Technical SEO and Keyword Research - Part 1

1. Technical SEO &
Keyword Success

2. TODAY’S AGENDA
Time 9:30am-12:30pm
9:30 - 10:00 Digital Marketing in the real world
What would you like to get out of today?
10:00 - 10:30 Why you need Google & why Google needs you
Understand how Google works and you’ll value it forever
10:30 – 10:45 Tea Break
10:45 – 12:15 Who is your market and what are they searching for?
How to make Google love your website
(Technical & Code Consideration)
How to make Google love your content
(On-page optimisation)
How to make Google know you're loved
(Building positive signals)
12:15 – 12:30 Q&A / Closing Summary
DavidRoscoe
BUSINESS DEVELOPMENT
TomJepson
DIRECTOR / CLIENT SERVICES

3. EVERYTHING YOU NEED TO
KNOW ABOUT DIGITAL
MARKETING IN THE ‘REAL
WORLD’
DavidRoscoe
BUSINESS DEVELOPMENT

4. MEASURE IT!
TEST IT!

5. WHICH TEST WON?
5 ROUNDS 5 QUESTIONS
LAST ONE STANDING TAKES THE HONOURS

6. LEAFLET DELIVERY COMPANY
CALL TO ACTION BUTTON

7. LEAFLET DELIVERY COMPANY
CALL TO ACTION BUTTON

8. LEAFLET DELIVERY COMPANY
CALL TO ACTION BUTTON

9. LESSON 1
IT’S NOT ABOUT HOW WELL YOU SELL
SOMETHING IT’S ABOUT HOW WELL
YOU ADDRESS MEMBER CONCERNS

10. LIFESAVER SYSTEMS – PRODUCT PAGE
VERSION A

11. LIFESAVER SYSTEMS – PRODUCT PAGE
VERSION B

12. A
B

13. A
B

14. A
+ 22%
B

15. LESSON 2
DON'T ASSUME.
YOU ONLY KNOW IF YOU TEST IT.

16. OASIS OVERLAND

17. OASIS OVERLAND - ADVERT VARIATIONS
Africa Expeditions
Great Value Africa Overland Trip,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Change Your Life Now. See Africa,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Worry Free Organised Overland Trips,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
A Price
B Encouragement
C Descriptive

18. OASIS OVERLAND - ADVERT VARIATIONS
Africa Expeditions
Great Value Africa Overland Trip,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Change Your Life Now. See Africa,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Worry Free Organised Overland Trips,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
A Price
B Encouragement
C Descriptive

19. WINNER – VERSION B +12%
Africa Expeditions
Great Value Africa Overland Trip,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Change Your Life Now. See Africa,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
Africa Expeditions
Worry Free Organised Overland Trips,
Africa Expeditions 19 days to 39 weeks.
OasisOverland.co.uk/Africa-Expeditions
A Price
B Encouragement
C Descriptive

20. LESSON 3
DIFFERENT PEOPLE RESPOND TO
DIFFERENT MESSAGES.
FIND A GOOD CAPTURE ALL
MESSAGE.

21. FEVER MARKETING A

22. FEVER MARKETING B

23. FEVER MARKETING C

24. A B C

25. A B C

26. +268%+83%
A B C

27. FEVER MARKETING – WINNER C +268%

28. LESSON 4
DESIGN ISN'T ALWAYS ABOUT
AESTHETIC. IT’S ABOUT
ENGAGEMENT.

29. ANYONE LEFT?

30. CONTACT FORM FIELDS A

31. CONTACT FORM FIELDS B

32. CONTACT FORM FIELDS C

33. CONTACT FORM FIELDS D

34. CONTACT FORM FIELDS
A B C D

35. CONTACT FORM FIELDS
A B C D

36. CONTACT FORM FIELDS – WINNER C
0 +24% +31% +18%
A B C D

37. LESSON 5
VALUE YOUR CONTACT FORMS.

38. WINNER!

40. WHY YOU NEED GOOGLE &
WHY GOOGLE NEEDS YOU TomJepson
DIRECTOR / CLIENT SERVICES

41. IMAGINE THE WEB WITHOUT
SEARCH ENGINES

42. FOR MOST OF US, SEARCH ENGINES
ARE OUR DOORWAY TO THE WEB

43. GOOGLE
Google alone now handles at least
2 trillion searches per year!
FYI that’s:
• Searches per second: 63,000
• Searches per minute: 3.8 million
• Searches per hour: 228 million
• Searches per day: 5.5 billion
• Searches per month: 167 billion

44. GOOGLE HAS GROWN UP
In 1999, it took Google one month
to crawl and build an index of
about 50 million pages.
In 2012, the same task was
accomplished in less than one
minute.

45. 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

46. WHAT DOES GOOGLE WANT?
“The perfect search engine
understands exactly what you
mean and gives you back exactly
what you want.” – Larry Page, CEO Google

47. WHAT DOES GOOGLE REALLY WANT?
Here’s a clue…

48. IT’S QUESTION TIME!
How does Google make money?

49. ANSWER: PAID ADVERTISING

50. IT’S QUESTION TIME!
What percent of their
advertising comes from
search/display network?
30% 60% 90%
ANSWER:

51. HOW GOOGLE MAKE THEIR MONEY

52. SO, WHAT DOES GOOGLE NEED?

53. 53
Without
you I’m
nothing.
PLACEBO
YOU

54. GOOGLE WANTS RETURNING USERS

55. TECHNOLOGY HAS EVOLVED
Optimise for device and specific needs.

56. CONSUMER BEHAVIOUR IS CHANGING.
Voice search is increasing

57. THE WEB & TECHNOLOGY
IS GETTING SMARTER.
MACHINE LEARNING
ARTIFICIAL INTELLIGENCE
This will only accelerate

58. TO BE SUCCESSFUL ONLINE
You have to be found…

59. WHAT IS SEO? TomJepson
DIRECTOR / CLIENT SERVICES

60. 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.

61. Not thisPaid Ads
PAID SEARCH VS ORGANIC/SEO
This
Or thisPaid Ads
“Organic”
“Natural”
“SEO”
listings

63. THE PRINCIPLES OF SEO
The core principles of SEO have not changed:
PERCEPTION
CONTENT
INFRASTRUCTURE/TECHNOLOGY
RESEARCH
The Strategy
Having a plan.
The Website.
Having a search
friendly platform.
The Content.
Delivering relevancy and
what the audience need.
Signals from the web.
Having recognition from the rest
of the web.
DIFFICULTY

64. GOOGLE CRAWLS SITES WITH 'SPIDERS'
Clever Algorithms then
index the web and
determine what results
to return for a query
and in which order.

65. CRAWLING THE WEB
Spiders following links to discover content.
No links, no idea you exist….

66. BUT HOW DOES IT CHOOSE?

67. WHAT MAKES YOUR SITE RANK?
ANSWER: There are LOTS OF THINGS
“Today Google’s algorithms rely on more than
200 unique signals or “clues” that make it
possible to guess what you might really be
looking for…”

68. SEO IS NOT BLACK & WHITE
There are lots of 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.

69. GOOGLE’S ADVICE ON HOW TO MAKE IT
69
Focus on the user and all
else will follow

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

71. ACTUAL SUCCESS IS
ACHIEVED THROUGH

72. 1. CLEAR TARGETING & PLAN
Understanding your audience, identifying the keywords,
channels, and mediums involved to reach that audience.
Who is your audience and for what are they searching?

73. 2. THE WEBSITE
Making sure the website/platform is optimised for both
search engines and its users. The techie stuff!

74. 3. THE CONTENT
Making sure the website’s content is of the highest quality,
relevant, and has appropriate keyword focus. Content is King!

75. 4. THE SIGNALS
How your site and content is portrayed by the rest of the web.
Links, Citation, Reviews, User Engagement, and Social interaction.

76. SETTING OBJECTIVES DavidRoscoe
BUSINESS DEVELOPMENT

77. We can help you with that
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.
DIGITAL MARKETING AUDIT
DIGITAL MARKETING AUDIT
1. Business audit
Definesthebusinessgoals,websitegoalstarget
marketandsalesmessages

78. Define your customers. Understand who they are, where
they are, and what they need. For what do they search?

79. BUSINESS QUESTIONS
• Business Goals
• Website Goals
• Products/ Services
• Tracking
PREPARE,
PLAN,
PRIORITISE

80. WHAT IS YOUR COST PER ACQUISITION
(CPA)
• 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

81. OUR PERFECT CLIENT
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 theEast
and South of
England.

82. BUSINESS QUESTIONS
• Sales Messages
• Calls to Action
• Address Anxieties
PREPARE,
PLAN,
PRIORITISE

83. Google Global Market Finder

84. 8 STEPS TO KEYWORD
RESEARCH DavidRoscoe
BUSINESS DEVELOPMENT

85. 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

86. LONG VS SHORT TAIL

87. BEWARE! KEYWORDS TO AVOID
• Choosing keywords that are too generic
• Keywords with too much competition
• Keywords without enough traffic
• Keywords that don't convert
• Trying to rank for one keyword at a time

88. 1) WHAT WOULD YOU TYPE IN?
Establish keywords based on the existing pages that make up the
website. Are there any missing?

89. 2) SERP ANALYSIS
Paid Ads
Page Titles
Other SERP
opportunities
Related
Searches
Auto
suggest
Look for ideas on keywords, variants, CTAs, SERP types.

90. Although you can’t get access to
competitor data, you can review
their website to understand their
strategies and keyword targets.
3) THE COMPETITION

91. 4) GOOGLE SEARCH CONSOLE
https://www.google.com/webmasters/tools
Make sure you set up
Google Search Console!
FREE!

92. GOOGLE SEARCH CONSOLE
https://www.google.com/webmasters/tools/home
Use “Search Analytics” in
Google Search Console to
establish how people are
finding you and much more.

93. GOOGLE SEARCH CONSOLE
https://www.google.com/webmasters/tools
Identify the keywords that currently drive
traffic from Google to your website, their
current ranking and their potential.
Current Reality Opportunity Performance

94. 5) GOOGLE TRENDS
https://www.google.co.uk/trends/
Understand and compare the
trends of popular search
terms and use this to plan
your strategy.

95. 6) USE PAID SEARCH DATA!
Use Google Adwords to test and measure keyword
performance before investing heavily in SEO.

96. 7) GOOGLE KEYWORD PLANNER
https://adwords.google.com/home/tools/keyword-planner/
FREE!• Establish Search Volumes
• Find new keyword ideas
• Understand trends

97. UNDERSTANDING LOCAL
SEARCH TRENDS
https://adwords.google.com/home/tools/keyword-planner/
Use the keyword
planner to drill
down to Country,
and even City
specific data.
FREE!

98. 8) WHERE ARE YOU
CURRENTLY RANKED?
Identify where you are currently ranked to guide
opportunities & quick wins
Manual Reviews Google Search Console
https://moz.com/ www.semrush.com https://ahrefs.com
FREE
PAID

99. RESEARCH, RESEARCH, RESEARCH
1. What would you type in?
2. SERP Analysis
3. Competitor Research
4. Google Search Console
5. Google Trends
6. Paid Search Data
7. Google Keyword Planner
8. Where are you ranked?
PREPARE,
PLAN,
PRIORITISE

100. KEYWORD RESEARCH EXERCISE