Introduction to SEO - by Ian Miller


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Introduction to SEO presentation that I game at Chartered Institute of Marketing Digital Bootcamp.

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Introduction to SEO - by Ian Miller

  1. 1. Search Engine Optimisation
  2. 2.  Ian Miller, Search Director at Crafted Media Team of 15 across all search disciplines Responsible for increasing visitors, & converting them Wide range of clients across B2B & B2C industries
  3. 3.
  4. 4.  The UK internet economy is worth £100 billion. Over 1 billion searches per day on Google alone Google has over 91% market share in UK Organic search results have around 3 times more clicks than paid (AdWords) Google has $43 billion in cash
  5. 5. “To organise the world’s information and make it universally accessible and useful”Google’s mission statement
  6. 6.  Improves the technical foundation of a site Increases the authority and presence of a site against its peers Ensures the content is in line with the desired searcher’s intent Helps shape user experience for maximum response
  7. 7.  It follows things blindly, good or bad If you feed it what it wants, it likes you If you try and lie to it, it will probably find out If you’re nicer to it, it prefers you to others Popularity breeds popularity The more information you give it, the more it looks for Sometimes, it throws a tantrum
  8. 8.  What does a site look like to a search engine? Can a search engine find all your pages? Is there duplication e.g. non-www & www? Can it see the content e.g. Flash? Is authority being passed through the site properly? How do you treat errors?
  9. 9.  Google’s Webmaster Tools  Crawl errors  Sitemaps  Content quality  Geo-targeting  Statistics
  10. 10. 1 2 3
  11. 11.  How does your site look to a search engine? ◦ Xenu crawler ◦ IIS Toolkit ◦ Screaming Frog
  12. 12. “Performance is theaggregation of marginal gains.”Dave Brailsford: British Cycling, Team Sky
  13. 13.  Highly visible Influential in their sector Mentioned outside of an anchor text link Referenced against their peers 3rd party citations Have brand advocates
  14. 14.  Number and quality of links Anchor text distribution Brand mentions Social media activity PR coverage Citations Resource hubs
  15. 15.  Leverage all your contacts and ask: o Suppliers o Organisations o Partners o Charity work o Customers o Staff
  16. 16.  Create your own links: ◦ Resource lists ◦ Niche directories ◦ Event listings ◦ Contact blogs/news sites in your sector ◦ Give away products for review and competitions ◦ Videos ◦ Screencasts and webinars ◦ Awards, ego-bait
  17. 17.  Install SEOmoz toolbar Create master contact list Contact someone on that list every day Find common issues, work to fix them Business process often at odds with SEO, integrate
  18. 18.  Advanced search operators ◦ ◦ Examples: ◦ intitle: “intitle:directory haulage company” ◦ inurl: “ essex business” ◦ Compound “ intitle:links graphic design”
  19. 19.  What data do you own? Scale is interesting – “World’s biggest…” Effective PR is about the reader, not the source Find communities and engage before you need them Get a link! ◦ “brandname –”
  20. 20.  Have a hub that people can point back to ◦ Social has many benefits, but for SEO it’s links and mentions Use social to find contacts ◦ Followerwonk ◦ Simply Measured
  21. 21.  Ensure all company content is online ◦ Brochures ◦ Case studies ◦ News & PR ◦ Help files & FAQ’s ◦ Call centre notes ◦ Tacit knowledge Create non-commercial content Interlink, give people something else to see Use this content as a basis for outreach
  22. 22.  Small surprises are best, do the unnecessary Ask for feedback, push them to other review sites Customer reviews on products or services Keep in contact, be interested in them away from a transaction Consider if they have a website, ask for a link Promote them, they’ll promote you
  23. 23.  Site structure is paramount o If you want to rank for a keyword, what page justifies it? Avoid “This is a...” use “This widgetomatic is a…” Keywords come first – optimise page titles & H1s Use words that are relevant to your searcher, not just your industry Good copy naturally includes keywords; avoid any “density” metrics Google keyword tool Google Insights
  24. 24.  Consider wider goals than a sale, create a funnel Make calls to action clear and obvious Remove barriers for them ◦ Avoid unnecessary fields on contact forms ◦ Remember their details ◦ Follow up automatically Prove it all in Analytics
  25. 25.  SEO is the long game Expect incremental success Embed it as part of the business process Quick wins are often shallow Prove results against additional value created, not always final objectives
  26. 26. 1. Be critical of your own site. Get registered with tools2. Produce a content plan (and stick to it)3. Create master contact list4. Ensure SEO is considered as part of business process5. Learn advanced search queries6. Understand your competitors7. Mobilise your customers8. Make friends with the sales department9. Define success and measure against it
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  28. 28.  Advanced link operators ◦ ◦ ◦ Learn Google Analytics ◦ ◦ Tools ◦ Links ◦ ◦ ◦
  29. 29.