SEO Workshop <br />With James Scanlan and Collette Easton<br />
What is Search Engine Optimisation?			<br /><ul><li>Active Practice of improving quality & volume of traffic from search e...
Making content & structure more relevant for key search engine terms</li></li></ul><li>What is the potential?<br /><ul><li...
Reduce non-relevant visits
Create a measurable campaign</li></li></ul><li>What can’t SEO guarantee?<br /><ul><li>That your website will rank at the t...
Knock competitors sites off SERPs
Results if implemented as a one-off project</li></li></ul><li>How Search Engines Work<br /><ul><li>Crawling, Indexing, Sea...
Complex software using algorithms to identify & collect information from web pages
Users query an index not the live internet
Results returned by matching search query
The most relevant pages sit at the top</li></li></ul><li>Getting to the top of Google?<br /><ul><li>Relevance
Popularity</li></li></ul><li>Managing the SEO Project<br /><ul><li>I do, we do, you do</li></li></ul><li>Let’s get started...
Step 2: Keyword research
Step 3: Benchmarking
Step 4: On page optimisation
Step 5: Link Building
Ongoing: Reporting</li></li></ul><li>Step 1: Business objectives<br />
Step 1: Business objectives<br /><ul><li>Important step – don’t create an aimless campaign
Business objectives should form the basis of the SEO goals, which should translate into revenue’
SEO goals are essential to realise the business objectives</li></li></ul><li>Step 1: Business objectives<br /><ul><li>Incr...
Increase revenue generated from website
Get ahead of competitors X, Y & Z
Launch new service
Improve existing services visibility
Drive down marketing & advertising costs
How results are measured</li></li></ul><li>Step1: Search Goals<br /><ul><li>Without identifying a set of specific to-do’s ...
SEO initiatives should not focus on hundreds of web pages, when only a handful of important landing pages turn visits into...
Get to top of Google for local listings
Complete on page optimisation for all important pages
Enquiry form
What are examples of important pages?
Identify competitor SEO strategy
Generate subject specific & relevant back links
Blogs
Directories</li></li></ul><li>Step 2: Keyword Research<br />
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PracticeWEB SEO Workshop

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  • Introductions:Collette EastonMyself – Head of Client Services/Head ConsultantFire drill etc.
  • Group discussion:IntroductionsWhoWhereWhatWhat is happeningWhat do you want from today
  • PracticeWEB SEO Workshop

    1. 1. SEO Workshop <br />With James Scanlan and Collette Easton<br />
    2. 2. What is Search Engine Optimisation? <br /><ul><li>Active Practice of improving quality & volume of traffic from search engines
    3. 3. Making content & structure more relevant for key search engine terms</li></li></ul><li>What is the potential?<br /><ul><li>Add credibility to a website due to the editorial nature of search engine results
    4. 4. Reduce non-relevant visits
    5. 5. Create a measurable campaign</li></li></ul><li>What can’t SEO guarantee?<br /><ul><li>That your website will rank at the top for every search engine, for every search phrase
    6. 6. Knock competitors sites off SERPs
    7. 7. Results if implemented as a one-off project</li></li></ul><li>How Search Engines Work<br /><ul><li>Crawling, Indexing, Search Queries, Ranking
    8. 8. Complex software using algorithms to identify & collect information from web pages
    9. 9. Users query an index not the live internet
    10. 10. Results returned by matching search query
    11. 11. The most relevant pages sit at the top</li></li></ul><li>Getting to the top of Google?<br /><ul><li>Relevance
    12. 12. Popularity</li></li></ul><li>Managing the SEO Project<br /><ul><li>I do, we do, you do</li></li></ul><li>Let’s get started:<br />Marketing your Practice<br /><ul><li>Step 1: Business objectives & Search Goals
    13. 13. Step 2: Keyword research
    14. 14. Step 3: Benchmarking
    15. 15. Step 4: On page optimisation
    16. 16. Step 5: Link Building
    17. 17. Ongoing: Reporting</li></li></ul><li>Step 1: Business objectives<br />
    18. 18. Step 1: Business objectives<br /><ul><li>Important step – don’t create an aimless campaign
    19. 19. Business objectives should form the basis of the SEO goals, which should translate into revenue’
    20. 20. SEO goals are essential to realise the business objectives</li></li></ul><li>Step 1: Business objectives<br /><ul><li>Increase online brand awareness
    21. 21. Increase revenue generated from website
    22. 22. Get ahead of competitors X, Y & Z
    23. 23. Launch new service
    24. 24. Improve existing services visibility
    25. 25. Drive down marketing & advertising costs
    26. 26. How results are measured</li></li></ul><li>Step1: Search Goals<br /><ul><li>Without identifying a set of specific to-do’s the project cannot take shape and task responsibility cannot be assigned
    27. 27. SEO initiatives should not focus on hundreds of web pages, when only a handful of important landing pages turn visits into prospects</li></li></ul><li>Step1: Search Goal Examples<br /><ul><li>Reporting KPIs understood
    28. 28. Get to top of Google for local listings
    29. 29. Complete on page optimisation for all important pages
    30. 30. Enquiry form
    31. 31. What are examples of important pages?
    32. 32. Identify competitor SEO strategy
    33. 33. Generate subject specific & relevant back links
    34. 34. Blogs
    35. 35. Directories</li></li></ul><li>Step 2: Keyword Research<br />
    36. 36. Step 2: Keyword Research<br /><ul><li>Identifying the keywords users specifically search on is crucial</li></li></ul><li>Step 2: Keyword Research (broken image)<br />
    37. 37. Step 3: Benchmarking Activity<br />
    38. 38. Step 3: Benchmarking Activity<br /><ul><li>Business objectives and search goals should of identified the KPIs to be used for reporting
    39. 39. Pages Indexed
    40. 40. Keyword positions
    41. 41. Back link analysis
    42. 42. Analytics
    43. 43. Traffic
    44. 44. Goals
    45. 45. Alexa Rank</li></li></ul><li>Step 3: Pages Indexed (broken image)<br /><ul><li>Ask Google how many of your sites pages have been indexed </li></li></ul><li>Step 3: Keyword Positions<br /><ul><li>Conduct keyword searches on your chosen engines to identify rises & falls in positioning</li></li></ul><li>Step 3: Back link analysis<br />
    46. 46. Step 3: Site Analytics<br /><ul><li>Visits
    47. 47. Length of time on page
    48. 48. Bounce rate
    49. 49. Goals</li></li></ul><li>Step 3: Alexa Ranking <br /><ul><li>What ‘number’ is your site in the UK?</li></li></ul><li>Step 3: On page optimisation<br /><ul><li>Page titles
    50. 50. Page meta descriptions
    51. 51. Better anchor text
    52. 52. Image ALT tags & filenames
    53. 53. http://googlewebmastercentral.blogspot.com/2010/09/seo-starter-guide-updated.html
    54. 54. Use Google Webmaster Tools content analysis section to confirm correct length and duplication issues</li></li></ul><li>Step 4: On page optimisation <br />
    55. 55. Step 4: Page titles <br />
    56. 56. Step 4: Unique meta descriptions <br />
    57. 57. Step 4: Better anchor text<br />
    58. 58. Step 4: Optimise Images<br />
    59. 59. Step 4: Sitemaps<br /><ul><li>Sitemap for users
    60. 60. XML Sitemap for Google </li></li></ul><li>Step 5: Link Building<br />
    61. 61. Step 5: Link Building<br /><ul><li>Discovered how many sites link to your site
    62. 62. How many are trusted & authoritative?
    63. 63. Specialize in your business area
    64. 64. Has Page Rank to transfer
    65. 65. Has the keyword somewhere in the link anchor or the page is about the keyword
    66. 66. What can you bring to the party?
    67. 67. Brains, Money or Hard work</li></li></ul><li>Step 5: How to Build Links<br /><ul><li>Get relevant curated resources to include you
    68. 68. Get news articles to reference you
    69. 69. Get suppliers & customers to link to you
    70. 70. Get websites to use your widgets & badges
    71. 71. Get writer with blogs to mention you
    72. 72. Get individuals in forums & social media sites talking
    73. 73. Submit relevant useful comments with links in signatures
    74. 74. Submit to quality directories
    75. 75. Submit PR & articles</li></li></ul><li>Ongoing<br />
    76. 76. The Long Haul<br /><ul><li>Plan for 12 months, set realistic expectations
    77. 77. Plan when & how you will review progress
    78. 78. Ensure that tasks are journalled
    79. 79. Create actionable items for the coming months
    80. 80. Assign responsibility for different reporting areas
    81. 81. Internal responsibility with no external help needs at least 4 hours per week dedicated</li>
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