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SEO - What is it?
The document provides a comprehensive overview of SEO, outlining its importance in enhancing website visibility through organic search results. It discusses key components of SEO, such as technical elements, content creation, and link building, while also emphasizing the evolving nature of search engine algorithms and user behavior. Additionally, it highlights the significance of inbound marketing and how businesses should adapt their strategies to meet modern digital consumer expectations.
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SEO - What is it?
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- 2. Follow along at: @WojKwasi#BigDigitalADL
- 3. Overview • What isSEO? • Facts about SEO & Google • SEO Components • Today’s SEO Principles • Inbound Marketing • The State of Search • Writing for Search Engines
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- 5. Search Engine Optimisation •SEO is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. • SEO considers: • how search engines work • what people search for • the actual terms or keywords typed in • which search engines are preferred by their targeted audience
- 6. 24.8M Population 85% InternetPenetration 30% Online Purchasers 77% Smartphone Penetration > 8% Users purchasing weekly on mobile > 41% Android 57% iOS DataBank (The World Bank, 2015), StatCounter Global Stats (Statscounter, 2017), Consumerbarometer (TNS Infratest Germany, 2015) Australia Online Audience
- 7. 81% of shoppers conductonline research before buying (http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases) Online Shopper Behaviour
- 8. 60% of consumers starttheir research on a search engine before heading to a specific website (Source: www.retailingtoday.com) Online Consumer Research
- 9. More than 50%of all Google searches now happen on Mobile (searchengineland.com, October 2015) https://searchenginewatch.com/sew/news/2200730/organic-vs-paid-search-results-organic-wins-94-of-time Mobile Devices
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- 12. Movie Carousel Knowledge Graph Organic Results SERPs– Google is changing the game
- 13. Movie List Showtimes Knowledge Graphwith Trailer Organic Results
- 15. Organic Search Results •Most trusted by consumers • Free per click • Rankings can last for a long time • Depending on keywords, traffic can be huge • Over 1 billion searches in Australia
- 16. BUT to achieverankings… • Can often be slow • It does require work • No guarantee • Impossible to rank #1 for every relevant keyword • It’s a contest – only 10 spots available*
- 17. They have aBIGindex http://www.google.com.au/insidesearch/howsearchworks/thestory/
- 18. They rank resultsbased on 200+ factors http://www.google.com.au/insidesearch/howsearchworks/thestory/
- 19. Google changes itsalgo 500+ times a year! http://www.google.com.au/insidesearch/howsearchworks/thestory/
- 20. Search Engine MarketShare (AU) • Google dominates in Australia at 93.9% • Next closest is Bing at 4.68% http://gs.statcounter.com/search-engine-market-share/all/australia/#monthly-201704-201804
- 21. Search Engine MarketShare (Global) • Google dominates Worldwide at 90.58% • Next closest is Bing at 3.29% http://gs.statcounter.com/search-engine-market-share#monthly-201704-201804
- 22. Other Search EngineBreakdowns
- 23. Search engines arerobots… NOT people • Create websites for both people & robots • Robots crawl; people search, browse and surf
- 25. SEO Pyramid • Startwith a strong base & build upwards • Technical - Bottom 2 layers • Content - Bottom 2 layers • Links – 3rd layers • Social – Top Layer http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyramid
- 26. Technical • Coding &information architecture • Make it findable
- 27. Content (On-Page) • Increasetext content on website • Use relevant keywords • Present a consistent page theme • Create compelling, awesome, shareable material!
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- 29. Links (Off-Page) • Inboundlinks from external websites • Get votes for your site • Pass link juice • Social Media
- 30. Local SEO • GoogleMy Business • Website & landing pages • NAP (Name, Address & Phone) • Citations • Reviews
- 32. Today's Basic SEOPrinciples • Identify your personas • Create great content aimed at the personas • Great content earns links • Ranking is a just a by-product
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- 36. Today’s Approach • Butdon’t rely solely on SEO • Index search is no longer the dominant method used
- 37. Other Search Combinedare Greater than Index Search These channels need to be part of your digital strategy
- 39. Inbound marketing is: Aholistic, data-driven strategy that involves attracting & converting visitors into customers through personalised, relevant information & content – not interruptive messages – & following then through the sales experience with ongoing engagement - “2013 State of Inbound Marketing Report” - Hubspot
- 40. The Online CustomerJourney
- 41. The Online CustomerJourney
- 42. The Online CustomerJourney
- 43. The Online CustomerJourney
- 44. The Online CustomerJourney
- 45. The Online CustomerJourney
- 46. Understanding User Journeys AWARENESSCONSIDERATION DECISION
- 47. Do they havean issue they need addressed? ISSUE AWARENESS CONSIDERATION DECISION
- 48. Have they clearlydefined the issue and given a name to their need? ISSUE FIX AWARENESS CONSIDERATION DECISION
- 49. Have they decidedon the fix and are ready to make a deal? ISSUE FIX DEAL AWARENESS CONSIDERATION DECISION
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- 51. Inbound vs InterruptionMarketing
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- 54. Google Mission Statement1998 Google's mission is to organise the world's information, making it universally accessible & useful.
- 55. Google Mission Statement2018 Google's mission is to organise the world's information and make it universally accessible & useful.
- 56. What's Changed 1998to Now?
- 57. 60 Trillion IndividualPages We're talking trillions of pages http://moz.com/ugc/how-to-do-seo-in-2013
- 58. Quick Delivery All thishappens in 1/8th of a second.
- 59. Quality & Relevance Thereare over 200 ranking factors.
- 60. War Against Spam •Majority of spam removal is automatic. • Manual action is also taken.
- 61. Personalisation: Search PlusYour World • Personal Results • Profiles in Search • People and Pages Source: http://googleblog.blogspot.com.au/2012/01/search-plus-your-world.html
- 62. SSL Search AroundThe Globe • Added SSL encryption to increase privacy & security • The change encrypts your search queries & SERPs • Keywords show as (not provided) in Google Analytics Source: http://insidesearch.blogspot.com.au/2012/03/bringing-more-secure-search-around.html
- 63. Panda Updates • Linkevaluation • High-quality sites • Freshness improvements • Looks for “thin content” Source: http://insidesearch.blogspot.com/2012/02/search-quality-highlights-40-changes.html
- 64. Penguin Update • Dubbedthe “over-optimisation” penalty • Adjusted a number of spam factors including: keyword stuffing & link schemes • Impacted approx. 3.1% of English queries • Looks for “quality” content
- 65. Knowledge Graph • Newintuitive search feature • Connects entities together • New panel on right side e.g. search for "kings“ • will ask what you meant > sports team or royalty Watch the video from Google:https://www.youtube.com/watch?v=mmQl6VGvX-c
- 66. Sophistication • Large scalealgorithm change • Improved question engine with sentiment & conversational analysis
- 67. Pigeon Update • Moreuseful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals • Changes visible within Google Maps and web search results • Improves their distance and location ranking parameters
- 68. HTTPS/SSL Update (2014) •After months of speculation, Google announced that they would be giving preference to secure sites • Sites with encryption (HTTPs) got a "lightweight" rankings boost
- 69. Authorship Removed (2014) •Google completely removed authorship markup • Previously, articles written by reputable authors were occupying the top of search results
- 70. Mobilegeddon (2015) • Googlepre-announced: mobile-friendly sites will outrank mobile unfriendly sites affecting only mobile search queries • However impact of this update was, in the short-term, much smaller than expected
- 71. Rankbrain (2015) • Machinelearning (AI) became part of the core algorithm • RankBrain is now part of Google’s overall search algorithm • Rankbrain is now the third most important signal
- 72. Mobil-First Index (2018) •Mobile-indexing is rolling out more broadly. • Being indexed this way has no ranking advantage and operates independently from our mobile-friendly assessment. • Having mobile-friendly content is still helpful for those looking at ways to perform better in mobile search results. • Having fast-loading content is still helpful for those looking at ways to perform better for mobile and desktop users.
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- 79. We studied 2,000SERPs http://kwasi.co/serp2017
- 81. Content for SearchEngines • Quality counts - write for humans, not search engines • Keep it Simple - stick to the basics of online writing • Keep it short - Break up text using headers, sub headers, bulleted lists, and other text breaking devices. Make your point up front. • Make it plain-language - Don't use jargon. Use words that people actually search for. Minimise flowery, superfluous words & industry catch-phrases. • Make your point up front. • Be yourself - Informative. Conversational, if possible. Lose corporate speak. • Make it flow - Small sentences and paragraphs with common words make writing flow easily.
- 82. * Pssst... Writethese down
- 83. 1. Write forPower Skimmers • Cater for those who scan pages • Use good language, images, layout & colour
- 84. 1. Write forPower Skimmers • Think of motorcycle riders speeding past billboards. What will they remember?
- 85. 1. Write forPower Skimmers • Unless you are Wikipedia, don’t look like Wikipedia
- 86. 2. Headlines –Avoid being Punny • Avoid double entendres & “play on words” • Works in print but not online • Readers won’t understand the headline & won’t click through
- 87. 2. Headlines –Avoid being Punny • Works in print but not online • Search-friendly alternative: “Bondi residents oppose new electrical sub-station”
- 88. 2. Headlines –Avoid being Punny • Works in print but not online • Search-friendly alternative: “Councilors powerless to stop Bogey Hole spear fishing”
- 89. 3. Why HeadlineFormulas Work • Headlines organise your content by making a promise to the reader
- 90. 4. Get 20%More with Numbers • Numbers grab our attention • You can also Tweet the stats to entice readers
- 91. 5. Free andEasy Power Words • “Power” words are extremely effective e.g. quick, easy, guarantee & free. • “Halfway" words kill your writing e.g. try, maybe, might, possibly & perhaps. • Don’t over use, just be aware
- 92. 6. A Pictureis Worth 1000 Clicks • Visuals are essential • Photographs • Artwork • Charts and Graphs • Slide decks • Video • Infographics
- 93. 7. Use Sub-Headlines •Imagine the front page of a newspaper with just one headline. • > 250-400 words: you must use sub-headlines
- 94. 8. When inDoubt, List it Out • Use lists to create structure • Build your content from the ground up
- 95. 9. Quotes • Setyour ideas apart • Add integrity
- 96. 10. The Boldand the Italic • Bold - emphasise important points • Italics - same job but sounds more European
- 97. 11. Be Honest •Writing from the heart is always the best copywriting technique.
- 98. Get the SEOStarter Guide 1. Help Google find your content 2. Tell Google which pages to ignore (which shouldn't be crawled) – robots.txt 3. Help Google (and users) understand your content 4. Manage your appearance in Google Search results – meta data 5. Organise your site hierarchy 6. Optimise your content 7. Optimise your images 8. Make your site secure 9. Make your site mobile-friendly 10. Promote your website 11. Analyse your search performance and user behaviour https://support.google.com/webmasters/answer/7451184
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