0
An Introduction to SEO
Guest Lecture by Benjamin Morel
An Introduction To
Me
2

An Introduction to SEO: An Oxford Brookes Guest Lecture
An Introduction To Me

Benjamin
Morel
Project Manager and Digital Marketer

@BenjaminMorel
Linkedin.com/in/benmorel
ben@ob...
An Introduction To Me

Obergine
Creative Digital Agency

@Obergine

Linkedin.com/company/obergine
Obergine.com
Slideshare....
What is SEO?

5

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?
First: Search Engine Results Pages (SERPs)

6

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?

Paid
search
listings
(ads)

7

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?

Organic
Listings:
you can’t
pay!
8

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?

Or
universal
listings
9

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?

SEO is the attempt to gain

search engines’ organic

visibility in

and universal

results with the aim of d...
How do Search
Engines Work?
11

An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?

“Our goal is to make it as

easy as possible

for you to find the information you need and get
the things th...
What is SEO?

13

An Introduction to SEO: An Oxford Brookes Guest Lecture
How do Search Engines Work?

14

An Introduction to SEO: An Oxford Brookes Guest Lecture
How do Search Engines Work?

15

An Introduction to SEO: An Oxford Brookes Guest Lecture
How do Search Engines Work?

16

An Introduction to SEO: An Oxford Brookes Guest Lecture
How Do We Achieve SERP Visibility?

Links ≈ Citations

17

An Introduction to SEO: An Oxford Brookes Guest Lecture
How Do We Increase
Our Visibility?

18

An Introduction to SEO: An Oxford Brookes Guest Lecture
How Do We Achieve SERP Visibility?

By Creating

19

Value

An Introduction to SEO: An Oxford Brookes Guest Lecture
How Do We Achieve SERP Visibility?

“The more creative you are or the

better

the experience is with your website, the
mo...
How Do We Create
Value?

21

An Introduction to SEO: An Oxford Brookes Guest Lecture
1. Have A Site That Works Well

22

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Have A Site That Works

Use search

engine friendly URLs:

they keep people happy as well.

23

An Introduct...
Create Value: Have A Site That Works

Which URL means more?
http://www.linkedin.com/profile/view?id=95330226

or
http://ww...
Create Value: Have A Site That Works

<title> elements and META

descriptions are your shop window.

25

An Introduction t...
Create Value: Have A Site That Works

Which would you click?

26

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Have A Site That Works

Search engine
friendly URL

27

Not-so
friendly URL

An Introduction to SEO: An Oxfo...
Create Value: Have A Site That Works

Unique
<title> tags

28

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Have A Site That Works

Unique META
description

29

No META
description

An Introduction to SEO: An Oxford ...
Create Value: Have A Site That Works

content they need
and do it quickly

Serve people with the

30

An Introduction to S...
Create Value: Have A Site That Works

47% of people expect a web page to load in

2 seconds or less
http://blog.kissmetric...
Create Value: Have A Site That Works

Intuit took average page load time from 15s to

5-6s. They boosted conversion rates ...
Create Value: Have A Site That Works

How do search engines know when I’ve written
something?

33

An Introduction to SEO:...
Create Value: Have A Site That Works

How do search engines know when I’ve written
something?

34

An Introduction to SEO:...
Create Value: Have A Site That Works
How do search engines know I wrote this?

35

An Introduction to SEO: An Oxford Brook...
Create Value: Have A Site That Works

They read

Structured Data
36

An Introduction to SEO: An Oxford Brookes Guest Lectu...
Create Value: Have A Site That Works
<p>

My name is Benjamin Morel. I have a profile
on <a
href=“http://twitter.com/benja...
Create Value: Have A Site That Works
<p itemscope itemtype="http://data-vocabulary.org/Person">

My name is <span itemprop...
Create Value: Have A Site That Works
<p itemscope itemtype="http://data-vocabulary.org/Person">

My name is <span itemprop...
Create Value: Have A Site That Works
Look! Google knows it was written by me!

40

An Introduction to SEO: An Oxford Brook...
Create Value: Have A Site That Works
Look! Google knows it was written by me!

41

An Introduction to SEO: An Oxford Brook...
Create Value: Have A Site That Works

Structured
data gives
rich
snippets

42

An Introduction to SEO: An Oxford Brookes G...
Create Value: Have A Site That Works

“Rich snippets… help you communicate a clear,
unique value

proposition and establis...
2. Create Great Sales Pages

44

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Great Sales Pages
Not-So-Great

http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall...
Create Value: Great Sales Pages
Great

http://www.zappos.com/hunter-hunter-original-black
46

An Introduction to SEO: An O...
Create Value: Great Sales Pages
Not-So-Great

Minimal
product
info

http://www.countryattire.com/shop-by-brand/hunter-boot...
Create Value: Great Sales Pages
Great

Look at
all that
useful
info!

http://www.zappos.com/hunter-hunter-original-black
4...
Create Value: Great Sales Pages
Great
Reviews
build
trust

http://www.zappos.com/hunter-hunter-original-black
49

An Intro...
Create Value: Great Sales Pages
Great

Size
guide

Size
guide
accuracy.
More
trust
building

http://www.zappos.com/hunter-...
Create Value: Great Sales Pages
Not-So-Great
Tiny
colours,
not even
on this
page

http://www.countryattire.com/shop-by-bra...
Create Value: Great Sales Pages
Great
Easily
compare
colours,
with
context

http://www.zappos.com/hunter-hunter-original-b...
Create Value: Great Sales Pages

Give your customers useful

that they can’t

information

find anywhere else.

Make them ...
3. Have great design

54

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Great Design

http://livingedge.com.au/shop/
55

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Great Design

What We See

What Robots Would See

http://livingedge.com.au/shop/
56

An Introduction to SEO:...
Create Value: Great Design

57

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Great Design

Robots
can read
this

58

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Great Design

Make your design person

59

An Introduction to SEO: An Oxford Brookes Guest Lecture

friendly...
Create Value: Great Design
Not person friendly

http://cavs.mit.edu/

60

An Introduction to SEO: An Oxford Brookes Guest ...
Create Value: Great Design
Person friendly

http://www.hubspot.com

61

An Introduction to SEO: An Oxford Brookes Guest Le...
Create Value: Great Design

Great design helps everyone find the value
in your offering.

62

An Introduction to SEO: An O...
4. Create Remarkable content

63

An Introduction to SEO: An Oxford Brookes Guest Lecture
Create Value: Remarkable Content

“Cows, after you’ve seen them for a while, are
boring. They may be perfect cows, attract...
Create Value: Remarkable Content

“A Purple

Cow, though. Now that

would be interesting.” – Seth Godin

Seth Godin, Purpl...
Create Value: Remarkable Content

People don’t talk about good.

They talk about
remarkable
66
Create Value: Remarkable Content

In the latest Moz correlation survey all

of the

top 44 ranking factors related to link...
Create Value: Remarkable Content

Getting all four of these right

creates clear value
68
Where Do Keywords Fit?

69

An Introduction to SEO: An Oxford Brookes Guest Lecture
Where Do Keywords Fit?

Keywords = aggregated search queries

70
Where Do Keywords Fit?

They give us targets to aim for.

71
Where Do Keywords Fit?

They help us target the right audience

72
Create Value: Where Do Keywords Fit?

They help set context:
Where is the person in the buying

process?

What are their a...
Where Do Keywords Fit?
Topic vectors
Wellington

Wellington

Welly

Wellesley

New Zealand

Boot

Waterloo

North Island

...
Where Do Keywords Fit?
Topic vectors

Shoes

Cities
75
Where Do Keywords Fit?
Topic vectors
Boots

Shoes
Capital of
New Zealand
Cities
76
Where Do Keywords Fit?
Topic vectors
Boots

Wellington
Shoes
Capital of
New Zealand
Cities
77
Where Do Keywords Fit?
Good on-page SEO looks a lot like good writing
An Introduction to SEO
SEO
search engines
keywords
S...
Where Do Keywords Fit?

Remember, rankings are less important
than revenue

79
How Do We Get
Exposure For Our
Valuable Content?

80

An Introduction to SEO: An Oxford Brookes Guest Lecture
How do we get Exposure?

By building relationships

81
How do we get Exposure?

Social media is an invaluable part of SEO.

Make its use a core part of your strategy.

82
How do we get Exposure?

Find influencers who may be interested in

your content – and be interested in them.

83
When Does The SEO
Process Finish?

84

An Introduction to SEO: An Oxford Brookes Guest Lecture
When Does The SEO Process Finish?

Never!
The search landscape changes: guest blogging,
HTML5, Google+, the knowledge grap...
When Does The SEO Process Finish?

Never!
There will always be someone smarter,
cleverer, more creative, quicker off the m...
To Conclude

87

An Introduction to SEO: An Oxford Brookes Guest Lecture
To Conclude

1. SEO is all about organic search visibility and
driving revenue
2. That visibility and revenue comes from
p...
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An introduction to SEO for beginner. From what SEO is, to how search engines work, to how to optimise websites for search engines and people. Originally a slide deck for a guest lecture given to the Department of Marketing, Faculty of Business, Oxford Brookes University

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Transcript of "An Introduction to SEO: Guest Lecture"

  1. 1. An Introduction to SEO Guest Lecture by Benjamin Morel
  2. 2. An Introduction To Me 2 An Introduction to SEO: An Oxford Brookes Guest Lecture
  3. 3. An Introduction To Me Benjamin Morel Project Manager and Digital Marketer @BenjaminMorel Linkedin.com/in/benmorel ben@obergine.com 3 An Introduction to SEO: An Oxford Brookes Guest Lecture
  4. 4. An Introduction To Me Obergine Creative Digital Agency @Obergine Linkedin.com/company/obergine Obergine.com Slideshare.net/obergine 4 An Introduction to SEO: An Oxford Brookes Guest Lecture
  5. 5. What is SEO? 5 An Introduction to SEO: An Oxford Brookes Guest Lecture
  6. 6. What is SEO? First: Search Engine Results Pages (SERPs) 6 An Introduction to SEO: An Oxford Brookes Guest Lecture
  7. 7. What is SEO? Paid search listings (ads) 7 An Introduction to SEO: An Oxford Brookes Guest Lecture
  8. 8. What is SEO? Organic Listings: you can’t pay! 8 An Introduction to SEO: An Oxford Brookes Guest Lecture
  9. 9. What is SEO? Or universal listings 9 An Introduction to SEO: An Oxford Brookes Guest Lecture
  10. 10. What is SEO? SEO is the attempt to gain search engines’ organic visibility in and universal results with the aim of driving revenue 10 An Introduction to SEO: An Oxford Brookes Guest Lecture
  11. 11. How do Search Engines Work? 11 An Introduction to SEO: An Oxford Brookes Guest Lecture
  12. 12. What is SEO? “Our goal is to make it as easy as possible for you to find the information you need and get the things that you need to do done” - Google http://www.google.co.uk/about/company/products/ 12 An Introduction to SEO: An Oxford Brookes Guest Lecture
  13. 13. What is SEO? 13 An Introduction to SEO: An Oxford Brookes Guest Lecture
  14. 14. How do Search Engines Work? 14 An Introduction to SEO: An Oxford Brookes Guest Lecture
  15. 15. How do Search Engines Work? 15 An Introduction to SEO: An Oxford Brookes Guest Lecture
  16. 16. How do Search Engines Work? 16 An Introduction to SEO: An Oxford Brookes Guest Lecture
  17. 17. How Do We Achieve SERP Visibility? Links ≈ Citations 17 An Introduction to SEO: An Oxford Brookes Guest Lecture
  18. 18. How Do We Increase Our Visibility? 18 An Introduction to SEO: An Oxford Brookes Guest Lecture
  19. 19. How Do We Achieve SERP Visibility? By Creating 19 Value An Introduction to SEO: An Oxford Brookes Guest Lecture
  20. 20. How Do We Achieve SERP Visibility? “The more creative you are or the better the experience is with your website, the more likely you are to be successful” – Matt Cutts http://www.stonetemple.com/link-building-is-not-illegal-or-bad/ 20 An Introduction to SEO: An Oxford Brookes Guest Lecture
  21. 21. How Do We Create Value? 21 An Introduction to SEO: An Oxford Brookes Guest Lecture
  22. 22. 1. Have A Site That Works Well 22 An Introduction to SEO: An Oxford Brookes Guest Lecture
  23. 23. Create Value: Have A Site That Works Use search engine friendly URLs: they keep people happy as well. 23 An Introduction to SEO: An Oxford Brookes Guest Lecture
  24. 24. Create Value: Have A Site That Works Which URL means more? http://www.linkedin.com/profile/view?id=95330226 or http://www.linkedin.com/profile/benmorel 24 An Introduction to SEO: An Oxford Brookes Guest Lecture
  25. 25. Create Value: Have A Site That Works <title> elements and META descriptions are your shop window. 25 An Introduction to SEO: An Oxford Brookes Guest Lecture
  26. 26. Create Value: Have A Site That Works Which would you click? 26 An Introduction to SEO: An Oxford Brookes Guest Lecture
  27. 27. Create Value: Have A Site That Works Search engine friendly URL 27 Not-so friendly URL An Introduction to SEO: An Oxford Brookes Guest Lecture
  28. 28. Create Value: Have A Site That Works Unique <title> tags 28 An Introduction to SEO: An Oxford Brookes Guest Lecture
  29. 29. Create Value: Have A Site That Works Unique META description 29 No META description An Introduction to SEO: An Oxford Brookes Guest Lecture
  30. 30. Create Value: Have A Site That Works content they need and do it quickly Serve people with the 30 An Introduction to SEO: An Oxford Brookes Guest Lecture
  31. 31. Create Value: Have A Site That Works 47% of people expect a web page to load in 2 seconds or less http://blog.kissmetrics.com/loading-time/ 31 An Introduction to SEO: An Oxford Brookes Guest Lecture
  32. 32. Create Value: Have A Site That Works Intuit took average page load time from 15s to 5-6s. They boosted conversion rates by 14% http://velocityconf.com/velocityny2013/public/schedule/detail/30146 32 An Introduction to SEO: An Oxford Brookes Guest Lecture
  33. 33. Create Value: Have A Site That Works How do search engines know when I’ve written something? 33 An Introduction to SEO: An Oxford Brookes Guest Lecture
  34. 34. Create Value: Have A Site That Works How do search engines know when I’ve written something? 34 An Introduction to SEO: An Oxford Brookes Guest Lecture
  35. 35. Create Value: Have A Site That Works How do search engines know I wrote this? 35 An Introduction to SEO: An Oxford Brookes Guest Lecture
  36. 36. Create Value: Have A Site That Works They read Structured Data 36 An Introduction to SEO: An Oxford Brookes Guest Lecture
  37. 37. Create Value: Have A Site That Works <p> My name is Benjamin Morel. I have a profile on <a href=“http://twitter.com/benjaminmorel> Twitter</a>. </p> 37 An Introduction to SEO: An Oxford Brookes Guest Lecture
  38. 38. Create Value: Have A Site That Works <p itemscope itemtype="http://data-vocabulary.org/Person"> My name is <span itemprop=“name” rel=“author”> Benjamin Morel</span>. I have a profile on <a href=http://twitter.com/benjaminmorel itemprop=“sameas”> Twitter</a>. </p> 38 An Introduction to SEO: An Oxford Brookes Guest Lecture
  39. 39. Create Value: Have A Site That Works <p itemscope itemtype="http://data-vocabulary.org/Person"> My name is <span itemprop=“name” rel=“author”> Benjamin Morel</span>. I have a profile on <a href=http://twitter.com/benjaminmorel itemprop=“sameas”> Twitter</a>. </p > 39 An Introduction to SEO: An Oxford Brookes Guest Lecture
  40. 40. Create Value: Have A Site That Works Look! Google knows it was written by me! 40 An Introduction to SEO: An Oxford Brookes Guest Lecture
  41. 41. Create Value: Have A Site That Works Look! Google knows it was written by me! 41 An Introduction to SEO: An Oxford Brookes Guest Lecture
  42. 42. Create Value: Have A Site That Works Structured data gives rich snippets 42 An Introduction to SEO: An Oxford Brookes Guest Lecture
  43. 43. Create Value: Have A Site That Works “Rich snippets… help you communicate a clear, unique value proposition and establish a competitive advantage” – Hubspot http://blog.hubspot.com/marketing/power-google-rich-snippets-ecommerce-seo-ht 43 An Introduction to SEO: An Oxford Brookes Guest Lecture
  44. 44. 2. Create Great Sales Pages 44 An Introduction to SEO: An Oxford Brookes Guest Lecture
  45. 45. Create Value: Great Sales Pages Not-So-Great http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html 45 An Introduction to SEO: An Oxford Brookes Guest Lecture
  46. 46. Create Value: Great Sales Pages Great http://www.zappos.com/hunter-hunter-original-black 46 An Introduction to SEO: An Oxford Brookes Guest Lecture
  47. 47. Create Value: Great Sales Pages Not-So-Great Minimal product info http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html 47 An Introduction to SEO: An Oxford Brookes Guest Lecture
  48. 48. Create Value: Great Sales Pages Great Look at all that useful info! http://www.zappos.com/hunter-hunter-original-black 48 An Introduction to SEO: An Oxford Brookes Guest Lecture
  49. 49. Create Value: Great Sales Pages Great Reviews build trust http://www.zappos.com/hunter-hunter-original-black 49 An Introduction to SEO: An Oxford Brookes Guest Lecture
  50. 50. Create Value: Great Sales Pages Great Size guide Size guide accuracy. More trust building http://www.zappos.com/hunter-hunter-original-black 50 An Introduction to SEO: An Oxford Brookes Guest Lecture
  51. 51. Create Value: Great Sales Pages Not-So-Great Tiny colours, not even on this page http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html 51 An Introduction to SEO: An Oxford Brookes Guest Lecture
  52. 52. Create Value: Great Sales Pages Great Easily compare colours, with context http://www.zappos.com/hunter-hunter-original-black 52 An Introduction to SEO: An Oxford Brookes Guest Lecture
  53. 53. Create Value: Great Sales Pages Give your customers useful that they can’t information find anywhere else. Make them trust you and give them a reason to buy 53 from you, not anybody else. An Introduction to SEO: An Oxford Brookes Guest Lecture
  54. 54. 3. Have great design 54 An Introduction to SEO: An Oxford Brookes Guest Lecture
  55. 55. Create Value: Great Design http://livingedge.com.au/shop/ 55 An Introduction to SEO: An Oxford Brookes Guest Lecture
  56. 56. Create Value: Great Design What We See What Robots Would See http://livingedge.com.au/shop/ 56 An Introduction to SEO: An Oxford Brookes Guest Lecture
  57. 57. Create Value: Great Design 57 An Introduction to SEO: An Oxford Brookes Guest Lecture
  58. 58. Create Value: Great Design Robots can read this 58 An Introduction to SEO: An Oxford Brookes Guest Lecture
  59. 59. Create Value: Great Design Make your design person 59 An Introduction to SEO: An Oxford Brookes Guest Lecture friendly.
  60. 60. Create Value: Great Design Not person friendly http://cavs.mit.edu/ 60 An Introduction to SEO: An Oxford Brookes Guest Lecture
  61. 61. Create Value: Great Design Person friendly http://www.hubspot.com 61 An Introduction to SEO: An Oxford Brookes Guest Lecture
  62. 62. Create Value: Great Design Great design helps everyone find the value in your offering. 62 An Introduction to SEO: An Oxford Brookes Guest Lecture
  63. 63. 4. Create Remarkable content 63 An Introduction to SEO: An Oxford Brookes Guest Lecture
  64. 64. Create Value: Remarkable Content “Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring.” 64 An Introduction to SEO: An Oxford Brookes Guest Lecture
  65. 65. Create Value: Remarkable Content “A Purple Cow, though. Now that would be interesting.” – Seth Godin Seth Godin, Purple Cow (Penguin Books) 65 An Introduction to SEO: An Oxford Brookes Guest Lecture
  66. 66. Create Value: Remarkable Content People don’t talk about good. They talk about remarkable 66
  67. 67. Create Value: Remarkable Content In the latest Moz correlation survey all of the top 44 ranking factors related to links, social media interaction, and trust. http://moz.com/search-ranking-factors 67
  68. 68. Create Value: Remarkable Content Getting all four of these right creates clear value 68
  69. 69. Where Do Keywords Fit? 69 An Introduction to SEO: An Oxford Brookes Guest Lecture
  70. 70. Where Do Keywords Fit? Keywords = aggregated search queries 70
  71. 71. Where Do Keywords Fit? They give us targets to aim for. 71
  72. 72. Where Do Keywords Fit? They help us target the right audience 72
  73. 73. Create Value: Where Do Keywords Fit? They help set context: Where is the person in the buying process? What are their aims with this search? 73
  74. 74. Where Do Keywords Fit? Topic vectors Wellington Wellington Welly Wellesley New Zealand Boot Waterloo North Island Rubber Duke Hutt Rain 74 Wellington Napoleon Russell Crowe
  75. 75. Where Do Keywords Fit? Topic vectors Shoes Cities 75
  76. 76. Where Do Keywords Fit? Topic vectors Boots Shoes Capital of New Zealand Cities 76
  77. 77. Where Do Keywords Fit? Topic vectors Boots Wellington Shoes Capital of New Zealand Cities 77
  78. 78. Where Do Keywords Fit? Good on-page SEO looks a lot like good writing An Introduction to SEO SEO search engines keywords SEO rankings optimisation SEO and Digital Marketing 78
  79. 79. Where Do Keywords Fit? Remember, rankings are less important than revenue 79
  80. 80. How Do We Get Exposure For Our Valuable Content? 80 An Introduction to SEO: An Oxford Brookes Guest Lecture
  81. 81. How do we get Exposure? By building relationships 81
  82. 82. How do we get Exposure? Social media is an invaluable part of SEO. Make its use a core part of your strategy. 82
  83. 83. How do we get Exposure? Find influencers who may be interested in your content – and be interested in them. 83
  84. 84. When Does The SEO Process Finish? 84 An Introduction to SEO: An Oxford Brookes Guest Lecture
  85. 85. When Does The SEO Process Finish? Never! The search landscape changes: guest blogging, HTML5, Google+, the knowledge graph, universal results, structured data. They’ve all changed in the last three years. 85 An Introduction to SEO: An Oxford Brookes Guest Lecture
  86. 86. When Does The SEO Process Finish? Never! There will always be someone smarter, cleverer, more creative, quicker off the mark, better connected, or more interesting than you. And you will always need to beat them. 86 An Introduction to SEO: An Oxford Brookes Guest Lecture
  87. 87. To Conclude 87 An Introduction to SEO: An Oxford Brookes Guest Lecture
  88. 88. To Conclude 1. SEO is all about organic search visibility and driving revenue 2. That visibility and revenue comes from providing value 3. Value comes from technical competence, good design, and remarkable content 4. Keywords give you targets (not goals) 5. You need to convince people of your content’s value. Build relationships with them 6. SEO is an on-going process not a campaign 88 An Introduction to SEO: An Oxford Brookes Guest Lecture
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