Introduction to SEO

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  • Allow SE to understand the content and its contextDon’t use more than one h1 per pageH2 only under h1 etc


  • 1. Introduction to SEO Dan Taylor @DanTaylorSEO
  • 2. About Me• 7 years experience in Internet Marketing• 4 years as an SEO• Worked at Click Consult, Just Search and MoneySupermarket as well as my own agency SEOwned• Have 3 lovely children and follow Everton (for my sins) 2
  • 3. Contents• What is SEO?• What is the Value of SEO• How Do You Do SEO? – Keyword Research – Onpage Optimisation – Link Building• Wrap Up 3
  • 4. What is SEO
  • 5. 5
  • 6. 6
  • 7. WikipediaSearch engine optimization (SEO) is the process ofimproving the visibility of a website or a web pagein search engines via the "natural" or un-paid("organic" or "algorithmic") search results.In EnglishGetting more relevant traffic via search enginesorganic listings. 7
  • 8. What is theValue of SEO?
  • 9. Why is SEO Important?Worldwide Internet Usage• 2 billion users online• Over 1 billion daily searches in GoogleUK• Over 82% of population are online• UK Internet economy worth over £100m = 7.2% of GDPSearch Engine Usage• 89% of all online purchases start with a search• 92% of searches made in Google• Organic results receive over 75% of clicks• 91% of searchers never go past the first page 9
  • 10. and here is where is all begins… 10
  • 11. 11
  • 12. Organic results 12
  • 13. Paid results 13
  • 14. Shopping results 14
  • 15. Google suggest 15
  • 16. Click through rates Source: 16
  • 17. How Do YouDo SEO?
  • 18. SEO is About Two Things 18
  • 19. SEO is About Two Things 19
  • 20. SEO is About Two Things 20
  • 21. The SEO Process Keyword • Find the right keywords to optimise for Research • Implement those keywords on the website On-Page • Make the website search-engine friendlyOptimisation • Build links to the website to increase its Linkbuilding authority 21
  • 22. KeywordResearch
  • 23. Keyword Research • Start with a basic set of keywords related to the website and the industry it operates in – Engagement Ring, Diamond Engagement Ring, Gold Engagement Ring • Use a keyword tool to expand the list and research competitive info – Wedding Ring, Wedding Band, Platinum Bands, White Gold Engagement Rings, … • Refine the list to set of targeted words – Diamond Engagement Rings, Celtic Wedding Rings, Gold Wedding Rings, Platinum Wedding Bands, White Gold Engagement Rings 23
  • 24. Short & Long Tail Higher Competition Lower Competition Lower Conversion Rate Higher Conversion Rate Research Phase (e.g TVs) Action Phase (e.g Buy Samsung E3454 32” LCD TV) 24
  • 25. Keyword Research Tools 25
  • 26. Keyword Research Tools 26
  • 27. Keyword Research Tools 27
  • 28. Keyword Research Tools 28
  • 29. Keyword Research Tools 29
  • 30. Keyword ResearchTips & Advice • Make sure your target keywords are relevant to the websites business. • Go for keywords that you can actually rank for (i.e. a new website will not be able to rank for ‘car insurance’) • Try to mix generic keywords (wedding ring) with long-tail keywords (white gold engagement ring) • Remember that keyword tool data is not 100% accurate • Monitor your SEO results to find out which keywords perform the best and focus your efforts there • Remember: keyword research is one of the most important aspects of SEO and it is an ongoing process. 30
  • 31. On PageOptimisation
  • 32. On Page Optimisation • Search Engines rank web pages – not websites • Build your pages around one theme and stick with it: – One page about wedding rings – One page about engagement rings • One subpage about white gold engagement rings • Don’t stuff a webpage full of keywords – moderation is the key • Optimise for your users and the search engines will love it. 32
  • 33. On Page OptimisationElements to be optimised Title tag Meta description tag Headline & paragraph structure Body text Image alt attribute URLs Internal links Sitemaps (HTML & XML) 33
  • 34. On Page OptimisationTitle Tag <title>SEO For Small Business - SEOwned Limited</title> • Start with your focus keyword, end with your brand name. • Keep it short – 65-70 characters (including spaces) • Use a unique title for every page on your site • Usually shown in the SERPs (but not always) 34
  • 35. On Page OptimisationMeta Description <meta name="description" content="Small Business? SEOwn It! Choose an SEO Agency that delivers on Return on Investment not just Rankings! Click Here Now to Find Out How We Can Help You!"/> • Not a ranking factor – but a very important click through factor. • SERPS only show 150 characters, and there is no guarentee they will choose your description. • Try to include focus keyword ones (it gets bolded) • Try and include a CTA (phone number, click here) 35
  • 36. On Page OptimisationBody Copy H1 Tag H2 Tags Paragraph text 36
  • 37. On Page OptimisationBody Copy • Write for users not search engines • More content = great for search engines Find the balance • Less content = better for users • Minimum amount of 200 words (typically 500+ is ideal) • Include your focus keywords and synonyms • Write naturally and make it readable • Spell and grammar check your content (get someone else to read it) • Don’t stuff your content with keywords. 37
  • 38. On Page OptimisationImage alt attribute <img src=“” alt=“Ireland Map with pins” /> • Make images relevant to content • Include a relevant alt tag – preferably containing the focus keyword (but don’t shoehorn irrelevant keywords in) 38
  • 39. On Page OptimisationURLs • Bad URL • Good URL -wedding-ring/ • Keep URLs technology agnostic (i.e. remove file extensions such as .html, .php, … • Don’t overdo the use of keywords • Use a logical hierarchical structure that makes sense to humans 39
  • 40. On Page OptimisationInternal links • Link from top to bottom • Link sideways and diagonally • Use keywords in the link Wrong: To read more about wedding rings click here Right: Read more about wedding rings • Use breadcrumb links 40
  • 41. On Page OptimisationSitemaps (HTML & XML) • HTML Sitemap – Webpage listing all pages on the website – Allows users to quickly find the page they’re looking for – Allows search engines to index all pages on your site – Should be linked to from the footer of every page • XML Sitemap – XML file containing all webpages on a website that you want to get indexed. – Can also include images and videos – Gives more info to search engines: update frequency, importance, date of last change. – Should be linked from the robots.txt file and added to Webmaster Tools 41
  • 42. On Page OptimisationHTML Sitemap 42
  • 43. On Page OptimisationXML Sitemap 43
  • 44. On Page OptimisationTips • Hidden text (white text on white background) – Don’t use it, easily detectable and will get you penalised • Meta keywords tag – Useless from an SEO perspective and can give away your target keywords to your competitors • Keyword stuffing – Doesn’t work and may get you penalised • Flash content – Mostly invisible to search engines so don’t use for content. Video and animation is fine • JavaScript – Mostly invisible to search engines so don’t use for main content of site or navigation 44
  • 45. On Page OptimisationTools • XENU Link Sleuth - – Indexes all pages of a website, data exportable to Excel – Use to create XML sitemaps and find duplicate titles, duplicate descriptions, internal inking and indexation issues. • Firebug – – Use to diagnose header tags, alt images – Use to find hidden text • Google Webmaster Tools – – See how Google sees your site – Pay attention to warnings – Great data straight from Google 45
  • 46. Link Building
  • 47. Link Building • Links determine the authority of a page • Higher authority = higher rankings • More links = higher authority • Not all links are equal – 1 valuable link from the BBC will be more powerful that over 100 links from low authority sites. • Link (anchor) text is very important – Branded link: Salford University – Brand + Keyword: Salford University SEO Course – Keyword rich link: SEO Course • A website needs all of these types of link 47
  • 48. Link BuildingHow to spot a valuable link • PageRank – A measure of how authoritative Google thinks the page is – Only updated sporadically but gives a general idea – 0 is bad (a new site or penalised sitemay have this), 10 is awesome (Facebook is a PR 10) • mozRank – Developed by SEOmoz and it a little more accurate than PageRank and updated more often • Not ‘nofollowed’ – If a link has a rel=“nofollow” attribute then search engines will not pass any value from that link to the page • Common sense – Spammy sites = low quality – Popular site = high quality link – Relevant site = valuable link 48
  • 49. Link BuildingDifferent types of link • Reciprocal links – Site A links to site B, and site B links back to site A – Try not to link to the same page i.e if they link from their homepage don’t link to their homepage – Not very valuable • Link wheel – Site A links to site B, site B links to site C, site C links to site A – A spam signal, avoid if you can • One-way link – Site A links to site B – Most valuable type of link, get as many of these as you can from relevant or powerful sites. 49
  • 50. Link BuildingHow to build links 1. Directory submissions 2. Press releases 3. Article marketing & guest blogging 4. Link bait 50
  • 51. Link Building1. Directory Submissions • Business Directories such as: – – – Best of the web ( • The best directories are usually paid • Always check if a directory link is valuable – What is the PageRank of the page where your link will end up? – Is that page indexed by Google? – Is the link nofollowed? • Good for building foundational brand links • Try and find relevant directories to an industry 51
  • 52. Link Building2. Press Releases • Great way to build valuable links • Make sure your press release… – Is newsworthy, relevant and interesting enough to be read – Contains a links back to your site (preferably with a keyword rich link text) • Use professional PR distributers – PR Web: £40 to £200 per press release – PR Newswire UK: pricing per article – BusinessWire: pricing per article – MyNewsDesk: £0 to £590 per month • There is no guarantee it will be picked up by news outlets – The more money and time spent on the press release generally leads to more and better links 52
  • 53. Link Building3. Article Marketing & Guest Blogging • Write relevant articles/blog posts • Links in article & in author bio • Use pseudonyms to create more authors • Article sites: – – – – – • Guest Blogging – Approach blogs and websites directly and offer content – Only link when relevant, link to other sites too – is a popular place to find blogs and bloggers 53
  • 54. Link Building4. Linkbait • Linkbait is: – Content published on your website that is so interesting/funny/newsworthy/shocking that people will link to it withoutr being asked • Type of linkbait: – Great articles with valuable insight – Infographics – Breaking news stories – Top n lists • Spread via social media – Share on Twitter, Facebook, Google+, Stumbleupon, … – Submit to social news sites such as Reddit 54
  • 55. Link Building Tools • SearchStatus Firefox Plugin – – Shows a webpages PageRank and mozRank and highlights nofollowed links • SEOMoz Open Site Explorer – – Analyse your competitors links and see if you can get some of them as well – Don’t just copy be inspired • Google Webmaster Tools – See some of the links that Google counts for your website and strive to get more of the same 55
  • 56. Questions? Dan Taylor deck at: