dan conway seo-analysis
TRANSCRIPT
SEO AnalysisDan Conway
Search engines have two major functions:
• Crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant.
• Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web.
Challenge 1:• Low number of quality inbound links
Challenge 2 & 3:
• Content not set out to be SEO optimized
• No keyword strategy
SEO Example• Keywords in URL• No sub headings
• No use of inbound links• No Anchor text /
hyperlinks• No call to action• Not rich in media• No use of images
(Great SEO opportunity) • No use of keywords in first and last paragraph
Better Example• No sub headings
• 10 Inbound links used• Anchor text used
• Call to action at top and bottom
• Rich in media • Use of images (Great
SEO opportunity) • Keywords in first and
last paragraph• Tags used
Challenge 4: Distribution & Consistency
• Limited number of audience channels: website, newsroom, Facebook and Twitter
• Few social channels (Facebook / twitter)
• Small social reach• Approximately one piece of content
per day published – Need more
Challenge 5: Content• No SEO strategy for attracting new
members• Very little content that would initially
appeal to non-members• General quality of content is flat –
lacking edge
Solution / Vision• Informative, and inspiring resource
that attracts new people
• Create content that inspires viral sharing and natural linking
• All content fully SEO optimised - to attract new peopleHOW?
Solution 1: Implement a keyword strategy
• Create inspiring content based on specific search terms we want to target, and rank higher for in search engines.
Good keyword research will reveal to us the problems people want answers for
We need to answer those problems with inspiring and
informative content
Inspiring and informative content will naturally attract good quality links
Ultimately resulting in: • An increase in domain and page
authority• Higher rankings in search results
Solution 2: All content produced
to be SEO optimized
CTAOpportunity to capture
audience data
Solution 3: Improving execution & distribution
• Maximise your blog; make it a valuable, informative, and entertaining resource.
• This content and link building strategy is so popular and valuable that it's one of the
few recommended personally by the engineers at Google.
• Blogs have the unique ability to contribute fresh material on a consistent basis.
Blog
Email List
Podcast
SMS List
Mormon Newsroom
Journalist Database
YouTube
Snapchat
Increase Distribution:• Grow email
database• Grow SMS database• Introduce podcasts• Post more on UK
Newsroom• Grow a Journalist
database• Grow all social
channels
Increase Social Post Frequency
Increase Blog Post Frequency
If you weren't a particularly
religious person, or a member of
the church, which of these articles would appeal to
you?
What successful ideas Could we adapt?
Choose your own ending – journey of someone considering attending a church service for the first time
Daily piece of advice from long time married couples
SEO: No overnight results
Executing a new strategyGrowing new channelsIncreasing old channels
Gaining new links
Consistent, long term project
Patience & persistence will yield results
Summary1. Implement a keyword strategy to attract new
members2. All content to be fully optimised for SEO3. Increase our reach through introducing more
marketing channels4. Provide the answers people need through
inspiring content5. Track & measure