Extreme Makeover, The SEO Edi4on. David Burgess

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1 Extreme Makeover, The SEO Edi4on David Burgess

2 The Extreme SEO Makeover Challenge o Take a website not ranking on the first 5 pages for their main keyword. o In 3 months, provide pro- bono SEO services and try to improve rankings and exposure o Speed was of the essence but a gradual, brand lead SEO strategy had to be employed o Oh, and SHP ranked outside the top 100 for [homeless charity].. gulp!!

3 Is this challenge too hot to handle? The challenge was turned down by some of the best known UK SEO s who thought the 4mescale was too 4ght:

4 Single Homeless Project (SHP) London s oldest homeless charity established (1977). The key drivers for them of the SEO campaign were to increase: 1. Dona4ons 2. Sign- ups of Homeless Service Providers & Shelters 3. Sign- ups of Homeless individuals requiring help

5 Charity sector backlink analysis

6 Crisis.org.uk backlink profile

7 Shelter.org.uk backlink profile

8 SHP.org.uk backlink profile All profiles are en4rely natural with plenty of excellent, branded anchors

9 Market intelligence report

10 On- site changes carried out o Redirects of old URLs or pages serving status code 404 o Changing on- page, domain redirects to 301s o Fixing errors o Canonicalisa4on issues non www. indexed

11 More on- site changes o Improving indexa4on by blocking URLs with parameters (WMT) & robots.txt o Op4misa4on of internal linking o Crea4ng customised Page Titles & Descrip4ons (Drupal plugins)

12 Redirec4ng old domains

13 Fixing canonical issues & broken links

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15 Drupal SEO o Installed & customised the Link to us plugin to offer op4mised alt tags o Installed the Page Titles & Meta Descrip4ons Plugin o Updated framework to resolve security flaws o h<p://drupal.org/project/page_4tle o h<p://drupal.org/project/link_to_us

16 Off- site op4misa4on techniques o Compe4tor link analysis o Ac4vely sought links using an SHP address o Conver4ng exis4ng cita4ons into links o Link re- acquisi4on

17 More off- site op4misa4on work o Customised a Drupal plugin to allow users to easily link to SHP o Rela4onship link development o Successfully created an SHP page on Wikipedia o High quality directory submissions

18 The link acquisi4on process

19 Useful link acquisi4on 4ps o Personalise outgoing s wherever possible o Include a connec4on between the target site and SHP in some way o Include the link to the page on which you re reques4ng the link be added o Use a client address where possible

20 Major link wins o h<p://drupal.org/project/link_to_us (PR5) (nofollow) o h<p:// (PR4)

21 General SEO techniques o Google Place page op4misa4on o Training on link acquisi4on (11 links in 1 day!!) o Content wri4ng & internal linking training o Ini4ated out- reach to businesses for compe44on prizes to generate buzz

22 Drive to improve conversions

23 Enhance Calls to Ac4on

24 Social Media outreach o Created a Facebook Fan page on vanity URL o Created Facebook events for the SHP art fair o Press release op4misa4on & syndica4on

25 Now the good stuff..results! o 59% increase in non- branded, organic traffic from Google o Bounce rate decreased by 9% o Page 1 rankings for the most compe44ve terms o homeless charity o homeless in London o homelessness charity o London homeless charity

26 What? There s more.. o A 165% increase in visitors to the all important 'Dona4ons' page of their site o Achieved a lis4ng in the 7 pack Local Search results for [London homeless charity] o Google analy4cs PDF link

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29 Evidence of the link acquisi4on

30 Drama4c longtail improvements

31 Just how far will Ayima go? o miles to be exact!!

32 A job well done? The work that David and his colleagues at Ayima have done for us has been absolutely fantas4c. We have been constantly impressed by their technical exper4se, crea4ve ideas and enthusiasm throughout the project. We also appreciated their helpful and prompt manner when communica4ng with us and the care they showed in tailoring their work to the needs of our organisa4on. It has been a genuine pleasure to work with Ayima and we have no hesita4on in recommending them. The results of their work have exceeded our expecta4ons we are now on page 1 of Google search results! Thank you for all your hard work, Ayima.

33 Just one last thing. o Get involved with SHP on Facebook o All dona4ons are gratefully received! o Donate to SHP on Just Giving >>

34 Thanks for listening!! e: w: t: twi<er.com/davidburgess00 l: uk.linkedin.com/in/daburgess