Refine Search Terms• Check Rankings (clean browser)• Check ranking URL• Group into clusters of relevance
Choosing Targets• Cross check with behaviour/conversions• Brand/commercial aims (Trophy phrases)• Target current rankings first• Target a manageable number• How achievable within resources?• Test using PPC
Setting Targets• Phrases not ranking at all can take1-4 months.• Phrases on pages 2-3 can reachpage 1 in 2-8 weeks.• Phrases in bottom half of page 1can reach top half in 2-6 weeks.
On Page SEO Helps.....Make it easy for search engines tocrawl your site....Search engines identify what yourcontent is about.
The Golden RuleYou’ll only get ranked for a searchterm if it’s in your website!
Fix Site-Wide Issues• Canonical Redirect (http:// to www)• Duplicate Content (copies of site)• Set Up Key Tools• Content Structure (page per topic)
Page Level SEO• Depth of content• Vary the search term on the page• Talk around the subject• Link in and outhttp://disabledgear.com/pages/handbikes
Optimisation Pyramid.... Page Title Content Headings, H1, H2, H3 etc URL Unique relevant and targeted content including keywords in Bold Unique meta description and keywords (but not too many) Inbound Links anchor text, internal and external Keywords in content (but not overdone) including keyword variations THE REST: Links in content, internal and outbound (but not too many), image alt tagsNO GO: keyword stuffing, duplicate page titles/meta data, meaningless headings, headings as images, duplicate content, no links
Optimising Titles and Headings• Include Search Terms• Most important words first• Unique to every page• Not just a list of keywords• Vary use of search terms
The Backlink Pyramid.... Wikipedia, .ac, .gov Key media; BBC, Times, Telegraph, Mail etc Social Media shares/follows/likes on Facebook, Twitter, Google+, Pinterest Blogs; Blog Comments, Sponsored blog posts, Blogroll links, reviews/real blog posts Quality content hubs; Squidoo, HubPages, some good quality article sites Quality Social Bookmarking sites; Stumblepon, Reddit, Folkd Good quality online directories i.e. Local/regional directories, industry specific directories, paid directories THE REST: mid quality article sites, other social bookmarking sites, niche blogs, PR and news sites NO GO: paid blog networks, link circles, reciprocal links, link farms, low grade directories, footers of client sites, paid links, high cost PR sites
Social Media• Social Signals now part of algorithm• Encourage Likes, follows, shares• Offers, promotions, competitions• Link social media output to yourtarget terms/pages• Niche social sites like Pinterest
PR• Request links from media publishingyour stories• Publish stories to news websites• Target bloggers as well as traditionalmedia
BlogsLinks from blogs have high SEO value• Offer guest blog posts• Comment on blog posts with searchterm in your name• Request reviews or ‘sponsored posts’• Flatter via social media• Create your own blogs
Content• Write or commission unique content• Link content to target search terms• Place content on articles sites andcontent hubs
Link Requests• Say why the backlink adds value fortheir website users• Low success rate