SEO in an hour
Q. What is Google's mission?
Q. What is Google's mission?
A. To organise the world's information and
make it universally accessible and useful.
(And sell advertising.)
● 1 billion+ questions answered a day
● 181 countries and 146 languages
● 15% of the searches are brand new
● 300 million ...
(CC) Wikimedia Commons
How are Google results served up?
● 200+ unique signals
● partly link-based (PageRank)
● known markers of value - high qua...
What are search engines trying to do?
● offer a free, quality search experience to
attract a loyal audience
● adapt to tho...
media content
local business
'free' Wikipedia
content
What are we trying to do?
Get to #1 on Google!
but
"For every search query performed on Google,
there are thousands, if no...
What is SEO?
...the process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-pa...
So, how is Seven doing?
content marketing + UK
content marketing
SEO helps us improve our rankings
● By helping Google read, understand and
index our content.
● By creating high value con...
Easy!
Everything I know about SEO...
1. Headlines are really important
Headlines that don't work...
Exercise:
Spot the potential problem with each headline.
Headline help
● research and include main keywords
● keep it short or be cut-off (40-60 characters)
● puns don’t work – cl...
Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
Intros round
Exercise: Put these heads/intros in order of
ranking on Google.
Intros help
● offer a compelling reason to read on but...
● don't spin or over-promise
● include synonyms
● intro often fo...
Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be desc...
Alt text in the cms
Alt text
<img src="http://static.guim.
co.uk/sys-
images/Guardian/Pix/cartoon
s/2012/2/10/1328873046573
/valentines-day-sc...
Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be desc...
YouTube
...is a search
engine, too.
● Optimise your
heads/intros
● Help Google
index content:
tags, link to
transcripts,
c...
Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be desc...
Everyone is a publisher
"For every search query performed on Google,
there are thousands, if not millions of web pages
wit...
"Good enough sucks"
fff
Ultimate SEO tip: Research angle 1st
Part of SEO is making the right content choices
at the editorial meeting or when brie...
Three tools to help you
● Google Trends
● Google Autocomplete / search results
● Google Keyword tool
Resource list
● Google SEO Starter Guide – 32 pages of best practice
● Moz (SEOmoz) guide - Beginners Guide to SEO
● SEO f...
Any questions?
@fionacullinan
fiona.cullinan@seven.co.uk
fionacullinan.com
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
SEO basics for content creators
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SEO basics for content creators

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From a one-hour guide to SEO workshop held at Seven content marketing agency, London (July 2013).

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SEO basics for content creators

  1. 1. SEO in an hour
  2. 2. Q. What is Google's mission?
  3. 3. Q. What is Google's mission? A. To organise the world's information and make it universally accessible and useful.
  4. 4. (And sell advertising.)
  5. 5. ● 1 billion+ questions answered a day ● 181 countries and 146 languages ● 15% of the searches are brand new ● 300 million users – 91% of connected users ● 1 million+ spam pages created each hour Stats
  6. 6. (CC) Wikimedia Commons
  7. 7. How are Google results served up? ● 200+ unique signals ● partly link-based (PageRank) ● known markers of value - high quality, original content ● ability to understand your content ● lower rank for keyword stuffing, link schemes, deliberate duplicate content
  8. 8. What are search engines trying to do? ● offer a free, quality search experience to attract a loyal audience ● adapt to those who game the system ● NEW: provide content not just links
  9. 9. media content local business 'free' Wikipedia content
  10. 10. What are we trying to do? Get to #1 on Google! but "For every search query performed on Google, there are thousands, if not millions of web pages with helpful information." – Google.
  11. 11. What is SEO? ...the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. [Wikipedia]
  12. 12. So, how is Seven doing?
  13. 13. content marketing + UK
  14. 14. content marketing
  15. 15. SEO helps us improve our rankings ● By helping Google read, understand and index our content. ● By creating high value content that our target readers want to find, read and link to.
  16. 16. Easy!
  17. 17. Everything I know about SEO... 1. Headlines are really important
  18. 18. Headlines that don't work... Exercise: Spot the potential problem with each headline.
  19. 19. Headline help ● research and include main keywords ● keep it short or be cut-off (40-60 characters) ● puns don’t work – clarity over cleverness ● 'viral' heads do work – with certain brands ● beat the competition – must-click factor ● don't rely on images for context
  20. 20. Everything I know about SEO... 1. Headlines are really important 2. Intros should be must-clicks
  21. 21. Intros round Exercise: Put these heads/intros in order of ranking on Google.
  22. 22. Intros help ● offer a compelling reason to read on but... ● don't spin or over-promise ● include synonyms ● intro often forms metadescription ● be concise (cut-off around 250 characters)
  23. 23. Everything I know about SEO... 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text
  24. 24. Alt text in the cms
  25. 25. Alt text <img src="http://static.guim. co.uk/sys- images/Guardian/Pix/cartoon s/2012/2/10/1328873046573 /valentines-day-scene-007. jpg" width="460" height=" 276" alt="valentine's day scene" itemprop="contentUrl representativeOfPage">
  26. 26. Everything I know about SEO... 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text 4. Videos need descriptions and keywords
  27. 27. YouTube ...is a search engine, too. ● Optimise your heads/intros ● Help Google index content: tags, link to transcripts, categories, etc
  28. 28. Everything I know about SEO... 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text 4. Videos need text support 5. Do SEO research before commissioning
  29. 29. Everyone is a publisher "For every search query performed on Google, there are thousands, if not millions of web pages with helpful information." – Google. ● Web has levelled the field. ● You are competing like washing powders. ● How will you stand out?
  30. 30. "Good enough sucks" fff
  31. 31. Ultimate SEO tip: Research angle 1st Part of SEO is making the right content choices at the editorial meeting or when briefing a subject matter expert or writer. ● What does your target reader want to know? ● What does your brand want to tell them? ● Why would anyone want to read/view this?
  32. 32. Three tools to help you ● Google Trends ● Google Autocomplete / search results ● Google Keyword tool
  33. 33. Resource list ● Google SEO Starter Guide – 32 pages of best practice ● Moz (SEOmoz) guide - Beginners Guide to SEO ● SEO for food bloggers – slideshow ● Content Marketing Institute blog ● How I teach myself new digital content skills using cake! – personal development/training ● Bookmarks – SEO and content marketing ● RSS feeds – find good sites and subscribe to them
  34. 34. Any questions? @fionacullinan fiona.cullinan@seven.co.uk fionacullinan.com

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