1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1
Penguins, Pandas & Hummingbirds
Th...
2 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 2
• Welcome and Housekeeping
• Intro...
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...
11 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 11
What we do
Pay as you use IT Sup...
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
...
14 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 14
Who we do it for
• Small and Med...
15 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 15
Call 0117 3 700 777
Email info@b...
16 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 16
Penguins, Pandas & Hummingbirds
...
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...
22 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 22
Lots of different ways to get on...
23 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 23
PC
Laptop
Netbook
Tablet
Smart P...
24 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 24
So, is your business ready?
• Ph...
25 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 25
Is your site ready?
Do the pages...
26 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 26
A –
I –
D –
A –
Grab the ATTENTI...
27 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 27
Penguins, Pandas & Hummingbirds
...
28 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 28
So Andy –
Are you going to tell ...
29 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 29
Web Marketing is a Marathon
Ther...
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 si...
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/webma...
35 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 35
Penguins, Pandas & Hummingbirds
...
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 discipli...
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 Engi...
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 ri...
43 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 43
So Andy –
Are you going to tell ...
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.mybusin...
46 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 46
www.google.com/submityourcontent...
47 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 47
How do Search Engines Work?
• Se...
48 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 48
So Andy –
Are you going to tell ...
49 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 49
Probably the most important
cont...
50 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 50
Choosing Keywords
• Think like a...
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...
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 w...
57 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 57
Hummingbird – how it works and w...
58 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 58
Hummingbird – how it works and w...
59 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 59
Writing great content
• Think ab...
60 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 60
Writing great content
• Read out...
61 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 61
Ernest Hemingway’s Top 5 Tips fo...
62 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 62
Always use short sentences
Rule ...
63 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 63
Use short 1st paragraphs
Rule No...
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, f...
66 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 66
Be positive, not negative
Rule N...
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...
69 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 69
HTML Title
• about 80 characters...
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 Des...
72 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 72
Meta Description Tag – aka “Snip...
73 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 73
Alternative Attribute – aka Alt ...
74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74
Alternative Attribute – aka Alt ...
75 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 75
HTML page name
www.bristolitcomp...
76 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 76
A “Virtual” Highlighter for the ...
77 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 77
• Page Content
• HTML Page Title...
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.thecompetitio...
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 me...
83 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 83
Domain Name
• Does it include an...
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 t...
86 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 86
• Focus on Quality Content
• Hum...
87 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 87
• Only use ORIGINAL content
• En...
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...
90 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 90
• Focus on Quality Backlinks
• L...
91 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 91
• Evaluate ALL backlinks [Google...
92 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 92
Remember
Your web site is for yo...
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 ...
97 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 97
Probably the
greatest marketing ...
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 Ad...
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
•...
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 fil...
105 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 105
How does it work?
1. Email arr...
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.co...
109 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 109
What’s Next?
• Critically asse...
110 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 110
Find us
www.bristolitcompany.c...
111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111
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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

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Search Engine Optimisation

  1. 1. 1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1 Penguins, Pandas & Hummingbirds The Changing Face of Search
  2. 2. 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. 3. 3 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 3
  4. 4. 4 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 4 FIRE!!!!!
  5. 5. 5 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 5 Comfort
  6. 6. 6 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 6
  7. 7. 7 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 7 Available to download
  8. 8. 8 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 8
  9. 9. 9 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 9
  10. 10. 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. 11. 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. 12. 12 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 12 What we do
  13. 13. 13 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 13 What we do Database Development and Migration
  14. 14. 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. 15. 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. 16. 16 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 16 Penguins, Pandas & Hummingbirds The Changing Face of Search
  17. 17. 17 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 17 World Wide Web – Reality Check
  18. 18. 18 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 18 Vast Market Great Opportunity
  19. 19. 19 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 19 7.1bn 2.1bn 49m
  20. 20. 20 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 20 Lots of money spent online
  21. 21. 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. 22. 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. 23. 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. 24. 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. 25. 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. 26. 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. 27. 27 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 27 Penguins, Pandas & Hummingbirds The Changing Face of Search
  28. 28. 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. 29. 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. 30. 30 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 30 Are you measuring?
  31. 31. 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. 32. 32 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 32 Google Analytics
  33. 33. 33 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 33 Traffic Sources
  34. 34. 34 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 34 Webmaster – www.google.com/webmaster
  35. 35. 35 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 35 Penguins, Pandas & Hummingbirds The Changing Face of Search
  36. 36. 36 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 36 What IS SEO?
  37. 37. 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. 38. 38 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 38 The Problem
  39. 39. 39 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 39
  40. 40. 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. 41. 41 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 41
  42. 42. 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. 43. 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. 44. 44 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 44 Are you registered?
  45. 45. 45 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 45 www.mybusiness.co.uk www.mybusiness.co.uk
  46. 46. 46 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 46 www.google.com/submityourcontent/website-owner/
  47. 47. 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. 48. 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. 49. 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. 50. 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. 51. 51 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 51 KeywordSpy SEMRush
  52. 52. 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. 53. 53 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 53 Where do they go?
  54. 54. 54 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 54 Where to place Keywords
  55. 55. 55 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 55 Where to place Keywords
  56. 56. 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. 57. 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. 58. 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. 59. 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. 60. 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. 61. 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. 62. 62 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 62 Always use short sentences Rule No. 1
  63. 63. 63 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 63 Use short 1st paragraphs Rule No. 2
  64. 64. 64 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 64 Use vigorous English Rule No. 3
  65. 65. 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. 66. 66 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 66 Be positive, not negative Rule No. 4
  67. 67. 67 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 67 Only use the gold Rule No. 5
  68. 68. 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. 69. 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. 70. 70 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 70 Where to place Keywords
  71. 71. 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. 72. 72 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 72 Meta Description Tag – aka “Snippet”
  73. 73. 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. 74. 74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74 Alternative Attribute – aka Alt Tag
  75. 75. 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. 76. 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. 77. 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. 78. 78 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 78 What Else Counts? Backlinks
  79. 79. 79 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 79 Backlinks link:www.thecompetition.co.uk
  80. 80. 80 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 80 Backlinks
  81. 81. 81 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 81 Backlinks
  82. 82. 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. 83. 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. 84. 84 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 84 What has Changed? Google Panda
  85. 85. 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. 86. 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. 87. 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. 88. 88 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 88 What has Changed?
  89. 89. 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. 90. 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. 91. 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. 92. 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. 93. 93 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 93
  94. 94. 94 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 94 www.google.com/places
  95. 95. 95 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 95
  96. 96. 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. 97. 97 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 97 Probably the greatest marketing opportunity known!
  98. 98. 98 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 98
  99. 99. 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. 100. 100 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 100
  101. 101. 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. 102. 102 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 102
  103. 103. 103 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 103
  104. 104. 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. 105. 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. 106. 106 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 106 How much does it cost?
  107. 107. 107 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 107 How much does it cost?
  108. 108. 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. 109. 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. 110. 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. 111. 111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111
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