PushON SEO Presentation Bullet Points

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PushON SEO Presentation Bullet Points

  1. 1. The Online Marketing PeopleSearch Engine Optimisation (SEO)Delivered by Katrina GallagherFor Liverpool John Moore University20/06/2012e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  2. 2. SEO & Online Measurement The Online Marketing PeopleWhat We Will Cover 1. Introductions – Your name – Product/service you want to promote – What you know and do already – What you particularly want to learn 2. Search Engine Optimisation Overview 3. Practical – Keyword research & evaluation – Links & link bait – 6 month SEO plane: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  3. 3. SEO & Online Measurement The Online Marketing People1. Search Engine Optimisatione: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  4. 4. SEO & Online Measurement The Online Marketing PeopleWhat is SEO? Defined as “the active practice of optimising a website by improving internal and external aspects in order to increase the traffic the site receives from search engines”. – SEOmoz, 2010.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  5. 5. SEO & Online Measurement The Online Marketing PeopleWhat’s the benefit? • Measurable results • Brand Visibility • Cost Effective Customer Acquisition • Repeat Business • Low Cost & High Value • Increase traffic to a website Search Engine Visibility Increased Traffic £e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  6. 6. SEO & Online Measurement The Online Marketing PeopleHow does it work? Crawl Index Query Ranke: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  7. 7. SEO & Online Measurement The Online Marketing PeopleSEO: On-site Optimisation There are a number of “on-page” signals that search engines look for when they visit a website. – Content – Page titles – Page headings – Structure – Internal linking Page relevance is key.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  8. 8. SEO & Online Measurement The Online Marketing PeopleSEO: Off-site Optimisation Although a lot can be gained by the search engines from looking at a website itself, external links (or “backlinks”) are judged as being the most important contributing factor for SEO. Business Client Partner Website Your Website Social Business Network Directorye: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  9. 9. SEO & Online Measurement The Online Marketing PeopleSEO: Monitoring & Refining Once a website is well optimised from a search engine point of view and external presence has begun to increase, refinements need to be made based on the data being monitored. • Content additions Client Website • Tweaking of on-site optimisation Your • Social integration Website • Conversions Business Directorye: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  10. 10. SEO & Online Measurement The Online Marketing People2. Targetinge: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  11. 11. SEO & Online Measurement The Online Marketing PeopleFinding what people search for The great thing about search engine optimisation, is that you can understand the terms and phrases that people actually search for within the search engines.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  12. 12. SEO & Online Measurement The Online Marketing PeopleFinding when they are searching Not only can approximate search volumes be researched for a limitless set of key phrases; trending data also allows us to understand seasonality, topical popularity and more. Trending data for “solar PV”e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  13. 13. SEO & Online Measurement The Online Marketing PeopleApplying this knowledge The insights gained from this keyword analysis can be invaluable in terms of targeting people on your website. a) Apply the data to existing pages b) Create new pages around the data Retrofitting the keyword Developing new content pages optimisation to each of the most specifically around the keyword relevant pages across the opportunities from the insights website. gained.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  14. 14. SEO & Online Measurement The Online Marketing People3. Measuring Traffice: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  15. 15. SEO & Online Measurement The Online Marketing PeopleWhy measure traffic? Whether you have an “optimised” website or not, monitoring the traffic data is a must. • Understanding the quantity of visitors • Analysing visitor profiles • Viewing popular content/pages • Monitoring visitor intente: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  16. 16. SEO & Online Measurement The Online Marketing People4. Google Analyticse: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  17. 17. SEO & Online Measurement The Online Marketing PeopleBenefits of using Analytics • Monitor goal conversions & e-commerce • Monitor engagement (ie. time on site, bounce rate, etc) • Setup customisable reports • Advanced segmentation • Visual charts Plus, it’s very easy to install and use!e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  18. 18. SEO & Online Measurement The Online Marketing PeopleAnalytics basic reports Dashboard – visitor data Conversion (goal) datae: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  19. 19. SEO & Online Measurement The Online Marketing PeopleAnalytics basic reports (2) E-commerce data Traffic sources datae: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  20. 20. SEO & Online Measurement The Online Marketing PeopleCustom ReportsCustom reports can besetup to providedashboard-likeoverviews of data thatyou deem to be mostimportant for variousareas of your website.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  21. 21. SEO & Online Measurement The Online Marketing PeopleSo how does Analytics help? Google Analytics provides actionable insights, such as: • Which pages are not working (to convert) • Where people are dropping out in the conversion process • Which areas of the site have low engagement • Which traffic sources provide the least valuee: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  22. 22. SEO & Online Measurement The Online Marketing PeopleWhat can you do with this data? Once you’ve setup goals and basic reports, the data is then there for you to use to improve your website. Example: 1. Identify sections with low bounce rate, and average time on page (compared with others) Low engagement 2. Analyse the sources of traffic 3. Consider things that can be done to encourage engagement on the page 4. Implement the changes are monitor Analytics to see the affecte: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  23. 23. SEO & Online Measurement The Online Marketing PeopleKey Points • SEO is an ongoing process, and there are no quick wins • A combination of on-site & off-site optimisation are needed • Use available data to actually see what people are searching for • Measure as much data as you can (even if you don’t use it all) • Use reporting options to monitor your KPIs • Ensure you are always monitoring and refining Finally... Setup Google Analytics yourself (or ensure you have admin access)e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  24. 24. SEO & Online Measurement The Online Marketing PeoplePractical • Keywords – Keyword research & evaluation – Keyword brainstorming session • Links – Links & link bait – Link bait brainstorming session • 6 Month plan • Questionse: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
  25. 25. The Online Marketing PeopleThank you for listening. Any questions?Katrina Gallagher, PushON Ltd.e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU

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