Yesterday I had the pleasure of giving an SEO Training session at Tottenham Hotspur football stadium in London. The session was setup for the marketing team at Six Degrees, a leading cloud and IT managed services company based in London.
B2B SEO Strategy Playbook
POLARIS were awarded the SEO contract for the IT company. As an initial step of the engagement I helped to prepare an SEO Strategy Playbook for the business. The purpose in creating a strategy playbook for a B2B organisation like Six Degrees is so that a clear, actionable roadmap exists for all team members to understand, follow, and execute, together.
Key aspects of the strategy were covered including:
- Current SEO performance
- Competitive Landscape benchmarking
- Key Competitor Insights
- Market Positioning and User Targeting
- Content Marketing Opportunities
- Strategic Recommendations for SEO Success
SEO Training Session Structure
To commence with the session, everyone introduced themselves and kindly shared with me what their specific roles and responsibilities were within the marketing team. By learning about how the team functions, and each persons remit, it helps me as an SEO trainer tailor my dialogue to include relevant guidance to each delegate.
The strategy playbook was delivered in the first half of the session, walking the team through the key aspects above. Rather than following the structure of the playbook, the session was allowed to flow naturally. Delegates were able to ask questions, that were then answered with material and data led evidence from the playbook.
After delivering the strategy playbook, and a short break, a 2nd session was conducted. This focused on Search Engine Compliance, Content Optimisation, Content Readability, and the power of Yoast (SEO plugin). This session was more focused on delivering a best practice approach to SEO and Content Marketing, so that the team could have some clear takeaways from the day.
Whilst the format of the focus areas was not uncommon for an SEO training session, the content was tailored to the client. Examples of the clients website were integrated, as were examples of relevant competitors and SERPS. This helped to relate the material back to the client using real world examples that would help delegates absorb the subject matter more effectively.
Delegate Feedback
Throughout the session, all delegates engaged in conversation with me, aswell as each other (discussing concepts and application of theory) and gave great feedback at the end. After a great round of lunch as a part of the hospitality at Tottenham, I then left the team to continue their off site day. Feedback from delegates included the following positive remarks:
“Really enjoyed the session, learnt quite a lot in just the first session which was amazing. Really excited to work with Polaris and get things started.”
“Polaris has been great from the start, this has been our first of many sessions, and the whole team has already learnt new things and has opened many doors and ideas of opportunities for us to explore.”
