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SEO & PPC training in Bath
The document outlines an agenda for an SEO training session. It includes introductions, discussions on the importance of links, site content and architecture, Google analytics, Google+, and paid search (PPC). It provides tips for each topic such as cultivating quality internal and external links from trusted sites, optimizing site content with search terms, and engaging on Google+ to boost search rankings. PPC recommendations include using target search terms in ad text and landing pages for higher click-through rates.
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SEO & PPC training in Bath
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- 3. #SEO @MrJonPayne TIMETABLE Start EndTopic 10:10 11:10 Intros. Me, you, Google BREAK 11:30 12:30 The (annoying) importance of links LUNCH 13:30 14:40 Site content and architecture, Geeky Stuff, Google+ BREAK 15:00 15:50 PPC FINISH WITH QUESTIONS
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- 5. #SEO @MrJonPayne HELLOOO! • NoisyLittle Monkey is a digital marketing agency • I’m Technically A Director • 1995 - 1st Email Campaign • 1998 – 1st Ecommerce Site • 1999 – Founded Web Design Agency • 2006 – Founded SEO Agency NOISY LITTLE MONKEY
- 6. #SEO @MrJonPayne YOU? 2 minutesmax Name – Job – Company “Today, I’d like to go away with…”
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- 8. #SEO @MrJonPayne ZERO SUMGAME Money isn’t limitless. You need to stop your potential customer spending it on something else.
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- 10. #SEO @MrJonPayne DIGITAL MARKETING… visitoracquisition visitor behaviour visitor outcome
- 11. #SEO @MrJonPayne N00B? • Signup for Google Analytics • Install Google Analytics on EVERY PAGE OF your website • Set up Goals http://www.google.com/analytics/
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- 14. #SEO @MrJonPayne NO 1ON GOOGLE ISN’T THE GOAL Google in 2001 isn’t the same as now
- 15. #SEO @MrJonPayneThe singularity!Almost. Things not strings.
- 16. #SEO @MrJonPayneWhere’s yournumber one? NOT EVEN ANY ADS!
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- 18. #SEO @MrJonPayne TIMETABLE Start EndTopic 10:10 11:10 Intros. Me, you, Google BREAK 11:30 12:30 The (annoying) importance of links LUNCH 13:30 14:40 Site content and architecture, Geeky Stuff, Google+ BREAK 15:00 15:50 PPC FINISH WITH QUESTIONS
- 19. #SEO @MrJonPayne THE (ANNOYING) IMPORTANCEOF LINKS They’re how spiders crawl the web
- 20. Bristol City Council@MrJonPayneLinks?
- 21. Bristol City Council@MrJonPayneInternal Links!
- 22. Bristol City Council@MrJonPayneExternal Links
- 23. #SEO @MrJonPayne INTERNAL LINKS Whenpage a links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
- 24. #SEO @MrJonPayne EXTERNAL LINKS You’resaying to your visitors (and Google), “Hey, you can trust this other site, because I do” www.yoursite.com/page-a www.anothersite.com/page-b
- 25. #SEO @MrJonPayne INBOUND LINKS Moreinbound links is good then, right? www.yoursite.com/page-a www.anothersite.com/page-b
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- 28. #SEO @MrJonPayne INBOUND LINKS GOOD– ONLY AS LONG AS THE OTHER SITE IS TRUSTWORTHY www.yoursite.com/page-a www.anothersite.com/page-b
- 29. #SEO @MrJonPayne RECIPROCAL LINKS Belovedof ‘SEO’ companies, but think of the Knowledge Graph Unless there is a demonstrable ‘real world’ partnership it’s risky www.yoursite.com/page-a www.anothersite.com/page-b
- 30. #SEO @MrJonPayne LINKS PASSAUTHORITY Cultivate links from trusted websites, they pass more authority Your site BBC lots of links to it, so it has lots of authority Local Chamber of Commerce Few people link to it, but those that do are trustworthy Link Farm Loads of links to it, but mainly reciprocal and quite a few questionable links
- 31. #SEO @MrJonPayne LINKS PASSAUTHORITY A diverse, relevant and growing set of linking websites is best Your site BBC Local blog Business partner Local press Trade magazine Local Chamber of Commerce
- 32. #SEO @MrJonPayne DON’T WASTEHOMEPAGE LINKS Don’t waste that strength on privacy policy, terms and conditions and your web designer www.yoursite.com/index www.yoursite.com/stuff-the-customer-buys
- 33. #SEO @MrJonPayne CULTIVATE INBOUNDLINKS TO IMPORTANT PAGES Your homepage will always rank well, so give deeper, important pages some love www.yoursite.com/stuff-the-customer-buys www.anothersite.com/page-b
- 34. #SEO @MrJonPayne KEEP ITNATURAL http://magesticseo.com #WTF?? Is this reflected on news sites, social media, search volumes?
- 35. #SEO @MrJonPayne HOW DOI GET MORE LINKS TO MY SITE? You tell me.
- 36. #SEO @MrJonPayneNEVER BUYLINKS! If someone tells you they’re a master od the dark arts of SEO, they’re not.
- 37. WHO LINKS TO YOUR COMPETITORS? #SEO@MrJonPaynehttps://moz.com/researchtools/ose/ Apply some common sense to these results and think – why should these sites link to mine?
- 38. #SEO @MrJonPayne GET INVOLVED= GET LINKS • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Social media • PR / Press Releases • Comment on industry blogs • Demonstrate partnerships IRL* • Why not start your own blog? Ignore social bookmarking if you’re not already using it
- 39. #SEO @MrJonPayne GET INVOLVED= GET LINKS • Discussion forums (be a really useful engine) • Research (white papers, or mine your data) • Social bookmarking (reddit, stumbleupon, etc) • Social media • PR / Press Releases • Comment on industry blogs • Demonstrate partnerships IRL • Why not start your own blog? Query Deserves Freshness!
- 40. #SEO @MrJonPayne TIMETABLE Start EndTopic 10:10 11:10 Intros. Me, you, Google BREAK 11:30 12:30 The (annoying) importance of links LUNCH 13:30 14:40 Site content and architecture, Geeky Stuff, Google+ BREAK 15:00 15:50 PPC FINISH WITH QUESTIONS
- 41. #SEO @MrJonPayne YOUR SITE CONTENT Aswith links, quality and relevance are key
- 42. #SEO @MrJonPayne LET’S LOOKAT A SEARCH
- 43. KNOWLEDGE GRAPH Millward Brown2014 PEOPLE USE PHONES
- 44. DOMAIN LEVEL INDICATORS #SEO @MrJonPayneDoes thedomain match the search?
- 45. SEARCH TERMS IN FILE PATH #SEO@MrJonPayneHow closely does the URL match the query?
- 46. SEARCH TERMS IN PAGE TITLE #SEO@MrJonPayneGoogle will truncate long page titles, so test here: http://www.seomofo.com/snippet-optimizer.html Not for prudes.
- 47. SEARCH TERMS IN PAGE TITLE #SEO@MrJonPayneLooks a bit repetitive, but it’s OK.
- 48. SEARCH TERMS IN ALT TEXT #SEO@MrJonPayne2-4 words, actually describe the image… this is for blind people. Ideally use an image which works for SEO & illustration
- 49. SEARCH TERMS IN HEADLINE 1, H2,H3… #SEO @MrJonPayneDON’T have this as ‘welcome to…’ or even worse an image!
- 50. SEARCH TERMS & SYNONYMS IN BODY COPY #SEO@MrJonPayneWrite about what you know and this will happen naturally
- 51. META STUFF #SEO @MrJonPayneMeta Description– doesn’t help rank, but should attract the click Ignore meta keywords…your web dev is an idiot.
- 52. #SEO @MrJonPayne SO –YOUR PAGE HAS ALL THE SEOs
- 53. I ARE SADCUZ I DON’T NO HOW PEOPLES
- 54. Compare volumes… ignore the numbers GOOGLE TRENDS! #SEO@MrJonPaynehttp://www.google.com/trends/
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- 56. AIM LOW #SEO @MrJonPayneSearchDemand Curve courtesy of Moz.com
- 57. I AM THEMASTER NOW
- 58. #SEO @MrJonPayne WEBMASTER TOOLS •GOOGLE & BING WANT TO HELP YOU. SIGN UP! • Sign up in YOUR name (not your web developer’s) • Follow the instructions to verify your site • On some CMS you can verify yourself • If not, send the files to your developer • Submit Sitemap.xml to both (http://www.xml-sitemaps.com/) • Learn some cool stuff! www.google.com/webmasters/ & www.bing.com/toolbox/webmaster
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- 60. #SEO @MrJonPayne SMASHING ITON THE GOOGLE+ 100,000 + views from Google / Google maps
- 61. #SEO @MrJonPayne SMASHING ITON THE GOOGLE+
- 62. #SEO @MrJonPayne SMASHING ITON THE GOOGLE+ It’s tough to do, but get it right and you should reap search rankings too Example posts…
- 63. #SEO @MrJonPayne • Verifylocation(s) – postcard method • Verify website – rel publisher code • If you’re posting anywhere else recycle for Google+ • GET REVIEWS! GOOGLE+ TIPS © Aaron Stidwell
- 64. #SEO @MrJonPayne TIMETABLE Start EndTopic 10:10 11:10 Intros. Me, you, Google BREAK 11:30 12:30 The (annoying) importance of links LUNCH 13:30 14:40 Site content and architecture, Geeky Stuff, Google+ BREAK 15:00 15:50 PPC FINISH WITH QUESTIONS
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- 66. WITH PPC PARTICULARLY #SEO@MrJonPayneSearch Demand Curve courtesy of Moz.com
- 67. WITH PPC PARTICULARLY #SEO@MrJonPayneSearch Demand Curve courtesy of Moz.com
- 68. WITH PPC PARTICULARLY #SEO@MrJonPayneInclude the words on which you’re bidding in the Ad Headline
- 69. WITH PPC PARTICULARLY #SEO@MrJonPayneInclude the words on which you’re bidding in the display URL
- 70. WITH PPC PARTICULARLY #SEO@MrJonPayneInclude the words on which you’re bidding in the first line of the ad
- 71. #SEO @MrJonPayneInclude thewords on which you’re bidding in the architecture of your page
- 72. #SEO @MrJonPayneHave one,really flipping clear call to action.
- 73. RTFM #SEO @MrJonPayneRESEARCH. Thisis a costly business!
- 74. KNOWLEDGE IS ROIPOWER #SEO @MrJonPayneDon’t let Google set up your campaign. It’s like giving your cocaine dealer your credit card and saying – give me what you think is best
- 75. KNOWLEDGE IS ROIPOWER #SEO @MrJonPayneSearch only. Nobody will click your crappy text ads on the Display Network
- 76. KNOWLEDGE IS ROIPOWER #SEO @MrJonPayneGoogle only please – and none of this ‘Display ads when you feel like it nonsense’ NO!
- 77. KNOWLEDGE IS ROIPOWER #SEO @MrJonPayneTarget by locations (it’s the next thing in the set up) NO!
- 78. KNOWLEDGE IS ROIPOWER #SEO @MrJonPayneGoogle will have suggestions too but be wary. Choose the words right for this ad, your clients the landing page. Set up multiple ads! NO! Go back to your SEO research
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- 82. #SEO @MrJonPayne FACEBOOK ADS •Less visits to website (a bit like display) • Good for building Facebook page likes • Regionally target • Demographically target • Boosted posts with images can’t have more than 25% text in the image • CHEAP!!
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- 84. #SEO @MrJonPayneHashtag, promotedtweet, promoted account
- 85. #SEO @MrJonPayne TWITTER ADS •Less visits to website (a bit like display) • Good for building follower numbers and RTs • Regionally target • Demographically target • Target the followers of your competitors accounts
- 86. #SEO @MrJonPayne TWITTER ADS •Target the followers of your competitors accounts Mwahahaha!
- 87. #SEO @MrJonPayne DISPLAY /BANNER ADS
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