SEO Masterclass 2016

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Slide deck from my 2016 SEO Masterclass looking at both on-site and off-site optimisation

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SEO Masterclass 2016

  1. 1. SEO Masterclass 2016 1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Getting to the top of Google (and Bing & Yahoo etc) All you need to know about Search Engine Optimisation
  2. 2. SEO Masterclass 2016 2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Search Engine Optimisation Agenda • Housekeeping • Introduction • Search Engine Optimisation • Break • Search Engine Optimisation • Close
  3. 3. SEO Masterclass 2016 3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > So Andy – Are you going to tell us how to get to NUMBER 1 in Google?
  4. 4. SEO Masterclass 2016 4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  5. 5. SEO Masterclass 2016 5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Web Marketing is a Marathon There are very few quick wins
  6. 6. SEO Masterclass 2016 6Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Are you measuring?
  7. 7. SEO Masterclass 2016 7Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Google Analytics
  8. 8. SEO Masterclass 2016 8Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Google Analytics
  9. 9. SEO Masterclass 2016 9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > www.google.com/webmasters
  10. 10. SEO Masterclass 2016 10Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  11. 11. SEO Masterclass 2016 11Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  12. 12. SEO Masterclass 2016 12Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Delivering Traffic to your site All you need to know about Search Engine Optimisation
  13. 13. SEO Masterclass 2016 13Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Google 72% Ask 4%
  14. 14. SEO Masterclass 2016 14Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  15. 15. SEO Masterclass 2016 15Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Things you do to get a good result when people are searching. SEO =
  16. 16. SEO Masterclass 2016 16Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > On Site Optimisation
  17. 17. SEO Masterclass 2016 17Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Off Site Optimisation
  18. 18. SEO Masterclass 2016 18Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > The Challenge
  19. 19. SEO Masterclass 2016 19Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Google Ads Organic Results Google Local
  20. 20. SEO Masterclass 2016 20Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 80% of web users use Search Engines 90% use Google - in UK 50% of users go beyond page 1 10% of users venture past page 2
  21. 21. SEO Masterclass 2016 21Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > SEO is Rocket Science
  22. 22. SEO Masterclass 2016 22Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > This IS rocket science Rosetta Philae comet 67P/Churyumov–Gerasimenko,
  23. 23. SEO Masterclass 2016 23Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > SEO is NOT Rocket Science
  24. 24. SEO Masterclass 2016 24Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What’s the big secret? There isn’t one!
  25. 25. SEO Masterclass 2016 25Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Do the right things right and get the right results
  26. 26. SEO Masterclass 2016 26Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  27. 27. SEO Masterclass 2016 27Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > How do Search Engines Work? • Search Engines use Robots to Spider sites • Search Engines rank web sites against own unique criteria • Sites can be optimised if criteria understood • These criteria are NOT fixed ! Hummingbird Penguin Payday Pirate
  28. 28. SEO Masterclass 2016 28Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > ● Google Hummingbird ● Google Mobile friendly ● Google Panda ● Google Penguin ● Google Pigeon ● Google Payday ● Google Pirate ● Google EMD ● Google Top Heavy ● Google AMP Understanding the actual context of the search Prioritising mobile friendly sites on mobile devices Removing sites with poor quality content Removing sites with poor, spammy and bought backlinks Improved accuracy and better local search results Removing spammy results, such as Payday Loans & Adult Removing sites with copyright infringement Removing Exact Match Domains with poor content Removing sites that were top heavy with Ads vs Content Accelerated Mobile Pages Updates
  29. 29. SEO Masterclass 2016 29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > So Andy – Are you going to tell us how to get to in Google?
  30. 30. SEO Masterclass 2016 30Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Still the most important content on your web site
  31. 31. SEO Masterclass 2016 31Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone
  32. 32. SEO Masterclass 2016 32Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Choosing Keywords • Search using your keywords, see what appears & research the results • Use the Search Console • Use the free Google keyword tool http://goo.gl/ah50 • Use the free SEO Toolset www.seotoolset.com/tools/free-tools/
  33. 33. SEO Masterclass 2016 33Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Home Page Searches Page 1 Searches Keywords Keyword 1 25,000 Keyword 1 14,000 Keyword 2 19,756 Keyword 2 12,000 Keyword 3 10,000 Keyword 3 7,589 Keyword 4 3,756 Keyword 4 3,569 Keyword Spreadsheet
  34. 34. SEO Masterclass 2016 34Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Where do they go?
  35. 35. SEO Masterclass 2016 35Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > HTML Title • About 60 characters - no fewer than 30 • 3 or 4 keywords • Make each Page Title unique & relevant to the page it features on HTML Title aka Meta Title
  36. 36. SEO Masterclass 2016 36Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > – Limit to around 160 characters - no fewer than 100 – Use on every page – Customise for each page Meta Description Tag – aka Snippet
  37. 37. SEO Masterclass 2016 37Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Page Content
  38. 38. SEO Masterclass 2016 38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Alternative Attribute – aka Alt Tag – Every Image needs one – Build Keyword Count – Comply with Equalities Act - Accessibility
  39. 39. SEO Masterclass 2016 39Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > HTML page name Where to place Keywords Name files with keywords
  40. 40. SEO Masterclass 2016 40Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Image/File Name SEO-guy.jpg
  41. 41. SEO Masterclass 2016 41Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > • Use keywords for Text Links [Anchor Text]
  42. 42. SEO Masterclass 2016 42Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > A “Virtual” Highlighter for the Search Engines Header Tags <H1> </H1> <H1> SEARCH ENGINE OPTIMISATION – AKA SEO </H1>
  43. 43. SEO Masterclass 2016 43Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Where the Keywords go – A Summary • Page Content • HTML Page Title • Meta Page Description • File / Image Names • ALT Attributes • Header Tags • Navigation Link Anchor Text • URLs
  44. 44. SEO Masterclass 2016 44Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Off Site Optimisation
  45. 45. SEO Masterclass 2016 45Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What Else Counts? Backlinks
  46. 46. SEO Masterclass 2016 46Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Backlinks Your Site - Google Search Console
  47. 47. SEO Masterclass 2016 47Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Backlinks www.seotoolset.com/tools/free-tools “Spy” on the competition
  48. 48. SEO Masterclass 2016 48Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Backlinks
  49. 49. SEO Masterclass 2016 49Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Backlinks - Directories
  50. 50. SEO Masterclass 2016 50Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What Else Counts? Mobile • Is it Responsive? • Is there an m.domain.co.uk version • Have you done nothing?
  51. 51. SEO Masterclass 2016 51Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  52. 52. SEO Masterclass 2016 52Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  53. 53. SEO Masterclass 2016 53Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What Else Counts? Google will measure your site based on “relevance” • The number of times it is clicked in a search • Where is the site hosted? • How fast do the pages open?
  54. 54. SEO Masterclass 2016 54Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What Else Counts? Domain Name • Does it include any Keywords? • How long ago was it registered • How long is it registered for?
  55. 55. SEO Masterclass 2016 55Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Remember Your web site is for your CLIENTS not the search engines
  56. 56. SEO Masterclass 2016 56Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  57. 57. SEO Masterclass 2016 57Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > www.google.co.uk/mybusiness
  58. 58. SEO Masterclass 2016 58Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  59. 59. SEO Masterclass 2016 59Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  60. 60. SEO Masterclass 2016 60Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  61. 61. SEO Masterclass 2016 61Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  62. 62. SEO Masterclass 2016 62Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  63. 63. SEO Masterclass 2016 63Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  64. 64. SEO Masterclass 2016 64Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  65. 65. SEO Masterclass 2016 65Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  66. 66. SEO Masterclass 2016 66Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 1/ Audience Who are you trying to reach ● Gender ● Age ● Interests ● Where are they in their decision making process ● What information are they looking for ○ Price ○ Availability ○ Geography/Location ○ Hints and Tips ○ Booking/Buying online ○ Having a meeting
  67. 67. SEO Masterclass 2016 67Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 2/ Niche Better to be specific rather than generic ● Less competition ● More specific to the person looking for help ● What sets you apart from your competition? ● What gives you your edge?
  68. 68. SEO Masterclass 2016 68Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 3/ Keywords ● Ideally those with high search volume & low competition ● Must have high relevance to target audience ○ Pants or trousers ○ Color or Colour ○ Sneakers or trainers
  69. 69. SEO Masterclass 2016 69Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4/ Traffic ● Use Analytics to understand traffic sources ● Use Analytics to understand visitor quality ● Use Analytics to understand visitor actions ● Use Search Console to understand search results
  70. 70. SEO Masterclass 2016 70Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 5/ Conversions ● Use Analytics to understand conversions ○ 5,000 visits and no results = unhappy site owner ○ 50 visits and 10 conversions = happy site owner ● Use Conversion rate to help plan/support future activity
  71. 71. SEO Masterclass 2016 71Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > So Andy – Are you going to tell us how to get to in Google?
  72. 72. SEO Masterclass 2016 72Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > What’s Next? • Critically assess your site • Research keywords thoroughly • Ensure your keywords are in the right places • Monitor performance Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics • Continually monitor your site’s ranking and make improvements where possible
  73. 73. SEO Masterclass 2016 73Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  74. 74. SEO Masterclass 2016 74Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > • Blogging • Video Marketing • Social Media • Linkedin • Facebook • Twitter • Instagram • Pinterest • Email Marketing • Viral Marketing • Location based marketing • Smartphone apps
  75. 75. SEO Masterclass 2016 75Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  76. 76. SEO Masterclass 2016 76Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
  77. 77. SEO Masterclass 2016 77Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > Find me www.enterprise-oms.co.uk andy@enterprise-oms.co.uk Follow me Twitter @andypoulton Linkedin AndyPoulton Phone me 01793 23 80 20 07966 54 71 46

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