SEM strategies for a non for profit. British Council. David Carralon
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The British Council is the UK's international organization for cultural relations and educational opportunities. It works to build engagement and trust between people of different cultures through arts, education, science and other programs. The British Council uses a network of over 560 websites across different countries to promote these cultural exchange programs, but faces technical challenges like duplicate content, slow site speeds, and proper indexing of all the sites. The document provides recommendations on how to improve the technical SEO of the various websites to better achieve the British Council's goals of cultural exchange.
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SEM strategies for a non for profit. British Council. David Carralon
- 1. www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 1 SEM at the British Council The UK’s International network for cultural relations, education and arts
- 2. Cultural relations for the twenty-first century
- 3. ■Cultural relations is the building of engagement and trust between people of different cultures through the exchange of knowledge and ideas Cultural relations is about engagement and trust between people of different cultures
- 5. What does the British Council do? ■ We promote cultural relations in: ■ Arts ■ Education ■ Science ■ Governance ■ English ■ And in two businesses ■ Teaching and Exams ■ Managing contracts www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 5 Click to return to contents
- 6. Challenges ■ Shrinking marketing budgets ■ Scarce staff resources ■ Increase pressure from government to raise income ■ Faster implementation ■ Technical constraints www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 6
- 7. The British Council Web Network
- 8. The Web network : 560 websites www.britishcouncil.org .org/greece .org/portugal Org/italy .org/spain .org/ireland .org/india .org/thailand .org/japan .org/burma .org/hongkong .org/singapore .org/brasil .org/france .org/chile .org/uruguay .org/mexico .org/venezuela .org/argentina .org/colombia .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/jordan .org/czechrepublic .org/poland .org/slovakia .org/hungary .org/sweden .org/russia Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project site Project/Programme web sites Europe Asia LATAM MiddleEast East Europe & Russia
- 11. Domain name system Top Level Domain (TLD) .org + 100 country websites Root level-based
- 13. Technical problems www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon 13
- 15. Editorial Content turns into duplicate content Content Source Content Source Oh la, lah, same content in in 80 diff. pages under the directory structure and without geotargetting via GWMTs
- 16. Indexation problems Click to return to contents Rusty, old CMSLocalisation via IP addresses not possible ■ Our servers are hosted in the UK ■ CDN Akamai uses US-based IP addresses, Swedish and German ones Website Speed Performance issues
- 17. 404s
- 18. Solutions : Low cost SEO that works
- 19. The Brand Our brand is our strength
- 20. The Brand The Brand brings SEO value
- 21. Alternative ways to distribute Pagerank
- 22. Ultimately you have to achieve the following www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 23. Link off the homepage www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 24. Try with low-hanging fruit link-building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 25. You’ll soon be ranking better www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 26. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 27. Online PR = Effective & Inexpensive Link Building www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 29. British Council France case study 2005-06 Average monthly site visits: 45,000 2004-05 Average monthly site visits: 20,000 2006-07 Average monthly site visits: 60,000 2007-08 Average monthly site visits: 70,000 2008-09 Average monthly site visits: 95,000 www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 30. Traffic growth matched by Exams registrations 1. website traffic for British Council France 2. Exams registrations: IELTS, Cambridge & BULATS exams No. Website visits per year 208621 253056 285354 603150 785226 938316 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 1000000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 7415 7141 6891 10170 13891 17783 -4% -3% 47% 36% 28% -2000 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 FY2003/04 FY2004/05 FY2005/06 FY2006/07 FY2007/08 FY2008/09 Registrations increases www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 31. Spread the word about SEO within the organisation www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 32. Deliver Low cost Training ■ British Council SEO Guide ■ Step by Step Guides ■ SEO Videos ■ Webinars ■ Templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 33. Identifying and educating champions ■ A personal approach with the champions ■ Get a tool like Basecamp to set up basic SEO Project templates www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 34. Give credit to your colleagues www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 35. Summary ■ Accessibility is a must: Easy spidering of content = more indexation ■ Harness the potential of your Homepage (PageRank flow) ■ Identify other high link juice Internal pages and link to business– critical pages on your site ■ Not enough to rank? Go and get easy links: eg: local directory links ■ Consider Online PR to complement the above ■ Find allies within your .org that can help you build the case for SEO and give credit!! www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
- 36. Cultural relations for the twenty-first century www.britishcouncil.org | david.carralon@britishcouncil.fr | Twitter: @davidcarralon
Editor's Notes
- The UK’s international cultural relations organisation. We have nothing to do with your local council or borough The British Council has a powerful vision of world we want to live in. It’s a organisation funded by the British government, but it is non political. It’s one where people of different cultures live together more peacefully, more prosperously and more securely. We are a non political organisation, yet we have to abide & support the strategy of the British Government.
- we pride ourselves on being the world’s best known, and most successful, cultural relations organisation.
- Cultural relations builds international trust and understanding, and it creates opportunities for individuals to fulfil their potential. We think that the world needs more cultural relations. Our purpose is to respond.
- Purpose: build engagement and trust for the United Kingdom We achieve this purpose through our work in 3 programme areas: •Intercultural dialogue •Creative and knowledge economy •Climate change
- Everyone has heard the news about the Uk spending review and the cuts on budgets Scarce staff resources & staff relunctance to take on any more responsibilities
- The Our Shared Europe project is the British Council’s response to one of the major cultural challenges facing our continent today – the growing mutual mistrust between Muslim communities and wider European society. Global Xchange is a way for you to make a real difference to the world we live in. We run two programmes, Community Xchange, for community and youth workers, and Youth Xchange, for 18-25 year olds Global Changemakers is a vibrant community of young activists, volunteers and social entrepreneurs. Bringing together people from 100 countries Euraxess UK - support for international researchers looking for research jobs in the UK
- Due to impossibility to perform geotargetting and technical localisation, content gets duplicated Content is often copied from one site to another The due to our lack of segmentation in our Website structure content that’s picked up, it’s duplicated!
- No breadcrumbs No 301s redirects, No canonical
- I am not going to cover that you need to do the keyword research, everyone here probably knows that it is essential to any search marketing strategy Brand = Strength Find for ways to fix the architectural problems Find ways to get a few anchor textCategory-targetting keywords from low quality sources work Here mention the work you did in France: and use slides beneath Delivering low cost but entertaining Training
- We are good at communicating our personality, tone of voice, visual identity, our values Explore our organisation and what it stands for: its essence, spirit and identity How can branding help the SEO Show architectural arrangement on BC France Category-targetting keywords from low quality sources work Online PR is a great link building tool
- We are good at communicating our personality, tone of voice, visual identity, our values Explore our organisation and what it stands for: its essence, spirit and identity People link to us. We dont need to ask for links Our Brand is our Strength and that helps doing the SEO and viceversa
- I only succeeded once I became aware of our own weaknesses Mapping all winning Adwords keywords onto related pages on my architecture Running exhaustive KW Research all across the site Understanding the deficiencies of our websites (navigation on javascript, not accessibility, not geotargetting possible, no subfolders but root level set up…) and domain name system and website country segmentation Create a link relationship from the Homepage onto category pages and from there to service pages + link off the homepage to business critical pages Understanding how PageRank actually flows throughout the site (PageRank is a measurement at the BC, PageRank Sculpting from SEOMoz) Anchort text for external links: crappy directories!
- Information architecture is good!
- We can get lots of natural links easily PageRank is our ally, we have loads At the British Council, PageRank = rankings 70% of the work is onpage optimisation, 20% interlinking, 10% outside relationships to get links 10% links – from directories? Yes, why not? We just need the anchor texts, so they’re the easiest If you are a small a site, they probably wont work as well, but if are a big brand, have not much resources and need to rank for specific keyphrases, go for directories and easy prey links, and you’ll rank, I’ll guarantee you that We can use low quality links to category-based sections of our site and see very very positive results… the same tried by sites with lesser brand authority are devalued or have no equal effect. We dont need to focus on the long tail, go ahead and target the unique exact, top traffic terms….. I tested going for the word ‘anglais’ and manage to rank No2 on it… conversions on it were crap but there it goes, you can do it.
- Harness opportunities as they come along Ipad app was launched We have great linkbait, excellent products, ideas, services http://www.prweb.com/releases/prwebbritishcouncil/learnenglish/prweb4652844.htm
- We have great linkbait, excellent products, ideas, services http://www.prweb.com/releases/prwebbritishcouncil/learnenglish/prweb4652844.htm
- Here mention the work you did in France: and use slides beneath
- Make it really simple and easy to understand Don’ cover it all at great depth and length Get all overseas teams to understand and apply the basics of SEO Train them to understand and apply the basics of SEO Share all your tools with them
- Do closer follow up with those that are making progress and are interested Use the organisation web and marketing mail lists and discussion forums to mention successful projects and how it was done. Speak to your overseas colleagues, (pick up the phone and ring them to speak to them, find out where they stand, motivate them to get some SEO done)
- Take the Homepage owner to lunch, insists that she attends a 30 mins preso on why the homepage is too important to only use it to push offers. The homepage has potential to make business-critical areas of your website rank and succeed. The homepage has the ability to make your business succeed or collapse. 3. As a cultural rel. .org it’s not so much about the money, the material ROI and the business performance that motivates people but the engagement….. 4. Apply the basics of onSite/onpage SEO