SEO in an hour
03.12.13
What we’ll cover
● How Google works
● What is SEO
● 5 ways to ‘SEO the copy’
● 3 keyword tools
● Q&A
Q. What is Google's mission?

A. To organise the world's information and
make it universally accessible and useful.
(And sell advertising.)
Let’s ‘Google’ some stats...
● 300 million users (91% of the market)
● 1 billion+ questions answered a day
● 1 million+ sp...
How are Google results served up?
Algorithm based on 200+ signals, eg:

● quantity/quality of sites linking to you
● quali...
(CC) Wikimedia Commons
Google is changing all the time...
'free' Wikipedia
content

media content

local business
What are we trying to do?
Get to #1 on Google!
but
"For every search query performed on Google,
there are thousands, if no...
What is SEO?
...the process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-pa...
Let’s see how visibility
changes depending on
what users search for...
content marketing + UK
content marketing
How do we ‘do SEO’?

● Machines: We help Google read, understand
and index our content.

● Humans: We create high value co...
Easy!
The practical stuff!
1. Headlines are really important
Exercise: Headlines that don't work
Spot the potential SEO issue in each headline.
Headline takeaways
● research and include main keywords
● keep it short or be cut-off (40-60 characters)
● puns don’t work...
The practical stuff!
1. Headlines are really important
2. Intros should be must-clicks
Exercise: Intros round
Put these heads/intros in the order of ranking
on Google.
Intros advice
● offer a compelling reason to read on but...
● don't spin or over-promise
● include synonyms/alternative ke...
The practical stuff!
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in a...
Alt text in the cms
Alt text
<img src="http://static.guim.
co.uk/sysimages/Guardian/Pix/cartoon
s/2012/2/10/1328873046573
/valentines-day-scen...
The practical stuff!
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in a...
YouTube
...is a search
engine, too.
● Optimise your
heads/intros
● Help Google
index content:
tags, link to
transcripts,
c...
The practical stuff!
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in a...
More practical stuff: three SEO tools
● Google Trends
(compares up to five terms)
● Google Autocomplete
(also differentiat...
Google Keyword Planner: “outsourcing” - showing number of average monthly
searches, level of competition, seasonal graph.
Example: general topic sourced from expert, angle honed via keyword research
in analytics and SEO tools.
Google Autocomplete suggests ‘tax’ keyword
Adding ‘tax’ brings article to top position on Google
"Good enough sucks"
fff
Ultimate SEO tip: Research angle 1st
Make better choices before you start.

● What does your reader want to know?
● How be...
Resource list

●
●
●
●

●
●

Google SEO Starter Guide – 32 pages of best practice
Moz (SEOmoz) guide - Beginners Guide to ...
Any questions?

@fionacullinan
fiona.cullinan@seven.co.uk
fionacullinan.com
SEO in an hour
SEO in an hour
SEO in an hour
SEO in an hour
SEO in an hour
SEO in an hour
SEO in an hour
SEO in an hour
Upcoming SlideShare
Loading in …5
×

SEO in an hour

614 views

Published on

Presentation at Grant Thornton UK LLP covering the changing landscape of SEO, five SEO basics (that are less prone to change) and three online keyword tools, plus a list of resources for ongoing learning.

Published in: Marketing, Technology, Business
1 Comment
0 Likes
Statistics
Notes
  • This slide share is really valuable and your idea is superb these things are really working, I like your views and found it more helpful for me in getting the best ideas how to use these rich scraps and schema and how it works. I like to implement these things and your slide share is helpful for me how can I apply these things.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
614
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
10
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

SEO in an hour

  1. 1. SEO in an hour 03.12.13
  2. 2. What we’ll cover ● How Google works ● What is SEO ● 5 ways to ‘SEO the copy’ ● 3 keyword tools ● Q&A
  3. 3. Q. What is Google's mission? A. To organise the world's information and make it universally accessible and useful.
  4. 4. (And sell advertising.)
  5. 5. Let’s ‘Google’ some stats... ● 300 million users (91% of the market) ● 1 billion+ questions answered a day ● 1 million+ spam pages created each hour
  6. 6. How are Google results served up? Algorithm based on 200+ signals, eg: ● quantity/quality of sites linking to you ● quality of content ● ability to read/understand your content ● lower ranking for ‘bad’ SEO
  7. 7. (CC) Wikimedia Commons
  8. 8. Google is changing all the time...
  9. 9. 'free' Wikipedia content media content local business
  10. 10. What are we trying to do? Get to #1 on Google! but "For every search query performed on Google, there are thousands, if not millions of web pages with helpful information." – Google.
  11. 11. What is SEO? ...the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. [Wikipedia]
  12. 12. Let’s see how visibility changes depending on what users search for...
  13. 13. content marketing + UK
  14. 14. content marketing
  15. 15. How do we ‘do SEO’? ● Machines: We help Google read, understand and index our content. ● Humans: We create high value content that our target readers want to find, read, share.
  16. 16. Easy!
  17. 17. The practical stuff! 1. Headlines are really important
  18. 18. Exercise: Headlines that don't work Spot the potential SEO issue in each headline.
  19. 19. Headline takeaways ● research and include main keywords ● keep it short or be cut-off (40-60 characters) ● puns don’t work – clarity over cleverness ● 'viral' heads do work – with certain brands ● beat the competition – must-click factor ● don't rely on images for context
  20. 20. The practical stuff! 1. Headlines are really important 2. Intros should be must-clicks
  21. 21. Exercise: Intros round Put these heads/intros in the order of ranking on Google.
  22. 22. Intros advice ● offer a compelling reason to read on but... ● don't spin or over-promise ● include synonyms/alternative keywords ● intro often forms metadescription ● be concise (cut-off around 250 characters)
  23. 23. The practical stuff! 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text
  24. 24. Alt text in the cms
  25. 25. Alt text <img src="http://static.guim. co.uk/sysimages/Guardian/Pix/cartoon s/2012/2/10/1328873046573 /valentines-day-scene-007. jpg" width="460" height=" 276" alt="valentine's day scene" itemprop="contentUrl representativeOfPage">
  26. 26. The practical stuff! 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text 4. Videos need descriptions and keywords
  27. 27. YouTube ...is a search engine, too. ● Optimise your heads/intros ● Help Google index content: tags, link to transcripts, categories, etc
  28. 28. The practical stuff! 1. Headlines are really important 2. Intros should be must-clicks 3. Images need to be described in alt text 4. Videos need text support 5. Do SEO research before creating content
  29. 29. More practical stuff: three SEO tools ● Google Trends (compares up to five terms) ● Google Autocomplete (also differentiate from other search results) ● Google Keyword Planner (requires Google AdWords login)
  30. 30. Google Keyword Planner: “outsourcing” - showing number of average monthly searches, level of competition, seasonal graph.
  31. 31. Example: general topic sourced from expert, angle honed via keyword research in analytics and SEO tools.
  32. 32. Google Autocomplete suggests ‘tax’ keyword
  33. 33. Adding ‘tax’ brings article to top position on Google
  34. 34. "Good enough sucks" fff
  35. 35. Ultimate SEO tip: Research angle 1st Make better choices before you start. ● What does your reader want to know? ● How best can you tell them? ● Why would anyone want to read/view this?
  36. 36. Resource list ● ● ● ● ● ● Google SEO Starter Guide – 32 pages of best practice Moz (SEOmoz) guide - Beginners Guide to SEO Content Marketing Institute blog How I teach myself new digital content skills using cake! – personal development/training Bookmarks – SEO and content marketing RSS feeds – find good sites and subscribe to them
  37. 37. Any questions? @fionacullinan fiona.cullinan@seven.co.uk fionacullinan.com

×