Search Engine    OptimisationSearch Engine Optimisation02/02/2012
About Me
• Established in 2004• Team of 14 creative’s & techies• Working in SEO/Online Marketing for over5 years• Worked with over ...
Disclaimer• Everything we discuss today is based on our  experience & current practices• Nobody working in SEO has any “co...
Agenda• SEO Myths• Keyword Research & Selection• Building A Quality Website• How To Optimise Pages• Link Building Ideas• W...
SEO Myths• “Killer SEO tactics” exist• SEO companies can get you in #1 position over  night• SEO companies can guarantee t...
Keyword Research Overview• Methods Of Choosing Keywords• Checking Estimated Traffic• Competitor Analysis
Important!• Your keywords should be based on products or  services that you actually provide• Ranking for generic keywords...
Identifying Keywords• Brain storm• Ask Family & Friends• Ask clients!
Competitor Keyword Analysis     Page Titles    Navigation Menus    Page Content   Meta Keywords In Page Source   <meta nam...
The Google Keyword ToolGoogle: Google Keyword Toolhttps://adwords.google.co.uk/select/KeywordToolExternalTick “Exact Match...
The Long Tail Approach       • Think about product types         Keyword                                  Local Monthly Se...
Google Trends• View Historic Search Peaks & Dips• Plan An SEO Push
Competitor Analysis    Tool: www.Opensiteexplorer.org
Build A Quality Website!• Google’s “Panda” updates look to demote low quality  websites from appearing in Search Results• ...
Build A Quality Website!• Use Modern Coding Standards• Fast Loading Times & Reliable• Logical Structure & Easy To Navigate
Build A Quality Website!• Create Quality Content• Grammar & Spelling• Avoid Too Many Ads & Have Content “Above The  Fold”
Build A Quality Website!•   Unique Content•   Write For Your Visitors, Not Search Engines•   Be Comprehensive, Not Unsubst...
How To Optimise Your Website• Page Titles & Descriptions• Images• Page Content• Page urls
Optimising Page Titles &      Descriptions•Page Titles: 65 Characters•Page Descriptions: 160 Characters
Images
Page Content• Structure Your Content• Include your targeted keywords where  possible• Bold text can help draw attention to...
Content Structuring Heading 1    Link To Other Pages Heading 2 Heading 3  Heading 3
Unique Content Ideas• Blog!• Self Written Product Descriptions• Opinion Pieces• User Reviews
Page Urls• Use words that users and search engines can  understandDomain.co.uk/page-nameDomain.co.uk/product.php?cid=1&pid=5
Example Page
Link Building Overview• Why Links Are Important• A Link Profile• Link Building Ideas
Link Building• Why are links important?• Links are votes• You need websites to link to yours
A Link ProfileNeed – brand & keywords, links to innerpages
A Link ProfileNeed Links To Internal Pages
How To Build Links• Opensiteexplorer.org – look at who is linking  to your competitors, contact them!• Scale it up – see w...
Creative Link Building• Guest blogging• Run a competition• Donate products to be reviewed• Donate To Charities / Sponsor E...
Build A Brand – Be Social!• Be More Than A Solo Online Entity• Dominate Search Results For Your Brand Name• Share Your Con...
Measure Your Success• Benchmark Positions Of Keywords• Use Google Analytics to track- increased visitors- increased page v...
Q&A               Jonathan Walker     Head Of Online Marketing @ Spindogs                SEO Services &SEO Training Availa...
CIM Digital Bootcamp - 2/2/12 - SEO
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CIM Digital Bootcamp - 2/2/12 - SEO

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  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • Ask people what they have heard.
  • CIM Digital Bootcamp - 2/2/12 - SEO

    1. 1. Search Engine OptimisationSearch Engine Optimisation02/02/2012
    2. 2. About Me
    3. 3. • Established in 2004• Team of 14 creative’s & techies• Working in SEO/Online Marketing for over5 years• Worked with over 400 businesses
    4. 4. Disclaimer• Everything we discuss today is based on our experience & current practices• Nobody working in SEO has any “control” over Search Engines!
    5. 5. Agenda• SEO Myths• Keyword Research & Selection• Building A Quality Website• How To Optimise Pages• Link Building Ideas• Why Use Social Media• Measuring Success
    6. 6. SEO Myths• “Killer SEO tactics” exist• SEO companies can get you in #1 position over night• SEO companies can guarantee top positions• SEO companies don’t have a contact /relative / friend / mole who works in Google who can help them!
    7. 7. Keyword Research Overview• Methods Of Choosing Keywords• Checking Estimated Traffic• Competitor Analysis
    8. 8. Important!• Your keywords should be based on products or services that you actually provide• Ranking for generic keywords for your industry is likely to be difficult and may not result in new business
    9. 9. Identifying Keywords• Brain storm• Ask Family & Friends• Ask clients!
    10. 10. Competitor Keyword Analysis Page Titles Navigation Menus Page Content Meta Keywords In Page Source <meta name="keywords" content="leather sofas, dining chairs, tables, living room furniture">
    11. 11. The Google Keyword ToolGoogle: Google Keyword Toolhttps://adwords.google.co.uk/select/KeywordToolExternalTick “Exact Match Type”
    12. 12. The Long Tail Approach • Think about product types Keyword Local Monthly Searches plus size halloween costumes for women 590 cheap halloween costumes for women 480 • Product Specific Keywords Keyword Local Monthly Searches dog halloween costumes 480 halloween costumes for couples 480 zombie halloween costumes 390 cat halloween costumes 320
    13. 13. Google Trends• View Historic Search Peaks & Dips• Plan An SEO Push
    14. 14. Competitor Analysis Tool: www.Opensiteexplorer.org
    15. 15. Build A Quality Website!• Google’s “Panda” updates look to demote low quality websites from appearing in Search Results• First update arrived in the UK March 2011, multiple refinements have been made since
    16. 16. Build A Quality Website!• Use Modern Coding Standards• Fast Loading Times & Reliable• Logical Structure & Easy To Navigate
    17. 17. Build A Quality Website!• Create Quality Content• Grammar & Spelling• Avoid Too Many Ads & Have Content “Above The Fold”
    18. 18. Build A Quality Website!• Unique Content• Write For Your Visitors, Not Search Engines• Be Comprehensive, Not Unsubstantial• Dont Be Afraid To Link Out To Sources• Consolidate Existing Content
    19. 19. How To Optimise Your Website• Page Titles & Descriptions• Images• Page Content• Page urls
    20. 20. Optimising Page Titles & Descriptions•Page Titles: 65 Characters•Page Descriptions: 160 Characters
    21. 21. Images
    22. 22. Page Content• Structure Your Content• Include your targeted keywords where possible• Bold text can help draw attention to words• Keyword density is an outdated myth!
    23. 23. Content Structuring Heading 1 Link To Other Pages Heading 2 Heading 3 Heading 3
    24. 24. Unique Content Ideas• Blog!• Self Written Product Descriptions• Opinion Pieces• User Reviews
    25. 25. Page Urls• Use words that users and search engines can understandDomain.co.uk/page-nameDomain.co.uk/product.php?cid=1&pid=5
    26. 26. Example Page
    27. 27. Link Building Overview• Why Links Are Important• A Link Profile• Link Building Ideas
    28. 28. Link Building• Why are links important?• Links are votes• You need websites to link to yours
    29. 29. A Link ProfileNeed – brand & keywords, links to innerpages
    30. 30. A Link ProfileNeed Links To Internal Pages
    31. 31. How To Build Links• Opensiteexplorer.org – look at who is linking to your competitors, contact them!• Scale it up – see who is linking to the top 5,10,15 or 20 websites for your chosen keywords
    32. 32. Creative Link Building• Guest blogging• Run a competition• Donate products to be reviewed• Donate To Charities / Sponsor Events
    33. 33. Build A Brand – Be Social!• Be More Than A Solo Online Entity• Dominate Search Results For Your Brand Name• Share Your Content – Make It Easy For Others To Do So To• Interact With Customers – Reach Out!
    34. 34. Measure Your Success• Benchmark Positions Of Keywords• Use Google Analytics to track- increased visitors- increased page views- website conversions (i.e sales, downloads).....and many more!
    35. 35. Q&A Jonathan Walker Head Of Online Marketing @ Spindogs SEO Services &SEO Training Available: Groups & 1-to-1 Sessions• jwalker@spindogs.com• twitter.com/spindogs• www.spindogs.co.uk

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