How to do SEO in          2013Copyright DEER digital Ltd. 2013
2013         Why is search so         important?Copyright DEER digital Ltd. 2013
2013Which channels do B2B buyers use to get information advice?                  Web searches                             ...
2013         “In 5 years time there won’t         be any SEO experts.”                                   Roz Mackenzie, Ge...
2013Copyright DEER digital Ltd. 2013
2013         How can you influence the         ranking of your site in         search listings?Copyright DEER digital Ltd....
2013         The evolution of searchCopyright DEER digital Ltd. 2013
2o13                                   THEN     Target specific keywordsWrite content for search engines                 K...
2o13                                   THEN             NOW                                          Target wider range of...
2o13                                   THEN             NOW                                          Target wider range of...
2o13                                   THEN             NOW                                          Target wider range of...
2o13                                   THEN             NOW                                          Target wider range of...
2o13                                   THEN             NOW                                          Target wider range of...
Debunking SEO          mythsCopyright DEER digital Ltd. 2013
2013         Myth #1:         You must rank topCopyright DEER digital Ltd. 2013
2013         Myth #2:         It’s all about keywordsCopyright DEER digital Ltd. 2013
2013         Myth #3:         Homepages need a lot of         contentCopyright DEER digital Ltd. 2013
2013         Myth #4:         SEO is something IT can         handleCopyright DEER digital Ltd. 2013
2013         Myth #5:         Content alone will get         resultsCopyright DEER digital Ltd. 2013
How to do SEO in          2013Copyright DEER digital Ltd. 2013
2013         SEO housekeeping         checklistCopyright DEER digital Ltd. 2013
2013  No. 1: Allow robots to crawl appropriate pages within your siteCopyright DEER digital Ltd. 2013
2013  No. 2: Install analyticsCopyright DEER digital Ltd. 2013
2013  No. 2: Install analyticsCopyright DEER digital Ltd. 2013
2013  No. 3: Set up Google Webmaster toolsCopyright DEER digital Ltd. 2013
2013  No. 4: Set up meta dataCopyright DEER digital Ltd. 2013
2013  No. 4: Set up meta data                                                  Page                                   Titl...
2013  No. 4: Set up meta data                                                  Page                                   Titl...
2013  No. 5: Use SEO friendly page titles www.company.com/infopage.cfmPageID=2 www.company.com/news/post122 http://comany....
2013  No. 5: Use SEO friendly page titles www.company.com/infopage.cfmPageID=2   www.company.com/get-in-touch www.company....
2013  No. 6: Add breadcrumb navigationCopyright DEER digital Ltd. 2013
2013  No. 7: Put HTML & XML site-maps on your siteCopyright DEER digital Ltd. 2013
2013  No. 7: Put HTML & XML site-maps on your siteCopyright DEER digital Ltd. 2013
2013  No. 7: Put HTML & XML site-maps on your site                                                 USERSCopyright DEER dig...
2013  No. 7: Put HTML & XML site-maps on your site                                                 USERSCopyright DEER dig...
2013  No. 7: Put HTML & XML site-maps on your site                                                 USERSCopyright DEER dig...
2013  No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
2013  No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
2013  No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
2013  No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
2013  No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
2013  No. 9: Ensure images have alt text descriptionsCopyright DEER digital Ltd. 2013
2013  No. 10: Add your business to Google placesCopyright DEER digital Ltd. 2013
2013         How YOU can influence         search engine resultsCopyright DEER digital Ltd. 2013
2013                                   Content StrategyCopyright DEER digital Ltd. 2013
2013                                   Content Strategy      1.      2.      3.       Business       ObjectivesCopyright D...
2013                                        Content Strategy      1.      2.      3.                                 ?    ...
2013                                        Content Strategy      1.      2.      3.                                 ?    ...
2013                                        Content Strategy      1.      2.      3.                                 ?    ...
2013                                        Content Strategy                                             Measurement      ...
2013                                    “I realised that I needed to stop selling so much and just                        ...
2013                                            “I realised that I needed to stop selling so much and just                ...
2013                                            “I realised that I needed to stop selling so much and just                ...
2013                                            “I realised that I needed to stop selling so much and just                ...
2013                                             “I realised that I needed to stop selling so much and just               ...
2013                                               “I realised that I needed to stop selling so much and just             ...
2013Copyright DEER digital Ltd. 2013
2013                                   1. Provide relevant, useful contentCopyright DEER digital Ltd. 2013
2013                                   1. Provide relevant, useful content                        2. Publish frequently (....
2013                                   1. Provide relevant, useful content                        2. Publish frequently (....
2013                                   1. Provide relevant, useful content                        2. Publish frequently (....
hello@deerdigital.com     01224 583821   @DEERdigital
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How to do SEO in 2013

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If you are in marketing or PR, Search Engine Optimisation is one of those topics that comes up a lot. Everybody knows it’s important but there is an illusion around it that you have to be a tech expert to master the techniques and learn tricks to get to that coveted top position. But the reality is the rules have changed. This presentation is about debunking the myths that surround SEO and giving you a structure to follow to understand how to maximise search engines for business in 2013.

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  • Something that I love about SEO is that it is in an ever changing discipline. What worked for you last year may not work at all for you now, or in the near future. This is something that is often a bone of contention, causing disputes within the SEO fraternity, and further afield...:http://www.orangeboxseo.com/
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How to do SEO in 2013

  1. 1. How to do SEO in 2013Copyright DEER digital Ltd. 2013
  2. 2. 2013 Why is search so important?Copyright DEER digital Ltd. 2013
  3. 3. 2013Which channels do B2B buyers use to get information advice? Web searches 71% Other word of mouth 56%Online community sites 12% LinkedIn 1o% Facebook 5% Twitter 3% Other social media 2% Other 1% 0 150 300 450 600 Source: Buyersphere Report 2012Copyright DEER digital Ltd. 2013
  4. 4. 2013 “In 5 years time there won’t be any SEO experts.” Roz Mackenzie, General Manager of Content Strategy at TUI Travel January 2013Copyright DEER digital Ltd. 2013
  5. 5. 2013Copyright DEER digital Ltd. 2013
  6. 6. 2013 How can you influence the ranking of your site in search listings?Copyright DEER digital Ltd. 2013
  7. 7. 2013 The evolution of searchCopyright DEER digital Ltd. 2013
  8. 8. 2o13 THEN Target specific keywordsWrite content for search engines Keyword stuffing Focus on link building Optimise for search enginesCopyright DEER digital Ltd. 2013
  9. 9. 2o13 THEN NOW Target wider range of keywords/ Target specific keywords phrasesWrite content for search engines Keyword stuffing Focus on link building Optimise for search enginesCopyright DEER digital Ltd. 2013
  10. 10. 2o13 THEN NOW Target wider range of keywords/ Target specific keywords phrasesWrite content for search engines Write content for users Keyword stuffing Focus on link building Optimise for search enginesCopyright DEER digital Ltd. 2013
  11. 11. 2o13 THEN NOW Target wider range of keywords/ Target specific keywords phrasesWrite content for search engines Write content for users Keyword stuffing User friendly content Focus on link building Optimise for search enginesCopyright DEER digital Ltd. 2013
  12. 12. 2o13 THEN NOW Target wider range of keywords/ Target specific keywords phrasesWrite content for search engines Write content for users Keyword stuffing User friendly content Focus on link building Focus on social signals Optimise for search enginesCopyright DEER digital Ltd. 2013
  13. 13. 2o13 THEN NOW Target wider range of keywords/ Target specific keywords phrasesWrite content for search engines Write content for users Keyword stuffing User friendly content Focus on link building Focus on social signals Optimise for search engines Optimise for usersCopyright DEER digital Ltd. 2013
  14. 14. Debunking SEO mythsCopyright DEER digital Ltd. 2013
  15. 15. 2013 Myth #1: You must rank topCopyright DEER digital Ltd. 2013
  16. 16. 2013 Myth #2: It’s all about keywordsCopyright DEER digital Ltd. 2013
  17. 17. 2013 Myth #3: Homepages need a lot of contentCopyright DEER digital Ltd. 2013
  18. 18. 2013 Myth #4: SEO is something IT can handleCopyright DEER digital Ltd. 2013
  19. 19. 2013 Myth #5: Content alone will get resultsCopyright DEER digital Ltd. 2013
  20. 20. How to do SEO in 2013Copyright DEER digital Ltd. 2013
  21. 21. 2013 SEO housekeeping checklistCopyright DEER digital Ltd. 2013
  22. 22. 2013 No. 1: Allow robots to crawl appropriate pages within your siteCopyright DEER digital Ltd. 2013
  23. 23. 2013 No. 2: Install analyticsCopyright DEER digital Ltd. 2013
  24. 24. 2013 No. 2: Install analyticsCopyright DEER digital Ltd. 2013
  25. 25. 2013 No. 3: Set up Google Webmaster toolsCopyright DEER digital Ltd. 2013
  26. 26. 2013 No. 4: Set up meta dataCopyright DEER digital Ltd. 2013
  27. 27. 2013 No. 4: Set up meta data Page Title tag descriptionCopyright DEER digital Ltd. 2013
  28. 28. 2013 No. 4: Set up meta data Page Title tag description Keywords AuthorshipCopyright DEER digital Ltd. 2013
  29. 29. 2013 No. 5: Use SEO friendly page titles www.company.com/infopage.cfmPageID=2 www.company.com/news/post122 http://comany.com/taxonomy/term/5Copyright DEER digital Ltd. 2013
  30. 30. 2013 No. 5: Use SEO friendly page titles www.company.com/infopage.cfmPageID=2 www.company.com/get-in-touch www.company.com/news/post122 www.company.com/news/13-ways-to- improve-your-website-in-2013 http://comany.com/taxonomy/term/5 http://comany.com/events/January-2013/ content-webinarCopyright DEER digital Ltd. 2013
  31. 31. 2013 No. 6: Add breadcrumb navigationCopyright DEER digital Ltd. 2013
  32. 32. 2013 No. 7: Put HTML & XML site-maps on your siteCopyright DEER digital Ltd. 2013
  33. 33. 2013 No. 7: Put HTML & XML site-maps on your siteCopyright DEER digital Ltd. 2013
  34. 34. 2013 No. 7: Put HTML & XML site-maps on your site USERSCopyright DEER digital Ltd. 2013
  35. 35. 2013 No. 7: Put HTML & XML site-maps on your site USERSCopyright DEER digital Ltd. 2013
  36. 36. 2013 No. 7: Put HTML & XML site-maps on your site USERSCopyright DEER digital Ltd. 2013
  37. 37. 2013 No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
  38. 38. 2013 No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
  39. 39. 2013 No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
  40. 40. 2013 No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
  41. 41. 2013 No. 8: Create a useful 404 pageCopyright DEER digital Ltd. 2013
  42. 42. 2013 No. 9: Ensure images have alt text descriptionsCopyright DEER digital Ltd. 2013
  43. 43. 2013 No. 10: Add your business to Google placesCopyright DEER digital Ltd. 2013
  44. 44. 2013 How YOU can influence search engine resultsCopyright DEER digital Ltd. 2013
  45. 45. 2013 Content StrategyCopyright DEER digital Ltd. 2013
  46. 46. 2013 Content Strategy 1. 2. 3. Business ObjectivesCopyright DEER digital Ltd. 2013
  47. 47. 2013 Content Strategy 1. 2. 3. ? Business Target Audience Objectives ProfilingCopyright DEER digital Ltd. 2013
  48. 48. 2013 Content Strategy 1. 2. 3. ? Business Target Audience Content Objectives Profiling AuditCopyright DEER digital Ltd. 2013
  49. 49. 2013 Content Strategy 1. 2. 3. ? Business Target Audience Content Content Objectives Profiling Audit PlanningCopyright DEER digital Ltd. 2013
  50. 50. 2013 Content Strategy Measurement 1. 2. 3. ? Business Target Audience Content Content Objectives Profiling Audit PlanningCopyright DEER digital Ltd. 2013
  51. 51. 2013 “I realised that I needed to stop selling so much and just be helpful and available”Copyright DEER digital Ltd. 2013 Source
  52. 52. 2013 “I realised that I needed to stop selling so much and just be helpful and available” Ebook YouTube WebsiteCopyright DEER digital Ltd. 2013 Source
  53. 53. 2013 “I realised that I needed to stop selling so much and just be helpful and available” Ebook YouTube WebsiteCopyright DEER digital Ltd. 2013 Source
  54. 54. 2013 “I realised that I needed to stop selling so much and just be helpful and available” Ebook YouTube WebsiteCopyright DEER digital Ltd. 2013 Source
  55. 55. 2013 “I realised that I needed to stop selling so much and just be helpful and available” Ebook YouTube✓ 9,000 downloads! Website ✓ 50,500 video views! ✓ 5,900 fans, 200 ‘talking about’Copyright DEER digital Ltd. 2013 Source
  56. 56. 2013 “I realised that I needed to stop selling so much and just be helpful and available” Ebook YouTube✓ 9,000 downloads! Website ✓ 50,500 video views! ✓ Top ranking for all ✓ 5,900 fans, 200 ‘talking about’ ✓ Revenue up 19% 2012 key search terms Vs 2011 ✓ Conversion rate is up from 55% to 70%Copyright DEER digital Ltd. 2013 Source
  57. 57. 2013Copyright DEER digital Ltd. 2013
  58. 58. 2013 1. Provide relevant, useful contentCopyright DEER digital Ltd. 2013
  59. 59. 2013 1. Provide relevant, useful content 2. Publish frequently (...use an editorial calendar!)Copyright DEER digital Ltd. 2013
  60. 60. 2013 1. Provide relevant, useful content 2. Publish frequently (...use an editorial calendar!) 3. Promote your contentCopyright DEER digital Ltd. 2013
  61. 61. 2013 1. Provide relevant, useful content 2. Publish frequently (...use an editorial calendar!) 3. Promote your content 4. Measure & reactCopyright DEER digital Ltd. 2013
  62. 62. hello@deerdigital.com 01224 583821 @DEERdigital

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