An Introduction to SEO: Guest Lecture

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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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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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