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Attracting Customers Using SEO

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Attracting Customers Using SEO

  1. 1. Attracting Customers Using SEO
  2. 2. Paid Vs. Organic (Natural)10%90%
  3. 3. Position Click through rates 1 42.1% 2 11.9% 3 8.5% 4 6.1% 5 4.9% 6 4.1% 7 3.4% 8 3.0% 9 2.8% 10 3.0%
  4. 4. How do search engineswork? Crawling Indexing Ranking
  5. 5. Popularity and Relevancehttp://www.yoursite.com/newpage.html
  6. 6. Popularity
  7. 7. Relevance I just found this cool new site that sells custom fitted ski boots.Text Link relevancy
  8. 8. Accessibility RelevancySustainability Optimising for search Link building Keyword research Creating content
  9. 9. Keyword Research
  10. 10. Keyword Research – Brainstorm Ideas Your Customers Competitors You and Your Tools People
  11. 11. Keyword Research – Tools
  12. 12. Googles Keyword Tool - Google AdWordshttps://adwords.google.com/o/KeywordTool
  13. 13. Keyword Research - Golden Rules! Is The Keyword Relevant To Your Websites Content? Will Searchers Find What They Are looking For On Your Site Using Those Keywords? Will They Be Happy With What They Find? Will This Traffic Provide Financial Rewards Or Satisfy Other Organisational Goals?
  14. 14. Creating Content
  15. 15. Creating Content – Duplication Issues
  16. 16. Google RecommendedMake pages primarily for users, not for search engines.Dont deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking. Create a useful, information-rich site and clearly andaccurately describe your content. Make sure that your<title> elements and ALT attributes are descriptive and accurate.
  17. 17. Increasing Relevance – Title Tags
  18. 18. Increasing Relevance – Meta Descriptions
  19. 19. Increasing Relevance – Alt Text <img alt="lofted golf club" />
  20. 20. Perfectly Optimised Page!
  21. 21. Accessibility – Build
  22. 22. Accessibility – Site Structure
  23. 23. Accessibility – URL’shttp://www.amazon.co.uk/Kindle-Wireless-Reader-3G-Wifi-Graphite/dp/B002LVUWFE/ref=amb_link_159056887_2?pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=center-1&pf_rd_r=1GVJH92SPHV3FGBDQZB5&pf_rd_t=101&pf_rd_p=234205127&pf_rd_i=468294http://www.moneysupermarket.com/mortgages/first-time-buyers/http://www.moneysupermarket.com/mobile-phones/tariffs/
  24. 24. Accessibility – Sitemaps
  25. 25. Link Building"Natural" LinksManual Link BuildingSelf Created, Non Editorial
  26. 26. Link Building – Reaching Out
  27. 27. Link Building – Competitor Analysis
  28. 28. Link Building - Social Media Regularly post great content on your website Promote your (great!) website content through social media Post great content to social media channels Build relationships with influencers
  29. 29. Making It Sustainable
  30. 30. Google Analytics
  31. 31. Access Your Google AnalyticsDashboard -Select Standard Reports Traffic Sources Search Organic
  32. 32. Recap SustainabilityAccessibility OptimisingRelevancy for searchLink building RinseCreating content And Repeat! Keyword research
  33. 33. Any Questions?Martin@red-effect.co.ukSteve@red-effect.co.uk

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