Chartered Institute of Marketing - Joanna Butler - Harnessing The Power Of SEO Workshop

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    Increase trafficNot always number 1#1 for services and brand#3 in product

    Get on-page rightSE crawl-able

    Ideally 2nd step

    Be realisticThink long term for genericsThink long tail for targeted traffic

    QDF, Vince, CaffeineCreate content FOR others to steal!... Or to host!

    What are your goal pages?Entry pages > user journeys

    Calls to actionBranding vs Keyword first in titlesRemove irrelevant pages from SERPs

    News, Images, Video, Maps, Sitelinks, PaidImpact of those – moves your entry DOWNShould you have those?

    Think target demographic, USPTips for each – name, surrounding text, alt text, ‘still’

    Again, target demographic:Local business center (see next slide)

    Encourage independent reviews, images etc.Web pages – not always domain.co.ukGoogle profile?

    ColloquialismsSlangBacklink profiles

    What do your SERPs say about you?RecruitmentBranding

    When Online PR goes wrong...

    Link building for good postsPress releases / bloggingCharity / PR stunt

    Meerkat / Gorillas – brand buzz, Facebook

    Don’t force itNot all brands fit social mediaWhat’s in it for me?

    Think about competition – PPC ads

    Rob Jackson’s postDifferent channels contribute, but last click recorded.

    Many more tools out there...Don’t rely on just oneMake your own conclusions

    Cache: WP plugins, externalise code (CSS, JS, AJAX)Votes for relevance

    Favorites, Groups & Events

    Chartered Institute of Marketing - Joanna Butler - Harnessing The Power Of SEO Workshop - Presentation Transcript

    1. Harnessing the Power of Search Engine Optimisation
      Joanna Butler
      SEO & Online Marketing Consultant
    2. About Joanna Butler
      SEO, web analytics and online marketing strategies
      I work with blue chips and SMEs at Latitude:
      • Horse rider, photographer and London tourist
      • I blog about SEO at: SearchEngineChocolate.com
      SearchEngineChocolate .com
    3. Workshop Agenda
      Strategy
      Universal Search
      Local SEO
      Online PR
      Social Media
      Link Building
      Paid Search
      Tools
      3 Hot Tips
      Clinic
    4. Why Do SEO?
    5. Strategy
      On-page: build solid, future proof foundations
      HTML (W3C)
      Caching
      Errors
      Spam
    6. Strategy
      Off-page: build links and social media
    7. Strategy
      Keywords matter:
      Niche vs. Volume
    8. Strategy
      Freshness:
      Get blogging
      Use press releases & news
      Hire a good copywriter
      Encourage plagiarism:
      Include links
      RSS feed
    9. Strategy
      Convert visitorsBasic web analytics will show you how
      Revise keyword choicesDon’t waste time on keywords that don’t convert
    10. Strategy
      Meta descriptions
      Title tags
      Robots noindex
      ...take control of your SERPs
    11. Universal Search
      Maps
      Images
      Videos
      News... = IMPACT
    12. Universal Search
      Consider optimising for:
    13. Local SEO
      Google Maps
    14. Local SEO
      Google Local Business Center
    15. Local SEO
      Google Webmaster Tools
    16. Local SEO
      .co.uk vs. .com
      Hosting location
      Foreign SEO? Hire a native speaker
    17. Online PR
      Social media: watch those SERPs!
    18. Online PR
    19. Online PR
      Boost good PR
      Forums: boost posts
      ... do good things!
    20. Social Media
      Generate buzz
      Natural link buildingFacebook groups
      Different uses and users:Stumble Upon: qualityTwitter: voucher codes Digg: warning!
      Some links are ‘followed’
    21. Social Media
      Personal customer service
      Mentions appear in SERPs
    22. Social Media
      Quality: over quantity
      Gold: newspapers, .gov, .edu, etc.
      Age: both old and new
      Buying? Directories? Natural citations always best.
      Idea: Use offline relationships / networking...
      www.latitudegroup.com
      SearchEngineChocolate .com
    23. Link Building
      Think about:
      Target URLs
      Internal linking structure
      Anchor text
      ...Enhance pages to get sitelinks:
    24. What About Paid Search?
      Great for:
      Testing keywords, landing pages
      Offers, seasonal products.
      Scheduling (start/stop, time of day, week etc)
      Creativity
    25. What About Paid Search?
      Conversion Attribution
    26. Tools of the SEO Trade
      Toolbars:
      Google Toolbar
      SEO Book Toolbar
      Web Developer Toolbar
      Google:
      Google Webmaster Tools
      Google Analytics
      Google Alerts
      Link analysis:
      • Yahoo! SiteExplorer
      • MajesticSEO
      • SEOmoz Pro Tools
      Read:
      • Blogs
    27. 3 Hot Tips
      Keywords in domain names and URLs still as relevant as ever
      Affiliates: give them guidelines or they’ll dominate your SERPs!
      Cache for speed
      Anchor text
    28. SEO Clinic
      How can I help?
    29. Thank you!
      Ask me questions:
      Joanna.Butler@LatitudeGroup. com
      Follow me on Twitter:
      @JoannaButler
      @Latitude_Group
      Come and see me at:
      A4U Expo in London, 13-14th October
      Use code ‘SEOCHOC10’ for 10% off!
      SearchEngineChocolate .com

    + Joanna butlerJoanna butler, 4 months ago

    custom

    344 views, 0 favs, 1 embeds more stats

    My SEO workshop at Chartered Institute of Marketing more

    More info about this presentation

    © All Rights Reserved

    Go to text version

    • Total Views 344
      • 282 on SlideShare
      • 62 from embeds
    • Comments 0
    • Favorites 0
    • Downloads 5
    Most viewed embeds
    • 62 views on http://www.searchenginechocolate.com

    more

    All embeds
    • 62 views on http://www.searchenginechocolate.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    more
    What's New

    © 2009 SlideShare Inc. All rights reserved.