Doherty White Seo Quick Guide V2


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An introduction to Search Engine Optimization for managers. The presentation desribes a step-by-step approach and provides a list of useful resources.

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Doherty White Seo Quick Guide V2

  1. 1. Search Engine Optimization Quick Guide Doherty White Digital Marketing and PR Growing sales through more effective marketing
  2. 2. Contents <ul><li>What is SEO? </li></ul><ul><li>The main elements of SEO </li></ul><ul><li>A step-by-step approach </li></ul><ul><ul><li>Choose your keywords </li></ul></ul><ul><ul><li>Revise your site design </li></ul></ul><ul><ul><li>Index your site </li></ul></ul><ul><ul><li>Optimize each page </li></ul></ul><ul><ul><li>Check internal links </li></ul></ul><ul><ul><li>Encourage external links </li></ul></ul><ul><ul><li>Analyze your performance </li></ul></ul><ul><li>Continue the improvement process </li></ul><ul><li>Useful resources </li></ul>
  3. 3. What is SEO? Advertising – (Pay-per-click) Natural or ‘organic’ search results
  4. 4. What is SEO? <ul><li>Most people start their search for a product or service on the Web using a search engine like Google </li></ul><ul><li>You want to ensure that someone searching for your kind of product or service will find you </li></ul>Source: MarketingSherpa
  5. 5. What is SEO? <ul><li>You can pay to appear using Pay-per-click (PPC) ads </li></ul><ul><li>You can also appear for free because you naturally come out near the top in the search results – the ‘organic’ or natural results </li></ul><ul><li>Search Engine Optimization ( SEO ) is the process and tools you use to rank higher in the free or ‘organic’ search results, with the aim of getting near the top of the 1 st page </li></ul><ul><li>Getting the basics right can drive double-digit traffic growth </li></ul>
  6. 6. The main elements of SEO <ul><li>Google and other search engines use two main factors to decide how high a page appears on search results: </li></ul><ul><ul><li>Content - how relevant is the content of the page to the search term </li></ul></ul><ul><ul><li>Link Popularity – how many other sites link to this page </li></ul></ul>
  7. 7. The main elements of SEO <ul><li>So SEO focuses on </li></ul><ul><ul><li>Optimizing your web content (web-pages, documents, text, images) to ensure it’s relevant to your target audiences and can be seen by search engines </li></ul></ul><ul><ul><li>Encouraging other sites to link to you by providing great information they find useful </li></ul></ul>
  8. 8. On page Off page <ul><li>On Page – the content you write/put on your web-site plus how you structure your site </li></ul><ul><li>Off Page – links from other people/sites to you </li></ul>WWW WWW WWW WWW WWW The main elements of SEO <ul><li>Two sets of ‘things to do’ for SEO </li></ul>
  9. 9. A step-by-step approach <ul><li>Choose what terms you want to be found for – keywords </li></ul><ul><li>Review the structure of your web-site </li></ul><ul><li>Get your site indexed </li></ul><ul><li>Optimize each page on your site for particular keywords </li></ul><ul><li>Check internal links </li></ul><ul><li>Encourage external links </li></ul><ul><li>Analyse your performance </li></ul>
  10. 10. Step 1. Choose keywords <ul><li>Which words and phrases do people use when looking for you, your products, your services? </li></ul><ul><li>Looking for keywords that are (a) relevant and (b) popular search terms </li></ul><ul><li>But want to avoid words that everyone is competing for – try to find phrases that you can come out on top for </li></ul><ul><li>To start, brainstorm all the words and phrases you can think of </li></ul><ul><li>Check your web-server log files to see what visitors search for </li></ul>
  11. 11. Step 1. Choose keywords <ul><li>Next, ask your customers what they would search for if looking for you and your kind of product/service </li></ul><ul><li>Check how popular these terms are using Google Insights </li></ul><ul><li>Then, look at the keywords your competitors focus on </li></ul><ul><li>Use keyword tools – Google Keywords , Wordtracker </li></ul>
  12. 12. Step 2. Revise site design <ul><li>Some fundamentals for good SEO site design </li></ul><ul><li>Check out Google SEO Starter Guide for tips </li></ul><ul><li>Simple, flat structure, easy to find content, good internal linkage to relevant content from home page </li></ul><ul><li>Good naming of URLs i.e. intelligible to humans, not too long or complex, avoid non-alphabetic characters </li></ul><ul><li>Simple navigation: make content easy to find </li></ul><ul><li>Good usability: don’t be heavy handed in use of graphics, tag any graphics you use, name all buttons and boxes in plain language </li></ul>
  13. 13. Step 2. Revise site design <ul><li>Aim for each page on your site to target one keyword phrase – try not to have 2 pages optimized for the same topic as they’ll compete for ranking </li></ul><ul><li>Review your site structure accord to these principles, moving, adding or deleting pages as necessary </li></ul><ul><li>Use 301 redirects when you move pages around or delete them – you want to avoid missing links </li></ul>
  14. 14. Step 3. Index your site <ul><li>Create an html sitemap (lower-case s) </li></ul><ul><li>This is just a page with text links so human visitors to your site can easily see the navigation </li></ul><ul><li>Create an xml Sitemap (upper-case S) to submit to search engines </li></ul><ul><li>Google’s webmaster Help Center provides a guide to Sitemap files </li></ul><ul><li>They also provide a Sitemap generator </li></ul><ul><li>And check out Google’s page on sitemaps </li></ul><ul><li>Submit your site to the search engines e.g. using Google’s Webmaster tools </li></ul>
  15. 15. Step 4. Optimize each page <ul><li>Focus each page on a particular keyword phrase </li></ul><ul><li>Then review the URL, page title tag , header tags, your text, internal links, use of bold, page description text </li></ul>Page Title Header tags URL Text, internal links, bold Description text
  16. 16. Step 5. Check internal links <ul><li>Internal linkage affects page rank </li></ul><ul><li>Create a natural flow </li></ul><ul><li>Make sure your home page links through to your most important internal pages </li></ul><ul><li>Have internal cross-links where it’s appropriate </li></ul><ul><li>Avoid complex webs of navigation links e.g. every page linking to every other page </li></ul><ul><li>Use text for navigation i.e. a link that says “benefits of SEO”, rather than “click here” (known as anchor text) </li></ul><ul><li>These descriptive links should ideally use your chosen keywords </li></ul>
  17. 17. Step 6. Seek external links <ul><li>You want to attract links from high-authority external sites </li></ul><ul><li>Content is the primary means of obtaining links – have interesting, valuable stuff on your site people want to see </li></ul><ul><li>You can also offer links to others </li></ul><ul><li>Check out LinkingMatters for their free guide to link strategy </li></ul>
  18. 18. Step 6. Seek external links <ul><li>Prepare a Link Strategy and execute an Inbound Link Campaign </li></ul><ul><li>First, identify a target list of sites you’d like to link to you </li></ul><ul><ul><li>Who links to you now </li></ul></ul><ul><ul><li>Who links to your competitors </li></ul></ul><ul><ul><li>What sites are top for the search terms related to you </li></ul></ul><ul><ul><li>Use tools like Check Your Link Popularity </li></ul></ul><ul><li>To get links, provide information/content that people think is valuable and should be shared </li></ul><ul><li>What will you offer to make people want to link to you? Quality content (e.g. white papers or guides), or a useful tool (e.g. RoI calculators) or information (e.g. resource links) </li></ul>
  19. 19. Step 6. Seek external links <ul><li>Don’t ignore free links - you should ensure you’re listed in local business directories, linked to from partner sites, from customers, colleagues, trade associations – anywhere reputable with a web presence that will link back to you </li></ul><ul><li>Decide what outbound links you’ll have on your own site </li></ul><ul><li>Set objectives e.g. % increase in web visitor traffic </li></ul><ul><li>Contact your target sites asking for links, stating why it’s of benefit to them </li></ul>
  20. 20. Step 6. Seek external links <ul><li>Use Web 2.0 and social media as a way to generate links </li></ul><ul><li>Entries on your blog that connect to content on your web-site </li></ul><ul><li>Online PR – press releases that have links back to your site </li></ul><ul><li>Twitter – regular business updates linking back to your content </li></ul><ul><li>… . all of which still comes back to content </li></ul><ul><li>Think of creating a ‘content strategy’, outlining what you want to say, and your schedule for production, and how you plan to repurpose content for different media and channels e.g. break up a technical paper into chunks on your blog, summarise it in a powerpoint on Slideshare etc. </li></ul>
  21. 21. Step 7. Analyze performance <ul><li>You can’t manage what you can’t measure </li></ul><ul><li>Decide what is important to measure and “baseline” your performance </li></ul><ul><li>Then begin cycle of: </li></ul><ul><ul><li>Set targets </li></ul></ul><ul><ul><li>Make changes to your site to achieve those targets </li></ul></ul><ul><ul><li>Monitor whether the changes have the desired effect </li></ul></ul><ul><ul><li>Repeat </li></ul></ul><ul><li>When you’re confident in your ability to measure and analyze, start “benchmarking” yourself against competitors </li></ul>
  22. 22. Step 7. Analyze performance <ul><li>What should you measure? </li></ul><ul><li>Where is your website traffic coming from – direct visits to your URL, from search engines, pay-per-click, social media, referring sites? </li></ul><ul><li>What’s the split between the different sources of traffic i.e. which produces most / least visitors? </li></ul><ul><li>Which traffic generates more conversions / engagement / leads? </li></ul><ul><li>Inbound links: number, quality, age </li></ul><ul><li>What keywords were used to find your site? </li></ul><ul><li>Which pages are accessed the most/least? </li></ul><ul><li>How long does someone stay on your site? </li></ul><ul><li>What are your top entry and exit pages? Why? </li></ul>
  23. 23. Step 7. Analyze performance <ul><li>What action should you take based on analysis? </li></ul><ul><li>What are your goals? Increased site traffic, more B2C direct sales from your site, or more B2B lead generation? </li></ul><ul><li>E.g. if you want to generate more ‘conversions’ (e.g. a visitor registration or a direct sale), then identify which pages have the best / worst rates of conversion and compare to find out why </li></ul><ul><li>Look at which keywords are most likely to produce a conversion </li></ul><ul><li>Look at which traffic sources are producing most traffic today and think about how to augment this </li></ul>
  24. 24. Resources <ul><li>Here are some useful links for search engine optimization </li></ul><ul><li>There are also more free guides available from DohertyWhite </li></ul> Google SEO Starter Guide
  25. 25. Thank You Doherty White Email [email_address] Slides Twitter @michaelgwhite Mobile +353 86 383 8981