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SEO and website analytics
Jim Raymond
7th November 2013
Sarah
Sarah100,000
1,000,000
10,000 – 1%
Sarah
5%
Sarah
21085%
Sarah
SarahEnvironment
LightWater
Food
Support
PestsJournal
Tending
SarahEnvironment
LightWater
Food
Support
PestsJournal
Tending
Environment - Community
Community Research• Research what you already know by looking at your
supporter and service user databases.– Their age,– Their likelihood to use digital– Their connection with the condition– Their location– What help they want from you– What support they want to provide to you
• Find out about the people you don’t already reach Use your contacts who work for local authorities, experts in the condition and people in the NHS.
Community Learnings• Awareness of the condition is low particularly in people below 50• People affected by the condition are typically in their 50s and
upwards.• People connected by the condition are also in their 50s and
upwards but children of those affected use the internet to find out information about the condition.
• Some Healthcare professionals are looking to improve their knowledge of the condition
• People with the condition are scattered across the UK and people in rural areas in particular find it hard to get referred by their GPs to specialist care centres
• etc
Community
Community - to do list• Research community• Make things easy to find• Simplify language &
remove jargon• Provide content for
specific audiences• Adopt a friendly tone• Stop Jeff in policy ever
writing content ever again!
Sunshine - Insight
Insight• 1) A service user has just been
diagnosed with a learning difficulty. What is the first thing available to them on your website?
• 2) A 16 year old's Dad has a learning difficulty. In a particularly low point, they want to find someone to talk with or some information on how to cope. What is available on your website?
• 3) A GP suspects that her patient has a learning dfficulty and is looking for a specialist care provider to refer them to. What information is available on your website for the GP?
Insight• 1) You have just been diagnosed with
a learning difficulty. What is the first thing you are going to search on Google for?
• 2) You are a 16 year old and your Dad has a learning difficulty. In a particularly low point, you want to find someone to talk with or some information on how to cope. What are you going to search for on Google?
• 3) You are a GP and you suspect that your patient has a learning difficulty. You are looking for a specialist care provider to refer them to. What are you going to search for on Bing?
Insight - to do list• Sign up for Google Webmaster
tools• Review keywords on your Google
Analytics• Use other sites such as Bing,
Yahoo, Youtube• Analyse your enquiry forms -
what questions are people asking, what words are they using?
• Review what people are searching for on your site search.
• Be a bit more careful what I search for on the web
Incognito/Inprivate browsing
Insight
Water - Content
Usage and qualityX
X
X
X
X X
X
X
X
X
X
X
X
X
X
Usage
X
Quality
Doesn’t exist
Zak Costperclick
Zak’s content guidelines• What is the user’s
question?
Eg What are the symptoms of pancreatic cancer
• Extract the keywords
Pancreatic cancer symptoms
Zak’s content guidelines• Use the keywords in:• Address/URL• Page title• First paragraph• Repeat in copy• Use in subheadings
Zak’s other ideas• Add a blog and create
entries consistently• Provide a moderated
forum and open your forum to Google
• If you can’t create relevant content that is interesting think Red Bull
• Go for dinner with Zak
Content schedule
Zak Costperclick
Google Grants• Free• Immediate increase in
traffic• Test wordings• Keyword research
tools• Seasonal and topical
ads• Lots of other charities
are doing it
Food - Links
Links - to do list• Remember Linkbait• Link to your own
pages• Use descriptive links• Ask people to link to
you especially trusted people
Monitor inbound links
www.opensiteexplorer.org
Links - social to do list• Tweet and post about
your own content• Add social sharing
tools to your site• Encourage all staff to
tweet and post• Engage with people
and include links in your responses
• Apart from Jeff in policy
Support - Technology
Zak Costperclick
SEO report
Web agency - to do list• Add XML sitemap• Update Robots.txt• Use H1,H2,H3 tags
correctly• Add alt text on
images.• URLs should use page
titles and be unique and permanent
Website tender requirements• Add XML sitemap• Update Robots.txt• Use H1,H2,H3 tags
correctly• Add alt text on
images.• URLs should use page
titles and be unique and permanent
Pests - Competitors
Consider how you respond• Attack!
– Compete on keywords
• Coexist– Go after related keywords
• Collaborate– Agree on complementary
keywords you will each target
Journal - Analytics
Reading statistics• Date range – three months• Compare against last year not last month – like for
like• All it can tell you is up, down, or the same – don’t
look for accuracy that isn’t there• Aim for “up and to the right”• 5 mins every day, 10 mins once a week, 1 hour
every month, 3 hours every 3 months.• Remember external effects – usage inflation,
marketing activities, wider events.
Sarah’s KPIs• Visits• Bounce rate• Pages per visit• Visit duration• Top 30 pages• Goals• Conversion• Mobile
Cool stats – real time
Cool stats – in page analytics
Sarah
Sarah
Sarah
Sarah
Tending - SEO Habits
SEO Habits
• Little and often: – light, water, feed,
journal• Occasional
– support, pests• Once in a while
– review environment, pruning.
SEO Habits
• Little and often: – Insight, content, links,
stats• Occasionally
– technology, competitors
• Once in a while– review community,
remove content.
Sarah
5%
Sarah
50%
Sarah
2108
Sarah
2025
What about you?
5%
2108
What’s next• Learn
• Employ
• Ask an expert
What’s next• Learn
• Employ
• Ask an expert
• http://moz.com/beginners-guide-to-seo
• http://econsultancy.com/uk/blog/7971-50-search-marketing-starter-guide-rules
• http://searchengineland.com/seotable
• http://www.matthewwoodward.co.uk/jargon-buster/
Answers to queries• Learn
• Employ
• Ask an expert
• http://www.searchenginejournal.com/how-to-be-included-in-googles-news-feed/64363/
• http://www.seo-news.com/wordpress-seo-the-good-the-bad-and-the-downright-ugly/
• http://econsultancy.com/uk/blog/63614-has-hummingbird-changed-seo-forever
What’s next• Learn
• Employ
• Ask an expert
• Employ a gardener• Someone who knows
what they are doing and has the time.
• A good compromise is to have an external expert and a volunteer.
• Or you may employ an apprentice or intern.
What’s next• Learn
• Employ
• Ask an expert
• Advisor• Initial work to improve
SEO• Ongoing activity
www.cicada-online.comNovember 2013
www.cicada-online.com
We can do the same for you.Ned Wells Director
Cicada Online LtdHamilton House1B Howard StreetOxford OX4 3AY
E: [email protected]: 07813 894 341
For further information about Cicada Onlinevisit our website at www.cicada-online.com
Digital Marketing Services
Netcel offers a full range of Digital Marketing services
SEO (Search Engine Optimisation)
PPC (Pay-Per-Click) Campaign Management
Email Marketing Consultancy
Social Media Strategy
• Full service digital agency
• Formed 1995 & based in St Albans
• Strategic web solutions developed from:
Planning & Consultancy, Creative Services
Technical, Development, Digital Marketing
Hosting & Support
• 100% key partnerships retained for 10+ years
• Exemplary levels of staff retention
30+ permanent staff
Trusted pool of contractors
• Innovation Labs and Knowledge Sharing
About Netcel
Sector experience Diverse client base
…with a focus on charity and NFP
Third SectorCharity clients
ABOUT/CHAMELEONChameleon are a ‘digital first’ agency based in Soho, London.
Our core team of 20 is made up of digital creatives, marketers, technologists, architects and strategists.
We are agile and adaptive and know about everything from website design and development through to detailed technology platform selection and advanced traffic generation techniques.
We create engaging and effective digital solutions for our clients that motivate and mobilise people.
/DIGITAL MARKETING SERVICESCHAMELEON
PAY PER CLICK/GOOGLE GRANT & PAID
• Sector Specialists: Chameleon has 15 years of experience in the non-profit sector.
• Results Orientated: Before every campaign we agree core KPIs for the project to maintain a clear focus.
• Proven Track Record: Chameleon have applied for, built and managed numerous Google Grant accounts, taking them to $40k per month media spends.
• Fundraising Support: There are times when the Google Grant cannot support online objectives, so Chameleon uses paid-for accounts to support online giving campaigns and event registrations.
SEARCH/SEARCH ENGINE OPTIMISATION• Bespoke Packages: Chameleon provides bespoke SEO solutions, tailored to individual clients needs.
• No Unethical “Back Hat” techniques: Chameleon does not use, and will not use unethical techniques to manipulate search results for a quick fix.
• On-Page: Getting your own website correctly optimised is the first stage of any SEO campaign.
• Off-Page: Through coordinated outreach campaigns Chameleon will gain high quality links back to your site.
Google Analytics: Consultancy, implementation & reporting
OUR CLIENTS
SarahEnvironment
LightWater
Food
Support
PestsJournal
Tending
SarahEnvironment
LightWater
Food
Support
PestsJournal
Tending
SEOEnvironment - Community
Light – Insight Water -
Content
Food - Links
Support - Technology
Pests - Competitors Journal -
Analytics
Tending – SEO habits
Second Person• Launching in January, Second Person will be a Digital
Mentoring company specialising in charities and universities.
• Second Person supports:– Directors with strategic direction and confidence building around
Digital, – Managers to build business cases for digital, set KPIs and put in
place effective resourcing plans– Digital natives communicate more effectively.
• If you would like to find out more about Second Person, then do come and see me at lunchtime.
Thank you• Jim Raymond
• uk.linkedin.com/in/jimtraymond/
