SEO: Making it easier for your customers to find you David Quaid Dara Ward Primary Position PrimaryPosition .com Search Intelligence
Jan 29, 2016
SEO:Making it easier for your customers to find you
David QuaidDara WardPrimary PositionPrimaryPosition.comSearch Intelligence
WHAT IS SEO?
Paradox Distrusted Blackhat, Black Magic, Black Box and
snake oil!
My Site
STOP SENDING THE WRONG SIGNALS!
WEB 1.0
Assumes visitors arrive Focuses on design: aesthetics,
branding and standing out
REALITY
SEO 101: NEW RULES
Mirror your business intelligence online
Content demonstrates your capability and suitability
You cannot have too much content – no-one will be overwhelmed
DIVIDE AND CONQUER
USERS WANT
Information to make informed decisions Best value possible Buy the best product at the best price Buy the right product at the best price Buy the best expertise at any price Find the best provider
Relevant Content at all times
GETTING INTO THE MIND OF SEARCH USERS
Users have a problem – they search for the problem, not the solution!
CASE STUDIES
Describe the client Describe the problem Describe the solution Sell the process
PRODUCTS AND SERVICES
Describe the problem Discuss the solution Show the potential uses Describe the clients
CONTENT 101
Unique Different media
Site(s) Blog twitter
CONTACT INFORMATION
If you have more than one location, mirror this on your site
A customer in Limerick may not be interested in your location in Waterford
More likely to be interested in knowing who is in the Limerick office
TERMINOLOGYWe’ve come such a long way in such a short time
ITS ALL CHANGING: 1996 - NOW
Brochure sites Domain = Company name = 1 News & Events E-mail us Home, About us, Services, Contact Us
WHAT ARE WE SAYING NOW
A/B Differentials Web 2.0 / 3.0 Multiple domain strategies Corporate Blog E-Mail, call, twitter, blog, LinkedIn us Home, Service 1, Service 2, Site B, Site
C, Contact Centre, Product Micro-site, Sub-domains
GET YOURSELF CONNECTEDNo man is an island – so why is his website?
It looks lovely but
how will we get there?
CONNECT TO OTHERS...
Suppliers Clients Partners Business Associates and Friends
NETWORK
LinkedIn Twitter IGO People Blogs
Your Blog
http://www.
Your Website