SEO best practice for growing online businesses

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SEO Best Practice
For Growing Online Businesses
https://www.impression.co.uk/

What to expect in this session:
@impressiontalkhttps://www.impression.co.uk/

- 10 years in web and marketing
- 8 years agency experience
- Joined Impression in 2017
- Dad
- Specific expertise in tech...

How does a search engine work?
hello@impression.co.uk

A simplified representation
hello@impression.co.uk
Crawl Indexation
Search
Query
Search
Result
the algorithm

Finding your site on Google
You can find any website on Google by using a variety of
“search operators”
hello@impression.c...

@impressiontalkhttps://www.impression.co.uk/

Using Search Console
to promote indexation
Google Search Console is an analytics platform
purely dedicated to organic sear...

Finding indexation issues
You can use the tools and approaches discussed to find
indexation issues across a site.
hello@im...

Why do we place
so much emphasis
on Google?
hello@impression.co.uk

hello@impression.co.uk

Some facts...
hello@impression.co.uk
The amount of searches
Google handles every
year
The amount of traffic
search engines...

hello@impression.co.uk
UK Market Share
(Statista, 2017)

hello@impression.co.uk
Why SEO?

Getting seen by Google:
Technical considerations
hello@impression.co.uk

@impressiontalkhttps://www.impression.co.uk/

@impressiontalkhttps://www.impression.co.uk/

@impressiontalkhttps://www.impression.co.uk/

Takeaways
@impressiontalkhttps://www.impression.co.uk/

Getting Seen for the Right Things:
Keyword research
hello@impression.co.uk

Why do we conduct
keyword research?
Keyword research allows us to produce the
products, services, and content that web
sea...

The importance of
long tail keyword
- Short and mid-tail keywords make up
~30% of searches
- The remaining 70% of searches...

hello@impression.co.uk
The keyword demand curve is reminiscent of a
typical conversion funnel

hello@impression.co.uk

Takeaways
@impressiontalkhttps://www.impression.co.uk/

Improving your ranking position:
Well optimised web pages
hello@impression.co.uk

hello@impression.co.uk
- Keyword optimised
- Semantically correct
- Use hyphens; NOT underscores, spaces or other characte...

- The blue link in SERPs
- Each page needs to include a unique title tag
- Keyword optimised with target keyword at the st...

- The descriptive snippet in SERPs
- All pages need to include a unique meta description
- Keyword target considered
- Sum...

- Using header tags ensures your page headings are properly acknowledged by
search engines
- Each page needs to incorporat...

- The actual content on each page
- Written for the user primarily in mind
- Sufficiently keyword optimised
- Is unique to...

- Promotes visibility within image carousels, featured snippets and Google’s
Image search results
- Image URL
- Title Text...

- Contextual links
- HTML sitemap
- Headers/Footers
- Breadcrumbs
Internal links
hello@impression.co.uk

@impressiontalkhttps://www.impression.co.uk/

Creating compelling experiences:
Copywriting for SEO
hello@impression.co.uk

hello@impression.co.uk
Content and SEO
Content and SEO go hand-in-hand.
Your keyword research won't do much good unless yo...

hello@impression.co.uk
Basic Principles
Make pages primarily for users, not for search engines.
Don't deceive your users.
...

hello@impression.co.uk
Who are you writing for?
Well-optimised copy need to appeal to two audiences: human users and the s...

hello@impression.co.uk
Logical content structure
<h1>Heading 1 (headline)</h1>
<h2>Heading 2</h2>
<h3>Heading 3</h3>
<p>pa...

➔ Guides the reader smoothly from headline to
body content
➔ Inspires trust
➔ Uses keywords
➔ Encourages sharing
➔ Speaks ...

Over-optimisation
(Keyword stuffing)
hello@impression.co.uk

hello@impression.co.uk
Topic optimisation
With search engine algorithms becoming ever-more intelligent, pages can rank for...

@impressiontalkhttps://www.impression.co.uk/

@impressiontalkhttps://www.impression.co.uk/dm-may/

Building website authority:
Links and SEO
hello@impression.co.uk

SEO is split into:
On Page:
Off Page:

Off Page:

What makes a good or bad
link?
hello@impression.co.uk

Good links are:

Good links are:

Site relevancy:

Anchor text:

Bad links are:

What we’ve covered:
@impressiontalkhttps://www.impression.co.uk/

Key actions:
@impressiontalkhttps://www.impression.co.uk/

Thank you
We’d love to discuss your requirements
and show you how we can help.
sean.burton@impression.co.uk
@impressiontal...

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