3. • Established in 2004
• Team of 14 creative’s & techies
• Working in SEO/Online Marketing for over
5 years
• Worked with over 400 businesses
4.
5. Disclaimer
• Everything we discuss today is based on our
experience & current practices
• Nobody working in SEO has any “control” over
Search Engines!
6. Agenda
• SEO Myths
• Keyword Research & Selection
• Building A Quality Website
• How To Optimise Pages
• Link Building Ideas
• Why Use Social Media
• Measuring Success
7. SEO Myths
• “Killer SEO tactics” exist
• SEO companies can get you in #1 position over
night
• SEO companies can guarantee top positions
• SEO companies don’t have a contact /relative /
friend / mole who works in Google who can help
them!
9. Important!
• Your keywords should be based on products or
services that you actually provide
• Ranking for generic keywords for your industry
is likely to be difficult and may not result in
new business
11. Competitor Keyword Analysis
Page Titles
Navigation Menus
Page Content
Meta Keywords In Page Source
<meta name="keywords" content="leather sofas, dining chairs, tables, living
room furniture">
12. The Google Keyword Tool
Google: Google Keyword Tool
https://adwords.google.co.uk/select/KeywordToolExternal
Tick “Exact Match Type”
13. The Long Tail Approach
• Think about product types
Keyword Local Monthly Searches
plus size halloween costumes for women 590
cheap halloween costumes for women 480
• Product Specific Keywords
Keyword Local Monthly Searches
dog halloween costumes 480
halloween costumes for couples 480
zombie halloween costumes 390
cat halloween costumes 320
16. Build A Quality Website!
• Google’s “Panda” updates look to demote low quality
websites from appearing in Search Results
• First update arrived in the UK March 2011, multiple
refinements have been made since
17. Build A Quality Website!
• Use Modern Coding Standards
• Fast Loading Times & Reliable
• Logical Structure & Easy To Navigate
18. Build A Quality Website!
• Create Quality Content
• Grammar & Spelling
• Avoid Too Many Ads & Have Content “Above The
Fold”
19. Build A Quality Website!
• Unique Content
• Write For Your Visitors, Not Search Engines
• Be Comprehensive, Not Unsubstantial
• Don't Be Afraid To Link Out To Sources
• Consolidate Existing Content
20. How To Optimise Your Website
• Page Titles & Descriptions
• Images
• Page Content
• Page urls
23. Page Content
• Structure Your Content
• Include your targeted keywords where
possible
• Bold text can help draw attention to words
• Keyword density is an outdated myth!
32. How To Build Links
• Opensiteexplorer.org – look at who is linking
to your competitors, contact them!
• Scale it up – see who is linking to the top
5,10,15 or 20 websites for your chosen
keywords
33. Creative Link Building
• Guest blogging
• Run a competition
• Donate products to be reviewed
• Donate To Charities / Sponsor Events
34. Build A Brand – Be Social!
• Be More Than A Solo Online Entity
• Dominate Search Results For Your Brand Name
• Share Your Content – Make It Easy For Others
To Do So To
• Interact With Customers – Reach Out!
35. Measure Your Success
• Benchmark Positions Of Keywords
• Use Google Analytics to track
- increased visitors
- increased page views
- website conversions (i.e sales, downloads)
.....and many more!
36. Q&A
Jonathan Walker
Head Of Online Marketing @ Spindogs
SEO Services &
SEO Training Available: Groups & 1-to-1 Sessions
• jwalker@spindogs.com
• twitter.com/spindogs
• www.spindogs.co.uk
