SEO - Pierce Communications Digital Breakfast Session 02 October 2013

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Slides for our digital breakfast session held on 02 October 2013 for Pierce Communications clients and contacts.

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SEO - Pierce Communications Digital Breakfast Session 02 October 2013

  1. 1. Copyright. All Rights Reserved Pierce Communications. 2013 Copyright. All Rights Reserved Pierce Communications. 2013 SEO Digital Breakfast Briefing 02 October 2013
  2. 2. Copyright. All Rights Reserved Pierce Communications. 2013 Agenda 1. What is SEO in 2013? 2. SEO Strategy: a. Keyword Research & Competitive Analysis b. On-site Optimisation c. Content Strategy d. Outreach Linkbuilding 3. Future-proofing your SEO
  3. 3. Copyright. All Rights Reserved Pierce Communications. 2013 SEO over the years • Old-school SEO: <meta name=“keywords” content=“diamonds, diamond jewellery, diamond rings, diamond engagement rings, diamond earrings, wedding rings, diamond wedding rings, eternity rings, platinum rings, ... ”>
  4. 4. Copyright. All Rights Reserved Pierce Communications. 2013 Google changed the game Link graph
  5. 5. Copyright. All Rights Reserved Pierce Communications. 2013 Google Search is about two things: 1. Relevance;  The right keywords in the right places. 2. Authority;  Links as citations; the more the better.
  6. 6. Copyright. All Rights Reserved Pierce Communications. 2013 But things got messy… • SEO spammers caught on • Links got cheap • Search results worsened
  7. 7. Copyright. All Rights Reserved Pierce Communications. 2013 Google’s monochrome animal updates Google Panda  February 2011  Intended to fight low quality websites & thin content Google Penguin  April 2012  Targeting over-optimisation & link spam
  8. 8. Copyright. All Rights Reserved Pierce Communications. 2013 As a result… • SEO in 2013 is a lot of hard work;  No more shortcuts  ‘Earned’ links  Quality content (and lots of it)  Technical SEO
  9. 9. Copyright. All Rights Reserved Pierce Communications. 2013 What does a SEO Strategy look like?  Keyword Research & Competitive Analysis  On-site Optimisation  Content Strategy  Outreach Linkbuilding
  10. 10. Copyright. All Rights Reserved Pierce Communications. 2013 Keyword Research & Competitive Analysis 1. What search terms do we want to rank for? 2. Who are ranking for these searches at the moment?
  11. 11. Copyright. All Rights Reserved Pierce Communications. 2013 Google Keyword Planner Keyword Global Monthly Searches UK Monthly Searches professional video camera 4400 720 corporate video 3600 720 film companies 1900 720 film equipment hire 320 110 camera equipment hire 140 110 video camera rental 880 73 corporate video companies 170 73 music video producers 170 46 camera crew hire 58 46 camera equipment rental 320 36 camera crews 91 36 hire camera equipment 58 36 film camera hire 46 36 video production belfast 36 36 broadcast camera hire 36 28 rent camera equipment 210 22 hire a camera crew 28 16 camera hire belfast 16 12 camera crews uk 12 12 eng crew 110 <5 rental camera equipment 28 <5 camera belfast 16 <5 hire camera crew 16 <5 epk crew 16 <5
  12. 12. Copyright. All Rights Reserved Pierce Communications. 2013 Competitive Analysis Legend: • PR = PageRank, a metric Google uses to determine the value of a webpage. • DA = Domain Authority, a metric indicating the SEO value of the entire domain. • ExtBackLinks = total amount of links pointing to the webpage. • RefDomains = total amount of unique domains that feature one or more links to the webpage • CitationFlow = a measure of how often the site is linked to by other reputable online sources • TrustFlow = a measure of how trustworthy the site is depending on its distance from a seed set of trusted websites. Competitor PR DA ExtBackLinks RefDomains CitationFlow TrustFlow filmequipmenthire.com 4 35 1071 162 22 23 thirdsource.co.uk 3 22 1816 19 19 13 2000television.co.uk 2 22 150 17 21 15 acorntv.com 3 19 301 34 13 11 4x4post.com 2 18 581 23 11 21 belfastcameracrew.co.uk 1 12 42 10 13 1 ackproductions-ireland.co.uk 1 12 79 5 14 10 foundryfilms.co.uk 1 12 4 2 8 6 aelvideo.co.uk 1 10 16 6 12 7
  13. 13. Copyright. All Rights Reserved Pierce Communications. 2013 On-site Optimisation 1. Technical optimisation;  Ensuring your site can be fully crawled & indexed by Google’s spiders 2. Content optimisation;  Ensuring your site’s content and code is optimised for maximum relevance for your chosen keywords
  14. 14. Copyright. All Rights Reserved Pierce Communications. 2013 Content Strategy “A content strategy for a website is a plan for the creation, publication, distribution, and management of content in various formats – text, video, images, interactive – that helps establish the online brand as a leader in its industry.”
  15. 15. Copyright. All Rights Reserved Pierce Communications. 2013 Content Strategy for SEO • Optimised content will contain the right keywords in the right places, thus increasing the website’s relevance. • Engaging content will be shared and linked to, thus increasing the website’s authority.
  16. 16. Copyright. All Rights Reserved Pierce Communications. 2013 Aspects of a Content Strategy 1. Set Objectives 2. Define Your Audience 3. Create a Content Calendar 4. Plan Your Content Promotion 5. Engage With Your Readers 6. Measure & Refine
  17. 17. Copyright. All Rights Reserved Pierce Communications. 2013 Linkbuilding • Content alone is not enough to build authority. • Approximately 60%-70% of Google’s ranking algorithms are link-based.
  18. 18. Copyright. All Rights Reserved Pierce Communications. 2013 But… Google doesn’t like linkbuilding “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Source: https://support.google.com/webmasters/answer/66356?hl=en
  19. 19. Copyright. All Rights Reserved Pierce Communications. 2013 So what’s a SEO to do? • We have to tread carefully and ensure that we acquire only ‘natural’ links. • That means we have to earn them. • Earned links are (or appear to be) entirely valid recommendations from one website to another.
  20. 20. Copyright. All Rights Reserved Pierce Communications. 2013 Outreach Linkbuilding ‘Outreach’ is basically PR for SEO purposes; 1. Research link prospects 2. Approach them with a personalised message 3. Offer to write guest content for their website/blog 4. Include a link in that guest article It’s a lot of manual effort - exactly what Google intends.
  21. 21. Copyright. All Rights Reserved Pierce Communications. 2013 Future-proofing your SEO Or: how to make sure the next Google update (‘Zebra’?) doesn’t penalise your website.
  22. 22. Copyright. All Rights Reserved Pierce Communications. 2013 Keep up to date with Google’s guidelines https://support.google.com/webmasters/answer/35769?hl=en
  23. 23. Copyright. All Rights Reserved Pierce Communications. 2013 Watch Google’s Webmaster Help Videos http://www.youtube.com/user/GoogleWebmasterHelp/videos
  24. 24. Copyright. All Rights Reserved Pierce Communications. 2013 Hire a reputable SEO agency • Never respond to an unsolicited email from a SEO agency. • Ask for an agency’s credentials. • Get in touch with their existing clients. • Enquire as to their methods & results. • There are no guarantees in SEO – only best efforts.
  25. 25. Copyright. All Rights Reserved Pierce Communications. 2013 Copyright. All Rights Reserved Pierce Communications. 2013 Questions? badams@piercecommunications.co.uk http://www.piercecommunications.co.uk

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