Implementing SEO: Harpinder Sohal

Implementing SEO as part of a

complex Marketing Strategy

Harpinder SohalHead of Online Marketing (UK Mail)

Profile overview

• 10 years in Online Marketing/Digital/eCommerce

• UK Mail since 2011• ipostparcels.com – Pure play start-up

(Sept 2011)

Key takeaways

• How to assess and implement changes to improve your SEO visibility.

• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing

• How content is the key to expanding search visibility

Where we started

• Brand launch of ipostparcels.com in late 2011• SEO campaign targeting a link building

strategy• Quantity vs. quality • Short and sharp progress• Google’s un-natural link profile warning in

WMT

Link building planOne Off SEO Work iPostParcels KEYWORDS 35PAGES FOR CONTENT & META 7PAGES FOR META ONLY 5INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250BLOG INTEGRATION YESPR SECTION YESMonthly SEO WorkflowFREE DIRECTORY SUBMISSIONS 300BLOGS X 250 WORDS 6BLOGS PUBLISHED TO WEBSITE 6SOCIAL BOOKMARKING SUBMISSIONS 120ARTICLES X 300 WORDS 2ARTICLE SUBMISSIONS (TOTAL) 100PRESS RELEASES TO 100 PORTALS 2 then 1 alternatePRESS RELEASES SUBMITTED TO SITE 2 then 1 alternateNEW DIRECTORY SUBMISSIONS 15GUARANTEED DIRECTORY SUBMISSIONS 8FREE BUSINESS DIRECTORY SUBMISSIONS 15THEMED LINKS (PR 0) 7PR 1 LINKS 6PR 2 LINKS 3CONTEXTUAL BLOGS 3PROFILE CREATIONS 1

Backlinks & referrals

Backlinks & referrals

How we reacted

How we reacted

• SEO landscape turned upside down – Penguin (April 2012)

• Effect on keyword rankings• Change of agency (iProspect

Manchester)• Change of SEO strategy • Matt Cutts blog on buying links

Where we ended up• Strategizing SEO to customer (and

Google!) needs with Vertical Leap• Focus on unique, high quality &

relevant content

Content that is genuinely sharable…

Where we ended up• Strategising SEO to customer (and

Google!) needs with Vertical Leap• Focus on unique, high quality &

relevant content• Keywords are so last season!• Diversifying content strategy &

engaging social media• Integrating SEO into the Marketing

mix e.g. PPC• Impact on search visibility

Organic traffic growth

Search visibility

Search profile

Conclusion

• Identify specific activity that could be detrimental to SEO

• Diversify your content output & ensure its engaging

• Incorporate SEO into ALL your marketing channels

• Content is still very much…

questionsHarpinder Sohal

Dave Colgate

Head of Online Marketing@HarpsSohal

Search Specialist@SEODave