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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
  • 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
      • 3. I blog about SEO at: SearchEngineChocolate.com
      SearchEngineChocolate .com
    • 4. Workshop Agenda
      Strategy
      Universal Search
      Local SEO
      Online PR
      Social Media
      Link Building
      Paid Search
      Tools
      3 Hot Tips
      Clinic
    • 5. Why Do SEO?
    • 6. Strategy
      On-page: build solid, future proof foundations
      HTML (W3C)
      Caching
      Errors
      Spam
    • 7. Strategy
      Off-page: build links and social media
    • 8. Strategy
      Keywords matter:
      Niche vs. Volume
    • 9. Strategy
      Freshness:
      Get blogging
      Use press releases & news
      Hire a good copywriter
      Encourage plagiarism:
      Include links
      RSS feed
    • 10. Strategy
      Convert visitorsBasic web analytics will show you how
      Revise keyword choicesDon’t waste time on keywords that don’t convert
    • 11. Strategy
      Meta descriptions
      Title tags
      Robots noindex
      ...take control of your SERPs
    • 12. Universal Search
      Maps
      Images
      Videos
      News... = IMPACT
    • 13. Universal Search
      Consider optimising for:
    • 14. Local SEO
      Google Maps
    • 15. Local SEO
      Google Local Business Center
    • 16. Local SEO
      Google Webmaster Tools
    • 17. Local SEO
      .co.uk vs. .com
      Hosting location
      Foreign SEO? Hire a native speaker
    • 18. Online PR
      Social media: watch those SERPs!
    • 19. Online PR
    • 20. Online PR
      Boost good PR
      Forums: boost posts
      ... do good things!
    • 21. Social Media
      Generate buzz
      Natural link buildingFacebook groups
      Different uses and users:Stumble Upon: qualityTwitter: voucher codes Digg: warning!
      Some links are ‘followed’
    • 22. Social Media
      Personal customer service
      Mentions appear in SERPs
    • 23. 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
    • 24. Link Building
      Think about:
      Target URLs
      Internal linking structure
      Anchor text
      ...Enhance pages to get sitelinks:
    • 25. What About Paid Search?
      Great for:
      Testing keywords, landing pages
      Offers, seasonal products.
      Scheduling (start/stop, time of day, week etc)
      Creativity
    • 26. What About Paid Search?
      Conversion Attribution
    • 27. 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
      • 28. MajesticSEO
      • 29. 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
    • 30. SEO Clinic
      How can I help?
    • 31. 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