Inbound links www.yoursite.com/page-awww.anothersite.com/page-b g Cool! So long as this other site is trusted and not nasty / spammy
Reciprocal links www.yoursite.com/page-a www.anothersite.com/page-b Beloved of ‘SEO’ companies. gUnless there is a ‘real world’ partnership , you could be penalised by Google
Links pass authority Local Chamber of Commerce Few people link to it, but those that do are trustworthy Link Farm BBC Loads of links to lots of links to it, but mainlyit, so it has lots of reciprocal and authority quite a few questionable links Your site g Cultivate links from trusted websites, they pass more authority
Links pass authority Business Local partner press Trade Local blog magazineBBC Your Local Chamber of Commerce site A diverse, but relevant, g of linking websites is best set
Get inbound links to important pages www.yoursite.com/stuff-the-customer-buys www.anothersite.com/page-b Your homepage will always rank well, g give deeper, important pages some love so
I can’t get a link from Auntie Beeb http://www.flickr.com/people/el_momento_i_sitio_apropiados/ g model: su novia
Au Contraire Russell Smith Editorial Development BBC News Website @Russell__Smith• Links essential to online journalism• BBC strategy to double outbound links from 10m to 20m a month by 2013 g http://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010
Thanks, Russell!http://www.flickr.com/people/el_momento_i_sitio_apropiados/ g model: su novia
Keep it natural Is this• Number 5 on Google UK reflected on news• Number 1 on Google UK sites, social media, searc• Number 8 on Google UK h volumes? g http://www.google.co.uk/search?&q=trampolines
HOW TO GET MORE LINKS quality and relevance are key
Who links to your competitors? http://www.opensiteexplorer.org/ g Apply common sense to these results!
Who mentions your competitors? g Type <“your competitors name”> -site:<their webaddress> into a Google search
Get involved, get links• Discussion forums (be a really useful engine)• Research (white papers, or mine your data)• Social bookmarking (reddit, stumbleupon, etc)• Comment on industry blogs• Why not start your own blog? g Actually, scratch that.
Get involved, get links• Discussion forums (be a really useful engine)• Research (white papers, or mine your data)• Social bookmarking (reddit, stumbleupon, etc)• Comment on industry blogs• Why not start your own blog? g Because your visitors and Google love fresh, up to date content!
GOOGLE READS ALL YOUR CONTENT quality and relevance are key (again)
How does Google determine relevance? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images.(Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad. g A site that is accessible makes the web a better place for everyone. This is a good thing.
How does Google determine relevance? g http://www.noisylittlemonkey.com/news/499/how-is-google-plus-changing-search-results/
Domain level indicatorsDon’t change your domain name to match g popular search without setting up 301 redirects first a
Search terms in the file path g If your website isn’t built like this, you need to get a new website. Seriously.
Search terms in the Page Title g This also shows on Google’s results page, so make it snappy, useful and attract the click!
Search terms in the Page Headline Make sure your site is accessible for blind people – this mustnt be an image! g AND don’t waste the space by saying ‘Welcome to our site’
Search terms in the Alt Text g Make sure your site is accessible for blind people – label all images
Search terms in the copy gUse synonyms and keep it readable for humans. Don’t just stuff search terms in here
A Meta Description which ATTRACTS THE CLICK Becomes this on Google g View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source”
YOUR PAGE MATCHES A SEARCHwhen it is good quality and highly relevant
I don’t know how people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ g model: su novia
Maybe I can help? This is good for volumes. Ignore those numbers g http://www.google.co.uk/insights/search
Maybe I can help? This stuff is better than the AdWords Keyword Research tool! Ignore the regional stuff too. That data is definitely off. g
Thanks, Google!http://www.flickr.com/people/el_momento_i_sitio_apropiados/ g model: su novia
Aim low(ish). Seriously. Search Demand Curve courtesy of SEOmoz g
Who gives best price & service? g underwear.co.uk?
Thin Affiliates…• Earn ad revenue - send visitors to other sites• Have little content, other than ads• Often employ – auto generated content – scraped content – poorly written content• Use doorway pages• Are built with low cost turn key solutions• Get a high bounce rate g http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66361
Real brands gHave real addresses, geographic phone numbers
Real brandsHave real about us pages,gthat link to relevant social networks
Real brands gHave employees on LinkedIn (& www.freebase.com)
Real brands gAre paid up members of trade associations and pay for link(s) on Yell
Real brands gGet branded search volume because of offline marketing & communications
REAL BRANDS GET THEIR SOCIAL ON But that’s a whole other kettle of slides
Local listing gVerify that you’re the business owner on Google & Bing to get in the maps
Local listing• Verify your listing ASAP!• Add nice photos / videos• Request reviews from customers• Submit to local directories• Create a business profile on – Bview – Qype – Yelp – Foursquare http://www.google.com/places/ g http://www.bingforbusiness.com/
Shopping listing Are you goingg click the No 1 result? to
Shopping listing• Verify Google product feed• Compare price• Optimise product names / descriptions• Utilise all feeds available – Images – Average review – Review count – EAN / Barcode g http://www.google.co.uk/merchants/
Also consider g Mobile, video, news, rich snippets
The game changer is here… g Google Circles in Gmail?
Local Listing Google+ gVerify that you’re the business owner on Google & Bing to get in the maps
Google+• Verify your listing ASAP!• Add nice photos / videos• Request reviews from customers• Submit to local directories• Create a business profile on – Bview – Qype – Yelp – Foursquare http://www.google.com/places/ g http://www.bingforbusiness.com/
Get your business on Google+ Google doesn’t mess with it’sgresults pages lightly. There are NO ADS!
Things. Not strings. ghttp://googleblog.blogspot.co.uk/2012/08/building-search-engine-of-future-one.html
Great content gets you old school SEO and brand awareness g
Take Aways• Do search term research (Google Insights)• Insert relevant search terms on each page – Or give to your web designer in a spread sheet• Use 301 redirects if you change domain• Use 301 redirects if you change URLs• Sign up to Google Webmaster Tools – Submit an XML sitemapNoisyLittleMonkey.com/Feedback Give feedback and view a copy of these slides + a printable tip sheet g
Take Aways• Get good graphs from Google Analytics• Improve pages that cause exits• Add a contact box to every page of your site• Create great content - attract links & mentions• Seed new content sociallyNoisyLittleMonkey.com/Feedback Give feedback and view a copy of these slides + a printable tip sheet g