Useful Tips on the Power of SEO
and the World Beyond
#BritMums Live
Presenter Jo Turnbull
June 2014@SEOJoBlogs
#BritMumsLive @SEOJoBlogs
Who is SEO Jo Blogs?
• Jo Turnbull started in SEO while
working for a mobile tech company
• Move...
#BritMumsLive @SEOJoBlogs
What is SEO?
Photo from https://www.flickr.com/photos/31246066@N04/5415215092/
#BritMumsLive @SEOJoBlogs
• SEO = Search Engine Optimisation
• “Natural” position of a website in the search
results
Defin...
#BritMumsLive @SEOJoBlogs
Simple – Easy - Option
It is not just an add on to think about when
the site has been built
Phot...
#BritMumsLive @SEOJoBlogs
It’s Like Forgetting the Key Ingredient
Photo from https://www.flickr.com/photos/alisdair/809161...
#BritMumsLive @SEOJoBlogs
Why is SEO Important?
#BritMumsLive @SEOJoBlogs
High
CTRs
Long
Lasting
Effect
Low
CPAs
Photo from being30.com
It is Important Because:
#BritMumsLive @SEOJoBlogs
SEO Used to Be
• Meta Titles
• Keyword
Stuffing
• Spammy Links
• Ranking in
Google
• Guaranteed
...
#BritMumsLive @SEOJoBlogs
Elements of Ranking
• Title Tags
• Meta Description Tags
• ALT Tags
• H1, H2, H3 (and accompanyi...
#BritMumsLive @SEOJoBlogs
Brilliant Basics
#BritMumsLive @SEOJoBlogs
Brilliant Basics
• H1 tag
• ALT Tags
• Keywords in the
content
• H2 tag
• URL Structure
#BritMumsLive @SEOJoBlogs
Do You Know This Man?
#BritMumsLive @SEOJoBlogs
Panda and Penguin
#BritMumsLive @SEOJoBlogs
Some Clarity
• Panda – Feb 2011 (Europe April) – cracks
down on thin content, content farms
• Pe...
#BritMumsLive @SEOJoBlogs
SEO Is More Than Just Keywords
#BritMumsLive @SEOJoBlogs
1. SEO involves Twitter
#BritMumsLive @SEOJoBlogs
• Ben Holbrook wrote a post about his favourite
things to do in Barcelona
• He then scheduled tw...
#BritMumsLive @SEOJoBlogs
Traffic Affected Rankings
#BritMumsLive @SEOJoBlogs
That Post is Still Driving Traffic
#BritMumsLive @SEOJoBlogs
2. SEO is About Networking
Photo from being30.com
#BritMumsLive @SEOJoBlogs
“Search London” Grew
• Networking group for those in search
• Jan 2012 – 592 members
• 5 meetups...
#BritMumsLive @SEOJoBlogs
How Did it Grow?
• Strong domain - www.meetup.com
• Good speakers – don’t be afraid to
ask
• Cat...
#BritMumsLive @SEOJoBlogs
3. SEO is About Integrating Off and
Online
Tweets Matter
#BritMumsLive @SEOJoBlogs
Tweets Affected Traffic
#BritMumsLive @SEOJoBlogs
4. SEO Includes Facebook
• Write content and
use social media
to help it go viral
#BritMumsLive @SEOJoBlogs
4. Facebook Brings Traffic
• Ben “liked” the Facebook
pages of each place
mentioned in the post
...
#BritMumsLive @SEOJoBlogs
5. SEO Includes Sponsorship
• A financial services company
sponsored a sporting event in a
capit...
#BritMumsLive @SEOJoBlogs
5. Impact on Traffic and Social Media
• Organic traffic: Up 100%
• Direct: Up 41%
• Referral: Up...
#BritMumsLive @SEOJoBlogs
SEO has a Positive Experience on
Brand
• 68% participants agreed about leaving with a
more posit...
#BritMumsLive @SEOJoBlogs
6. SEO is PR
• Word of Mouth Online
• Work with the PR department
• Compliment Relationships
• N...
#BritMumsLive @SEOJoBlogs
SEO is About Tying it All Together
• Twitter
• Networking and Relationships
• Creating good cont...
#BritMumsLive @SEOJoBlogs
What Should You Do?
Photo from being30.com
#BritMumsLive @SEOJoBlogs
1. Love Your Site
Photo from being30.com
#BritMumsLive @SEOJoBlogs
2. Don’t Be Afraid of Google
Matt Cutts
Photo from being30.com
#BritMumsLive @SEOJoBlogs
3. Create Content
Users Want to Read
Photo from being30.com
#BritMumsLive @SEOJoBlogs
4. A Picture Tells a Thousand Words
Photo from driftwoodjournals.com
#BritMumsLive @SEOJoBlogs
5. Share Great Content
Photo from being30.com
#BritMumsLive @SEOJoBlogs
6. Love What You Do
Photo from being30.com
#BritMumsLive @SEOJoBlogs
Summary
• Love Your Site
• Don’t Be Afraid of Google
• Create Content Users Want to Read
• A Pic...
#BritMumsLive @SEOJoBlogs
Share Great
Content
Get in Touch
http://SEOJoBlogs.com
Turnbull.Jo@gmail.com
Photos from Being30...
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Useful Tips on The Power of SEO - BritMumsLive June 2014

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Useful Tips on SEO and the power of SEO when incorporated as part of the marketing plan. SEO is more than just keywords and is a vital part of any website build. This presentation addresses the Google Updates and what you can do to avoid getting penalised.

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  • https://www.flickr.com/photos/31246066@N04/5415215092/
  • https://www.flickr.com/photos/alisdair/809161517
  • http://www.driftwoodjournals.com/ceviche-peruvian-restaurant-soho-london-the-latin-way/
  • http://www.driftwoodjournals.com/ceviche-peruvian-restaurant-soho-london-the-latin-way/
  • Head of the webspam team
  • Hummingbird -  
    Hummingbird is about synonyms but also about context

    In a nutshell, think about why people are looking for something rather than what they are looking for. A content strategy should be designed to answer their needs, not just provide them with facts

    Panda
    Keep low quality and low content sites away from the top ranking results and give the actual quality sites their due.
    Many websites with lots of advertising, or with low quality content, saw a huge decline in the rankings. Ever since Panda was launched, there have been many updates, more than 20.

    Penguin
    Affected rankings of sites that practice black-hat SEO techniques like duplicate content, keyword stuffing, cloaking
     
    1. Aggressive exact-match anchor text
    2. Overuse of exact-match domains
    3. Low-quality article marketing & blog spam
    4. Keyword stuffing in internal/outbound links

  • It is about off line and online integration
  • A few weeks later I did a Google search for “best things to do in Barcelona”. Because I’d optimised my title for this key term, and because the Lonely Planet tweet had validated my post, it was ranking in position 3!
    Ever since, that one page has continued to bring in HUGE traffic. Most recently, in the month of May 2014 you can see that that one blog post was read 18,693 times!
  • It is about off line and online integration
  • Useful Tips on The Power of SEO - BritMumsLive June 2014

    1. 1. Useful Tips on the Power of SEO and the World Beyond #BritMums Live Presenter Jo Turnbull June 2014@SEOJoBlogs
    2. 2. #BritMumsLive @SEOJoBlogs Who is SEO Jo Blogs? • Jo Turnbull started in SEO while working for a mobile tech company • Moved agency side 2009 • Freelance online marketing consultant, helping small and medium sized businesses with their marketing • Organiser of Search London • Editor and Events Organiser for State of Digital
    3. 3. #BritMumsLive @SEOJoBlogs What is SEO? Photo from https://www.flickr.com/photos/31246066@N04/5415215092/
    4. 4. #BritMumsLive @SEOJoBlogs • SEO = Search Engine Optimisation • “Natural” position of a website in the search results Definition of SEO
    5. 5. #BritMumsLive @SEOJoBlogs Simple – Easy - Option It is not just an add on to think about when the site has been built Photo from being30.com
    6. 6. #BritMumsLive @SEOJoBlogs It’s Like Forgetting the Key Ingredient Photo from https://www.flickr.com/photos/alisdair/809161517
    7. 7. #BritMumsLive @SEOJoBlogs Why is SEO Important?
    8. 8. #BritMumsLive @SEOJoBlogs High CTRs Long Lasting Effect Low CPAs Photo from being30.com It is Important Because:
    9. 9. #BritMumsLive @SEOJoBlogs SEO Used to Be • Meta Titles • Keyword Stuffing • Spammy Links • Ranking in Google • Guaranteed Results Photo from being30.com
    10. 10. #BritMumsLive @SEOJoBlogs Elements of Ranking • Title Tags • Meta Description Tags • ALT Tags • H1, H2, H3 (and accompanying CSS) • Keywords in the content • Internal Links (images vs. keyword rich text) • URL Structure • Advanced Linking • Authority • Age of domain
    11. 11. #BritMumsLive @SEOJoBlogs Brilliant Basics
    12. 12. #BritMumsLive @SEOJoBlogs Brilliant Basics • H1 tag • ALT Tags • Keywords in the content • H2 tag • URL Structure
    13. 13. #BritMumsLive @SEOJoBlogs Do You Know This Man?
    14. 14. #BritMumsLive @SEOJoBlogs Panda and Penguin
    15. 15. #BritMumsLive @SEOJoBlogs Some Clarity • Panda – Feb 2011 (Europe April) – cracks down on thin content, content farms • Penguin – April 2012 - “over optimisation penalty” adjusted spam factors like keyword stuffing. This was a site quality update but affected links. • Hummingbird – September 2013
    16. 16. #BritMumsLive @SEOJoBlogs SEO Is More Than Just Keywords
    17. 17. #BritMumsLive @SEOJoBlogs 1. SEO involves Twitter
    18. 18. #BritMumsLive @SEOJoBlogs • Ben Holbrook wrote a post about his favourite things to do in Barcelona • He then scheduled tweets to promote it every day for a couple of weeks • He added the #lp (Lonely Planet) hashtag when tweeting • Lonely Planet then retweeted the post to their 1M+ followers • 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”. Twitter Affects Traffic
    19. 19. #BritMumsLive @SEOJoBlogs Traffic Affected Rankings
    20. 20. #BritMumsLive @SEOJoBlogs That Post is Still Driving Traffic
    21. 21. #BritMumsLive @SEOJoBlogs 2. SEO is About Networking Photo from being30.com
    22. 22. #BritMumsLive @SEOJoBlogs “Search London” Grew • Networking group for those in search • Jan 2012 – 592 members • 5 meetups 2012 • January 2013 – 1100 members • Increase 86% • June 2014 – 1315 members Photo from being30.com
    23. 23. #BritMumsLive @SEOJoBlogs How Did it Grow? • Strong domain - www.meetup.com • Good speakers – don’t be afraid to ask • Catchy titles each presentation • Guest posts • Interact with others at the event • Email members • Tweet before, during and after • Central venue Photo from being30.com
    24. 24. #BritMumsLive @SEOJoBlogs 3. SEO is About Integrating Off and Online
    25. 25. Tweets Matter
    26. 26. #BritMumsLive @SEOJoBlogs Tweets Affected Traffic
    27. 27. #BritMumsLive @SEOJoBlogs 4. SEO Includes Facebook • Write content and use social media to help it go viral
    28. 28. #BritMumsLive @SEOJoBlogs 4. Facebook Brings Traffic • Ben “liked” the Facebook pages of each place mentioned in the post • Emailed places he had written about, suggesting shares • Ben also contacted the Madrid tourist board • 2.1k Facebook likes • 100 tweets • Almost 4,000 unique page views within a week
    29. 29. #BritMumsLive @SEOJoBlogs 5. SEO Includes Sponsorship • A financial services company sponsored a sporting event in a capital city • The aim was to increase brand awareness and traffic Photo from being30.com
    30. 30. #BritMumsLive @SEOJoBlogs 5. Impact on Traffic and Social Media • Organic traffic: Up 100% • Direct: Up 41% • Referral: Up 9% • 22% Increase in conversions • 463% Increase in blog traffic referrals • 1,723 new Facebook fans gained on non-paid digital efforts alone • 5% increase in Twitter followers in one month • 46% growth in FB likes
    31. 31. #BritMumsLive @SEOJoBlogs SEO has a Positive Experience on Brand • 68% participants agreed about leaving with a more positive view of the brand • 50% participants more likely to buy from the company • 96% participants agreed the company was a great fit for a sponsor • 65% participants viewed the company as a genuine brand • 90% participants can’t wait for the next event
    32. 32. #BritMumsLive @SEOJoBlogs 6. SEO is PR • Word of Mouth Online • Work with the PR department • Compliment Relationships • Networking + SEO • SEO + PR = Great Results • Long lasting effect Photo from being30.com
    33. 33. #BritMumsLive @SEOJoBlogs SEO is About Tying it All Together • Twitter • Networking and Relationships • Creating good content • Facebook • Sponsorship • PR
    34. 34. #BritMumsLive @SEOJoBlogs What Should You Do? Photo from being30.com
    35. 35. #BritMumsLive @SEOJoBlogs 1. Love Your Site Photo from being30.com
    36. 36. #BritMumsLive @SEOJoBlogs 2. Don’t Be Afraid of Google Matt Cutts Photo from being30.com
    37. 37. #BritMumsLive @SEOJoBlogs 3. Create Content Users Want to Read Photo from being30.com
    38. 38. #BritMumsLive @SEOJoBlogs 4. A Picture Tells a Thousand Words Photo from driftwoodjournals.com
    39. 39. #BritMumsLive @SEOJoBlogs 5. Share Great Content Photo from being30.com
    40. 40. #BritMumsLive @SEOJoBlogs 6. Love What You Do Photo from being30.com
    41. 41. #BritMumsLive @SEOJoBlogs Summary • Love Your Site • Don’t Be Afraid of Google • Create Content Users Want to Read • A Picture Tells a Thousand Words • Share Great Content • Love What You Do
    42. 42. #BritMumsLive @SEOJoBlogs Share Great Content Get in Touch http://SEOJoBlogs.com Turnbull.Jo@gmail.com Photos from Being30.com, DriftwoodJournals.com, Flickr and Bas van den Beld Thank You Photo from being30.com
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