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Kerry Mullin
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Kerry Mullin
April 26, 2024
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Kerry Mullin
SEO Synergy: Why we matter at each point in a website's lifetime.
Kerry Mullin
April 26, 2024
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Transcript
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Aim to never do a job twice. -My Dad
Why? The Three Stages. Collaboration. A gift. Agenda.
SEO is more than keywords. Developers are not SEOs. It’s
a non-negotiable.
3 The Three Stages. BUILD & DESIGN 1 MIGRATION 2
POST LAUNCH & GROWTH
& BUILD DESIGN
1 2 3 4 Build & Design. Brief Keyword Research
Site Structure Technical Health
SEO VS DEV
Your site is not optimal for search. Lots of fixes,
ultimately doing the job twice. A pretty site, but Google can't crawl or index it. What could possibly go wrong? That growth target, push it back.
Continuously beat the SEO drum. Educate all team members regarding
impact. Plan your MVP and most desired outcome. How can we prepare? Be an opportunist (respectfully).
446% increase in total sales 2023 v 2022. 155% increase
in overall website visibility in the SERPs. 132% increase in page one keywords over the last 12 months. Case Study.
MIGRATION
1 2 3 4 Migration. Scope Tidy Up Benchmark QA
Planned or Last minute
Crawling & Indexing carnage. Performance loss. Delayed recovery. What could
possibly go wrong? That growth target, push it back.
Preserved and improved rankings. Organic traffic increase. Improved crawlability. What
could possibly go right? Stability.
100% Case Study. Visibility uplift
& POST LAUNCH GROWTH
1 2 3 4 Channel Mix. Strengths Keyword Share Strategise
Impact Report
Working in Silo VS Working Together
Cannibalisation. Wasted spend. Performance frustrations. What could possibly go wrong?
Lack of strategy to own your space.
Data share. Joined up approach to planning. The ability to
be reactive. How can we prepare? Impact reporting.
I HAVE SOMETHING FOR YOU.
16 point migration timeline. SEO x Paid collaboration document. 12
point build/design checklist. SEO Manual.
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