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Search Marketing Theatre; Search Engine Optimisation (SEO) The Keys to Success


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Search Marketing Theatre; Search Engine Optimisation (SEO) The Keys to Success

  1. 1. Search Engine Optimisation (SEO) The Keys to Success What’s New for 2012 and Beyond...? Presented by: Hugh Jackson MediaCo Director Visit us at Stand E21
  2. 2. Introduction - Overview SEO Strategy Development – key to success Latest Keys to Success  Some things never change – Quality content  Keys to Link Building  Brand Mentioning in Link Building  Integrating Social Media  Impact of Google+ on SERPS Summary
  3. 3. Agency Insight Online Marketing Agency Delivering results since 1999… Offices in Dundee, Edinburgh & Singapore – Sales coverage: London, Midlands & Dubai Focus on strategic online marketing: – Search Engine Optimisation – Pay-Per-Click Advertising – Email Marketing – Content Copywriting / Development – Social Media Optimisation
  4. 4. SEO Components
  5. 5. Strategy Development – Setting the Right Objectives Research is crucial in understanding...  What results is your site currently achieving?  What key phrases should you be targeting?  Who are you online competitors?  What you can realistically achieve in short, medium & long term in terms of positions and trafficStand out from the crowd(in an ever competitive marketplace)
  6. 6. Getting YOUR SEO Strategy Right – First TimeFuture SEO Success is dependant on choosing the right key phrasesIdentify search terms  Use historical intelligence  PPC - what phrases already drive traffic?  What converts on your siteOnce Research is completed conduct some Analysis…  Evaluate current status and competitiveness – quick wins
  7. 7. Strategy Development – Where Are You?
  8. 8. Strategy Development – Online Competition Based on your search terms  Identifies competing websites that have online visibility.  Determine coverage across all phrases.  Market intelligence of actual online competitors
  9. 9. Keys to Success - Some not so new!2011 Google Algorithmic changes – a clue to the future“High Quality” Content Is King Panda was designed to filter out poor and duplicatecontent from the web. Ensure you have good quality, original and relevantcopywriting within your web pages. Use a “human-friendly” site and page structurewhich is easy to read and navigate. If you have an ecommerce site, it is important foryou to have informational content, for examplestrong product descriptions, reviews, FAQs andbuying guides. Good content is not restricted to your website!
  10. 10. How the mighty can Fall......
  11. 11. Keys to Success - Some not so knew!2011 Google Algorithmic changes – a clue to the futureQuality content is likely to continue to beincreasingly important to successful rankings.The Latest Google “Fresh” update is as importantas the “Panda” updates. Anticipate Google will try to refine “freshness”Content also needs to be FRESH, USEFUL and updates throughout 2012SHAREABLE.Focus on quality metrics such as usability,readability and overall usefulness.Content investment should be a key priority in2012.
  12. 12. Keys to Success - On-Page ContentRemember – Google is looking to provide the searcher withthe most relevant site/page for a specific search termContent is critical – the only element search engines “read”You still need to consider  How well matched is a given page or site to the I’m sorry … but I Google Searchers entered terms? for didn’t have writing time to  Do the targeted search terms appear on your such aa write page at all and, if so, where? long letter short one …Key on-page factors that effect your natural results:  Where the keyphrases are placed on a page.  Keyphrase usage (how they are presented within the copywriting of the page).  Synonym usage and semantically related phrases.  Formatting of text (use of headers, bold…).
  13. 13. Basics Still Important– On Page Content The Title Tag - HTML tags in the page code giving information about a web page. Simple and effective, tied in with on page, internal linking and offsite. Use as appropriate to capture visitors attention < 10 seconds...Body TextFor users and search engines 450 words to develop relevancy  Headings - Sub-headings Desired key phrases within  Bullets the page content  Emphasis Unique content for each page  Highlighting Contextual linking  Links
  14. 14. SEO Content – Example “used taxis” Keyphrase in “Title” Tag Keyphrase in breadcrumb Keyphrase used No H1 with Keyphrase Little keyphrase usage in Page content
  15. 15. Keys to success – Content Summary  Implement high quality, original , useful and relevant content.  Freshness of content to increase in importance.  Don’t copy or scrape others content.  Remember - Google wants you to put keyphrases relevant to the page in the content and title tag.  Key content should be “above the fold“. - Matt Cutts, Google, Jan 2012  Other On-page factors may rise in importance as Google continues to measure the user experience – bounce rates and user engagement. Oh and...  Your site should load quickly.
  16. 16. Latest Keys to Success in Linking Social Signals - Votes External “votes”
  17. 17. Picture Worth a 1000 Words All Clear?.......................
  18. 18. Off Site Optimisation
  19. 19. Latest keys to Effective Link Building  Developing a controlled set of search engine friendly links – NO  Obvious profile – not Natural Associate your brand with reputable websites, organisational bodies, customers and industry related sites  Develop a continual increasing in value points of presence across the web - YES  Include brand mentions  Particularly relevant for brands  Includes social signals including “no-follow”  Twitter, FriendFeed, Flickr  Increasing value (strength) of current point of presence  Link value not volume developing popularity + authority = link building
  20. 20. The Impact of Google+ on SERPs?2011 saw launch of Google+ and social sharing featureGoogle+1 Google+1 is simply another social signal they take into accountSimilar to “likes” – will gradually increase relevanceSignificant over time (currently 0.5% of social networks)Set-up and optimise your Google+ Business pages Social circles
  21. 21. Social Media Channels….?
  22. 22. More than just Facebook, Twitter & YouTube!
  23. 23. Latest Keys to Success - Integrating Social Media Social Media Interaction: “Feeds” SEO Improving:  Authority  Positions  Traffic  Click Through = Conversions! User engagement may become the core of your SEO in the future – visitor behaviour and social behaviour
  24. 24. To Summarise Image used from
  25. 25. The 3 P’s of Social Media Optimisation Develop a social signals and social authority strategy Presence, Participation & Promotion Presence: • Originate / Customise / Connect Channels Participation: • Saying the right thing in the right way in the right channel – Engagement! Promotion: • Share – Syndicate – Become “Findable”
  26. 26. Many different links - Social Signals
  27. 27. Many different links - Social Signals
  28. 28. 2012- “New Digital Era” Businesses have the OPPORTUNITY to ENGAGE with their consumers at multiple touch points throughout the day...  Create Social Noise  Unique, Quality Content in line with Google Fresh Update  Speech Search - Siri on iPhone  Mobile Search  Social, Local, Mobile…..SoLoMo Small Businesses have an advantage over Big brands – more nimble
  29. 29. Back to Basics - Quality Content is the Bedrock of Links  Content syndication  Boost rankings and traffic & ROI  To get good Links you need Good Content   To promote effective Social Network / Media you need Good content   To have good SEO Content – you need right target keywords!   Good Content:  Opportunity to “say” more / create more points of entry  More opportunities to optimise / establish your site as a content authority
  30. 30. Google & Content “ will rank well.”
  31. 31. Thank You...AnyQuestions?Presented byHugh JacksonMediaCo DirectorVisit us at Stand E21