Introduction to SEO (Search Engine Optimisation)
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Given by search director Ian Miller @ a Chartered Institute of Management training course, this presentation covers
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Introduction to SEO (Search Engine Optimisation)
- 2. @millerian • Ian Miller, Search Director at Crafted Media • Full service digital agency of 40+ specialists • Team of 15 across all search disciplines • Responsible for increasing visitors, & converting them • Wide range of clients across B2B & B2C industries
- 10. • Measurable • Traffic • Keywords • Enquires • Sales • Effective • Incremental • Harder than you think • Constantly evolving
- 12. Ensures the website can be found, and understood, by search engines Improves how the site is perceived as an authority within its niche Helps guide a user to the intended response in a positive way
- 13. Give a man a fish and he’ll eat for a day Teach a man to fish and he’ll eat every day
- 14. Give a man a fish and he’ll eat for a day Teach a man to fish and he’ll eat every day SEO is much like fishing
- 16. SEO can have an image problem
- 17. What SEO hat do you wear? White or Black
- 18. Do the right thing
- 19. Do the right thing Would you tell your mum?
- 23. Write for users, not a product manager More is better Maximise all collateral Get a copywriter, or become one What pages to you need? What pages is a visitor expecting to find?
- 24. Who do you trust?
- 25. Create a Content Strategy
- 26. 1 2 3
- 27. • Editorial strategy spreadsheet • Keyword mapping spreadsheet
- 28. Wordle
- 32. Foundation of the web
- 33. • Partners and clients • Suppliers • Charity and sponsorships • Staff • Social profiles • Groups and associations • Events
- 34. • Resource lists • Niche directories • Case studies • Reviews and competitions • Top XX lists • Adverts • Brand mentions: “my company” –site:mycompany.com
- 35. • E.g. Education links • Do a talk • Careers fair • Internships and placements • Job boards • Publications • Student unions
- 37. • Natural • In built authority • Anchor text distribution • Repeat links • Make it interesting for the recipient • Can snowball
- 43. • Learn Google Webmaster Tools - http://crftd.md/gwmtintro • Online graders • http://www.woorank.com • http://marketing.grader.com • Try and break your own site • Internal and external linking
- 49. • Register social profiles http://knowem.com/ • Schedule things is you’re time poor http://bufferapp.com/ • Monitor http://sproutsocial.com • Authenticity is key • Everything takes time, is that bandwagon worth it? • It’s a perfect introduction, develop meaningful relationships
- 51. “I know only half of my advertising works. The problem is, I don’t know which half.”
- 52. • Define success per stakeholder • Execute, evaluate, enhance • Document everything • Analytics notes • Reward (and risk) is cumulative • People > Process > Technology
- 64. • Schema.org • Product • Organisation • Author • Analytics (not provided) • Cookie law – http://crftd.md/lxCrX2 • Fragmented search
- 67. • http://www.flickr.com/photos/st3f4n/ • http://www.flickr.com/photos/wokka/ • http://www.flickr.com/photos/robie06/ • http://gizmodo.com/5878987/its-official-google-is-evil-now • http://www.flickr.com/photos/photonquantique/ • http://www.flickr.com/photos/massenpunkt/ • http://www.flickr.com/photos/bloomgal/ • http://www.flickr.com/photos/pixx0ne/ • http://www.flickr.com/photos/conorkeller/ • http://www.flickr.com/photos/bobjagendorf/ • http://www.flickr.com/photos/walkingsf/ • http://www.flickr.com/photos/walkingsf/ • http://www.flickr.com/photos/megpi/ • http://www.flickr.com/photos/massimo_riserbo/ • http://www.flickr.com/photos/realheightz/