Seo workshop presentation june
Upcoming SlideShare
Loading in...5
×
 

Seo workshop presentation june

on

  • 1,194 views

 

Statistics

Views

Total Views
1,194
Views on SlideShare
1,194
Embed Views
0

Actions

Likes
0
Downloads
21
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Seo workshop presentation june Presentation Transcript

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