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SEO guide for beginners

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Slides from Paul Gardener's talk on SEO for beginners/

Slides from Paul Gardener's talk on SEO for beginners/

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    SEO guide for beginners SEO guide for beginners Presentation Transcript

    • SEO
      • Defining SEO
      • How it’s possible to influence Google rankings
      ESSENTIALLY...
    • What is SEO?
      SEO = Search Engine Optimisation
      Search Engine Optimisation is the process of improving the volume or quality of traffic to a website from search engines.
    • Why is SEO important?
      Search engines bring in visitors
      More visitors = more customers
      More customers = more £££s
    • Search Position and Click Through Rate
      1 42.30%
      2 11.92%
      3 8.44%
      4 6.03%
      5 4.86%
      6 3.99%
      7 3.37%
      8 2.98%
      9 2.83%
      10 2.97%
    • General things ‘onsite’ that influence search results
      1. Meta data
      2. Internal links
      3. Written content on the sites
      4. Other factors like domain age and filenames
    • General things ‘offsite’ that influence search results
      1. External Links (up to 70% importance)
      2. Blogging
    • Meta Data
      The meta title provides a search engine with an idea of what the page is about. It’s important to research keywords and place them here. No more than 68 characters! The meta title is underlined in the search engine results pages.
      The meta description ‘describes’ the page. Keywords can be put in here, but it’s not as important as the meta title. The meta description appears under the title in the SERPS. The meta description is a good place for a call to action phrase.
    • Targeted search phrases model
      Generic phrase
      “agency”
      Number of times a phrase is used
      “marketing agency”
      Qualified phrase
      Long-tail search phrase
      “Marketing agency in Manchester”
      Longer tail search phrases
      “Top marketing agency in Manchester”
      No. of different searches
    • Links
      INTERNAL
      EXTERNAL
      Links that point to another page within the same website*
      Links that point to a page on a different website entirely
    • Links
      Inbound links signal site importance so the more links the better, similar to a ‘vote of confidence’
      HOWEVER
      If we consider links like friends then we value some friends' opinions more than others
      SO
      One valued opinion (link) is worth more than many insignificant opinions (links)
    • Links
      If you ever get the opportunity to get an inbound link to Delineo, run it past us in digital, but generally this is a good thing
      HOWEVER
      Links MUST be relevant
    • Written content on the sites
      Googleexamines ALL content on a website in order to determine what the site is about.
      This works in tandem with the meta data to give the website the best chance of ranking for targeted keywords
    • SEO Do's and Don'ts
      DO – Include key phrases within text
      DON'T – Spam text with key phrases
      DO – Include different variations of key phrases within text and synonyms of core words
      DON'T – Include phrases where they are not relevant
    • GoodVsBadOptimised Text
      Delineo marketing agency is one of the top marketing agencies in Manchester, and offers marketing services for companies seeking Manchester marketing.
      BAD, SPAMMY JUNK!
      Delineo is one of the top marketing agencies in Manchester, delivering passionate and friendly marketing solutions in the North West.
      GOOD
    • Summary of ‘on-page’ Influencing Factors
      If you influence anything that appears on a website, you can influence Google rank
      Meta title
      File name
      Alt tag optimisation
      Links text
      Headings (H1/2 tags)
      Content
      Keyword-rich links in content
    • Additional things to remember
      Googleignores punctuation in text
      e.g. ...in Manchester. Marketing agencies are often...
      Google does not only see phrases
      e.g. ...in Manchester. Some agencies will...
      Additional information is important for search
      e.g. advertising, digital, branding and other related terms