Seo workshop presentation june

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  • Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • You don't need an SEO audit to tell you what you already know An SEO Audit should give you Both strategic and technical advice & give you more than just action items 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • On page influences as well as step-by-step methodology. You will have a chance to actually work on your pages in class and benefit from hands-on practice as well as direct coaching from 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • Spamdexing is creating pages specifically for search engines , in an attempt to get a high ranking in SERPS for particular obscure phrases. Cloaking is a Black Hat SEO technique, where the content of the web site changes depending on the identity of the surfer. This is done by making a cloaking script which delivers content based on the I.P. address or the User-Agent HTTP header of whatever is requesting the page, in short - finding where the surfer came from. Data mining, also known as scraping, (aka a scraper site) is the black hat SEO practice of making Web pages, or even complete websites out of information already on the Internet 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • The visitor who exits might have visited other pages on your site, but just exited on that specific page 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • 19th November 2009 Presented by Jasmine Batra
  • Seo workshop presentation june

    1. 1.   Foundation course: Covering the basic essentials SEO and Analytics training Outline Presented by Jasmine Batra
    2. 2. Agenda <ul><li>0900 – 09.15 Introduction </li></ul><ul><li>09.15 – 10.30 SEO Basics </li></ul><ul><li>10.30 – 10.40 Coffee break </li></ul><ul><li>10.40 – 11.50 Learning Analytics </li></ul><ul><li>11.50 – 12.00 Coffee break </li></ul><ul><li>12.00 – 13.00 Making informed decisions </li></ul>
    3. 3. What We Will Cover <ul><li>Where do I stand? </li></ul><ul><li>All about keywords </li></ul><ul><li>Creating SEO friendly content </li></ul><ul><li>Working within Google’s guidelines </li></ul><ul><li>Measuring key metrics with Google Analytics </li></ul><ul><li>Improving conversions </li></ul><ul><li>Analytics reporting </li></ul>
    4. 4. What is SEO? <ul><li>What is SEO </li></ul><ul><li>Why should I care </li></ul><ul><li>Data on Ranking positions and their Click-throughs </li></ul>
    5. 5. SEO Process <ul><li>AIM’s 5-step SEO process for gaining top rankings </li></ul>
    6. 6. SEO Audit <ul><li>Tests of a good SEO audit </li></ul><ul><ul><li>What’s broken? </li></ul></ul><ul><ul><li>What is working well? </li></ul></ul><ul><ul><li>Design and structure flaws </li></ul></ul><ul><ul><li>Keyword Analysis and positioning </li></ul></ul><ul><ul><li>Geographical targeting </li></ul></ul><ul><ul><li>Server checks </li></ul></ul><ul><ul><li>Pages Indexed by Google / Yahoo / MSN </li></ul></ul>
    7. 7. Ranking Results <ul><li>What factors decide the ranking results for a search phrase/user query? </li></ul><ul><ul><li>Keyword matching </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>User behaviour </li></ul></ul>
    8. 8. Keywords <ul><li>Understanding keywords </li></ul><ul><ul><li>Primary </li></ul></ul><ul><ul><li>Long tail </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><li>How to perform Keyword Research </li></ul><ul><li>Keyword research using Google data </li></ul>
    9. 9. Keywords <ul><li>Use of lateral thinking to drive traffic and sales </li></ul><ul><li>Use of Industry related words </li></ul><ul><li>Working with root words </li></ul><ul><li>Explore semantically related words </li></ul><ul><li>Keyword selection </li></ul><ul><li>Discover how to perform keyword trending </li></ul>
    10. 10. Content <ul><li>How to work with your content </li></ul><ul><li>Examples of what is working best right now and why it is working </li></ul><ul><li>How to gain maximum advantage from your Web copy </li></ul>
    11. 11. How to Create Content <ul><li>… .. and in what order? </li></ul><ul><ul><li>Topic Selection ( originality, popularity) </li></ul></ul><ul><ul><li>Choosing the target phrases </li></ul></ul><ul><ul><li>Selecting good keywords </li></ul></ul>
    12. 12. Producing Content for SEO Advantage <ul><li>Using tools like www.google.com/insights/search/to make judgement calls like ‘used baby furniture’ or ‘second hand baby furniture’ </li></ul><ul><li>Keyword variation and keyword stemming example, if you are writing about a book use other good common words like manual, ebook, guide, tips, report </li></ul><ul><li>Keyword Proximity and Latent Semantic Indexing – use lexical database if required. Good resource wordnet.princeton.edu                 </li></ul><ul><li>Word Count and Keyword density </li></ul><ul><li>First and last paragraph </li></ul><ul><li>Text layout including tags ( H1 to H6) </li></ul><ul><li>Use of images </li></ul><ul><li>Use of anchor text – example making free recipes a hyperlink rather than for free recipes click here </li></ul><ul><li>Mixing anchor text </li></ul><ul><li>Rewriting the Heading/ Title </li></ul>
    13. 13. Keyword Targeting <ul><li>Based on sales Cycle </li></ul><ul><li>Based on page type </li></ul><ul><li>Based on target audience </li></ul><ul><li>Even if your product has universal appeal, recognize subgroups of audience and target separately. </li></ul>Blog post Buzz Words Long tail Product page Evergreen words Strong keywords
    14. 14. The Basics <ul><li>Key phrases in navigation items </li></ul><ul><li>Key phrases in hyperlinks </li></ul><ul><li>Key phrases throughout the content </li></ul><ul><li>Key phrases in Headlines and sub headlines </li></ul><ul><li>Key phrases in first and last para </li></ul><ul><li>Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc. </li></ul>
    15. 15. SEO copywriting does not mean
    16. 16. Black Hat SEO <ul><li>How to stay out of trouble with the search engines. Some examples buying links </li></ul><ul><li>Spamdexing </li></ul><ul><li>Cloaking </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>Creating doorway pages </li></ul><ul><li>Linkfarming and linkspamming </li></ul>
    17. 17. Pillars of Success
    18. 18. Review <ul><li>Review of Participants' Web Sites </li></ul><ul><li>Web site review by Jasmine </li></ul><ul><li>Group review </li></ul><ul><li>Feedback </li></ul><ul><li>Brainstorming exercises </li></ul>
    19. 19. What is Analytics? <ul><li>It is the process of collecting, tracking, measuring, reporting and analysing quantitative usage data to optimise websites and maximize your marketing return on investment (ROI). </li></ul><ul><li>It helps to understand your visitors, traffic patterns, marketing campaigns, conversion </li></ul>
    20. 20. Providing Answers to Difficult Questions How are visitors using my site? Am I creating effective content? Where and when are visitors abandoning my shopping cart? How do I improve site interaction? How can I make my marketing campaigns more effective and accountable?
    21. 21. Using Analytics <ul><li>Types of commercial websites </li></ul><ul><li>What do I want my website to do? </li></ul><ul><li>Site Objectives </li></ul>
    22. 22. Using Analytics
    23. 23. Defining Goals/ Conversions <ul><li>Form fills </li></ul><ul><li>White paper downloads </li></ul><ul><li>Request for quote </li></ul><ul><li>Newsletter subscriptions </li></ul><ul><li>Event registration </li></ul><ul><li>Engagement with social media </li></ul>
    24. 24. Defining Key Metrics <ul><li>New / repeat visitors </li></ul><ul><li>Are they spending enough time </li></ul><ul><li>Where are they spending most of their time </li></ul><ul><li>What is the path they follow </li></ul><ul><li>Using conversion funnel </li></ul><ul><li>Measuring visitor drop-off at every step of the funnel </li></ul>
    25. 25. <ul><li>Conversion funnel analysis and sales path – separate course </li></ul>Conversion Funnel 1,000 visitors to the site 6 Visitors complete goal Total Visits Visit Shopping Area Place Item in Cart Make a Purchase
    26. 26. Analytics <ul><li>No analytics reporting is 100% </li></ul><ul><li>Share analytics data anonymously for benchmarking </li></ul><ul><li>Don’t focus on single metrics </li></ul>
    27. 27. Create Context for your Data <ul><li>Don’t focus on a single metric </li></ul><ul><li>How does the performance of each metric compare to the site average? </li></ul><ul><li>How does the performance compare to last week, or last month? </li></ul>
    28. 28. Creating Context with Visualisations
    29. 29. Data Driven Decision Making
    30. 30. User Manager <ul><li>Within your Analytics settings , utilise the User Manager to add users or change permission for users </li></ul>User manager permissions
    31. 31. Administrators and Users <ul><li>Administrators can create profiles, filters, goals and add users </li></ul><ul><li>Users have read-only access to reports and can be redirected to viewing only specific profiles </li></ul>Displays user type: Administrator or user
    32. 32. Adding a New User <ul><li>After clicking Add User , enter in the user’s information </li></ul><ul><li>* Note that their email address must be a Google account </li></ul><ul><li>www.google.com/accounts </li></ul>Enter user’s email
    33. 33. Adding a New User <ul><li>After entering a new email address, select Access Type for that user: </li></ul><ul><li>Account Administrator , which allows the user to edit account settings and to have access to all of profiles </li></ul><ul><li>Users can view reports only </li></ul>Set user privileges
    34. 34. Modifying Access <ul><li>To Modify access for an existing user, find the user in the existing access list and click Edit </li></ul>Edit user info and access type link
    35. 35. <ul><li>A website profile is essentially a set of rules that define the reports that you see </li></ul><ul><li>Profiles allow you to view reports on specific domains, sub domains or on filtered data for your web pages. </li></ul>Profiles Your website profiles are updated here
    36. 36. Analytics Settings <ul><li>Access reports </li></ul><ul><li>Configuration, goals, Filters and users </li></ul><ul><li>Analytics accounts drop-down </li></ul><ul><li>Remove profiles </li></ul><ul><li>Apply Filters </li></ul><ul><li>Add Profiles </li></ul><ul><li>User permissions </li></ul>
    37. 37. Report Interface <ul><li>Report navigation </li></ul><ul><li>Settings </li></ul><ul><li>Help resources </li></ul><ul><li>Export options and email reports set-up </li></ul><ul><li>Link to help centre </li></ul><ul><li>Calendar / date slider </li></ul>
    38. 38. Report Structure <ul><li>There are 5 main categories: </li></ul><ul><li>Visitors </li></ul><ul><ul><li>Visitor information such as loyalty, language and location </li></ul></ul><ul><li>Traffic sources </li></ul><ul><ul><li>Natural and paid sources of traffic; includes Adwords reports </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Pages viewed </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Conversion rates and goal paths </li></ul></ul><ul><li>E-commerce (if enabled) </li></ul><ul><ul><li>Commerce tracking, visitor loyalty, revenue sources and product specific information </li></ul></ul>
    39. 39. Setting date and comparison date ranges <ul><li>You can either use a calendar or a timeline to select a date range </li></ul><ul><li>Select Compare to Past and you’ll be able to set a comparison date range </li></ul>
    40. 40. Reporting <ul><li>Comparing two metrics on the same graph </li></ul><ul><li>Measuring visitor loyalty </li></ul><ul><li>Report formats </li></ul><ul><li>Scheduling & emailing </li></ul><ul><li>Scorecards – It provides aggregates and averages for the displayed metrics </li></ul><ul><li>  Site-usage </li></ul><ul><li>Email reports </li></ul><ul><li>Report tabs </li></ul><ul><li>The dashboard </li></ul><ul><li>Keyword reports </li></ul>
    41. 41. Bounce Rates <ul><li>The definition of Bounce Rate is the percentage of visitors that hit your website on a given page and don’t visit any other pages on your site. </li></ul><ul><li>The bounce rate at the page level is extremely useful especially in case of landing pages for paid campaigns. </li></ul>
    42. 42. Exit Rates <ul><li>The definition of Exit Rate is the percentage of visitors that leave your site from a given page based on the number of visits to that page. </li></ul><ul><li>Sounds similar to bounce rate, what’s the difference? </li></ul><ul><li>Exit Rate is important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out a Website Persuasion Architecture, and find visitors are exiting the site on a webpage that is a stepping stone to a more important page, then you need to review the page’s content/layout etc. </li></ul>
    43. 43. Increasing Conversions <ul><li>Multivariate testing is a critical component to increasing conversion and lowering bounce rate for your key landing pages. It can help you increase revenue without adding one more new visitor to your site . </li></ul><ul><li>During your optimization process, ASK YOUR CUSTOMERS AND VISITORS about your key landing pages via surveys, focus groups, phone calls, etc </li></ul><ul><li>  </li></ul><ul><li>WEBSITE OPTIMISATION and split testing, A/B testing, multivariate testing etc. concept of scientifically testing your marketing campaigns in order to increase conversion </li></ul>
    44. 44. Installing the Google Analytics Tracking Code <ul><li>How to create a new account </li></ul><ul><li>Where to place the Google Analytics Tracking Code </li></ul><ul><li>About website setups that require customization </li></ul><ul><li>How to verify installation </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
    45. 45. Getting started with Google Analytics <ul><li>Three simple steps to getting started with Google Analytics: </li></ul><ul><li>  </li></ul><ul><li>Sign up www.google.com/analytics - need a Google account </li></ul><ul><li>Install the tracking code across all the pages of your website </li></ul><ul><li>Use the new ga.js code instead of urchin .js </li></ul><ul><li>Verify </li></ul><ul><li>If running Adwords you can go through the analytics tab on the Adwords link the two accounts </li></ul>
    46. 46. Understanding the Code <ul><li>Understanding the tracking code </li></ul><ul><li>Installing the java script </li></ul><ul><ul><li>If the website uses a template or a Content Management System, you can install it on the common area e.g. website footer </li></ul></ul><ul><li>Installing the code on a common footer </li></ul>
    47. 47. Resources <ul><li>Free tools to check if the GA code has been installed properly www.sitescanGA.com – it will check for any implementation errors </li></ul><ul><li>You tube channel GA - http://www.youtube.com/googleanalytics?hl=en </li></ul>
    48. 48. What We Have Covered <ul><li>SEO basics </li></ul><ul><li>Keyword targeting – Primary and secondary pages </li></ul><ul><li>Content creation </li></ul><ul><li>Headings and Sub headings </li></ul><ul><li>Words per page and density </li></ul><ul><li>Primary , long tail and secondary words </li></ul><ul><li>Meta Composition </li></ul><ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Keyword research tools </li></ul><ul><li>Making sense of Analytics Reports </li></ul><ul><li>Configuring, tracking and testing </li></ul>
    49. 49. Our Contact Details <ul><li>Melbourne Sydney </li></ul><ul><li>943 / 1 Queens Road Level 21, Tower 2, Darling Park </li></ul><ul><li>Melbourne 3004 201, Sussex Street , Sydney 2000 </li></ul><ul><li>Phone: 1300 766 665 </li></ul><ul><li>Mobile: 0416 059 115 </li></ul><ul><li>www.searchenginerankings.com.au </li></ul>

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