#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 t...
#BrightonSEO @LisaDMyers
1. Tightened the linking algorithm
2. Deep pages, unique content and
relevancy
3. Over optimisati...
#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 he...
#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
“...
#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 ...
#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” (...
#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, researc...
#BrightonSEO @LisaDMyers
On my twitter
feed @LisaDMyers
RIGHT NOW!
#BrightonSEO @LisaDMyers
KeywordTargeting
• Target max two main keywords/phrases
• Primary keyword phrase FIRST in title t...
#BrightonSEO @LisaDMyers
CreateVALUABLE content
1. CREATE Unique Content that stands out
2. Avoid sales jargon and self pr...
#BrightonSEO @LisaDMyers
Care about User Experience
• High quality design is imperative
• Navigation should be idiot proof...
#BrightonSEO @LisaDMyers
Let the spiders in
• Static URLs (all those filters will be useless if you
don’t have this)
• Cre...
#BrightonSEO @LisaDMyers
Shareability
• Title and URL has to be descriptive AND
enticing
• Always include relevant social ...
#BrightonSEO @LisaDMyers
Microformats & Rich Snippets
• All blogs should have rel=author (don’t miss
out) and/or publisher...
#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, sho...
#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
integr...
#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, researc...
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
In short
#1 STOP spending all your time on link dev
#2 Spend MORE time on page
#3 Start creating ...
#BrightonSEO @LisaDMyers
Thank you!
lisa@vervesearch.com
www.vervesearch.com
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#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!

Published in: Technology, Design

#BrightonSEO 2013 - On Page SEO & Marketing

  1. 1. #BrightonSEO @LisaDMyers On Page Marketing
  2. 2. #BrightonSEO @LisaDMyers Google’s algorithm has changed more significantly in the last 1 ½ years than the 3 years before that combined!
  3. 3. #BrightonSEO @LisaDMyers 1. Tightened the linking algorithm 2. Deep pages, unique content and relevancy 3. Over optimisation crack down
  4. 4. #BrightonSEO @LisaDMyers +++ peoples attitude to links Linking is bad It will hurt your site Nofollow EVERYTHING……….
  5. 5. #BrightonSEO @LisaDMyers When one door closes
  6. 6. #BrightonSEO @LisaDMyers On Page SEO – The “ugly” duckling
  7. 7. #BrightonSEO @LisaDMyers Now it’s a Ninja Swan!
  8. 8. #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”….
  9. 9. #BrightonSEO @LisaDMyers Understanding how people search
  10. 10. #BrightonSEO @LisaDMyers How people search today is very different to how people searched the internet in 2005!
  11. 11. #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”
  12. 12. #BrightonSEO @LisaDMyers “Hotels” 2001 - Present
  13. 13. #BrightonSEO @LisaDMyers “5 star hotels in Greece”
  14. 14. #BrightonSEO @LisaDMyers The “Believed” Search Path Search Query SERP Website Conversion
  15. 15. #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
  16. 16. #BrightonSEO @LisaDMyers
  17. 17. #BrightonSEO @LisaDMyers The Beauty of “long tail”
  18. 18. #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.
  19. 19. #BrightonSEO @LisaDMyers It’s more like online anthropology.
  20. 20. #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
  21. 21. #BrightonSEO @LisaDMyers On my twitter feed @LisaDMyers RIGHT NOW!
  22. 22. #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
  23. 23. #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
  24. 24. #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
  25. 25. #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)
  26. 26. #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
  27. 27. #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
  28. 28. #BrightonSEO @LisaDMyers If you do nothing else…please do this:
  29. 29. #BrightonSEO @LisaDMyers Create filters (with content) #1
  30. 30. #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
  31. 31. #BrightonSEO @LisaDMyers A women doesn’t just look for a dress! Naha, no sir! “Red A line midi skirt size 12”…………
  32. 32. #BrightonSEO @LisaDMyers
  33. 33. #BrightonSEO @LisaDMyers
  34. 34. #BrightonSEO @LisaDMyers Get those rich snippets #2
  35. 35. #BrightonSEO @LisaDMyers
  36. 36. #BrightonSEO @LisaDMyers Rel=Author Not just PageRank but AuthorRank – build those profiles NOW!
  37. 37. #BrightonSEO @LisaDMyers Get blogging #3
  38. 38. #BrightonSEO @LisaDMyers
  39. 39. #BrightonSEO @LisaDMyers Blogging } increasing keyword reach + profile
  40. 40. #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
  41. 41. #BrightonSEO @LisaDMyers Links are STILL important
  42. 42. #BrightonSEO @LisaDMyers Attract rather than Sell Create content that DESERVES links and market that content.
  43. 43. #BrightonSEO @LisaDMyers sk8seeing - Brighton on a Skateboard
  44. 44. #BrightonSEO @LisaDMyers http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html
  45. 45. #BrightonSEO @LisaDMyers
  46. 46. #BrightonSEO @LisaDMyers
  47. 47. #BrightonSEO @LisaDMyers
  48. 48. #BrightonSEO @LisaDMyers
  49. 49. #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
  50. 50. #BrightonSEO @LisaDMyers
  51. 51. #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
  52. 52. #BrightonSEO @LisaDMyers Thank you! lisa@vervesearch.com www.vervesearch.com
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