What does good SEO look like?


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Webinar by Pauley Creative on what SEO looks like on a website. 7 tasks which can be performed on any site to see if they contain the basic SEO elements - are you ahead? on par? or below competition?

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  • Welcome folks Why doing this webinar…..give you 7 quick things you can check to see if your website (and your competitors) have any SEO signals.
  • SEO is a process Starts of with understanding your audience, key behaviours, information needs. Choosing the right keywords – measuring Optimise the site Off page is SEO away from your website – in the main its link building Reporting which we’ll cover later on And then reviewing – are the keywords we chose working? Any other opportunities we have discovered?
  • SEO can be used for increasing visibility in order to increase traffic to the website Utimately you also
  • Elements of a Google listing Page title is a key on-site ranking factor – how descriptive and relevant is the page title to the users search term ? URLs Description – acts as a snippet of what’s on the following page – brief overview.
  • Page titles appear at the top of the browser In the code of the website Appears as the blue text on a listing Test different descriptions to see which descriptions increase traffic – maybe one that is written with a specifier in mind gets more traffic than a homeowner. These elements should be controlled by your CMS
  • URL’s need to be clean, structured and contain keywords – don’t stuff Example of a bad URL – no indication of what the page is about
  • Quite complex this one. Canonicalization is the process of picking the best url when there are several choices, and it usually refers to home pages. Essentially what we are doing is to see if a redirect is in place from the non-www. to the www. version of the website. This tells SE’s which one is preferred Johnbrash.co.uk is a homepage www.johnbrash.co.uk is a homepage too So is www.johnbrash.co.uk/index.html Essentially, it’s the same content on two different domains according to search engines.
  • A sitemap tells search engines how your website is structured and all the pages on your site A sitemap is submitted to search engines and they use this to crawl the website Not all of the website is crawled all of the time – some pages may never get discovered. Check if your website has a sitemap by typing /sitemap.xml or /sitem_index.xml for WP sites
  • Robots.txt files tell search engines which pages and folders in your site not to crawl and index. Security and accessibility. Don’t want people coming in on a confirmation page – thank you for registering.
  • Internal links is another important on-site ranking factor Use descriptive phrases to link to other key pages Helps search engines find and connect relevant pages together
  • Images need to be optimised also. Google can’t see remember – it can read though. So all of your images need to have descriptive ‘alt tags’ which are the tags images use to describe what the image is about/shown Some visually minded people may search using Google images – architects, landscapers, interior designers.
  • If you’re planning a new site – you need to have full control over page titles Ensure the website is well structured and there is a clear hierarchy of categories and products Ensure you know what the opportunities are for growth – sometimes some phrases just don’t work out so you need to change course Knowing who your competition is online – not the same as competition offline – and learn about why they are there in the results pages. Are you competing against e-commerce sites aimed at the residential market?
  • What does good SEO look like?

    1. 1. What does good SEO look like on a website?
    2. 2. Pritesh Patel Digital Marketing Manager 7 years working for product manufacturers, 2.5 years agency side Responsible for auditing, strategy planning and measuring performance
    3. 3. What is SEO?SEO is a process – process for affecting the visibility of a websiteor webpage in search engines natural listings
    4. 4. Objectives for SEOTo grow and generate better quality traffic to our site from non-brandedsearch terms (raise brand awareness)To diversify our range of keywords to target topics, markets or themes suchas Green Deal, CFSH, Contemporary Architecture or BSXXXX
    5. 5. Search Phrases Differ
    6. 6. Anatomy of a Google ListingPage titleURLDescription Page titles: 60-70 characters to play with inc. spaces URL’s: Ensure consistency, contains keywords Description: Descriptive copy outlining contents of page
    7. 7. 7 things you can do today to check if your website has the basics of SEO
    8. 8. Check 1 – Page titles & Descriptions X Keep testing different descriptions depending on who you are targeting – technical focused or design focused?
    9. 9. Check 2 – URL’sURL’s need to be clean and show structureWhat is this page all about? Avoid numbers, symbols and random words
    10. 10. Check 3 – Redirects www.johnbrash.co.uk johnbrash.co.uk
    11. 11. Check 4 – SitemapSitemaps tell search engines how your website is structured andwhich pages are priority Sitemaps can speed up indexing of new content & crawl frequency
    12. 12. Check 5 – Robots.txtRobots.txt files tell search engines which pages not to index orfolders not to crawl Exclude all ‘thank you’ pages – you don’t want people entering your site on a ‘thank you for contacting us’ page
    13. 13. Check 6 – Internal Links Link from well crafted, descriptive phrases to pages which are about that topic
    14. 14. Check 7 – ImagesSearch engines can’t see images. You need to tell search engineswhat the image is showing. Ensure images are descriptive and contain keywords also
    15. 15. Summary1. Page titles, descriptions and headers are descriptive2. URL’s are clean and well structured3. Redirects are in place – www and non-www’s4. Sitemap is present, no error occurs or 404 page5. Robots.txt file is found, no error page6. Body copy on every page has 2-3 internal links to other key pages7. Images have descriptive ‘alt tags’ & contain keywords
    16. 16. Let’s do those 7 things on a site
    17. 17. Questions to Ask Will my CMS allow me What are my top 10 non- to change page titles, branded search terms for descriptions and headers traffic and enquiries/sign without affecting other ups/downloads? elements of the page? Where are the Who are my competitors opportunities for growth online and what can you and how will we do it? tell me about their SEO efforts?
    18. 18. MeasurementMeasure SEO using the following metrics: Traffic from non-branded search terms # of search terms (total) # of non-branded search terms # of website goals generated from non-brand search traffic Search Engine Rankings (only panic if your ranking drops by >10 listings)
    19. 19. MeasurementTraffic from non-brand keywords
    20. 20. So what does a well optimisedwebsite look like?1. Page titles, descriptions and headers are descriptive2. URL’s are clean and well structured3. Redirects are in place – www and non-www’s4. Sitemap is present, no error page or 404 page5. Robots.txt file is found, no error page or 404 page6. Body copy on every page has some internal links to key pages7. Images have descriptive ‘alt tags’ & contain keywords
    21. 21. Any Questions… @priteshpatel9 /priteshpatel9 /pauley-creative pritesh.patel@pauleycreative.co.uk /pauleycreative www.pauleycreative.co.uk/blog