Doncaster Chamber Events - An hour well spent - Andy Roberts SEO - June 13th 2013


Published on these are the slides from our presentation, I hope they bring value and help explain the basics of SEO that anyone can do.

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Doncaster Chamber Events - An hour well spent - Andy Roberts SEO - June 13th 2013

  1. 1. Needmoreclicks.comOnline Marketing Seminar13th June 01302 515 335Mobile: 07887 580 852
  2. 2. My Aim…To give you simple ideasthat make a difference toyour online presence
  3. 3. • Introductions• Why Do We Need SEO?• Natural v PPC• On Page SEO – Finding & using the rightkeywords• Off Page SEO – Building Links• Google Places• PPC (Google Adwords)• Things to go away and do!
  4. 4. What is SEO (Search EngineOptimisation), web siteoptimisation, onlinemarketing, internet marketing?The process of increasing the amount ofvisitors to a web site by ranking high in thesearch engine results, pay per clickadvertising or social media followed bymaximising site conversions
  5. 5. Why Do We Need SEO?But be careful chasing top spot!
  6. 6. How We View Search Results
  7. 7. Typical Search Results Page
  8. 8. Local Searches
  9. 9. What do we do?
  10. 10. The right keywords – where’s the crowd?Pick a fight you can win
  11. 11. How do we do Keyword Analysis?• Google Keyword Tool• Google Suggest• 3rd Party Tools e.g. Market Samurai• Customers / Suppliers / Staff• Themes & Categories
  12. 12. Keyword Competition Local Monthly Searches (United Kingdom)ski boots 0.73 40500salomon ski boots 0.8 3600atomic ski boots 0.75 1300nordica ski boots 0.78 1000ski boots uk 0.82 1300ladies ski boots 0.96 880ski boots sale 1 1900mens ski boots 0.96 880kids ski boots 0.94 720salomon ski boots sale 1 91head edge ski boots 0.82 390cheap ski boots 1 480apres ski boots 0.93 1900saloman ski boots 0.84 140custom ski boots 0.52 320ski boot 0.71 40500ski boot sizes 0.3 1600ski boots for wide feet 0.53 170childrens ski boots 1 480ski boot bags 1 1900lange ski boots 0.57 880head ski boots 0.73 1600wide ski boots 0.67 480ski boots size chart 0.27 590apre ski boots 0.95 91ski boot sale 1 1900ski boots review 0.49 1300best ski boots 0.48 720heated ski boots 0.74 91ski boots size 0.37 2400roxy ski boots 0.93 91ski boot sizing 0.3 1900ski boots bag 1 1900Download Into Excel
  13. 13. Keyword Evaluation• Google Trends• 3rd Party Tools - WordTracker, Market Samurai
  14. 14. Page Title – Very ImportantHeadings (H1, H2…)The right contentImages Need Alt TagsPage Description sits‘behind the page’ but formspart of the search snippet
  15. 15. Search SnippetsPage Title – Very Important~65 CharsPage URLPage Description~165 CharsThese are all salesopportunities, makesure you have callsto action
  16. 16. 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
  17. 17. On Page SEO – Making The Page Relevant• Remember Google likes relevancy – themore up to date the better• The link to landing page must be seamless• For Natural Results & Especially GoogleAdwords• Review Google Guidelines
  18. 18. Keywords are just the start!
  19. 19. Off Page SEO• What does this mean• How to get links• Forums, Video, Blogs, Social Media• LinkedIn• Twitter• Facebook• ‘Keyword Cloud’
  20. 20. Google Likes Links• One of the most important factors ingetting ranked• Inbound links to your website• Incredibly Important• From ‘authority sites’• The more the better• Use the right Anchor Text – a mix ofkeyword and generic e.g. ‘Click Here’
  21. 21. • Link to ‘deep pages’ within your websitenot just the Home Page• Use a variety of sources• How to measure your links:Majestic SEO
  22. 22. Google PlacesIf you sell locally, use Google+ Places – its free and getsyou to the top of the local search results
  23. 23. Using Video
  24. 24. Pay Per Click Marketing (Google Adwords)• Why Paid Search?• Set up & Structure• Ad Groups• CTR & Landing Pages• Goal Conversions• Reports
  25. 25. Website House Keeping• Google Analytics
  26. 26. KPI & SEO Measurement• Why?• What can we measure?• Google Analytics• How do we measure?• What is important your business?
  27. 27. Actions• Does your website do what yourbusiness needs?• Do some keyword research• Check out your competition• Set up Google Places• Set up Google Analytics• Monitor & Review
  28. 28. Wrap up• Online Guides• Blog• Support• Q & A