SEO for Cultural Organisations | Chris Unitt | AMA Conference 2019
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The document provides a guide on search engine optimization (SEO) for cultural organizations, highlighting key aspects such as how Google works, content planning, and promotion strategies. It emphasizes the importance of organic search for traffic and revenue, with various statistics regarding visitor sources for museums and arts venues. Additionally, it outlines steps for effective SEO including keyword research, content optimization, and ongoing measurement and improvement.
SEO for Cultural Organisations | Chris Unitt | AMA Conference 2019
- 1. SEARCH ENGINE OPTIMISATION FOR CULTURAL ORGANISATIONS
- 2. Hello. My name is Chris Unitt from One Further and I’m here to talk about SEO. @chrisunitt
- 3. 1. How Google works 2. Where to put your effort 3. How to plan and publish SEO- friendly content
- 4. A bit of context
- 6. Oct 2012: £5,000 Feb 2019: £5,000
- 10. On average, across all of our clients, 54% of visits come from organic search
- 11. On average, across our museum clients, 61% of visits come from organic search
- 12. On average, across our arts venue clients, 52% of visits come from organic search
- 13. On average, across our arts venue clients, 60% of £££ comes from organic search
- 15. How Google works
- 17. Show people good search results so that they’ll keep using Google so that they’ll maybe click on an advert.
- 18. You want Google to: 1. find the pages on your website 2. understand what your content is about 3. understand that your content is high quality …so that they’ll suggest it to people who are searching for that sort of thing.
- 21. Technical Infrastructure Architecture Usability Content Metadata Links Indexation URL wrangling - canonicalisation & duplication Robots.txt configuration Mobile friendliness Semantic markup CMS tools
- 22. Technical Infrastructure Architecture Usability Content Metadata Links Good performance Uptime & scalability
- 23. Technical Infrastructure Architecture Usability Content Metadata Links Sensibly ordered content Hierarchy: broad to narrow Subject hubs Link from fresh content to older stuff
- 28. Your website person/agency You Technical ✓ Infrastructure ✓ Architecture ✓ ✓ Usability ✓ ✓ Content ✓ Metadata ✓ Links ✓
- 30. Location Addresses Reviews Brand terms Organisation’s name Unique events / programmes Key people Non-brand terms Descriptive Generic events / programmes Subject matter
- 32. Location
- 35. Brand terms
- 44. Planning
- 45. 1. Keyword research 2. Do a content gap analysis 3. Create subject matter hubs to organise content
- 46. Publishing
- 47. 1. Content - Keyword in the title, URL, first 150 words, and H tags - Use keyword synonyms - Add internal links - Add external links - End pages with a call to action 2. Images - Optimise size - Use alt tags Optimisation Checklist 3. Metadata & markup - Meta description - Schema.org - Open Graph 4. Test - Use an SEO checklist - web.dev - GTMetrix.com
- 48. Promotion
- 49. What to measure
- 52. 1. Sort the technical stuff 2. Sort your location data 3. Use an optimisation checklist 4. Pick your battles 5. Plan / publish / promote 6. Measure and improve