SEO best practice for growing online businesses
•
1 like•371 views
Sean Burton, SEO Strategist at Impression, took to the stage to share his tips for businesses across the SEO journey. For those just starting out, basic tips and advice for SEO foundations provided essential first steps, while more advanced marketers will have been able to review their own foundations and start thinking about more complex ways to boost their search visibility.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to SEO best practice for growing online businesses
Similar to SEO best practice for growing online businesses (20)
More from Laura Hampton
More from Laura Hampton (20)
Recently uploaded
Recently uploaded (20)
SEO best practice for growing online businesses
- 1. SEO Best Practice For Growing Online Businesses https://www.impression.co.uk/
- 2. What to expect in this session: @impressiontalkhttps://www.impression.co.uk/
- 3. - 10 years in web and marketing - 8 years agency experience - Joined Impression in 2017 - Dad - Specific expertise in technical & strategy - Email - sean@impression.co.uk - Twitter - @seanpb hello@impression.co.uk Sean Burton SEO Strategist & Account Manager
- 4. How does a search engine work? hello@impression.co.uk
- 5. A simplified representation hello@impression.co.uk Crawl Indexation Search Query Search Result the algorithm
- 6. Finding your site on Google You can find any website on Google by using a variety of “search operators” hello@impression.co.uk
- 8. Using Search Console to promote indexation Google Search Console is an analytics platform purely dedicated to organic search. Though Googlebot is constantly crawling the web, we can use Search Console to promote the indexation of our sites: hello@impression.co.uk ● Submit “XML Sitemap” to Search Console Found at: Crawl > Sitemaps ● Use “Fetch as Google” Found at: Crawl > Fetch as Google ● Use “Change of address” Found at: Settings > Change of address
- 9. Finding indexation issues You can use the tools and approaches discussed to find indexation issues across a site. hello@impression.co.uk
- 10. Why do we place so much emphasis on Google? hello@impression.co.uk
- 12. Some facts... hello@impression.co.uk The amount of searches Google handles every year The amount of traffic search engines refer across the web The amount of traffic social media refers across the web
- 15. Getting seen by Google: Technical considerations hello@impression.co.uk
- 21. Getting Seen for the Right Things: Keyword research hello@impression.co.uk
- 22. Why do we conduct keyword research? Keyword research allows us to produce the products, services, and content that web searchers are seeking. The usefulness of keyword research cannot be overstated; while it can be a time-consuming task, it continues to be the backbone of any successful SEO campaign. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. hello@impression.co.uk
- 23. The importance of long tail keyword - Short and mid-tail keywords make up ~30% of searches - The remaining 70% of searches lie within the long-tail - Long-tail often converts better and has a much higher user intent hello@impression.co.uk
- 24. hello@impression.co.uk The keyword demand curve is reminiscent of a typical conversion funnel
- 27. Improving your ranking position: Well optimised web pages hello@impression.co.uk
- 28. hello@impression.co.uk - Keyword optimised - Semantically correct - Use hyphens; NOT underscores, spaces or other characters - Hierarchies preferable to suggest associated topics - Avoids excessive use of dynamic parameters* * except in the instance of faceted navigation in eCommerce URLs
- 29. - The blue link in SERPs - Each page needs to include a unique title tag - Keyword optimised with target keyword at the start of the tag - Summative of what’s on the page - Doesn’t exceed character/pixel allowance (50-60 characters, 600px) - Consider presentation on mobile Title Tag hello@impression.co.uk <head> <title>Bean Bags | GreatBeanBags™ - #1 Bean Bag Online Retailer</title> </head>
- 30. - The descriptive snippet in SERPs - All pages need to include a unique meta description - Keyword target considered - Summative of what’s on the page, with calls-to-action in place - Doesn’t exceed character allowance (320~ characters) Meta Description hello@impression.co.uk <head> <meta name="description" content="GreatBeanBags™ sell Europe's largest selection of bean bags online, all handmade in the UK from our very own bean bag factory. They're available in all sorts of shapes and sizes, from bean bag chairs to bean bag sofa beds, in whichever colour you desire. Buy today and receive free P&P with next-day delivery." /> </head>
- 31. - Using header tags ensures your page headings are properly acknowledged by search engines - Each page needs to incorporate a unique h1, i.e. the main heading - h2, h3, h4 etc. to be used if content requires it - Subsequent headings need to nested within one another to suggest a hierarchy Header tags hello@impression.co.uk <body> <h1>Main heading</h1> <h2>Subheading</h2> <h3>Deeper subheading</h3> </body>
- 32. - The actual content on each page - Written for the user primarily in mind - Sufficiently keyword optimised - Is unique to each page and avoids duplicate content - Sufficient word count/page - Utilises internal links where contextually relevant - Utilises multimedia, i.e. video, images etc. Body copy hello@impression.co.uk
- 33. - Promotes visibility within image carousels, featured snippets and Google’s Image search results - Image URL - Title Text - Alt Text Image SEO hello@impression.co.uk
- 34. - Contextual links - HTML sitemap - Headers/Footers - Breadcrumbs Internal links hello@impression.co.uk
- 36. Creating compelling experiences: Copywriting for SEO hello@impression.co.uk
- 37. hello@impression.co.uk Content and SEO Content and SEO go hand-in-hand. Your keyword research won't do much good unless you then use those keywords in your content. Creating content without knowing what your audience is looking for will leave you without any significant traffic. High quality content is what earns you backlinks, and it's also what search engines crawl when they arrive at your site.
- 38. hello@impression.co.uk Basic Principles Make pages primarily for users, not for search engines. Don't deceive your users. Avoid tricks intended to improve search engine rankings. Ask "Does this help my users? Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
- 39. hello@impression.co.uk Who are you writing for? Well-optimised copy need to appeal to two audiences: human users and the search engines that show it to them. With advances in AI, the line between what works for each audience is becoming increasingly blurred, but both require attention.
- 40. hello@impression.co.uk Logical content structure <h1>Heading 1 (headline)</h1> <h2>Heading 2</h2> <h3>Heading 3</h3> <p>paragraph</p>
- 41. ➔ Guides the reader smoothly from headline to body content ➔ Inspires trust ➔ Uses keywords ➔ Encourages sharing ➔ Speaks to the reader’s state of mind - accounts for their stage of awareness and connects with the conversation happening in their head. hello@impression.co.uk Features of a great headline
- 43. hello@impression.co.uk Topic optimisation With search engine algorithms becoming ever-more intelligent, pages can rank for multiple related keywords. In fact, going into detail on a particular topic is increasingly important to rank for anything.
- 46. Building website authority: Links and SEO hello@impression.co.uk
- 47. SEO is split into: On Page: Off Page:
- 48. Off Page:
- 51. What makes a good or bad link? hello@impression.co.uk
- 52. Good links are:
- 53. Good links are:
- 54. Site relevancy:
- 55. Anchor text:
- 56. Bad links are:
- 60. Thank you We’d love to discuss your requirements and show you how we can help. sean.burton@impression.co.uk @impressiontalkhttps://www.impression.co.uk/