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@hannahjthorpe
FROM RECOMMENDATION TO IMPLEMENTATION
@hannahjthorpe
Hannah ThorpeHead of SEO
Technical SEO
Content Marketing
Social Strategy
I improve websites for customers,
which helps brands sell more
@hannahjthorpe
Why do we produce audits?
-‐ To improve performance of a website
@hannahjthorpe
Don’t let your audits end up in the ‘technical audit graveyard’
@hannahjthorpe
Sometimes blue sky thinking just isn’t enough.
Let’s get practical.
@hannahjthorpe
There is no such thing as ROI if you are not
implementing
@hannahjthorpe
Who actually wants to read an audit?
@hannahjthorpe
One technical audit, fully implemented =105.2% increase in number of organic sessions the
following month
@hannahjthorpe
WHY AREN’T WE IMPLEMENTING?
@hannahjthorpe
NO TIME
LACK OF UNDERSTANDING
UNINTENDED CONSEQUENCES
UNEXPECTED VOLUME OF WORK
LIMITED RESOURCE NO MOTIVATION
CONFLICTING VIEWS
@hannahjthorpe
RUBBISH EXCUSES
@hannahjthorpe
THE RULEBOOK
@hannahjthorpe
Define the why1
Quantify everything2
Prioritise your tasks3
Show relationships4
Understand your stakeholders5
JFDI6
@hannahjthorpe
Define the why1RULE
@hannahjthorpe
Amend all broken links either by removing the link or replacing with a link to the relevant page…
…this will improve the UX on site, and the way authority flows around the entire site…
…which means better ranking ability to generate organic traffic and more likelihood to convert users who have a good experience on site.
@hannahjthorpe
Quantify everything2RULE
@hannahjthorpe
Long lists of tasks will seem intimidating & difficult to relate to day-‐to-‐day
Task Time Complexity
@hannahjthorpe
Prioritise your tasks3RULE
@hannahjthorpe
Task Time Complexity Priority
Score 1 -‐ 3 Based on impact, not ease of implementation -‐ ‘quick wins’
@hannahjthorpe
Show relationships4RULE
@hannahjthorpe
Milestone Tasks
Individual Tasksvs.
@hannahjthorpe
MON TUE WED THU FRI SAT SUN
TASK A
TASK B
TASK C
TASK D
TASK E
TASK F
@hannahjthorpe
Understand your stakeholders5RULE
@hannahjthorpe
Practice what you preach & use
PERSONAS
@hannahjthorpe
@hannahjthorpe
JOB TITLES
PERSONALITIESvs.
@hannahjthorpe
“You look like you work in marketing”
@hannahjthorpe
THE PLAYFULS
THE POWERFULS
THE PEACEFULS
THE PRECISES
http://www.forbes.com/sites/hannylerner/2013/03/05/understand-‐peoples-‐personalities-‐and-‐become-‐successful/#3da96fdf6a8bw
@hannahjthorpe
JFDI6RULE
@hannahjthorpe
Ask for
FORGIVENESSNot
PERMISSION
@hannahjthorpe
In Real Life
@hannahjthorpe
What happens when...“I implemented and it all went
wrong”
@hannahjthorpe
Why did you do it?
Alternative option?
How are you fixing it?
@hannahjthorpe
THE PLAYFULS
THE POWERFULS
THE PEACEFULS
THE PRECISES
@hannahjthorpe
Make good choices.
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