More Related Content
Similar to Dave Naylor - Three Pillars of SEO - A4ULondon2010.pptx
Similar to Dave Naylor - Three Pillars of SEO - A4ULondon2010.pptx (20)
Recently uploaded
Recently uploaded (20)
Dave Naylor - Three Pillars of SEO - A4ULondon2010.pptx
- 1. The Three Pillars of SEO An Advanced Review by Dave Naylor The Three Pillars of SEO
- 2. About Me The Three Pillars of SEO Owner of Bronco Ltd with Becky Leading search marketing & web development agency Service local, national & international clients Regular speaker at major search conferences
- 3. Overview: The 3 Pillars The Three Pillars of SEO We’ll be looking at how to do great SEO! Technical On page Off page
- 4. Technical SEO The Three Pillars of SEO
- 5. Keep tools handy... Constant vigilance from within the browser: • Http Fox • Screengrab • ShowIP • Search Status Sites always need improvement
- 6. Site Speed Webpagetest.org Speed not a massive ranking factor yet... ...but don’t give Google excuses to drop you down Faster speed will improve crawl rate
- 7. Webmaster Tools Free service from Google Insight into what Google sees Identify problems Set preferences (Geo targeting, URLs sitelinks...)
- 8. Microsoft IIS Site quality audit Highlights many common SEO issues Use as a benchmark – looking to eliminate errors (#fail!)
- 9. Development pitfalls to avoid... Restrict access to development servers... Robots.txt, IP addresses, passwords DO NOT carry them over to the live server Check https version of the site Very easy to duplicate whole swathes of your site and penalise yourself
- 10. Test HTTP responses Don’t redirect error pages to pages with a 200 response Test errors – 404s and 301s. HTTP Fox Firefox plugin - many web-based services
- 11. Onsite SEO The Three Pillars of SEO
- 12. Site Structure The Three Pillars of SEO Keyword rich URLs – use CMS, scripting engine or .htaccess file to achieve Incorporate a site map & breadcrumb trail Use robots.txt correctly Use rel=canonical
- 13. Building a Site for SEO The Three Pillars of SEO Write clean code: semantic, tableless, CSS Ensure content is at top of source Employ good accessibility practice – Alt’s Descriptive, unique and keyword rich <TITLE> Good Meta Descriptions - Convert searchers to visitors
- 14. On Page Factors The Three Pillars of SEO <H1> to incorporate a target phrase <H2> <H3> should also be keyword rich Use <strong> and <em> tags if appropriate Include good unique content
- 15. On Page Linkage The Three Pillars of SEO Use keyword rich anchor text links within body copy to link to important pages Use alternative phrasing and keyword stemming for internal linking External links to be used sparingly – can be seen as a quality indicator
- 16. Planning a Site Structure The Three Pillars of SEO Information architecture to be led by SEO Navigation – no more than 3 levels deep Navigation labels – keyword rich Top level pages = top level keywords Deeper pages = long tail terms
- 17. Set Your Keyword Targets The Three Pillars of SEO Include high volume targets and long tail targets Check existing traffic for converting keywords and page 2 terms with volume Targets based on strength of competition, and time/money needed to be spent Be realistic!
- 18. Tracking the Site The Three Pillars of SEO Really important to track the visitors, referrers and movement of visitors Track rankings for target terms Know how your site is performing AWR
- 19. Plan for Freshness The Three Pillars of SEO Identify subjects suitable for news / blogs Identify sources of fresh content Set targets for new content – eg. One blog post a day Make targets realistic – or outsource
- 20. Offsite SEO The Three Pillars of SEO
- 21. Link Research The Three Pillars of SEO Majestic SEO – Loads of historical data $250 / month for API access Linkresearchtools.com tonnes of analysis - €100 per month Syntryx – think Hitwise for Links (very expensive!)
- 22. Competitor Analysis The Three Pillars of SEO Google TELL you what works – just read the SERPs...
- 23. Obtaining Backlinks The Three Pillars of SEO Still the single most important ranking factor Approach for each site will be different but follow the same rules Links should be the text you’re targeting as well as brand and domain links Use keyword stemming to vary the anchor text
- 24. Obtaining Backlinks The Three Pillars of SEO Avoid bad neighbourhoods and link brokers Go for easy wins initially – sites in your sector, suppliers, customers, trade directories, complimentary services, regulatory bodies, friends, relations, communities, sites staff contribute to
- 25. Content for Links The Three Pillars of SEO Use high quality content to obtain editorial links Create content people will want to link to Interact with your audience Obtain links from sites in your search space
- 26. Buying Links The Three Pillars of SEO Know the Risks! Things to Avoid...... Buying links from same source – mix & match Buying sitewides –in content is better Buying links on sites that advertise they sell links Buying links on poor quality sites
- 27. Ongoing SEO The Three Pillars of SEO Monitor, track, tweak Monitor, track, tweak **Review Keywords, OnPage, Competitors, Links Monitor, track, tweak Monitor, track, tweak **Review Keywords, OnPage, Competitors, Links Monitor, track, tweak Monitor, track, tweak **Review Keywords, OnPage, Competitors, Links
- 28. Any Questions? www.bronco.co.uk - @bronco www.davidnaylor.co.uk - @davenaylor Any Questions? Twitter: @davenaylor www.bronco.co.uk