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

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

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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