business case british council
DESCRIPTION
International Search Summit in London , Oct-2010TRANSCRIPT
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www.britishcouncil.org | [email protected] | Twitter: @davidcarralon 1
SEM at the British Council
The UK’s International network for cultural relations, education and arts
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Cultural relations for the twenty-first century
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■Cultural relations is the building of engagement and trust between people of different cultures through the exchange of knowledge and ideas
Cultural relations is about
engagement and trust between
people of different cultures
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What does the British Council do?
■ We promote cultural relations in:
■ Arts
■ Education
■ Science
■ Governance
■ English
■ And in two businesses
■ Teaching and Exams
■ Managing contracts
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon 5
Click to return to contents
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Challenges
■ Shrinking marketing budgets
■ Scarce staff resources
■ Increase pressure from government to raise income
■ Faster implementation
■ Technical constraints
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon 6
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The British Council Web Network
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The Web network : 560 websites
www.britishcouncil.org
.org/greece
.org/portugal
Org/italy
.org/spain
.org/ireland
.org/india
.org/thailand
.org/japan
.org/burma
.org/hongkong
.org/singapore
.org/brasil
.org/france
.org/chile
.org/uruguay
.org/mexico
.org/venezuela
.org/argentina
.org/colombia
.org/jordan
.org/jordan
.org/jordan
.org/jordan
.org/jordan
.org/jordan
.org/czechrepublic
.org/poland
.org/slovakia
.org/hungary
.org/sweden
.org/russia
Project site
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Project site
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Project site
Project site
Project/Programme
web sites
Europe Asia LATAM MiddleEast East Europe & Russia
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Project Websites
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Technical SEO Issues
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Domain name system
Top Level Domain (TLD) .org +
100 country websites Root level-based
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Accessibility (Javascript-based navigation)
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Duplicate content
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Editorial Content turns into duplicate content
Content
Source
Oh la, lah, same content in
in 80 diff. pages under the
directory structure and
without geotargetting via
GWMTs
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Indexation problems
Click to return to contents
Rusty, old CMS Localisation via IP addresses not possible
■ Our servers are hosted in the UK
■ CDN Akamai uses US-based IP addresses,
Swedish and German ones
Website Speed Performance issues
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404s
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Solutions : Low cost SEO that works
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The Brand
Our brand is our strength
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The Brand
The Brand brings SEO value
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Alternative ways to distribute Pagerank
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Ultimately you have to achieve the following
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Try with low-hanging fruit link-building
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Online PR = Effective & Inexpensive Link Building
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Online PR = Effective & Inexpensive Link Building
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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British Council France case study
2005-06
Average monthly site
visits: 45,000
2004-05
Average monthly
site visits: 20,000
2006-07
Average monthly site visits:
60,000
2007-08
Average monthly site
visits: 70,000
2008-09
Average monthly site
visits: 95,000
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Traffic growth matched by Exams registrations
1. website traffic for British
Council France
2. Exams registrations:
IELTS, Cambridge &
BULATS exams
No. Website visits per year
208621253056
285354
603150
785226
938316
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09
7415 7141 6891
10170
13891
17783
-4% -3% 47% 36% 28%
-2000
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09
Registrations increases
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Spread the word about SEO within the organisation
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Deliver Low cost Training
■ British Council SEO Guide
■ Step by Step Guides
■ SEO Videos
■ Webinars
■ Templates
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Identifying and educating champions
■ A personal approach with the champions
■ Get a tool like Basecamp to set up basic SEO Project templates
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Summary
■ Accessibility is a must: Easy spidering of content = more
indexation
■ Harness the potential of your Homepage (PageRank flow)
■ Identify other high link juice Internal pages and link to business–
critical pages on your site
■ Not enough to rank? Go and get easy links: eg: local directory
links
■ Consider Online PR to complement the above
■ Find allies within your .org that can help you build the case for
SEO and give credit!!
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon
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Cultural relations for the twenty-first century
www.britishcouncil.org | [email protected] | Twitter: @davidcarralon