Андрій Старук. SEO для великих вебсайтів на ринку UK

Презентація Андрія Старука з SEO-конференції Collaborator, що відбулася 10 травня 2024 року.
Тези доповіді:
1. SEO модель: Detect, Protect & Grow
2. Що таке SEO платформа, і чим відрізняється від звичайних SEO tools
3. Технічне SEO, контент чи беклінки?
4. Hard skills чи Soft skills?

Відео доповіді дивіться на Youtube-каналі Collaborator

Про спікера:
Head of SEO в Iglu Cruise — найбільшому круїзному агенстві Великої Британії. Свій перший вебсайт створив в 2007 році. Працює з enterprise та ecommerce вебсайтами у більш ніж 10-ти країнах. Випускник бізнес школи.

1. https://starukh.com
The Landscape of
Enterprise SEO in the UK
Leveraging the 'Detect, Protect, Grow' Model
for Strategic Resilience in SEO
Andriy Starukh
Head of SEO
Iglu Cruise
For a Non-UK Audience

2. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
⚙ Created my first website back in 2007
?????? Business School Graduate in:
France ?????? , Poland ?????? & China ?????? (On-campus)

About Me
Product Owner for client website development on
Joomla and WordPress. Later Full Stack Dev.
Founder & CEO of a boutique Ecommerce SEO
agency
SEO Manager/Head of SEO at the UK's largest
independent cruise & ski agency
2018-
2024
2013-
2018
2009-
2013
Enterprise SEO Consultant
?????? Tech background
?????? Location: London ??????

3. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Agenda
1.Midsize Enterprise Websites and Market Overview
2.SEO Model: Detect, Protect, & Grow
3.Enterprise SEO Solutions: Platforms vs. Tools
4.Tech SEO, Content, or Backlinks?
5.Skill Sets Unpacked: Hard Skills vs. Soft Skills
6.Inside the UK SEO Community
7.Interactive Q&A

4. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
What is Enterprise website?

5. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Enterprise SEO: Red Ocean Strategy
Source: https://www.rootsanalysis.com , Blue Ocean Strategy

6. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Enterprise SEO model:
Detect, Protect & Grow

7. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
SEO model: Detect, Protect & Grow
Detect
Protect
Grow
Detect
Learn, watch, analyse and understand your rivals as well
as your own resources. Underestimation or overestimation
can lead to a potential or real loss to the business.
Protect
Once you know what's going around, Protect what you
already have. Losing current rankings can cost the business
millions.
Grow
Avoid zero-sum games. Find the areas where you can get
actual gains in both mid- and long term perspective.
Source: https://starukh.com/

8. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Importance of DETECT → PROTECT
*Even slight decline in Visibility can cost the business millions

9. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Protect what you have
then expand
Think of it as a game of Risk.
The board has 6 continents (=> SERP).
With each of the players (with SEO tools & Teams)
trying to capture territories (=>rankings).
All results determined by random dice rolls (=>
Google's Search Algorithm).

10. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Enterprise SEO Solutions:
Platforms vs. Tools

11. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
SEO platform vs SEO tools
Source: https://www.seoclarity.net

12. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Dashboard Examples
Source: https://www.conductor.com

13. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Custom-built SEO Dashboards

14. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Custom-built SEO Dashboards
Single page
Aggregated
metrics

15. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
LINKS are always important

Importance of Technical and
Content factors are
determined by the site size.
Tech SEO, Content or Backlinks?
Source: Mark Williams-Cook and Anthony Palomarez

16. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
AIDA model
Attention
Interest
Desire
Action
What is it?
I like it.
I want it.
I’m getting it.
AIDA model
Source: HubSpot

17. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Skill Sets Unpacked:
Hard Skills vs. Soft Skills

18. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
7 Steps of the SEO Ladder in the UK
1.SEO Intern / Assistant
2.SEO Executive / Analyst
3.Senior SEO Executive
4.SEO Manager (in-house) / SEO Director (agency)
5.Senior SEO Manager (in-house) / Senior SEO Director (agency)
6.Head of SEO
7.VP of Search (Vice President)

19. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
SEO MBA
Source: Tom Critchlow
Link to the doc

20. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
SEO Knowledge

21. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Company Knowledge

22. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Leadership

23. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
*Salary bands (US) before Tax
red → hard skills
blue → soft skills
*SEO Salaries in the UK are, on average, 25-50% lower than those in the US
Source: Tom Critchlow

24. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Inside the UK SEO Community
Brighton SEO
https://brightonseo.com/
Conferences
Re:commerce by Re:signal
https://resignal.com/ecommerc
e-seo-conference/
London SEO meetup by Blue Array
https://londonseomeetup.com/
Meetups
Search London
https://searchldn.com/
Search ‘n Stuff
https://searchnstuff.co.uk/
Search Norwich
https://www.searchnorwich.org/

25. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Women in Tech SEO
https://www.womenintechseo.com/
Inside the UK SEO Community

26. #EnterpriseSEO
#InternationalSEO
Andriy Starukh https://starukh.com https://www.linkedin.com/in/starukh/
Who to follow in the UK?
Mark Williams-Cook
https://www.linkedin.com/in/markseo/
Fery Kaszoni
https://www.linkedin.com/in/ferenczkaszoni/
Daniel Foley Carter
https://www.linkedin.com/in/daniel-foley-assertive/

27. Thank you!
Andriy Starukh
https://starukh.com
https://www.linkedin.com/in/starukh/
https://twitter.com/starukh_com
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