My Aim…To give you simple ideasthat make a difference to your online presence
• Introductions• Why Do We Need SEO?• Natural v PPC• On Page SEO – Finding & using the right keywords• Off Page SEO – Building Links & Social Media• Google Places• PPC (Google Adwords)• KPI’s & Measurements• Wrap Up & Questions
What is SEO (Search EngineOptimisation), web site optimisation,online marketing, internet marketing?The process of increasing the amount ofvisitors to a web site by ranking high in the search engine results, pay per click advertising or social media followed by maximising site conversions
Why Do We Need SEO? But be careful chasing top spot!
The right keywords – where’s the crowd? Pick a fight you can win
How do we do Keyword Analysis?• Google Keyword Tool• Google Suggest• 3rd Party Tools e.g. Market Samurai• Customers / Suppliers / Staff• Themes & Categories
Keyword Evaluation• Google Free Keyword Tool• Google Insights• 3rd Party Tools - WordTracker, Market Samurai
Page Title – Very ImportantPage Description sits‘behind the page’ but formspart of the search snippetHeadings (H1, H2…)The right contentImages Need Alt Tags
Search SnippetsPage Title – Very Important~65 CharsPage URLPage Description~165 CharsThese are all salesopportunities, makesure you have callsto action
What to do with Keywords•Page Titles, Page Descriptions, Headings•Website Copy, write compelling content & keep itcurrent•Keyword in the 1st & last sentence of the page, boldthe first one•Within Image Alt Tags•Within Anchor Text for internal pages•Make sure each page is different
On Page SEO – Making The Page Relevant• Remember Google likes relevancy – the more up to date the better• The link to landing page must be seamless• For Natural Results & Especially Google Adwords• Review Google Guidelines• Let’s look at your websites
Off Page SEO• What does this mean• How to get links• Forums, Video, Blogs, Social Media• LinkedIn• Twitter• Facebook• ‘Keyword Cloud’
Google Likes Links• One of the most important factors in getting ranked• Inbound links to your website• Incredibly Important• From ‘authority sites’• The more the better• Use the right Anchor Text – a mix of keyword and generic e.g. ‘Click Here’
• Link to ‘deep pages’ within your website not just the Home Page• Use a variety of sources• How to measure your links: Majestic SEO
Google PlacesIf you sell locally, use Google+ Places – its free and getsyou to the top of the local search results
Social Media Facts• If Facebook was a country it would be the world’s 3rd largest• 80% of Twitter usage is on mobile devices• 25% of search results for the top 20 brands are links to user generated content• 90% of consumers trust peer recommendationsThe consumer is now in control of your brand!
How to use Social Media• Remember, Google Likes Links• Use Social Media sites to generate links to your web site• To grow a community around your products and services• To allow friends to recommend you to their peers• Combine Online & Offline Strategies
• Add Social Media buttons to your email signature• Make them prominent on your website• Run competitions• Use printable vouchers• Build an email list• Don’t spam, send them something they’ll want to read
Blogs In More Detail• Why set up a blog?• Built within your site or stand alone, keyword based domain (.co.uk)• Using Wordpress• Keeping it updated• Page structure• Plugins
Social Media Flow WWWDifferent connection points on the web for you
Pay Per Click Marketing (Google Adwords)• Why Paid Search?• Set up & Structure• Ad Groups• CTR & Landing Pages• Goal Conversions• Reports
Website House Keeping• Google Analytics• Google Webmaster Tools• Google Sitemaps
KPI & SEO Measurement• Why?• What can we measure?• Google Analytics• How do we measure?• What is important your business?