SEO is easy when YOU know how

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  • 1. SEO
isnt
that
difficult
when
YOU
 know
how
 By @georgeioannou Head of Agency
  • 2. Introduction•  Don’t believe anyone that says SEO is difficult and you can’t do it•  There is no silver bullet or quick wins•  It’s a discipline, you have to prepare and train for it.•  Search engine optimisation is a pretty large subject•  Like anything there are different opinions on execution•  Hopefully each of you will find a couple of take-aways to put into practice.
  • 3. SEO•  If
you
talk
to
people
about
SEO,
some
have
this
a8tude
that
it’s
a
secret
dark
art…This
is
so
far
 away
from
the
truth!
•  Google
likes
happy
users
and
wants
to
give
their
users
the
best
matching
relevant
content
to
 their
search
•  If
you
have
honest,
relevant,
fresh
and
unique
content
you
will
rank
•  In
addiEon
to
you
wanEng
to
get
higher
rankings
and
compeEtors
being
placed
higher
that
 yourself,
it
maybe
the
case
that
you
need
to
look
at
SEO
if
you
have
other
sites
with
negaEve
 comment/content
about
your
brand
which
rank
higher.
You
would
deal
with
these
in
the
same
 way
in
terms
of
opEmisaEon
and
try
to
rank
higher
on
a
number
of
pages
for
the
keywords
 they
appear
on
so
that
you
push
them
down
the
ranking
and
hopefully
onto
page
two
and
 beyond.

  • 4. We
are
going
to
cover:
•  5
Key
components
to
successful
opEmisaEon
•  Workflow
for
SEO
•  Useful
tools
and
links
to
use
•  QuesEons

  • 5. Interes=ngly
enough…
52% of companies carry out SEO entirely inhouse, while 17%use an agency exclusively.29% report they use both an agency and in-house resources forSEO.


Source:


  • 6. Interes=ngly
enough…
Just over a third of companies (35%) are spending £5,000 orless on SEO per yearSome 65% are spending more than £5,000 on SEO each year14% of companies are spending more than £100,000 on SEOannually, and this includes3% who are spending more than £1 million on SEO annually.
Source:



  • 7. Interes=ngly
enough…
To track ROI from SEO:Over two-thirds of respondents (68%) are using clicks / visitorsOver half (53%) use positionUnder half (42%) are using the number of salesJust under a third (30%) use the value of sales.Source:



  • 8. The SEO marketplace is estimated to be worth£436.4m in 2010, up 26% from £376m in 2009
  • 9. 5 KEY COMPONENTS TOSUCCESSFUL OPTIMISATION
  • 10. 5 Key components to successfuloptimisation1.  Do
Keyword
Research
2.  Fine
Tune
your
Site
and
Sitemap
3.  Create
a
Blog
4.  Add
Unique
Content
5.  Build
Backlinks

  • 11. Keyword
Research

  • 12. Keyword Research•  The most important element, does take some time, knowledge and understanding but that’s not to say it can’t easily be learnt.•  These are the phrases and keywords you wish to target and rank for in order to drive traffic•  Differentiate between which phrases/keywords are: •  Money makers and which are for Vanity •  Money makers are those which are relevant to your business, which are typically long tail •  Long tail search is a longer more descriptive phrase. •  Vanity ones can be words which have a high traffic but don’t give you an ROI. •  It’s the difference between long terms strategy and easy pickings which bring money in.•  For example: We could optimise for “Wine” which is high volume, but hard work or we could go for ”White wine” which is more relevant. Even better would be to also optimise for “Old Vines Chenin Blanc 2010”, there’s obviously less traffic but users on the hand know exactly what they want, so we would say these are more likely to convert phrase.•  We tend to keep these in a spreadsheet or CSV format as most tools allow you to upload easily.
  • 13. Keyword
Tools
 Google
Adwords
 SEOmoz

  • 14. Fine
Tune
your
Site
and
Sitemap

  • 15. Fine Tune your Site and Sitemap•  The
first
stage
of
natural
ranking
is
to
make
sure
the
site
is
doing
all
you
can
in
terms
of
 it’s
setup
and
configuraEon.
•  Key
elements
to
look
at
are:
Meta
data
such
as
Meta
Titles,
Meta
DescripEon,
alt
tags
and
 image
Etles
•  Google
makes
us
of
This
is
semanEcs
search
and
wants
to
know
which
pieces
of
 informaEon
are
important
to
you,
and
therefore
will
determine
this
by
looking
at
Htags
 H1,
H2,H3
also
bold,
underlined
and
so
on.
•  And
the
locaEon
of
copy
within
the
html
is
becoming
important,
trying
to
achieve
page
 consistency,
page
load
speed
and
just
good
pracEce
coding.
•  URL’s
or
website
addresses
should
be
clean
and
free
from
strings
and
parameters
where
 possible,
which
are
characters
like
“?”
And
“=“
URL
rewriters
should
be
used
in
this
case.
 Urls
should
also
have
keywords
within
them
as
part
of
the
structure.

  • 16. Onsite
Checking
Tools
 SEO
For
Firefox
 Google
Pagespeed

  • 17. Create
a
Blog

  • 18. Create a blog•  Preferably
on
your
Site
Domain,
which
will
increase
number
of
pages
and
give
your
own
domain
the
 relevance.
•  Creating a blog on your domain allows: –  You to talk more about the products or service than you can on key pages of your site. –  Ensures you write fresh, unique relevant content. –  Gives you an opportunity to write about your industry topic or product. –  For example let’s take wine again: There’s only so much you can write on an ecommerce site regarding wine and it’s producers. –  But on a blogs: -  Recipes, food and Wine matching -  About the producers / interviews -  Imagery of the vineyards -  Wine tasting tips -  Events•  All thee give you a competitive advantage and gives you opportunities to talk about your products and have relevant phrases in your content.•  Blog posts are more likely to be linked to which is an important part of SEO, which we’ll talk about later.
  • 19. Blogging
plaHorms
 Wordpress
 Blogger

  • 20. Adding unique content
  • 21. Adding unique content•  Unique
content
is
vital
to
a
search
opEmisaEon
strategy.
Content
 can
be
copy,
imagery,
video
and
so
on.
•  If
you
use
pre‐posted
content
form
another
source,
no
credit
is
 given
to
your
own
site,
so
there’s
no
SEO
value
•  The
value
is
given
to
the
site
page
which
first
indexes
that
content.
•  Unique
content
is
also
your
chance
to
put
your
own
stamp
on
 things.
Showing
your
creaEvity,
experEse
and
if
the
content
is
 helpful
or
relevant
to
that
person
you
potenEally
secure
future
 visits
also.
•  If
you
don’t
have
Eme
to
create
content
yourselves,
then
it’s
worth
 creaEng
a
network
of
freelancers.

  • 22. Checking
for
Unique
Content

 Copyscape
 Plagium

  • 23. Building Backlinks
  • 24. Building Backlinks•  Back
link
are
another
key
and
important
component
to
SEO
•  Back
links
are
when
an
external
site
other
than
yours
links
to
your
page.
•  Every
backlink
poinEng
to
your
website
is
equivalent
to
a
vote
FOR
you,
and
the
 more
votes
you
have
‐
the
more
exposure
you
will
receive
from
the
major
search
 engines
•  Part
of
the
Google
algorithm
gives
each
page
a
Score,
which
is
assembled
with
a
 mixture
of
factors,
this
is
called
PageRank
find
it’s
a
numeric
score
ranging
from
 1‐10
•  You
might
have
heard
of
a
Penguin
update,
this
isn’t
a
refresh
at
London
Zoo
it’s
 the
latest
update
from
Google,
they
have
given
less
significance
to
just
placing
 directory
backlinks
and
so
now
only
quality
links
and
relevance
is
being
given
a
 heavier
weighEng.
So
it’s
beier
to
have
100
good
quality
links
than
1000
bought
 generic
links.

•  Some
tradiEonal
link
building
exercises
include
other
blogs,
news
and
syndicaEon
 sites,
directories
and
social
plajorms
and
bookmarking,
adverts,
business
links,
 and
reviews.

  • 25. Backlink
Helpers
 Link
Diagnosis
 Linkdex

  • 26. Monitoring and Reporting
  • 27. Monitoring and Reporting•  When you are optimising for search is vital that you record the benchmark keyword stats.•  That’s the only way you’ll know how your activity is performing•  As well as just reporting on rankings you should monitor: –  Visits via non paid search results –  Number of keywords found for (Brand & Non-Brand terms) –  Number of entry pages –  Revenue by keyword
  • 28. Monitoring
and
Repor=ng
 Google
AnalyEcs
 AnalyEcs
SEO

  • 29. Workflow for SEO Keyword
 Research
 Monitor
and
 Onsite
 Report
 OpEmisaEon
 SEO
 Content
 Create
 SyndicaEon
 Content

  • 30. Some useful links to note•  http://www.google.com/webmasters/tools•  http://www.google.com/analytics•  http://www.ignitionone.com•  http://www.webceo.com•  http://www.linkdex.com•  http://www.analyticsseo.com•  http://www.seomoz.org•  http://www.linkdiagnosis.com•  http://www.peopleperhour.com•  http://www.copyscape.com
  • 31. Summary
  • 32. Summary•  Now
that
SEO
has
been
handed
on
a
plate…
•  It’s
about
in
insource
or
outsource
and
each
of
 you
will
have
a
different
target,
budget
and
 preferred
method
of
working.
 
•  If
I
can
be
of
help
please
get
in
touch.


  • 33. Thank you!Feel free to follow me on twitter:@georgeioannouOr email me:george@digitalandwise.com
  • 34. We Are Digital & WiseFollow us at:@digitalandwiseOr email us at:info@digitalandwise.com