Slides from Paul Gardener's talk on SEO for beginners/

1. SEO
 Defining SEO
 How it’s possible to
influence Google rankings
ESSENTIALLY...

2. What is SEO?
SEO = Search Engine Optimisation
Search Engine Optimisation is the process of improving
the volume or quality of traffic to a website from
search engines.

3. Why is SEO important?
•Search engines bring in
visitors
More visitors = more
customers
More customers = more
£££s

4. Search Position and Click Through
Rate
1 42.30%
2 11.92%
3 8.44%
4 6.03%
5 4.86%
6 3.99%
7 3.37%
8 2.98%
9 2.83%
10 2.97%

5. General things ‘onsite’ that
influence search results
2. Internal links
3. Written content on the sites
4. Other factors like domain age and filenames
1. Meta data

6. General things ‘offsite’ that
influence search results
2. Blogging
1. External Links (up to 70% importance)

7. Meta Data
The meta title provides a search
engine with an idea of what the page
is about. It’s important to research
keywords and place them here. No
more than 68 characters! The meta
title is underlined in the search
engine results pages.
The meta description ‘describes’ the
page. Keywords can be put in here,
but it’s not as important as the meta
title. The meta description appears
under the title in the SERPS. The meta
description is a good place for a call
to action phrase.

8. Targeted search phrases model
Number of
times a
phrase is
used
No. of
different
searches
Generic phrase
Qualified phrase
Long-tail search phrase
Longer tail search
phrases
“agency”
“marketing agency”
“Marketing agency in Manchester”
“Top marketing agency in Manchester”

9. Links
INTERNAL EXTERNAL
Links that point to another
page within the same
website*
Links that point to a page on a
different website entirely

10. Links
Inbound links signal site importance so the more links the better,
similar to a ‘vote of confidence’
HOWEVER
If we consider links like friends then we value some friends'
opinions more than others
One valued opinion (link) is worth more than many insignificant
opinions (links)
SO

11. Links
If you ever get the opportunity to get an
inbound link to Delineo, run it past us in digital,
but generally this is a good thing
HOWEVER
Links MUST be relevant

12. Written content on the sites
Google examines ALL content on a website
in order to determine what the site is about.
This works in tandem with the meta data
to give the website the best chance of
ranking for targeted keywords

13. SEO Do's and Don'ts
DO – Include key phrases within text
DON'T – Spam text with key phrases
DO – Include different variations of key phrases
within text and synonyms of core words
DON'T – Include phrases where they are not
relevant

14. Good Vs Bad Optimised Text
Delineo marketing agency is one of the top marketing
agencies in Manchester, and offers marketing services for
companies seeking Manchester marketing.
Delineo is one of the top marketing agencies in
Manchester, delivering passionate and friendly marketing
solutions in the North West.
GOOD
BAD, SPAMMY JUNK!

15. Summary of ‘on-page’ Influencing
Factors
If you influence anything that appears on a
website, you can influence Google rank
Meta title
File name
Alt tag optimisation
Links text
Headings (H1/2 tags)
Content
Keyword-rich links in content

16. Additional things to remember
Google ignores punctuation in text
e.g. ...in Manchester. Marketing agencies are
often...
Google does not only see phrases
e.g. ...in Manchester. Some agencies will...
Additional information is important for search
e.g. advertising, digital, branding and other
related terms