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seo-presentation1 Presentation Transcript

  • 1. Everything you need to know about running successful SEO Campaign 3rd October 2008 Presenters: Lee Colbran Tony Goldstone Ammon Johns Adam Stafford
  • 2. The Importance of Search Engines SEO Workshop Presenter: Lee Colbran
  • 3. The Importance of Search Engines
    • The Importance of Search Engines
  • 4. The Importance of Search Engines
    • The Bottom Line
    •   - Increase business
    •   - Keep you ahead of competitors
    •   - Can you make the #1 brand in your sector
    •   - SEO works for both B2B and B2C businesses
    •   - 92% of B2B buyers research online with search their first stop
    •   - Excellent R eturn O n I nvestment (ROI)
  • 5. The Importance of Search Engines
    • Search Engine Facts
    •   - Second most performed activity of all Internet users right behind using e-mail
    •   - Large ecommerce sites gain up to 85% of all their visitors from search referrals 
    •   - More than 80 percent of web users find the sites they’re looking for by using a search engine
    •  
    •   - 57% of Web users search the Internet 
    •   - Only 7% of searchers will go beyond the third page of listings
  • 6. The Importance of Search Engines
    • A Search Engine…
    •  
    • - Puts the users in control
    •  
    •   - Gives Information when you want it
    •  
    •   - Offers quality results based on our search criteria
    •  
    •   - Gives us acceptable advertising when we want it
    •   - Will supply traffic 24/7, 365 days a year
  • 7. What can SEO do for you? SEO Workshop Presenter: Lee Colbran
  • 8. What can SEO do for you? - Lee
    • The Benefits of SEO
    •   - Brand awareness
    • - PR
    •   - New business
    •   - Qualified leads
    •  
    •   - Diversity of custom 
  • 9. What can SEO do for you? - Lee
    • Why do some SEO campaigns seem to work better?
    •   - Site architecture and build
    •  
    •   - Age of site
    •   - Hands mucky pays dividends
    •   - Regular client/SEO meetings
    •  
    • Remember an SEO team cannot do it all alone, an SEO campaign is a two-way partnership
  • 10. What can SEO do for you? - Lee
    • SEO Case Study Nationwide Vehicle Contracts
    • NVC Business has grown up to by 200% with an effective SEO campaign
  • 11. What can SEO do for you? - Lee
    • SEO Case Study Nationwide Vehicle Contracts
    •   - Before Fresh Egg SEO Campaign - 5 Staff
    •   - Following SEO Campaign - 20 Staff
    •   - Site has received up to 200 enquiries a day!
    •  
    •   - Oct 23 - Dec 31 2006 - 1,240 visits per day
    • - Jul 01 - Sep 9 2008 - 3,889 visits per day
  • 12. What can SEO do for you? - Lee
    • SEO the true benefits
    •  
    •   - Some SEO clients pay as little as 0.03p per visit
    •   - Can deliver thousands of KeyPhrase referrals
    •   - If you are number #1 in a search engine, people perceive you as a number 1 company
    •  
    •   - Reduce Adwords spend
    •   - Increase brand awareness
  • 13. What can SEO do for you? - Lee
    • SEO can save you money
    •   A few sites that have been able to curtail Google Adwords
    • An established SEO campaign can reduce your reliance on Google Adwords - But, don't expect too much too soon.
    Zoo Jewellery Wineware Powadrive
  • 14. The understanding of Algorithms SEO Workshop Presenter: Ammon Johns
  • 15. Understanding Algorithms - Ammon
    • What is an algorithm anyway?
    • Why are algorithms used?
    • Who makes these ‘rules’ up?
    • Who knows the algorithm?
    • Why do different search engines have different algorithms?
    • How do we match the algorithm?
  • 16. Understanding Algorithms - Ammon
    • What is an algorithm anyway?
    • A simple set of instructions
    • Able to be followed by an automaton
    • Like a recipe for doing something
  • 17. Understanding Algorithms - Ammon
    • Why are algorithms used?
    • Practical
    • Scalable
    • Standardised measurement
    • As complex as needed
  • 18. Understanding Algorithms - Ammon
    • Who makes these ‘rules’ up?
    • Scientists start with ‘good’ pages
    • They identify measurable characteristics
    • They create an algorithm to find pages that match those characteristics
    • Run it, and evaluate results
    • The results decide
  • 19. Understanding Algorithms - Ammon
    • Who knows the algorithm?
    • Trick question
    • Too complex and specific to be memorised
    • Hundreds of scientists constantly working
    • Different departments work on different aspects and ‘layers’
  • 20. Understanding Algorithms - Ammon
    • Why do different search engines have different algorithms?
    • Each chef has his own recipe
    • Each engine’s head scientists have their own ‘tastes’.
    • Search engines typically patent their research, methods, and algorithms.
  • 21. Understanding Algorithms - Ammon
    • How do we match the algorithm?
    • Long experience, and always noting new trends.
    • The best way to match the algorithm is to get ahead of it.
    • Make your site the one that all those boffins want to be the top-ranked one – the best .
  • 22. Keywords Application in SEO SEO Workshop Presenter: Tony Goldstone
  • 23. Keywords - Tony
    • Keywords are used:
    • Onsite
      • Domain Names
      • URLs
      • Meta Data
      • Headings
      • Copy
      • Anchor text
      • ALT Attributes 
    • Offsite
      • Search Queries
      • Anchor text in backlinks
      • Offsite copy (descriptions, blogs etc.)
  • 24. Keywords - Tony
    • Keyword Themes:
    • Groups of related and often overlapping terms that pertain to a relevant landing page of a site.
    • A landing page, sometimes called a lead capture page, is the page that visitors will reach when they click through from the search engine results or a relevant PPC advertisement.
  • 25. Keywords - Tony
    • Keyword Fluffing:
    • Process of taking keywords and phrases and expanding these into more targeted phrases with the addition of more words:
    • E.g. If you are selling 'green widgets' you might 'fluff' this phrase to become:
      • Cheap green widgets
      • Cheapest green widgets
      • Buy green widgets
      • Green widgets for sale
      • Green widget prices
  • 26. Keywords - Tony
    • The Long Tail:
  • 27. Keywords - Tony
    • Keyword Tools:
    • Lots of excellent & free tools to help with Keyword Research:
    • Google Adwords Keyword Tool
    • Digital Point Keyword Tool
    • SEO Book Keyword List Generator
    • In addition you can easily find tools that will help you to fluff your keywords, develop your themes, analyse your copy and the all important elements in your web page 
  • 28. Keywords - Tony
    • Keyword Density, Prominence & Proximity:
    • Density - The percentage of keywords used in relation to the total number of words in a page
    • Prominence - The context in which keywords are used
    • Proximity - The relative positions of keywords and words in keyphrases
  • 29. Keywords Group Exercise SEO Workshop Presenter: Tony Goldstone
  • 30. Group Exercise
    • Keyword Exercise:
    • Group #1 - Site Owners: Brainstorming keywords and phrases that are relevant to an online business
    • Group #2 - Searchers: Defining search queries that you would use when seeking specific products or information
  • 31. Understanding Site Structure From An SEO Perspective SEO Workshop Presenter: Tony Goldstone
  • 32. Understanding Site Structure - Tony
    • Site Structure Breakdown for SEO:
      • Domains - Top level domain names
      • Sections - Organisational compartments
      • Categories - Sub-sections 
      • Pages - Individual web documents
      • Media - Downloadable documents, images, movies, MP3s
  • 33. Understanding Site Structure - Tony
    • How it Looks:
    • Sections
    • Categories
  • 34. Understanding Site Structure - Tony
    • Pages:
    • All Pages Should:
      • Be compliant with web standards - W3C.org  
      • Conform with Web Content Accessibility Guidelines - WCAG
      • Use minimal markup
      • Reference code from external files 
      • Present high quality relevant content
  • 35. Understanding Site Structure - Tony
    • Your Site:
      • Does your site present a consistent site-wide navigation system?
      • Does your site provide a useful sitemap? 
      • Do you provide relevant and useful cross-linking between pages?
      • Do your links use appropriate keywords as link text? 
  • 36. How Important is Meta Data Meta Data is ‘data about data’ SEO Workshop Presenter: Lee Colbran
  • 37. How Important is Meta Data - Lee
    • Some Basic Questions
    • What are Titles and Descriptions?
    •  
    • Who sees it?
    •  
    • How can you see it?
    • Can you overuse Meta Data?
    • Who should write Titles and Descriptions?
    • Keywords - Yes/No?
  • 38. How Important is Meta Data - Lee
    • Forget Meta Keywords
  • 39. How Important is Meta Data - Lee
    • A tag that counts - the <TITLE> tag
  • 40. How Important is Meta Data - Lee
    • Source code view of page Meta Data
  • 41. How Important is Meta Data - Lee
    • Titles and Descriptions in Serps
  • 42. How Important is Meta Data - Lee
    • Do's and dont's of successful Meta Data
    •   - Never use the robots tag in your Meta
    •   - Keep Title character count to 50 - 60 characters
    •   - Keep Description content to 150 characters per section
    •   - Keep Meta Data tagging to a minimum
    •   - Appraise Meta content; if it does not make sense to you, why would it for potential visitors
  • 43. The Significance of Good Information The Importance of Site Content SEO Workshop Presenter: Tony Goldstone
  • 44. Significance of Good Information
    • What is Good Content?
      • Around 80% of web queries are for information
      • Around 10% are navigational
      • Around 10% are transactional or commercial
    •  
    • Since information is clearly what most searchers are looking for what should you provide?  
  • 45. Significance of Good Information
    • Content Quality
    • “ Our Products
    • We are confident that our extensive range of products provides you, our valued customer, with the best choice available. By offering a wide range of products we are confident that we have the right solution for you. Our aim is to ensure complete customer satisfaction by using our knowledge and expertise to provide the best products to meet your needs. ”
    •  
    • What's wrong with this block of text?
  • 46. Significance of Good Information
    • Content Needs to be:
      • Relevant
      • Specific
      • Descriptive
      • Helpful
      • Engaging
      • Structured
    •  
    • What sort of information might be valuable to a searcher regarding any product or service?
  • 47. Significance of Good Information
    • Content Guidelines
    • Page Headings:
      • Short
      • Descriptive
      • Accurate
      • Positive
    •  
    • Content Text:
      • Small chunks, short paragraphs
      • Simple, easily understood language
      • Readable (plenty of space)
      • Use lists
      • Provide Summaries  
  • 48. Significance of Good Information
    • Content is for Visitors
    • We've been focussing upon search engines but it should be remembered that the primary audience for your web content is your site visitors:
    • Good information should always:
      • Be easy to use and understand
      • Be helpful users to make informed choices
      • Use plain and consistent language
      • Be appropriate to the needs of visitors
  • 49. Lunch RED Anywhere Catering SEO Workshop
  • 50. Mastering Domains SEO Workshop Presenter: Ammon Johns
  • 51. Mastering Domains - Ammon
    • What makes a great domain name?
    • Keywords or Brand for domain name?
    • How do we use our 200 domains?
    • Multi-domain Strategies
  • 52. Mastering Domains - Ammon
    • What makes a great domain name?
    • Easy to remember
    • Easy to type
    • Easily understood spoken aloud
    • Keywords can help
  • 53. Mastering Domains - Ammon
    • Keywords or Brand for domain name?
    • Search.com or Google.com?
    • Books.com or Amazon.com?
    • Auction.com or eBay.com?
    • Microsoft.com, Yahoo.com
    • Dell.com, Apple.com
  • 54. Mastering Domains - Ammon
    • How do we use our 200 domains?
    • Sell them to someone else who thinks they are valuable as is.
    • Use them to create sites to target other demographics and dominate the market.
    • Retain them just to prevent competitors from registering them.
  • 55. Mastering Domains - Ammon
    • Multi-domain Strategies
    • Sub-domains may be the better option – mail.google.com, siteexplorer.yahoo.com
    • Use new domains only for preventing brand dilution or confusion.
    • Create different sites for different markets
  • 56. Why are links valuable? SEO Workshop Presenter: Lee Colbran
  • 57. Why are Links Valuable? - Lee
    • Types of links
    •   - Internal
    •   - Directory Listings
    •  
    •   - Reciprocal links - Link Exchange
    •   - Article Submissions 
    •   - Paid Links and Sponsorship
    •   - Natural citation (Authority)
    •   - Blogs
    •   - Link bait - Viral Link-building
  • 58. Why are Links Valuable? - Lee
    • How to generate links?
    •  
    •   - Product reviews
    •   - Interviews over email
    •   - Competitions
    •   - Great pricing
    •   - Great service
    •   - Incentives 
    •   - Usable, useful gadgets
    •   - Business relationships
    •   - Blogs 
    •  
    • Most importantly, don't forget Great content
  • 59. Why are Links Valuable? - Lee
    • What is Linkbait?
    •  
    •   - Creating unique, interesting, and/or controversial content (any media form) that other people will link to.
    •  
    • For example:
    •  
    • Dial a Phone's 'More germs on a mobile phone than a toilet seat' created a wealth of backlinks.
    •   - Use polls, quirky stories, video footage, gadgets, factual and authority information
  • 60. Why are Links Valuable? - Lee
    • Anchor Text
    •  
    •     - An on-topic KeyPhrase within a link is the strongest form of citation
    •  
    •   - Use KeyPhrases within links whenever possible 
    • For example:
    • Use this company for wine racks as they are truly great.
    •  
    • Free delivery on wine accessories at Wineware.co.uk  
  • 61. Why are Links Valuable? - Lee
    • What do we mean by 'nofollow'?
    •  
    • 'nofollow' prevents power being awarded from a link  
    •   - Many authority sources use 'nofollow' as a way of discouraging link spam
  • 62. Why are Links Valuable? - Lee
    • Linking Tips
    •  
    •   - Look to gain links from on-topic sources
    •  
    •   - Try and place your target KeyPhrase within the link text
    •  
    •   - Try to gain links where there is exclusivity
    •  
    •   - Create relationships with other sites and swap articles 
    •  
    •   - If your site is not gaining links naturally, appraise your content 
  • 63. The Shopping Process SEO Workshop Presenter: Ammon Johns
  • 64. Converting Visitors SEO Workshop Presenter: Lee Colbran Ammon Johns
  • 65. Converting Visitors
    • So what is conversion?
    • There are as many different forms of conversions as there are different visitor actions that have value.
    • To list a few:
      • Visiting your site from a relevant search
      • Going beyond landing page
      • Downloading additional product details or sales material
      • Registering for anything
      • Making an enquiry
      • Purchase
      • Referring new business
      • Contribution (reviews, blog comments etc)
  • 66. Converting Visitors
    • What’s happening with your conversion funnel?
  • 67. Converting Visitors
    • Google Analytics is Your Friend
  • 68. Converting Visitors
    • What can you do to increase your online conversion?
    • A selection of ideas to increase conversion include: 
    •  
    •   - Look at weak areas such as exit points and bounce rates, if they are high work out what you can do to reduce the bounce.
    •   - Clearer call to action throughout site
    •  
    •   - Offer incentives such as periodic free delivery - Additional media showcasing of product
    •  
    • - Downloadable/emailable sales support material (especially B2B)
  • 69. Converting Visitors
    • Get your site working for you:
    •   - Set goals 
    •  
    •   - Analyse results 
    •  
    •   - Appraise areas of weakness
    •  
    •   - Commit A/B testing
    •  
    •   - Analyse test data
    •  
    •   - Deploy live changes