Alina GhostTesco PLC

Managing SEO in a Complex Business

@MrsAlinaGhost

@MrsAlinaGhost

5 Years

3 Retailers

1st Talk

✓ 5 Years

✓ 3 Retailers

✓ 1st Talk

@MrsAlinaGhost

@MrsAlinaGhost

2.Prioritisation

3.Enablisation

1.Categorisation

@MrsAlinaGhost

1. Categorisation

@MrsAlinaGhost

Categorisation 1

Insert a spider diagram of categories of site

Then slide with products

Zooming out to show a massive spider diagram on slide #3

@MrsAlinaGhost

Categorisation 2

Then slide on subcategories

Zooming out to show a massive spider diagram on slide #3

@MrsAlinaGhost

Categorisation 3

Subcategories with subcats and with products

@MrsAlinaGhost

?

@MrsAlinaGhost

@MrsAlinaGhost

@MrsAlinaGhost

@MrsAlinaGhost

THIS WAY

@MrsAlinaGhost

@MrsAlinaGhost

@MrsAlinaGhost

2. Prioritisation

@MrsAlinaGhost

Know your Business Objective

@MrsAlinaGhost

@MrsAlinaGhost

@MrsAlinaGhost

@MrsAlinaGhost

2.1Prioritise for SEO

@MrsAlinaGhost

Dog Beds: 60k

Pet Supplies: 5k

Dog Supplies: 1k

@MrsAlinaGhost

Don’t Look at Pages in Isolation

@MrsAlinaGhost

Find Pages that Rank

@MrsAlinaGhost

Build Your Doorway

@MrsAlinaGhost

3. Enablisation (Enabling)

@MrsAlinaGhost

Relationship Building

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Consultation

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Training

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Repetition

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Access to Tools

Access to Tools

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Processes

@MrsAlinaGhost

2.Prioritisation

3.Enablisation

1.Categorisation

@MrsAlinaGhost

Thank you