SEO-interview presentation
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This document outlines an SEO strategy for LG Global to ensure user and client happiness. Key aspects of the strategy include: 1. Ensuring a good search experience across all customer moments using fundamental SEO tools and innovation. 2. Applying principles of user happiness and client happiness across the entire strategy. 3. Segmenting users into "To Know", "To Do", "To Buy", "To Go" moments and targeting keywords relevant to each stage of the customer journey. 4. Implementing the strategy through content development, technical improvements, link building, integration across channels and providing management support over 12 months.
SEO-interview presentation
- 1. 27│07│2017 Interview Task Brightside LG Global SEO strategy October’17
- 2. User and Client happiness Ensuring that we are delivering a good search experience across all customer moments by using fundamental SEO tools and innovation. ! ! ! ! Ensuring that clients have a clear vision on management processes and on the team Performance. ! Principle 1 Principle 2 We will apply these 2 operational principles across the entire strategy because happy users means happy clients. User happiness Client happiness
- 4. 1 Content Technical Authority 2 3 Strategic keyword insights and opportunity discovery! Keyword research,! Keyword mapping,! Content gap analysis! 20%! Owned & Earned technical and content compliance! Technical audits, page speed audits, hreflang, sitemaps Creation! 30%! Improving website authority via outreach and social integration! Link building strategy & link performance audits! 30%! Integration 4 Ensuring that all channels are working together and benefiting from each other. ! PPC & SEO integrations & recommendations, SEO & offline recommendations! 10%! Deliverables ! Impact ! SEO Pillars
- 5. ! ! ! ! People want more information about products! ! Keyword example:! § 4k tv or monitor! § which smart tv should i buy! § android phones with good camera! ! To Do Users Moments ! ! People looking for general information about products.! ! Keyword example:! § what is sound bar! § is smart tv worth it! § how 4k tv works! 1 2 To Know ! People are looking to buy a product! ! Keyword example: § buy lg v30! § price lg q6! § lg smart tv 42 inch! ! People looking for support and reviews! ! Keyword example:! § lg service center! § lg g6 review! § lg w150 review! 3 4 To Buy To Go It’s important to make sure that we interact with costumers across every stage of their journey. !
- 6. Key Opportunities Precise Geotargeting 1 Implement Hreflang tags on the global level in order to drive traffic to the appropriate country! Data point! Strong Fundamentals Make sure that SEO fundamentals such as meta-tags, duplicate content or broken elements are aligned with the top SEO industry standards! Data point! ! 2 Brave innovations Keeping pace with the industry and exploring possibilities across voice search, quick answer and a mobile first world! Data point! ! 3 4 Move technical performance from good to great by making regular technical checks and conducting tests ! Data point! There are 374 broken pages on the UK website! ! Good technical sound 5 Make sure that website loading speed follows the best industry standards and helps users move with lighting speed ! Data point! ! Lightning speed
- 7. LG Competition Authority! Content! Clear landing page structure, however the meta- data structure is messy. § Good landing page § Vast FAQ section § Well optimised category and product pages § Good landing pages Technical! Hreflang tags are not implemented § Hrelfang sitemaps present § Nice social meta tag structure § Hrelfang tags present LG has decent content and clear product pages. However the lack of proper geo-targeting, technical improvements & the low number of backlinks make it non-competitive. ! Backlinks! 155K ! Domains! 7.42K! Backlinks! 661K ! Domains! 17.2K! Backlinks! 6.04M ! Domains! 16.8K! Source: Ahrefs!
- 8. Scope of work timeline FEB! APR! DEC!AUG! OCT! FEB!MAR! MAY! JUL! SEP! NOV! JAN!JUN! Content! Technical! Authority! Integration! Know! Do! Buy! Go! All! Benchmark! &KPIs ! Website Tech Support! Keyword Targeting and Mapping Link Building! Recommendation! SEO/SEA Integration! Recommendations! Landing Pages Layout! Recommendation! Youtube Optimisation! & Partnerships! Hreflang & Page speed recommendations! Final Report! 2-3 months! 1-2 months! 1-2 months! 2-3 month! 1-2 months! 1-2 month! 1-2 months! 1-2 months! 1-2 months!
- 10. Create a clear KPI structure and robust analytics set-up for every market. Deliver insights through the global dashboard.! Management Principles ! ! ! Have standard and ad-hoc based status calls and meetings. Grouping calls by region is recommended. With a large number of markets it’s important to have quiet time to work, by limiting communication with the client. ! 1 2 Support It’s important to ensure that all markets have the relevant training to facilitate planning and ongoing discussions. ! ! Make sure that SEO is integrated in global media and content plans in order to drive the holistic message across all channels. The same work scope should be assigned for every region, including ad-hoc opportunities for localisations.! 3 4 Education IntegrationTransparency
- 11. Strategy & Insights! Local! Central & Local! Central! Project Management! Local! Central/HQ! Central! Technical ! Local! Central ! Central! Content! Local! Central & Local! Central & Local! Authority! Local! Central & Local! Central ! Innovation & Best practices! Local! Central/HQ! Central! Reporting! Local! Central/HQ! Central & Local! Management Approach It is crucial to choose the right management approach, which should reflect and complement the client’s needs and resources.! HQ! Central! Local! Local! Local Hybrid Model! Centralised!Local Only!
- 12. Team Management Tasks backlog! Have a backlog, and keep track, of outstanding tasks with tools like Wrike, Asana or even Slack. ! Weekly Review Meetings! Host meetings with a team in order to keep track of work performance.! Autonomy! With a client of this scale it’s important to keep team structure but also encourage more autonomy to cut through bureaucracy. ! Team Management tools:!
- 13. To Know! Time on site / bounce rate ! >1 min on website! To Do! Scroll Depth pages ! >2 pages per session! To Buy! Product pages visits! Clicks to e- retailers! KPIs Framework Micro Macro AdvocacyMoments