Seo zero to seo hero intro to search marketing


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How can you get more business from the web?
Why do some sites rank better than others?
What can you do to get ahead of the competition? Should you blog or tweet and will that help your website rank better in search?

This session addresses each of those questions and moves rapidly from the basics of search engine optimisation into actionable tactics for local search, e-commerce and services companies.

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Seo zero to seo hero intro to search marketing

  1. 1. SEO Zero to SEO HeroWhat every business owner should know about search marketingJaspal
  2. 2. What can a PR agency tell you about SEO?Public relations From local press to the FT – online, print, broadcast media coverage Main focus is B2B and technical companies Successful award entries and product reviews work (inc. consumer electronics) Since 2006, we’ve ranked highly for a broad range of search terms Around 50% of new business comes from online (UK and abroad) Our clients rank high in search and win business from the SEO, paid search SEO training and coaching@JaspalX 2
  3. 3. What we’ll cover What is SEO How to understand the search engine results pages (SERPs) Why do some sites rank better than others? SEO process SEO for: Local search, E-commerce, Services Common questions@JaspalX 3
  4. 4. SO WHAT IS SEO What is the point of SEO? And who’s doing it?@JaspalX 4
  5. 5. Clicks (SEO) Conversions (CRO) Rank More More higher prospects sales in search SEO brings prospects to your website@JaspalX 5
  6. 6. Adverts Usually adverts Organic search results. Most people trust these more than adverts Top 4 results on page one get 40% of the clicks1 Results can be complex – know what your SERP looks like@JaspalX Source: Slingshot SEO study 2011 6
  7. 7. Anyone for pizza? Search for pizza, how complicated can it be?@JaspalX Image credit: Avanti Pizza 7
  8. 8. Adverts Places Search verticals you could target: Social connections • Maps/places Places • Images • Shopping (products) • Video • Recipes Reviews Images Good SEO can help you own more of the SERP@JaspalX Adverts 8
  9. 9. WHAT ARE THE RANKING FACTORS Why did Dominos &Pizza Hut beat everyone else? Why do some sites rank higher than others? Google isn’t telling, but we can make good guesses… @JaspalX 9
  10. 10. Why a page will rank for keyword ‘x’ Social promotion Content (on page & site) Links (to page & site) ~70%0% 5% 10% 15% 20% 25% Authoritative, trustworthy links. Good use of keywords. Social sharing. Technical factors@JaspalX Source: SEOMoz ranking factors survey 2011 (10k searches, 132 strong panel) 10
  11. 11. To ‘do SEO’ this is what you need to think about Google wants to give the best result to the searcher Content quality and relevance How do you know when to pat yourself on the back? Links are a bit like Measurement Links & votes reviews Searchers (keywords) Location Technology (local/country) Places/technology Getting this wrong Search can sink your SEO verticals efforts Different verticals require different solutions (maps, local,@JaspalX 11 images etc.)
  12. 12. Thanks for the theory Jas… …how do I get my site to rank?@JaspalX 12
  13. 13. A simplified SEO process: work out where you’re weakestYou need to Output/mechanism1. Do the technical basics Analytics, webmaster tools etc.2. Know your searchers Identify a handful of ‘personas’3. Think about searcher intent List common search queries4. Do the searches Understand which verticals to target5. How strong is the Refine your list of queries - should you targetcompetition? ‘pizza’ or ‘pizza delivery in Coventry’?6. Fix your website content 1-3 phrases for each of the main pages on your site7. Let Google know you’re loved Get links, reviews, citations Track results, rinse and repeat@JaspalX 13
  14. 14. Get the technology right@JaspalX 14
  15. 15. Do the technical basicsYou need Google Analytics (GA)I recommend Google Webmaster Tools and Bing Webmaster ToolsThen link Google Webmaster Tools (and AdWords) to GA Make sure you have admin access – it’s your data after all. Use a ‘standard’ CMS unless there’s a good reason not to@JaspalX 15
  16. 16. Analytics can tell you… Where are sales coming from? Where are visitors coming from? What do people who spend more than average look at? How important is mobile? What content should I be creating? Remember to exclude your own computer/company. Check out ‘advanced segments’ in Google Analytics@JaspalX 16
  17. 17. Personas, queries, keywords ✓@JaspalX 17
  18. 18. Know your searchers: personas, keywords, queries Dad of young kids Mum of young kidsTeenagers with money (TV) sports fans PizzaPersonas: Pizza deliveryA handful of written Pizza take away Fast pizza delivery‘sketches’ of people you pizza restaurant Fast pizza delivery in Solihullwant visiting your site Pizza delivery in Knowle Pizza delivery in Dorridge Pizza for parties Seed phrases: Short phrases relevant to your searcher personas Create variations: use adjectives, adverbs, plurals, locations@JaspalX 18
  19. 19. Keywords + search volume + rankings = basis for SEOExpand your list Get search volumes from the  Analytics Google AdWords keyword tool Seed keywords (try phrase match but always  check with exact match) Forums Blogs Social media Customer feedback Related search results@JaspalX 19
  20. 20. Keywords + search volume + rankings = basis for SEO Rankings Search volume With the right tools you can scale this research to (tens of) thousands of keywords@JaspalX 20
  21. 21. Competition ✓ ✓ ✓ ✓@JaspalX Image credit: 21
  22. 22. How strong is the competition? At least 40% of ranking is attributable to links We need to know how many links the competition has got and how ‘powerful’ those links are@JaspalX 22
  23. 23. Fortunately, there are tools that show links Ranking sites: 1. Dominos 2. Wikipedia 3. Pizza Hut 4. Papa John’s Try or 23
  24. 24. Hard for Papa John’s to win for the most competitive phrases For new entrants, it looks like 300 LRDs is the ‘price of entry’ The number of different sites linking with ‘followed’ links Use this information to help when prioritising the phrases you will target@JaspalX 24
  25. 25. Fix your website ✓ ✓ ✓ ✓ ✓@JaspalX 25
  26. 26. Fix your website – site structure Site structure, get the foundations right Try to keep all content within three clicks of home page Target between one and three keywords at each page Main menu (and category) links aimed at your main keywords Google is not great at finding links and content insides Flash and JavaScript Use a text browser like Image credit: 26
  27. 27. Fix your website – page content Page titles – most important words first Forget meta keywords unless targeting Baidu, Yandex etc. Write for people first, search engines second. Would a neutral person link to your content? Images (use ALT text) Link out to quality sites Consolidate ‘thin’ pages and keep the Panda happy. Fixing on page content can lead to significant rank boosts Source: 27
  28. 28. Let Google know your website is loved ✓ ✓ ✓ ✓ ✓ ✓ Links, shares, reviews@JaspalX 28
  29. 29. Links and anchor text High quality linksAuthoritative sites Lower quality• The Media • Most blogs• Industry authorities and press • Blog/forum comments• High quality directories • Directories Anchor text – tells Google what your links are aboutAnchor text is the bit of text you click on.Rule of thumb: build two brand links for every keyword link@JaspalX 29
  30. 30. Links are valuable, two main types Followed No-follow Facebook, Wikipedia, Twit ter, some blog comments, most social media sites, etc. No-follow links can bring valuable visitors (Links in JavaScript and Flash can behave like no-follow)@JaspalX 30
  31. 31. You can’t tell a no-follow link just by looking at it Get a bookmarklet at: for your browser@JaspalX 31
  32. 32. Social sharing impact on SEO More important Less important ? Treat this as a rough guide only – it misses the PR benefit!@JaspalX 32
  33. 33. Reviews If you have: Google Shopping feed (products) Google Places page (location) Then: Get customer reviews! Be wary of: Creating a sudden spike in number and/or ratings of reviews Reviews all coming from the same location (IP address) Product reviews: require changes to your website. Places reviews: you just need a Google Place@JaspalX 33
  34. 34. A simplified SEO processYou need to Output/mechanism1. Do the technical basics Analytics, webmaster tools etc.2. Know your searchers Identify a handful of ‘personas’3. Think about searcher intent List common search queries4. Do the searches Understand which verticals to target5. How strong is the Refine your list of queries - should you targetcompetition? ‘pizza’ or ‘pizza delivery in Coventry’?6. Fix your website content 1-3 phrases for each of the main pages on your site7. Let Google know you’re loved Get links, reviews, citations Track results, rinse and repeat@JaspalX 34
  35. 35. Some (slightly) special cases Local, e-commerce, services@JaspalX 35
  36. 36. LOCAL SEARCH Consistent name, Claimed address, phone – everywhere online Categories Reviews DescriptionPhotos (videoswould be good) @JaspalX 36
  37. 37. E-COMMERCE & PRODUCTS Make your pages stand out Great images. Use multiple images Add value with your descriptionsUser generated content (reviews, comments) Technical aspects are more important Use product markup including: reviews, pricing, stock Submit a Google product feed Build links to category pages Evaluate by estimating likely value of ranking changes@JaspalX 37
  38. 38. How much should I invest in SEO? (I sell ‘blue widgets’) Rank Volume Visits Sales Conversion rate Value 10 1000 10 1 10% £100 Rank Volume Visits Sales Conversion rate Value 1 1000 ~180 ~18 10% £1,800@JaspalX Source: Slingshot SEO study 2011 of 342 keywords 38
  39. 39. SERVICES Good keyword research is essential – Identify good-volume low competition opportunities Create content that is valuable to your targets Market your content Who, what, why, when & how for content ideas Create content for each level in the sales funnel. 39
  40. 40. JUST ONE MORE THING… Just one more thing… Common questions@JaspalX Image credit: 40
  41. 41. Will advertising help my rankings? Will paying for these slots Move my site up in these slots? No. There is no evidence to link spend on AdWords or adCenter with higher rankings@JaspalX 41
  42. 42. I see site X ranking in position Y, why do you get site Z?@JaspalX 42
  43. 43. Google is watching you Google knows: Who you are What you did online Where you are What you like online Who you know online What your online friends like Simplest workaround: use ‘private browsing’ mode Buyers’ social networks represent an opportunity@JaspalX 43
  44. 44. Can I buy links/I got a great offer in my email If you outsource SEO, know what kind of links your agency is getting for you…your business could depend upon it@JaspalX 44
  45. 45. Should I tweet? Your own tweets have little to no direct impact on SEO. But…pages receive a boost in Google rankings when shared on Twitter Effect levels out at around 50 tweets then rises around 5,000 tweets URLs receiving over 7,500 tweets almost always in top 5 results Tweeting doesn’t help in and of itself. Tweets about your web pages do help.@JaspalX Source: Branded3 survey 2012 using 45
  46. 46. Should I blog? Yes. At least have some kind of news/articles section.@JaspalX Source: 46 image:
  47. 47. Should I blog? Socks with cats on them The more specific a search, the more likely the visitor is to convert@JaspalX Source: 47 image:
  48. 48. TL;DR version of the process Evaluate Create then link- update worthy your plan content Get Get lots some of good social links shares@JaspalX 48
  49. 49. Rank More More higher prospects sales in search Come and visit our stand downstairs – we’re offering discounts on SEO audits and SEO training @JaspalX 49