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Kevin Gibbons
Founder, CEO of - speaker, writer and UK Search Personality 2018
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Kevin Gibbons Jul 30
A5: find out what they’re working on. A) it helps build relationship to show an interest, so that it’s not just one way (give and take), b) they might be able to slip in some of the changes you want if they’re already working on pages for different reasons.
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Kevin Gibbons Jul 30
A6: old school tip; print and bind it so that they have to look at it every day until it’s done with no option to archive! Also assign actions to people on printed cards to hand out each task to those accountable.
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Kevin Gibbons Jul 30
Replying to @areej_abuali
A7: Build a business case that shows the opportunity cost of how much money (in real revenue £, not traffic) you’re leaving on the table vs competitors for every day until you fix it.
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Kevin Gibbons Jul 29
Replying to @Suganthanmn
We use Asana internally for the team, and Basecamp externally with clients.
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Kevin Gibbons Jul 29
Thanks guys - was great to be involved!
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Kevin Gibbons Jul 29
Replying to @aminedahimene
Absolutely - best practice is a good start, but that brings you up to speed, the extra mile is where it’s won and lost which is often trial and error / customisation to your own challenge.
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Kevin Gibbons Jul 29
Replying to @lbaer_lisa
It’s why there’s often a swing in in-housing vs outsourcing to find the right fit. There’s an education / learning curve on what that investment really looks like to achieve results.
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Kevin Gibbons Jul 29
Replying to @simoncox @semrush
Exactly - internal policies will come into preferences on working model too. Ultimately my advice is to base it on what is most likely to bring success against desired objectives (within the budget).
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Kevin Gibbons Jul 29
Replying to @kevgibbo
A5: You really need an SEO strategist, copywriter, creative designers/developers, digital PR specialist and likely a project manager to organise to really get full value. That isn’t cheap to hire (trust me!), so an agency can often be a better value option.
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Kevin Gibbons Jul 29
Replying to @kevgibbo
A5: It’s important to remember that SEO isn’t a single job role any more. To do this properly you need to focus on the 3 key pillars of SEO; technical, on-site content and link reputation.
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Kevin Gibbons Jul 29
Replying to @kevgibbo
A5: I think brands can see value in having deeper brand knowledge and expertise in-house, but working alongside an agency to challenge them, bring ideas from other clients/sectors and provide resource / scale that they don’t have internally.
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Kevin Gibbons Jul 29
A5: It should be about the results it brings, and the ROI achieved from that investment. There’s pros and cons to each, the most common I see is the collaboration between both, whereas it really used to be one or the other.
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Kevin Gibbons Jul 29
Replying to @aminedahimene
Everything always depends 😀
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Kevin Gibbons Jul 29
A4: Focus on your customer. What are the top queries, can you create the best piece of content around that term/topic? What are their pain-points? Be a helpful resource for them, and Google will likely reward you with traffic (certainly over the long-term).
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Kevin Gibbons Jul 29
Replying to @bill_slawski
Great point on the local community - there's a lot of value in this both for local SEO and general branding within the region that are important to focus on building up strength in.
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Kevin Gibbons Jul 29
Replying to @BrandExtract @semrush
Definitely - the fundamentals of having a clear content strategy are so important, and often overlooked as a key component of SEO.
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Kevin Gibbons Jul 29
Replying to @kevgibbo
A3: Outside of that becomes the nice to haves. A blog to build up an audience and attract awareness traffic. Build ranking visibility around each of your key products or services to attract a wider audience of potential customers.
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Kevin Gibbons Jul 29
A3: What’s 100% essential? 1) Rank for your brand, so that the people who know you, or have been recommended can find you. 2) Make it easy for your customers to contact you or buy, otherwise those visits are wasted.
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Kevin Gibbons Jul 29
Replying to @simoncox @semrush
Yep - no-one takes any joy from that audit which has been sat there for 12+ months. I love the clients who have implemented 50% almost instantly!
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Kevin Gibbons Jul 29
Replying to @bill_slawski
Exactly - a personal touch goes a long way, it's hard to scale that. Zappos seem like a good example of a company who have tried to retain that level of culture, but definitely an advantage for SMBs to show they really care.
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