How to master modern SEO

At Matter Of Form, we don’t describe ourselves as a digital or creative agency; for us, these capabilities are a requisite.

We are a Brand Interactions Agency, servicing a range of global organisations.

We believe that the moments when brands

and people come together

change businesses.

Modern SEO.

First SEO rule: there are no rules.

Fast, crawlable, relevant, engaging websites

Content is king

Harness the social media

potential

Writing optimised content.

Understand what people are interested in and search for.

Understand the business

What.The products or services a company sells.

How.The way they deliver they services.

Why.This is not about profit, but about the company’s core beliefs.

Find the fundamental brand & audience truths and bring them together to create a meaningful & lasting connection.

Audience Truths

Brand Truths

Identify the actionable space

From a category of many

To a category of one

Brainstorm ideas and plan an editorial calendar.

Explore all available formats.

Keep up with what’s going on around you and be as time-relevant whenever possible.

Adopt a writing style that’s consistent with the brand.

Examples.

HubSpot Halloween-themede-book

Four Seasonssignaturesleep

Confused.comCarless citiesreport

Tools.

Essentials:

Google AnalyticsGoogle Webmaster ToolsGoogle Adwords

Google Analytics:

Understand what people searched for to land on the site

Understand where people came from before landing on the site

Understand which pages perform better than others

Google Webmaster tools:

Understand which pages appear more often on Google’s search results

Understand which queries Google shows the site for

Google Adwords

Understand what people search for on Google worldwide

Sort by country, category and take advantage of the auto suggestion options

Use it to analyse how popular certain keywords are as well as your brand

Key takeaways.

Any background is a good background to get started in SEO

Forget about the pre-existing misconceptions about SEO

Understand what people are interested in and search for

Understand what the business is about

Identify an actionable space

Be data driven. Use tools to inform your decisions.

Interact with us.

Get in touch.71, Leonard Street, London, EC2A 4QS hello@matterofform.com0203 141 2000matterofform.com