Advanced Seo
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Advanced SEO Presentation by Gareth Cartman, Ceridian for CIM Essex Digital Marketing Bootcamp Event

Advanced SEO Presentation by Gareth Cartman, Ceridian for CIM Essex Digital Marketing Bootcamp Event

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Advanced Seo Presentation Transcript

  • 1. Advanced SEO
    How to boost your website’s ranking
    For the Chartered Institute of Marketing, Essex
    Gareth Cartman
  • 2. An introduction to SEO
    Before we start…
    Why websites fail
    Why websites succeed
    Tricks of the trade… Keywords Anchor text Links On-page tweaks Social media Analytics Pay Per Click Some naughty stuff
    Website rescue breakout sessions
    Agenda
  • 3. Authority
    Popularity
    Clarity
    Persistence
    … underhandedness
    An introduction to SEO
  • 4. Cheryl Cole
    An introduction to SEO
  • 5. An introduction to SEO
  • 6. Html tags<a href=“…”>text</a><h1>…</h1><h2>…</h2>
    Meta tags
    Pagerank
    HTML vs Flash
    CSS
    Before we start…
  • 7. Why websites failTracyskarate.com
  • 8. Why websites failHavenworks.com
  • 9. Why websites failwww.neckandbackpainchiropractic.com
  • 10. Why websites failsmithandgoldsmith.homestead.com/home.html
  • 11. No clear strategy
    SEO + Web design don’t work together
    No keyword strategyTags & Titles!
    Too insularNo inbound linksNo social media / networkingNo local listings / directories
    Sitting back and doing nothingMore content + interaction
    Why websites fail
  • 12. Who is number 1 for “Click here”?
    Why is Wikipedia number 1 for everything?
    Why is The Sun number 1 for newspaper?
    Why is comparethemarket.com increasing market share?
    Why websites succeed
  • 13. Use Google Adwords Keyword tool
    Analyse your on-page keyword density
    Look for temporal trends (Facebook lexicon, Google trends, Twist)
    Test with paid search – measure with analytics
    Segment and prioritise your keywords for intent Navigational Transactional Informational Commercial
    Tricks of the trade… keywords
  • 14. What is anchor text?
    Why is it important?
    How can I influence anchor text?
    Tricks of the trade… anchor text
  • 15. Why do I need inbound links?
    How can I get inbound links?
    Why are some links better than others?
    Why are some links harmful?
    What does a good link profile look like?
    Always use Yahoo Site Explorer. Always.
    How do internal links affect my rankings?
    Tricks of the trade… Links
  • 16. Tricks of the trade… yahoo
  • 17. Tricks of the trade… link juice
  • 18. Tricks of the trade… link juice
  • 19. Tricks of the trade… link juice
  • 20. The more SEO you do, the more juice you can get…
    Direct the ‘juice’ flow
    Block ‘juice’ flow to low-importance pages (e.g. contact form)
    Increase the importance of ‘juicy’ pages
    E.g. “bet 10 get 20” (freebetbookmaker.com)
    Page-sculpting
    Tips of the trade… link juice
  • 21. Positioning keywordsTop + bottom para + in bold
    Keyword density
    Text high up in html code
    Remove unnecessary outbound links or ‘nofollow’ them
    Always text navigation, never image
    Don’t use flash, despite the temptations
    Tips of the trade… on-page tweaks
  • 22. Be active and be present
    Bookmark & share (socialposter.com)
    Provide fresh, original content link-bait (top 10)
    Create communities (Facebook, Twitter)
    Use the latest technology, but use it sparingly (video, podcast, etc.)
    Tricks of the trade… social media
  • 23. Tricks of the trade… analytics
  • 24. Tricks of the trade… analytics
  • 25. There is no limit to what you can know…
    Set up goals
    Find trends
    Re-direct your strategy around those trends
    Know your visitorsWhere are they? Who are they? What are they doing?
    Tricks of the trade… analytics
  • 26. Paid search on google / yahoo / bing
    See if your site is profitable
    Test, test, test: try different ad copy
    Measurements- Clickthrough rate- Bounce rate- Conversion rate
    Quality score – how to improve it
    Tricks of the trade… PPC
  • 27. Comment spam
    Article spinning
    Social bookmark spamming
    Paying for links
    Sub-domain switching (301 redirects)
    Tricks of the trade… some naughty stuff
  • 28. “Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit”
    Google
    Tricks of the trade… some naughty stuff
  • 29. Moorhill dog kennels needs your help. Having expanded to create more kennels, it needs to fill them and sees the website as key to doing so. How do you develop short and long-term plans for success?
    Rubaduck.com wants to start selling a stock of rubber ducks, and needs to switch focus quickly. How can you shift that stock online and make Rubaduck the no.1 resource for rubber ducks?
    Woman Junction is an online website for women, with few repeat visits and a low advertising revenue. The site is also suffering from high bounce rates. How can you boost revenue and increase repeat visitors?
    Website rescue breakout