Search Engine Optimisation
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Search Engine Optimisation

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A quick look at key SEO issues, taking in to account Google Penguin, Panda and Hummingbird

A quick look at key SEO issues, taking in to account Google Penguin, Panda and Hummingbird

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Search Engine Optimisation Search Engine Optimisation Presentation Transcript

  • 1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1 Penguins, Pandas & Hummingbirds The Changing Face of Search
  • 2 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 2 • Welcome and Housekeeping • Introduction • Search Engine Optimisation • Break • Search Engine Optimisation • PPC • ScanMX • Close Agenda
  • 3 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 3
  • 4 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 4 FIRE!!!!!
  • 5 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 5 Comfort
  • 6 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 6
  • 7 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 7 Available to download
  • 8 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 8
  • 9 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 9
  • 10 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 10 What we do • Pay monthly Support • IT Support Credits • Short term IT Support Cover
  • 11 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 11 What we do Pay as you use IT Support • New Starts & Micro Businesses • Support recorded by the minute • Invoiced monthly
  • 12 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 12 What we do
  • 13 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 13 What we do Database Development and Migration
  • 14 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 14 Who we do it for • Small and Medium Sized Businesses • Schools and Colleges • Legal Practices • Engineering Companies • Media Companies • Multinational Software Developers • Psychologists
  • 15 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 15 Call 0117 3 700 777 Email info@bristolitcompany.com Browse www.BristolitCompany.com Tweet @supportbristol Linkedin bristol-it-company-limited
  • 16 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 16 Penguins, Pandas & Hummingbirds The Changing Face of Search
  • 17 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 17 World Wide Web – Reality Check
  • 18 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 18 Vast Market Great Opportunity
  • 19 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 19 7.1bn 2.1bn 49m
  • 20 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 20 Lots of money spent online
  • 21 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 21 SourceOfficeofNationalStatistics UK Online sales 2012 Ecommerce = £483bn Ecommerce = 19% by value B2C = £ 78.15bn B2B = £404.85bn
  • 22 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 22 Lots of different ways to get online = Lots of time spent online
  • 23 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 23 PC Laptop Netbook Tablet Smart Phone WiFi 3G 4G
  • 24 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 24 So, is your business ready? • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand?
  • 25 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 25 Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling & relevant content?
  • 26 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 26 A – I – D – A – Grab the ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION Does it tell the right story?
  • 27 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 27 Penguins, Pandas & Hummingbirds The Changing Face of Search
  • 28 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 28 So Andy – Are you going to tell us how to get to NUMBER 1 in Google
  • 29 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 29 Web Marketing is a Marathon There are NO quick wins!
  • 30 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 30 Are you measuring?
  • 31 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 31 • How many visitors does your site attract? • What do they do whilst they are there – How many pages do they look at? – How long do they spend on the site? – How does this compare against the targets set for the site? – How many conversions occur? • Sales • Email contact • Subscription • Calls
  • 32 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 32 Google Analytics
  • 33 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 33 Traffic Sources
  • 34 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 34 Webmaster – www.google.com/webmaster
  • 35 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 35 Penguins, Pandas & Hummingbirds The Changing Face of Search
  • 36 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 36 What IS SEO?
  • 37 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 37 Andy Poulton SEO is the discipline of ensuring a web site is “Search Engine Friendly” in order to move the site higher in the Search Engine Results Pages [SERPs] without losing sight of the intended target audience, the customer. What IS SEO?
  • 38 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 38 The Problem
  • 39 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 39
  • 40 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 40 80% of web users use Search Engines 90% use Google 50% of users go beyond page 1 10% of users venture past page 2
  • 41 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 41
  • 42 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 42 What’s the big secret? Do the right things right and get the right results There Isn’t one!
  • 43 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 43 So Andy – Are you going to tell us how to get to in Google?
  • 44 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 44 Are you registered?
  • 45 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 45 www.mybusiness.co.uk www.mybusiness.co.uk
  • 46 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 46 www.google.com/submityourcontent/website-owner/
  • 47 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 47 How do Search Engines Work? • Search Engines use Robots to discover and explore sites • Search Engines rank web sites against own unique criteria • Sites can be optimised if criteria understood • These criteria are NOT fixed !
  • 48 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 48 So Andy – Are you going to tell us how to get to in Google?
  • 49 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 49 Probably the most important content on your web site
  • 50 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 50 Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Use tools such as SEMRush KeywordSpy KeywordEye
  • 51 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 51 KeywordSpy SEMRush
  • 52 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 52 Home Page Searches Services Page Searches Keywords Keyword 1 25,000 Keyword 5 14,000 Keyword 2 19,756 Keyword 6 12,000 Keyword 3 10,000 Keyword 7 7,589 Keyword 4 3,756 Keyword 8 3,569 Keyword Spreadsheet
  • 53 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 53 Where do they go?
  • 54 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 54 Where to place Keywords
  • 55 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 55 Where to place Keywords
  • 56 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 56 Hummingbird – how it works and what it means Previously on Google Hotel Swimming pool Majorca With Hummingbird Hotel Swimming pool Majorca
  • 57 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 57 Hummingbird – how it works and what it means Hummingbird means Google understands your whole search not just the individual words
  • 58 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 58 Hummingbird – how it works and what it means You have to ensure that your keywords are grouped in the same way that people may use them when searching. “Scattering” them across the page is no- longer good enough
  • 59 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 59 Writing great content • Think about the message you want to convey • List the features that you want to include • Convert those features in to benefits • Write the content – without thought to keywords
  • 60 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 60 Writing great content • Read out-loud • Edit • Incorporate your keywords • Cut the word count in half
  • 61 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 61 Ernest Hemingway’s Top 5 Tips for Writing Well
  • 62 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 62 Always use short sentences Rule No. 1
  • 63 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 63 Use short 1st paragraphs Rule No. 2
  • 64 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 64 Use vigorous English Rule No. 3
  • 65 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 65 “Vigorous English is muscular, forceful. Vigorous English comes from passion, focus and intention. It’s the difference between putting in a good effort and TRYING to move a boulder… and actually sweating, grunting, straining your muscles to the point of exhaustion… and MOVING the freaking thing!” David Garfinkel
  • 66 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 66 Be positive, not negative Rule No. 4
  • 67 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 67 Only use the gold Rule No. 5
  • 68 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 68 “I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934. “I try to put the shit in the wastebasket.”
  • 69 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 69 HTML Title • about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page Where to place Keywords
  • 70 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 70 Where to place Keywords
  • 71 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 71 Where to place Keywords Meta Description Tag – aka “Snippet” – Limit to around 150 characters – Use on every page – Customise for each page
  • 72 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 72 Meta Description Tag – aka “Snippet”
  • 73 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 73 Alternative Attribute – aka Alt Tag – Every Image needs one – Build Keyword Count – Comply with Disability Discrimination Act - Accessibility Where to place Keywords
  • 74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74 Alternative Attribute – aka Alt Tag
  • 75 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 75 HTML page name www.bristolitcompany.com/seo-seminar – Images seo-seminar.jpg • Use keywords for Text Links [Anchor Text] Name files with keywords Where to place Keywords
  • 76 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 76 A “Virtual” Highlighter for the Search Engines Header Tags <H1> </H1> <H1> For IT support, app and software development in Bristol and the South West…</H1> Where to place Keywords
  • 77 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 77 • Page Content • HTML Page Title • Meta Page Description • File / Image Names • ALT Attributes • Header Tags • Navigation Link Anchor Text • URLs Where to place Keywords – A summary
  • 78 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 78 What Else Counts? Backlinks
  • 79 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 79 Backlinks link:www.thecompetition.co.uk
  • 80 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 80 Backlinks
  • 81 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 81 Backlinks
  • 82 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 82 What Else Counts? Google will measure your site based on “relevance” • The number of times it is clicked in a search • Where is the site hosted? • How fast the pages open
  • 83 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 83 Domain Name • Does it include any Keywords? • How long ago was it registered • How long is it registered for? What Else Counts?
  • 84 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 84 What has Changed? Google Panda
  • 85 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 85 What is Google Panda? • Change to the way Google evaluates sites • 1 poor page could impact whole website • Rolled out February 2011 • Updated April 2012 • Updated September 2012 • Updated January 2013 • Updated July 2013
  • 86 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 86 • Focus on Quality Content • Human reviews train AI on good/bad sites • Site design • Trustworthiness • Quality/valuable non spammy content • Not “over optimised” • Speed • Would they return to the site What is Google Panda?
  • 87 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 87 • Only use ORIGINAL content • Ensure content adds value • Content should be visitor focussed • Don’t overuse keywords/phrases • Quality Check ALL pages • Add fresh content regularly Don’t get caught out
  • 88 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 88 What has Changed?
  • 89 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 89 What is Google Penguin? • Change to the way Google evaluates sites • 1 poor page could impact whole website • Rolled out April 2012 • Updated May 2012 • Updated October 2012 • Updated May 2013
  • 90 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 90 • Focus on Quality Backlinks • Links from Quality sites – OK • Links from relevant sites – OK • Links from bad territory = Poison • Links from Article Marketing = potential poison What is Google Penguin?
  • 91 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 91 • Evaluate ALL backlinks [Google Webmaster] • Request removal from suspicious sites • Use Disavow Tool if request fails • Build links from quality sites Don’t get caught out
  • 92 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 92 Remember Your web site is for your CLIENTS not the search engines
  • 93 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 93
  • 94 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 94 www.google.com/places
  • 95 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 95
  • 96 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 96 So Andy – Are you going to tell us how to get to in Google?
  • 97 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 97 Probably the greatest marketing opportunity known!
  • 98 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 98
  • 99 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 99 Pay per Click aka PPC, Google Ads, Sponsored Links Google Adwords 25 characters max Check out Google Advertising 35 characters max Get Started Today 35 Characters max www.google.co.uk Home page URL www.google.co.uk/adwords Where the click lands
  • 100 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 100
  • 101 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 101 • Blogging • Video Marketing • Social Media • Linkedin • Facebook • Twitter • Email Marketing • Viral Marketing • Location based marketing • Smartphone apps • Article Marketing
  • 102 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 102
  • 103 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 103
  • 104 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 104 What is it? Spam and Virus filter for businesses running their own email server Such as • Microsoft Exchange • Microsoft Small Business Server
  • 105 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 105 How does it work? 1. Email arrives at ScanMX for scanning 2. Clean emails passed on to your Email Server 3. All incoming email is also backed up in our secure datacentre 4. Blacklist senders [ScanMX Premium] 5. Mirrored ScanMX servers [ScanMX Premium]
  • 106 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 106 How much does it cost?
  • 107 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 107 How much does it cost?
  • 108 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 108 How do I get it? www.ScanMX.com Free 30 day trial
  • 109 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 109 What’s Next? • Critically assess your site • Research keywords thoroughly • Ensure your keywords are in the right places • Monitor performance Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics • Continually monitor your site’s ranking and make improvements where possible
  • 110 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 110 Find us www.bristolitcompany.com info@bristolitcompany.com Follow us Twitter @SupportBristol Linkedin bristol-it-company-limited Phone us 01173 700 777
  • 111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111