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POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Web Optimisation
Barry Adams
Polemic Digital
30 January 2015
POLEMIC
D I G I T A L
About Barry Adams
• Freelance SEO consultant at Polemic Digital
• Dutch (yes, really)
• Twitter rant...
POLEMIC
D I G I T A L
Agenda
• What makes a good website?
• Search Engine Optimisation
The Value of SEO
The Three Pillar...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
What Makes a
Good Website?
POLEMIC
D I G I T A L
First impressions matter
• The “look and feel” of a website has the greatest
impact on users’ credib...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Key Aspects of good web design
• Your site’s purpose need to be instantly evident
Don’t make users ...
POLEMIC
D I G I T A L
User Testing
• Show your website to people outside your
industry;
Ask them to perform some tasks an...
POLEMIC
D I G I T A L
Web Design & Development
• Responsive Design;
Website layout adjusts to size of the screen it’s bei...
POLEMIC
D I G I T A L
Content Management
• Open Source systems are a good choice;
Easily portable so you’re not dependent...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Search Engine Optimisation
POLEMIC
D I G I T A L
UK Online Market
• UK internet economy to make up approximately
10% of GDP in 2015 (± £160 billion)
...
POLEMIC
D I G I T A L
Search Engine Market
• UK Search Engine Market:
Google: 90%
Bing: 6%
Yahoo: 3%
Other: 1%
• Googl...
POLEMIC
D I G I T A L
Search Engine User Behaviour
70%+ of clicks on search results are on the organic listings
30% of use...
POLEMIC
D I G I T A L
SERP* Click Through Rate
In Google’s search results, first place matters.
*SERP = Search Engine Resu...
POLEMIC
D I G I T A L
Digital Channel Comparison
• Organic search is the top converting traffic
source, followed by Paid S...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
The Three Pillars of SEO
POLEMIC
D I G I T A L
The Three Pillars of SEO
Technology
Relevance
Authority
Relevance
Technology Technology
POLEMIC
D I G I T A L
SEO: Technology
• Fully indexable website
• Clean HTML code
• No content hidden in Flash or JavaScri...
POLEMIC
D I G I T A L
SEO: Relevance
• Keywords
• Title tags & meta description
• High quality content
• Content structure...
POLEMIC
D I G I T A L
SEO: Authority
• Link profile
• Anchor text distribution
• Domain metrics
• Content Marketing
• Soci...
POLEMIC
D I G I T A L
Authority
TechnologyRelevance
Overlap
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
SEO: Technology
POLEMIC
D I G I T A L
Technical SEO
• Site indexing
• HTML code quality
• Structured Data
• HTTP Status Codes
• Load Speed...
POLEMIC
D I G I T A L
Troubleshooting Technical SEO
• Check site index levels
XML sitemaps?
• Check HTML quality
GWMT HT...
POLEMIC
D I G I T A L
W3C Validator
POLEMIC
D I G I T A L
Google Webmaster Tools
POLEMIC
D I G I T A L
Screaming Frog SEO Spider
POLEMIC
D I G I T A L
WebPageTest.org
POLEMIC
D I G I T A L
Rich Snippets
More info: http://bada.ms/richsnippets
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
SEO: Relevance
POLEMIC
D I G I T A L
On-site Optimisation
• Keyword Focus
• Navigation Structure
• Title tags
• Meta descriptions
• Body ...
POLEMIC
D I G I T A L
Identifying On-Site Issues
• Keyword focus
Find the right keywords
Google Keyword Planner / Google...
POLEMIC
D I G I T A L
Google AdWords Keyword Planner
POLEMIC
D I G I T A L
Google Trends
POLEMIC
D I G I T A L
The Long Tail
Source: http://bada.ms/longtail
POLEMIC
D I G I T A L
Title Tags
POLEMIC
D I G I T A L
Meta Description
POLEMIC
D I G I T A L
Content Structure
Title Tag
Meta Description
<h1> headline
Body content
(with <h2> - <h6> subheaders...
POLEMIC
D I G I T A L
On-Page Topic Targeting
When writing content, organise
keyword phrases and ideas
with related concep...
POLEMIC
D I G I T A L
Human-Readable URLs
Bad URL:
http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&…
Good URL:
...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
SEO: Authority
POLEMIC
D I G I T A L
Link Analysis
• Number of links & linking domains
• Quality of links
• Anchor texts
• Competitive An...
POLEMIC
D I G I T A L
Analysing link profiles
• Check amount & quality of links
Majestic
• Check anchor texts
Majestic
•...
POLEMIC
D I G I T A L
Webmaster Tools
POLEMIC
D I G I T A L
Penalty Warnings
POLEMIC
D I G I T A L
Majestic SEO
POLEMIC
D I G I T A L
Competitive Analysis
POLEMIC
D I G I T A L
SEMrush
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Content Strategy
POLEMIC
D I G I T A L
Content Strategy
“A content strategy for a website is a plan for the
creation, publication, distribu...
POLEMIC
D I G I T A L
Content Strategy for SEO
• Optimised content will contain the right
keywords in the right places, th...
POLEMIC
D I G I T A L
Aspects of a Content Strategy
1. Set Objectives
2. Define Your Audience
3. Create a Content Calendar...
POLEMIC
D I G I T A L
Matching Content with Search Intent
Write content to
match search intent
at various stages of
the sa...
POLEMIC
D I G I T A L
Align your content with SERPs
• Universal Search:
Google including different types of search
element...
POLEMIC
D I G I T A L
Universal Search
Knowledge Graph
Informational result
News results
Informational result
Image results
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Linkbuilding
POLEMIC
D I G I T A L
Linkbuilding
• Content alone is not enough to build authority.
• Approximately 50%-60% of Google’s r...
POLEMIC
D I G I T A L
But… Google doesn’t like
linkbuilding
“Any links intended to manipulate PageRank or a
site's ranking...
POLEMIC
D I G I T A L
So what’s a SEO to do?
• We have to tread carefully and ensure that we
acquire only ‘natural’ links....
POLEMIC
D I G I T A L
Linkbait
• Content published on your own site that…
… is informative;
… is entertaining;
… is ins...
POLEMIC
D I G I T A L
Linkbait types
• Definitive guides / resources
• Top 10 lists
• Infographics
• Controversy
• Quirky ...
POLEMIC
D I G I T A L
Outreach Linkbuilding
‘Outreach’ is basically PR for SEO purposes;
1. Research link prospects
2. App...
POLEMIC
D I G I T A L
Link Prospecting
POLEMIC
D I G I T A L
Competitive Linkbuilding
• Analyse & monitor your competitors’ links
What are they doing and can yo...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
SEO Resources to follow
POLEMIC
D I G I T A L
Top SEO blogs
• SearchEngineLand.com
• StateofDigital.com
• Moz.com
• BlindFiveYearOld.com
• GoogleW...
POLEMIC
D I G I T A L
Top SEO Twitter Accounts
• Danny Sullivan: https://twitter.com/dannysullivan
• Barry Schwartz: https...
POLEMIC
D I G I T A L
POLEMIC
D I G I T A L
Questions?
barry@polemicdigital.com
www.polemicdigital.com
twitter.com/polemic...
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Web Optimisation: UX and SEO

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Slides from my Web Optimisation workshop for the Londonderry Chamber of Commerce in January 2015, where I spoke about best UX practices and the foundations of SEO.

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Web Optimisation: UX and SEO

  1. 1. POLEMIC D I G I T A L POLEMIC D I G I T A L Web Optimisation Barry Adams Polemic Digital 30 January 2015
  2. 2. POLEMIC D I G I T A L About Barry Adams • Freelance SEO consultant at Polemic Digital • Dutch (yes, really) • Twitter ranter: @badams • Lecturer on SEO, UX & Digital Strategy • Editor & blogger for StateofDigital.com • Also blogs at PolemicDigital.com • 2014 DANI Digital Industries Person of the Year
  3. 3. POLEMIC D I G I T A L Agenda • What makes a good website? • Search Engine Optimisation The Value of SEO The Three Pillars of SEO; - Technology - Relevance - Authority Content Strategy Linkbuilding
  4. 4. POLEMIC D I G I T A L POLEMIC D I G I T A L What Makes a Good Website?
  5. 5. POLEMIC D I G I T A L First impressions matter • The “look and feel” of a website has the greatest impact on users’ credibility assessments, with professional site designs heavily influencing credibility perceptions • Once users have seen a web page, it is difficult to overcome the first impressions they form based on the professional appearance of a page’s design.* Source: http://bada.ms/webcredibility
  6. 6. POLEMIC D I G I T A L
  7. 7. POLEMIC D I G I T A L
  8. 8. POLEMIC D I G I T A L Key Aspects of good web design • Your site’s purpose need to be instantly evident Don’t make users look for the purpose of your site Strong headlines, clearly named navigation, images • Your site needs to be easy to use Uncluttered layout, good supportive images, works in all browsers • Tell users what you expect them to do Use calls-to-action to guide the visitors to the relevant conversion page
  9. 9. POLEMIC D I G I T A L User Testing • Show your website to people outside your industry; Ask them to perform some tasks and give a running commentary of what they’re feeling and experiencing Watch how they do it and listen to what they say • Use a service like UserTesting.com to perform professional user tests on your website.
  10. 10. POLEMIC D I G I T A L Web Design & Development • Responsive Design; Website layout adjusts to size of the screen it’s being shown on Strive towards a fast load speed • Standards-based; Cross-browser compatibility; - Internet Explorer 8,9,10,11 / Firefox / Chrome / Safari Limit 3rd party plugins; - Avoid Flash, Silverlight & QuickTime - JavaScript is OK, within limits
  11. 11. POLEMIC D I G I T A L Content Management • Open Source systems are a good choice; Easily portable so you’re not dependent on a single web developer Constantly upgraded with security fixes & functional improvements Most are based on standards and will generate compliant websites Many plugins & extensions available for extra functionality • Examples: WordPress, Magento
  12. 12. POLEMIC D I G I T A L POLEMIC D I G I T A L Search Engine Optimisation
  13. 13. POLEMIC D I G I T A L UK Online Market • UK internet economy to make up approximately 10% of GDP in 2015 (± £160 billion) • 93% of online purchases start with a search engine query • 81% of consumers will research products online before making a major buying decision
  14. 14. POLEMIC D I G I T A L Search Engine Market • UK Search Engine Market: Google: 90% Bing: 6% Yahoo: 3% Other: 1% • Google handles 115 billion searches a month That’s over 44,000 search queries every second
  15. 15. POLEMIC D I G I T A L Search Engine User Behaviour 70%+ of clicks on search results are on the organic listings 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  16. 16. POLEMIC D I G I T A L SERP* Click Through Rate In Google’s search results, first place matters. *SERP = Search Engine Results Page Source: http://bada.ms/ctrstudy
  17. 17. POLEMIC D I G I T A L Digital Channel Comparison • Organic search is the top converting traffic source, followed by Paid Search, then Email. • Organic search is still the fastest growing acquisition channel. Source: http://bada.ms/dmchannels
  18. 18. POLEMIC D I G I T A L POLEMIC D I G I T A L The Three Pillars of SEO
  19. 19. POLEMIC D I G I T A L The Three Pillars of SEO Technology Relevance Authority Relevance Technology Technology
  20. 20. POLEMIC D I G I T A L SEO: Technology • Fully indexable website • Clean HTML code • No content hidden in Flash or JavaScript • XML Sitemaps • Structured Data • HTTP status codes • URL query parameters • Robots meta tags • Canonicals & Pagination • Load speed • .... Technology
  21. 21. POLEMIC D I G I T A L SEO: Relevance • Keywords • Title tags & meta description • High quality content • Content structure • Separate pages focused on (sets of ) keywords • Navigation links & internal ‘diagonal’ links • Human-readable URLs • Image ALT attributes • Information Architecture • Panda filter risk factors • .... Relevance
  22. 22. POLEMIC D I G I T A L SEO: Authority • Link profile • Anchor text distribution • Domain metrics • Content Marketing • Social Media integration • Local citations • Brand mentions • Links to broken URLs • Outbound linking • Penguin filter & manual penalty risk factors • .... Authority
  23. 23. POLEMIC D I G I T A L Authority TechnologyRelevance Overlap
  24. 24. POLEMIC D I G I T A L POLEMIC D I G I T A L SEO: Technology
  25. 25. POLEMIC D I G I T A L Technical SEO • Site indexing • HTML code quality • Structured Data • HTTP Status Codes • Load Speed Tools:  Google Webmaster Tools  Screaming Frog SEO Spider  Webpagetest.org
  26. 26. POLEMIC D I G I T A L Troubleshooting Technical SEO • Check site index levels XML sitemaps? • Check HTML quality GWMT HTML recommendations • Check Structured Data GWMT Structured Data / Rich Snippet Testing Tool • Check HTTP Status Codes SEO crawler • Check load speed Webpagetest.org
  27. 27. POLEMIC D I G I T A L W3C Validator
  28. 28. POLEMIC D I G I T A L Google Webmaster Tools
  29. 29. POLEMIC D I G I T A L Screaming Frog SEO Spider
  30. 30. POLEMIC D I G I T A L WebPageTest.org
  31. 31. POLEMIC D I G I T A L Rich Snippets More info: http://bada.ms/richsnippets
  32. 32. POLEMIC D I G I T A L POLEMIC D I G I T A L SEO: Relevance
  33. 33. POLEMIC D I G I T A L On-site Optimisation • Keyword Focus • Navigation Structure • Title tags • Meta descriptions • Body content Tools:  Google AdWords Keyword Planner  Google Trends  Google Webmaster Tools  Screaming Frog SEO Spider
  34. 34. POLEMIC D I G I T A L Identifying On-Site Issues • Keyword focus Find the right keywords Google Keyword Planner / Google Trends • Navigation Structure Is it clearly hierarchical? Check sitelinks • Title Tags & Meta Description SEO crawler • Body content Does it make sense for people? Diagonal linking with rich anchor texts
  35. 35. POLEMIC D I G I T A L Google AdWords Keyword Planner
  36. 36. POLEMIC D I G I T A L Google Trends
  37. 37. POLEMIC D I G I T A L The Long Tail Source: http://bada.ms/longtail
  38. 38. POLEMIC D I G I T A L Title Tags
  39. 39. POLEMIC D I G I T A L Meta Description
  40. 40. POLEMIC D I G I T A L Content Structure Title Tag Meta Description <h1> headline Body content (with <h2> - <h6> subheaders) Image alt attribute Calls to action Links to other pages on the site Source: http://bada.ms/perfectonpageseo
  41. 41. POLEMIC D I G I T A L On-Page Topic Targeting When writing content, organise keyword phrases and ideas with related concepts in order to provide search engines with better topical signals. Source: http://bada.ms/topictargeting
  42. 42. POLEMIC D I G I T A L Human-Readable URLs Bad URL: http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&… Good URL: http://domain.com/safety-boots/caterpillar/steel-toe-safety-boots.html • Don’t overdo it – no keyword stuffing • Use a logical structure that makes sense to humans
  43. 43. POLEMIC D I G I T A L POLEMIC D I G I T A L SEO: Authority
  44. 44. POLEMIC D I G I T A L Link Analysis • Number of links & linking domains • Quality of links • Anchor texts • Competitive Analysis Tools:  Google Webmaster Tools  Majestic SEO
  45. 45. POLEMIC D I G I T A L Analysing link profiles • Check amount & quality of links Majestic • Check anchor texts Majestic • Check link relevance Majestic • Link warnings? Google Webmaster Tools • Competitive Analysis SEMrush
  46. 46. POLEMIC D I G I T A L Webmaster Tools
  47. 47. POLEMIC D I G I T A L Penalty Warnings
  48. 48. POLEMIC D I G I T A L Majestic SEO
  49. 49. POLEMIC D I G I T A L Competitive Analysis
  50. 50. POLEMIC D I G I T A L SEMrush
  51. 51. POLEMIC D I G I T A L POLEMIC D I G I T A L Content Strategy
  52. 52. POLEMIC D I G I T A L 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.”
  53. 53. POLEMIC D I G I T A L 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.
  54. 54. POLEMIC D I G I T A L 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
  55. 55. POLEMIC D I G I T A L Matching Content with Search Intent Write content to match search intent at various stages of the sales funnel
  56. 56. POLEMIC D I G I T A L Align your content with SERPs • Universal Search: Google including different types of search elements in its SERPs, such as... Images Videos News Local businesses In-depth articles Knowledge Graph ...
  57. 57. POLEMIC D I G I T A L Universal Search Knowledge Graph Informational result News results Informational result Image results
  58. 58. POLEMIC D I G I T A L POLEMIC D I G I T A L Linkbuilding
  59. 59. POLEMIC D I G I T A L Linkbuilding • Content alone is not enough to build authority. • Approximately 50%-60% of Google’s ranking algorithms are link-based.
  60. 60. POLEMIC D I G I T A L 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: http://bada.ms/googleguidelines
  61. 61. POLEMIC D I G I T A L 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.
  62. 62. POLEMIC D I G I T A L Linkbait • Content published on your own site that… … is informative; … is entertaining; … is inspiring; … has viral potential; … so that it naturally attracts links.
  63. 63. POLEMIC D I G I T A L Linkbait types • Definitive guides / resources • Top 10 lists • Infographics • Controversy • Quirky angles on old topics
  64. 64. POLEMIC D I G I T A L 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.
  65. 65. POLEMIC D I G I T A L Link Prospecting
  66. 66. POLEMIC D I G I T A L Competitive Linkbuilding • Analyse & monitor your competitors’ links What are they doing and can you replicate? • Steal competitor links Find links to competitor sites that give a 404 Contact linking website and propose alternative • Give stuff away for free Ask for a link in return • Newsjacking Write about hot/controversial topics
  67. 67. POLEMIC D I G I T A L POLEMIC D I G I T A L SEO Resources to follow
  68. 68. POLEMIC D I G I T A L Top SEO blogs • SearchEngineLand.com • StateofDigital.com • Moz.com • BlindFiveYearOld.com • GoogleWebmasterCentral.blogspot.com • PolemicDigital.com/blog
  69. 69. POLEMIC D I G I T A L Top SEO Twitter Accounts • Danny Sullivan: https://twitter.com/dannysullivan • Barry Schwartz: https://twitter.com/rustybrick • Moz: https://twitter.com/moz • Google Webmaster: https://twitter.com/googlewmc • Lee Odden: https://twitter.com/leeodden • Barry Adams: https://twitter.com/badams
  70. 70. POLEMIC D I G I T A L POLEMIC D I G I T A L Questions? barry@polemicdigital.com www.polemicdigital.com twitter.com/polemicdigital twitter.com/badams
  • VincentBreen1

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    Mar. 30, 2015

Slides from my Web Optimisation workshop for the Londonderry Chamber of Commerce in January 2015, where I spoke about best UX practices and the foundations of SEO.

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