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Top 10 Actionable Tips to SEO Your Site Like a Pro from DWCC15


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The slides from the DWCC15 session in Plovdiv, Bulgaria. If you went to the session and would like to get the top SEO tips including the content checklist, tips on working with blogers for outreach, Google Search Console and more, this is the deck ;-)

  • Thanks for sharing - Judith, your lesson was fantastic! Lots of great practical tipps and a "holisitic" experience :-)
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Top 10 Actionable Tips to SEO Your Site Like a Pro from DWCC15

  1. 1. Top 10 Actionable Tips to SEO Your Site Like a Pro Judith Lewis
  2. 2. ➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated marketing campaigns - working with bloggers for link building ➡ Got on the Internet in 1986 at my school lab ➡ Working online with search since 1996 ➡ Worked in-house within e-Commerce, Publishing & High Tech ➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx, TotalJobs,, Virgin Startup, Zopa, Inspire Malibu & more ➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”, judge of the UK, US & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run food blog AM I Who Obligatory slide ! Judith Lewis @JudithLewis @MostlyAboutChoc
  3. 3. 3 @JudithLewis @MostlyAboutChoc If you have a question please and you will be rewarded with chocolate (and an answer). There are no stupid questions, only stupid answers
  4. 4. Agenda Keyword Research for Your Vertical Designing Title Tags & Meta Descriptions Content Secret of Success Benchmarking How to Win Links and Influence People Outreach Do’s and Don’ts Google Search Console Competitive Audit Technical SEO Like a Pro Your New Best Friend Toolkit @JudithLewis @MostlyAboutChoc
  5. 5. Keyword Research
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  9. 9. Designing Title Tags & Meta Descriptions
  10. 10. It’s Your Advert – Make it Count @JudithLewis @MostlyAboutChoc
  11. 11. Optimising Title Tag Implementing best practices for title tags: Be Careful With Length Search engines will truncate titles in search results over 50-60 characters, or 512 pixels wide. Get you message in concisely Place Important Keywords Close to the Front of the Title Tag The closer to the start of the title tag a keyword is, the more helpful it will be for ranking Leverage Your Brand If a brand is well-known enough, the brand name should be first. If the brand is less known or relevant than the keyword, the keyword should be first. Consider Impact Creating a compelling title tag will pull in more visits from the search results. It's vital to think about the entire user experience when you're creating your title tags. @JudithLewis @MostlyAboutChoc
  12. 12. Optimising Meta Descriptions Write Compelling Ad Copy The meta description tag draws readers to a website from the SERP. Crafting a readable, compelling description using important keywords can improve the click-through rate. Recommended Length Meta descriptions generally truncate at 160 characters. Avoid Duplicate Meta Description Tags It is important that meta descriptions on each page be unique or left blank. Not a Google Ranking Factor Neither meta descriptions nor meta keywords are used by ranking algorithms. Quotes Cut Off Descriptions Any time quotes are used in a meta description, Google cuts off the description. Remove all non- alphanumeric characters. Sometimes it is Okay to Not Write Meta Descriptions If the page is targeting between one and three heavily searched terms or phrases, go with a meta description that hits those users performing that search. @JudithLewis @MostlyAboutChoc
  13. 13. 13 Content Secret of Success
  14. 14. 10 Tips for Content Success Understand your audience Think big (data) Create engaging content Map your sales cycle (or use an editorial calendar) Write powerful/engaging titles Evergreen content rewards in constant traffic Focus on emotional, controversial or useful original content Simplicity and clarity in articles wins readers Socially promote all content (don’t expect it to work alone) Measure results @JudithLewis @MostlyAboutChoc
  15. 15. 15 Benchmarking
  16. 16. KPIs & Benchmarking Rankings of keywords can be a KPI but what is the value of that keyword ranking? Is that the right KPI? What about just traffic from organic search? CTR can be checked in Google Search Console Check impressions for search variance – is there seasonality in search volume? Keyword rankings can be tracked in Google Search Console @JudithLewis @MostlyAboutChoc
  17. 17. What Are You Tracking? @JudithLewis @MostlyAboutChoc
  18. 18. 18 How to Win Links and Influence People
  19. 19. Easy Linkbuilding Off-Site Link Placement Industry bodies Government partners Charities that your company supports RSS Feed for a blog (with caveats) Traditional press activities Articles for trade press/be an expert Guest articles @JudithLewis @MostlyAboutChoc Content Designed to Attract Links White papers Expert research papers Newsjacking Lists Interviews/Egobait Surveys
  20. 20. 20 Outreach Do’s & Don’ts
  21. 21. DO: Research Your Targets @JudithLewis @MostlyAboutChoc
  22. 22. DON’T: Exact Match Anchor Text @JudithLewis @MostlyAboutChoc
  23. 23. DON’T: Exact Match Anchor Text Link Anchor Text @JudithLewis @MostlyAboutChoc
  24. 24. Google Search Console & Bing Webmaster Tools
  25. 25. 25@JudithLewis @MostlyAboutChoc
  26. 26. 26
  27. 27. 27
  28. 28. 28 Competitive Audit
  29. 29. SEMRush @JudithLewis @MostlyAboutChoc
  30. 30. Competitor Insights for Any Domain @JudithLewis @MostlyAboutChoc
  31. 31. Technical SEO
  32. 32. Screaming Frog Site Diagnosis This tool checks multiple technical points: URI file type (CSS, JS, HTML, IMG, etc) Page Status (404, 200, 301, 302, 307, etc) Meta data such as title, description Links out from a page Image alt text etc @JudithLewis @MostlyAboutChoc
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  34. 34. Essentials Ensure you do not have duplicate content (could be from www to non-www redirects or case sensitivity) Ensure critical pages have bespoke titles and descriptions (you can see that on main console as well as within an export of HTML pages) Check that 404 pages have links to them removed (Bulk Export > Response Code > 4xx) Remove redirect chains Check server response time @JudithLewis @MostlyAboutChoc
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  36. 36. Tools @JudithLewis @MostlyAboutChoc