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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO Head of SEO at Absolute Digital Media Hi! About Lazy SEO strategy really pisses me off 6+ years in SEO

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@SophieBrannon #brightonSEO 01 02 03 04 05 06 07 08 Contents Where The F**K Do I Even Start? What To Know Before You Even Look At A Website How The Audience Funnel Can Influence Your Strategy Competitors & Your Strategy Thinking Outside The Box Covering The Basics Prioritisation Ongoing Evaluation

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Where the F**K Do I Even Start? @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO Core Business Objectives Increased Online Visibility Increased Organic Traffic Increased Enquiries Increased Revenue Increased Transactions

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Never Just Assume...

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@SophieBrannon #brightonSEO E-Commerce Vs. Branding Not every e-Commerce website wants to prominently sell online. Sometimes, they want something different from their SEO.

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Not All Transactions Are ‘Valuable’

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@SophieBrannon #brightonSEO What Does ‘Success’ Mean To You? @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO Target Market W H O A R E T H E C U S T O M E R S Y O U W A N T T O C AT E R T O ? What are their profiles and visual personas? Target Market 01 Visualise the people who will turn to you for solutions. Target Market 02

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@SophieBrannon #brightonSEO Audience Funnel Awareness Interest Desire Action

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@SophieBrannon #brightonSEO Audience Funnel Awareness Interest Consideration Evaluation Engagement Action Loyalty

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO An average B2B buyer’s journey involves 13 pieces of content

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@SophieBrannon #brightonSEO Consider all of the touchpoints along the user journey @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO Copying competitors is not a good ‘strategy’ But finding the gaps can be.

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Competitor Gaps Are your competitors capturing areas of the market that you want to appear?

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@SophieBrannon #brightonSEO Discovering how your target market could be finding your competitors can help them to find you instead S E M R U S H K E Y W O R D G A P T O O L

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Competitor Gaps Are your competitors gaining links from publications that you want to see your brand in?

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@SophieBrannon #brightonSEO Is your competitor’s link velocity higher? A H R E F S D O M A I N C O M P A R I S O N

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But Don’t Just Rely On Tools

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@SophieBrannon #brightonSEO “” But I ran a few competitors through the tool and there wasn’t much that came out except some long-tail blog ideas, so I guess there’s not much else we can do

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO “” The link tool came up with some link gaps but they’re all big publications, but the client doesn’t do digital PR so I guess we can’t get them

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Thinking Outside The Box Can Push Your SEO Strategy Further

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Industry Niche Is Important For Any SEO Strategy…

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO …But A Blanket Approach Won’t Work

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@SophieBrannon #brightonSEO Creative digital PR & technical SEO

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@SophieBrannon #brightonSEO Content around the ‘Sciences’ of CBD to build trust

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Covering The Basics Will Always Be Important In SEO Strategy

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@SophieBrannon #brightonSEO Keyword Mapping can help to structure your content strategy 01

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@SophieBrannon #brightonSEO Allow you to target specific terms to the most relevant pages 02

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@SophieBrannon #brightonSEO Help you to avoid content cannibalisation 03

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@SophieBrannon #brightonSEO Can provide transparency to help promote buy-in 04

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@SophieBrannon #brightonSEO Help you to properly structure your website’s architecture 05

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understanding the funnel, competitors and objectives can help you with your keyword mapping

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@SophieBrannon #brightonSEO And your keyword mapping can help with your strategy targeting

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@SophieBrannon #brightonSEO And don’t forget your internal linking!

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But What About Technical Health?

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@SophieBrannon #brightonSEO Auditing technical health can help you with your priorities

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@SophieBrannon #brightonSEO If Google can’t crawl or index your site, then what’s the point?

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@SophieBrannon #brightonSEO Accessibility Crawlability Indexing Architecture Page Experience Structured Data Rendering Pagination Elements

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Take A Step Back

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@SophieBrannon #brightonSEO Prioritise your high impact, low effort tasks

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@SophieBrannon #brightonSEO See the bigger picture: what’s really vital?

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@SophieBrannon #brightonSEO How do these technical changes fit with the wider strategy?

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@SophieBrannon #brightonSEO What can you actually implement?

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO @SophieBrannon #brightonSEO And then, there’s links…

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@SophieBrannon #brightonSEO Your link acquisition strategy will be heavily influenced by budget

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@SophieBrannon #brightonSEO Data-driven Campaigns

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@SophieBrannon #brightonSEO Content Campaigns

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@SophieBrannon #brightonSEO Reactives / Newsjacking

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@SophieBrannon #brightonSEO Expert Commentary

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@SophieBrannon #brightonSEO FOI Requests

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@SophieBrannon #brightonSEO The final step out of all of this…

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Prioritisation

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Impact

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Effort

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Viability

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@SophieBrannon #brightonSEO Know what you can & what you can’t do

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@SophieBrannon #brightonSEO And how many ears you need to bend to get what you need done

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@SophieBrannon #brightonSEO SEO could be an after thought for the brand you’re working on

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@SophieBrannon #brightonSEO Pivot the focus, build trust & show the ‘why’

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@SophieBrannon #brightonSEO Find the balance between SEO & brand

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@SophieBrannon #brightonSEO ‘Best practice’ for SEO won’t always resonate with the client

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@SophieBrannon #brightonSEO And it won’t always resonate with the target audience

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@SophieBrannon #brightonSEO Ongoing Evaluation @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO SEO strategy should never be a one-time process…

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@SophieBrannon #brightonSEO New competitors can enter the market

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@SophieBrannon #brightonSEO Competitors might start investing more in their SEO

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@SophieBrannon #brightonSEO Google could shake things up

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@SophieBrannon #brightonSEO Business objectives can change

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@SophieBrannon #brightonSEO Results might not come as expected

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Continually pivot your focus based on performance, market changes & new opportunities Continually pivot your focus based on performance, market changes & new opportunities

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Key Takeaways

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Business Objectives

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Niche

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Website’s Background

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Resource

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Priorities

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Understand The Viability Of What You Want To Do

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO And That’s Your Strategy!

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO But don’t forget to make sure your strategy evolves with the business

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO Thank you!

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@SophieBrannon #brightonSEO @SophieBrannon #brightonSEO https://absolute.digital/meeting-with-jodie-whittle/