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#BrightonSEO 2013 - On Page SEO & Marketing
 

#BrightonSEO 2013 - On Page SEO & Marketing

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My slides from Brighton SEO September 2013, about On Page SEO and On Page Marketing. How to do on page SEO and how to attract links!

My slides from Brighton SEO September 2013, about On Page SEO and On Page Marketing. How to do on page SEO and how to attract links!

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#BrightonSEO 2013 - On Page SEO & Marketing #BrightonSEO 2013 - On Page SEO & Marketing Presentation Transcript

  • #BrightonSEO @LisaDMyers On Page Marketing
  • #BrightonSEO @LisaDMyers Google’s algorithm has changed more significantly in the last 1 ½ years than the 3 years before that combined!
  • #BrightonSEO @LisaDMyers 1. Tightened the linking algorithm 2. Deep pages, unique content and relevancy 3. Over optimisation crack down
  • #BrightonSEO @LisaDMyers +++ peoples attitude to links Linking is bad It will hurt your site Nofollow EVERYTHING……….
  • #BrightonSEO @LisaDMyers When one door closes
  • #BrightonSEO @LisaDMyers On Page SEO – The “ugly” duckling
  • #BrightonSEO @LisaDMyers Now it’s a Ninja Swan!
  • #BrightonSEO @LisaDMyers Get this… Jun the Swan is a member of the; Science ninja team “Gatchaman”. She even has a G on here belt. Obviously must stand for “Google”….
  • #BrightonSEO @LisaDMyers Understanding how people search
  • #BrightonSEO @LisaDMyers How people search today is very different to how people searched the internet in 2005!
  • #BrightonSEO @LisaDMyers Evolution of keywords/phrases Hotels Hotels in Greece Holidays in Greece 5 Star Hotel in Greece “Child friendly 5 star hotels in Greece” “5 star family holiday in Greece with babysitting services”
  • #BrightonSEO @LisaDMyers “Hotels” 2001 - Present
  • #BrightonSEO @LisaDMyers “5 star hotels in Greece”
  • #BrightonSEO @LisaDMyers The “Believed” Search Path Search Query SERP Website Conversion
  • #BrightonSEO @LisaDMyers More Likely Search Path Search Query SERP Website #1 Conversion SERP Website #2 New SERP Refined Search Query Website #3 SERP Website #4
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers The Beauty of “long tail”
  • #BrightonSEO @LisaDMyers A successful SEO strategy is knowing that there is more to organic traffic than “hero keywords” (with large volumes). Understanding behaviour, targeting longtail, expanding content, improving UX, that’s the real On Page SEO.
  • #BrightonSEO @LisaDMyers It’s more like online anthropology.
  • #BrightonSEO @LisaDMyers Writing the content • Spend time writing the article, it’s got to be good! Include stats, research or similar. • Make sure the angle is appropriate for target site • Including keywords that you are targeting for surrounding text • ANCHOR TEXT (ideally your main target keyword) • Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! The Essence of On Page
  • #BrightonSEO @LisaDMyers On my twitter feed @LisaDMyers RIGHT NOW!
  • #BrightonSEO @LisaDMyers KeywordTargeting • Target max two main keywords/phrases • Primary keyword phrase FIRST in title tag • Primary keyword in heading (h1) • Images on page to include relevant keywords • Keyword phrase in URL • Internal links pointing to page with relevant keywords • Clear, logical quality content including keyword phrases
  • #BrightonSEO @LisaDMyers CreateVALUABLE content 1. CREATE Unique Content that stands out 2. Avoid sales jargon and self promotion at ALL cost! 3. Use high quality images and/or videos 4. Make DAMN sure your content is relevant to click
  • #BrightonSEO @LisaDMyers Care about User Experience • High quality design is imperative • Navigation should be idiot proof and beautifully logical • Add well thought out filtering • Make sure the page loads quickly • Include additional relevant content and links • Ideally: responsive design
  • #BrightonSEO @LisaDMyers Let the spiders in • Static URLs (all those filters will be useless if you don’t have this) • Create rules for deeper pages for titles, meta (based on filtering information) • Unique content (any duplications canonicalised) • Include page in XML sitemap • Mobile compatibility • Don’t restrict IPs (use pop up for geo targeting instead)
  • #BrightonSEO @LisaDMyers Shareability • Title and URL has to be descriptive AND enticing • Always include relevant social share buttons for relevant audience • Make it EASY to share
  • #BrightonSEO @LisaDMyers Microformats & Rich Snippets • All blogs should have rel=author (don’t miss out) and/or publisher • Use schema microdata markup where relevant • Use Google rich snippet markup that is relevant to your site: reviews, image, hreflang etc
  • #BrightonSEO @LisaDMyers If you do nothing else…please do this:
  • #BrightonSEO @LisaDMyers Create filters (with content) #1
  • #BrightonSEO @LisaDMyers Filtering is longtail SEO heaven Hotels for example, should have: - Type (romantic, business, shopping) - Quality (luxury/budget) - Area/attractions/near to - Facilities (pool, spa, wifi etc but also babysitting, kids club etc) - Activities
  • #BrightonSEO @LisaDMyers A women doesn’t just look for a dress! Naha, no sir! “Red A line midi skirt size 12”…………
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers Get those rich snippets #2
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers Rel=Author Not just PageRank but AuthorRank – build those profiles NOW!
  • #BrightonSEO @LisaDMyers Get blogging #3
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers Blogging } increasing keyword reach + profile
  • #BrightonSEO @LisaDMyers A blog can: - Increases keyword reach considerably - Increases usability and conversion by integrating content - Increase link equity - Increase social equity - Adds personality and social presence - Make it easier to do outreach
  • #BrightonSEO @LisaDMyers Links are STILL important
  • #BrightonSEO @LisaDMyers Attract rather than Sell Create content that DESERVES links and market that content.
  • #BrightonSEO @LisaDMyers sk8seeing - Brighton on a Skateboard
  • #BrightonSEO @LisaDMyers http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers Writing the content • Spend time writing the article, it’s got to be good! Include stats, research or similar. • Make sure the angle is appropriate for target site • Including keywords that you are targeting for surrounding text • ANCHOR TEXT (ideally your main target keyword) • Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! #NorthernLights for Expedia
  • #BrightonSEO @LisaDMyers
  • #BrightonSEO @LisaDMyers In short #1 STOP spending all your time on link dev #2 Spend MORE time on page #3 Start creating campaigns to ATTRACT links
  • #BrightonSEO @LisaDMyers Thank you! lisa@vervesearch.com www.vervesearch.com