Introduction to SEO


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  • Allow SE to understand the content and its contextDon’t use more than one h1 per pageH2 only under h1 etc
  • Introduction to SEO

    1. 1. Introduction to SEO Dan Taylor @DanTaylorSEO
    2. 2. About Me• 7 years experience in Internet Marketing• 4 years as an SEO• Worked at Click Consult, Just Search and MoneySupermarket as well as my own agency SEOwned• Have 3 lovely children and follow Everton (for my sins) 2
    3. 3. Contents• What is SEO?• What is the Value of SEO• How Do You Do SEO? – Keyword Research – Onpage Optimisation – Link Building• Wrap Up 3
    4. 4. What is SEO
    5. 5. 5
    6. 6. 6
    7. 7. WikipediaSearch engine optimization (SEO) is the process ofimproving the visibility of a website or a web pagein search engines via the "natural" or un-paid("organic" or "algorithmic") search results.In EnglishGetting more relevant traffic via search enginesorganic listings. 7
    8. 8. What is theValue of SEO?
    9. 9. Why is SEO Important?Worldwide Internet Usage• 2 billion users online• Over 1 billion daily searches in GoogleUK• Over 82% of population are online• UK Internet economy worth over £100m = 7.2% of GDPSearch Engine Usage• 89% of all online purchases start with a search• 92% of searches made in Google• Organic results receive over 75% of clicks• 91% of searchers never go past the first page 9
    10. 10. and here is where is all begins… 10
    11. 11. 11
    12. 12. Organic results 12
    13. 13. Paid results 13
    14. 14. Shopping results 14
    15. 15. Google suggest 15
    16. 16. Click through rates Source: 16
    17. 17. How Do YouDo SEO?
    18. 18. SEO is About Two Things 18
    19. 19. SEO is About Two Things 19
    20. 20. SEO is About Two Things 20
    21. 21. The SEO Process Keyword • Find the right keywords to optimise for Research • Implement those keywords on the website On-Page • Make the website search-engine friendlyOptimisation • Build links to the website to increase its Linkbuilding authority 21
    22. 22. KeywordResearch
    23. 23. Keyword Research • Start with a basic set of keywords related to the website and the industry it operates in – Engagement Ring, Diamond Engagement Ring, Gold Engagement Ring • Use a keyword tool to expand the list and research competitive info – Wedding Ring, Wedding Band, Platinum Bands, White Gold Engagement Rings, … • Refine the list to set of targeted words – Diamond Engagement Rings, Celtic Wedding Rings, Gold Wedding Rings, Platinum Wedding Bands, White Gold Engagement Rings 23
    24. 24. Short & Long Tail Higher Competition Lower Competition Lower Conversion Rate Higher Conversion Rate Research Phase (e.g TVs) Action Phase (e.g Buy Samsung E3454 32” LCD TV) 24
    25. 25. Keyword Research Tools 25
    26. 26. Keyword Research Tools 26
    27. 27. Keyword Research Tools 27
    28. 28. Keyword Research Tools 28
    29. 29. Keyword Research Tools 29
    30. 30. Keyword ResearchTips & Advice • Make sure your target keywords are relevant to the websites business. • Go for keywords that you can actually rank for (i.e. a new website will not be able to rank for ‘car insurance’) • Try to mix generic keywords (wedding ring) with long-tail keywords (white gold engagement ring) • Remember that keyword tool data is not 100% accurate • Monitor your SEO results to find out which keywords perform the best and focus your efforts there • Remember: keyword research is one of the most important aspects of SEO and it is an ongoing process. 30
    31. 31. On PageOptimisation
    32. 32. On Page Optimisation • Search Engines rank web pages – not websites • Build your pages around one theme and stick with it: – One page about wedding rings – One page about engagement rings • One subpage about white gold engagement rings • Don’t stuff a webpage full of keywords – moderation is the key • Optimise for your users and the search engines will love it. 32
    33. 33. On Page OptimisationElements to be optimised Title tag Meta description tag Headline & paragraph structure Body text Image alt attribute URLs Internal links Sitemaps (HTML & XML) 33
    34. 34. On Page OptimisationTitle Tag <title>SEO For Small Business - SEOwned Limited</title> • Start with your focus keyword, end with your brand name. • Keep it short – 65-70 characters (including spaces) • Use a unique title for every page on your site • Usually shown in the SERPs (but not always) 34
    35. 35. On Page OptimisationMeta Description <meta name="description" content="Small Business? SEOwn It! Choose an SEO Agency that delivers on Return on Investment not just Rankings! Click Here Now to Find Out How We Can Help You!"/> • Not a ranking factor – but a very important click through factor. • SERPS only show 150 characters, and there is no guarentee they will choose your description. • Try to include focus keyword ones (it gets bolded) • Try and include a CTA (phone number, click here) 35
    36. 36. On Page OptimisationBody Copy H1 Tag H2 Tags Paragraph text 36
    37. 37. On Page OptimisationBody Copy • Write for users not search engines • More content = great for search engines Find the balance • Less content = better for users • Minimum amount of 200 words (typically 500+ is ideal) • Include your focus keywords and synonyms • Write naturally and make it readable • Spell and grammar check your content (get someone else to read it) • Don’t stuff your content with keywords. 37
    38. 38. On Page OptimisationImage alt attribute <img src=“” alt=“Ireland Map with pins” /> • Make images relevant to content • Include a relevant alt tag – preferably containing the focus keyword (but don’t shoehorn irrelevant keywords in) 38
    39. 39. On Page OptimisationURLs • Bad URL • Good URL -wedding-ring/ • Keep URLs technology agnostic (i.e. remove file extensions such as .html, .php, … • Don’t overdo the use of keywords • Use a logical hierarchical structure that makes sense to humans 39
    40. 40. On Page OptimisationInternal links • Link from top to bottom • Link sideways and diagonally • Use keywords in the link Wrong: To read more about wedding rings click here Right: Read more about wedding rings • Use breadcrumb links 40
    41. 41. On Page OptimisationSitemaps (HTML & XML) • HTML Sitemap – Webpage listing all pages on the website – Allows users to quickly find the page they’re looking for – Allows search engines to index all pages on your site – Should be linked to from the footer of every page • XML Sitemap – XML file containing all webpages on a website that you want to get indexed. – Can also include images and videos – Gives more info to search engines: update frequency, importance, date of last change. – Should be linked from the robots.txt file and added to Webmaster Tools 41
    42. 42. On Page OptimisationHTML Sitemap 42
    43. 43. On Page OptimisationXML Sitemap 43
    44. 44. On Page OptimisationTips • Hidden text (white text on white background) – Don’t use it, easily detectable and will get you penalised • Meta keywords tag – Useless from an SEO perspective and can give away your target keywords to your competitors • Keyword stuffing – Doesn’t work and may get you penalised • Flash content – Mostly invisible to search engines so don’t use for content. Video and animation is fine • JavaScript – Mostly invisible to search engines so don’t use for main content of site or navigation 44
    45. 45. On Page OptimisationTools • XENU Link Sleuth - – Indexes all pages of a website, data exportable to Excel – Use to create XML sitemaps and find duplicate titles, duplicate descriptions, internal inking and indexation issues. • Firebug – – Use to diagnose header tags, alt images – Use to find hidden text • Google Webmaster Tools – – See how Google sees your site – Pay attention to warnings – Great data straight from Google 45
    46. 46. Link Building
    47. 47. Link Building • Links determine the authority of a page • Higher authority = higher rankings • More links = higher authority • Not all links are equal – 1 valuable link from the BBC will be more powerful that over 100 links from low authority sites. • Link (anchor) text is very important – Branded link: Salford University – Brand + Keyword: Salford University SEO Course – Keyword rich link: SEO Course • A website needs all of these types of link 47
    48. 48. Link BuildingHow to spot a valuable link • PageRank – A measure of how authoritative Google thinks the page is – Only updated sporadically but gives a general idea – 0 is bad (a new site or penalised sitemay have this), 10 is awesome (Facebook is a PR 10) • mozRank – Developed by SEOmoz and it a little more accurate than PageRank and updated more often • Not ‘nofollowed’ – If a link has a rel=“nofollow” attribute then search engines will not pass any value from that link to the page • Common sense – Spammy sites = low quality – Popular site = high quality link – Relevant site = valuable link 48
    49. 49. Link BuildingDifferent types of link • Reciprocal links – Site A links to site B, and site B links back to site A – Try not to link to the same page i.e if they link from their homepage don’t link to their homepage – Not very valuable • Link wheel – Site A links to site B, site B links to site C, site C links to site A – A spam signal, avoid if you can • One-way link – Site A links to site B – Most valuable type of link, get as many of these as you can from relevant or powerful sites. 49
    50. 50. Link BuildingHow to build links 1. Directory submissions 2. Press releases 3. Article marketing & guest blogging 4. Link bait 50
    51. 51. Link Building1. Directory Submissions • Business Directories such as: – – – Best of the web ( • The best directories are usually paid • Always check if a directory link is valuable – What is the PageRank of the page where your link will end up? – Is that page indexed by Google? – Is the link nofollowed? • Good for building foundational brand links • Try and find relevant directories to an industry 51
    52. 52. Link Building2. Press Releases • Great way to build valuable links • Make sure your press release… – Is newsworthy, relevant and interesting enough to be read – Contains a links back to your site (preferably with a keyword rich link text) • Use professional PR distributers – PR Web: £40 to £200 per press release – PR Newswire UK: pricing per article – BusinessWire: pricing per article – MyNewsDesk: £0 to £590 per month • There is no guarantee it will be picked up by news outlets – The more money and time spent on the press release generally leads to more and better links 52
    53. 53. Link Building3. Article Marketing & Guest Blogging • Write relevant articles/blog posts • Links in article & in author bio • Use pseudonyms to create more authors • Article sites: – – – – – • Guest Blogging – Approach blogs and websites directly and offer content – Only link when relevant, link to other sites too – is a popular place to find blogs and bloggers 53
    54. 54. Link Building4. Linkbait • Linkbait is: – Content published on your website that is so interesting/funny/newsworthy/shocking that people will link to it withoutr being asked • Type of linkbait: – Great articles with valuable insight – Infographics – Breaking news stories – Top n lists • Spread via social media – Share on Twitter, Facebook, Google+, Stumbleupon, … – Submit to social news sites such as Reddit 54
    55. 55. Link Building Tools • SearchStatus Firefox Plugin – – Shows a webpages PageRank and mozRank and highlights nofollowed links • SEOMoz Open Site Explorer – – Analyse your competitors links and see if you can get some of them as well – Don’t just copy be inspired • Google Webmaster Tools – See some of the links that Google counts for your website and strive to get more of the same 55
    56. 56. Questions? Dan Taylor deck at: