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    SEO training workshop 2013 update SEO training workshop 2013 update Presentation Transcript

    • Consultant/Director – ThinkSearchAccount Director – Bloom Social BusinessSearch Specialist – Fortune CookieOperations & Account Director – No Pork PiesDirector of Strategy – CubeworksDirector of Strategy & Communications – Fresh EggSocial Media Analyst – iCrossingKnowledge Manager – iCrossingAccount Director – SpannerworksWeb Designer - SpannerworksBar Manager – Browns RestaurantTraining:Econsultancy, Turner Media, Virgin Atlantic, Admiral, BAA, LandsEnd, Mars Drinks, Escape StudiosClients:HBOS, GCAP, P&O, Sanctuary Spa, iwantoneofthose.com, JustEat, Liberty of LondonKnowledge Management:Social Intranet, workshop programs, lunch ‘n’ learn, PDP, Strategicplanning GroupOther:Climbed & summitted Kilimanjaro, have a 7 yr old son and 1 yr olddaughterInterests:Social Media, Home Cinema, Gilles Peterson, Gardening Find me online:Website: www.thinksearch.co.ukMy blog: www.aldissandmore.comMy hobby site: www.loftsites.co.ukOn Twitter: www.twitter.com/timaldissLinkedin: www.linkedin.com/in/timaldissFacebook: www.facebook.com/timaldiss
    • Agenda•  Introduction to SEO and PPC•  Keyword and Market Research•  Keyword Strategy•  Content Matrix•  Content creation•  Content Optimisation•  Creating Meta Data•  Link Building•  SEO performance Monitoring
    • Introduction to SEO and PPC
    • DefinitionsSearch engine optimization (SEO) is the process of improvingthe volume and quality of traffic to a web site fromsearch engines via "natural" ("organic" or "algorithmic")search results. Pay per click (PPC) is an advertising where advertisers onlypay when a user actually clicks on an advertisement tovisit the advertisers website. Wikipedia
    • How Google shows it’s results9How Google lists your web pages for SEO:How Google lists your web pages for Paid:3urlurlurlurlurlurlurl1 2Search spiders follow links Software compiles pages Pages stored in database31 2User searches Algorithm manages auction Results rendered live
    • How Google shows it’s results10How Google lists your web pages for SEO:How Google lists your web pages for Paid:3urlurlurlurlurlurlurl1 2Search spiders follow links Software compiles pages Pages stored in database31 2User searches Algorithm manages auction Results rendered liveUser queryDocumentsretrievedOrder byreputationDisplayresults
    • How Google shows it’s results11How Google lists your web pages for SEO:How Google lists your web pages for Paid:3urlurlurlurlurlurlurl1 2Search spiders follow links Software compiles pages Pages stored in database31 2User searches Algorithm manages auction Results rendered liveAd Rank = Maximum Cost Per Click bid x Quality ScoreUser queryDocumentsretrievedOrder byreputationDisplayresults
    • Benefits of SEO• Unlimited Traffic• Targeted visitors• High converting referrals• Brand awareness• Web site exposure• Fixed limited costs
    • Benefits of PPC• Immediate Results• Highly targeted visitors• High converting clients• Brand awareness• Web site exposure• Virtually unlimited costs
    • Inside Google’s Algorithm
    • link  
    • 2012: 20 updates and counting!Panda 3.8 — June 25, 2012Panda 3.7 — June 8, 2012May 39-Pack — June 7, 2012Penguin 1.1 — May 25, 2012Knowledge Graph — May 16, 2012April 52-Pack — May 4, 2012Panda 3.6 — April 27, 2012Penguin — April 24, 2012Panda 3.5 — April 19, 2012Parked Domain Bug — April 16, 2012March 50-Pack — April 3, 2012Panda 3.4 — March 23, 2012Search Quality Video — March 12, 2012Panda 3.3 — February 27, 2012February 40-Pack (2) — February 27, 2012Venice — February 27, 2012February 17-Pack — February 3, 2012Ads Above The Fold — January 19, 2012Panda 3.2 — January 18, 2012Search + Your World — January 10, 2012
    • 2012: 20 updates and counting!Panda 3.8 — June 25, 2012Panda 3.7 — June 8, 2012May 39-Pack — June 7, 2012Penguin 1.1 — May 25, 2012Knowledge Graph — May 16, 2012April 52-Pack — May 4, 2012Panda 3.6 — April 27, 2012Penguin — April 24, 2012Panda 3.5 — April 19, 2012Parked Domain Bug — April 16, 2012March 50-Pack — April 3, 2012Panda 3.4 — March 23, 2012Search Quality Video — March 12, 2012Panda 3.3 — February 27, 2012February 40-Pack (2) — February 27, 2012Venice — February 27, 2012February 17-Pack — February 3, 2012Ads Above The Fold — January 19, 2012Panda 3.2 — January 18, 2012Search + Your World — January 10, 2012
    • 2012: 20 updates and counting!Panda 3.8 — June 25, 2012Panda 3.7 — June 8, 2012May 39-Pack — June 7, 2012Penguin 1.1 — May 25, 2012Knowledge Graph — May 16, 2012April 52-Pack — May 4, 2012Panda 3.6 — April 27, 2012Penguin — April 24, 2012Panda 3.5 — April 19, 2012Parked Domain Bug — April 16, 2012March 50-Pack — April 3, 2012Panda 3.4 — March 23, 2012Search Quality Video — March 12, 2012Panda 3.3 — February 27, 2012February 40-Pack (2) — February 27, 2012Venice — February 27, 2012February 17-Pack — February 3, 2012Ads Above The Fold — January 19, 2012Panda 3.2 — January 18, 2012Search + Your World — January 10, 2012
    • 2012: 20 updates and counting!Panda 3.8 — June 25, 2012Panda 3.7 — June 8, 2012May 39-Pack — June 7, 2012Penguin 1.1 — May 25, 2012Knowledge Graph — May 16, 2012April 52-Pack — May 4, 2012Panda 3.6 — April 27, 2012Penguin — April 24, 2012Panda 3.5 — April 19, 2012Parked Domain Bug — April 16, 2012March 50-Pack — April 3, 2012Panda 3.4 — March 23, 2012Search Quality Video — March 12, 2012Panda 3.3 — February 27, 2012February 40-Pack (2) — February 27, 2012Venice — February 27, 2012February 17-Pack — February 3, 2012Ads Above The Fold — January 19, 2012Panda 3.2 — January 18, 2012Search + Your World — January 10, 2012Panda = contentPenguin = links
    • Behind the scenes at Google (these days)link
    • The 2011 Algorithm
    • What is SEO made up of?
    • Optimized TitlesOptimized DescriptionsOptimized LinkingOptimized Content580,000,000results for“business knowledge”•  Web pages must be accessible to the search engine crawlers (spiders)•  Web pages should include unique optimized titles and meta-data•  Content should be optimized to support target keywords and keyword phrases•  Offsite optimization must be used to promote siteHow do we increase your visibility?
    • What is natural search made up ofPage TitlesHeadings/sub headingsMeta DescriptionMeta KeywordsBody Content inc. bold textHyperlinksImage ‘alt text’Editorial/advertorial contentSocial Media3rd Party linksOn-site factorsOff-site factors
    • What is natural search made up ofPage TitlesHeadings/sub headingsMeta DescriptionMeta KeywordsBody Content inc. bold textHyperlinksImage ‘alt text’Editorial/advertorial contentSocial Media3rd Party linksInforma.com - Investor Relations bringing knowledge to life Businesses, professionals and academicsworldwide turn to Informa for unparalleledknowledge, up-to-the minute informationand highly specialist skills and services noneOn-site factorsOff-site factors
    • Exercise – on page factorsBold text Image alt tags Meta descriptionHyperlinks Body copy Page titleHeadings/sub headings Meta keywords
    • Exercise – on page factorssource code(only seen bysearch engines)on page(seen by users andsearch engines)<tle>      Page  Title    <meta  keywords>      Meta  Keywords      <meta  descripon>    Meta  Descripon  <h1>      Heading  <body>      Body  copy  <h2>      Sub  heading  <b>      Bold  text  <a  href=“link”>    Hyperlink  <img  alt=“describe”>    Image  alt  text  1st  9th  6th  2nd  3rd  4th  8th  5th  7th  
    • Natural Search best practices
    • Page TitlesWhat is it?The Page Title, is the title of the web page thatappears at the top of a browser window. ThePage Title also appears prominently in searchresults.Why it’s important:Search engines weight the <title> tag heavily.To be effective, page titles must be unique toeach page and must contain the mostappropriate keywords in relation to the themeof the web page.Best Practice:  Limit the page title to 70 characters.  Include brand first and test in associationwith targeted key phrases first  Copy should be written with users in mind(title copy appears in search results)  This is the main Call-To-Action in a SERPpage  Title should display a compellingmarketing message
    • Headings/Sub headingsWhat is it?The heading is the focus for the page for the eyeas well as the search engine. The heading shouldinclude obvious descriptive words for the contentof the page.If you can’t describe in brief all of the content ofthe page in the heading consider rewriting,possibly adding an additional page.Why it’s important:Keyword choice, frequency, placement andspacing are all attributes that search algorithmsmay include in their ranking calculations. Evenminor content modifications can have a majorimpact on keyword rankings.H1 H2Best Practice:•  Every page should have one H1 tag•  Other headings should use H2 or H3 tags•  Don’t wrap heading tags around links•  Write copy geared towards users andreadability•  Using relevant keywords and phrases withinthe page will improve relevancy•  Do not repeat tags as this will dilute value ofyour main keywordsH3’s
    • Body ContentWhat is it?Body content includes the copy, images and other assetsthat appear within the HTML <body> tags of a webpage. This includes all content visible to a user in thebrowser window.Why it’s important:Keyword choice, frequency, placement, and spacing are allfactors that impact on positional rankings. Even minorcontent modifications can have an impact. Good copy isas important to the effectiveness and credibility of yourwebsite as it is to search engines.Best Practice:•  Write copy geared towards users and readability•  Using relevant keywords and phrases within the pagewill improve relevancy•  Focus on no more than 3-4 keywords per page•  Break long paragraphs into shorter, more conciseinformational blurbs•  Avoid repeating keywords unnecessarily(keyword stuffing)•  Aim for 3-6% keyword density e.g. a page of 100 wordswould have 3 to 6 mentions of a single word or keyphrase•  Headings and links are included within this word count,but linking words or phrases optimises the destinationpage not the page where the link sits•  Use derivatives and definitions of terms e.g. carbonoffset/green, car/motor•  200 words is optimal
    • HyperlinksWhat is it?Hyperlinks describe the content of the page thatthe link points to. Including the correct text in thehyperlink can benefit the visibility of the page thatyou are linking to.Why it’s important:Search engines weight hyperlnks. To be effectivethe link should not be a non-specific ‘click to readmore’ but rather a phrase indicative of what theuser should expect on the linked to page.Best Practice:•  Not too many links between one page andothers•  Write copy geared towards users andreadability•  Use text descriptive of the page linked to•  Use contextual links to relevant internalcontent•  Using relevant keywords and phrases withinthe page will improve relevancy of the linkedto page•  Focus on one keyword•  Keep the link concise•  Example: “get an instant home insurancequote”
    • Meta Descriptions What is it?The Meta Description is an HTML tag usedto describe a page to users and searchengines.Why it’s important:The Meta Description tag is evaluated bysearch engines to determine relevancy.Additionally, the Meta Description iscommonly included in search engineresults.Best Practice:  Limit descriptions to 156 characters  Include all targeted key phrases  Copy should be written with users inmind (description copy appears insearch results)  Create a unique meta description forevery page  Should describe overall theme of thepage and entice users to click-through<meta name="description" content="Businesses,professionals and academics worldwide turn to Informa forunparalleled knowledge, up-to-the minute information andhighly specialist skills and services" />
    • Image alt. text What is it?The ‘alternative text’ option that is usedby screen reader software for the shortsighted is also read by search engines.Image alt.text plays a big part in imagesearch results.Why it’s important:Adhere to the Disabilities andDiscriminations Act (DDA) and is W3Crecommended.Best Practice:•  Describe the banner by usingkeywords related to the page that thebanner is placed on•  Use descriptive image names ifpossible•  Use captions around the image to aidrelevancy
    • Paid Search best practices
    • What is Paid Search Advertising?•  Paid Search or “Pay Per Click (PPC)” Advertising model inwhich advertisers pay search engines to display text, imageand video ads on their website. Ads are served based onkeywords or phrases.•  There are many search engines and companies thatprovide this form of advertising model:
    • BudgetWhat is it?Having enough budget is a crucial factor forrunning an effective campaign. Planning is criticalto achieving targets. Knowing how much you haveto spend will help you determine CPC, CPA & ROIand forecast effectively.Why is it important?It can be easy to waste money by not consideringkeywords, copy & landing pages in addition tobudget planning. A campaign can be ineffectivewithout enough budget e.g. Not enough visibilityand therefore less traffic.Ultimately a tipping point will be reached whenspending more will have no further benefit, this ismanaged by implementing a test and learnstrategy based on spendCaps are put in place to control spend and ensureoptimum visibility these can be daily/weekly etcBudgets need to be split between Search Enginesin order to gain maximum reach or usersBest Practices•  Budgets can be reapportioned seasonally e.g.tax year end and tactically e.g. to integratewith other media•  Review budgets on a regular basis (notannually), best practice is setting a monthbudget as this can be adjusted to reflect thecurrent market
    • KeywordsWhat is it?PPC is an auction-based environment is openfor all. Auctions are based on keywords or setsof keywords – called campaigns or Ad Groups.Why is it important?While it’s important to cover both branded andgeneric keywords there are cost and complexityimplications. Generic terms will cost more butwill also drive more traffic; Branded keywordswill convert better. It’s better to have a separateadvert for each keyword groupBest Practices•  Monitor brand keyword bidding bycompetitors to ensure relevancy andcoverage•  Group keywords together to form ad groups•  Use negative keywords to filter unwantedimpressions e.g. ‘private Ryan’•  Test competitive keywords on broad, phrase& exact match•  Continually revise keywords
    • Halifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsHalifax.co.uk/SavingsHalifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsCopyWhat is it?Copy is the call to action, short and concise anddesigned to induce the user to click through. Thecopy is most likely to work well when it, promoteoffers, deal & rates, and be written as clearly aspossible.Why is it important?Poorly written copy will deter possiblecustomers, reduce click through rates andtherefore conversions. The message must berelevant to the page and product linked to.Best Practices•  Use the brand in the heading Be cconcise•  Make the message action orientated•  Describe the product or service•  Test different creative•  Optimise creativeAdditional Practices•  Dynamic keyword insertion - Keywordappears in ad title and makes ad appear morerelevant•  Test various different call to actions
    • Halifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsHalifax.co.uk/SavingsHalifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsTitle•  25 characters including spaces•  The actual search query can be used as the header(called dynamic keyword insertion) to increaserelevancy and click-through rate for the adCopyWhat is it?Copy is the call to action, short and concise anddesigned to induce the user to click through. Thecopy is most likely to work well when it, promoteoffers, deal & rates, and be written as clearly aspossible.Why is it important?Poorly written copy will deter possiblecustomers, reduce click through rates andtherefore conversions. The message must berelevant to the page and product linked to.Best Practices•  Use the brand in the heading Be cconcise•  Make the message action orientated•  Describe the product or service•  Test different creative•  Optimise creativeAdditional Practices•  Dynamic keyword insertion - Keywordappears in ad title and makes ad appear morerelevant•  Test various different call to actions
    • Halifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsHalifax.co.uk/SavingsHalifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsDescription line 1 & 2•  Character limits apply but vary from engine to engine.(Google = 2 lines, both 35 characters. Yahoo & Bing= 1line, 70 characters)•  Start the sentence with a verb to call out the call-to-actionCopyWhat is it?Copy is the call to action, short and concise anddesigned to induce the user to click through. Thecopy is most likely to work well when it, promoteoffers, deal & rates, and be written as clearly aspossible.Why is it important?Poorly written copy will deter possiblecustomers, reduce click through rates andtherefore conversions. The message must berelevant to the page and product linked to.Best Practices•  Use the brand in the heading Be cconcise•  Make the message action orientated•  Describe the product or service•  Test different creative•  Optimise creativeAdditional Practices•  Dynamic keyword insertion - Keywordappears in ad title and makes ad appear morerelevant•  Test various different call to actions
    • Halifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsHalifax.co.uk/SavingsHalifax Savings AccountsPick Your Perfect Savings AccountWith The UK’s No 1 For SavingsDisplay URL•  Use an URL that tells users who you are•  Has to be the actual domain for the landingpageCopyWhat is it?Copy is the call to action, short and concise anddesigned to induce the user to click through. Thecopy is most likely to work well when it, promoteoffers, deal & rates, and be written as clearly aspossible.Why is it important?Poorly written copy will deter possiblecustomers, reduce click through rates andtherefore conversions. The message must berelevant to the page and product linked to.Best Practices•  Use the brand in the heading Be cconcise•  Make the message action orientated•  Describe the product or service•  Test different creative•  Optimise creativeAdditional Practices•  Dynamic keyword insertion - Keywordappears in ad title and makes ad appear morerelevant•  Test various different call to actions
    • Landing PageWhat is it?The landing page is the entry point fornew customers; it has to respond to theuser query; has to be easy to use and welllaid out; must not impede the userjourney or disrupt the user experience.Why is it important?Search engine algorithms evaluate thelanding page to calculate Quality Score,which can impact on cost and rankingposition.Best Practices•  Target adverts to specific keyword/product•  Send to a relevant landing page andkeywords are relevant to the searchquery
    • How natural and paid searchwork together
    • Consumer behaviourEye Scan Study:Marketing Sherpa and Eve-toolsperformed a study to understandhow searchers interact withsearch resultsAccording to the study, themajority of attention is given to thefirst 5 listings on the top leftLower positioned paid results onpage one can also receivesignificant traffic on highimpression keywordsSource:MarketingSherpa and Eyetools Link Study, August 2005Enquiro Search Engine Results : 2010 white paper August 2007
    • Consumer behaviourEye Scan Study:Marketing Sherpa and Eve-toolsperformed a study to understandhow searchers interact withsearch resultsAccording to the study, themajority of attention is given to thefirst 5 listings on the top leftLower positioned paid results onpage one can also receivesignificant traffic on highimpression keywordsSource:MarketingSherpa and Eyetools Link Study, August 2005Enquiro Search Engine Results : 2010 white paper August 2007
    • Eye Scan Study:Marketing Sherpa and Eve-tools performed a study tounderstand how searchersinteract with search resultsAccording to the study, themajority of attention is givento the first 5 listings on thetop leftLower positioned paid resultson page one can also receivesignificant traffic on highimpression keywordsSource:MarketingSherpa and Eyetools Link Study, August 2005Enquiro Search Engine Results : 2010 white paper August 2007Consumer behaviour
    • How paid and natural search work well togetherGoogle has commissioned a number of studies in partnership with Enquiro (a market research company) that showsbrand recall and purchase consideration is greater when appearing in the top paid and natural search results forgeneric queries. It is not surprising that recall is higher, when the brand displayed twice upon the page.In the right hand graph, Google study shows that for a branded query purchase consideration increases by 7% if youappear in both paid and natural.Non brand searches Brand searches
    • Paid & Natural integrationpaid  search  natural  search  number of words in search query
    • Paid & Natural integrationpaid  search  natural  search  number of words in search query
    • How to save money by integrating paid andnatural search tactics1.  Analytics - Use the click stream data from Assisted Conversions to make sure all terms are on exactmatch and thus lower CPC. Use Site Intelligence data to refine mis-spells and lower CPC2.  Search Terms - Test a broad range of search terms in Paid Search and incorporate the good convertersinto Natural Search3.  Creative message – Test different creative in Paid Search and deploy the most successful and relevant asthe meta description of the appropriate page for natural search4.  Quality Score – improve bid prices and positional visibility by optimising your landing pages to make themmore relevant and conversion indusive5.  Budget - Priorities Natural Search strategies for certain search terms, to offset costs in competitive PaidSearch markets. Alternatively, we can reinforce brand messages across both channels, or improve visibilityin ‘hard to reach’ natural markets with tactical paid search activity
    • Processes
    • SEO Processes•  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  Reporting
    • SEO Auditing•  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  Reporting
    • SEO Audit > ProcessPublic access:•  Xenu Link Sleuth – broken links•  Screaming Frog – titles and meta’s•  SEO for Firefox SEO Book browser plug in•  Google Chrome – SEO Site Tools & SEO for ChromePaid for public access:•  SEO Moz Open Site Explorer – back link profile•  Majestic SEO – back link profile•  Distilled, Raven Tools, Linkdex, Etc, etcAccess-based:•  Google Webmaster Tools – keywords, positions & links
    • •  Pages indexed by your Sitemap–  Pages indexed in Yahoo–  Pages indexed in Bing–  Pages crawled in Google•  Page load time (ms)•  Robots.txt•  Custom 404 page•  Information architecture–  URL Structure–  HTML sitemap–  XML sitemap–  Video Sitemap•  Duplicate content–  Canonical Linking–  Deleting old pages–  301 redirect•  302 Redirects•  IP location – DNS server–  GEO location–  Shared server•  Page layout•  Main Navigation•  Footer links•  Main Menu layout•  Redundant links•  Outbound links•  Image Optimisation•  Alt Tags•  Text in Images•  General house keeping•  Frames•  Content inside unreadable web applications•  Multiple Domains•  Sub Domains•  International Domains•  SEO Domains•  Old Domains•  Duplicate Content?•  Cross linking?•  Check source code for:•  W3C compliance•  heavy amounts of code•  Multiple H1 tags or lack of H1’s•  Install Webmaster tools for; Google, Yahoo, Alexa and Bing.SEO Audit > Technical Optimisation
    • RedirectsFactor:Redirection facilitates movement of a visitor fromone page or website to another. Redirects areoften used in conjunction with domain namechanges, moving or removing content,introducing new content, or directing users basedon profiling. Redirects can happen at the webserver (301, 302 Redirects) or at the page-level(Meta-Refresh)Implications:The nature of a redirect communicates importantinformation to a search engine. 302 redirects alsoindicate to the search engines that the content istemporary and will be changed in the near future.Popularity attained by the previous site or pagemay not be passed on to the new site.Best practice/Action required:Server-side redirects are recommended in nearlyall cases. 301 Permanent Redirects should beused when the change is long-term orpermanent, which allows pagerank and linkpopularity to transfer.Alternative practices:NA
    • Javascript Navigation Factor:Navigational elements are executed usingJavascript technology.Implications:Search engine spiders are unable to followJavascript navigation and are thereforeunable to find pages accessible onlythrough Javascript. Additionally, humanvisitors without Javascript-enabledbrowsers will not be able to navigate thesiteBest Practices/Action Required:Use CSS or HTML based navigation.Alternative practices:Supplement Javascript navigation with on-page HTML-based navigation located in thepage footer.Include a HTML link to a sitemap with staticlinks to key pages within the website.Naviga&on  is  removed  with  Javascript  disabled.  
    • Websites in Flash Factor:Valuable website content is implemented using Flashtechnology. For reference, see plugintomarriott.comImplications:Search engine spiders cannot read content or followlinks implemented in Flash.Best Practices/Action Required:- Implement a static HTML, low-bandwidth version ofthe website that mirrors the content within yourFlash files- Implement user-agent detection to deliver theHTML site to spiders and the Flash version to humanvisitors.Alternative Practices:Break up the Flash movies into smaller componentsand lay the SWF files into optimized, linked HTMLpages with unique URL’sDisclaimer:Google is able to index flash sites. HTML content is stilla preferred method of crawlable content for any bot.Please see iCrossing’s POV on Flash crawlability(http://greatfinds.icrossing.com/?p=374).
    • Content Produced in AJAXFactor:AJAX, or Asynchronous JavaScript and XML,is a web development technique used toload content from a server without changingpages. AJAX relies heavily on JavaScript todisplay and swap content.Implications:Search engine spiders generally cannot readAJAX content.Best Practices/Action Required:Use AJAX selectively, primarily forsupplemental content associated with lowsearch volumes.Alternative Practices:Create a static, spider friendly version of yoursite that includes content from within yourJavascript
    • Robots.txt FilesFactor:A robots.txt file is a human configured file thatresides in the web server’s root directory andcontains directional information for search enginespiders.Implications:Many search engines, including Google, will refer tothe robots.txt file to understand which directoriesor files to exclude from crawling.Best Practices/Action Required:All web servers should include a robots.txt fileconfigured to exclude non-relevant folders andfiles, such as support files, CSS files, sensitiveinformation.Validate each robots.txt file using analysis toolavailable in Google Sitemaps, or contact iCrossingfor assistance.Alternative Practices:NAInsert client ordomain specificexample
    • CloakingFactor:Presenting one version of web content tohuman users and a different version tosearch engines is known as cloaking. Thisprocess commonly occurs through IPdetection or user-agent detection.Implications:Search engines are continually improvingtheir ability to identify cloaking and oftenharshly penalize offenders, includingbanning the domain from their index.Best Practices/Action Required:Cloaking is a practice that should never beused.Alternative Practices:NA
    • URL Structure (session IDs)Factor:A web server assigns a unique session IDvariable within the URL for each visit fortracking purposes.Implications:Search engine spiders revisiting a URL will beassigned a different session ID each visit, whichwill result in each visit to a page appearing as aunique URL and causing indexinginconsistencies, and possibly duplicate contentpenalties.Best practice/Action required:Implement user-agent detection to removethe session ID’s for search engine visits.Alternative Practices:NAInsert client ordomain specificexample
    • URL Structure (folder structure)Factor:Valuable content associated with highlycompetitive keywords is organized manyfolders deep within a web site.Implications:Search engines generally associate theimportance (read: relevancy) of content basedon its placement within a site hierarchy, so thatless importance/relevancy is associated withcontent deep within a folder structure.Best practice/Action required:Web sites should be as flat as possible, withcontent relating to highly competitive keywordsimplemented on pages high on the hierarchy.Alternative Practices:Implement a URL rewrite on the server toflatten the folder structure to visitors andsearch engines.
    • URL Structure(name value pairs)Factor:Name-value pairs are used within URL’s toprovide information necessary to producedynamic content. Name-value pairs generallyfollow the “?” symbol in the URL.Implications:The primary challenge with name-value pairsis that they create lengthy URL’s and thereforerisk scrutiny by search engines. Additionally,name-value pairs often do not containvaluable keywords, thereby reducingrelevancy.Best practice/Action required:Rewrite dynamic URLs on the server withmod_rewrite or similar program. This willshorten and simplify the URL and allowvaluable keywords to be used in the URL.Alternative practices:Use valuable keywords in the name-valuepairs whenever possible and keep thequantity of pairs to no more than three.http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8U-220418&page=1&cgname=OSSHUDSSZZZ&rfnbr=4782
    • Canonicalization IssuesFactor:Canonicalization is the process of picking the best URLwhen there are several choices, usually referring to thehomepage of a website.Implications:Search Engines may not pick the client-preferred URL,rather the one they determine to be most relevant.Best practice/Action required:There are a few ways to ensure that the proper URL isindexed:  Consistent linking:•  When linking towww.bankofamerica.com on other pageswithin the site, always use this method•  When requesting links from other sites,always point to www.domain.com if usingthis method from the example above  Use 301 Permanent redirects on the web server•  Redirect the non-www homepage to thewww version of the homepageAlternative practices:NAInsert client ordomain specificexampleViewed as the same by most search engines:http://www.bankofamerica.comhttp://www.bankofamerica.com/index.cfm
    • Duplicate ContentFactor:Duplicate content exists when two or morepages within a website, or on differentdomains, share identical content. Differentdomain names do not create distinct content.Implications:Major search engines consider duplicatecontent to be spam and are continuallyimproving their spam filtering process topenalize and remove offenders.Best practice/Action required:Avoid duplicate content issues by usingunique copy and other content on each pageof a website, to include streamlining thecontent management system to associate thecorrect content with the intended domain.Alternative practices:NAInsert client ordomain specificexample
    • Internal Link OptimizationFactor:Internal linking between pages within a web site, suchas navigational elements or a site map, plays animportant role in how search engines perceive therelevancy and theme of both web pages.Implications:Proper intra-site linking will help facilitate effectivespidering, in addition to increasing relevancy of pagesand keywords used in the anchor text.Best practice/Action required:  Use static, crawlable text links  Optimized anchor text should be used  Keep the number of links on a sitemap to less than100  Sitemaps should be linked directly from homepageand other major pages throughout the web site  Use only core, 200-level URLs.Alternative practices:Refrain from using images, Flash, or non-static textwhen possible for linking
    • Splash PagesFactor:A splash page can consist of either a largegraphic image or a Flash animation andserves as the primary user entry point to awebsite by using the root domain name as itsURL.Implications:Generally, splash pages replace the true homepage in a search engine index and aredetrimental to SEO practices. Splash page canalso prevent spiders from accessing the innerpages of the site, resulting in inner pages notgetting indexed and ranked. Additionally, thetemporary nature of splash pages creates achallenge for linking and relevancy purposes.Best Practices/Action required:Do not use splash pages.Alternative practices:For promotional or attention-getting content,use a popup window on the home page orunique pages prominently linked from thehome page.Home Page: www.saturn.com/saturn/Saturnindex.jsp
    • Document Accessibility Factor:Pages or content that is moved, removed, orchanged can result in errors, such as a 404Page Not Found.Implications:Missing content and broken links signal tosearch engines that the website is notproperly maintained. The effect is reducedrankings and also user frustration when badlinks are followedBest practice/Action required:- Repair all broken links as soon as possible- Use 301 Permanent redirects to directusers and search engine spiders to the newlocation, as applicable- Implement custom 404 page on thewebsite with helpful navigation for users.- Keep 301 redirects in place for 60-90 daysbefore removing from the siteAlternative practices:n/a
    • Excessive On-page Scripting Factor:Search engine spiders index a limitedamount of web page code, approximately100K, when crawling or spidering a webpage.Implications:Excessive use of on-page scripting or CSS,especially at the top of a web page, limits theamount of content search engines will see.Best Practices/Action Required:Place any Javascript code and CSS that islonger than three lines into an external .jsor .css file. Use an external file increasesflexibility of code and easy way to update formaintenance.Alternative practices:Move on-page scripting to the bottom of thepage.
    • Break
    • SEO Moz Introduction to SEOlink
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingSearch Term Research
    • Domain Level Keyword Usage
    • Search Term Research > 5 Essential Questions•  What are your root keywords?•  What are people actually searching for?•  What is the size of your search market?•  How competitive is each keyword?•  What is the potential ROI for each keyword?
    • Search Term Research > Process1.  Open the Search Term Research Template file and save a client version2.  Conduct a Google keyword tool site scrape3.  Review site for current tags and copy for initial search term list4.  Add in Google Webmaster Tools data5.  Conduct competitor research based on list from client6.  Conduct desk research on core products to expand list7.  Add in best performing search terms from analytics (traffic & conversions)8.  Discard terms that are ranking well but not converting9.  Add in any suggested search terms from the client10.  Add in best performing search terms from PPC data11.  Conduct a synonym search using thesaurus.com12.  Add in related search term results from a Google search13.  Use Google Insights to add in high breakout and rising terms (UK, last 2 years... see link). Export CSV and paste line charts in to main report for eachsearch term14.  Run list through the Google keyword tool using UK exact match to expand the list, retrieve CSV, keep search volume and competition data15.  Use Google Traffic Estimator if you need to to generate figures for the whole list as you can paste in more than 100 terms and it still gives youseasonality data.16.  Run a ranking report in Trackpal to check current visibility17.  Compile all data into spreadsheet and look for terms that meet the following criteria:1.  Have high traffic volume but arent overly competitive2.  Have visibility but could rank higher3.  Are delivering traffic or conversions but could rank higher4.  Are not already ranking highly and are delivering no conversions
    • Forecasting•  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  Reporting
    • What is Forecasting?•  Predicting the anticipated additional revenue fromSearch Engine OptimisationHow?•  By applying logic and experience to the current competitive landscape todetermine where positional improvements will take us onto page one•  Apply accepted industry click through rates•  Apply typical on-site conversion rates•  Apply typical conversion value or profit
    • Forecasting – how?
    • Forecasting – how?
    • Forecasting – Click Through Rates
    • Forecasting – Click Through Rates
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingPage Allocation
    • What is Page Allocation?•  It’s a form of Gap Analysis•  It targets search terms to their logical destination/desired ranking page•  It identifies requirements for additional pages•  It pairs down search terms•  It benchmarks which pages are currently rankingand identifies those that should rank
    • Page Allocation
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingMeta Data Inventory
    • What is Meta Data Inventory?•  A list of optimised page titles and metadescriptions by page for easy implementation viathe website Content Management System
    • Meta Data Inventory
    • Meta Data Inventory
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingContent Strategy
    • What is Content Strategy?•  A written plan for winning at SEO by deployinggreat contentIncludes:•  Rationale•  Competitor review•  Formats•  Distribution•  Scheduling
    • What is Content Strategy?•  A written plan for winning at SEO by deployinggreat contentIncludes:•  Rationale•  Competitor review•  Formats•  Distribution•  Scheduling
    • Exercise
    • Exercise - build your own pageSet up your own pagebased on these keywords:-  ‘holidays’-  ‘villa holidays’-  ‘villa holidays in Tuscany’
    • Your page in it’s hierarchical contextHome  Category   Category  Sub  category  Sub  category  Sub-­‐sub   Sub-­‐sub  Product    Holidays  Category  Holidays  in  Europe  Sub  category  Holidays  in  Spain  Sub-­‐sub  Holidays  in  Majorca  Villa  Holidays  in  Santa  Pollensa  Page RankPage RankThemeTheme
    • What is a Content Brief?•  A clear instructional document for copy writers.•  Contains:–  General SEO content writing guidelines–  Instructions for writing new pages for the site–  Instructions for writing extra content for existing pages–  Detailed ideas of content and page sturcture
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingSite-wide Optimisation
    • What is a Technical Brief?•  A clear instructional document for the technical team.•  Contains:–  Detailed instructions for fixing or adding elements to the websiterequired for search engines to easily crawl the site.
    • Optimisation Guidelines
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingInitial submissions
    • Are directories worthwhile?•  Review current back link profile•  Review competitor back link profile•  Study latest guides (published by resources like SEOMoz)•  Look for verticals•  Assess cost vs impact against other tactics
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingLink Building
    • What is Link building•  Web site and web page popularity•  Quality relevant websites•  Relevant anchor text
    • Domain Level Link Authority Features — Correlated Data
    • Page Level Link Authority
    • Safe link building techniques•  Partner links and client links•  Reputable Directories – DMOZ, Yahoo, AOL, Etc.•  Social Bookmarking and Social network tags•  Local directories, Classified ads, Craigslist, Gumtree, Etc.•  Affiliate programs•  Yahoo answers/Quora/other Q&A sites•  Wikipedia•  LinkedIn•  Leave reviews on review sites•  Create an authority blog
    • Safe link building techniques
    • Techniques to avoid•  Building links too fast•  Linking to banned or untrustworthy websites•  Link exchanges•  Using the wrong anchor text in links•  Article Spinning•  Using “Independent back link networks”•  Site scraping and content repackaging•  Phishing•  Forum Spam•  Blog Spam
    • Social Media•  Focus on creating content that gets shared•  Don’t waste your time building social media profiles if it’s not a great fit•  If you do do it keep it fun, but don’t do marketing here•  Making it as easy to share content as possible is key•  Audit your content and see what gets shared most and when
    • •  SEO Audit•  Technical consultancy•  Search Term Research•  Forecast•  Page Allocation•  Meta Data Inventory•  Content Strategy•  Site-wide Optimisation•  Initial submissions•  Link building•  ReportingReporting
    • 5 Things Website Owners would love to know•  Is it working?•  Is SEO really making a difference?•  How many sales are we getting?•  How much traffic are we getting?•  Where are we ranked per keyword?
    • That’s all folks……over to you!
    • Make it HappenSEO Reporting doesn’t happen by accident.1.  Choose your keywords2.  Set your targets3.  Keep going until you succeed.4.  Then make your listings BETTER.
    • What have we learned?1. Nail those on-page factors attemplate level to force bestpractice...What were they?2. Google’s algo is heavily link basedso spend a proportionate amountof time here... What %?3. Focus on a mix of keywords (+ve& -ve), creative, andbudget to make PPC work andprovide data for SEO strategy4. Research keywords with a pinchof salt but fine tune based onanalytics5. Optimise content but write for the userfirst – don’t over optimise6. Meta descriptions are important butaren’t a ranking factor7. Resolving technical issues is a big partof the battle8. Benchmark your keyword rankings andfocus on improving them9. Monitor analytics to make sure yourassumptions are correct
    • Tim AldissConsultant/DirectorThinkSearchtim.aldiss@thinksearch.co.ukwww.thinksearch.co.ukThank you