How to win business online 
with a sparkling SEO strategy 
and 
brilliant blogging techniques 
Jonny Ross 
w: JonnyRoss.co...
Introductions 
Jonny Ross 
• Former optician 
• Ran chain of opticians and ecommerce site 
• Website, SEO, ecommerce 
w: J...
Current understanding of SEO? 
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Search Engine Optimisation 
• Create great content 
• Ensure this content is accessible to search 
engines. 
• Make pages ...
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
On Site 
• Keywords 
• Content 
• Technical Aspect 
• Usability 
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsul...
Off site 
• Relevancy 
• Links 
• Reviews 
• Reputation 
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy Li...
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
SEO Audit 
• Onsite coding 
• Usability audit (usertesting.com) 
• Site Speeds and performance 
• Keywords 
• Offsite Work...
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Offsite SEO / Link building 
• Directories 
• Articles 
• RSS feed submissions 
• Guest Blogging 
• Press Releases 
• Soci...
w: JonnyRoss.com e:jonny.ross@jonnyross.c com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Top SEO Tips 
• Use SEO friendly URL’s 
– http://www.petsmart.com/product/index.jsp?productId=2753029 
– Should be 
– http...
• Image file names don’t use img123.jpg 
• Affiliate schemes? 
– Have a policy 
– Offer unique content 
• W3C Check your s...
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Be strategic with your blog 
• Plan ahead 
• Make yourself accountable 
• Come up with blog titles 
• Use keywords 
w: Jon...
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Challenge Me? 
Does anyone want to challenge me, does 
anyone think this is all a load of nonsense? 
It’s time for questio...
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Brand yorkshire - How to win business online with a sparkling seo strategy and brilliant blogging techniques

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How to win with a sparkling SEO strategy! Full of tips and tricks for SEO and Blogging!

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  • Talking of relevancy this slide is to show you the places to include your relevant keywords for the page.

    1
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    4

    I want to go a bit deeper into the heading tag, heading tags are a bit of code that developers use to tell the browser what font and size to show a piece of content. You can have h1,2,3,4 etc. h1 being the main title h2 being a sub heading etc. this is another opportunity to tell google what is the most important content on the page. If relevant a heading and sub heading really help google understand that page.

    And its really important we use markup to show what content is a H1, H2 etc
  • You can see how this works for ASOS coming top for skater dress and you can see how the keyword is included in the title and description.
  • So we have talked about onsite, we need to talk offsite!

    Offsite SEO refers to online activity that is posted somewhere other than your own website.
     
    So ultimately the more websites that are relevant and link to you the better

    Note the word relevant, Google wants to see lots of other web properties linking to you, but is only interested in extremely relevant and non spammy ones!

    The reason I have chosen a spiders web is because you need to think of it likes this, we need to create lots of different sites linking to use, but also linking to each other and more so lots of different layers of different types of links.
  • So a link profile can be built using some of the following
     
    There is a list on the screen, but I am just going to highlight some of them.

    Posting to directories
    These can be divided into three groups – General, Niche & Local. General would be directories such as White or yellow pages and so on. Niche obviously refers to directories relating specifically to your area of business, and local is anything based in your own area. All three can be useful, and while they may not attract so many visitors as other methods mentioned, they can be very useful in terms of mapping your location and influencing your ranking on Google Maps.

    Link Directories
    There are two basic varieties here – General Link Directories, which accept basically anything and everything, and Niche Link Directories, which are industry specific. The former, are really not worth investing time in – the sheer volume of links is immense and consequently the links are not terribly credible and these sited generally have a poor page rank. By all means, submit to one or two each month for the sake of link diversity, but do not consider these sites a priority.

    Niche directories on the other hand, can be very worthwhile as they specifically target people interested in your field. For example, if you run a Party Goods Website, directories focusing on Event Management, Entertainments and the like, are more likely to be accessed by people that your site will be of use to.

    The more selective choice of links published also contributes to the directory site having a better page rank, giving your own link more credibility.

    Guest blogging
    Many blogs are happy to accept relevant, well written guest posts, and will link back to your site in exchange for quality content. A link to your site on a relevant blog, can attract a huge amount of new traffic and do wonders for your Google rank – especially if the site you’re posting on already has a high rank of its own.

    Articles & Press releases
    Submitting an article, or press release to sites such as Article Dashboard or 24-7 Press Release can be a great way to expose your link to a new and wider audience. Don’t allow your standards to slip though – only submit content you would be happy to have on your own site, as it is still a direct representation of you. Also, don’t be tempted to submit the same content to a dozen different sites – it will be noticed, and do your site more harm than good. Keep your content unique and useful and this can be a worthwhile exercise.

    Social bookmarking
    Much like Social Networking, Social Bookmarking when it is social bookmarking sites done well, can be a very valuable tool. As with Facebook & Twitter, StumbleUpon & Digg buttons are an almost essential part of any great web design. Again, there are a huge number of platforms to choose from, so do a little research and decide which are a good fit for your project.

    Social sharing
    Facebook, Twitter, Pinterest… love them or hate them, social networking is here to stay. In an age of smart phones and a need for constant, current information, any website not giving it’s readers the option to follow them on their favourite network, is taking a big risk. Social Networks allow you to build a community around your brand, encourage users to share your content, and ultimately, widens your potential audience.
    Initially setting up the pages can be time consuming, but it really is worth it in the long run. If you’re overwhelmed by the variety available, pick perhaps three of the most popular networks and concentrate your efforts on those. Personally, I’d recommend Facebook, Twitter, and Pinterest is a good third as a current rising star of the online world.

    Local engagement, with local shops and communities
    If you have a bricks and mortar retail unit, speak to local shops and local communities to see if you can guest blog, link to each other, offer each other resources online.

    Do something for charity
    This tends to get the charity or a online article linking to you

    Suppliers
    Speak to suppliers and see if they will link to you

    Blog Commenting
    A quick search for ‘[your niche] blog’ will return countless results of blogs you can get commenting on, and this can be a great way to build new links. Be selective though – choose blogs that are relevant to your business, and make your comments useful and relevant too – avoid just a ‘great post!’ or ‘I agree!’ – These just look spammy and won’t encourage people to visit your site.

    forum commenting (babycentre, mothering.com, for baby related products, charity forums for particular audiences.. Maybe animal trust for pet related etc)
     
    Create Link Bait
    Link Bait is any content or feature, within a site, designed to catch people’s attention and interest. A funny photo, a great info graphic, a must have app… Anything that people are drawn to and feel compelled to share with their network.

    Of course, this list is by no means exhaustive. There are many other ways of successfully building links, but if you’re just starting out, these ideas can help build a solid foundation to build on.

    Remember too, that linkbuilding is not just about getting your name out there. It’s about networking, building relationships and trust to grow a solid, diverse and ever expanding profile of back links to your site.
    Use the ideas above and challenge yourself to create ten new backlinks today. Do the same tomorrow, and then again everyday for a week. As your traffic grows, you’ll see for yourself how worthwhile the process is. Good Luck!

    Trying to utilise all of these different web properties to create a solid spiders web around your site
  • 1. Interviews/Q & As with high profile personalities in the industry
    Sharing the opinion of industry professionals allows you to acquire link-building citations naturally
    Places you as the go-to person for industry advice
    Provides you with great, original content
    2. Acquiring content that is out of date or under-maintained
    Allows you to source old content and possibly acquire the links
    You need to contact the owner of the content and see if you can purchase the old content or re-package it (make it your own)
    Then you can add more up to date information
    3. Republishing viral posts from Facebook and Tumblr
    All about harnessing the power of social media
    Finding the most successful pieces of content and then republishing it, often on your blog
    Just make sure you acknowledge the original source of the content

  • 4. Create a database of images and cinemagraphs
    Create a service that provides bloggers and website owners with images to use, either free or provide them with access
    This will increase your website conversion rate
    You may need some initial financial investment, however you will be rewarded with improved link-building campaigns
    5. Make the most of Google+
    The more your Google+ posts are shared the more high value links you are able to get
    Ensure you are constantly building your followers
    Integrate the Google+ logo with your website as you would do with Facebook or Twitter to ensure people are aware you are active on Google+
    Don’t forget to share external links within your Google+ posts
  • 6. Guest blogging but not as we know it
    Invite guest bloggers to provide content for YOUR website
    Tools such as Followerwonk can help you find authors that have a respected and loyal following
    Once the guest bloggers start to share their content you can naturally absorb their followers, providing you with more unique traffic and more potential followers!
    7. Use forums, Q&A sites and blog comments to answer specific questions
    Use sites such as Quora to take part in asking and answering questions
    Answer questions specifically on your industry or simply add value to a discussion by honestly answering questions on current topics
  • 8. Make it easy for people to link to you
    Create small HTML snippets that people can plug right into their content to link to you
    9. Reverse engineering
    Keeping a close eye on what your competitors are doing
    Have a close look at their link sources and analyse them in order to see what methods they use (tools such as Ahrefs, Majestic SEO Open Site Explorer will allow you to extract competitor information)
    ScreamingFrog will allow you to identify domains and sites that your key competitors are linking out to
    10. Last but not least – link reclamation
    This is simply reclaiming links from a number of sources
    This could be either links to your site that are broken, linking to the wrong version of the URL, or from unlinked brand mentions
    The benefits of link reclamation are very high conversion rate for link acquisition, this is because the link has already earned the mention/citation, which makes it much easier for you to then request to have it optimised
    GoogleAlerts is a great tool to use to track websites and blogs mentioning your site’s content or brand

  • Brand yorkshire - How to win business online with a sparkling seo strategy and brilliant blogging techniques

    1. 1. How to win business online with a sparkling SEO strategy and brilliant blogging techniques Jonny Ross w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    2. 2. Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    3. 3. Current understanding of SEO? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    4. 4. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    5. 5. Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    6. 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    7. 7. On Site • Keywords • Content • Technical Aspect • Usability w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    8. 8. Off site • Relevancy • Links • Reviews • Reputation w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    9. 9. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    10. 10. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    11. 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    12. 12. SEO Audit • Onsite coding • Usability audit (usertesting.com) • Site Speeds and performance • Keywords • Offsite Work • Ranks and Reporting & Traffic analysis w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    13. 13. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    14. 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    15. 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    16. 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    17. 17. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    18. 18. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    19. 19. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    20. 20. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    21. 21. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    22. 22. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    23. 23. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    24. 24. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    25. 25. Offsite SEO / Link building • Directories • Articles • RSS feed submissions • Guest Blogging • Press Releases • Social Bookmarking • Social Sharing • Local Engagement • Suppliers • Video • Blog / Forum commenting • Create Link bait! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    26. 26. w: JonnyRoss.com e:jonny.ross@jonnyross.c com tw: @jrconsultancy LinkedIn: /jonnyross
    27. 27. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    28. 28. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    29. 29. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    30. 30. Top SEO Tips • Use SEO friendly URL’s – http://www.petsmart.com/product/index.jsp?productId=2753029 – Should be – http://www.petsmart.com/tetra-whisper-air-pump • Ensure that there is only one version of your website (try http://amazon.com) • Use Xenu or Screaming Frog to check for errors w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    31. 31. • Image file names don’t use img123.jpg • Affiliate schemes? – Have a policy – Offer unique content • W3C Check your sites code http://validator.w3.org/ • Don’t use the same IP/Domain name to email from • Ensure you are signed up to WMT • Use goal tracking on Google Analytics w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    32. 32. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    33. 33. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    34. 34. Be strategic with your blog • Plan ahead • Make yourself accountable • Come up with blog titles • Use keywords w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    35. 35. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    36. 36. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    37. 37. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    38. 38. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    39. 39. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    40. 40. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    41. 41. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
    42. 42. Challenge Me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time for questions • For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com • Carry on the conversation with me on twitter @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross

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