Online Seller Wales - Newport (Ben Magee)


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Newport's first Online Seller Wales event! Ben's notes on Using SEO to Get the Most Out of Your Website

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  • 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
  • 2 CLICKS
  • 2 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
  • Keyword Tool
  • Blogs
  • Discussions
  • 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
  • To summarise.
  • 7 things to do…4 CLICKS
  • 3 CLICKS
  • Online Seller Wales - Newport (Ben Magee)

    2. 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
    3. 3. WHAT WE WILL COVER Part 2: On-site SEO How to choose keywords How to optimise your web pages
    4. 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links What should my link profile look like?
    5. 5. WHAT WE WILL COVER Part 4: Content How to create great content How to attract great links
    6. 6. WHAT IS SEO?
    7. 7. WHY BOTHER? High rankings mean… Greater brand exposure More traffic More sales & enquiries
    8. 8. HOW GOOGLE WORKS Spiders crawl links Adds page to the index Shows most RELEVANT results Orders results due to IMPORTANCE
    9. 9. RELEVANCE Keywords on your pages Keywords behind your page
    10. 10. IMPORTANCE In-bound links Votes of confidence Relevancy Authority
    11. 11. ON-SITE SEO
    12. 12. CHOOSING KEYWORDS Assumption is the enemy of SEO So use the Google Keyword Planner Tool (it’s free and easy to use)
    13. 13. CHOOSING KEYWORDS Compare volume with competition – find gaps in the market Mix quick-wins with long-term goals
    14. 14. SEO COPYWRITING Google ranks webpages not websites 1-2 keywords/phrases per page Avoid duplication (e.g. product description) Keep it unique
    15. 15. SEO COPYWRITING Write for users first but make it search engine friendly In your copy = headings, subheadings, body, call to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc.
    17. 17. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
    18. 18. TRACKING Ensure e-commerce tracking is setup in Google Analytics Do you know what your visitors are doing on your site?
    19. 19. OFF-SITE SEO
    20. 20. LINK BUILDING Your site needs in-bound links Your aim is a variety of natural authoritative links Many ways to get links…
    21. 21. LINK BUILDING Relationships Business partners Suppliers Testimonials
    22. 22. LINK BUILDING Specialist Directories Niche specific (clothing, weddings etc.) Location specific (UK, Wales, Newport etc.)
    23. 23. LINK BUILDING Content Guest blog posts Shareable content (e.g: infographics) Online press releases
    24. 24. CONTENT
    25. 25. CONTENT Spend time regularly on great content creation Your brand will stand out to visitors You will reach new fans and followers
    26. 26. CONTENT Why bother with a blog?
    27. 27. CONTENT Why bother with a blog? 92% of companies who blogged multiple times a day acquired a customer through their blog (HubSpot, 2012)
    28. 28. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
    29. 29. SEO & CONTENT “Provide unique and relevant content that gives users a reason to visit your site … create a useful, information rich site.” - Google
    30. 30. SEO & CONTENT Link-bait = the best links Get social links and shares
    31. 31. SO…
    32. 32. YOU NEED TO Choose your keywords carefully Optimise your pages properly Build/attract lots of links from external sites Check your link profile
    33. 33. YOU NEED TO Find out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
    34. 34. ANY QUESTIONS? Visit: Follow: @Ben_Magee @LibertyOnlineUK