WELCOME BACK
Digital Eyes Media Academy
IT’S BEEN A MONTH….

What have you implemented in your
business since the last session?
THE SECRETS THAT SEO PROFESSIONALS
DON’T WANT YOU TO KNOW!
AIMS OF THE SESSION
By the end of the session we’ll all have an understanding of the following:
• Know what SEO actually i...
Who’s had experience of being
involved with SEO before?
There is

answer!
Search Engine Optimisation (SEO) is simply
understanding how search engines rank content
and using this understanding to e...
Myth buster
TRUE OR FALSE?

You need to submit your website to Google and
every search engine that you want to appear in
FALSE
TRUE OR FALSE

If I buy webdesignerstoke.co.uk I will rank number
1 for “web designer stoke”
FALSE
TRUE OR FALSE

Social media will help build my search engine
visibility
TRUE
A FEW OTHER MYTHS

• Keyword density is important

• What worked last year works now
• SEO can be automated

• Google page...
ANATOMY OF A SEARCH RESULTS PAGE (SERP)
WHY IS SEO IMPORTANT FOR YOUR BUSINESS
• 70% of users click organic search results – HubSpot

• 60% of clicks are for the ...
BUT IT’S NOT JUST WEBSITES
Findability

Focus
Standards

Cost
Effective

Why?
High ROI

Targeted

Brand
Visibility
What are your thoughts about
using SEO for your business?
“MY MARKETPLACE IS TO CROWDED AND I
CAN’T COMPETE”

BOLLOCKS!
HOW DO SEARCH ENGINES WORK?

Simply put, search engines crawl the web to
understand what web-pages are about in order to
s...
YOU AND I SEE THE WORLD DIFFERENTLY

• Location personalisation
• Device personalisation
• History personalisation

• Circ...
THE GOOGLE BEAUTY PAGEANT

Relevancy
• Content
• Website
structure

Popularity

Behaviour

• Inbound Links
• Social Signal...
KNOW YOUR MARKET

Google is NOT the king of the world, be sure you
understand that you focus on search engines your visito...
How can small and newer businesses beat the
competition?
IT ALL STARTS HERE
SHORT TAIL VS LONG TAIL
IT’S NOT GUESS WORK

Don’t guess what your potential customers are searching
for, find out!
USEFUL TOOLS
• Google keyword planner

• adwords.google.com
• (free with an account)
• Google analytics

• Other useful ke...
Spend the next 10 minutes thinking of the 5 most
important keywords for your businesses website.
Write them into your note...
BREAK
MAKING SURE YOUR WEBSITE IS SHIP SHAPE
• Keywords in your pages

• Page titles
• Content headings
• Page URL’s

• Internal...
COMMON PITFALLS AND HOW TO SPOT THEM
• Multiple versions of a domain and or homepage

• Duplicate content
• Poor internal ...
How to identify a problem?
Links make the web go around
NUMBER OF LINKS

Most
Authoritative

Least
Authoritative

Generally the more links a page has the more authoritative it wi...
AUTHORITY OF LINKS
Small
blog

forum

Least
Authoritative

Article
site

Major
News
Website

Industry
Blog

Most
Authorita...
RELEVANCY OF LINKS
Money
Advice
Blog

Accountancy
site

Most
Authoritative

Golf
Website

Music
Website

Least
Authoritati...
RULE OF THUMB FOR LINKS

If it’s easy to obtain by anyone, it’s low value

The harder a link is to get, the more valuable
SOME USEFUL LINK BUILDING TOOLS
• DMOZ – dmoz.org
• Submit your information and hope for the best
• Industry specific dire...
AVOID….
• Reciprocal linking

• Blog commenting with links back
• Forum links
• Paying someone in China, India or some oth...
SHHHH….. IT’S A SECRET!

How to compete with £million SEO budgets
without spending a penny!
EVERYONE KNOWS THEY NEED TO BUT DON’T!
EXAMPLE: MEET PAUL
Business:
Spin Less Plates
Sector:
Business management software
Competitors in search:
Small companies ...
Where does Paul rank for
“small business software”?
Overall if it’s good for users
it’s good for search engines
Measuring progress
Questions?
The secrets that search engine optimisation (SEO) professionals don’t want you to know - Digital Eyes Media Academy
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The secrets that search engine optimisation (SEO) professionals don’t want you to know - Digital Eyes Media Academy

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Our Digital Eyes Media Academy session covering how small business owners can work on and understand their own websites SEO.
In the session we cover how to earn links ethically, myth bust and give tips on how to beat the competition without needing to invest huge sums of cash.

Published in: Marketing, Technology, Business
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  • Go around the table asking what people have done to measure the success of their existing online marketingIf there is little ask for 1 thing that they took away from the last session and WILL implement.
  • ImagesVideosNewsGoogle+
  • Being infront of people that are looking for your products or servicesOne of the lowest CPA’s for targeted traffic with longevityLaser target terms with traffic and intentVisibility builds trust with prospectsROI is much higher than other forms of marketing
  • What are your concerns about using SEO in your business?
  • GWMT – Show error reports etc
  • The secrets that search engine optimisation (SEO) professionals don’t want you to know - Digital Eyes Media Academy

    1. 1. WELCOME BACK Digital Eyes Media Academy
    2. 2. IT’S BEEN A MONTH…. What have you implemented in your business since the last session?
    3. 3. THE SECRETS THAT SEO PROFESSIONALS DON’T WANT YOU TO KNOW!
    4. 4. AIMS OF THE SESSION By the end of the session we’ll all have an understanding of the following: • Know what SEO actually is • How it can help to drive business to my website • The keywords I care about • What’s Google looks for in a website • Links and how they help • Where and how to get links • It’s not just about web pages….
    5. 5. Who’s had experience of being involved with SEO before?
    6. 6. There is answer!
    7. 7. Search Engine Optimisation (SEO) is simply understanding how search engines rank content and using this understanding to ensure a website or some other digital asset ranks well.
    8. 8. Myth buster
    9. 9. TRUE OR FALSE? You need to submit your website to Google and every search engine that you want to appear in
    10. 10. FALSE
    11. 11. TRUE OR FALSE If I buy webdesignerstoke.co.uk I will rank number 1 for “web designer stoke”
    12. 12. FALSE
    13. 13. TRUE OR FALSE Social media will help build my search engine visibility
    14. 14. TRUE
    15. 15. A FEW OTHER MYTHS • Keyword density is important • What worked last year works now • SEO can be automated • Google page rank influences your rank
    16. 16. ANATOMY OF A SEARCH RESULTS PAGE (SERP)
    17. 17. WHY IS SEO IMPORTANT FOR YOUR BUSINESS • 70% of users click organic search results – HubSpot • 60% of clicks are for the top 3 search results – HubSpot • 75% of users NEVER go to page 2 of results – HubSpot • 93% of online activity starts with a search – Search Engine Journal
    18. 18. BUT IT’S NOT JUST WEBSITES
    19. 19. Findability Focus Standards Cost Effective Why? High ROI Targeted Brand Visibility
    20. 20. What are your thoughts about using SEO for your business?
    21. 21. “MY MARKETPLACE IS TO CROWDED AND I CAN’T COMPETE” BOLLOCKS!
    22. 22. HOW DO SEARCH ENGINES WORK? Simply put, search engines crawl the web to understand what web-pages are about in order to serve relevant pages to people searching the web
    23. 23. YOU AND I SEE THE WORLD DIFFERENTLY • Location personalisation • Device personalisation • History personalisation • Circles preference • Intent personalisation
    24. 24. THE GOOGLE BEAUTY PAGEANT Relevancy • Content • Website structure Popularity Behaviour • Inbound Links • Social Signals • User Profiling • Searcher Intent
    25. 25. KNOW YOUR MARKET Google is NOT the king of the world, be sure you understand that you focus on search engines your visitor and target market use
    26. 26. How can small and newer businesses beat the competition?
    27. 27. IT ALL STARTS HERE
    28. 28. SHORT TAIL VS LONG TAIL
    29. 29. IT’S NOT GUESS WORK Don’t guess what your potential customers are searching for, find out!
    30. 30. USEFUL TOOLS • Google keyword planner • adwords.google.com • (free with an account) • Google analytics • Other useful keyword tools
    31. 31. Spend the next 10 minutes thinking of the 5 most important keywords for your businesses website. Write them into your notebook
    32. 32. BREAK
    33. 33. MAKING SURE YOUR WEBSITE IS SHIP SHAPE • Keywords in your pages • Page titles • Content headings • Page URL’s • Internal links • Images and other media correctly labeled • Page speed • Broken links
    34. 34. COMMON PITFALLS AND HOW TO SPOT THEM • Multiple versions of a domain and or homepage • Duplicate content • Poor internal links • Bad titles and headings • Broken links • Missing image descriptions
    35. 35. How to identify a problem?
    36. 36. Links make the web go around
    37. 37. NUMBER OF LINKS Most Authoritative Least Authoritative Generally the more links a page has the more authoritative it will be
    38. 38. AUTHORITY OF LINKS Small blog forum Least Authoritative Article site Major News Website Industry Blog Most Authoritative However the authority of each page linking through also matters.
    39. 39. RELEVANCY OF LINKS Money Advice Blog Accountancy site Most Authoritative Golf Website Music Website Least Authoritative The relevancy of the inbound links also plays a large part of establishing authority
    40. 40. RULE OF THUMB FOR LINKS If it’s easy to obtain by anyone, it’s low value The harder a link is to get, the more valuable
    41. 41. SOME USEFUL LINK BUILDING TOOLS • DMOZ – dmoz.org • Submit your information and hope for the best • Industry specific directories • Don’t spend lots of money to be in them! • Leverage supplier contacts • Get links back from customers websites • Check your competition • Social media profiles • Google places verified listing
    42. 42. AVOID…. • Reciprocal linking • Blog commenting with links back • Forum links • Paying someone in China, India or some other country to give you thousands of links to your site
    43. 43. SHHHH….. IT’S A SECRET! How to compete with £million SEO budgets without spending a penny!
    44. 44. EVERYONE KNOWS THEY NEED TO BUT DON’T!
    45. 45. EXAMPLE: MEET PAUL Business: Spin Less Plates Sector: Business management software Competitors in search: Small companies like Sage, Kashflow & Microsoft Time in business: 18 months
    46. 46. Where does Paul rank for “small business software”?
    47. 47. Overall if it’s good for users it’s good for search engines
    48. 48. Measuring progress
    49. 49. Questions?

    ×