Slides from Jonathan Walker's SEO Presentation

1. Search Engine
Optimisation
Search Engine Optimisation
02/02/2012

2. About Me

3. • Established in 2004
• Team of 14 creative’s & techies
• Working in SEO/Online Marketing for over
5 years
• Worked with over 400 businesses

5. Disclaimer
• Everything we discuss today is based on our
experience & current practices
• Nobody working in SEO has any “control” over
Search Engines!

6. Agenda
• SEO Myths
• Keyword Research & Selection
• Building A Quality Website
• How To Optimise Pages
• Link Building Ideas
• Why Use Social Media
• Measuring Success

7. SEO Myths
• “Killer SEO tactics” exist
• SEO companies can get you in #1 position over
night
• SEO companies can guarantee top positions
• SEO companies don’t have a contact /relative /
friend / mole who works in Google who can help
them!

8. Keyword Research Overview
• Methods Of Choosing Keywords
• Checking Estimated Traffic
• Competitor Analysis

9. Important!
• Your keywords should be based on products or
services that you actually provide
• Ranking for generic keywords for your industry
is likely to be difficult and may not result in
new business

10. Identifying Keywords
• Brain storm
• Ask Family & Friends
• Ask clients!

11. Competitor Keyword Analysis
Page Titles
Navigation Menus
Page Content
Meta Keywords In Page Source
<meta name="keywords" content="leather sofas, dining chairs, tables, living
room furniture">

12. The Google Keyword Tool
Google: Google Keyword Tool
https://adwords.google.co.uk/select/KeywordToolExternal
Tick “Exact Match Type”

13. The Long Tail Approach
• Think about product types
Keyword Local Monthly Searches
plus size halloween costumes for women 590
cheap halloween costumes for women 480
• Product Specific Keywords
Keyword Local Monthly Searches
dog halloween costumes 480
halloween costumes for couples 480
zombie halloween costumes 390
cat halloween costumes 320

14. Google Trends
• View Historic Search Peaks & Dips
• Plan An SEO Push

15. Competitor Analysis
Tool: www.Opensiteexplorer.org

16. Build A Quality Website!
• Google’s “Panda” updates look to demote low quality
websites from appearing in Search Results
• First update arrived in the UK March 2011, multiple
refinements have been made since

17. Build A Quality Website!
• Use Modern Coding Standards
• Fast Loading Times & Reliable
• Logical Structure & Easy To Navigate

18. Build A Quality Website!
• Create Quality Content
• Grammar & Spelling
• Avoid Too Many Ads & Have Content “Above The
Fold”

19. Build A Quality Website!
• Unique Content
• Write For Your Visitors, Not Search Engines
• Be Comprehensive, Not Unsubstantial
• Don't Be Afraid To Link Out To Sources
• Consolidate Existing Content

20. How To Optimise Your Website
• Page Titles & Descriptions
• Images
• Page Content
• Page urls

21. Optimising Page Titles &
Descriptions
•Page Titles: 65 Characters
•Page Descriptions: 160 Characters

22. Images

23. Page Content
• Structure Your Content
• Include your targeted keywords where
possible
• Bold text can help draw attention to words
• Keyword density is an outdated myth!

24. Content Structuring
Heading 1 Link To Other Pages
Heading 2
Heading 3
Heading 3

25. Unique Content Ideas
• Blog!
• Self Written Product Descriptions
• Opinion Pieces
• User Reviews

26. Page Urls
• Use words that users and search engines can
understand
Domain.co.uk/page-name
Domain.co.uk/product.php?cid=1&pid=5

27. Example Page

28. Link Building Overview
• Why Links Are Important
• A Link Profile
• Link Building Ideas

29. Link Building
• Why are links important?
• Links are votes
• You need websites to link to yours

30. A Link Profile
Need – brand & keywords, links to innerpages

31. A Link Profile
Need Links To Internal Pages

32. How To Build Links
• Opensiteexplorer.org – look at who is linking
to your competitors, contact them!
• Scale it up – see who is linking to the top
5,10,15 or 20 websites for your chosen
keywords

33. Creative Link Building
• Guest blogging
• Run a competition
• Donate products to be reviewed
• Donate To Charities / Sponsor Events

34. Build A Brand – Be Social!
• Be More Than A Solo Online Entity
• Dominate Search Results For Your Brand Name
• Share Your Content – Make It Easy For Others
To Do So To
• Interact With Customers – Reach Out!

35. Measure Your Success
• Benchmark Positions Of Keywords
• Use Google Analytics to track
- increased visitors
- increased page views
- website conversions (i.e sales, downloads)
.....and many more!

36. Q&A
Jonathan Walker
Head Of Online Marketing @ Spindogs
SEO Services &
SEO Training Available: Groups & 1-to-1 Sessions
• jwalker@spindogs.com
• twitter.com/spindogs
• www.spindogs.co.uk