SEO workshop


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SEO workshop

  1. 1. SEO Workshop
  2. 2. Background• Practising SEO since 2004• Marketing background• Run one of Kent’s leading SEO agencies• Also Social Media, Content, PR
  3. 3. Aims• Understand how SEO works• Decode some of the jargon• Create an SEO strategy• Running an SEO campaign• Useful tools and tips• Real life examples
  5. 5. Why Bother with SEO?• More visits• More enquiries• More orders• More competitive advantage• More cost savings
  6. 6. Basic Fundamentals• Search Engines = Google• SEO is both an art and a science• Optimising is like following a checklist• SEO is an ongoing process• SEO overlaps with Social Media and PR
  7. 7. How Search Engines Work• Algorithm: set of calculations anddecisions.• Spiders: software which follows links.Popularity + Content = Rankings
  8. 8. SEO Myth Busting• You can’t phone Google to get listed.• You can’t pay to submit your website.• Google results are not in real time.• There are no short cuts or magic bullets.
  9. 9. Anatomy of Search Results
  11. 11. Strategic Aims• Conversion Focused? (increase sales or leads)• Visitor Focused? (increase visitor numbers)• Keyword Focused? (rank at the top for xxxxxx)
  12. 12. Keyword Research• Short Tail Search Terms (high volume + high competition + low conversion)• Long Tail Search Terms (low volume + low competition + high conversion)
  13. 13. Examples of long and short tailsearch terms
  14. 14. Current Search Terms• Ask enquirers• Google Analytics• Google Adwords• Google Webmaster Tools
  15. 15. Potential Search Terms• Lateral thinking• Ask web users• Competitor websites• Keyword Research Tools
  16. 16. Google Adwords Keyword Tool
  17. 17. Google Adwords Keyword Tool
  18. 18. Refine Search Terms• Check Rankings (clean browser)• Check ranking URL• Group into clusters of relevance
  19. 19. 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
  20. 20. 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.
  21. 21. ON PAGE SEO
  22. 22. On Page SEO Helps.....Make it easy for search engines tocrawl your site....Search engines identify what yourcontent is about.
  23. 23. The Golden RuleYou’ll only get ranked for a searchterm if it’s in your website!
  24. 24. Fix Site-Wide Issues• Canonical Redirect (http:// to www)• Duplicate Content (copies of site)• Set Up Key Tools• Content Structure (page per topic)
  25. 25. Page Level SEO• Depth of content• Vary the search term on the page• Talk around the subject• Link in and out
  26. 26. 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
  27. 27. 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
  28. 28. Review examples – SEO site audits
  29. 29. OFF PAGE SEO
  30. 30. Backlinking• Backlinks are seen as votes ofpopularity and signs of credibility.• Quality and relevance, not quantity.• Backlinks can be manipulated toboost rankings of specific search terms.
  31. 31. Backlinking campaigns should:• Increase the number of links to yourwebsite or web page.• Insert relevant search terms into linksto improve your rankings.
  32. 32. Note: The best backlinkingcampaigns can use old fashionedmarketing techniques!
  33. 33. Where can we get links from?
  34. 34. 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
  35. 35. 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
  36. 36. PR• Request links from media publishingyour stories• Publish stories to news websites• Target bloggers as well as traditionalmedia
  37. 37. 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
  38. 38. Content• Write or commission unique content• Link content to target search terms• Place content on articles sites andcontent hubs
  39. 39. Link Requests• Say why the backlink adds value fortheir website users• Low success rate
  40. 40. TOP SEO TOOLS
  41. 41. Free Tools• Google Analytics• Google Webmaster Tools• SEO Moz Site ExplorerPaid Tools• SEO Moz Pro
  42. 42. NEED HELP?Josh WhitenWebscape Marketingjosh@webscapeseo.com07850 093471
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