SEO Masterclass - Econsultancy (Moorgate April 2013)

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SEO Masterclass - Econsultancy (Moorgate April 2013)

  1. 1. Natural Search EngineMarketing MasterclassSEOApril 2013
  2. 2. || Natural Search Engine Marketing MasterclassIntroductions
  3. 3. Steven Gradidge is Community Manager, InternationalSpeaker/Trainer, Brighton & Hove Albion Supporter
  4. 4. • The Search Landscape• Strategy• Process• Benchmarking• Keywords• Competitor AnalysisThe Agenda: Part 1
  5. 5. • On-site optimisation• Content• Online PR• Social media and SEO• Measurement and monitoring• The future of searchThe Agenda: Part 2
  6. 6. || Natural Search Engine Marketing MasterclassThe Market
  7. 7. Today more than 80% of people onlinenow use search to find products andservices
  8. 8. January 1996 Backrub Larry Page, Sergey BrinSeptember 1997 GoogleSeptember 1998 Incorporated, started in a garageHumble Beginningshttp://www.google.com/about/company/history/
  9. 9. Google Q2 2012 Revenue $12.21billionFacebook Q2 2012 Revenue $1.18 billion
  10. 10. PaidPaidOrganic
  11. 11. TRUSTThe Triangle Of Trust
  12. 12. • Increased enquiries andsales• Better brand awarenessonline• Valuable marketinformationHigh Search Engine Listings Deliver…
  13. 13. The New Search
  14. 14. The complexity of search has increased
  15. 15. Evolution and Change
  16. 16. Particularly in Back-Link AcquisitionSite Owner OutreachDirectoriesBlogsSignaturesSocial media outreachLink baitVideoPress PR TacticsContent syndicationBadges and widgetsEmbeddable contentGuest bloggingArticle marketingInfographicsMore…
  17. 17. Universal Search Added New Formats (2007)
  18. 18. Major Google updates now much more frequent22720122006
  19. 19. And with strange names…Panda Penguin Venice
  20. 20. Personalized results are now with us (Google +)
  21. 21. All driven by more targeted advertising
  22. 22. The BenefitsRelevanceOne of the biggest benefits that AdWords offers is the ability to precisely target ads to users basedon their interests, as well as a number of other factors such as location, language, demographicand even by device.Return-on-Investment (ROI)Online advertising is completely measurable, making it easy to tell whether or not you’re meetingyour advertising goals. Every users’ click is tied to a particular ad, keyword and search query, all ofwhich can be tracked. This allows responsiveness and control over improving ROI.ReachEvery day, Internet users conduct millions of searches on Google. When you use AdWords, youhave the opportunity to capture any segment of that broad worldwide audience that’s activelylooking for products, services, information and websites.
  23. 23. Mobile search continues with large growthSource: Google
  24. 24. International search is now centre stage
  25. 25. You cannot win a Grand Prix with one of these
  26. 26. The right highly tuned ‘vehicle’ is needed
  27. 27. A strong (linking) strategy is required.
  28. 28. The User Journey1) Search2) Results3) LandingPage4) Calls ToAction5)Purchase
  29. 29. Strategy
  30. 30. The original architecture by Page and BrinLet’s simplify this
  31. 31. IndexSearchSERPsAlgorithm
  32. 32. People search over a time span…at many places before buying
  33. 33. Much of search is for product researchFor functionality, look, price, availability,purchase methods, delivery details
  34. 34. Search and Social Media create trust togetherTrustSEOSocialMediaHigh PositionsEasy accessVisibilityGood contentMentionVisibility
  35. 35. CreatecontentOptimiseSearchTrafficShared onsocial mediaEmailIntegrate
  36. 36. Strategic Considerations; products and servicesCompetitive Uncompetitive• Difficult to achieve top 3• Time issues• Higher budgets needed• Easier to achieve top 3• Quicker results• Lower budget
  37. 37. Geo-location matters
  38. 38. || Natural Search Engine Marketing MasterclassProcess
  39. 39. Benchmark Keywords Competitors On-page Off –page MeasureCampaign phasesProcess must be uniform and relevant
  40. 40. KPIsAnalyticsReputationmanagementapplicationsMarket DataOtherapplicationsInternalSystemsSources of data for search engineoptimization
  41. 41. Data must be understood to gather intelligence
  42. 42. The problem with measuring trafficSource: Google Insights
  43. 43. Check then monitor positions
  44. 44. BenchmarkTrafficPositionsPhrase performanceGoals, enquiries, salesROS, ROIOthersCreate and maintaindashboards basedon role
  45. 45. Analytics: Types of traffic•Direct•Referral•Search Engines 47
  46. 46. GoalsThe FunnelTrends48AIDA
  47. 47. • Google Analytics: 66%• WebTrends: 31%• Omniture: 21%• Nielsen: 6%• Nedstat: 5%• Site Intelligence: 5%• Coremetrics: 5%The most popular packages by usageSource: Econsultancy
  48. 48. What are your KPI’s?
  49. 49. Access, monitor and act on analytics continuouslyAction:
  50. 50. || Natural Search Engine Marketing MasterclassKeyphrase ResearchPosition Checking
  51. 51. Benchmark Keywords Competitors On page Off –page MeasureCampaign phases
  52. 52. Target phrases are those phrases which youwish to be found with at the top of searchengines
  53. 53. Search results can be confusing (andmisleading…)
  54. 54. Are you Apple?
  55. 55. I wanted ‘apples’…to eat
  56. 56. Search Engine Results Pages (SERPs)for ‘Windows’
  57. 57. Xperia?Experia?Expeeria?Spelling is lightly supported in SEO
  58. 58. Target phrases, generic vs long tail
  59. 59. Target phrases, generic vs long tail
  60. 60. 64Keywords; targeting the best phrasesGeneric e.g. TrainerNike RedKidsUKRunningSize 42
  61. 61. A short quiz(no expertise needed)
  62. 62. Which of the following has thehighest search frequency?
  63. 63. Hotels in SpainorSpanish Hotels24230
  64. 64. US FlightsorFlights to Orlando18337
  65. 65. Bed linenorBed sheets610187
  66. 66. Designer radiatororClassic radiator14414
  67. 67. Sell my homeorSell my house351
  68. 68. The Google Toolhttps://adwords.google.com/select/KeywordToolExternalGoogle InsightsPPC CampaignWordtracker (US and UK only)Used for keyword research
  69. 69. Exercise; research a group of your keyphrasesConsider which are best to targetThe Google Toolhttps://adwords.google.com/select/KeywordToolExternalGoogle Insights
  70. 70. Regularly carry out keyword researchAction
  71. 71. Key-phrase 1Key-phrase 2Key-phrase 3Key-phrase 4Key-phrase 5You CompetitorsMeasure where you are
  72. 72. | 76Lunch!
  73. 73. || Natural Search Engine Marketing MasterclassCompetitor Analysis
  74. 74. Benchmark Keywords Competitors On page Off –page MeasureCampaign phases
  75. 75. Chart showing positions versus othersKey-phrase 1Key-phrase 2Key-phrase 3Key-phrase 4Key-phrase 5Positions, then why?CompetitorsYou
  76. 76. •Advanced Web Ranking•Internet Business Promoter(IBP)•Webposition.com (WPG)•Digital Point tools (free)Position Checking Programs
  77. 77. Compare on and off-page factorsCompetitorsOn-pageOff-page
  78. 78. CompetitorsTargetKeywordsLinkStrategySiteStructureContentStrategy
  79. 79. There are apps for competitor analysisAlexa Hitwise Majestic
  80. 80. Compete.com
  81. 81. Alexa
  82. 82. Hitwise
  83. 83. Analyse and monitor your competitorsAction
  84. 84. || Natural Search Engine Marketing MasterclassOn-page and contentImportant considerationsKeyphrase deploymentSite Content
  85. 85. Benchmark Keywords Competitors On page Off –page MeasureCampaign phases
  86. 86. The amount of control you have over on-pagefactors is100%But what are these factors?
  87. 87. Three key areas to considerOn-pageCodeContentStructure123
  88. 88. 94On-Page SEO• Title tags• H1, H2, H3• Link text• Alt image text• URLs
  89. 89. •••••
  90. 90. Canonicalisation
  91. 91. Redirects and URL changesOld pages New pagesLinks
  92. 92. Use Webmaster ToolsDiagnostics
  93. 93. Fast-track on-page SEO – Download!
  94. 94. Fast-track on-page SEO – Download!
  95. 95. What is good content?Ask Google
  96. 96. TrustedExpertInterestingValuableWell writtenShareableFunnyEducationalWhat makes great content?
  97. 97. Avoid duplication. It can be checked
  98. 98. All content should be optimised•Web pages•Product descriptions•News•Announcements•Press releases•Product descriptions
  99. 99. Optimise for Mobile Search• Location specific• Short text• Different content
  100. 100. Tactical SEO opportunitiesWimbledonAscot
  101. 101. Tactical SEO can be triggered by…• Events• New product launches• Trends• News
  102. 102. SEOContentLinguisticsTechnologyAnalysisBehaviour
  103. 103. RSS Feeds
  104. 104. Create content that is optimised for search enginesAction:
  105. 105. A few words about Universal Search…ShoppingNewsVideoLocal
  106. 106. Universal search: Google Shopping Feed
  107. 107. Google Places is important
  108. 108. • Deploy target phrases in code and content• Encourage UGCAction:
  109. 109. || Natural Search Engine Marketing MasterclassOff page Search EngineOptimisation
  110. 110. Benchmark Keywords Competitors On page Off –page MeasureCampaign phases
  111. 111. Back-links: The Concept
  112. 112. Back Links
  113. 113. Specialist, PRBlog, forumDirectories, paid, low quality articleSocial media, influence, trustedBetter quality,more difficult toachieveBack Link quality
  114. 114. The Dunbar TheoryNetwork150 22,500Update Virality
  115. 115. Social media must support it
  116. 116. Links buildpresence
  117. 117. Audience for links to good content
  118. 118. Infographics for back links
  119. 119. Support the supporting content
  120. 120. GuestPostGuest post on other sites and link backPostLink
  121. 121. ExerciseBack links and buzzPlan some content that will encourage backlinks, create buzz, encourage social mediaIdeally include UGCBe creative 
  122. 122. Must be managed well for each phrasePhrase Method Submitted AcquiredLink Page 1Link Page 2Link Page 3Link Page 4Link Page 5
  123. 123. Link-auditing tools1 Majestic SEO (Free for own site with verification) www.majesticseo.com2 Advanced Link Manager www.advancedlinkmanager.com3 Linkscape www.seomoz.org/linkscape
  124. 124. Example; search integrated with other channelsHigh SERPs generateenquiries and salesContacts emailedabout ownedsocial mediaContacts joinowned social mediaContent sharedwith audienceCustomersVisit storeCustomers shareon other networks
  125. 125. Encourage good value back linksAction
  126. 126. Benchmark Keywords Competitors On page Off –page Measure
  127. 127. Measure against original benchmarksTrafficPositionsPhrase performanceGoals, enquiries, salesROS, ROIOthersCreate andmaintaindashboards basedon role
  128. 128. TIMITITry it, measure it, tweak it… because it’s never done
  129. 129. || Natural Search Engine Marketing MasterclassSome Final Thoughts
  130. 130. Good things to do…
  131. 131. Read the Google Guide
  132. 132. Read Best Practice Guide, SEO Buyers Guide
  133. 133. Join Online Marketing Excellence
  134. 134. Further Research; the best blogs• Search Engine Journal• SEOMoz• SEO Book• Matt CuttsPlus there’s more…
  135. 135. Yet more…Search Engine WatchSearch Engine Land
  136. 136. If you take away eight things from today…1. Benchmark from the beginning2. Choose the correct key phrases to target3. Deploy and ‘match’ your chosen phrases on site4. Think beyond text5. Optimise the user journey6. Build high value back links7. Use social media to link bait8. Monitor and measure
  137. 137. @StevenGradidgeWhite Hat Mediatalktome@whitehatmedia.com01273 704771

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