SEO Presentation at Introbiz Business Show 2013

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Topics include: …

Topics include:
- What is SEO (search engine optimisation)
- How do search engines work
- On-site SEO and keywords
- Off-site SEO and links
- Local SEO and Google+ Local
- Content creation ideas

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  • Huge topic Still learning, 12 years in, changes every day The basics stay the same Only 1/2 hour to quickly run through it all, so will be quick.
  • 4 main areas, each with a few tips Q&A at the end
  • Brings it all together Growing in importance these days
  • To start, let’s spend a couple of minutes looking at what SEO is
  • The Organic results Traditionally, two sections to a search engine. Paid and unpaid Not talking about PPC today. This section, where usually 70-80% of people click. Will see tourism example throughout - can all relate to it.
  • People trust sites at top of Google SEO is an industry levellerYou can compete internationally in competitive markets and win Pull NOT Push
  • Spiders = software. Seek out content for the index. Jump from link to link How does it decide what to rank where? Two main keywords to remember = RELEVANCE & IMPORTANCE
  • Keywords on pages - headings, copy Behind the scenes - titles, meta data Gets you into the game.
  • Gets you to the top of the pile. Popularity contest That’s it. SEO in a nutshell. Proving relevance and then importance ranks you above the next site
  • How do we make sure our on-site SEO (i.e. the SEO work on our actual website) is up to scratch? Start with the basics, and that’s making sure you are targeting the right keywords.
  • Tip 1 is all about choosing keywords Big mistake we see - wrong keywords are chosenBased on assumption
  • Stick ‘keyword tool’ into Google. First result. You do need a Google Account to access this these days.
  • Tip 2 is about using keywords. Poor keyword use is a big issues Duplication of keywords across pages (cannibalisation) is a problem
  • Page title. Meta description. URL. All visible in Google Need keywords in there (emboldened) and good sales messages to entice the click.
  • Will cover this more after
  • A varied and natural link profile is best. Don’t ‘over optimise’ as this annoys Google
  • Formerly Google Places Known as Local SEO
  • Formerly Google Place Known as Local SEO
  • A mini SEO project. Prove relevance and importance again: Accurate info + keywords within listing = relevance Citations & reviews = importance Encourage reviews from people. Charity donation? Venue in London does this well.
  • Huge subject Hugely important Brings everything else together and steps it up a notch
  • Tip 3 is about creating content. Great content COntent can be blog posts, news articles, videos, images, guides, whitepapers, etc.
  • Don’t write for the sake of it. Find out what people care about first
  • Hugely important not just for users (hints, tips) or so you have extra pages for Google But also helps improve your SEO and therefore rankings
  • Blogging allows you to quickly create keyword rich contentFresh content keeps Google returning Good for UNIVERSAL search SOCIAL SIGNALS = important ranking factors
  • To summarise.

Transcript

  • 1. Content Strategy, SEO and Social Media USING SEO TO GET THE MOST OUT OF YOUR WEBSITE
  • 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
  • 3. WHAT WE WILL COVER Part 2: On-site SEO How to pick keywords How to optimise web pages
  • 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links Google+ Local
  • 5. WHAT WE WILL COVER Part 4: Content How to create great content
  • 6. WHAT IS SEO?
  • 7. WHY BOTHER? High rankings mean... Greater brand exposure More traffic More sales & enquiries
  • 8. HOW GOOGLE WORKS Spiders crawl links Adds pages to the index Shows most RELEVANT results Orders results due to IMPORTANCE
  • 9. RELEVANCE Keywords on your pages Keywords behind your pages
  • 10. IMPORTANCE In-bound links Votes of confidence Relevancy Authority
  • 11. ON-SITE SEO
  • 12. CHOOSING KEYWORDS Assumption is the enemy of SEO So, use the Google Keyword Planner tool (it’s free and easy to use)
  • 13. CHOOSING KEYWORDS Look at ‘exact’ match keywords Compare volume with competition - find gaps in the market Mix quick-wins with long-term goals
  • 14. SEO COPYWRITING Google ranks webpages, not websites 1-2 phrases per page Get them into your pages...
  • 15. SEO COPYWRITING
  • 16. SEO COPYWRITING In your copy = headings, subheadings, body, call-to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc...
  • 17. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
  • 18. OFF-SITE SEO
  • 19. LINK BUILDING Your site needs in-bound links Google is a popularity contest Many ways to get links...
  • 20. LINK BUILDING Directories Niche specific (hotels, tourism, travel) Location specific
  • 21. LINK BUILDING Content Guest blog posts Advice articles Online press releases
  • 22. LINK BUILDING Relationships Suppliers Testimonials Business partners
  • 23. GOOGLE+ LOCAL ‘Local SEO’ Appear within the map results
  • 24. GOOGLE+ LOCAL Keywords within your listing Citations Reviews
  • 25. CONTENT
  • 26. CONTENT Spend time on creating good regular content Your brand will stand out to visitors You will find new fans and followers
  • 27. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
  • 28. SEO & CONTENT “Provide unique and relevant content that gives users a reason to visit your site...create a useful, information rich site” - Google
  • 29. SEO & CONTENT Google is constantly looking for content to show to users Link-bait = the best links Gets social links, which are now vital
  • 30. SO...
  • 31. YOU NEED TO Choose your keywords carefully Optimise your pages properly Build lots of links from external sites Set-up a Google+ Local profile
  • 32. YOU NEED TO Find out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
  • 33. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect: uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertyOnlineUK