SEO Presentation at Introbiz Business Show 2013

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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

Published in: Technology, Design
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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.
  • SEO Presentation at Introbiz Business Show 2013

    1. 1. Content Strategy, SEO and Social Media USING SEO TO GET THE MOST OUT OF YOUR WEBSITE
    2. 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
    3. 3. WHAT WE WILL COVER Part 2: On-site SEO How to pick keywords How to optimise web pages
    4. 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links Google+ Local
    5. 5. WHAT WE WILL COVER Part 4: Content How to create great content
    6. 6. WHAT IS SEO?
    7. 7. WHY BOTHER? High rankings mean... Greater brand exposure More traffic More sales & enquiries
    8. 8. HOW GOOGLE WORKS Spiders crawl links Adds pages to the index Shows most RELEVANT results Orders results due to IMPORTANCE
    9. 9. RELEVANCE Keywords on your pages Keywords behind your pages
    10. 10. IMPORTANCE In-bound links Votes of confidence Relevancy Authority
    11. 11. ON-SITE SEO
    12. 12. CHOOSING KEYWORDS Assumption is the enemy of SEO So, use the Google Keyword Planner tool (it’s free and easy to use)
    13. 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. 14. SEO COPYWRITING Google ranks webpages, not websites 1-2 phrases per page Get them into your pages...
    15. 15. SEO COPYWRITING
    16. 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. 17. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
    18. 18. OFF-SITE SEO
    19. 19. LINK BUILDING Your site needs in-bound links Google is a popularity contest Many ways to get links...
    20. 20. LINK BUILDING Directories Niche specific (hotels, tourism, travel) Location specific
    21. 21. LINK BUILDING Content Guest blog posts Advice articles Online press releases
    22. 22. LINK BUILDING Relationships Suppliers Testimonials Business partners
    23. 23. GOOGLE+ LOCAL ‘Local SEO’ Appear within the map results
    24. 24. GOOGLE+ LOCAL Keywords within your listing Citations Reviews
    25. 25. CONTENT
    26. 26. CONTENT Spend time on creating good regular content Your brand will stand out to visitors You will find new fans and followers
    27. 27. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
    28. 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. 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. 30. SO...
    31. 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. 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. 33. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect: uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertyOnlineUK

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