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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).

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

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Transcript

  • 1. SEO in an hour
  • 2. Q. What is Google's mission?
  • 3. Q. What is Google's mission? A. To organise the world's information and make it universally accessible and useful.
  • 4. (And sell advertising.)
  • 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. (CC) Wikimedia Commons
  • 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. 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. media content local business 'free' Wikipedia content
  • 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. 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. So, how is Seven doing?
  • 13. content marketing + UK
  • 14. content marketing
  • 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. Easy!
  • 17. Everything I know about SEO... 1. Headlines are really important
  • 18. Headlines that don't work... Exercise: Spot the potential problem with each headline.
  • 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. Everything I know about SEO... 1. Headlines are really important 2. Intros should be must-clicks
  • 21. Intros round Exercise: Put these heads/intros in order of ranking on Google.
  • 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. 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. Alt text in the cms
  • 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. 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. YouTube ...is a search engine, too. ● Optimise your heads/intros ● Help Google index content: tags, link to transcripts, categories, etc
  • 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. 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. "Good enough sucks" fff
  • 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. Three tools to help you ● Google Trends ● Google Autocomplete / search results ● Google Keyword tool
  • 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. Any questions? @fionacullinan fiona.cullinan@seven.co.uk fionacullinan.com

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