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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5 Search Engine Marketing Tips (Carmarthen Tourism Event)
- 1. Content Strategy, SEO and Social Media
- 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
- 3. WHAT WE WILL COVER Part 2: On-site SEO How to pick keywords How to optimise web pages
- 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links Google+ Local
- 5. WHAT WE WILL COVER Part 4: Content How to create great content
- 6. WHAT IS SEO?
- 7. WHAT IS SEO? “The process of improving the visibility of a website or a web page in the un-paid ("organic") search results...the higher ranked on the search results page, the more visitors it will receive” - wikipedia
- 9. WHY BOTHER? High rankings mean... Greater brand exposure More traffic More sales & enquiries
- 10. HOW GOOGLE WORKS Spiders crawl links Adds pages to the index Shows most RELEVANT results Orders results due to IMPORTANCE
- 11. RELEVANCE Keywords on your pages Keywords behind your pages
- 12. IMPORTANCE In-bound links Votes of Confidence Relevancy Authority
- 13. ON-SITE SEO
- 14. CHOOSING KEYWORDS Assumption is the enemy of SEO So, use the Google Keyword Tool (it’s free and easy to use)
- 16. CHOOSING KEYWORDS Look at ‘exact’ match keywords Compare volume with competition - find gaps in the market Mix quick-wins with long-term goals
- 17. SEO COPYWRITING Google ranks webpages, not websites 1-2 phrases per page Get them into your pages...
- 18. SEO COPYWRITING
- 19. SEO COPYWRITING In your copy = headings, subheadings, body, call-to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc...
- 20. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
- 21. OFF-SITE SEO
- 22. LINK BUILDING Your site needs in-bound links Google is a popularity contest Many ways to get links...
- 23. LINK BUILDING Directories Niche specific (hotels, tourism, travel) Local specific General (Yell, Yahoo!, etc)
- 24. LINK BUILDING Content Guest blog posts Advice articles Online press releases
- 25. LINK BUILDING Relationships Suppliers Testimonials Business partners
- 26. LINK BUILDING Try and vary the links Many domains Different landing pages Alternate ‘anchor text’
- 27. GOOGLE+ LOCAL ‘Local SEO’ Appear within the map results
- 29. GOOGLE+ LOCAL Citations Reviews
- 30. CONTENT
- 31. CONTENT Spend time on creating good regular content Your brand will stand out to visitors You will find new fans and followers
- 32. WHAT IS CONTENT? Traditionally, content is seen as text: web pages product listings blog posts press releases advice articles
- 33. WHAT IS CONTENT? But content is also:
- 34. VIDEOS
- 35. IMAGES
- 36. GAMES
- 37. COMPETITIONS
- 38. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
- 39. KEYWORD RESEARCH Find ‘long-tail’ opportunities in your area Use the Google Keyword Tool and your Analytics data
- 43. SEO & CONTENT “Provide unique and relevant content that gives users a reason to visit your site...create a useful, information rich site” - Google
- 44. SEO & CONTENT Google is constantly looking for content to show to users Link-bait = the best links
- 45. A QUICK CASE STUDY
- 46. BROOKLYN MUSEUM Using a Behind-The-Scenes approach to mix SEO, content and social
- 52. SO...
- 53. YOU NEED TO Choose your keywords carefully Optimise your pages properly Build lots of links from external sites Set-up a Google+ Local profile
- 54. YOU NEED TO Find out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
- 55. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect: uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertySEOs
Editor's Notes
- 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.