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Sion O’Connor

Client Checklist for SEOs. Sion O’Connor. 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 ….

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Sion O’Connor

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  1. Client Checklist for SEOs Sion O’Connor

  2. A Perspective Common Sense? Old World? A Refresher

  3. 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

  4. SEO from the Outside … Practice based not academic foundation Rarely is there a ‘right answer’ Best practice changes weekly and monthly The fundamentals can change overnight Testing & Learning OR Trial & Error?

  5. 3 Things Your Client Wants You to Know …

  6. 1. The Client … Corporate and personal objectives? Effectiveness (volume) or efficiency (CPA)? Red & Green Buttons / Snakes & Ladders Sphere of control and influence? What is their view of SEO? Your agency? You?

  7. 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

  8. 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

  9. 3 Things Your Client Wants You To Do …

  10. 1. Planning … Objectives: Commercial, Marketing, SEO Insights, Best Practice and Data Points Hypotheses, Strategies and Tactics Actions and Measurements Risks and Issues

  11. 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?

  12. Incremental/Exponential Matrix Lucky Break? Exponential High Growth Low Growth Incremental Vanity Project? High Probability Low Probability

  13. 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?

  14. 2 Final Tips…

  15. 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?

  16. 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?

  17. slideshare.net/sionoconnor sionoconnor.com @ sionoconnor Sion O’Connor

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