Seo webinar feb13

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CIM SEO Webinar

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  • Rev PA1
  • Seo webinar feb13

    1. 1. Search Engine OptimisationDaniel Rowles
    2. 2. Who Am I? • Daniel Rowles • CIM Course Director • 15 Years experience in digital marketing – Both client and agency side – Sony, L’Oreal, Dupont, Aviva, John Lewis, Vodafone, Warner Bros, O2 • @danielrowles #practicalinsights
    3. 3. What I’ll Cover • Search in Perspective • Keyword Research • On-Page Optimisation • Link Building • Next Steps3 #practicalinsights
    4. 4. Search in Perspective #practicalinsights
    5. 5. Impact of Search #practicalinsights
    6. 6. Social and Search #practicalinsights
    7. 7. Natural/Organic vs. Paid PAID FREE PAID #practicalinsights
    8. 8. Search Engines #practicalinsights
    9. 9. Where Do We Look? #practicalinsights
    10. 10. Which factors are importantThere are two factors which are vital to a successful SEO campaign: – On page optimisation – Link building – Social Signals #practicalinsights
    11. 11. How do Spiders work?• Read HTML from left to right• Follow links on your page• Place different emphasis on keyword placement #practicalinsights
    12. 12. Spider Issues• Flash (Google now Indexing!)• Text in Graphics• Keyword Duplicates• Redirection (301 redirect) #practicalinsights
    13. 13. Black Hat vs. White Hat Search Engine Userhttp://www.mattcutts.com/blog/ramping-up-on-international-webspam/ #practicalinsights
    14. 14. Keyphrase Research #practicalinsights
    15. 15. The Long Tail #practicalinsights
    16. 16. Generating Keywords: Google Keyword Tool #practicalinsights
    17. 17. Generating Keywords: Google Trends #practicalinsights
    18. 18. Trends and News #practicalinsights
    19. 19. Picking Phrases #practicalinsights
    20. 20. Writing for Search Engines #practicalinsights
    21. 21. Keyword Placement s • Pa ge Title • URL > gs <H1 • Headin C ontent • Bo d y ks • T ext Lin s • A LT Tag #practicalinsights
    22. 22. Page TitlePage TitlePage NamePage NameAlt TextAlt TextHeadingHeadingCopyCopyLinksLinks #practicalinsights
    23. 23. Page Title• Highly important• Need to be unique• Use primary keyphrases• Match the page content• Keep important words at the front #practicalinsights
    24. 24. Search Engine Results Page (SERPs) #practicalinsights
    25. 25. Body • Primary keywords in 1st paragraph • Check keyword density • Use paragraphs with headings #practicalinsights
    26. 26. Text Links• Use keyword strong links• Enhances relevance of the target page• Read about Anchor Text• Read about Anchor Text here.. #practicalinsights
    27. 27. Alt Tags • Very important for accessibility and usability • Never sacrifice these tags for SEO • Use informative descriptions which contain page’s keywords #practicalinsights
    28. 28. Benchmarking Results #practicalinsights
    29. 29. Google Analytics #practicalinsights
    30. 30. Advanced Web Rankinghttp://www.targetinternet.com/seo-tools-comparison-raven-seomoz-buzzstream/ #practicalinsights
    31. 31. Link building• Fundamental part of SEO• Links to your content• Social Signals• PageRank should be used only as a guide to the popularity of you site #practicalinsights
    32. 32. Link buildingPageRank:Part of Google algorithmQuality of linksReciprocal relevancy #practicalinsights
    33. 33. Social Signals #practicalinsights
    34. 34. #practicalinsights
    35. 35. Conclusions • Keyword Research • On-Page Optimisation • Link Building • Ongoing Test and Improve #practicalinsights
    36. 36. Thank you • @DanielRowles • danielrowles@me.com • www.targetinternet.comThe recording of this Practical Insights webinar will beavailable on Marketing Expert within the next 48 hours.To access Marketing Expert visit the CIM websitewww.cim.co.ukLog-in and click on Resources/Marketing Expert.The Practical insights button will be displayed on theright hand side of the Marketing expert homepage. #practicalinsights

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