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Doherty White Seo Quick Guide V2


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An introduction to Search Engine Optimization for managers. The presentation desribes a step-by-step approach and provides a list of useful resources.

An introduction to Search Engine Optimization for managers. The presentation desribes a step-by-step approach and provides a list of useful resources.

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  • 1. Search Engine Optimization Quick Guide Doherty White Digital Marketing and PR Growing sales through more effective marketing
  • 2. Contents
    • What is SEO?
    • The main elements of SEO
    • A step-by-step approach
      • Choose your keywords
      • Revise your site design
      • Index your site
      • Optimize each page
      • Check internal links
      • Encourage external links
      • Analyze your performance
    • Continue the improvement process
    • Useful resources
  • 3. What is SEO? Advertising – (Pay-per-click) Natural or ‘organic’ search results
  • 4. What is SEO?
    • Most people start their search for a product or service on the Web using a search engine like Google
    • You want to ensure that someone searching for your kind of product or service will find you
    Source: MarketingSherpa
  • 5. What is SEO?
    • You can pay to appear using Pay-per-click (PPC) ads
    • You can also appear for free because you naturally come out near the top in the search results – the ‘organic’ or natural results
    • Search Engine Optimization ( SEO ) is the process and tools you use to rank higher in the free or ‘organic’ search results, with the aim of getting near the top of the 1 st page
    • Getting the basics right can drive double-digit traffic growth
  • 6. The main elements of SEO
    • Google and other search engines use two main factors to decide how high a page appears on search results:
      • Content - how relevant is the content of the page to the search term
      • Link Popularity – how many other sites link to this page
  • 7. The main elements of SEO
    • So SEO focuses on
      • Optimizing your web content (web-pages, documents, text, images) to ensure it’s relevant to your target audiences and can be seen by search engines
      • Encouraging other sites to link to you by providing great information they find useful
  • 8. On page Off page
    • On Page – the content you write/put on your web-site plus how you structure your site
    • Off Page – links from other people/sites to you
    WWW WWW WWW WWW WWW The main elements of SEO
    • Two sets of ‘things to do’ for SEO
  • 9. A step-by-step approach
    • Choose what terms you want to be found for – keywords
    • Review the structure of your web-site
    • Get your site indexed
    • Optimize each page on your site for particular keywords
    • Check internal links
    • Encourage external links
    • Analyse your performance
  • 10. Step 1. Choose keywords
    • Which words and phrases do people use when looking for you, your products, your services?
    • Looking for keywords that are (a) relevant and (b) popular search terms
    • But want to avoid words that everyone is competing for – try to find phrases that you can come out on top for
    • To start, brainstorm all the words and phrases you can think of
    • Check your web-server log files to see what visitors search for
  • 11. Step 1. Choose keywords
    • Next, ask your customers what they would search for if looking for you and your kind of product/service
    • Check how popular these terms are using Google Insights
    • Then, look at the keywords your competitors focus on
    • Use keyword tools – Google Keywords , Wordtracker
  • 12. Step 2. Revise site design
    • Some fundamentals for good SEO site design
    • Check out Google SEO Starter Guide for tips
    • Simple, flat structure, easy to find content, good internal linkage to relevant content from home page
    • Good naming of URLs i.e. intelligible to humans, not too long or complex, avoid non-alphabetic characters
    • Simple navigation: make content easy to find
    • Good usability: don’t be heavy handed in use of graphics, tag any graphics you use, name all buttons and boxes in plain language
  • 13. Step 2. Revise site design
    • Aim for each page on your site to target one keyword phrase – try not to have 2 pages optimized for the same topic as they’ll compete for ranking
    • Review your site structure accord to these principles, moving, adding or deleting pages as necessary
    • Use 301 redirects when you move pages around or delete them – you want to avoid missing links
  • 14. Step 3. Index your site
    • Create an html sitemap (lower-case s)
    • This is just a page with text links so human visitors to your site can easily see the navigation
    • Create an xml Sitemap (upper-case S) to submit to search engines
    • Google’s webmaster Help Center provides a guide to Sitemap files
    • They also provide a Sitemap generator
    • And check out Google’s page on sitemaps
    • Submit your site to the search engines e.g. using Google’s Webmaster tools
  • 15. Step 4. Optimize each page
    • Focus each page on a particular keyword phrase
    • Then review the URL, page title tag , header tags, your text, internal links, use of bold, page description text
    Page Title Header tags URL Text, internal links, bold Description text
  • 16. Step 5. Check internal links
    • Internal linkage affects page rank
    • Create a natural flow
    • Make sure your home page links through to your most important internal pages
    • Have internal cross-links where it’s appropriate
    • Avoid complex webs of navigation links e.g. every page linking to every other page
    • Use text for navigation i.e. a link that says “benefits of SEO”, rather than “click here” (known as anchor text)
    • These descriptive links should ideally use your chosen keywords
  • 17. Step 6. Seek external links
    • You want to attract links from high-authority external sites
    • Content is the primary means of obtaining links – have interesting, valuable stuff on your site people want to see
    • You can also offer links to others
    • Check out LinkingMatters for their free guide to link strategy
  • 18. Step 6. Seek external links
    • Prepare a Link Strategy and execute an Inbound Link Campaign
    • First, identify a target list of sites you’d like to link to you
      • Who links to you now
      • Who links to your competitors
      • What sites are top for the search terms related to you
      • Use tools like Check Your Link Popularity
    • To get links, provide information/content that people think is valuable and should be shared
    • What will you offer to make people want to link to you? Quality content (e.g. white papers or guides), or a useful tool (e.g. RoI calculators) or information (e.g. resource links)
  • 19. Step 6. Seek external links
    • Don’t ignore free links - you should ensure you’re listed in local business directories, linked to from partner sites, from customers, colleagues, trade associations – anywhere reputable with a web presence that will link back to you
    • Decide what outbound links you’ll have on your own site
    • Set objectives e.g. % increase in web visitor traffic
    • Contact your target sites asking for links, stating why it’s of benefit to them
  • 20. Step 6. Seek external links
    • Use Web 2.0 and social media as a way to generate links
    • Entries on your blog that connect to content on your web-site
    • Online PR – press releases that have links back to your site
    • Twitter – regular business updates linking back to your content
    • … . all of which still comes back to content
    • Think of creating a ‘content strategy’, outlining what you want to say, and your schedule for production, and how you plan to repurpose content for different media and channels e.g. break up a technical paper into chunks on your blog, summarise it in a powerpoint on Slideshare etc.
  • 21. Step 7. Analyze performance
    • You can’t manage what you can’t measure
    • Decide what is important to measure and “baseline” your performance
    • Then begin cycle of:
      • Set targets
      • Make changes to your site to achieve those targets
      • Monitor whether the changes have the desired effect
      • Repeat
    • When you’re confident in your ability to measure and analyze, start “benchmarking” yourself against competitors
  • 22. Step 7. Analyze performance
    • What should you measure?
    • Where is your website traffic coming from – direct visits to your URL, from search engines, pay-per-click, social media, referring sites?
    • What’s the split between the different sources of traffic i.e. which produces most / least visitors?
    • Which traffic generates more conversions / engagement / leads?
    • Inbound links: number, quality, age
    • What keywords were used to find your site?
    • Which pages are accessed the most/least?
    • How long does someone stay on your site?
    • What are your top entry and exit pages? Why?
  • 23. Step 7. Analyze performance
    • What action should you take based on analysis?
    • What are your goals? Increased site traffic, more B2C direct sales from your site, or more B2B lead generation?
    • E.g. if you want to generate more ‘conversions’ (e.g. a visitor registration or a direct sale), then identify which pages have the best / worst rates of conversion and compare to find out why
    • Look at which keywords are most likely to produce a conversion
    • Look at which traffic sources are producing most traffic today and think about how to augment this
  • 24. Resources
    • Here are some useful links for search engine optimization
    • There are also more free guides available from DohertyWhite Google SEO Starter Guide
  • 25. Thank You Doherty White Email [email_address] Slides Twitter @michaelgwhite Mobile +353 86 383 8981