SEO Masterclass 2016

SEO Masterclass 2016
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Getting to
the top of
Google
(and Bing & Yahoo
etc)
All you need to know about Search Engine Optimisation

Search Engine Optimisation
Agenda
• Housekeeping
• Introduction
• Search Engine Optimisation
• Break
• Search Engine Optimisation
• Close

So Andy –
Are you going to tell us
how to get to
NUMBER 1
in Google?

Web Marketing is a Marathon
There are very few quick wins

Are you measuring?

Google Analytics

www.google.com/webmasters

Delivering
Traffic
to your
site
All you need to know about Search Engine Optimisation

Google 72%
Ask 4%

Things you do to get a good result when
people are searching.
SEO =

On Site
Optimisation

Off Site
Optimisation

The Challenge

Google Ads
Organic Results
Google Local

80% of web users use Search Engines
90% use Google - in UK
50% of users go beyond page 1
10% of users venture past page 2

SEO is Rocket Science

This IS rocket science
Rosetta
Philae
comet 67P/Churyumov–Gerasimenko,

SEO is NOT Rocket Science

What’s the big secret?
There isn’t one!

Do the right things right
and
get the right results

How do Search Engines Work?
• Search Engines use Robots to Spider sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
Hummingbird
Penguin
Payday
Pirate

● Google Hummingbird
● Google Mobile friendly
● Google Panda
● Google Penguin
● Google Pigeon
● Google Payday
● Google Pirate
● Google EMD
● Google Top Heavy
● Google AMP
Understanding the actual context of the search
Prioritising mobile friendly sites on mobile devices
Removing sites with poor quality content
Removing sites with poor, spammy and bought backlinks
Improved accuracy and better local search results
Removing spammy results, such as Payday Loans & Adult
Removing sites with copyright infringement
Removing Exact Match Domains with poor content
Removing sites that were top heavy with Ads vs Content
Accelerated Mobile Pages
Updates

So Andy –
Are you going to tell us how to get to
in Google?

Still the most important
content on your web site

Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone

Choosing Keywords
• Search using your keywords, see what appears
& research the results
• Use the Search Console
• Use the free Google keyword tool
http://goo.gl/ah50
• Use the free SEO Toolset
www.seotoolset.com/tools/free-tools/

Home
Page
Searches Page 1 Searches
Keywords Keyword 1 25,000 Keyword 1 14,000
Keyword 2 19,756 Keyword 2 12,000
Keyword Spreadsheet

Where do they go?

HTML Title
• About 60 characters - no fewer than 30
• 3 or 4 keywords
• Make each Page Title unique & relevant to the page
it features on
HTML Title aka Meta Title

– Limit to around 160 characters - no fewer than 100
– Use on every page
– Customise for each page
Meta Description Tag – aka Snippet

Page Content

Alternative Attribute – aka Alt Tag
– Every Image needs one
– Build Keyword Count
– Comply with Equalities Act - Accessibility

HTML page name
Where to place Keywords
Name files with keywords

Image/File Name
SEO-guy.jpg

• Use keywords for Text Links [Anchor Text]

A “Virtual” Highlighter for the Search Engines
Header Tags <H1> </H1>
<H1> SEARCH ENGINE OPTIMISATION – AKA SEO </H1>

Where the Keywords go – A Summary
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
• ALT Attributes
• Header Tags
• Navigation Link Anchor Text
• URLs

Off Site
Optimisation

What Else Counts?
Backlinks

Backlinks
Your Site - Google Search Console

Backlinks
www.seotoolset.com/tools/free-tools
“Spy” on the competition

Backlinks

Backlinks - Directories

What Else Counts?
Mobile
• Is it Responsive?
• Is there an m.domain.co.uk version
• Have you done nothing?

What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• Where is the site hosted?
• How fast do the pages open?

What Else Counts?
Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?

Remember
Your web site is for your
CLIENTS
not the search engines

www.google.co.uk/mybusiness

1/ Audience
Who are you trying to reach
● Gender
● Age
● Interests
● Where are they in their decision making process
● What information are they looking for
○ Price
○ Availability
○ Geography/Location
○ Hints and Tips
○ Booking/Buying online
○ Having a meeting

2/ Niche
Better to be specific rather than generic
● Less competition
● More specific to the person looking for help
● What sets you apart from your competition?
● What gives you your edge?

3/ Keywords
● Ideally those with high search volume & low competition
● Must have high relevance to target audience
○ Pants or trousers
○ Color or Colour
○ Sneakers or trainers

4/ Traffic
● Use Analytics to understand traffic sources
● Use Analytics to understand visitor quality
● Use Analytics to understand visitor actions
● Use Search Console to understand search results

5/ Conversions
● Use Analytics to understand conversions
○ 5,000 visits and no results = unhappy site owner
○ 50 visits and 10 conversions = happy site owner
● Use Conversion rate to help plan/support future activity

So Andy –
Are you going to tell us how to get to
in Google?

What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmaster
Google Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements
where possible

• Blogging
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
• Instagram
• Pinterest
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps

Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 23 80 20
07966 54 71 46

SEO Masterclass 2016

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