LIBERTY INTRO – INTERNET MARKETING AGENCY, LARGEST IN WALES, DOZENS OF E-COMMERCE CLIENTS – START UPS, BIG BRANDS ETCSEO = Huge topicStill learning, constantly evolving, changes every day – changes to the Google algo almost dailyThe basics stay the sameOnly 1/2 hour to quickly run through it all, so will be quick.
4 main areas, each with a few tipsQ&A at the end3 CLICKS
Content brings it all together – we will coverCrucial to any SEO strategy – link building link earning2 CLICKS
To start, let’s spend a couple of minutes looking at what SEO is
The Organic resultsTraditionally, two sections to a search engine. Paid and unpaidNot talking about PPC today.This section, where usually 70-80% of people click.
People trust sites at top of Google – assume Google orders them and that they cant be manipulatedSEO is an industry leveller- You can compete internationally in competitive markets and winPull NOT Push – Users find you. NOT DISPLAY AND PRAY – traditional marketingWe’ve got results for local businesses (Shop Rugby) to help them compete nationally with big brands by tightening up their SEO3 CLICKS
Capitalised as they are the FUNDAMENTALSJump from link to linkSit in the index waiting for a search – example?4 CLICKS
USER FACING - Keywords on pages - headings, copySEARCH ENGINE FACING - Behind the scenes - titles, meta dataAll about showing Google that you’re relevant - Gets you into the game.2 CLICKS
More links the better - gets you to the top of the pile.Popularity contest – not just a numbers gameRelevance is key to likes.Authority – example (BBC etc.)That’s it. SEO in a nutshell. Proving relevance and then importance ranks you above the next site4 CLICKS
Choosing keywords is essential – never assume!Big mistake we see - wrong keywords are chosen - example Plus size clothing & Large mens clothing or bigsmens clothing2 CLICKS
Stick ‘keyword planner’ into Google. First result.You do need a Google Account to access this these days.This recently replaced the keyword tool
Look for the long hanging fruit as a first priority, but long-term goals also need to be targeted.Once you’ve picked your keywords – THEN WHAT?2 CLICKS
G ranks webpages for non-branded search termsPoor keyword use is a huge issue and can lead to indexation problems One page of your site to show for each keywordAVOID DUPLICATE CONTENT wherever possible! If copy is duplicating – find the causePANDAAlways include a unique Product description as Google can’t read images – don’t copy manufacturers4 CLICKS
Needs to be written with users at the fore, but search engines considered as well.Put keywords/phrases both user facing and search engine facing3 CLICKS
Keywords are highlighted.This is an over-optimised article.Always write it organically – probably mention the keyword 2 or 3 times depending on the article
Page title = blueURL = greenMeta description= blackAll visible in Google – GET YOUR USPs and KWs in thereNeed keywords in there (emboldened) and good sales messages to entice the click.
Getting click throughs is great – but It’s not all about traffic – is your traffic converting?Essential to SEO ROI – is your time well spent?Do you know how users navigate your site?2 CLICKS
Links are one of the major signals thatGoogle uses to establish site authorityA varied and natural link profile is best.Don’t ‘over optimise’ as this annoys Google – too many of the same type of link etc3 CLICKS
Get links from the existing relationships that you have already built3 CLICKS
Not GDsRequest links from industry sourcesCan still automate some link building – need to be careful though2 CLICKS
Build new relationships.But how?The best content always answers an existing question and more so if it. answers a question that no-one else has beforeAlso builds brand signals3 CLICKS
So looking at both on and off site.Huge subject - Hugely importantBrings everything else together and steps it up a notch
Content can be blog posts, news articles, videos, images, guides, whitepapers, etc.3 CLICKS
You might think but I’m a shop… why bother with a blog…?People ask questions now – think google is cleverer. More unique – hence Hummingbird.Used to search Barack Obama and navigate to Wiki, now want instant answer
Don’t write for the sake of it. Find out what people care about first – ANSWER A QUESTIONThink… WOULD YOU SHARE IT?1 CLICK
Hugely important not just for users (hints, tips) or so you have extra pages for GoogleBut also helps improve your SEO and therefore rankings
Goal AdviserInfographicBlogging allows you to quickly create keyword rich content. Fresh content keeps Google returningSOCIAL SIGNALS = important ranking factors2 CLICKS
7 things to do…4 CLICKS
Online Seller Wales - Newport (Ben Magee)
USING SEO TO GET THE
MOST OUT OF YOUR
WHAT WE WILL COVER
Part 1: SEO
What is it?
How do search engines work?
How to be found
WHAT WE WILL COVER
Part 2: On-site SEO
How to choose keywords
How to optimise your web pages
WHAT WE WILL COVER
Part 3: Off-site SEO
How to build links
What should my link profile look like?
WHAT WE WILL COVER
Part 4: Content
How to create great content
How to attract great links
Assumption is the enemy of SEO
So use the Google Keyword Planner Tool
(it’s free and easy to use)
Compare volume with competition – find
gaps in the market
Mix quick-wins with long-term goals
Google ranks webpages not websites
1-2 keywords/phrases per page
Avoid duplication (e.g. product description)
Keep it unique
Write for users first but make it search
In your copy = headings, subheadings,
body, call to action, etc.
Behind the scenes = page title, meta
data, alt tag, URL, etc.