0
Secrets

Secrets

How to create inbound marketing momentum
with great, optimised content
October 2013

Helen McInnes
Agenda



Why is SEO important?



How do you choose the right keywords?





Inspiration

What quick wins will improv...
Findability is critical

21% of all traffic to B2B sites comes from
search engines
Around 90% of that comes from
organic s...
Focus on long-tail keywords

Just
browsing

‘

‘

Ready to
buy now

40% of online searches are
comprised of 4+ words
4
Select the best keywords

1.


List your potential keywords/keyphrases
Focus on highly specific words & phrases
that will...
Select the best keywords

2.

Assess competitors’ keywords
View the source code of your competitor's
page and check to see...
Get noticed

2.

1.
Of
course, your
content
needs to be
compelling
as a starting
point

5.
3.

6.

4.

Source: MOZ
Survey ...
SEO priorities

1. Backlinks


Build good quality backlinks
from relevant, authoritative
websites through
PR, blogging, T...
The 5 types of backlink



Exact match anchor text
If you’re trying to rank for *web
design company], the link
displayed ...
Not all backlinks are created equal
Domain authority


Backlinks from relevant websites with
high PageRank are better


...
Not all backlinks are created equal
Backlink location


Backlinks located within the
main content of an article or
webpag...
SEO priorities

2. Optimise your website structure
i)

Good navigation makes it easy for
customers to find your contact
de...
SEO priorities

2. Optimise your website structure
iii) Create an XML sitemap
(a ‘list of all of the URLs on your
website’...
SEO priorities

3. Optimise your on-page content


Ensure you’re using your keywords/phrases in the:
- URL domain extensi...
Visuals
Images should have meaningful filenames
images.site.com/hotelname-street-london-uk.jpg
(include location if releva...
Refresh old content…
1.

Assess your old content



Set the date range in
Google Analytics at 90 days



Click on acquis...
Refresh old content…
2. Optimise poorly performing pages


Add your keyword/phrase in the headline



Check keyword dens...
SEO priorities

4. Make social media a daily habit
Social media is now essential

Social proof is now being factored
into...
SEO priorities

4. Make social media a daily habit
Blogging
Do you want to:
 Build thought-leadership for your
company/br...
SEO priorities

4. Make social media a daily habit
Decide how to set up your blog


A blog on a subdirectory:
Pros
- Adds...
SEO priorities

4. Make social media a daily habit
Decide how to set up your blog


Blog on a separate domain
Pros:
- May...
SEO priorities

4. Make social media a daily habit
Decide how to set up your blog
 Another option is to set up the blog o...
SEO priorities

4. Make social media a daily habit
Twitter

Websites displaying Twitter share buttons are linked to 7X mo...
SEO priorities

4. Make social media a daily habit


Create a full company profile
in LinkedIn



Add a LinkedIn share b...
SEO priorities

4. Make social media a daily habit
Video












Publish a series of brief videos over time a...
SEO priorities

4. Make social media a daily habit
Google+
 Google+ is now the world’s second largest social
network with...
SEO priorities

5. Internal links…




Help users to navigate a website and
encourages them to stick around longer
Ensu...
SEO priorities
6. Localise your site by country


Country localisation isn’t
simply about translation



Ask in-country ...
Key take-away

Google moves the
goalposts regularly with
tweaks and updates to its
algorithms
What matters most for
effect...
Stay in touch
Find more useful tips at:
www.slideshare.net/HelenMcI2
www.scribd.com/HelenMcI

Connect with me at:
uk.linke...
Secrets

Secrets

How to create inbound marketing momentum
with great, optimised content
October 2013

Helen McInnes
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Seo secrets: six easy steps to building inbound marketing momentum

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It's all well and good creating great content, but you need to let people know about it too. This guide will help B2B companies rise to the top of search engine rankings for your keyphrases and amplify your messages through social channels.

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Transcript of "Seo secrets: six easy steps to building inbound marketing momentum"

  1. 1. Secrets Secrets How to create inbound marketing momentum with great, optimised content October 2013 Helen McInnes
  2. 2. Agenda  Why is SEO important?  How do you choose the right keywords?   Inspiration What quick wins will improve your search engine rankings? How can an high impact content strategy help? Credibility Timing 2
  3. 3. Findability is critical 21% of all traffic to B2B sites comes from search engines Around 90% of that comes from organic search Source: eConsultancy.com 3
  4. 4. Focus on long-tail keywords Just browsing ‘ ‘ Ready to buy now 40% of online searches are comprised of 4+ words 4
  5. 5. Select the best keywords 1.  List your potential keywords/keyphrases Focus on highly specific words & phrases that will be frequently used by your target audience Think about: i) The problems your products/services solve ii) The benefits of your products/services iii) Newsworthy trends and how they relate to your products/services v) What site visitor actions you want when people arrive (e.g. “advice on buying an X”) Don’t use generic words - be specific about what’s special about your products/services Use the Google Contextual Targeting Tool in Adwords to find synonyms 5
  6. 6. Select the best keywords 2. Assess competitors’ keywords View the source code of your competitor's page and check to see if they have meta keywords tags. This tag will look like <meta name="Keywords" content="..."> Use a keyword checker tool 3. Assess what’s achievable Find out the monthly activity and popularity of each potential keyword using Wordtracker, Keyword Discovery and the Google Adwords Keyword Planner Assess your keywords and phrases regularly in response to changes in your product/service portfolio, competitor activity and industry trends 6
  7. 7. Get noticed 2. 1. Of course, your content needs to be compelling as a starting point 5. 3. 6. 4. Source: MOZ Survey of SEO experts 2013 7
  8. 8. SEO priorities 1. Backlinks  Build good quality backlinks from relevant, authoritative websites through PR, blogging, Twitter, LinkedIn, discussion forum links etc.  Link Google Webmaster Tools to your Google Analytics account and check your inbound link list regularly  Avoid links from low quality article/news syndication sites and bought links Backlinks drive traffic directly to your site as well as being great for SEPRs (Search Engine Page Rankings) 8
  9. 9. The 5 types of backlink  Exact match anchor text If you’re trying to rank for *web design company], the link displayed is: web design company  Partial match anchor text If you’re trying to rank for [internet marketing basics], only some of the words are used: internet marketing  Unrelated phrase anchor text  Example: Click here  URL link http://ncr.com Image link Use keywords in the alt text field 9
  10. 10. Not all backlinks are created equal Domain authority  Backlinks from relevant websites with high PageRank are better  Backlinks from many high quality, unique domains are better than multiple links from the same domain Type of backlink  Anchor text backlinks using a keyphrase have the biggest impact on SEPRs  A diversity of backlinks using your website URL, related keywords and random text can be used and they look natural to search engines 10
  11. 11. Not all backlinks are created equal Backlink location  Backlinks located within the main content of an article or webpage (vs a sidebar, or footer) carry more weight  Backlinks located at the beginning or top of an article are best Don’t build backlinks too fast or it will appear “unnatural” to Google and you’ll be penalised in the SERPs 11
  12. 12. SEO priorities 2. Optimise your website structure i) Good navigation makes it easy for customers to find your contact details, register for more information or complete a sale and for the Googlebots to index your site ii) Include a homepage title + description outlining what you offer Add unique title descriptions for every page Snippets need to be <70 characters and contain the target keyword (preferably near the beginning) 12
  13. 13. SEO priorities 2. Optimise your website structure iii) Create an XML sitemap (a ‘list of all of the URLs on your website’) Submit this via Google Webmaster Tools to give its spiders a head start when trying to discover & index your content iv) URL structure Use descriptive “permalinks: Opt for: http://www.mydomain.com/SEOsuccess (example keyphrase) rather than this: http://www.mydomain.com/?p=144 13
  14. 14. SEO priorities 3. Optimise your on-page content  Ensure you’re using your keywords/phrases in the: - URL domain extension - Page title - First paragraph - Link anchor text - (Sub-)headings - Alt tags for images/videos & Javascript content Content freshness is critical  Make it easy for people to amplify your content with social sharing buttons  Use schemas (i.e. HTML tags) to mark up your pages in ways recognised by major search providers: http://schema.org 14
  15. 15. Visuals Images should have meaningful filenames images.site.com/hotelname-street-london-uk.jpg (include location if relevant) NOT 112354_main.jpg Tips:  Include keyword in your file name, but don’t overdo it  Use hyphens to split words; avoid underscores/other signs  Go for a short name (4-5 words max) Alt tags Provide a description to help search engines establish the content or subject of your image: <img src=”where your image is saved” alt=”Target keyword (product name) and a short description”/> XML Sitemaps Provide a caption, title, geo location and license for each image 15
  16. 16. Refresh old content… 1. Assess your old content  Set the date range in Google Analytics at 90 days  Click on acquisition/search engine optimization/queries (Analytics needs to be connected with Webmaster Tools)  Sort by “average position” (Set an advanced filter for greater than 10 to see what people are searching for that you’ve already written content for. Identify terms that you want to rank for at position 10 or lower (i.e. page 1))  Type in site:yoururl.com keyword in a search engine and double check where you rank 16
  17. 17. Refresh old content… 2. Optimise poorly performing pages  Add your keyword/phrase in the headline  Check keyword density Google seems to like sites that have a 1-2% on-page keyword density. Yahoo is slightly higher at 3%  Add keyword in a sub-heading  Add keyword in your anchor text to links  Add an image and tag it 3. Share your “old” page on your social networks again  Give a reason why people should visit it. Make it “NEWsworthy again”…refer to something you’ve just read/heard about in the news in your Tweet/LinkedIn update  Assess traffic via your analytics account 17
  18. 18. SEO priorities 4. Make social media a daily habit Social media is now essential  Social proof is now being factored into search engine rankings  The more social shares a website or blog post has, the better it is likely to rank  The network size may be less important than who is in the network and interacts with your content The value of social media goes well beyond the direct impact to rankings. It provides exceptional value as an audience listening post for feedback on content & products/service ideas 18
  19. 19. SEO priorities 4. Make social media a daily habit Blogging Do you want to:  Build thought-leadership for your company/brand with your blog?  Create a channel to drive deep linking to specific pages of your website?  Answer "human queries" in an otherwise "corporate" website?  Be seen as a unique "unbiased" voice in your industry with a non-branded blog? 19
  20. 20. SEO priorities 4. Make social media a daily habit Decide how to set up your blog  A blog on a subdirectory: Pros - Adds regular fresh content to the root domain and is good for SEO - Promoting content that resides "on" the website can earn you (deep) links Cons - Won't provide an additional "brand" listing in the SERPs and direct ability to get links "from another website/sub-domain“  A blog on a subdomain: Pros - Gives you an additional brand presence in the SERPs that you control. You can piggyback on the already "built" authority of the root domain - You gain links from another website (subdomains are treated pretty much as such) and can deep-link to specific pages within the root Cons - Not as much freshness on the domain - Content that "hits" (good promotion/links) doesn't add as much link value to the root 20
  21. 21. SEO priorities 4. Make social media a daily habit Decide how to set up your blog  Blog on a separate domain Pros: - May be seen as an "unbiased" resource (that links to your corporate website) - If the content is good, the blog can gain authority that can be passed through to your corporate website through "unbiased" linking Cons: - It will take time to establish authority and for posts to rank - It may not show thought-leadership for your company or be seen as biased  Blog on WordPress.com or Blogger Pros: - You would gain a link that is coming from an authority domain Cons: - Limitations as to how you can design/template to fit your brand - Any content promoted (linked to) won't provide direct value to your main company website/domain 21
  22. 22. SEO priorities 4. Make social media a daily habit Decide how to set up your blog  Another option is to set up the blog on your domain and seek advanced guest postings on authoritative blogs Fix your permalink structure    Permalinks are how people locate your blog and its internal posts and pages. They are made up of a root and an extension. For example: ROOT: SEOsecrets.com EXTENSION: SEOsecrets.com/beginner-blogging-seo Change this in WordPress at Settings/Permalinks Select CUSTOM STRUCTURE and then add /%postname%/ Install a sitemap  http://wordpress.org/plugins/google-sitemap-generator/ Comment on other blogs  Not only does it get you more traffic, exposure and new relationships, it also counts as a backlink Use SEO plugins  One of the best ones to start with is the All in One SEO Pack 22
  23. 23. SEO priorities 4. Make social media a daily habit Twitter  Websites displaying Twitter share buttons are linked to 7X more than websites without sharing plugins via Twitter  Specific calls to “comment,” “share,” and “retweet” posts produce exactly the desired effect, increasing the requested engagement by as much as 100%  Repeat your Tweets four times, eight hours apart. Use different headlines to test which one gets the best clicks for a particular post  Create your own branded URL shortener to use in Twitter updates  Use bitly to create content bundles (infographics + Twitter post)  Use TweetDeck (or Hootsuite) to monitor and analyse Twitter activity and engagement levels  Use Twitter Analytics to check click throughs to your content or bitly for specific content bundles 23
  24. 24. SEO priorities 4. Make social media a daily habit  Create a full company profile in LinkedIn  Add a LinkedIn share button to your other digital properties  Recommendations in the services section of your company page helps establish trust and build brand reputation  Create an editorial calendar of updates — company owned and highlight relevant third party material  Post links to your Slideshare, Scribd and YouTube content via your company page, professional page and to relevant industry forums if appropriate  Monitor LinkedIn Page Insights and Analytics to learn more about your audience and the content visitors tend to consume most 24
  25. 25. SEO priorities 4. Make social media a daily habit Video          Publish a series of brief videos over time about aspects of your industry, its products/services (“how to” guides) Keep videos short – 2 mins max Include a link to your business website at the beginning of the video description Brand the video from the start (people may not watch right to the end) and include contact details. Text within videos can be “read” out of the data by Google’s algorithms Provide a short biography about your company in the description field of YouTube Tags the video using multi-word keyword phrases as well as single keywords Embed the video in your website page and/or on your blog but “house” it in YouTube for maximum SEO benefit. The number of embeds is another factor that indicates the popularity of videos Include a transcript of the video on your website Add the video to your Google+ Local page and Google Places profile 25
  26. 26. SEO priorities 4. Make social media a daily habit Google+  Google+ is now the world’s second largest social network with 340 million active users worldwide  Google+’s Circles and Communities make finding like-minded individuals to have meaningful conversations  Google Authorship which verifies other content (articles, blog posts) by linking it to the author’s Google+ profile. A photo of the author will then display in Google search results  Set up a profile page and sharing updates (with hashtags relevant to key trends), videos, infographics and announcements 26
  27. 27. SEO priorities 5. Internal links…    Help users to navigate a website and encourages them to stick around longer Ensure every page is “discoverable” by the search engine spiders Spread link juice (ranking power) around your website Tips:     Use descriptive keywords in anchor text that give a sense of the topic or keywords the source page is trying to target Link your important pages from the homepage using descriptive anchor text Have no more than 100 links per page Keep the architecture no more than 3 levels deep Pyramid structure: minimum number of links between the homepage and any given page 27
  28. 28. SEO priorities 6. Localise your site by country  Country localisation isn’t simply about translation  Ask in-country staff and assess search volumes and keyword competitiveness for your keywords using relevant local search engines (e.g. Baidu in China)  Country-specific top-level domains (TLDs) are important as are country-specific assets optimized as a sub-directory (www​.exam​ple​.com/​de/) or as a sub-domain (www​.fr​.exam​ple​.com)  Ensure that a country site is seen as canonical and the primary page to be indexed by Google by adding a <link> element to the <head> section  Ensure there is a steady stream of relevant local content being created, local high quality backlinks and local social media activity 28
  29. 29. Key take-away Google moves the goalposts regularly with tweaks and updates to its algorithms What matters most for effective SEO is creating and sharing great content Be insightful, entertaining, relevant and useful to your audience 29
  30. 30. Stay in touch Find more useful tips at: www.slideshare.net/HelenMcI2 www.scribd.com/HelenMcI Connect with me at: uk.linkedin.com/in/helenmcinnes @HelenMcI Thanks for your time… 30
  31. 31. Secrets Secrets How to create inbound marketing momentum with great, optimised content October 2013 Helen McInnes
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