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Doherty White Seo Quick Guide V2
 

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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    Doherty White Seo Quick Guide V2 Doherty White Seo Quick Guide V2 Presentation Transcript

    • Search Engine Optimization Quick Guide Doherty White Digital Marketing and PR Growing sales through more effective marketing
    • 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
    • What is SEO? Advertising – (Pay-per-click) Natural or ‘organic’ search results
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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)
    • 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
    • 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.
    • 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
    • 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?
    • 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
    • Resources www.pandia.com www.marketingsherpa.com www.marketingprofs.com www.b2bmarketingzone.com www.wdfm.com www.raintoday.com www.seomoz.org www.hubspot.com www.forrester.com www.dohertywhite.com
      • Here are some useful links for search engine optimization
      • There are also more free guides available from DohertyWhite
      www.webworkshop.net www.linkingmatters.com www.seobook.com Google SEO Starter Guide
    • Thank You Doherty White Email [email_address] Slides slideshare.net/dohertywhite Twitter @michaelgwhite Mobile +353 86 383 8981 www.dohertywhite.com