Nancy Scott, Search Manager at Cancer Research UK
HOW CANCER RESEARCH UK RAMP UP TO CORE PERIODS OF ACTIVITY
Overcoming Cr...
SEARCH MANAGER AT CANCER RESEARCH UK
Nancy Scott
At CRUK, working to embed organic search into ways of working for
every ...
ORGANIC SEARCH AT CANCER RESEARCH UK
Empowering teams to make digital decisions
Work with multiple teams and stakeholders...
SINGLE DOMAIN INFORMATION ARCHITECTURE PROJECT
Digital Transformation at CRUK
Multiple legacy
microsites and
platforms
M...
IDENTIFYING BLOCKERS TO CRAWL EFFICIENCY
Overcoming crawlability issues
Legacy platforms, non-indexable pages and canonic...
Constantly re-running crawls to get best data output
Using that data to implement technical change
Bringing teams along...
CONTENT AS A LIFECYCLE, NOT A STATIC PROCESS
Embedding cultural change
Search
opportunity
identified
Competitor
analysis a...
DRYATHLON 2015
Ramping up for peak periods
TACKLING LEGACY BEHAVIOUR AND MISATTRIBUTION
Capitalising on your success
MAKING SEO AND USER-LED CONTENT WORK TOGETHER
Creating better content to maximise success
EMPOWERING TEAMS TO PUT DIGITAL FIRST
The future of organic search at CRUK
People
Processes
SEO
Technology
Any Questions?
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Nancy Scott - Cancer Research UK - SEO & Crawlability

Cancer Research UK’s Nancy Scott discusses the role of data in driving organizational change, and the importance of crawlability, especially in the run up to peak periods such as their Dryathlon event in January.
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Nancy Scott - Cancer Research UK - SEO & Crawlability

  • 1. Nancy Scott, Search Manager at Cancer Research UK HOW CANCER RESEARCH UK RAMP UP TO CORE PERIODS OF ACTIVITY Overcoming Crawlability Issues & Preparing for Peak Periods
  • 2. SEARCH MANAGER AT CANCER RESEARCH UK Nancy Scott At CRUK, working to embed organic search into ways of working for every team – not just an add-on at the end of the content process 75% of site visits organic – crucial channel for every team Multiple propositions running all year around on different platforms
  • 3. ORGANIC SEARCH AT CANCER RESEARCH UK Empowering teams to make digital decisions Work with multiple teams and stakeholders Across varied user personas and scenarios Need to empower teams to make digital decisions in a scalable way
  • 4. SINGLE DOMAIN INFORMATION ARCHITECTURE PROJECT Digital Transformation at CRUK Multiple legacy microsites and platforms Migrated and re- architected into a single domain Managing technical SEO, dev time and stakeholder expectations
  • 5. IDENTIFYING BLOCKERS TO CRAWL EFFICIENCY Overcoming crawlability issues Legacy platforms, non-indexable pages and canonicals masking real issues
  • 6. Constantly re-running crawls to get best data output Using that data to implement technical change Bringing teams along with you into the process IDENTIFYING BLOCKERS TO CRAWL EFFICIENCY Overcoming crawlability issues
  • 7. CONTENT AS A LIFECYCLE, NOT A STATIC PROCESS Embedding cultural change Search opportunity identified Competitor analysis and content audit Copy and /or page created, optimised simultaneously Success measured Performance review
  • 8. DRYATHLON 2015 Ramping up for peak periods
  • 9. TACKLING LEGACY BEHAVIOUR AND MISATTRIBUTION Capitalising on your success
  • 10. MAKING SEO AND USER-LED CONTENT WORK TOGETHER Creating better content to maximise success
  • 11. EMPOWERING TEAMS TO PUT DIGITAL FIRST The future of organic search at CRUK People Processes SEO Technology
  • 12. Any Questions?

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