5. ● 1 billion+ questions answered a day
● 181 countries and 146 languages
● 15% of the searches are brand new
● 300 million users – 91% of connected users
● 1 million+ spam pages created each hour
Stats
7. How are Google results served up?
● 200+ unique signals
● partly link-based (PageRank)
● known markers of value - high quality,
original content
● ability to understand your content
● lower rank for keyword stuffing, link
schemes, deliberate duplicate content
8. What are search engines trying to do?
● offer a free, quality search experience to
attract a loyal audience
● adapt to those who game the system
● NEW: provide content not just links
13. What are we trying to do?
Get to #1 on Google!
but
"For every search query performed on Google,
there are thousands, if not millions of web
pages with helpful information." – Google.
14. What is SEO?
...the process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search results.
[Wikipedia]
20. SEO helps us improve our rankings
● By helping Google read, understand and
index our content.
● By creating high value content that our target
readers want to find, read and link to.
26. Headlines that don't work...
Exercise:
Spot the potential problem with each headline.
27. Headline help
● research and include main keywords
● keep it short or be cut-off (40-60 characters)
● puns don’t work – clarity over cleverness
● 'viral' heads do work – with certain brands
● beat the competition – must-click factor
● don't rely on images for context
28. Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
30. Intros help
● offer a compelling reason to read on but...
● don't spin or over-promise
● include synonyms
● intro often forms metadescription
● be concise (cut-off around 250 characters)
31. Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in alt text
34. Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in alt text
4. Videos need descriptions and keywords
35. YouTube
...is a search
engine, too.
● Optimise your
heads/intros
● Help Google
index content:
tags, link to
transcripts,
categories,
etc
36. Everything I know about SEO...
1. Headlines are really important
2. Intros should be must-clicks
3. Images need to be described in alt text
4. Videos need text support
5. Do SEO research before commissioning
37. Everyone is a publisher
"For every search query performed on Google,
there are thousands, if not millions of web pages
with helpful information." – Google.
● Web has levelled the field.
● You are competing like washing powders.
● How will you stand out?
39. Ultimate SEO tip: Research angle 1st
Part of SEO is making the right content choices
at the editorial meeting or when briefing a
subject matter expert or writer.
● What does your target reader want to know?
● What does your brand want to tell them?
● Why would anyone want to read/view this?
40. Three tools to help you
● Google Trends
● Google Autocomplete / search results
● Google Keyword tool
41. Resource list
● Google SEO Starter Guide – 32 pages of best practice
● Moz (SEOmoz) guide - Beginners Guide to SEO
● SEO for food bloggers – slideshow
● Content Marketing Institute blog
● How I teach myself new digital content skills using cake!
– personal development/training
● Bookmarks – SEO and content marketing
● RSS feeds – find good sites and subscribe to them