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Understanding SEO - BritMums Live 16 Presentation

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Understanding SEO - BritMums Live 16 Presentation

  1. 1. Understanding SEO @JudithLewis
  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 WhoObligatory slide ! Judith Lewis #BML16SEO @JudithLewis & @MostlyAboutChoc
  3. 3. #BML16SEO @JudithLewis & @MostlyAboutChoc BritMums #BML16SEO Session Agenda How Google Works Algorithm Updates & Penalties Check Yourself for a Penalty Keyword Research Yoast Tools
  4. 4. #BML16SEO @JudithLewis & @MostlyAboutChoc 4 @JudithLewis @MostlyAboutChoc If you feel lost please ask a question & you will be rewarded with chocolate (and an answer). There are no stupid questions, only stupid answers
  5. 5. How Search Engines Work
  6. 6. #BML16SEO @JudithLewis & @MostlyAboutChoc Crawling and Indexing Spiders & the search engine databases Spiders only make connections and pull data – they can be inadvertently blocked and stopped from accessing your site The SERPs (Search Engine Result Pages) deliver content from the database only Technical issues can cause significant duplicate content as well as lost and missing content – use Yoast wisely!
  7. 7. #BML16SEO @JudithLewis & @MostlyAboutChoc What is & How Does A Spider Work A spider is actually just a bit of code sitting on a computer The computer connects to other computers like your bog Takes the data of the page and renders it just like someone visiting your page would see it The Google spider cannot execute anything Does not revisit often unless it has learned through experience data is frequently updated
  8. 8. #BML16SEO @JudithLewis & @MostlyAboutChoc How the Search Engine Database works (Index) Spider deposits collected data into database – at this point data of page fixed Contents of page analysed & categorised based on predominant theme/keywords on page Initial analysis of value of page and link value done relative to the established theme/KWs Searcher query relevance assessed Search result delivered Essential to remember: NOT REAL TIME
  9. 9. 9 Google Updates Some new, some old, all relevant to our blogs
  10. 10. #BML16SEO @JudithLewis & @MostlyAboutChoc Allow Google to Spider JS & CSS
  11. 11. #BML16SEO @JudithLewis & @MostlyAboutChoc Hummingbird Whole new ‘engine’ to the search ‘car’ Maintains Penguin, Panda, Caffeine, et al Conversational Search Semantic relevancy Even faster results At same time as (not provided) results increased but not part of algorithm
  12. 12. #BML16SEO @JudithLewis & @MostlyAboutChoc Panda Originally not algorithmic, now is Content-based Original content No cheating or shortcuts Designed to reduce rankings for low quality sites
  13. 13. #BML16SEO @JudithLewis & @MostlyAboutChoc Penguin Penalises link schemes & exact match anchor text Penalises cloaking, “sneaky” redirects or “doorway” pages Bad links devalued Removed huge numbers of spammy link farms, article syndication sites and related poor quality link sites Next “update” last before it becomes ‘rolling’
  14. 14. #BML16SEO @JudithLewis & @MostlyAboutChoc Pirate “a new signal in our rankings: the number of valid copyright removal notices we receive for any given We will now be using this data as a signal in our search rankings” Google announced that they would penalise sites with repeat copyright violations, probably via DMCA takedown requests Google then later launched another update to combat software and digital media piracy
  15. 15. #BML16SEO @JudithLewis & @MostlyAboutChoc Mobilegeddon Algorithm Update More mobile-friendly websites in mobile search results More relevant app content in search results Not a big impact AMP now has dedicated carousel results in mobile results
  16. 16. Check Yourself For a penalty
  17. 17. #BML16SEO @JudithLewis & @MostlyAboutChoc insigh t Check the Algorithm
  18. 18. #BML16SEO @JudithLewis & @MostlyAboutChoc Check Your Site
  19. 19. #BML16SEO @JudithLewis & @MostlyAboutChoc Check Your Site
  20. 20. #BML16SEO @JudithLewis & @MostlyAboutChoc Check Your Site
  21. 21. #BML16SEO @JudithLewis & @MostlyAboutChoc If You Still Think You Have a Penalty Check for your blog in Google – if the home page is not indexed you probably have a penalty or a bad technical issue Just because you are not ranking top in Google does not mean you have a penalty Rankings could be supressed for a number of reasons Bad links from other bloggers with a penalty Exact match anchor text links Technical issues with your blog preventing spidering – did you noindex everything by accident? Thin content – have you been writing image-heavy blog posts with little visible text? Do you have *any* links to your blog? Is your blog down a lot?
  22. 22. Keyword Research
  23. 23. How Some Do Keyword Research
  24. 24. Some Keyword Spinning Tools suggestion-tool
  25. 25. #BML16SEO @JudithLewis & @MostlyAboutChoc Google Adwords Tool/Planner Your Content & User Keywords Identifying Seed terms Identify existing keywords on site Locate new keywords from press/blogs Do research Refine newly enlarged list Identify competition level Refine list Map
  26. 26. #BML16SEO @JudithLewis & @MostlyAboutChoc Google Adwords Tool/Planner There are two ways in which to generate a list of keywords: Inputting a seed list of terms by just brainstorming and using your most valuable tool – your brain ;-) Inputting a URL from your site and letting the tool decide (I don’t recommend it) Many limitations exist particularly with inputting a URL where page content may be sparse or image-led.
  27. 27. #BML16SEO @JudithLewis & @MostlyAboutChoc Google Adwords Tool/Planner Important to Note Values from Google are approximate There is no context to the search We have no depth of data (what are the searchers thinking or desiring? Do they really want a recipe?) Country targeting does not guarantee language targeting Can’t see what converts to clicks
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  31. 31. #BML16SEO @JudithLewis & @MostlyAboutChoc SEMRush | 31
  32. 32. SEMRush
  33. 33. Designing Title Tags & Meta Descriptions
  34. 34. #BML16SEO @JudithLewis & @MostlyAboutChoc It’s Your Advert – Make it Count
  35. 35. #BML16SEO @JudithLewis & @MostlyAboutChoc Optimising Title Tag Implementing best practices for title tags: Keep Length Controlled Search engines will truncate titles in search results over 50-60 characters 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 people in tabs, search results and search engines Leverage Your Brand You are the brand – stand out Consider Impact Creating a compelling title tag will pull in more visits from the search results
  36. 36. #BML16SEO @JudithLewis & @MostlyAboutChoc 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. 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.
  37. 37. Use Yoast But Not Blindly
  38. 38. #BML16SEO @JudithLewis & @MostlyAboutChoc Wordpress Blog - Use Yoast
  39. 39. #BML16SEO @JudithLewis & @MostlyAboutChoc Wordpress Blog - Use Yoast
  40. 40. #BML16SEO @JudithLewis & @MostlyAboutChoc Wordpress Blog - Use Yoast
  41. 41. Use Yoast (but not blindly)
  42. 42. @deCabbitDeCabbit Presentation 42 Tools
  43. 43. #BML16SEO @JudithLewis & @MostlyAboutChoc
  44. 44. #BML16SEO @JudithLewis & @MostlyAboutChoc Secure your Blog
  45. 45. Tools
  46. 46. @JudithLewis ? Questions?
  47. 47. 47 If you found this useful, please consider giving either my business or my blog a link or a recommendation. THANK YOU!
  48. 48. #BML16SEO @JudithLewis & @MostlyAboutChoc You Can Stalk Me Online Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: Google+: Web: Blog: SEO Blog: HuffPost: ...and the list goes on