investing more in their SEO

@SophieBrannon #brightonSEO Google could shake things up

@SophieBrannon #brightonSEO Business objectives can change

@SophieBrannon #brightonSEO Results might not come as expected

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Continually pivot your focus based on
performance, market changes & new opportunities Continually pivot your focus based on performance, market changes & new opportunities

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Key Takeaways

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Business Objectives

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Niche

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Website’s Background

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Resource

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Priorities

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Viability Of What You
Want To Do

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO And That’s Your Strategy!

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But don’t forget to make sure
your strategy evolves with the business

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Thank you!

@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO https://absolute.digital/meeting-with-jodie-whittle/

SEO Strategy: Where The F**K Do I Even Start?

SEO Strategy: Where The F**K Do I Even Start?

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