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 s...
ACROSS THE WEB                 ON THE PAGE
Things we will avoid• SEO Spam: Hidden text & links,  keyword repetition etc• Duplicate title tags• Pages with multiple UR...
We will put maximum effort into:• Planning with specific goals in mind• Checking & improving content, user  journeys & app...
Your personal SEO Plan     Learning & Planning
1. Organisational GoalsPrimary Business Goal   eg. eCommerce TransactionAdditional Goal         eg. Email sign upAdditiona...
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 yourorga...
2. Website readiness• Does your site facilitate reaching  organisational goals?• Are there specific paths that  users can ...
The good news? Good SEO practice is stronglyaligned with good accessibility     and content practice. Ingeneral, actions t...
How?• Using text and detailed descriptions  makes your site more visible to search  engines• Carefully placed, appropriate...
2. Website ReadinessFeature                         Exists   Planned   RatingAbout Page / Org historyProduct / Service Inf...
Who makes these changes?•   Editing HTML on all site pages•   Creating Robots.txt files•   XML site map•   Customer facing...
3. Conversion Goals     Goal                Target      Conversion        Potential  Conversion            Audience       ...
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 word...
wordle.net
What does it mean?• Which keywords are creating the most  visits?• Are they also the words with the most Pages  / Visit? A...
Data collection time!
Relevance, Popularity &            CompetitionKeyword (s)     Relevance   Popularity   CompetitionDigital         High    ...
Compiling your shortlist• Combine to create long tail search terms• Choose appropriate landing pages• Value of keyword con...
Ranking your shortlisted Keywords• Search your keywords on  google/yahoo/msn• Does your site appear within the top 30?  Ta...
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 i...
Is your site indexed?• Google / MSN site:yourdomain.com• Take a note of how many links are  listed• Check to make sure the...
Keeping Search bots off your             site• Robots.txt (see robottxt.org for more  info)• URL removal tool (Google Webm...
Set a baseline
Choose your metrics carefully•   Unique visitors / visits•   Page views•   Pages / visit•   Average time on site•   Bounce...
B2B vs B2CAdvantages & Challenges
Business to Business• Your target audience is much more  well defined and therefore more easily  found and targeted• High ...
Challenges• High quality links can be harder to  come by due to the smaller audiences  involved• Campaigns can be harder t...
Business to Consumer• Access to wide and varied content  raising potential for sharing• Potential for user generated conte...
Challenges• Varied audience with a range of  online skills (unpredictable)• Who are your competition? Online is a  complet...
Organisation sizeBeing a large organisation can be greatfor newsworthiness but detrimental whenit comes to the following:•...
Organisation sizeBeing a small organisation means you canbe more agile when it comes to webupdates and campaign tailoring....
4. Action your findingsDoes this page have…                                   Y/NA unique HTML Page title?Target keywords ...
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 com...
Where should you include             keywords?•   Headlines•   Sub Headlines•   Image Descriptions and Alt tags•   Main ar...
However, don’t get hung up on:•   Keyword density•   Keyword prominence•   Subparts / Stems (read, reads etc)•   Related t...
These things are important but should beused as part of your natural writing style. Again, copy that is designed to appeal...
Integrated Blog• Is your CMS system SEO friendly?• Plan & schedule updates from a range of  contributors including clients...
5. Quality link planning• Rediscover content you already have –  can it be syndicated?• Make a list of potential blogs to ...
Requesting a link• Who is linking to your top 3 competitors –  can you get in on the action?• Do any of your top clients h...
Approaching bloggers• Be familiar with their content, spend time  interacting on the site• It’s about content that’s right...
Assess if a link is worthwhile• Are your keywords within the article on  the site or - even better - do they perform  the ...
STOP! Don’t forget internal links  Every opportunity to link to content within your site is another pathway for search eng...
DirectoriesGeneric:• Dmoz.org (The Open Directory)• Dir.Yahoo.com (Yahoo Open Directory)• Google.com/Places (Bricks & Mort...
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 o...
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 m...
Finallytake a bow
Things to remember• Have holistic SEO practices to ensure  you’re not caught out by changes in  algorithms and trends• Don...
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
SEO: Ensuring your web presence is a success
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SEO: Ensuring your web presence is a success

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

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Transcript of "SEO: Ensuring your web presence is a success"

  1. 1. SEOOptimising your web presence
  2. 2. 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.
  3. 3. ACROSS THE WEB ON THE PAGE
  4. 4. Things we will avoid• SEO Spam: Hidden text & links, keyword repetition etc• Duplicate title tags• Pages with multiple URLs• Non optimised image & video content
  5. 5. 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
  6. 6. Your personal SEO Plan Learning & Planning
  7. 7. 1. Organisational GoalsPrimary Business Goal eg. eCommerce TransactionAdditional Goal eg. Email sign upAdditional Goal eg.ePetitionAdditional Goal eg. Awareness raising, content sharing
  8. 8. Bringing traffic to your site isn’t the same as achieving company goals
  9. 9. 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.
  10. 10. 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?
  11. 11. 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.
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 3. Conversion Goals Goal Target Conversion Potential Conversion Audience Page Landing PageNewsletter sign up Alumni Thank you page Latest news
  16. 16. Tracking & Improving Goals & Conversions
  17. 17. Conversions as Goals
  18. 18. 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
  19. 19. wordle.net
  20. 20. 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?
  21. 21. Data collection time!
  22. 22. Relevance, Popularity & CompetitionKeyword (s) Relevance Popularity CompetitionDigital High 74,000 LowSwitchoverLegal Support High 60,500 MediumStrategic High 480 MediumBusinessConsultancy
  23. 23. 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”
  24. 24. 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
  25. 25. Don’t forget Queries
  26. 26. 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
  27. 27. 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
  28. 28. 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.
  29. 29. Set a baseline
  30. 30. 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)
  31. 31. B2B vs B2CAdvantages & Challenges
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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?
  39. 39. Right click on any page and click “view source”
  40. 40. Meta descriptions can be used bysearch engines to describe links
  41. 41. Writing content for SEO On & off your own site pages
  42. 42. 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
  43. 43. Where should you include keywords?• Headlines• Sub Headlines• Image Descriptions and Alt tags• Main article copy (conservatively)• Link text• Navigation links• Calls to action
  44. 44. However, don’t get hung up on:• Keyword density• Keyword prominence• Subparts / Stems (read, reads etc)• Related terms• Synonyms• Modifiers (science fiction, supernatural fiction)
  45. 45. 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!
  46. 46. 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)
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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.
  51. 51. 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.
  52. 52. 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
  53. 53. Social SearchWhere does social networking fit in?
  54. 54. 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!
  55. 55. EU Cookie Law Help!
  56. 56. 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.
  57. 57. Finallytake a bow
  58. 58. 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

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