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Seo workshop 20 07-2010
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Seo workshop 20 07-2010

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Helen Trendells, Digital Director at Site Visibility's presentation for Women in Media

Helen Trendells, Digital Director at Site Visibility's presentation for Women in Media


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  • Search engine optimisation (SEO) is the digital marketing practice of getting a website to appear at the top of the search engine results pages for desirable keywords, especially high converting phrases which lead to sales.
  • SEO is cost-effective and directly supports brand, communications, website, marketing & PR investments. Gone are the days when it was just about keywords!
  • So the fundamental SEO basic is Findability: your keywords need to be in Meta Titles, Headings, Content, URLs AND in hyperlinks linking BACK to a particular page 9I can’t emphasise how important your internal links and 3rd party link text is, if getting em in your title in 10, then 9)
  • So the fundamental SEO basic is Findability: your keywords need to be in Meta Titles, Headings, Content, URLs AND in hyperlinks linking BACK to a particular page 9I can’t emphasise how important your internal links and 3rd party link text is, if getting em in your title in 10, then 9)
  • 2 Indexability: do you think you should be higher in the natural search results than you are? Have you investigated possible issues eg. Duplicate content, suffixes and sitemaps? Are you in Google Webmaster Tools?
  • 2 Indexability: do you think you should be higher in the natural search results than you are? Have you investigated possible issues eg. Duplicate content, suffixes and sitemaps? Are you in Google Webmaster Tools?
  • 3 Accessibility: do you have transcripts of video, flash and podcasts? If you don’t, not only does it mean your site complies IS NOT compliant with the DDA (2005) but you’re missing an SEO trick. That’s all rich text content that search engines will love to gobble up and the benefit of that is Google will find your site more relevant, more times, driving more traffic.
  • 3 Accessibility: do you have transcripts of video, flash and podcasts? If you don’t, not only does it mean your site complies IS NOT compliant with the DDA (2005) but you’re missing an SEO trick. That’s all rich text content that search engines will love to gobble up and the benefit of that is Google will find your site more relevant, more times, driving more traffic. Plus it improves your usability, which takes me nicely on to
  • 4 Usability: Our friends at Madgex are going to go into detail about this later but where are your users accessing your website from? What does it look like on a mobile?
  • 4 Usability: Our friends at Madgex are going to go into detail about this later but where are your users accessing your website from? What does it look like on a mobile?
  • 6 Linkability: Is your content valuable / entertaining, would your visitors link to your content from their blog, LinkedIn profile or Facebook page? This is SO important as the more links you have the better your authority and the higher you will be ranked in the search engines.
  • 6 Linkability: Is your content valuable / entertaining, would your visitors link to your content from their blog, LinkedIn profile or Facebook page? This is SO important as the more links you have the better your authority and the higher you will be ranked in the search engines.
  • 5 Sharability: Can your visitors share your content easily? Do you have Send to a friend, Twitter & social bookmarking functions? 
  • 5 Sharability: Can your visitors share your content easily? Do you have Send to a friend, Twitter & social bookmarking functions? 
  • 8 Trackability: Whose the expert in website analytics? Are you getting the right insights to inform your decision making? Why are your most popular pages the most popular? Where is the traffic coming from, where are they going next? Which type of traffic converts the highest proportion to subscribers or leads to the most page impressions per visit? Are you testing page variations e.g. Using Google Website Optimiser?
  • 8 Trackability: Whose the expert in website analytics? Are you getting the right insights to inform your decision making? Why are your most popular pages the most popular? Where is the traffic coming from, where are they going next? Which type of traffic converts the highest proportion to subscribers or leads to the most page impressions per visit? Are you testing page variations e.g. Using Google Website Optimiser?
  • 7 Convertability: Does every page have a call to action? Register, subscribe, follow, download, “you may also like” content to drive engagement and sales. 
  • 7 Convertability: Does every page have a call to action? Register, subscribe, follow, download, “you may also like” content to drive engagement and sales. 
  • Transcript

    • 1. SEO Rules
      By Helen Trendell,
      Digital Director
    • 2. What is Search Engine Optimisation (SEO)?
    • 3. SEO = found in the organic results
    • 4. Benefits of SEO?
      Improve online reputation
      Increase website traffic
      Grow leads
      Drive sales
      ... all without a media budget.
    • 5. The 8 Rules
      of SEO
    • 6. Findability
    • 7. TOOL 1: Keyword Select Tool https://adwords.google.com/select/KeywordToolExternal
    • 8. Indexability
    • 9. TOOL 2: Indexed Pages Checker Google search “site:yoursite.com”
    • 10. Accessibility
    • 11. TOOL 3: Accessibility Checkerhttp://validator.w3.org/
    • 12. Usability
    • 13. Tool 4: Mobile Simulator http://emulator.mtld.mobi/emulator.php
    • 14. Linkability
    • 15. TOOL 5: Link Explorerhttp://siteexplorer.search.yahoo.com
    • 16. Shareability
    • 17. TOOL 6: Social Bookmarkinghttp://delicious.com/
    • 18. Trackability
    • 19. Tool 7: Analyticswww.google.com/analytics
    • 20. Convertability
    • 21. TOOL 8: Website Optimiserwww.google.com/websiteoptimizer
    • 22. Q&A
    • 23. More SEO?
      Copies of this presentation are available on request via: helen.trendell@sitevisibility.com
      http://uk.linkedin.com/in/helentrendell
      http://twitter.com/helentrendell
      Blogs, podcasts & white papers via:
      www.sitevisibility.co.uk