Search Engine Optimisation for Southern Entrepreneurs Winchester
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The document discusses search engine optimization (SEO) and how to improve search engine rankings. It covers topics like Google's mission and search algorithm, the importance of fresh and tailored content across different channels, monitoring how a website is indexed by Google, and measuring the effectiveness of SEO efforts at connecting with customers and generating more leads.
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Search Engine Optimisation for Southern Entrepreneurs Winchester
- 1. search engine optimisation Understanding the Fundamentals
- 2. Just to introduce myself
- 3. Our Niche Google AdWords SEO TAILORED CONTENT WEBSITE Primary CASE STUDIES WHITE PAPERS BROCHURE S SERVICE DESCRIPTIONS VIDEO CONTENT SOCIAL MEDIA DATABASE(S) Old School Marketing Strategy ON-LINE inbound OFF-LINE outbound DIRECT MAIL ADVERTISING EXHIBITIONS REFERRALS NETWORKING TESTIMONIAL S Visibility 24/7 EMAIL CAMPAIGNS Existing Customers New Customers
- 4. Google’s mission is to organise the world’s information and make it universally accessible and useful. Google Mission
- 5. SEO is not a Mystery
- 6. 3 Core Tools
- 8. Google Bots Software designed to read websites Looking for fresh content Reporting new content to the Google Index Moving between websites by following links
- 9. Google Index
- 10. Google Search Algorithm Top Secret Results are defined by the users Google Profile
- 12. Quick Recap
- 13. The Great SEO Lie
- 16. Understanding your listing Page Title URL Meta Description Page Title URL Meta Description
- 17. We confirm your site is being be indexed by Google We discover the words customers use to find your site Creating content to match future customer searches Understand how to create a balance with helpful content Search Engine Optimisation
- 19. Connecting with you Customers as they search & Winning more leads. What is SEO
Editor's Notes
- Hello and Welcome, I’m going to take you through the fundamentals of SEO
- Just to introduce myself my name is I work for And we’re a Google Partnerwhich means our team have all passed their Google Analytics GAIQ exams and their Adwords Exams.
- Google dominates search and although they do not talk about SEO they have always stuck to their mission to deliver highly relevant search results in an instant.
- Google publish a full set of documentation of how to rank highly in their search engines, the resource is open, free and highly detailed. You just need the time and the technical understanding to get the most from it.
- And to help further Google provides the three core tools, Google Webmaster Tools manages your websites relationship with Google, it confirms everything is working as it should and the site is performing well Google Analytics holds all the traffic data for your site, this tool tells you the search terms people are using to find your site, where they are located and its how we know you need content that plugs the gaps Google AdWords is the platform for all of your Paid Search Campaigns, PPC, Display Ads, these let you cast a wider net in search and target locations and demographics with key messages.
- But before we go into SEO its important you understand how Google Search Works, most searches begin with Google Search Suggest, this is where google helps you complete your search query. In this example I have typed in Winchester and the first suggestion is solicitors which means there is a least one SEO’d solicitor in this town.
- Google Bots, Web Crawlers, The Spiders, these are different names for the tools used by Google to index the Web, These special software tools move between websites by following links, hence the importance of linking both internally within your website and externally to other sites They are looking for fresh Content
- Think of the Google Index as Google’s Library of Websites, yes crazy as it sounds they have a database of every website on the web, its content and the pages each page links to and from. The Google bots are continuously sending back updates to index where the data is stored. The index understands the structure of webpages and saves a copy for reference Context is very important, your pages need to be highly relevant to your business for Google to rank them highly, this is why content is king, Remember Google can dictate your voice to text, And it can translate that text into hundreds of foreign languages. Trust me it can understand the content of your site and work out who it is relevant to. But what is important to take away is that to be found by your customers when they are searching for your business you need to provide well structured pages with a clear focus
- The final piece is the Search Algorithm, its Top Secret and constantly updated But even if you knew the formula it would not help you much as the organic search results are based upon Google’s profile of the person searching. Google knows your location, if you search for a plumber in Winchester you will get different results to searching for a plumber in Southampton. Again remember Google’s mission is to deliver the most relevant results and location is a key factor in this search .
- To see how Google as profiled you use the link at the top of the page You can see Google have quite a good idea who I am based on my search history.
- When we search Google checks its own index built by its spiders crawling the web for the most relevant results, Google knows they will loose customers if they fail to deliver exactly what the person is searching for. As an SEO Agency we ensure your site is marketing itself well to both Google and your potential customers because once people land on your site you’re marketing to humans. And please don’t fall for the Great SEO Lie.
- The chap in the picture is Matt Cutts, he works for Google and ran a number of teams dedicated to stopped people spamming irrelevant search results in the vain hope you would buy a product you were not searching for. This is a lie because “no one can guaranteed number 1 position in organic search” the results are based on what is most relevant to the person searching, their search term, their location even the device they are searching on. The Google Search Algorithm is highly complex and any obvious attempt to “Game the System” is penalised. The latest update people are talking about is Mobile Friendly and this gives me a great opportunity to talk about the format of the search results page
- The aim of this update is to deliver the best experience to people searching on their phone Notice how Google formats the search results page differently for the same search term
- In this search for Winchester Solicitors, the image on the left is from my desktop and on the right my mobile, I’ve included the scrolled down to second page. On the left, the desktop we can see how Google is placing the paid Ad’s at the top, followed by maps listings which feature the reviews posted on Google Plus. On the right, the mobile view we can see the Ads, followed by maps and then below the organic listings, notice how Dutton Gregory is tagged as Mobile Friendly as the site is considered to work well on mobiles. Reviews and Map listing are also important in terms of SEO as they are ranking factors, basically things that help promote you in search results. Again we are seeing Google is formatting the page differently to the Cathedral page as we are looking for business services. The link at the bottom takes to to the page where you can test your site.
- Your listings in the Google search results page is comprised of different elements taken from the HTML code of your webpages. The blue text is the Page <title>, carefully use the search keywords you expect customers to use Green is the URL And the black text is your meta description, this is your opportunity to speak to the person searching as they choose which website to visit. You will win in search by having a clear message that helps Google understand who the page is relevant to and is attractive to the person who is searching
- These updates have brought maturity to SEO, the old ways to cheat and beat the system are gone and now we all have to focus on creating highly relevant content in well structured sites. With experience experts in SEO we have developed our understanding of the effect of the changes to how the Search results are generated We know how the strike the balance between featuring the content enough to be seen to be highly relevant without risking being seen as spammy or even worst, dull by your customers. So how do we measure results?
- Google Analytics is the free tool from Google that allows the measurement of all site traffic so you can see the volume and relevance of the traffic you’re attracting. To measure the effect of your SEO activities you must establish Goals and conversions, this may mean you need to set up thank you pages only seen by people who’ve filled in forms of completed other actions. Google Analytics also allows you to measure the success of these Goals & Conversions so you know what is getting traction with your customers. You can think of Google Analytics as your websites “shop manager” measuring footfall and recording what your customers are most interested in.
- Seo is manageing your website like you would manage a shop, your