brighton seo charity roundtable

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BrightonSEO charity roundtable 11 th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved Charity and NGO roundtable www.cicada-online.com 11 th April 2013

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Market watch: what's changing in the digital / SEO marketplace and how is this relevant to charities? Industry best practice: SEO processes & skills SEO insight and measurement, financial planning

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Page 1: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Charity and NGO roundtable

www.cicada-online.com 11th April 2013

Page 2: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Coming up… Item Timings

Arrival, coffee, introductions 4:00 to 4:15

Discussion

Your aims for today’s session 4:15

Market watch 4:25

Industry best practice 4:35

Insight and measurement 4:45

Financial planning 4:55

Key resources and allocation 5:05

Close, coffee, networking 5:15 to 5:30

Page 3: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Your aims for todays sessions

1 thing you’d like to get out of this afternoon’s discussion?

Timings: 4:15 to 4:25

Page 4: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

“Market watch”

What's changing in the digital / SEO marketplace and how is this relevant to charities?

•  Google algorithm

•  Proliferation of software tools: for research, insight, and analysis

•  Social media developments Timings: 4:25 to 4:35

Page 5: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Industry best practice

•  Processes ~ best way to 'do' SEO?

•  Response to algorithmic changes ~ Impact of Panda & Penguin and other changes to Google: has SEO got harder?

•  Skills ~ the breadth of skills required, touch-points with marketing, communications, PR, web development

Timings: 4:35 to 4:45

Page 6: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

How we work ~ process overview

2.  Review website performance

1.  Define the website’s purpose

• Strategic objectives

• Digital objectives

• Digital metrics

• Outline business case

• Finding your site

• Using your site

• Competitor review

• Social media profile

• Technical on-page SEO

• Recommendations and planning

3. Optimise website conversions

Set the strategic context Improve website performance

4.  Optimise rankings and traffic

PLAN

DO

CHECK

ACT

Page 7: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

The SEO improvement process

Meeting -  Review progress -  Agree changes

Implement -  Cicada -  Agency -  Client

Let the changes ‘bed in’

Measure, analyse & report

Page 8: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Dealing with Panda & Penguin

It’s all about creating great content, and then promoting it

THEME Framework

T tribe

H hook

E engaging piece of content

M marketing

E evaluate

Reference: Internet Marketing Podcast / Sitevisibility.com

Page 9: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Insight and measurement

What are the things that matter to a charitable organisation, that can or should be measured?

How should things be measured? Frameworks, frequency, ownership?

Timings: 4:45 to 4:55

Page 10: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Status Description

Needs immediate attention

Status concerning, but actions are underway

Status is good, no action required

Measuring

Hat tip: smartinsights.com

•  Reach •  Act •  Convert •  Engage

RED

AMBER

GREEN

Timings: 4:45 to 4:55

Page 11: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Measuring

Timings: 4:45 to 4:55

Page 12: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Financial planning

How do you / should you go about setting: •  marketing / digital objectives

•  budgets to achieve those objectives

•  measure and assess progress / value for money / ROI

•  What processes are there for controlling digital spend and keeping within budget?

Timings: 4:55 to 5:05

Page 13: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Key resources and allocation

Budgets •  covered earlier? •  agency spend

Client time •  working / liaising with

and between agencies

•  planning and strategy

•  reporting and analysis

•  social media

•  content development

Timings: 5:05 to 5:15

Page 14: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

Coffee, close, networking

Did you get what you needed from this afternoon’s discussion?

Timings: 5:15 to 5:30

Page 15: Brighton seo charity roundtable

BrightonSEO charity roundtable 11th April 2013 © Copyright 2013 Cicada Online Ltd. All rights reserved

www.cicada-online.com

Thank you.

Ned Wells Director Cicada Online Ltd Hamilton House 1B Howard Street Oxford OX4 3AY E: [email protected] T: 07813 894 341 For further information about Cicada Online visit our website at www.cicada-online.com