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Teaching seo in a classroom
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Teaching seo in a classroom


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  • Interesting picture goes here to keep people amused while you get yourself set up. I used the celebrity from the main case study. (This is a holding image that should be replaced with something relevant to your case study). Secret image from
  • Goal for me today is that when you come to doing things online, you can know what is practical and give you some tools to understand how to proceed and idea of how much work it is to succeed. I want to start off with a fun question – 1 and 2 biggest search engines in the world?
  • OK, so what the biggest search engine in Russia? China? Korea? India?
  • I am the Search and Social manager at, Illustrated London News, a 170 year old publishing co turning to web publishing. Will use [an example client] a lot today. To make it more interesting and relevant I've included a lot of real numbers. So please don’t post or share this data, its not for public consumption
  • You need to understand how search engines work, how search engines change and what you need to do to get your website to #1. Wikipedia is fine as a resource for a general overview of SEO. Don’t worry about all the text too much, just use this as a reference in future if you need it for course work etc
  • What you see here is old school. Lets try some searches that produce new and interesting results. Search “rent house Birmingham” – geographic search page, “Justin Bieber” – real time search page, “how to make pancakes” - informational and video search page. This is a completely different landscape to 1 ,2 ,3 and more years ago, its always changing. And there is no free, just how you pay for SEO vs SEM ranking is different
  • This is why getting to #1 is important. For a term like “online poker” the difference in a single position is worth millions of £ in revenue. This is also why research to pick the right keywords to target is very important. You don’t want to go up against the teams of highly skilled and funded SEOs working in the poker industry if you don’t have the skills or funding to do so
  • For [client example], the bottom has not been done. This makes the higher layers quite tough to succeed on. Bottom layers are onsite changes, how you build and arrange your website. Top layers are offsite, getting traffic to come to your website. Pyramid from SEOmoz, it should be updated to include CRO and testing.
  • Type online poker into Google. What is common in all those results? (Online poker in title, meta description and keyword). Lets have a look at
  • Birmingham News Street train station is important – its very big (onsite) and its got lots of trains coming into it (links) – can see how a search engine would think its important. (from seomoz)
  • Relevant is onpage, putting the right things on your website (the bottom bits of the pyramid), importance is links pointing to you (top bits of the pyramid). Search for “frog” – how many results? 19 million results. Where will your frog page be? How do you beat 19 million other pages?
  • Is this normal? Is our site wrong? Is there a change on the internet that causes this? Competitors or search engine change? Is this the same as last year? The SEO knows!
  • The long tail bbc, online poker vs new red shoes, what colour is the moon?
  • The future is mobile, africa, 3rd world will skip landline broadband
  • But! Overall less than 1% of sales
  • 12 different mobile operating systems, look at blackberry and ipad conversion rates – what do they tell us?
  • These are generic steps to success. If you had a business making bricks or selling beer, these steps would be equally applicable
  • Tells you how Google sees your site when it crawls it – good for finding errors
  • Tells you how users interact with your website – how many, where they come from – websites and countries, what content they visited and tracks it against goals or revenues
  • Paid for 3rd party tools that crawls your site and reports specifically SEO related errors. This is [client website]. Look at pages crawled number – there are only supposed to be 400 pages on the site – there are problems to investigate!
  • Go to GKT, put in some keywords, - what is relevant to your business?
  • Input data from google keyword tool into Orchid Box’s Marco Polo tool - now we look at keywords and cross reference competition with volume to find the keywords we should target first. Gives you an idea of where to start.
  • Input data from google keyword tool into Orchid Box’s Marco Polo tool and it will search the internet and tell you who your biggest competitors are by volume. Good resource if your stuck, go and look at your competitors
  • Now I know who my competitors are. I track my competitors, this data updates about once a month. Total links is the most important number, 3 months ago was 94k links. Also wikipedia was a competitor.
  • There are different ways to get links, and those links can all have different values
  • So if you are google, its pretty clear the rest of the internet thinks this page (ttl homepage) is about the train line. One of the strongest ranking signals, is what text is used to link back to page
  • From the train line. Ive exported the list of linking sites and visited each webpage that links to the homepage to try understand the reasons for linking. This delivers some powerful information for creating a link building plan
  • I know what I want and I know how other people get it
  • We will use all of these channels in the campaign + more like QR codes. Anyone know QR code? Put qr codes into google, do an image search
  • Anyone know [z list celebrity]?Put [z list celebrity] into Google. Find their Facebook Page and her Twitter page – how many fans & followers? Is she a good choice for an online campaign?
  • Key campaign term is [campaign term]– put that into google and tell me what the problem is. Competitors rank for it already! Now go to GKT and put in [campaign term]
  • Help me make a better search result and more relevant page title, metadescription and url with search snippet optimiser
  • Not many keywords, expected since its so unique. BUT they do associate [competitor 1] with the term. Go to seomoz open site explorer and put in the top result for [campaign term] lets see what we are up against!
  • url unfortunately we wont change due to programming restrictions and we will just need to live with
  • We are going to need a lot morel inks from multiple linking root domains. A bit more page authority by getting those links from high quality domains wouldn’t hurt either
  • Wireframe done with Balsamiq
  • Lots of content, video, links back to twitter fb, lots of mention of best fare finder etc, we have even opened the best farefinder part of the widget on this page.
  • Have a look at meajesticseo, see if you can see my work on the site in the last few months. Show Google Analytics content filter – can see traffic to individual page
  • Discuss plan B and what you do if you don’t meet client expectations
  • Put the concepts into the their own companies
  • A bit of fun to end with that drives home the importance of controlling what’s written about you online
  • Transcript

    • 1. Secret image from
    • 2. Run through what we do today
      Who I am what I do
      Technical vs Practical definitions of SEO
      How Search engines work
      Why do we need SEO – some big numbers to impress you
      SEO research, plan, target and measure
      do a few tests at
      How to do SEO with a case study – the new [client] campaign
      Outline the multi agency strategy and then look at specific
      You do SEO – goal, measure, research, plan
      Crazy but true
    • 3. Big numbers
    • 4. me
      Past clients
      Present clients
    • 5. What is SEO - technically
      From Wikipedia
      Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results. Other forms of search engine marketing (SEM) target paid listings.
      In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.
      As an Internet marketing strategy, SEO considers how search engines work and what people search for.
      SEO may target different kinds of search, including image search, local search and video search.
      Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
      Promoting a site to increase the number of backlinks or inbound links, is another SEO tactic.
    • 6. Basically, getting websites into position #1 of the “free” listings
    • 7. #1: that’s where all the traffic goes
    • 8. What is SEO - practically
      • SEO is getting people to your website and getting them to take the actions you want (normally to buy something)
    • SEO turns out to be a lot of things
    • 9. Think about what you put on the internet– do you want people to see it?
      Does this happen by magic or by science?
      Science can be researched, measured and replicated
    • 10. How search engines work
      They Crawl the web
      Imagine the World Wide Web as a network of stops in a big city subway system.
      Each stop is its own unique document (usually a web page, but sometimes a PDF, JPG or other file). The search engines need a way to “crawl” the entire city and find all the stops along the way, so they use the best path available – links.
    • 11. How search engines work
      When a person searches for something online, it requires the search engines to scour their corpus of billions of documents and do two things –
      first, return only those results that are relevant or useful to the searcher’s query
      second, rank those results in order of perceived value (or importance). It is both “relevance” and “importance” that the process of search engine optimization is meant to influence.
    • 12. Why do we need SEO?
      Sales drop by £10 000 a week = £40 000 loss
      Sales drop by £7 000 a week = £42 000 loss
      Sales drop by £9 000 a week = £45 000 loss
      Brand keyword revenue was about 25% up over the same period
    • 13. The pie is big, where do you bite?
    • 14.
    • 15. Mobile growth - exploding
    • 16. Mobile growth – lots to learn
    • 17. How to do SEO
      Know your goals
      Measure onsite
      Measure offsite
      Research (lots of it)
      Measure throughout
    • 18. Set up your ONSITE measurements
      Google webmaster tools
      Google analytics
      3rd party error checking tools like SEOmoz
      Find your success urls to set up your goals
    • 19. Google webmaster tools
    • 20. Google analytics
    • 21. Seomoz crawler
    • 22. Measure OFFSITE
      Google Keyword tools
      Marco Polo (private tool)
      SEOmozOpensite explorer
    • 23. Research: Find your keywords
      Google keyword finder
    • 24. Research: Find your worthwhile keywords
    • 25. Research: find your competitors
    • 26. Measure: track your competitors
    • 27. Research: All the websites linking to TTL hompage
    • 28. Research: the text used to link to TTL homepage
    • 29. Research: learn from competitor backlinks
      • Significant number of links from travel websites. Extra valuable as they also send buying traffic
      • 30. Timebased events are where they have sponsored an event or were linked to as a travel reference from a conference that has now passed
      • 31. A number of links were due to that fact that they could be used as an easy reference for train times
      • 32. I will follow the Twitter users with the [client] twitter account
    • Now I know
      What keywords are important for me
      Who my competitors are for those keywords
      What works for my competitors
      Where they get their links from
      I’m measuring so that I can see the impact of my work over time
      … time to make a plan
    • 33.
    • 34. A big picture – how it all comes together
      [Client] wants to push their [super cool] application over the next 6 months
      Saatchi does overall creative concept, negotiates rights for celebrity that matches their campaign, produces artwork, TV and radio
      A celebrity will be the face of the campaign (show storyboard)
      Online agency must support the campaign, make it more effective and show 6:1 roi for all work undertaken
    • 35. Web Agency supplies online strategy
      SEO provides research and measurement to make sure it all works and measure success
      Agency has some knowledge – Soc Med is powerful, but better if incentivised. Rise in mobile. We also see what works for competitors
      A lot of money is going into promoting the term “[campaign term]”
      ++ Must make sure to rank for key campaign term! ++
    • 36. How does onsite look?
      How does the [client page] look like that will be the landing page of the whole promotion? Put the url into Google.
      What does the search result look like?
    • 37. What keywords do people use for [campaign term]?
    • 38. This is how the new pages will look
      1 Page title
      Current: [current]
      Change to: [new]
      2 Metadescription
      Current: none
      Change to: [new]
    • 39. Get to #1 ASAP - Seomozkeyword research
      Go to seomozopensite explorer and find out what its going to take to beat the current #1
    • 40. The plan
      An incentivised social media competition with lots of partners
      Lots of links, lots of traffic, lots of social sharing stuff
    • 41. Actual example Landing page redacted. This is a good example of one though
    • 42. Remember: measure
      Seomoz – to measure links
      Majestic seo – measure link growth
      Google analytics – to measure traffic to this page
    • 43. What if we don’t get to #1?
      More links – PR
      Tweet and FB more for recency
      Buy links?
    • 44. Now what is your business?
      If you are your business - what do you have to do to rank for your name?
      Search your keywords GKT
      Find competitors – how many links do they have in Seomoz?
      What will your onpage look like?
      What will your SERP look like? (
      Where will you get links?
    • 45. Crazy scenarios
      OMG you got caught taking cocaine at a nightclub, every news paper writes about you
      What will the search results for your name look like?
      OMG your most famous footballer cheats on his wife with a prostitute and gets caught
      OMG your girlfriend found out you cheated on her – and now image search for your name is?
      OMG one of your employees beats someone up and says they love Hitler