Seo Part 3


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Giving away our trade secrets at the Magic Circle, London - Senior Engineer Jaamit Durrani on SEO and the FreshEgg way

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  • Hi everyone, my name is Jaamit and I’m an SEO engineer at Fresh Egg I’m going to talk to you about Search Engine Optimisation in the Recession and how you can start to become an Authority in the eyes of Google
  • The recession is forcing more and more businesses are turning to internet marketing in general, and Search / SEO in particular Search Marketing is one of the few growth areas in marketing and advertising – SEO – 32% y/o/y growth in the UK (econsultancy)
  • Why? Its TARGETED to people who want it – you’re only targeting people who have already said what they’re looking for – very diff to ‘broad brush’ marketing Its MEASURABLE unlike any other channel And SEO give you GREAT ROI...
  • So what exactly is the ROI you can get from SEO? Well I did some calculations for a couple of our Fresh Egg clients...
  • The first is SelectSpecs, an ecommerce site selling glasses online Over a period of 7 months we’ve achieved A #2 position for the word “glasses” in Google A 233% increase in visitors to their site coming purely from organic search A Return on Investment of over 1,500% And an average Cost Per Click of 9p
  • The second example in Nationwide Vehicle Contracts, a car and van leasing website. Over the last two years our SEO campaign has achieved: #1 positions in Google for the terms “car leasing” and “van leasing” A 437% increase in visits from Organic Search A Return on Investment of 2,900% - so for every £1 they spent on SEO, they’ve received an additional £29 in business And an average cost of just 5p per click for all this extra search traffic
  • So how do you achieve that? Well to be honest if I tried to go through it all with you it would take hours
  • … I’d probably put you all to sleep…
  • … and most importantly we’d miss out on our delicious gourmet lunches that Red Anywhere are preparing for us.
  • So instead I’m going to give boil it down to basics, and then look at one specific part of SEO that you can hopefully take away from this and actually do for yourself to improve your search rankings. Lets look at Google’s Algorithm, the formula it uses to determine search rankings. There’s over 200 factors in Google’s algorithm but you can simplify it down to 2 main parts: relevance and importance Relevance is all about matching what you type into the search box with pages on the web. If I type in “washing machine” Google finds me the pages which most relevant to that term. Then comes the Importance, which is where PageRank comes from. So how does Google determine importance?
  • Google uses the idea that links between sites are like votes – when you link to a site you’re saying to your readers, I like this site, check it out – it’s an editorial vote. So the more links your site has, the stronger it’s importance will be and the higher it will rank
  • But it’s not just the quantity of links google looks at to measure its importance – it’s their combined authority Links are just like votes in the real world – votes from influential people are more valuable Google Brand update - authority becoming more important in the algorithm So how do you go about getting not just links but links with authority?
  • The linkerati – made up word by Rand Fishkin of seomoz linkerati : the section of your audience who have the power and willingness to link to your site. Compare no of links created per month – graph Examples of linkerati: bloggers, forum posters, online journalists, social media addicts Every niche or industry contains a section of linkerati.
  • The question is “how do you get links from the linkerati” – well I could just say “give them something worth linking to” – true but its not v useful I want to share one way with you because its also about changing your mindset – giving away value for free Traditional mindset: our expertise is our USP, we don’t want to give it away. New mindset: nobody cares about your USP It’s simple… give useful things away for free, and people will link to you. Be stingy with your knowledge, and they wont even notice you let alone link to you
  • Aim to put together a list of 10 linkerati sites related to your business where you could get links if you had the right content. How do you judge whether it’s an authority? Look at (a) how active it is (b) do they have a lot of readers coming and leaving comments and discussing (c) look at the PageRank of their homepage
  • The next step is don’t rush. Take your list of 10 blogs and linkerati sites and read them, absorb as much as you can from them and most importantly, understand WHY they link when they do. Comment on their blog posts. This step is crucial because it gets you in the minds of your targets.
  • Now you’re ready for day 3- create one piece of valuable content on your site to give away for free Examples: How to / Beginners Guide: Small Business accountant – the small business guide to filling out your tax returns Moneysaving tip: A furniture site giving tips on how to repair and recycle old furniture instead of having to buy it new Resource: An independent coffee shop that provides free wi-fi – produce a full list of everywhere in your town where people can get wifi and put them in a table, plug into a Google map If you’re willing to dedicate real time and energy into this process, you are making your site more attractive to the linkerati and you’re likely to start picking up those authority links. And when that happens, I guarantee you’ll start seeing positive benefits to your search rankings.
  • Well I hope you’ve found this presentation useful and you’ve got some idea about how to go about getting those authority links. I want to add that this stuff is not “basic” SEO – we at Freshegg have got some brilliant results without necessarily going down this route. But the more businesses wake up to SEO, the more saturated and competitive Google is going to get for those big terms So you will need to think about getting these kinds of links if you want to dominate in the future – if you can get in there now you will be well on your way to getting great rankings, traffic and conversions.
  • Seo Part 3

    1. 1. SEO in the Recession Becoming a Google Authority Presenter: Jaamit Durrani
    2. 2. The Recession Image: wmliu
    3. 3. Why Search Engines? 1. It’s Targeted. 2. It’s Measurable. 3. It’s got Great ROI.
    4. 4. SEO ROI
    5. 5. SEO ROI: SelectSpecs <ul><li>Jan – Jul 2009 </li></ul><ul><li>(7 months): </li></ul><ul><li>#2 for “glasses” in Google UK </li></ul><ul><li>233% increase in organic search visitors </li></ul><ul><li>1,551% Return on Investment </li></ul><ul><li>£0.09 Cost Per Click </li></ul>
    6. 6. SEO ROI: Nationwide <ul><li>Aug 2007 – Aug 2009 </li></ul><ul><li>(2 years): </li></ul><ul><li>#1 for “car leasing”, “van leasing” in Google </li></ul><ul><li>437% increase in organic search visitors </li></ul><ul><li>2,903% Return on Investment </li></ul><ul><li>£0.05 Cost Per Click </li></ul>
    7. 7. Woah…how do you do that?
    8. 8. What Is SEO? Image: Nick Wilkes
    9. 9. What Is SEO?
    10. 10. The Google Algorithm 1. Relevance 2. Importance - query dependent - query independent Image: Si1very
    11. 11. Links are Votes =
    12. 12. It’s Authority that Counts
    13. 13. The Linkerati <ul><li>linkerati : the section of your audience who have the power and willingness to link to your site. </li></ul><ul><li>Every niche contains a section of linkerati. </li></ul><ul><li>Find out who they are </li></ul><ul><li>Learn why they link </li></ul><ul><li>Give them what they want </li></ul>Image: seomoz
    14. 14. The Power of Being Generous It’s simple . Give useful things away for free , and people will link to you. Be stingy with your knowledge, and they won’t link. Image: sparktography
    15. 15. Do It Yourself: 3 Steps My Three Day Plan to Get Authority Links ! Day 1. Find your linkerati. <ul><li>Blog search </li></ul><ul><li>Analyse your competitors’ links </li></ul><ul><li>Google it! </li></ul>
    16. 16. Do It Yourself: 3 Steps Day 2: Read, listen, understand
    17. 17. Do It Yourself: 3 Steps Day 3. Create one piece of valuable content to give them for FREE <ul><li>How to / Beginners Guide to... [something unique!] </li></ul><ul><li>Moneysaving tip / Do It Yourself guide </li></ul><ul><li>Collate information into a valuable resource </li></ul>
    18. 18. Thanks for listening!