DPOM presentation LUL360 October 2013


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The DPOM breakout sessions (Google Workshop) from Lincuplive 2013

SEO - The Good and the Bad...

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DPOM presentation LUL360 October 2013

  1. 1. Google SEO Workshop #LUL360 #LUL360 dpom we’ll get you found
  2. 2. Google SEO Workshop • The Future of SEO - Content Driven SEO • How to rank your website as high as possible • How to avoid getting penalties from Google • Tools to help
  3. 3. Who are DPOM? • We have a proven track record and a client retention rate of 97% (we’re working hard to improve this!) • We’re trusted and respected: we write for the industry leading authorities on SEO and Online Marketing Including: Marketing Land, Search Engine Journal and Social Media Today. • We’re honest: SEO is a marathon and not a sprint, we won’t promise you quick results, it’s rarely possible. • We’re listed on the Recomended Agencies Register - and audited yearly • We’re a Google Partner & Bing Accredited Professional dpom we’ll get you found
  4. 4. What is SEO?
  5. 5. What is SEO? • SEO (Search Engine Optimisation) • The process of making a website satisfy search queries from users which will likely result in conversions whilst conforming to search engine guidelines • It is not about simply getting the best possible rankings. • It is not about getting high levels of traffic. dpom we’ll get you found
  6. 6. Search Engine Guidelines • Guidelines stipulate how to ensure your website ranks well in search and provides the best experience for visitors. • Failure to follow guidelines often results in penalties or even permanent exclusion from search engines such as Google. • You may of heard of Google Penguin and Panda? dpom we’ll get you found
  7. 7. Google Algorithms Not as cute as they sound
  8. 8. Google Penguin Links • A Google Algorithm designed to target websites that don’t conform to guidelines, in particular, sites that obtain “unnatural links” (for example: building links artificially rather than creating a website that attracts links naturally because it’s users find it helpful or interesting.) • Penalties include: exclusion or major ranking drops. Penalties can be algorithmic or manual (a Google webspam team member will manually penalise your website - this is often the most severe penalty) • Notable cases include: JC Penney (USA) and Interflora (UK). dpom we’ll get you found
  9. 9. What’s Googles problem with links? • • Links are part of the Google Algorithm (there are over 200 factors). • Links should be obtained naturally - i.e. people should voluntarily link to you. • It is possible to manipulate the system by artificially creating links from websites you own, or publishing low quality content on other websites and then linking to your website. But that’s outside of the Google Webmaster Guidelines. dpom Google considers links as a vote - if a website links to yours it is classed as a “vote” that your website is useful and this can help search results by passing “Page Rank” we’ll get you found
  10. 10. Google Panda Content • Panda is an algorithm that targets websites with “thin” and “low quality” content. • For example, keyword stuffed content or content that provides little use to visitors. • Often referred to as an “over optimisation penalty” dpom we’ll get you found
  11. 11. Example of Bad SEO • Interflora - Had a penalty for building unnatural links earlier this year using advertorials to rank for terms. This is not “natural” • Didn’t show in Google for many terms including BRANDED terms for 11 days until they recovered • Newspapers that provided these advertorials had Page Rank removed dpom we’ll get you found
  12. 12. dpom Traffic Feb 2013 we’ll get you found
  13. 13. Got a penalty?
  14. 14. Two Types of Penalty • Manual - a member of the Google Webspam team has manually penalised your website (Either the full website or links that affect parts of your website) • Algorithmic - E.G. Your site is losting traffic because Google's Algorithm no longer rates your website as highly as it once did
  15. 15. What is “Good” SEO? • Make a website for users and not search engines (This includes writing for humans!) • Don’t try and manipulate Google Algorithms Follow the Webmaster Guidelines and don’t risk a penalty dpom we’ll get you found
  16. 16. What’s the Answer?
  17. 17. Content Driven SEO dpom we’ll get you found
  18. 18. How does this help? • Content gives search engines more information and more terms to rank you for dpom we’ll get you found
  19. 19. How do I create content to rank for 100’s and 1000’s of search terms ?
  20. 20. What is Content Driven SEO? • Creating relevant & unique content on your website: • Blogging • Videos • Good Product / Category Listings • In depth relevant page content • What else?
  21. 21. What do I blog about? • Tell a story - how you achieved something in business that someone else might find interesting to read • Establish yourself as an authority • Give opinions • Top 10 lists • Get staff to blog dpom we’ll get you found
  22. 22. Google Authorship dpom we’ll get you found
  23. 23. Google Authorship • • • • • • • dpom Links your content to you as an author Links to your G+ Profile Makes it easier for people to find your content Establishes “ownership” of your content Makes search listing more “clickable” Establishes you as an authority Google actively persuing new updates to reward authoritive authors of content (Confirmed by Google) we’ll get you found
  24. 24. Social Media • Help your content get discovered • Share it on Social Media - not just once! • Engage with influencers on Social Media - more likely to share your content if you have a relationship • Make it easy for visitors to share your content: add share buttons to your website dpom we’ll get you found
  25. 25. Even better... • If you’re content is great, people will love it and talk about it Social Media and may even link to it from their blogs and website = BINGO! A natural link = better rankings (eventually!) dpom we’ll get you found
  26. 26. Google Says... The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. https://support.google.com/webmasters/answer/66356?hl=en dpom we’ll get you found
  27. 27. Content Research
  28. 28. Keywords • Keywords (or keyphrases) are phrases a user enters into search. • Google will display the best and most relevant websites for any given term. • To rank, we need to consider what keywords visitors may use - but base this on fact and not opinions. • Google’s crawler reads our webpages to understand what they are about. dpom we’ll get you found
  29. 29. Main Keywords are not main keywords. • Commonly, a website will attempt to rank for a handful of keywords - usually very broad and highly competitive keywords e.g. “Widgets” • Long Tail Keywords are more specific and tend to convert better “Buy Red Widgets for Men” • Although “head” terms have high search volume, long tail keywords drive more searches in aggregate dpom we’ll get you found
  30. 30. 40-50% of all searches in Google are Long Tail (3 words or more) dpom we’ll get you found
  31. 31. 18-20% of all searches in Google are “incredibly Long Tail” (never searched before) dpom we’ll get you found
  32. 32. 50 + 20 =70% of all searches in Google you are potentially missing out on by not thinking of long tail keywords dpom we’ll get you found
  33. 33. Real Life Example Why Longtail Keywords are Crucial
  34. 34. Case Study:Vodafone.co.uk What is their “Main” Keyword? dpom we’ll get you found
  35. 35. Mobile Phones? 0.19% of all traffic to vodafone.co.uk from the term “Mobile Phones” dpom we’ll get you found
  36. 36. Approx. 60% of traffic from branded search terms including “vodafone” dpom we’ll get you found
  37. 37. data provided by SEMRush Oct 13 The other 40% ? From the other 36,000 keywords they rank for dpom we’ll get you found
  38. 38. dpom we’ll get you found
  39. 39. Expectations
  40. 40. Expectations • Sustainable SEO is a long term marketing strategy • Incredibly good ROI • Don’t expect significant short term improvements • Don’t take shortcuts - they won’t work for long • Remember: “Traffic is Vanity, Conversions are Sanity” dpom we’ll get you found
  41. 41. Expectations Example of growth from sustainable SEO from 2010 to 2013 Sustainable SEO that conforms to guidelines should never result in a penalty dpom we’ll get you found
  42. 42. Tools dpom we’ll get you found
  43. 43. Google Webmaster Tools https://www.google.com/webmasters/tools/ • Notification of any problems Google has with your site • Notification of any penalties • Keyword and ranking data dpom we’ll get you found
  44. 44. dpom we’ll get you found
  45. 45. Google Analytics https://www.google.com/analytics • Lots of data • Will not in future show what keywords sent traffic (not provided) • INCREDIBLY useful to understand website performance dpom we’ll get you found
  46. 46. dpom we’ll get you found
  47. 47. AdWords Keyword Planner https://adwords.google.com/o/KeywordTool • Keyword research: identify new keywords • Provides suggestions of what keywords will send traffic • Search Volumes dpom we’ll get you found
  48. 48. dpom we’ll get you found
  49. 49. Google Trends https://www.google.com/trends • Discover new keywords that are gathering pace • Understand seasonality of keywords • Spot new opportunities dpom we’ll get you found
  50. 50. dpom we’ll get you found
  51. 51. dpom we’ll get you found
  52. 52. Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769? hl=en • Even if you pay an SEO, be familiar with the guidelines • It’s Googles rule book dpom we’ll get you found
  53. 53. whatsmyserp.com • Check ranking positions • don’t check ranking positions by searching - often personalised results dpom we’ll get you found
  54. 54. In short... • • • • Follow the guidelines • • Share on Social Media Create a website for people not search engines Research - use tools to drive your SEO based on fact Write unique and relevant content that people will find interesting and earn natural back links Be patient