All posts tagged SEO

Enterprise SEO: 60% growth for BBC Good Food channel

by David Sealey on November 9, 2011 in SEO with No comments
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Chris Soames at Smart Insights has shared some powerful insights on how the BBC grew their Good Food channel by 60%. Enterprise organisations can learn a lot from this article. With huge content repositories and large teams producing copy they have a real opportunity to feed the machine (or Google) and boost web traffic.

In summary the tips are:

  1. Implement basic SEO good practices
  2. Train the whole team on SEO
  3. Have SMART kpis
  4. Focus on analytics insights not just reporting
  5. Process maturity

Highly recommend that anyone in a marketing function takes a read of the full article: http://www.smartinsights.com/search-marketing-alerts/bbc-good-food-case-study/

SEO results and the murky world of link buying

by David Sealey on October 27, 2011 in Digital Marketing with No comments
Iron Chain Link by 96dpi

SEO has an issue relating to the measure of authority. Inbound links are one of the key ways Google determines a website’s authority. Complexities then exist around how much authority is passed from one domain to another and the relevancy of the link text.

Good links are difficult and time consuming to obtain. Investment in high quality content, legitimate PR and relationship building is required.

Due to the hard work required, abuse has become rife. Companies of all sizes are buying links to influence Google’s ranking and stave off the competition.

As reported in the FT today, when this backfires it can be damaging to brand reputation. Even if the company claims to be anti link buying, they can’t always control the actions of their agencies.

Perhaps SEO contracts need to contain clauses that prohibit unethical practices and liquidated damages for breach. If clients want this change then SEO agencies may need to change the way they sell. Can results be guaranteed when links can’t be purchased?