An Introduction to SEO
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An Introduction to SEO

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An introduction to SEO by iProspect Ireland's SEO Manager, Brendan Jackson.

An introduction to SEO by iProspect Ireland's SEO Manager, Brendan Jackson.

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  • Step 1 – Brainstorm ideas which we would use to Google or phrases that appear on the websiteStep 2 – Lots of tools available to suggest same or similar words which can be merged to make new search termsStep 3 – Remove irrelevant keywords

An Introduction to SEO An Introduction to SEO Presentation Transcript

  • SEARCH ENGINE OPTIMISATION February 4th, 2013 Brendan Jackson SEO Manager at iProspectCopyright © 2013, iProspect, Inc. All rights reserved.
  • AGENDA What is SEO and why is it important? How Google works and how we can drive traffic Link building The future of SEO 10 SEO tips2
  • What is SEOand why is it important? View slide
  • WHAT IS SEO? Search Engine Optimisation (SEO) is the process of improving the visibility of a website in search engines via the “organic“ search results. Paid Organic4 Copyright © 2013, iProspect, Inc. All rights reserved. View slide
  • WHY IS SEO IMPORTANT? 30% click these 70% click these GroupM/ Nielsen, August 20125 Copyright © 2013, iProspect, Inc. All rights reserved.
  • ORGANIC CLICK-THROUGH RATES 40% 62% of searchers go no 35% further than page 1 30% 25% 90% 20% of searchers go no 15% further than page 3 10% 5% 0% Position #1 Position #2 Position #3 Position #4 Position #5 Position #6 Position #7 Position #8 Position #9 Position #10 Chitika , May 20126 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How does Google work?
  • HOW GOOGLE WORKS Relevant Google User and Pages Pages are crawls carries out important shown to indexed web pages search pages are user chosen8 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How do we make sure Google crawls our pages? Relevant Google User and Pages Pages are crawls carries out important shown to indexedweb pages search pages are user chosen
  • LINKS FROM SOCIAL MEDIA AND EXTERNAL SITES Fastest way to get new pages crawled by Google Twitter and Facebook links also help10 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How do we make our pages attractive to Google? Relevant Google User and Pages Pages are crawls carries out important shown to indexedweb pages search pages are user chosen
  • SITE ARCHITECTURE Homepage 6 clicks to get here!12 Copyright © 2013, iProspect, Inc. All rights reserved.
  • SITE ARCHITECTURE Homepage 3 clicks maximum to every page13 Copyright © 2013, iProspect, Inc. All rights reserved.
  • SITE CONTENT AND MEDIA What we see What Google sees14 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How do we make sure we target relevant keywords? Relevant Google User and Pages Pages are crawls carries out important shown to indexedweb pages search pages are user chosen
  • HOW DO WE CHOOSE KEYWORDS TO TARGET? Use tools to get Create initial Clean keyword more keyword keyword list list suggestions16 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW DO WE CHOOSE KEYWORDS TO TARGET? Find search volume for each keyword Monitor, refine Use PPC data and compare for conversion with PPC rates performance Target high search volume, high converting, low competition keywords first Calculate Final keyword difficulty to list rank on page 1 Check for blended search problems and opportunities17 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How do we make our pages important and relevant? Relevant Google User and Pages Pages are crawls carries out important shown to indexedweb pages search pages are user chosen
  • HOW GOOGLE DETERMINES RELEVANCE AND IMPORTANCE Traffic Data Social Media Authority of Website/Links On-Page from Other Factors And Sites Text Link Text SEOmoz, 201219 Copyright © 2013, iProspect, Inc. All rights reserved.
  • AUTHORITY OF WEBSITE/LINKS FROM OTHER SITES Spam Porn Viagra I should treat these pages very differently20 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW TO CHECK LINKS FROM OTHER SITES 1. Go to OpenSiteExplorer.org 2. Enter website address 3. Or click ‘compare pages’21 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW TO CHECK LINKS FROM OTHER SITES Shows page authority and link information22 Copyright © 2013, iProspect, Inc. All rights reserved.
  • LINK TEXT I guess this site is about Dublin Dublin Dublin Dublin Dublin Dublin23 Copyright © 2013, iProspect, Inc. All rights reserved.
  • ON-PAGE TEXT OK! This page is all about Dublin.24 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW TO QUICKLY FIND ON-PAGE TEXT 1. In Google Chrome, Ctrl+f 2. Type keyword here 3. Keywords are highlighted25 Copyright © 2013, iProspect, Inc. All rights reserved.
  • IMAGE ALT TEXT Good keyword usage in alt text can improve rankings and drive traffic through Google Images26 Copyright © 2013, iProspect, Inc. All rights reserved.
  • OTHER ON-PAGE FACTORS Meta title visible at top of browser <meta name="description" content="Search for used Ford Focus cars for sale on Carzone.ie, Irelands no 1 website for buying second hand Ford Focus cars. Visit us today!" /> Meta description hidden on page27 Copyright © 2013, iProspect, Inc. All rights reserved.
  • OTHER ON-PAGE FACTORS Both meta title and meta description appear on result pages28 Copyright © 2013, iProspect, Inc. All rights reserved.
  • OTHER ON-PAGE FACTORS H1 tag to show page topic29 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW TO FIND META DATA AND H1 TAGS 1. Install free toolbar from SEOmoz.org/seo-toolbar 2. Go to the page you want to check 3. Click this button30 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HOW SOCIAL MEDIA INCREASES IMPORTANCE More Stronger Build Increased searchers More links presence influence brand directed to content in search and fans searches towards results content31 Copyright © 2013, iProspect, Inc. All rights reserved.
  • TRAFFIC DATA Bounce rate Click through rate Broken pages32 Copyright © 2013, iProspect, Inc. All rights reserved.
  • OTHER SIGNALS – DUPLICATE CONTENT The UK and Ireland versions What happens if we try to of this page are almost find this page on Google? identical33 Copyright © 2013, iProspect, Inc. All rights reserved.
  • OTHER SIGNALS – DUPLICATE CONTENT Very specific search term but no visibility in rankings34 Copyright © 2013, iProspect, Inc. All rights reserved.
  • How do we influence click through rates? Relevant Google User and Pages Pages are crawls carries out important shown to indexedweb pages search pages are user chosen
  • BRAND RECOGNITION Ah, Entertainment. ie. I’ll just click that.36 Copyright © 2013, iProspect, Inc. All rights reserved.
  • META DATA Meta title Meta description37 Copyright © 2013, iProspect, Inc. All rights reserved.
  • META TITLE AND DESCRIPTION TIPS 1. Put important keywords at start of meta title 2. Include brand at end of meta title 3. Maximum title length of 65 characters including spaces 4. Include keywords in description 5. Include call to action in description 6. Maximum description length of 156 characters including spaces38 Copyright © 2013, iProspect, Inc. All rights reserved.
  • Link building
  • WHY BUILD LINKS? Improve rankings Increase brand awareness Drive qualified traffic40 Copyright © 2013, iProspect, Inc. All rights reserved.
  • LINK BUILDING TECHNIQUES Create great on- site content Leverage Guest blogging existing/ make Social media new relationships Link Copy competitor Steal competitor Optimise existing worthiness links links links Blog/forum Buy links Directories comments41 Copyright © 2013, iProspect, Inc. All rights reserved.
  • What’s thefuture ofSEO?
  • GROWTH OF MOBILE SEARCHES Only 1.25% of websites are mobile friendly Google, 201143 Copyright © 2013, iProspect, Inc. All rights reserved.
  • MORE SOCIAL INTEGRATION 1 billion users 600 million users 500 million users 20 million users Results in...44 Copyright © 2013, iProspect, Inc. All rights reserved.
  • HEAVY PERSONALISATION OF RESULTS Brands you follow on Google+ get more visibility45 Copyright © 2013, iProspect, Inc. All rights reserved.
  • MORE GOOGLE PENALTIES Penalty for link spam causes huge traffic drop46 Copyright © 2013, iProspect, Inc. All rights reserved.
  • 8 SEO tips
  • SEO TIPS Make content shareable Build links – carefully! on social networks Focus on usability – SEO Optimise meta data will follow Make sure content is Constantly measure readable by Google performance and refine Add great content to your Use keywords your site. Think “Would I read customers are using this?”48 Copyright © 2013, iProspect, Inc. All rights reserved.
  • THANK YOU