How well do you know google - An introduction to SEO

1. An Introduction to SEO
April 2018

2. HOW WELL DO YOU
KNOW GOOGLE?
5 ROUNDS 5 QUESTIONS

3. If Your Boss Asks You To Make Sure The Company
Website Dominates Search Engines Do You:
A) Employ A Wide Range Of Small Modifications
And Activities That Incrementally Improve The
Performance Of The Site.
B) Take A Truckload Of Cash And Shovel It Into
Google Hq In London
C) Take The Intern Hostage, Lock Yourself In
The Store Cupboard And Refuse To Come Out
D) Press The Magic Button

4. 1. If Your Boss Asks You To Make Sure The Company
Website Dominates Search Engines Do You:
A) Employ A Wide Range Of Small Modifications
And Activities That Incrementally Improve The
Performance Of The Site.
B) Take A Truckload Of Cash And Shovel It Into
Google Hq In London
C) Take The Intern Hostage, Lock Yourself In
The Store Cupboard And Refuse To Come Out
D) Press The Magic Button

5. SEO Is About Getting
Found In Search Engines
Search engine optimisation
(SEO) is the process of affecting
the visibility of a website or a
web page in a web search
engine's unpaid results — often
referred to as "natural,"
"organic," or "earned results.

6. Paid Ads
Paid Search Vs Organic/SEO
Or this
“Organic”
“Natural”
“SEO”
listings

7. IN CASE YOU HADN’T ALREADY NOTICED…
Google is a BIG deal
80.60%
7.51%
6.16%
4.51%
1.22%
October 2017
Source: Net Market Share

9. “The perfect search engine
understands exactly what you
mean and gives you back
exactly what you want.” – Larry Page, CEO Google
What Does Google Want?

10. Here’s a clue…
What Does Google Really Want?

11. What Percent Of Their Income Comes From
Search/Display Network?
30%
60%
90%

12. 30%
60%
90%ANSWER:
What Percent Of Their Income Comes From
Search/Display Network?

13. Users
Advertisers Google
Google Wants Returning Users

14. What Is Google's Advice On How To Make
Your Website Successful?
A) We Won't Tell You Any Secrets That'll Automatically Rank
Your Site
B) You Should Base Your Optimization Decisions First And
Foremost On What's Best For Our Algorithm
C) Focus On The User And All Else Will Follow
D) Content Is King

15. What Is Google's Advice On How To Make
Your Website Successful?
A) We Won't Tell You Any Secrets That'll Automatically Rank
Your Site
B) You Should Base Your Optimization Decisions First And
Foremost On What's Best For Our Algorithm
C) Focus On The User And All Else Will Follow
D) Content Is King

16. Great advice,
but let’s face
it: it’s a little
vague and
fluffy...

17. ANSWER: There are LOTS OF THINGS
“Today Google’s algorithms rely on more than 200
unique factors or “clues” that make it possible to
guess what you might really be looking for…”
What Makes Your Site Rank?

18. How Does Google Assess Your Site?
A) SCRAPER
B) SPIDER
C) SPYWARE
D) GHOSTBOT

19. How Does Google Assess Your Site?
A) SCRAPER
B) SPIDER
C) SPYWARE
D) GHOSTBOT

20. Clever Algorithms then
index the web and
determine what results to
return for a query and in
which order.
Google Crawl with Spiders

21. Spiders following links to discover content.
No links, no idea you exist….
Crawling The Web

22. But How Does it Choose?

23. There are many theories around what
SEO practices do and don’t work.
Some of them confirmed by Google,
many of them NOT.
It is not in Google’s interest to tell
you their recipe.
SEO is Not Black and White

24. Success In Search Engines Is Achieved Through:
A) Understanding How You're Currently Performing And
What Opportunities There Are For You
B) Coming Up With Clear Targeting & A Plan
C) Addressing Factors In The Website Code
D) Improving The Content Throughout Your Site
E) Developing "Signals" Or "Links" To Your Website
F) All Of The Above

25. Success In Search Engines Is Achieved Through:
A) Understanding How You're Currently Performing And
What Opportunities There Are For You
B) Coming Up With Clear Targeting & A Plan
C) Addressing Factors In The Website Code
D) Improving The Content Throughout Your Site
E) Developing "Signals" Or "Links" To Your Website
F) All Of The Above

26. 2. The Strategy
Having a plan.
1. Audit
What are the
opportunities?
3. The Website.
Having a search friendly
platform.
4. The Content.
Delivering relevancy and what
the audience need.
5. Signals from the web.
Having recognition from
the rest of the web.
The Principles of SEO

27. Tools We Use To Audit
SEO Performance

28. We can help you with that
2. Tracking audit
3. Google analytics
audit
4. Initial keyword
research
5. Position benchmark
audit
6. PPC account
feasibility audit
7. SEO technical audit
8. Competitor
analysis
1. Business audit
Digital Marketing Audit

29. • Make £500 per booking
• Willing to invest 10% into marketing
• Willing to spend £50 per booking
• 33% of enquiries convert
• Willing to spend £16 to generate 1 lead
Working Out Cost Per Acquisition

30. Established
£1-20 million
turnover
.
Looking for at
least a 20% on
year growth.
Selling to UK
market with
interest in
Europe and USA.
Itchy, driven,
ambitious,
visionary and
frustrated.
With Marketing
Manager and 1-3
person marketing
team.
Based in London
and the East
and South
of England.
Who’s Your Perfect Client?

31. We can help you with that
2. Tracking audit
3. Google analytics
audit
4. Initial keyword
research
5. Position benchmark
audit
6. PPC account
feasibility audit
7. SEO technical audit
8. Competitor
analysis
1. Business audit
Digital Marketing Audit

32. 1) What Would You Type In?
Establish keywords based on the existing pages that make up the
website. Are there any missing?

33. 2) Google Keyword Planner
https://adwords.google.com/home/tools/keyword-planner/
Use the keyword planner tool
to discover what people are
searching for in Google.

34. 3) Google Search Console
https://www.google.com/webmasters/tools
Understand the keywords that drive traffic
from Google to your website, your current
ranking and their potential.

35. 4) Google Trends
https://www.google.co.uk/trends/
Understand and compare the
trends of popular search terms
and use this to plan your
strategy.

36. We can help you with that
2. Tracking audit
3. Google analytics
audit
4. Initial keyword
research
5. Position benchmark
audit
6. PPC account
feasibility audit
7. SEO technical audit
8. Competitor
analysis
1. Business audit
Digital Marketing Audit

37. 40% of people
abandon a website
that takes more than
3 seconds to load.
Speed - Every Second Counts

38. https://developers.google.com/speed/pagespeed/insights/
FREE!
1) Test Your Own Site

39. Mobile

40. https://search.google.com/search-console/mobile-friendly
Ensure you website works on EVERY device.
More than 50 percent of search queries are mobile.
2) Google Mobile Friendly Tool

41. 5) SITE HIERARCHY
Site Hierarchy

42. SCREAMING FROG
3) Screaming Frog

43. Topline Audit - Nibbler

44. Audit your website:
1. Speed
2. Google Mobile Compatibility
3. Site Hierarchy
SEO Checklist: The Website

45. We can help you with that
2. Tracking audit
3. Google analytics
audit
4. Initial keyword
research
5. Position benchmark
audit
6. PPC account
feasibility audit
7. SEO technical audit
8. Competitor
analysis
1. Business audit
Digital Marketing Audit

46. THE RESULTS
Footprint’s SEO campaign,
including top-level navigation
improvements and internal
content optimisation.
Google Keyword
Visibility
Huge increase in search engine visibility, traffic and conversions.
Get all this right, and this can happen:
The Results

47. USE GOOD SEO TO IMPROVE
YOUR CHANCES OF MAKING IT…

48. To Get Started.
Undertake A Digital Marketing Audit
Want a copy of this presentation?
Want help making more money online?
Please contact: enquiries@footprintdigital.co.uk
Visit: www.footprintdigital.co.uk
Tweet: @footprintdigit
Tom Bowden
DIRECTOR
David Roscoe
BUSINESS DEVELOPMENT
Hannah Meadows
HEAD OF CLIENT SERVICES