Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo...
-
Upload
vertical-leap -
Category
Marketing
-
view
352 -
download
0
description
Transcript of Implementing SEO as part of a complex Marketing Strategy - Uk Mail - Vertical Leap Ecommerce Expo...
Implementing SEO as part of a complex Marketing
Strategy Harpinder Sohal
Head of Online Marketing (UK Mail)
Profile overview
• 10 years in Online Marketing/Digital/eCommerce • UK Mail since 2011 • ipostparcels.com – Pure play start-up (Sept 2011)
Key takeaways…
Key takeaways
• How to assess and implement changes to improve your SEO visibility.
• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
• How content is the key to expanding search visibility
The beginning…
Where we started
• Brand launch of ipostparcels.com in late 2011 • SEO campaign targeting a link building
strategy • Quantity vs. quality • Short and sharp progress • Google’s un-natural link profile warning in WMT
Link building
One Off SEO Work iPostParcels
KEYWORDS 35
PAGES FOR CONTENT & META 7
PAGES FOR META ONLY 5
INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250
BLOG INTEGRATION YES
PR SECTION YES
Monthly SEO Workflow
FREE DIRECTORY SUBMISSIONS 300
BLOGS X 250 WORDS 6
BLOGS PUBLISHED TO WEBSITE 6
SOCIAL BOOKMARKING SUBMISSIONS 120
ARTICLES X 300 WORDS 2
ARTICLE SUBMISSIONS (TOTAL) 100
PRESS RELEASES TO 100 PORTALS 2 then 1 alternate
PRESS RELEASES SUBMITTED TO SITE 2 then 1 alternate
NEW DIRECTORY SUBMISSIONS 15
GUARANTEED DIRECTORY SUBMISSIONS 8
FREE BUSINESS DIRECTORY SUBMISSIONS 15
THEMED LINKS (PR 0) 7
PR 1 LINKS 6
PR 2 LINKS 3
CONTEXTUAL BLOGS 3
PROFILE CREATIONS 1
The plan?
Backlinks & referrals
Backlinks & referrals
Bad times…
How we reacted
All change
• SEO landscape turned upside down – Penguin (April 2012)
• Effect on keyword rankings • Change of agency (iProspect Manchester) • Change of SEO strategy • Matt Cutts blog on buying links
A new plan
• Strategising SEO to customer (and Google!) needs with Vertical Leap
• Focus on unique, high quality & relevant content
Content that is
genuinely sharable…
Sprouts of success
The way forward
• Strategizing SEO to customer (and Google!) needs with Vertical Leap
• Focus on unique, high quality & relevant content • Keywords are so last season! • Diversifying content strategy & engaging social
media • Integrating SEO into the Marketing mix e.g. PPC • Impact on search visibility
On the up…
Organic traffic growth
Search visibility
Search profile
Where we are now
Conclusion
• Identify specific activity that could be detrimental to SEO
• Diversify your content output & ensure its engaging
• Incorporate SEO into ALL your marketing channels • Content is still very much…
questions
Harpinder Sohal
Dave Colgate
Head of Online Marketing @HarpsSohal
Search Specialist @SEODave