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

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

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My SEO workshop at Chartered Institute of Marketing (CIM) annual East Midlands one-day conference in Nottingham, called Harnessing the Power of SEO on 2nd October 2009, including cutting edge SEO ...

My SEO workshop at Chartered Institute of Marketing (CIM) annual East Midlands one-day conference in Nottingham, called Harnessing the Power of SEO on 2nd October 2009, including cutting edge SEO tips, practical social media and web analytics advice and some PPC guidance.

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  • 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

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

  • Harnessing the Power of Search Engine Optimisation
    Joanna Butler
    SEO & Online Marketing Consultant
  • 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
  • Workshop Agenda
    Strategy
    Universal Search
    Local SEO
    Online PR
    Social Media
    Link Building
    Paid Search
    Tools
    3 Hot Tips
    Clinic
  • Why Do SEO?
  • Strategy
    On-page: build solid, future proof foundations
    HTML (W3C)
    Caching
    Errors
    Spam
  • Strategy
    Off-page: build links and social media
  • Strategy
    Keywords matter:
    Niche vs. Volume
  • Strategy
    Freshness:
    Get blogging
    Use press releases & news
    Hire a good copywriter
    Encourage plagiarism:
    Include links
    RSS feed
  • Strategy
    Convert visitorsBasic web analytics will show you how
    Revise keyword choicesDon’t waste time on keywords that don’t convert
  • Strategy
    Meta descriptions
    Title tags
    Robots noindex
    ...take control of your SERPs
  • Universal Search
    Maps
    Images
    Videos
    News... = IMPACT
  • Universal Search
    Consider optimising for:
  • Local SEO
    Google Maps
  • Local SEO
    Google Local Business Center
  • Local SEO
    Google Webmaster Tools
  • Local SEO
    .co.uk vs. .com
    Hosting location
    Foreign SEO? Hire a native speaker
  • Online PR
    Social media: watch those SERPs!
  • Online PR
  • Online PR
    Boost good PR
    Forums: boost posts
    ... do good things!
  • Social Media
    Generate buzz
    Natural link buildingFacebook groups
    Different uses and users:Stumble Upon: qualityTwitter: voucher codes Digg: warning!
    Some links are ‘followed’
  • Social Media
    Personal customer service
    Mentions appear in SERPs
  • 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
  • Link Building
    Think about:
    Target URLs
    Internal linking structure
    Anchor text
    ...Enhance pages to get sitelinks:
  • What About Paid Search?
    Great for:
    Testing keywords, landing pages
    Offers, seasonal products.
    Scheduling (start/stop, time of day, week etc)
    Creativity
  • What About Paid Search?
    Conversion Attribution
  • 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
  • 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
  • SEO Clinic
    How can I help?
  • 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