SEO;
Beyond the Basics
Barry Adams
NITB ICT Masterclass
30 January 2014
Copyright. All Rights Reserved Pierce Communicatio...
Barry Adams
• Digital Services Director at Pierce Communications
• Built my first website in 1995, started my career in al...
Agenda
 SEO Basics
 Google+Local

 Schema.org Structured Data
 Content Strategy for SEO

 Linkbuilding
 Google Webma...
SEO Basics

Copyright. All Rights Reserved Pierce Communications. 2014
Definition of SEO:

Search Engine Optimisation

 Wikipedia: Search engine optimization (SEO) is the process of improving ...
Why is SEO important?
Worldwide Internet Usage
 Over 2 billion users online
 150 billion searches a month (that’s more t...
http://www.nitb.com/businesssupport/growyourbusiness/onlinemarketing.aspx
Copyright. All Rights Reserved Pierce Communicat...
SEO is about two things:

Relevance

Copyright. All Rights Reserved Pierce Communications. 2014

Authority
Relevance & Authority:

Keywords
 Keywords match a search query to a
webpage.

Copyright. All Rights Reserved Pierce Comm...
The SEO process:
Keyword
Research

 Find the right keywords to optimise for

On-Page
Optimisation

 Implement those keyw...
The Long Tail of search words

Copyright. All Rights Reserved Pierce Communications. 2014

Source: http://www.seomoz.org/b...
Google+Local

Copyright. All Rights Reserved Pierce Communications. 2014
Copyright. All Rights Reserved Pierce Communications. 2014
Copyright. All Rights Reserved Pierce Communications. 2014
Copyright. All Rights Reserved Pierce Communications. 2014
Google Hotel Finder

Copyright. All Rights Reserved Pierce Communications. 2014
Local Results

Copyright. All Rights Reserved Pierce Communications. 2014
Copyright. All Rights Reserved Pierce Communications. 2014
Google Maps = Google Places = Google+
• Claim your Google+ page
• Ensure all information is correct
 Incl opening hours, ...
Outside of G+, you need ‘citations’
• Citations:
 A mention of your business on a 3rd party website (ideally
with address...
Schema.org Structured Data

Copyright. All Rights Reserved Pierce Communications. 2014
Schema.org structured data

Copyright. All Rights Reserved Pierce Communications. 2014
Structured data / microdata
“On-page markup enables search engines to understand the
information on web pages and provide ...
What does it do?
It turns this:

…in to this:

Copyright. All Rights Reserved Pierce Communications. 2014
Google currently supports:
•
•
•
•
•
•
•
•

Reviews
People
Products
Businesses and organizations
Recipes
Events
Music
Vide...
Content Strategy for SEO

Copyright. All Rights Reserved Pierce Communications. 2014
Content Strategy

“A content strategy for a website is a plan for the creation,
publication, distribution, and management ...
Content Strategy for SEO
• Optimised content will contain the right keywords in the right
places, thus increasing the webs...
Aspects of a Content Strategy
1. Set Objectives
2. Define Your Audience
3. Create a Content Calendar
4. Plan Your Content ...
Linkbuilding

Copyright. All Rights Reserved Pierce Communications. 2014
Linkbuilding
• Content alone is not enough to build authority.
• Approximately 60%-70% of Google’s ranking algorithms are
...
But… Google doesn’t like linkbuilding

“Any links intended to manipulate PageRank or a site's
ranking in Google search res...
So what’s a SEO to do?
• We have to tread carefully and ensure that we acquire only
‘natural’ links.
• That means we have ...
Linkbait
• Content published on your own site that…
 … is informative;
 … is entertaining;
 … is inspiring;
 … has vir...
Linkbait types
•
•
•
•
•

Definitive guides / resources
Top 10 lists
Infographics
Controversy
Quirky angles on old topics
...
Outreach Linkbuilding
‘Outreach’ is basically PR for SEO purposes;
1.
2.
3.
4.

Research link prospects
Approach them with...
Google Webmaster Tools

Copyright. All Rights Reserved Pierce Communications. 2014
Google Webmaster Tools

Copyright. All Rights Reserved Pierce Communications. 2014
Structured Data

Copyright. All Rights Reserved Pierce Communications. 2014
Search Queries

Copyright. All Rights Reserved Pierce Communications. 2014
Sitemaps

Copyright. All Rights Reserved Pierce Communications. 2014
Crawl Errors

Copyright. All Rights Reserved Pierce Communications. 2014
SEO; Beyond the Basics
 Google+Local
 Schema.org Structured Data

 Content Strategy for SEO
 Linkbuilding
 Google Web...
Questions?

badams@piercecommunications.co.uk
http://www.piercecommunications.co.uk
http://twitter.com/badams
Copyright. A...
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SEO; Beyond the Basics - NITB Masterclass

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Presentation for members of the Northern Ireland Tourist Board wanting to take their SEO to the next level.

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SEO; Beyond the Basics - NITB Masterclass

  1. 1. SEO; Beyond the Basics Barry Adams NITB ICT Masterclass 30 January 2014 Copyright. All Rights Reserved Pierce Communications. 2014 Copyright. All Rights Reserved Pierce Communications. 2014
  2. 2. Barry Adams • Digital Services Director at Pierce Communications • Built my first website in 1995, started my career in all things online in 1997 • Specialisation in SEO • Dutch (yes, really) • Lecturer on SEO & Digital Strategy for UU, QUB, DMI Copyright. All Rights Reserved Pierce Communications. 2014
  3. 3. Agenda  SEO Basics  Google+Local  Schema.org Structured Data  Content Strategy for SEO  Linkbuilding  Google Webmaster Tools Copyright. All Rights Reserved Pierce Communications. 2014
  4. 4. SEO Basics Copyright. All Rights Reserved Pierce Communications. 2014
  5. 5. Definition of SEO: Search Engine Optimisation  Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.  Getting more relevant traffic to websites via search engines' organic results. Copyright. All Rights Reserved Pierce Communications. 2014
  6. 6. Why is SEO important? Worldwide Internet Usage  Over 2 billion users online  150 billion searches a month (that’s more than 49,000 searches/second) UK Internet Usage  51.4 milion users (82.5% of the population)  In April 2010, Google received 4.1 billion search page views in the UK  The UK internet economy is worth £121 billion = 8.3% of UK gross domestic product Search Engine Usage     89% of all online purchases in the UK begin with a search 95% of all UK Internet users choose Google as their preferred search engine Organic search results receive over 75% of all clicks 91% of users do not look past the first page of search results Copyright. All Rights Reserved Pierce Communications. 2014
  7. 7. http://www.nitb.com/businesssupport/growyourbusiness/onlinemarketing.aspx Copyright. All Rights Reserved Pierce Communications. 2014
  8. 8. SEO is about two things: Relevance Copyright. All Rights Reserved Pierce Communications. 2014 Authority
  9. 9. Relevance & Authority: Keywords  Keywords match a search query to a webpage. Copyright. All Rights Reserved Pierce Communications. 2014 Links  Links determine which webpage ranks highest.
  10. 10. The SEO process: Keyword Research  Find the right keywords to optimise for On-Page Optimisation  Implement those keywords on the website  Make the website search-engine friendly Linkbuilding  Build links to the website to increase its authority Copyright. All Rights Reserved Pierce Communications. 2014
  11. 11. The Long Tail of search words Copyright. All Rights Reserved Pierce Communications. 2014 Source: http://www.seomoz.org/blog/illustrating-the-long-tail
  12. 12. Google+Local Copyright. All Rights Reserved Pierce Communications. 2014
  13. 13. Copyright. All Rights Reserved Pierce Communications. 2014
  14. 14. Copyright. All Rights Reserved Pierce Communications. 2014
  15. 15. Copyright. All Rights Reserved Pierce Communications. 2014
  16. 16. Google Hotel Finder Copyright. All Rights Reserved Pierce Communications. 2014
  17. 17. Local Results Copyright. All Rights Reserved Pierce Communications. 2014
  18. 18. Copyright. All Rights Reserved Pierce Communications. 2014
  19. 19. Google Maps = Google Places = Google+ • Claim your Google+ page • Ensure all information is correct  Incl opening hours, categorisation, contact details, etc • Add/update photos • Get reviews • Get some more reviews • Get lots & lots of reviews… Copyright. All Rights Reserved Pierce Communications. 2014
  20. 20. Outside of G+, you need ‘citations’ • Citations:  A mention of your business on a 3rd party website (ideally with address & contact details) • Citation sources:  Local directories (Yelp, 192, Scoot, Hotfrog, etc)  Mentions in news articles / blog posts Roundup lists are great for this (e.g. “Top 10 Maritime Themed Places to Visit in Belfast”) Copyright. All Rights Reserved Pierce Communications. 2014
  21. 21. Schema.org Structured Data Copyright. All Rights Reserved Pierce Communications. 2014
  22. 22. Schema.org structured data Copyright. All Rights Reserved Pierce Communications. 2014
  23. 23. Structured data / microdata “On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.” Quoted from schema.org Copyright. All Rights Reserved Pierce Communications. 2014
  24. 24. What does it do? It turns this: …in to this: Copyright. All Rights Reserved Pierce Communications. 2014
  25. 25. Google currently supports: • • • • • • • • Reviews People Products Businesses and organizations Recipes Events Music Videos Copyright. All Rights Reserved Pierce Communications. 2014
  26. 26. Content Strategy for SEO Copyright. All Rights Reserved Pierce Communications. 2014
  27. 27. Content Strategy “A content strategy for a website is a plan for the creation, publication, distribution, and management of content in various formats – text, video, images, interactive – that helps establish the online brand as a leader in its industry.” Copyright. All Rights Reserved Pierce Communications. 2014
  28. 28. Content Strategy for SEO • Optimised content will contain the right keywords in the right places, thus increasing the website’s relevance. • Engaging content will be shared and linked to, thus increasing the website’s authority. Copyright. All Rights Reserved Pierce Communications. 2014
  29. 29. Aspects of a Content Strategy 1. Set Objectives 2. Define Your Audience 3. Create a Content Calendar 4. Plan Your Content Promotion 5. Engage With Your Readers 6. Measure & Refine Copyright. All Rights Reserved Pierce Communications. 2014
  30. 30. Linkbuilding Copyright. All Rights Reserved Pierce Communications. 2014
  31. 31. Linkbuilding • Content alone is not enough to build authority. • Approximately 60%-70% of Google’s ranking algorithms are link-based. Copyright. All Rights Reserved Pierce Communications. 2014
  32. 32. But… Google doesn’t like linkbuilding “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Source: https://support.google.com/webmasters/answer/66356?hl=en Copyright. All Rights Reserved Pierce Communications. 2014
  33. 33. So what’s a SEO to do? • We have to tread carefully and ensure that we acquire only ‘natural’ links. • That means we have to earn them. • Earned links are (or appear to be) entirely valid recommendations from one website to another. Copyright. All Rights Reserved Pierce Communications. 2014
  34. 34. Linkbait • Content published on your own site that…  … is informative;  … is entertaining;  … is inspiring;  … has viral potential; • So that it naturally attracts links. Copyright. All Rights Reserved Pierce Communications. 2014
  35. 35. Linkbait types • • • • • Definitive guides / resources Top 10 lists Infographics Controversy Quirky angles on old topics Copyright. All Rights Reserved Pierce Communications. 2014
  36. 36. Outreach Linkbuilding ‘Outreach’ is basically PR for SEO purposes; 1. 2. 3. 4. Research link prospects Approach them with a personalised message Offer to write guest content for their website/blog Include a link in that guest article It’s a lot of manual effort - exactly what Google intends. Copyright. All Rights Reserved Pierce Communications. 2014
  37. 37. Google Webmaster Tools Copyright. All Rights Reserved Pierce Communications. 2014
  38. 38. Google Webmaster Tools Copyright. All Rights Reserved Pierce Communications. 2014
  39. 39. Structured Data Copyright. All Rights Reserved Pierce Communications. 2014
  40. 40. Search Queries Copyright. All Rights Reserved Pierce Communications. 2014
  41. 41. Sitemaps Copyright. All Rights Reserved Pierce Communications. 2014
  42. 42. Crawl Errors Copyright. All Rights Reserved Pierce Communications. 2014
  43. 43. SEO; Beyond the Basics  Google+Local  Schema.org Structured Data  Content Strategy for SEO  Linkbuilding  Google Webmaster Tools Copyright. All Rights Reserved Pierce Communications. 2014
  44. 44. Questions? badams@piercecommunications.co.uk http://www.piercecommunications.co.uk http://twitter.com/badams Copyright. All Rights Reserved Pierce Communications. 2014 Copyright. All Rights Reserved Pierce Communications. 2014
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