• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
SEO: Ensuring your web presence is a success
 

SEO: Ensuring your web presence is a success

on

  • 1,247 views

Jennifer D Begg’s slides for The Guardian Media Academy and Guardian Seminars, SEO: Ensuring your web presence is a success

Jennifer D Begg’s slides for The Guardian Media Academy and Guardian Seminars, SEO: Ensuring your web presence is a success

Statistics

Views

Total Views
1,247
Views on SlideShare
1,190
Embed Views
57

Actions

Likes
4
Downloads
0
Comments
0

3 Embeds 57

http://www.livefreerange.com 54
http://feeds.feedburner.com 2
http://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    SEO: Ensuring your web presence is a success SEO: Ensuring your web presence is a success Presentation Transcript

    • SEOOptimising your web presence
    • What is SEO?Search engine optimisation is theprocess of improving the visibility of a website or specific web page to a search engine. This isdone by observing the rules used by search engines to rank content, and maximising a page’s potential visibility.
    • ACROSS THE WEB ON THE PAGE
    • Things we will avoid• SEO Spam: Hidden text & links, keyword repetition etc• Duplicate title tags• Pages with multiple URLs• Non optimised image & video content
    • We will put maximum effort into:• Planning with specific goals in mind• Checking & improving content, user journeys & appropriate tagging• Perfecting on page optimisation• Using analytics to perfect goal attainment• Tracking & improving referral performance• Courting & creating quality back links
    • Your personal SEO Plan Learning & Planning
    • 1. Organisational GoalsPrimary Business Goal eg. eCommerce TransactionAdditional Goal eg. Email sign upAdditional Goal eg.ePetitionAdditional Goal eg. Awareness raising, content sharing
    • Bringing traffic to your site isn’t the same as achieving company goals
    • Is your business ready for traffic?Running a very successful SEO campaigncan be brilliant for your bottom line if yourorganisation’s products and services are scalable.If you run a small start up, ensure that you have contingencies in place for a successful campaign.
    • 2. Website readiness• Does your site facilitate reaching organisational goals?• Are there specific paths that users can take which lead to conversion?• What does conversion look like?• Where do visitors land?
    • The good news? Good SEO practice is stronglyaligned with good accessibility and content practice. Ingeneral, actions that assist SEOwill also help improve your site’s usability and relevance.
    • How?• Using text and detailed descriptions makes your site more visible to search engines• Carefully placed, appropriate keywords help guide visitors to the most relevant content• HTML descriptions of flash files and .gif images assist screen readers and search engines• More regularly updated content is good for visitors and SEO• Engines love strong site navigation
    • 2. Website ReadinessFeature Exists Planned RatingAbout Page / Org historyProduct / Service InfoPurchasing / DonationCustomer SupportNews pages / BlogContact / Lead formOffline Contact detailsBricks & Mortar Business infoLinks to other resourcesEducational Materials
    • Who makes these changes?• Editing HTML on all site pages• Creating Robots.txt files• XML site map• Customer facing site map• Converting graphics to optimised text• Rewriting page text for optimisation• Ensuring Flash files have alternative HTML text
    • 3. Conversion Goals Goal Target Conversion Potential Conversion Audience Page Landing PageNewsletter sign up Alumni Thank you page Latest news
    • Tracking & Improving Goals & Conversions
    • Conversions as Goals
    • Collecting Keywords• Put yourself in the mind of your target audience – what search terms will they use?• Prevalent words on your site• Your website statistics• Industry media• Internal searches• Competitor’s website• Related search results
    • wordle.net
    • What does it mean?• Which keywords are creating the most visits?• Are they also the words with the most Pages / Visit? Average time on site?• Which words have the highest bounce rate?• Which landing pages are these words leading to?• How do these relate back to your conversion goals?
    • Data collection time!
    • Relevance, Popularity & CompetitionKeyword (s) Relevance Popularity CompetitionDigital High 74,000 LowSwitchoverLegal Support High 60,500 MediumStrategic High 480 MediumBusinessConsultancy
    • Compiling your shortlist• Combine to create long tail search terms• Choose appropriate landing pages• Value of keyword conversions• Beware of single word groups• Be discerning when deciding relevance• How many sponsored listings are there for a given term?• Google allintitle:“keyword”
    • Ranking your shortlisted Keywords• Search your keywords on google/yahoo/msn• Does your site appear within the top 30? Take a note of the number• Is the result Web / Image / Video / Directory?• Look at organic searches onlyThis is a good time to note wherecompetitors rank for your chosen terms, aswell as any potential broken links to yoursite
    • Don’t forget Queries
    • Small note on Paid Promotion• Use Google Analytics to tag URLs for banner campaigns so that source data can be tracked in your reports• Use auto tagging for AdWords campaigns• Link paid search through to named conversions on Google Analytics to ensure reliable tracking
    • Is your site indexed?• Google / MSN site:yourdomain.com• Take a note of how many links are listed• Check to make sure there are no old pages or pages you want to keep unlisted• Search for URLs with “” to double check each page has been listed
    • Keeping Search bots off your site• Robots.txt (see robottxt.org for more info)• URL removal tool (Google Webmaster)Not linking to a page will not ensure thatit can’t be found. For example if thatpage became a referral page foranother site, they may list it at somepoint.
    • Set a baseline
    • Choose your metrics carefully• Unique visitors / visits• Page views• Pages / visit• Average time on site• Bounce rate• Referral URLs• Traffic from search engines• Geotargeting (webmaster tools)
    • B2B vs B2CAdvantages & Challenges
    • Business to Business• Your target audience is much more well defined and therefore more easily found and targeted• High %age of conversions which are usually of higher value• Large amounts of text on your website which can be more easily optimised
    • Challenges• High quality links can be harder to come by due to the smaller audiences involved• Campaigns can be harder to judge due to the longer conversion cycle• Dynamic, rich media content is not so prevalent on B2B websites & therefore less potential for sharing
    • Business to Consumer• Access to wide and varied content raising potential for sharing• Potential for user generated content like reviews• Much more defined relationship between sale value and SEO value• Higher potential for quality back links from large news websites
    • Challenges• Varied audience with a range of online skills (unpredictable)• Who are your competition? Online is a completely different landscape• Less well defined sales process which usually includes branding as one of the goals
    • Organisation sizeBeing a large organisation can be greatfor newsworthiness but detrimental whenit comes to the following:• Large pay per click campaigns can be unwieldy• Brand continuity across departments• Clarity of campaign message• Old links and out of date content
    • Organisation sizeBeing a small organisation means you canbe more agile when it comes to webupdates and campaign tailoring.Challenges come in the form of :• Size• Budget• Resources
    • 4. Action your findingsDoes this page have… Y/NA unique HTML Page title?Target keywords in the title?At least 400 words HTML text?Exact keyword phrases within the body text?HTML text links from the homepage?HTML text links from other site pages?Images / Video with ALT tags and title descriptions?
    • Right click on any page and click “view source”
    • Meta descriptions can be used bysearch engines to describe links
    • Writing content for SEO On & off your own site pages
    • On Page• Optimised content is a means to an end – it has to appeal to your audience!• Less is definitely more when it comes to scattering keywords throughout your text• Vary the versions of a keyword group, do not replace every generic term to the detriment of readability• Split long tail terms with punctuation and line breaks
    • Where should you include keywords?• Headlines• Sub Headlines• Image Descriptions and Alt tags• Main article copy (conservatively)• Link text• Navigation links• Calls to action
    • However, don’t get hung up on:• Keyword density• Keyword prominence• Subparts / Stems (read, reads etc)• Related terms• Synonyms• Modifiers (science fiction, supernatural fiction)
    • These things are important but should beused as part of your natural writing style. Again, copy that is designed to appeal to your users naturally lends itself to including your keywords within the elements of a page. Google uses a multitude of metrics to determine your page relevance and rank. You will never truly know exactly how their algorithm works!
    • Integrated Blog• Is your CMS system SEO friendly?• Plan & schedule updates from a range of contributors including clients• Don’t get hung up on your keywords when it comes to blogging• Make the content easy to share & available in different formats (like video / text / PDF)• Spend time on community engagement• Remember links (especially internal)
    • 5. Quality link planning• Rediscover content you already have – can it be syndicated?• Make a list of potential blogs to connect with• Do you comment on other blogs?• Who do you send your press releases to?• Offer to be a guest blogger / writer• Spend time and resources creating content to place on reputable sites with strong page rank
    • Requesting a link• Who is linking to your top 3 competitors – can you get in on the action?• Do any of your top clients have websites?• Which sites come up top in your keyword searches – do they take submissions?• Do any sites mention your company but do not link to your pages?• Are you a member of any business associations?• Sympathetic campaigning sites for charities
    • Approaching bloggers• Be familiar with their content, spend time interacting on the site• It’s about content that’s right for their audience, not selling your website to the blog owner• Do your research and mention past posts• Be polite – your letter could easily be published• If you would like a review, send a free sample but accept that you have no control over their opinions
    • Assess if a link is worthwhile• Are your keywords within the article on the site or - even better - do they perform the function of the link?• Are both sites aimed at the same audience?• Is the link coming from a flattering article?• Is it linking to the most appropriate page?These are things that search engines arelooking for too, and it helps them assessboth the link and your site.
    • STOP! Don’t forget internal links Every opportunity to link to content within your site is another pathway for search engines to find your content.Avoid “click here” and use keyword rich text for maximum results.
    • DirectoriesGeneric:• Dmoz.org (The Open Directory)• Dir.Yahoo.com (Yahoo Open Directory)• Google.com/Places (Bricks & Mortar Business)Sector specific• Be wary of directories that charge• Are your competitors there?• Check the site back links & indexed pages
    • Social SearchWhere does social networking fit in?
    • Social networking• The more your content is shared the better it is for your SEO• Make sharing easy by embedding share options on your pages• Encourage employees to get involved in the sharing love• Don’t forget social bookmarking!
    • EU Cookie Law Help!
    • Early days• Too early for any statistically relevant data on how many users will “opt out”• More important than ever to make sure you use specific, traceable links in advertising, link building and social media (UTM)• Use Cookiepedia.co.uk to help you put together your own opt in options• Show willing. Don’t panic.
    • Finallytake a bow
    • Things to remember• Have holistic SEO practices to ensure you’re not caught out by changes in algorithms and trends• Don’t stop when you get to the top – expand!• Always take quality over quantity whether it’s links, leads or keywords• Promote your whole site, not just the homepage