SEO explained at BNI Rugby

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This is a short presentation I produced to give BNI Members in Rugby more of an insight to SEO and how effective it is for businesses.

This is a short presentation I produced to give BNI Members in Rugby more of an insight to SEO and how effective it is for businesses.

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  • This morning I shall briefly cover the following topics.
  • Who in the room has ever advertised in one of these chaps?Who still does?People don’t use these like they used to, I use mine to give my monitor a little more height.People use these – Search Engines
  • Who in the room uses this?For those who no longer advertise in Yell or Thomson who advertises online using either PPC or SEO?So how are people going to find your website?89% of searches are performed on Google.If you at the bottom of Page 1 the click through rate is under 1% Position 1
  • 89% of searches are performed on Google.Research has shown
  • Therefore where you rank for your keywords matters.
  • Organic search because its natural and you don’t pay the search engine to be listed there.
  • I have used Ben’s website and campaign as an example.Search engines crawl websites for information and then store the data.When a search query is executed clever algorithms work through this data and return a search result.Depending on how your website conforms with these algorithms will dictate if and where you website will be displayed.
  • Ranking factors are made up of both onsite and offsite, Onsite SEO is well on your site and off site is off.Without the onsite search engine won’t find it as easy to place you for search queries.You need both to be correct for it to work.
  • Links to pass authority to your website, like a vote – but be careful not every link is good.Social signal are a great way for search engines to work out if a site is trust worthy, or popular.Think about language – America English is different to what I call normal English, if your targeting .com use American English
  • Link building is still the most important factor though.Not paid links – unless its there to bribe a journalist at The Daily MailLinks need to be relevant and if they are built for referral traffic this is much better.Good links = Authority
  • Google does not like spam in anyway.Its ugly.Don’t stuff lots of keywords or areas in to your content.I don’t optimise for more than 2 keywords per page and any more than 3 areas.If it seems to much then it probably is.Also if someone else does it, it doesn’t make it write Google will catch up with them.
  • You need to do your research If you get it right, you’ll do great Get it wrong and you will fail, you don’t want unwanted traffic, it won’t convert and will increase you bounce rate. (Which isn’t good for SEO)National Search terms are very different to local ones.
  • Use Google Keyword Tool Its Free, give it a go.Make sure you use the .co.uk version if you focus is the UKMake sure it is on exact – otherwise it shows you when it has been used in a phrase eg – oak laminate flooring – false data.It will count for oak on its own etc.It will show you how many times a word is clicked on for paid advertising – search quantity is actually higher because not everyone clicks the paid advertisements.
  • Use Googles auto suggest – People may use the a term if it is suggested therefore you need to incorporate it into your campaign
  • Google Trends – This will help you to discover new roots to marketAnd can help to confirm chosen keywords
  • News it up to date – jump on the bandwagon and follow up with your own.Use Google AlertsGreat free toolEasy to useEasy to set upDelivers updates to you.
  • All digital marketing is traceableWhether its SEOPaid Advertising Social MediaEmail MarketingYou can track it all.SEO isn’t a cost its an investmentkeyword x Generated x amount sales – Margin is x%-
  • Again using Google Analytics Its freeVery detailed depending on settingsEasy to install on your website and fairly simple to understand the basicsHere I can see a comparison of traffic between two dates
  • You can see which pages are being displayed the most in search queries.Track interactionsIe: first visit – direct or paid searchSecond visit - organic
  • Here you can even track ecommerce conversions.If your site isn’t ecommerce you can set Goals ie: contact enquire completion page set button tracking
  • Google doesn’t disagree with SEO they want SEO’s to produce better quality websites.
  • Your competitors will only get stronger.If your not using and SEO your competitors probably will be.
  • Blog keeps content fresh and a great way to gain a following and increase web trust.

Transcript

  • 1. @ar_cole
  • 2. • Why is SEO important for businesses• Search Engine Ranking Factors• SEO Keyword Selection• Reporting and ROI• The future of SEO
  • 3. Why is SEOimportant forbusinesses?
  • 4. 89%Market Share
  • 5. OMG!Thatmakessense!
  • 6. So you needSEO
  • 7. SEO =Search Engine Optimisation- Organic Search ResultsAre Not paid
  • 8. What are theranking factors?
  • 9. Onsite & Offsite
  • 10. OnsiteContent– Quality - Research – Words – Engage - FreshHTML– PageTitle – Page Description - HeadingArchitecture – Crawl – Speed – URL’s
  • 11. OffsiteLinks– Quality -Text – QuantitySocial – Reputation - SharesTrust – Authority – History – Domain AgePersonal – Country – Locality – History - Social
  • 12. Link Building
  • 13. Google DOES NOT LIKE this!!
  • 14. SEO KeywordSelection
  • 15. Reporting &ROI
  • 16. The Future OfSEO
  • 17. SEO will be needed forthe foreseeable future
  • 18. Search engines willcontinue to becomemore clever &advanced..
  • 19. Your competitors willget stronger
  • 20. KeyTake Away’s• Produce quality content & make sureits original – www.copyscape.com• Have a blog on your website• Don’t buy 1000’s links for $2• Use Google WebmasterTools• Prove to be the best in your field
  • 21. Thank you for listeningQuestions pleasewww.linkedin.com/in/anthonycolear_cole