Search Engine Optimisation
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Search Engine Optimisation

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With more than 80% of web users turning to search engines to find things online, ensuring your website is featured as high in the search results as possible remains incredibly important. ...

With more than 80% of web users turning to search engines to find things online, ensuring your website is featured as high in the search results as possible remains incredibly important.

This presentation takes a look at SEO and content marketing together with Google's Hummingbird, Panda and Penguin updates.

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  • 1. SEO Masterclass Of Penguins, Pandas & Hummingbirds The Changing Face of Search 1 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 1
  • 2. Web Marketing SEO Masterclass is a Marathon There are NO quick wins! 2 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 2
  • 3. SEO Masterclass Are you measuring? 3 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 3
  • 4. SEO Masterclass • 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 4 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4
  • 5. SEO Masterclass Google Analytics 5 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 5
  • 6. SEO Masterclass Traffic Sources 6 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 6
  • 7. SEO Masterclass Webmaster – www.google.com/webmaster 7 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 7
  • 8. SEO Masterclass Of Penguins, Pandas & Hummingbirds The Changing Face of Search 8 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 8
  • 9. SEO Masterclass What IS SEO? 9 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 9
  • 10. SEO Masterclass What IS SEO? 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. 10 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 10
  • 11. SEO Masterclass The Problem 11 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 11
  • 12. SEO Masterclass 12 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 12
  • 13. SEO Masterclass 80% of web users use Search Engines 90% use Google 50% of users go beyond page 1 10% of users venture past page 2 13 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 13
  • 14. SEO Masterclass 14 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 14
  • 15. SEO Masterclass What’s the big secret? Do the right things right and There Isn’t one! get the right results 15 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 15
  • 16. SEO Masterclass So Andy – Are you going to tell us how to get to in Google? 16 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 16
  • 17. SEO Masterclass Are you registered? 17 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 17
  • 18. SEO Masterclass www.mybusiness.co.uk www.mybusiness.co.uk 18 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 18
  • 19. SEO Masterclass www.google.com/submityourcontent/website-owner/ 19 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 19
  • 20. SEO Masterclass How do Search Engines Work? • Search Engines use Spiders 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 ! 20 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 20
  • 21. SEO Masterclass So Andy – Are you going to tell us how to get to in Google? 21 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 21
  • 22. SEO Masterclass Probably the most important content on your web site 22 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 22
  • 23. SEO Masterclass Choosing Keywords • • • • • Think like a customer Think laterally Brainstorm Keywords Ask everyone Use tools such as SEMRush KeywordSpy KeywordEye 23 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 23
  • 24. SEO Masterclass SEMRush KeywordSpy 24 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 24
  • 25. SEO Masterclass Keyword Spreadsheet Home Page Keywords Searches Services Page Searches 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 25 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 25
  • 26. SEO Masterclass Where do they go? 26 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 26
  • 27. SEO Masterclass Where to place Keywords 27 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 27
  • 28. SEO Masterclass Where to place Keywords 28 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 28
  • 29. SEO Masterclass Hummingbird – how it works and what it means Previously on Google With Hummingbird Hotel Swimming pool Majorca Hotel Swimming pool Majorca 29 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 29
  • 30. SEO Masterclass Hummingbird – how it works and what it means Hummingbird means Google understands your whole search not just the individual words 30 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 30
  • 31. SEO Masterclass 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 nolonger good enough 31 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 31
  • 32. SEO Masterclass 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 32 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 32
  • 33. SEO Masterclass Writing great content • Read out-loud • Edit • Incorporate your keywords • Cut the word count in half 33 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 33
  • 34. SEO Masterclass Ernest Hemingway’s Top 5 Tips for Writing Well 34 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 34
  • 35. SEO Masterclass Rule No. 1 Always use short sentences 35 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 35
  • 36. SEO Masterclass Rule No. 2 Use short 1st paragraphs 36 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 36
  • 37. SEO Masterclass Rule No. 3 Use vigorous English 37 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 37
  • 38. SEO Masterclass “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 38 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 38
  • 39. SEO Masterclass Rule No. 4 Be positive, not negative 39 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 39
  • 40. SEO Masterclass Rule No. 5 Only use the gold 40 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 40
  • 41. SEO Masterclass “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.” 41 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 41
  • 42. SEO Masterclass Where to place Keywords HTML Title • about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page 42 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 42
  • 43. SEO Masterclass Where to place Keywords 43 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 43
  • 44. SEO Masterclass Where to place Keywords Meta Description Tag – aka “Snippet” – Limit to around 150 characters – Use on every page – Customise for each page 44 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 44
  • 45. SEO Masterclass Meta Description Tag – aka “Snippet” 45 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 45
  • 46. SEO Masterclass Where to place Keywords Alternative Attribute – aka Alt Tag – Every Image needs one – Build Keyword Count – Comply with Disability Discrimination Act - Accessibility 46 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 46
  • 47. SEO Masterclass Alternative Attribute – aka Alt Tag 47 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 47
  • 48. SEO Masterclass Where to place Keywords Name files with keywords HTML page name www.bristolitcompany.com/seo-seminar – Images seo-seminar.jpg • Use keywords for Text Links [Anchor Text] 48 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 48
  • 49. SEO Masterclass Where to place Keywords Header Tags <H1> </H1> A “Virtual” Highlighter for the Search Engines <H1> For IT support, app and software development in Bristol and the South West…</H1> 49 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 49
  • 50. SEO Masterclass Where to place Keywords – A summary • • • • • • • • Page Content HTML Page Title Meta Page Description File / Image Names ALT Attributes Header Tags Navigation Link Anchor Text URLs 50 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 50
  • 51. SEO Masterclass What Else Counts? Backlinks 51 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 51
  • 52. SEO Masterclass Backlinks link:www.thecompetition.co.uk 52 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 52
  • 53. SEO Masterclass Backlinks 53 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 53
  • 54. SEO Masterclass Backlinks 54 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 54
  • 55. SEO Masterclass 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 55 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 55
  • 56. SEO Masterclass What Else Counts? Domain Name • Does it include any Keywords? • How long ago was it registered • How long is it registered for? 56 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 56
  • 57. SEO Masterclass What has Changed? Google Panda 57 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 57
  • 58. SEO Masterclass 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 58 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 58
  • 59. SEO Masterclass What is Google Panda? • 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 59 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 59
  • 60. SEO Masterclass Don’t get caught out • • • • • • 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 60 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 60
  • 61. SEO Masterclass What has Changed? 61 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 61
  • 62. SEO Masterclass 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 62 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 62
  • 63. SEO Masterclass What is Google Penguin? • 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 63 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 63
  • 64. SEO Masterclass Don’t get caught out • • • • Evaluate ALL backlinks [Google Webmaster] Request removal from suspicious sites Use Disavow Tool if request fails Build links from quality sites 64 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 64
  • 65. SEO Masterclass Remember Your web site is for your CLIENTS not the search engines 65 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 65
  • 66. SEO Masterclass 66 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 66
  • 67. SEO Masterclass www.google.com/places 67 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 67
  • 68. SEO Masterclass 68 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 68
  • 69. SEO Masterclass So Andy – Are you going to tell us how to get to in Google? 69 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 69
  • 70. SEO Masterclass Probably the greatest marketing opportunity known! 70 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 70
  • 71. SEO Masterclass 71 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 71
  • 72. SEO Masterclass Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords Check out Google Advertising Get Started Today www.google.co.uk 25 characters max 35 characters max 35 Characters max Home page URL www.google.co.uk/adwords Where the click lands 72 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 72
  • 73. SEO Masterclass Pay per Click – How it works 1st ad on page Bid 30p per click Pay 5p 73 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 73
  • 74. SEO Masterclass Pay per Click – How it works 1st ad on page Bid 30p per click Pay 8p 2nd ad on page Bid 20p per click Pay 5p 74 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 74
  • 75. SEO Masterclass Pay per Click – How it works 3rd ad on page Bid 50p per click Pay 11p 1st ad on page Bid 30p per click Pay 8p 2nd ad on page Bid 20p per click Pay 5p 75 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 75
  • 76. SEO Masterclass The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well 76 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 76
  • 77. SEO Masterclass Pay per Click – How it works The impact of Quality Score CTR 3% 3 x bid 20p = 60 Pay 5p CTR 1.5% 1.5 x 30p = 45 Pay 8p CTR 0.5% 0.5 x bid 50p = 25 Pay 11p 77 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 77
  • 78. SEO Masterclass So how can we improve the CTR? 78 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 78
  • 79. SEO Masterclass Pay per Click – Champion & Challenger 53% 1085 22,849 47% 476 20,262 79 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4.75% 2.35% 79
  • 80. SEO Masterclass So how can we improve the Quality Score? 80 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 80
  • 81. SEO Masterclass Improving Quality Score • Use negative keywords • Experiment with keyword match options • Ensure keywords feature on landing pages • Direct keywords to relevant pages 81 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 81
  • 82. SEO Masterclass 82 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 82
  • 83. SEO • Blogging Masterclass • Video Marketing • Social Media • Linkedin • Facebook • Twitter • Email Marketing • Viral Marketing • Location based marketing • Smartphone apps • Article Marketing 83 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 83
  • 84. SEO Masterclass What’s Next? • Critically assess your site • Research keywords thoroughly • Ensure your keywords are in the right places • Monitor performance Google Webmaster Tools Google Analytics www.google.com/webmaster www.google.com/analytics • Continually monitor your site’s ranking and make improvements where possible 84 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 84
  • 85. SEO Masterclass Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter Linkedin @andypoulton AndyPoulton Phone me 01793 23 80 20 07966 547 146 85 Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 85