Learn how to improve visibility in search engines and how to perform keyword research.

1. TOP 5 TECHNICAL
RECOMMENDATIONS THAT
HELP GOOGLE LOVE
YOUR WEBSITE
TomJepson
DIRECTOR / CLIENT SERVICES

2. We can help you with that
DIGITAL MARKETING AUDIT
DIGITAL MARKETING AUDIT
2. Tracking audit
Checkshowwell setupyourtracking is.
3. Google analytics audit
Reviewsthehistorical performanceofthe site.
4. Initial keywordresearch
Researcheswhatkeywordswouldgeneratethe most
amountof business.
5. Positional benchmark audit
Shows howyoursite is currently rankingin
searchengines.
6. PPCaccount feasibility audit
Reviewanexisting AdWordsaccountor assess the
likelihoodofsuccess in AdWords.
7. SEOtechnical audit
Identifies if therearetechnicalelementsthat
preventsuccess in Google.
8. Competitor analysis
Comparesyoursite tofive competitors.
1. Business audit
Definesthebusinessgoals,websitegoalstarget
marketandsalesmessages

3. FOOTPRINT DIGITAL SEO AUDIT
At Footprint Digital
our technicians
analyse over 115
different SEO
factors when
auditing a website.

4. Audit your website to improve search engine
compliancy. Adopt new technologies to stay ahead
of the competition.
https://support.google.com/webmasters/answer/35769

5. 1) SPEED - EVERY SECOND COUNTS
40% of people
abandon a website
that takes more than
3 seconds to load.
ALERT: The Speed Update for Mobile: July 2018

6. LET’S PUT A PRICE ON THAT
If an e-commerce site is
making £1,000 per day, a
1 second page delay could
potentially cost you
£25,000 in lost sales
every year.
Losing

7. IMPROVING SITE SPEED
Increased Search Visibility & Happier Users
Increase in search engine visibility, traffic and conversions.
We improved a clients site’s load time by 85%

8. TEST YOUR OWN SITE
https://developers.google.com/speed/pagespeed/insights/
FREE!

9. 2) MOBILE
ALERT: The Speed Update for Mobile: July 2018

10. THERE ARE NOW MORE MOBILES
SEARCHES THAN DESKTOP
61% of users unlikely to return
to a mobile site they had
trouble accessing and 40% will
go to competitor site instead.48% of consumers
start mobile research
with a search engine.
Starting 21 April 2015, Google
Search will be expanding its
use of mobile friendliness as
a ranking signal.

11. GOOGLE’S MOBILE FIRST INDEX
To make our results more useful, we’ve begun
experiments to make our index mobile-first.
Although our search index will continue to be a
single index of websites and apps, our
algorithms will eventually primarily use the
mobile version of a site’s content to rank pages
from that site, to understand structured data,
and to show snippets from those pages in our
results.
Be aware, the next
chapter is coming…
November 04, 2016

12. PICK UP YOU PHONE…
When was the last time you checked
your website using your mobile phone?

13. GOOGLE MOBILE FRIENDLY TOOL
https://search.google.com/search-console/mobile-friendly
Ensure you website works on EVERY device.
More than 50 percent of search queries are mobile.

14. 3) SITE HIERARCHY
Have a sensible navigation and ensure you have a dedicated pages for
the terms you wish to target

15. 4) MANAGE CONTENT ACCESSIBILITY
Ensure Google can access your content.
Ensure there is only one location for your content.
Stop low quality pages from being indexed.
The Golden
Rule:
Your content
must be
associated with
a single page/url
which is
accessible to
search engines.

16. 5) STANDING OUT IN SEARCH RESULTS
Adhere to web standards and where appropriate use schema markup to bring an extra
level of clarity, structure and meaning of content to search engines.
https://schema.org/
https://www.w3.org/standards/
“Structured Data”

17. SEO CHECKLIST: THE WEBSITE
Audit your website:
1. Improve Site Speed
2. Mobile Compatibility
3. Site Hierarchy
4. Manage Duplicate content
5. HTML & Structured Data

18. TOOLS FOR WEBSITE AUDITING
Search Console Mobile Friendly Test
Google Speed Test Screaming Frog

19. HOW TO MAKE GOOGLE LOVE
YOUR CONTENT DavidRoscoe
BUSINESS DEVELOPMENT

20. CAN YOU SPOT
THE ISSUE WITH
THIS SITE?
20
This is what you are presented with
in the search results:
This is what you (and the search
engine) are presented with on the
homepage.
If we are struggling, how do you think Google is getting on?

21. ON-PAGE OPTIMISATION

22. 1) KEYWORD MAPPING
Review your website’s and begin
mapping potential pages with
keyword targets. If you don’t have
a page, create one!

23. 2) SEARCH ENGINE FRIENDLY URLS
• Use keyword focus in your urls
• Don’t spam www.domain.com/my-spam-page-that-is -all-about-spam-spam-is-awesome-super-spam-spam-spam-spam-spam-funky-spam-spam/
• Benefits search engines as well as end users
• More descriptive
• More memorable and less prone to error
www.domain .com/page.php?id=12345678
www.domain .com/double-beds/
What’s this page about?
How about this one?

24. 3) PAGE TITLES & META DESCRIPTIONS
Remember this?
Remember, this is probably the first engagement many customer will have with you.
This is not a great start for customer journey or Google.

25. WHY ARE THEY IMPORTANT?
• Often the first connection with brand in the search results.
• Hugely affects click through rates.
• If the search query/keyword is visible, its seen relevant.
• Page Titles still the most influential on-page element.
• Meta description not a ranking factor but can Improve CTR via
compelling descriptions and strong call to actions in META
descriptions.
Page Title
META Description

26. THE GOOD, THE BAD & THE UGLY
Descriptive & Promotional
Keyword focus + variants.
Reference to brands and price, but way too generic.
Descriptive but no keyword reference in Page Title
No keyword reference in Page Title
No META description on page - Google has had to try and make its own!

27. WHICH WOULD YOU CLICK?
Page Title
META Description
Huge importance for SEO.
Describe and entice users to click on you.
Craft your Page Titles & Meta Descriptions. Use keywords and be appealing!
VS

28. 4) UNIQUE CONTENT
Every page on your
website should have
high quality, relevant
content. Most
importantly, it must
be unique to the site
and page.

29. 5) PROVIDING ENOUGH CONTENT

30. CREATE THE BEST PAGE ON THE
INTERNET FOR A GIVEN TOPIC

31. CALL TO ACTIONS, SALES MESSAGES
& ADDRESSING ANXIETIES
• Understand the audience
address their needs, fears and
anxieties.
• Understand the message
get your key messages across
quickly and clearly.
• Understand the purpose
use clear call to actions to
achieve your desired outcome.

32. KEYWORD OPTIMISED CONTENT
• Page Title & Meta Description
• Headings/Document Outline
• Adequate body content
• Synonyms & related terms
• Use alt tags on Images
• Video & resources
• Lists, Quotes, Testimonials
• Strong and relevant linking

33. LOCALISATION
Optimise and tailor your
content to the
audience’s specific
needs.
Don’t just translate, localise!
Get into local customers heads; learn how they
talk, what their interests, fears and concerns are.

34. GRAMMAR AND SPELLING
It’s basic stuff,
but it’s going to
affect the quality
of your content
and make a bad
impression on
you audience.

35. CONTENT DUPLICATION
& THIN CONTENT
What is
really not
cool in
SEO?
Having pages with
little or no content
Having pages with
low value content
Having pages with
plagiarised content
https://www.copyscape.com/

36. 6) THE IMPORTANCE OF
INTERNAL LINKING
• Link to related content to
improve usability
• Promote content
• Build the authority and
prominence of your pages
through increased
reference.

37. • Improve search engine optimisation &
accessibility.
• Alt tags should be used to provide a
description of the image being displayed.
• Use a descriptive file name not image_1.jpg
• Use keyword focus, but be true to what is
being displayed.
• Think of an Alt as a caption for an image.
7) IMAGE OPTIMISATION

38. 8) “FRESH” CONTENT
Don’t let this be
your website.
It won’t give search
engines or users the
impression that you
are an authority on
your subject matter.
Regular Content.

39. 9) CREATE A KNOWLEDGE AND
INFORMATION HUB.
Develop a wider strategy to cover all needs & opportunities

40. 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:

41. SEO CHECKLIST: THE CONTENT
1. Keyword Mapping
2. Search Friendly URLs
3. Page titles and meta
4. Document Outline
5. Unique Content
6. Internal Linking
7. Image Optimisation
8. Fresh content
9. Build Knowledge/Information Hub

42. 6 WAYS TO MAKE GOOGLE
KNOW YOU’RE LOVED TomJepson
DIRECTOR / CLIENT SERVICES

43. External Signals define your
authority and reputation
Examples of “Signals”
• Links (The BIG one)
• Social interaction
• Brand Mentions
• Reviews
• User Engagement
Your Website
The Web

44. WHAT IS A LINK
In HTML:
In Text:

45. IT’S A LOT LIKE NETWORKING
Think of Links from external sites as “endorsements”.
The more links from relevant and popular
websites, the more kudos you get.

46. BUT ITS NOT JUST ABOUT VOLUME

47. IT’S ABOUT RELEVANCY, TRUST
AND AUTHORITY
OR
Which is the more authoritative site?
BOB’S
NEWS

48. 1) CONTENT MARKETING – CREATE GREAT
CONTENT THAT PEOPLE WILL LINK TO
Be the headline – not the banner ad. Produce high
quality and relevant content to increase reach.

49. 2) LINKS A) UTILISE EXISTING
RELATIONSHIPS
• Start in your own back yard
• You already have plenty of clients,
partnerships and connections
• Review your existing relationships and
connections to identify potential link
opportunities
• Work on these to make productive
and mutually beneficial relationships!
(and backlinks)

50. 2) LINKS B) BUSINESS DIRECTORIES
Get in the top-level directories such as Yellow Pages
or Yelp, as well as any relevant local and industry
specific directories.

51. 3) SOCIAL SIGNALS
Distribute your content through social media to amplify reach,
engagement and potential of generating backlinks.

52. 4) USER ENGAGEMENT

53. 5) BRAND MENTIONS (LOCAL CITATION)
Brand Mentions and Citations are treated similarly to links by
Google for local searches
• NAP – Name, Address, Phone Number
Name
Address
Phone Number
Complete
Citation
Link

54. 6) REVIEWS & FAQS
• Encourage Reviews.
• Let the user generate your
content!
• Address consumer anxieties.
• Provide additional
value/content.
• Improve conversions.

55. WE WOULD REALLY LOVE
YOUR FEEDBACK
http://bit.ly/FootprintReview

56. TOOLS
https://majestic.com/

57. We can help you with that
2. Tracking audit
Checks howwell setup your tracking is.
3. Google analytics audit
Reviews the historical performance ofthe site.
4. Initial keyword research
Researches whatkeywords would generate the
most amount of business.
5. Positional benchmark audit
Shows howyour site is currently ranking in
search engines.
6. PPC account feasibility audit
Review anexisting AdWords accountor assess the
likelihood of success in AdWords.
7. SEOtechnical audit
Identifies if there are technical elements that
prevent success in Google.
8. Competitor analysis
Compares your site tofive competitors.
DIGITAL MARKETING AUDIT
DIGITAL MARKETING AUDIT
1. Business audit
Defines the business goals, website goals
target market and sales messages

58. SEO CHECKLIST: THE SIGNALS
Build Signals:
1. Create incredible content
2. Links (ask, directories and content marketing)
3. Social Signals
4. User engagement
5. Mentions/ citations
6. Reviews

59. SUMMARY
DavidRoscoe
BUSINESS DEVELOPMENT

60. SUMMARY
1. Digital Marketing in Real World Quiz
2. Google Needs You, You Need Google.
3. How to set objectives
4. 8 Steps to keyword research
5. Top 5 Technical Considerations
6. 8 ways to make google love your content
7. 5 ways to make Google know you’re loved

61. DON’T FORGET…
“Focus on the user and
all else will follow…”

62. YES, BUT…

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

64. GET STARTED.
UNDERTAKE A DIGITAL MARKETING AUDIT
ONLY SMARTIES HAVE THE ANSWER!
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
DavidRoscoe
BUSINESS DEVELOPMENT
TomJepson
DIRECTOR / CLIENT SERVICES

65. THANK YOU!
65