client checklist for seos · 2. the consumer: who, what, why, when, where who is the customer and...
TRANSCRIPT
Sion O’Connor
Client Checklist for SEOs
A Perspective
Common Sense?
Old World?
A Refresher
SEO from the Outside …
The impact of your work is very measurable
The results of your work is cost effective
You enable optimisation of other channels
SEO from the Outside …
Practice based not academic foundation
Rarely is there a ‘right answer’
Testing & Learning OR Trial & Error?
Best practice changes weekly and monthly
The fundamentals can change overnight
3 Things Your Client Wants You to Know …
1. The Client …
Corporate and personal objectives?
Sphere of control and influence?
Red & Green Buttons / Snakes & Ladders
Effectiveness (volume) or efficiency (CPA)?
What is their view of SEO? Your agency? You?
2. The Consumer: Who, What, Why, When, Where
Who is the customer and target prospect?
What are they buying?
Why are they buying that?
When? Seasons, times, peaks and troughs
Where? Channels and locations
3. The Competition …
Competitors, substitutes and intermediaries
Research and analyse at sub category level
Reverse engineer their PPC and SEO strategy.
Seek innovations in other markets/categories
Analyse, hypothesise, edit, tailor and test
3 Things Your Client Wants You To Do …
1. Planning …
Objectives: Commercial, Marketing, SEO
Insights, Best Practice and Data Points
Hypotheses, Strategies and Tactics
Actions and Measurements
Risks and Issues
2. Results …
What is the expectation and the aspiration?
What is ‘below expectations’ and the cost?
What is ‘above aspiration’ and the benefit?
Grow the market or grow share?
Incremental or Exponential Growth?
Incremental
Lucky Break?
Vanity Project?
Exponential
Incremental/Exponential Matrix
High Probability Low Probability
High Growth
Low Growth
3. Reviews …
What were the planned and executed actions?
What happened in the external environment?
What were the results?
Was the hypothesis proven or disproven?
What are the next steps?
2 Final Tips…
1. Pitching An Idea …
Who is the decision maker?
What are they currently thinking and doing?
What do you want them to think and do?
What is the one thing that will persuade them?
What is the one thing that will dissuade them?
2. Trends…
What is it?
Who’s making a success of it?
How could it benefit my business?
What’s the investment and payoff?
What’s the risk?
Sion O’Connor
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