Search Engine Optimisation - Conscious Solutions - Digital Marketing Masterclass

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Presentation on search engine optimisation by David Gilroy at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.

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Search Engine Optimisation - Conscious Solutions - Digital Marketing Masterclass

  1. 1. Search Engine Optimisation
  2. 2. Google Algorithm – 2013 History Oct-13 Penguin 2.1 Aug-13 Hummingbird May-13 Penguin 2.0 Jun-13 Payday Loan/Porn Originally Apr-12 Feb-11 Panda
  3. 3. SEO in late 2013 • Google Local is dominating localised keywords • No more links in press releases! • “Social signals” from Facebook, LinkedIn, Twitter etc are becoming vital • Mobile search is becoming more important i.e. people searching via smartphones • As important as email marketing to existing clients • Keyword research to develop “targeted” keyword lists is even more important • (not provided) • Need to worry about “link” sites, not just your site
  4. 4. Penguin 2.0 & in general • Well written sites • Sites with little advertising • Proven niche “authority” sites • Keyword stuffing • Poor link building practices (both in & out) • Lots of exact-match anchor texts (30% or more of a link profile) • Too many ads “above the fold”
  5. 5. 3 Keys to SEO 1 Linkworthy - make it useful & compelling – SEO is intertwined with web site design & content – Tips booklets, news, content – Bear in mind it’s the law we are talking about! 1 Keywords & Content - Site optimisation – Theme optimization = keyword-focused content – More content = higher PR – Follow best practices, avoid worst 1 Link Popularity - Off-site optimisation – Social signals – Maximize high PR inbound links (backlinks) – Keyphrase filled anchor text (example: “planning solicitor” not “Kingsley Smith”
  6. 6. Domain authority
  7. 7. Page structure still important Meta title Page name H1 tag H2 tag Body copy
  8. 8. An example Rank = No.2 Searches/month = 100 Visits = 5 Pages/View = 4.6 Time on Site = 2:17
  9. 9. Panda in general • Well structured sites • Well written sites • Sites with little advertising • Sites that can be/are being “socially shared” • Low quality sites • Low quality/short content (aimed at content farms) • High advert/content ratio • Technically poor sites • Duplicate meta titles/descriptions
  10. 10. Duplicate page titles
  11. 11. Hummingbird • Better semantic search “apple & Apple” • High quality content • Enhanced user experience • Shareable content • Press release links should be “no follow” • Guest blogging could be penalised
  12. 12. Google Webmaster Tools
  13. 13. So what can be achieved – I ?
  14. 14. http://www.conscious.co.uk/presentations
  15. 15. So what’s it all about? This.
  16. 16. But what keywords?
  17. 17. Measurements
  18. 18. Link building • Less is more now • Getting less links from higher quality sites (higher PR or Domain Authority) • Guest blogging • Use a keyword, not the name of the firm for the “visible phrase”
  19. 19. Use of Site Maps • Manual site maps • Auto-generated sitemaps for Google upload
  20. 20. Tutorial (if we have time) • Someone be brave, let’s do some work! • Give me your website address • What is the target phrase you think we should look at?

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