A presentation on what you need to know about SEO in today's Google environment and how to structure and create content that drives visitors to your website.

1. Search Engine Optimisation for humans
*OK, maybe a tiny bit….
In plain English
with no* jargon!
Jonathan
Guy

2. Agenda
• Why is SEO important for websites?
–Benefits of SEO
–What are the SEO Basics?
–Checklist for SEO basics
• How can you get to the top?
–Content and how it influences ranking

3. 3 Rules of Google
Rule 1
Google is just a machine

4. 3 Rules of Google
Rule 2
Nothing beats great content

5. 3 Rules of Google
Rule 3
One page one keyword

6. What is SEO?
The process of structuring
data on your website so
search engines* can read
and understand it
*and humans

7. What’s wrong with this advert?

8. This is the website…..
What will Google rank them for??

9. This is what Google sees
New Site
Old Site

12. Agenda
• Why is SEO important for websites?
–Benefits of SEO
–What are the SEO Basics?
–Checklist for SEO basics
• How can you get to the top?
–Content and how it influences ranking

13. Why is SEO important for websites?
• Google and other search engines have
problems crawling and indexing
• Many websites are confusing
• We don’t all speak the same language
• The machine can’t see

14. What is this?

15. Why is SEO important for websites?
• Benefits of
SEO
• What are the
SEO Basics?
• Checklist for
SEO Basics

16. Benefits of SEO
• 80% of a website’s traffic is organic
• It actually works and will continue to work
• People choose and trust the top search results
• It is long term and cost effective
• As other media decline, search increases
• Mobile is the future so optimisation is
essential
• Your competitors are ahead if you don't do it

17. What are the
SEO Basics?
1. On Site
2. On Page
3. Off site

18. On site optimisation
(This is the code bit)
• Title tags,
• Header tags,
• Meta descriptions

19. On page optimisation
(This is the content bit)

20. Off site optimisation
(This is the link building bit)

21. Checklist for SEO basics
• Google Analytics
• Google & Bing Webmaster Tools
• Titles
• Headers
• Meta Descriptions
• On page text
• Clear targets per page
• Image Alt Tags
• Internal linking
• Map existing pages to new website
• Load speed
• XML sitemap
• Mobile friendly
• Social links
• Site not blocked!

22. Checklist for SEO basics
• Two good resources
• http://backlinko.com/on-page-seo
• http://www.clickminded.com/seo-checklist/

23. Agenda
• Why is SEO important for websites?
–Benefits of SEO
–What are the SEO Basics?
–Checklist for SEO basics
• How can you get to the top?
–Content and how it influences ranking

24. How can you get to the top?
• We know that Google wants to give people
the best answers to search queries so…….
Why don’t you create the best
answers?

25. • Originality
• Headline
• Action
• Answers
• Stimulating
• Readable
• Relevant
• Engaging
What is good content?

26. How many words?
What constitutes a good length
for a blog article
or a web page?

27. Content Length and Ranking
http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
For all of these graphs, our content
length data does not include any
html, css, or javascript, but it does
contain the text found in sidebars,
which could inflate the data slightly
compared to just looking at the
main content area.

28. Content Length and Ranking
“For most SERPs it looks like at least 1500 words
is a good target. This isn’t a steadfast rule –
you’ll need to adjust this target to fit the niche
that you’re in.”
SERP IQ
Remember – you are writing for people

29. What to write?
• Who – who your product appeals to?
• What – sort of things do they need to know
about what you sell?
• Why - why should they buy from you (benefits)?
• Where – where can they find you or where do
you operate?
• When – when can they buy?
• How – how do they get in touch with you?

30. 829 words of copy in the
main area of the page
Another 152
words of copy
in the sidebar

31. Add useful
links to
authority
sites

33. Ranking #1
organically!
Google
‘answer’ box

34. Only 200
words but #1
through
relevance –
it’s the BEST
answer

35. Any Questions?

36. Keep in touch!
LinkedIn
Twitter Google+ Facebook

37. Resources
• https://moz.com/
• https://majestic.com/
• https://moz.com/researchtools/ose/