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Kerry Mullin

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April 26, 2024
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Kerry Mullin

SEO Synergy: Why we matter at each point in a website's lifetime.

Avatar for Kerry Mullin

Kerry Mullin

April 26, 2024
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Transcript

  1. None

  2. Aim to never do a job twice. -My Dad

  3. Why? The Three Stages. Collaboration. A gift. Agenda.

  4. SEO is more than keywords. Developers are not SEOs. It’s

    a non-negotiable.

  5. 3 The Three Stages. BUILD & DESIGN 1 MIGRATION 2

    POST LAUNCH & GROWTH

  6. & BUILD DESIGN

  7. 1 2 3 4 Build & Design. Brief Keyword Research

    Site Structure Technical Health

  8. SEO VS DEV

  9. 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.

  10. 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).

  11. 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.

  12. MIGRATION

  13. 1 2 3 4 Migration. Scope Tidy Up Benchmark QA

  14. Planned or Last minute

  15. Crawling & Indexing carnage. Performance loss. Delayed recovery. What could

    possibly go wrong? That growth target, push it back.

  16. Preserved and improved rankings. Organic traffic increase. Improved crawlability. What

    could possibly go right? Stability.

  17. 100% Case Study. Visibility uplift

  18. & POST LAUNCH GROWTH

  19. 1 2 3 4 Channel Mix. Strengths Keyword Share Strategise

    Impact Report

  20. Working in Silo VS Working Together

  21. Cannibalisation. Wasted spend. Performance frustrations. What could possibly go wrong?

    Lack of strategy to own your space.

  22. Data share. Joined up approach to planning. The ability to

    be reactive. How can we prepare? Impact reporting.

  23. I HAVE SOMETHING FOR YOU.

  24. 16 point migration timeline. SEO x Paid collaboration document. 12

    point build/design checklist. SEO Manual.
  25. None