5 Search Engine Marketing Tips (Carmarthen Tourism Event)


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My presentation slides for the Carmarthen Digital Tourism Conference in April 2013. Topics cover the basics of SEO and getting the most out of your website.

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  • Huge topic Still learning, 11 years in Not actually 5 tips. 5 main areas, each with a few tips Q&A at the end
  • Called 5 tips but lots of tips 5 main areas
  • Brings it all together Gaining in importance these days
  • The Organic results Traditionally, two sections to a search engine. Paid and unpaid Not talking about PPC today. This section, where usually 70-80% of people click.
  • People trust sites at top of Google SEO is an industry levellerYou can compete internationally in competitive markets and win Pull NOT Push
  • Spiders = software. Seek out content for the index. Jump from link to link
  • Keywords on pages - headings, copy Behind the scenes - titles, meta data Gets you into the game.
  • Gets you to the top of the pile. Popularity contest That’s it. SEO in a nutshell. Proving relevance and then importance ranks you above the next site. The reason COnfused.com are 1 for car insurance is because they do a better job of this.
  • How do we make sure our on-site SEO (i.e. the SEO work on our actual website) is up to scratch? Start with the basics, and that’s making sure you are targeting the right keywords.
  • Tip 1 is all about choosing keywords Big mistake we see - wrong keywords are chosenBased on assumption
  • Stick ‘keyword tool’ into Google. First result.
  • Tip 2 is about using keywords. Poor keyword use is a big issues Duplication of keywords across pages (cannibalisation) is a problem
  • Page title. Meta description. URL. All visible in Google Need keywords in there (emboldened) and good sales messages to entice the click.
  • Will cover this more after
  • A varied and natural link profile is best. Don’t ‘over optimise’ as this annoys Google
  • Formerly Google Place Known as Local SEO
  • Formerly Google Place Known as Local SEO
  • A mini SEO project. Prove relevance and importance again: Accurate info + keywords within listing = relevance Citations & reviews = importance Encourage reviews from people. Charity donation? Venue in London does this well.
  • Huge subject Hugely important Brings everything else together and steps it up a notch
  • Tip 3 is about creating content Hugely important area these days
  • Don’t write for the sake of it. Find out what people care about first
  • Long Tail keywords represent around 70% of most trafficThey are also a lot easier to rank for (those Quick Wins)
  • Hugely important not just for users (hints, tips) or so you have extra pages for Google But also helps improve your SEO and therefore rankings
  • Blogging allows you to quickly create keyword rich contentFresh content keeps Google returning Good for UNIVERSAL search SOCIAL SIGNALS = important ranking factors
  • “ We want to engage with our community”
  • Write behind the scenes blog posts, on-site
  • And then use various social sites to promote them. Each site has different content, depending on the audience. Facebook has a bit of everything
  • The interesting images are sent over to Flickr. You can see quite a few people there favouriting them and commenting on them
  • Some videos uploaded to YouTube
  • Not a complex strategy. Quite the opposite. Recognises what their target market wants - information. Hungry for knowledge Over 400k followers.
  • 5 Search Engine Marketing Tips (Carmarthen Tourism Event)

    1. 1. Content Strategy, SEO and Social Media
    2. 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
    3. 3. WHAT WE WILL COVER Part 2: On-site SEO How to pick keywords How to optimise web pages
    4. 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links Google+ Local
    5. 5. WHAT WE WILL COVER Part 4: Content How to create great content
    6. 6. WHAT IS SEO?
    7. 7. WHAT IS SEO?“The process of improving the visibilityof a website or a web page in the un-paid("organic") search results...the higherranked on the search results page, themore visitors it will receive”- wikipedia
    8. 8. WHY BOTHER? High rankings mean...Greater brand exposure More trafficMore sales & enquiries
    9. 9. HOW GOOGLE WORKS Spiders crawl links Adds pages to the index Shows most RELEVANT resultsOrders results due to IMPORTANCE
    10. 10. RELEVANCE Keywords on your pagesKeywords behind your pages
    11. 11. IMPORTANCE In-bound linksVotes of Confidence Relevancy Authority
    12. 12. ON-SITE SEO
    13. 13. CHOOSING KEYWORDSAssumption is the enemy of SEOSo, use the Google Keyword Tool (it’s free and easy to use)
    14. 14. CHOOSING KEYWORDS Look at ‘exact’ match keywordsCompare volume with competition - find gaps in the market Mix quick-wins with long-term goals
    15. 15. SEO COPYWRITINGGoogle ranks webpages, not websites 1-2 phrases per page Get them into your pages...
    17. 17. SEO COPYWRITINGIn your copy = headings, subheadings, body, call-to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc...
    18. 18. SEO COPYWRITINGStrong messages and good keyword use are vital for clicks
    19. 19. OFF-SITE SEO
    20. 20. LINK BUILDINGYour site needs in-bound linksGoogle is a popularity contest Many ways to get links...
    21. 21. LINK BUILDING DirectoriesNiche specific (hotels, tourism, travel) Local specific General (Yell, Yahoo!, etc)
    22. 22. LINK BUILDING Content Guest blog posts Advice articlesOnline press releases
    23. 23. LINK BUILDING Relationships Suppliers Testimonials Business partners
    24. 24. LINK BUILDINGTry and vary the links Many domainsDifferent landing pagesAlternate ‘anchor text’
    25. 25. GOOGLE+ LOCAL ‘Local SEO’Appear within the map results
    26. 26. GOOGLE+ LOCAL Citations Reviews
    27. 27. CONTENT
    28. 28. CONTENTSpend time on creating good regular contentYour brand will stand out to visitorsYou will find new fans and followers
    29. 29. WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings blog posts press releases advice articles
    30. 30. WHAT IS CONTENT? But content is also:
    31. 31. VIDEOS
    32. 32. IMAGES
    33. 33. GAMES
    34. 34. COMPETITIONS
    35. 35. FINDING THE NEEDResearch what people are already looking for: Keyword tool Blogs Discussions
    36. 36. KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area Use the Google Keyword Tool and your Analytics data
    37. 37. SEO & CONTENT“Provide unique and relevant contentthat gives users a reason to visit yoursite...create a useful, information richsite”- Google
    38. 38. SEO & CONTENTGoogle is constantly looking for content to show to users Link-bait = the best links
    39. 39. A QUICK CASE STUDY
    40. 40. BROOKLYN MUSEUMUsing a Behind-The-Scenes approach to mix SEO, content and social
    41. 41. SO...
    42. 42. YOU NEED TO Choose your keywords carefully Optimise your pages properlyBuild lots of links from external sites Set-up a Google+ Local profile
    43. 43. YOU NEED TOFind out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
    44. 44. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect:uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertySEOs