An intermediate/advanced guide toSearch Engine OptimisationMumsnet
Agenda01 Who are MEC?02 How do we see SEO?03 How do search engines rank websites?04 What should you consider when building...
Who are MEC?
MEC are a GroupM/WPP Company…           The world’s leading media agency organisation          $91 billion of buying lever...
We have more than 1,200 digitalspecialists globallyACTIVATION AND DISPLAY                                         46%SEARC...
Our international search clients spanevery major vertical
How do we see   SEO?
What SEO is not…  Search Engine Optimisation is  not based on chance or magic!
What is SEO?Search Engine Optimisation is simply understanding howsearch engines rank content,and using this understanding...
Why is SEO important?    Who do we really address when we talk about SEO?                                                 ...
Why is SEO important?Organic versus paid search rankings…                                       Paid Search               ...
The higher your position, the more clicks you get                                         Organic positions               ...
Why is SEO important?          The impact of better rankings on visitor volume                                            ...
How do search engines rank  websites?
What do search engines do?Simply put, search enginescrawl the web to understandwhat web-pages are about, inorder to serve ...
What do search engines do?       a) Understand what the user is looking forItalian restaurants in Southbank London        ...
What do search engines do?b) Understand what all the web pages on theinternet are about!1. Crawl the entire public web   v...
SEO is an art built on scienceWhat are the ranking factors?            Ranking            Factor 3 Ranking Factor 2       ...
What activities drive SEO performance?                          Reporting, Analysis and Insight    20%                    ...
What activities drive SEO performance?                          Reporting, Analysis and Insight    20%                    ...
What should you consider whenbuilding a blog or       site?
What activities drive SEO performance?                          Reporting, Analysis and Insight    20%                    ...
What should I consider when building my blog?1. Build a website which the search engines can easily read   - Self-hosted W...
What should you consider when  creating new    content?
What activities drive SEO performance?                          Reporting, Analysis and Insight    20%                    ...
Firstly we need to think like a search engine engines work in a                                         Search            ...
What should I consider when writing my blog posts?1. Do you want people to find the content via search?2. What keywords wo...
What should I consider when writing my blog posts?Think about relevant keywords to targetWhat is the most searched for ter...
What should I consider when writing my blog posts?Think about relevant keywords to target                                 ...
What should I consider when writing my blog posts?Think about relevant keywords to target                                S...
What should I consider when writing my blog posts?Think about relevant keywords to target                                S...
What should I consider when writing my blog posts Use these keywords naturally in the most important areas                ...
What should I consider when writing my blog postsUse these keywords naturally in the most important areas                 ...
What should I consider when writing my blog postsUse these keywords naturally in the most important areas                 ...
What should I consider when writing my blog postsWhat does an optimised web page look like?• Optimised Title tag• Semantic...
What should I consider when writing my blog posts What does an optimised web page look like?Optimising a web-page is not a...
Two very basic on-page elements areoften neglected…1. Title tags2. Meta   descriptions
What should I consider when writing my blog postsWrite your Title tags and Meta descriptions
What should I consider when writing my blog postsWrite your Title tags and Meta descriptions
What does a well optimised title andmeta description look like?
Why are links pointing toyour website important?
What activities drive SEO performance?                          Reporting, Analysis and Insight    20%                    ...
A website is part of an online ecosystem• The internet is a mass of websites  as part of an international  ecosystem.• Eac...
Understanding links: Link analogiesLinks as votes                         Links as citationsSearch engines see links as vo...
Factors search engines consider whenassessing links?Page specific factors                    Site specific• Words used in ...
Factors search engines considerwhen assessing links?Example The scenario: A mobile phone accessories retailer wants to imp...
Factors search engines considerwhen assessing links?Example
Some methods of acquiring linksLink-baiting                            Link-buildingDeveloping assets to draw links       ...
Some methods of acquiring linksLink-baiting: A recent example                                          Infographics       ...
Conclusion
So SEO is quitesimple really!
5 golden tips to get make your bloggingsearch engine friendly1. Buy your own domain name (.com or .co.uk)2. Build your web...
And remember: Google is your friend Use Google Analytics to understand your visitors Use Google Plus to setup Google Aut...
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Mumsnet - BlogFest 2012 - Matt Bennett - SEO

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Deck on SEO fundamentals which I presented at the recent Mumsnet BlogFest 2012.

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Mumsnet - BlogFest 2012 - Matt Bennett - SEO

  1. 1. An intermediate/advanced guide toSearch Engine OptimisationMumsnet
  2. 2. Agenda01 Who are MEC?02 How do we see SEO?03 How do search engines rank websites?04 What should you consider when building a blog or site?05 What should you consider when creating new content?06 Why are links pointing to your website important?07 Conclusion
  3. 3. Who are MEC?
  4. 4. MEC are a GroupM/WPP Company… The world’s leading media agency organisation $91 billion of buying leverage: 30% market share Unmatched digital & data capabilities Leaders in research, analytics content and entertainment
  5. 5. We have more than 1,200 digitalspecialists globallyACTIVATION AND DISPLAY 46%SEARCH (SEM AND SEO) AND AFFILIATES 21% DATA AND TECHNOLOGY 13%STRATEGY AND EMERGING PLATFORMS/MOBILE SOCIAL MEDIA 14% 6%
  6. 6. Our international search clients spanevery major vertical
  7. 7. How do we see SEO?
  8. 8. What SEO is not… Search Engine Optimisation is not based on chance or magic!
  9. 9. What is SEO?Search Engine Optimisation is simply understanding howsearch engines rank content,and using this understanding to ensure a website or any digital assets ranks well.
  10. 10. Why is SEO important? Who do we really address when we talk about SEO? Google.co.uk (85.58%) Google.com (5.11%) Bing.com (3.84%) Yahoo UK (2.29%) Ask UK (1.78%)Source: Hitwise UK, Search engines ranked by Volume of Searches for the 4 weeks ending 16/06/2012
  11. 11. Why is SEO important?Organic versus paid search rankings… Paid Search Approx 25% of clicks. Organic Results / SEO Approx 75% of clicks.
  12. 12. The higher your position, the more clicks you get Organic positions and clicks: 1st = 42% 2nd = 12% 3rd = 8% 70% - 90% click on a search result on the 1st page of search results.
  13. 13. Why is SEO important? The impact of better rankings on visitor volume Volume of Visitors from Organic Search Organic Search Rankings 6,000 0 2 5,000 4 4,000 6 RankingTraffic 3,000 8 10 2,000 12 1,000 14 0 16 Dec Jan Feb Mar Apr May Jun
  14. 14. How do search engines rank websites?
  15. 15. What do search engines do?Simply put, search enginescrawl the web to understandwhat web-pages are about, inorder to serve relevant lists ofpages to people searching theweb
  16. 16. What do search engines do? a) Understand what the user is looking forItalian restaurants in Southbank London • Keywords used • IP address (location) • Device searched on • Previous search query • Recommended content from friends
  17. 17. What do search engines do?b) Understand what all the web pages on theinternet are about!1. Crawl the entire public web via cross domain links2. Read all the content they are permitted access to3. Place a copy of those pages in their large indexes But how do they actually rank that content?
  18. 18. SEO is an art built on scienceWhat are the ranking factors? Ranking Factor 3 Ranking Factor 2 Ranking Factor 1 We know what most of the ranking factors are, but not how they all work together.
  19. 19. What activities drive SEO performance? Reporting, Analysis and Insight 20% 20% 60% (exponential)Site specific Page specific Off-site factors• Site architecture • Semantic usage of keywords • Link authority• Site navigation in body text • Link anchor text• Internal linking • Depth of content • Link relevancy• Categorisation • Content freshness • Link velocity• Site-wide use of code • Keyword used in Title tag • Social signals
  20. 20. What activities drive SEO performance? Reporting, Analysis and Insight 20% 20% 60% (exponential)Site specific Page specific Off-site factors• Site architecture • Semantic usage of keywords • Link authority• Site navigation in body text • Link anchor text• Internal linking • Depth of content • Link relevancy• Categorisation • Content freshness • Link velocity• Site-wide use of code On-site factors • Keyword used in Title tag Off-site factors • Social signals
  21. 21. What should you consider whenbuilding a blog or site?
  22. 22. What activities drive SEO performance? Reporting, Analysis and Insight 20% 20% 60% (exponential)Site specific Page specific Off-site factors• Site architecture • Semantic usage of keywords • Link authority• Site navigation in body text • Link anchor text• Internal linking • Depth of content • Link relevancy• Categorisation • Content freshness • Link velocity• Site-wide use of code • Keyword used in Title tag • Social signals
  23. 23. What should I consider when building my blog?1. Build a website which the search engines can easily read - Self-hosted WordPress is a great solution2. Structure your website wisely - Make use of categories3. Show Google you can be trusted - Buy a domain name that relates to what your blogging about - Enable Google Plus authorship: https://plus.google.com/authorship
  24. 24. What should you consider when creating new content?
  25. 25. What activities drive SEO performance? Reporting, Analysis and Insight 20% 20% 60% (exponential)Site specific Page specific Off-site factors• Site architecture • Semantic usage of • Link authority• Site navigation keywords in body text • Link anchor text• Internal linking • Depth of content • Link relevancy• Categorisation • Content freshness • Link velocity• Site-wide use of code • Keyword used in Title • Social signals tag
  26. 26. Firstly we need to think like a search engine engines work in a Search textual word!
  27. 27. What should I consider when writing my blog posts?1. Do you want people to find the content via search?2. What keywords would people use to find your content?3. Use these keywords naturally in the key areas
  28. 28. What should I consider when writing my blog posts?Think about relevant keywords to targetWhat is the most searched for term below in the UK?• Current account • Student accounts Free tools show• Current accounts • Basic bank account how much search• Bank account • Basic bank accounts volume there is and• Bank accounts • Open a bank account online around keywords• Internet banking • Best bank account• Online bank • Best bank accounts• Online bank account • Join bank accounts• Student bank accounts • Best current accounts
  29. 29. What should I consider when writing my blog posts?Think about relevant keywords to target Short-Tail Large volumes of searches across few Long-Tail terms – highly Small volumes of competitive searches across many terms – less competitive e.g. Bank account ~ 30-50% of demand (depends on brand volume) ~ 50-70% of e.g. Best demand bank account e.g. savings account for new born in London
  30. 30. What should I consider when writing my blog posts?Think about relevant keywords to target Short-Tail Large volumes of searches across few Long-Tail terms – highly Small volumes of What percentage of searches have competitive searches across many terms – less never been made before? competitive e.g. Bank account ~ 30-50% of demand (depends on brand volume) ~ 50-70% of e.g. Best demand bank account e.g. savings account for new born in London
  31. 31. What should I consider when writing my blog posts?Think about relevant keywords to target Short-Tail What percentage of searches have Large volumes of Long-Tail searches across few Small volumes of never been made before?less many terms – highly searches across competitive terms – competitive 15% e.g. Bank account ~ 30-50% of demand (depends on brand volume) ~ 50-70% of e.g. Best demand bank account e.g. savings account for new born in London
  32. 32. What should I consider when writing my blog posts Use these keywords naturally in the most important areas Should I use keywordsShould keywords be in meta descriptions? in italics? Do keywords need to How many times be in ALT tags? should keywords be on the page?
  33. 33. What should I consider when writing my blog postsUse these keywords naturally in the most important areas In order of importance: Title tag Domain name Menu structure Headings Textual content Images
  34. 34. What should I consider when writing my blog postsUse these keywords naturally in the most important areas In order of importance: Title tag Domain name Menu structure Headings Textual content Images
  35. 35. What should I consider when writing my blog postsWhat does an optimised web page look like?• Optimised Title tag• Semantically structured headings• Relevant Text• Optimised images• Video content
  36. 36. What should I consider when writing my blog posts What does an optimised web page look like?Optimising a web-page is not about keyword stuffing, it should simply • Optimised Title tag involve ensuring the key meaning • Semantically structured headings of the page is easily understood by • Relevant Text search engines. • Optimised images • Video content
  37. 37. Two very basic on-page elements areoften neglected…1. Title tags2. Meta descriptions
  38. 38. What should I consider when writing my blog postsWrite your Title tags and Meta descriptions
  39. 39. What should I consider when writing my blog postsWrite your Title tags and Meta descriptions
  40. 40. What does a well optimised title andmeta description look like?
  41. 41. Why are links pointing toyour website important?
  42. 42. What activities drive SEO performance? Reporting, Analysis and Insight 20% 20% 60% (exponential)Site specific Page specific Off-site factors• Site architecture • Semantic usage of keywords • Link authority• Site navigation in body text • Link anchor text• Internal linking • Depth of content • Link relevancy• Categorisation • Content freshness • Link velocity• Site-wide use of code • Keyword used in Title tag • Social signals
  43. 43. A website is part of an online ecosystem• The internet is a mass of websites as part of an international ecosystem.• Each website has an ecosystem created by one page on a website linking to another.• Search engines use this link ecosystem to understand what websites are about and which are the most important websites on the web
  44. 44. Understanding links: Link analogiesLinks as votes Links as citationsSearch engines see links as votes of This voting principle comes from theconfidence from one website to citation method used in scientific andanother academic papers The better your links, the better your rankings!
  45. 45. Factors search engines consider whenassessing links?Page specific factors Site specific• Words used in the anchor text of • Number of links point to the web-site external links • Quality of links pointing to the web-• Words used on the linking page site• Quality of links pointing to the web- • Quality and quantity of content page• Number of links pointing to the web- page• Diversity of link sources• Relevance of link sources
  46. 46. Factors search engines considerwhen assessing links?Example The scenario: A mobile phone accessories retailer wants to improve its organic ranking on the keyword “angry birds speaker”. What is a good example of a link to get?
  47. 47. Factors search engines considerwhen assessing links?Example
  48. 48. Some methods of acquiring linksLink-baiting Link-buildingDeveloping assets to draw links Going out and getting links• Press releases around hot news • Directory submissions• Infographics • Guest blog posts• Great media content (video, images) • Advertorials• Tools/Calculators • Article syndication• App development • SEO-banner placement • Widget placement • Press release syndication • Buzz monitoring
  49. 49. Some methods of acquiring linksLink-baiting: A recent example Infographics Visual representations of relevant information, data or knowledge Earn natural links
  50. 50. Conclusion
  51. 51. So SEO is quitesimple really!
  52. 52. 5 golden tips to get make your bloggingsearch engine friendly1. Buy your own domain name (.com or .co.uk)2. Build your website with self-hosted WordPress (and install the plugin WordPress SEO by Yoast)3. Think about keywords before writing your content4. Get links when you can5. Keep adding more content!
  53. 53. And remember: Google is your friend Use Google Analytics to understand your visitors Use Google Plus to setup Google Authorship for your profile picture to be in the search results Use Google Webmaster Tools to find out about any problems Google has accessing your website
  54. 54. ?

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