@hannahjthorpe

FROM  RECOMMENDATION  TO  IMPLEMENTATION

@hannahjthorpe

Hannah  ThorpeHead  of  SEO

@hannahjthorpehthorpe@white.net

Technical  SEO

Content  Marketing

Social  Strategy  

I  improve  websites  for  customers,

which  helps  brands  sell  more  

@hannahjthorpe

Why  do  we  produce  audits?  

-­‐ To  improve  performance  of  a  website

@hannahjthorpe

Don’t  let  your  audits  end  up  in  the  ‘technical  audit  graveyard’

@hannahjthorpe

Sometimes  blue  sky  thinking  just  isn’t  enough.

Let’s  get  practical.

@hannahjthorpe

There    is  no  such  thing  as  ROI  if  you  are  not  

implementing

@hannahjthorpe

Who  actually wants  to  read  an  audit?  

@hannahjthorpe

One  technical  audit,  fully  implemented  =105.2% increase  in  number  of  organic  sessions  the  

following  month

@hannahjthorpe

WHY  AREN’T  WE  IMPLEMENTING?

@hannahjthorpe

NO  TIME

LACK  OF  UNDERSTANDING

UNINTENDED  CONSEQUENCES  

UNEXPECTED  VOLUME  OF  WORK  

LIMITED  RESOURCE  NO  MOTIVATION

CONFLICTING  VIEWS

@hannahjthorpe

RUBBISH  EXCUSES

@hannahjthorpe

THE RULEBOOK

@hannahjthorpe

Define  the  why1

Quantify  everything2

Prioritise your  tasks3

Show  relationships4

Understand  your  stakeholders5

JFDI6

@hannahjthorpe

Define  the  why1RULE

@hannahjthorpe

Amend  all  broken  links  either  by  removing  the  link  or  replacing  with  a  link  to  the  relevant  page…  

…this  will  improve  the  UX  on  site,  and  the  way  authority  flows  around  the  entire  site…  

…which  means  better  ranking  ability  to  generate  organic  traffic  and  more  likelihood  to  convert  users  who  have  a  good  experience  on  site.

@hannahjthorpe

Quantify  everything2RULE

@hannahjthorpe

Long  lists  of  tasks  will  seem  intimidating  &  difficult  to  relate  to  day-­‐to-­‐day

Task Time Complexity

@hannahjthorpe

Prioritise your  tasks3RULE

@hannahjthorpe

Task Time Complexity Priority

Score  1  -­‐ 3  Based  on  impact,  not  ease  of  implementation  -­‐ ‘quick  wins’  

@hannahjthorpe

Show  relationships4RULE

@hannahjthorpe

Milestone  Tasks

Individual  Tasksvs.

@hannahjthorpe

MON TUE WED THU FRI SAT SUN

TASK  A

TASK  B

TASK  C

TASK  D

TASK  E

TASK  F

@hannahjthorpe

Understand  your  stakeholders5RULE

@hannahjthorpe

Practice  what  you  preach  &  use  

PERSONAS

@hannahjthorpe

@hannahjthorpe

JOB  TITLES  

PERSONALITIESvs.

@hannahjthorpe

“You  look  like  you  work  in  marketing”

@hannahjthorpe

THE  PLAYFULS

THE  POWERFULS

THE  PEACEFULS

THE  PRECISES

http://www.forbes.com/sites/hannylerner/2013/03/05/understand-­‐peoples-­‐personalities-­‐and-­‐become-­‐successful/#3da96fdf6a8bw

@hannahjthorpe

JFDI6RULE

@hannahjthorpe

Ask  for

FORGIVENESSNot

PERMISSION

@hannahjthorpe

In  Real  Life

@hannahjthorpe

What  happens  when...“I implemented and it all went

wrong”

@hannahjthorpe

Why  did  you  do  it?

Alternative  option?

How  are  you  fixing  it?

@hannahjthorpe

THE  PLAYFULS

THE  POWERFULS

THE  PEACEFULS

THE  PRECISES

@hannahjthorpe

Make  good  choices.