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Ben M Roberts
SEO
Essentials
2
Put simplyโ€ฆ
Search Engine Optimisation is how you get found naturally, through
search engines. This could be through a number of means including;
- Written Word
- Static Imagery
- Video
- Voice
3
Who am I?
Ben M Roberts
Director at BMR Marketing
Owned & Earned Marketing Specialist
Published Marketing Author
International Conference Speaker
Walesโ€™ #1 Businessman under 35 in 2018
Does the content and title match the search closely? Does
the content answer the question that the searcher is looking
for?
Relevancy
Post regularly in order to main status as an authority in your
field. The more quality content, over time, builds more links &
info to crawl.
Consistency & Recency
The content must be clearly written with few
grammatical errors. It must be presented well.
Quality of
Content
Quick site speed, good UX, minimal page loads, mobile
optimisation and images compression/CDN. All are important to
SEs.
Quality of Site
What do these Search Engines want from
us?
5
Search
Content relevancy & quality.
Links are the proof.
Content &
Links
4
Simple URL strings. Keyword
rich. Use 404 redirects to clean-
up
URL Strings
5
Displays reviews, products and
real-time information
Schema
Markup
6
Ranking
Essentials
Proper titles and subtitles break text
and show SEs what the content is
about
Headers & Subs 1
Helps SEs to determine what an
image is about to show in search
Alt Text 2
The snippet that shows in searches.
You can decide what this is to
improve CTR
Meta Data 3
6
Non-technical SEO is the work carried out,
which the naked eye can see. This includes
content, links and other visual SEO practices.
This can be carried out by most people,
however the quality of such work is variable.
This work will not break your website, but will
have a dramatic impact on your rankings.
Non-Technical
Technical SEO looks at the coding, and ranking
factors beneath the surface. This includes
JavaScript, CDNs and sitemaps.
This is complex, and usually requires an
experienced SEO or developer to do. This is the
foundation of your SEO and without solid
technical SEO your ranking potential is limited.
Technical
7
Local SEO
Tools
Link
Building
Tagging
8
GTM (Tag Manager)
Google Tag Manager allows you to
embed various code snippets into your
website and manage them from one
place โ€“ this means you only have to add
a single code snippet to your website
not multiple.
https://tagmanager.google.com/
9
https://tagmanager.google.com/
10
Update and secure your Google My Business Page. This firstly
verifies your business to Google then includes locations (maps),
reviews and links.
Google My Business (GMB)
Having specific landing pages built for localised areas (also
industries) works really well, especially if national business
but has key areas, with specific information needed.
Local Landing Pages
Ensure locations and phone numbers are updated. Also
ensure that you have mentions of you local services offered
and areas you operate in.
Local Data & Keywords
Local SEO
01
03
04 02
The purpose of link building is to raise the overall authority
of your website, but having our relevant and authoritive
sites link back to you. Signaling to Google that your sire
and content is worth of ranking.
1) Research & Ideation โ€“ You must have a good idea,
that will be of benefit to readers and a linking site.
2) Creation โ€“ You must make the work to a high quality,
with good readability,
3) Outreach โ€“ Personally reach out and make human
connections. Be specific and relevant. Show examples.
4) Monitor โ€“ Keep a list of included links and track using
SEO tools.
Link Building
12
SEO
SOCIAL
MEDIA
CONTENT
Your Site
SEO is largely owned and controlled by you. Your website, your ideas and your content. Everything you write and create online
will leave a footprint. Its your job to make sure it links back to your site.
Owned Marketing
Without earning marketing in the form of backlinks, reviews and and social mentions your owned marketing will have a far
more limited reach.
Earned Marketing
13
Powerful Overall SEO tool with
research, reporting and tracking
included.
SEM Rush
Great for Link building in particular
with DA and link tracker.
Moz
Another powerful overall SEO tool
Ahrefs
/Overall
Free. Reporting tool. Can link into
Data Studio for slick data
reporting.
Analytics
Allows you monitor and control
various code integrations into the
site.
Tag Manager
Local SEO tool to verify your
business and locations.
My Business
/Google
Helps you to understand and
decide the keywords you are going
after.
Keyword
Planner
Broken link crawler primarily.
Screaming
Frog
Wordpress plugin that helps you to
make sure that your non-technical
SEO is up to standard.
Yoast SEO
/Other
Tools
01
03
04 02
The purpose of link building is to raise the overall authority
of your website, but having our relevant and authoritive
sites link back to you. Signaling to Google that your sire
and content is worth of ranking.
1) Research & Ideation โ€“ You must have a good idea,
that will be of benefit to readers and a linking site.
2) Creation โ€“ You must make the work to a high quality,
with good readability,
3) Outreach โ€“ Personally reach out and make human
connections. Be specific and relevant. Show examples.
4) Monitor โ€“ Keep a list of included links and track using
SEO tools.
Link Building
17
Not Exact
Science
The biggest problem with SEO is that is not an exact
science, and you cannot always predict exactly how a
particular piece will rank.
What you can do is follow the guidelines set by the search
engines, monitor your activity, and track the outcomes.
Although the direct effects of SEO are hard to gauge, the
outcomes are not hard to notice.
Earned
Owned
Thank you
Quote โ€œSEO ESSENTIALSโ€ for up to
1 hour FREE discussion about your
SEO, Owned & Earned Marketing:
ben@ben-m-roberts.com

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SEO essentials 2021 - The basics of Search Engine Optimisation

  • 2. 2 Put simplyโ€ฆ Search Engine Optimisation is how you get found naturally, through search engines. This could be through a number of means including; - Written Word - Static Imagery - Video - Voice
  • 3. 3 Who am I? Ben M Roberts Director at BMR Marketing Owned & Earned Marketing Specialist Published Marketing Author International Conference Speaker Walesโ€™ #1 Businessman under 35 in 2018
  • 4. Does the content and title match the search closely? Does the content answer the question that the searcher is looking for? Relevancy Post regularly in order to main status as an authority in your field. The more quality content, over time, builds more links & info to crawl. Consistency & Recency The content must be clearly written with few grammatical errors. It must be presented well. Quality of Content Quick site speed, good UX, minimal page loads, mobile optimisation and images compression/CDN. All are important to SEs. Quality of Site What do these Search Engines want from us?
  • 5. 5 Search Content relevancy & quality. Links are the proof. Content & Links 4 Simple URL strings. Keyword rich. Use 404 redirects to clean- up URL Strings 5 Displays reviews, products and real-time information Schema Markup 6 Ranking Essentials Proper titles and subtitles break text and show SEs what the content is about Headers & Subs 1 Helps SEs to determine what an image is about to show in search Alt Text 2 The snippet that shows in searches. You can decide what this is to improve CTR Meta Data 3
  • 6. 6 Non-technical SEO is the work carried out, which the naked eye can see. This includes content, links and other visual SEO practices. This can be carried out by most people, however the quality of such work is variable. This work will not break your website, but will have a dramatic impact on your rankings. Non-Technical Technical SEO looks at the coding, and ranking factors beneath the surface. This includes JavaScript, CDNs and sitemaps. This is complex, and usually requires an experienced SEO or developer to do. This is the foundation of your SEO and without solid technical SEO your ranking potential is limited. Technical
  • 8. 8 GTM (Tag Manager) Google Tag Manager allows you to embed various code snippets into your website and manage them from one place โ€“ this means you only have to add a single code snippet to your website not multiple. https://tagmanager.google.com/
  • 10. 10 Update and secure your Google My Business Page. This firstly verifies your business to Google then includes locations (maps), reviews and links. Google My Business (GMB) Having specific landing pages built for localised areas (also industries) works really well, especially if national business but has key areas, with specific information needed. Local Landing Pages Ensure locations and phone numbers are updated. Also ensure that you have mentions of you local services offered and areas you operate in. Local Data & Keywords Local SEO
  • 11. 01 03 04 02 The purpose of link building is to raise the overall authority of your website, but having our relevant and authoritive sites link back to you. Signaling to Google that your sire and content is worth of ranking. 1) Research & Ideation โ€“ You must have a good idea, that will be of benefit to readers and a linking site. 2) Creation โ€“ You must make the work to a high quality, with good readability, 3) Outreach โ€“ Personally reach out and make human connections. Be specific and relevant. Show examples. 4) Monitor โ€“ Keep a list of included links and track using SEO tools. Link Building
  • 12. 12 SEO SOCIAL MEDIA CONTENT Your Site SEO is largely owned and controlled by you. Your website, your ideas and your content. Everything you write and create online will leave a footprint. Its your job to make sure it links back to your site. Owned Marketing Without earning marketing in the form of backlinks, reviews and and social mentions your owned marketing will have a far more limited reach. Earned Marketing
  • 13. 13 Powerful Overall SEO tool with research, reporting and tracking included. SEM Rush Great for Link building in particular with DA and link tracker. Moz Another powerful overall SEO tool Ahrefs /Overall Free. Reporting tool. Can link into Data Studio for slick data reporting. Analytics Allows you monitor and control various code integrations into the site. Tag Manager Local SEO tool to verify your business and locations. My Business /Google Helps you to understand and decide the keywords you are going after. Keyword Planner Broken link crawler primarily. Screaming Frog Wordpress plugin that helps you to make sure that your non-technical SEO is up to standard. Yoast SEO /Other Tools
  • 14.
  • 15.
  • 16. 01 03 04 02 The purpose of link building is to raise the overall authority of your website, but having our relevant and authoritive sites link back to you. Signaling to Google that your sire and content is worth of ranking. 1) Research & Ideation โ€“ You must have a good idea, that will be of benefit to readers and a linking site. 2) Creation โ€“ You must make the work to a high quality, with good readability, 3) Outreach โ€“ Personally reach out and make human connections. Be specific and relevant. Show examples. 4) Monitor โ€“ Keep a list of included links and track using SEO tools. Link Building
  • 17. 17 Not Exact Science The biggest problem with SEO is that is not an exact science, and you cannot always predict exactly how a particular piece will rank. What you can do is follow the guidelines set by the search engines, monitor your activity, and track the outcomes. Although the direct effects of SEO are hard to gauge, the outcomes are not hard to notice. Earned Owned
  • 18. Thank you Quote โ€œSEO ESSENTIALSโ€ for up to 1 hour FREE discussion about your SEO, Owned & Earned Marketing: ben@ben-m-roberts.com

Editor's Notes

  1. However is becoming more broad โ€“ i.e. specific amazon, podcast etc This presentation will be a whistle stop tour of SEO, covering the essentials and need-to-know to get you started, fix what you have missed and ensure you are following core SEO principles What I wonโ€™t do is bombard you with stats about how important SEO is There is a lot more detail to go into, and Iโ€™m happy to do that for you