The big secret to boosting your Google ranking is to worry less about what Google wants and more about what your customers need. Here are 12 hot tips to persuade Google to love your website by doing just that: focusing on what your customers, prospects or members actually want.

1. @nedwells
12
practical
tips
to
make
Google
love
your
website
TODAY!

2. @nedwells
Hi!
I’m
Ned
Wells
www.zanzidigital.co.uk
@nedwells
/in/nedwells

3. @nedwells
SEO?? What’s that then?
The
practice
of
increasing
the
quantity and
quality of
traffic
to
your
website
through
organic
search
engine
results.
https://moz.com/learn/seo/what-­‐is-­‐seo

4. @nedwellshttps://www.youtube.com/watch?v=Y_EPANux6pQ
SEO?? What’s that then?

5. @nedwells
Over 200 ranking
signals
Source:
https://moz.com/google-­‐algorithm-­‐change
According
to
Matt
Cutts,
former
head
of
Google’s
“Webspam team”
@mattcutts

6. @nedwells
500 to 600
changes per year
Source:
https://moz.com/google-­‐algorithm-­‐change

7. @nedwells
So what can *you* do?
Image
credit:
http://www.joesdaily.com/wp-­‐content/uploads/2015/04/james-­‐bond-­‐casino-­‐royale.jpg
Try
and
‘game’
Google?

8. @nedwells
Got a mate down the
pub…
… who can help?
Image
credit
http://www.mirror.co.uk/tv/tv-­‐news/only-­‐fools-­‐horses-­‐star-­‐john-­‐3187137

9. @nedwells
SEO: the big picture
1. Relevance
2. Visibility
A great book: ‘50 ways to make Google love your website’ – by Steve Johnson
3. Reputation

10. @nedwells
How
can
you
make
your
web
pages
better
for
your
(real)
customers
and
prospects?
…
and
therefore,
please
Google
and
rank
better?
But… how?

11. @nedwells
Twelve tips
Image
source:
http://www.well-­‐beingsecrets.com/health-­‐benefits-­‐of-­‐asparagus/

12. @nedwells
SEO: the big picture
1. Relevance
2. Visibility
A great book: ‘50 ways to make Google love your website’ – by Steve Johnson
3. Reputation

13. • Meet
Graham,
he
works
in
the
finance
department
of
a
large
computer
company
• Why
are
we
interested
in
him?
o He’s
had
a
promotion
and
has
decided
he
can
afford
to
buy
a home
cinema!
Tip
1:
be
clear
about
your
buyer

14. Short-­listing
Research
Ready to buy
Here’s how the buying
funnel might look for Paul:
Repeat purchases…
Is
it
better
to
have
a
Yamaha
or
Sony?
Which
is
best
– a
50
inch
TV
or
a
projector
and
screen?
Cheapest
Yamaha
RXA860,
Black?
KEF
T105
5.1
speaker
upgrade

15. Exercise 1: define
your ideal customer
Selling
to
consumers?
Define
their:
• Name
• Age
• Gender
• Where
they
live
• Socioeconomic
group
• Interests
• Motivations
Selling
to
businesses?
Define
their
• Size
/
turnover
• Sector
• Location
And
the
buyer’s
• Name
• Role
/
responsibility

16. Exercise 2: what do
you sell / they buy?
• What
do
you
sell..
and
what
do
they
buy?
• Why
do
they
buy?
• And
why
do
they
buy…
from
you?

17. @nedwells
Tip
2:
it’s
all
about
that
bass contentImage
credit:
http://www.cosmopolitan.com/entertainment/celebs/q-­‐and-­‐a/a28747/meghan-­‐trainor/

18. @nedwells
Your content: top
things to get right
1. Plenty
of
it!
2. Compelling
headings
(and
sub-­‐
heads)
3. Bring
it
to
life
with
images
4. Structure:
lists
and
white
space

19. @nedwells

20. @nedwells

21. @nedwells
Tip
3:
a picture
speaks
1,000
words

22. @nedwells
Image
optimisation
• Bigger
is
better…
more
engaging
• But
watch
the
file
size
(KB)
• Readable
file
names

23. @nedwells
_94935217_d40c7b3f-­‐b955-­‐4387-­‐b466-­‐950b1bf46a66
*Fail*

24. @nedwells
_94935159_pacemaker_belfast_ni_assembly_count_32.jpg
*Pass*

25. @nedwells
www.bbc.co.uk/news/world-­‐asia-­‐india-­‐39165670
… meh
Tip
4:
make
web
page
addresses
readable

26. @nedwells
Page
address
–
best
practice
• Make
them
readable
• Include
your
keywords
• No
spaces
(use
hyphens)
• All
lower
case
• Take
out
the
gumph

27. @nedwells
/bulletproof-­‐vanillamax-­‐collagen-­‐bar-­‐45g
*Pass*

28. @nedwellsImage
credit:
http://q.likesuccess.com/96/4750401-­‐ship-­‐anchor-­‐chain-­‐links.jpg
Tip 5: create helpful
links whenever you can

29. @nedwells
Three kinds of links:
Difficult!
Easy!
Easy!
1. Links
coming
into
your
site
2. Links
between
the
pages
in
your
site
3. ‘Outbound’
links
from
your
site
to
another
site

30. @nedwells
Tip
6:
write
a
‘Title
tag’
It’s
this!

31. @nedwells
Title
tag
best
practice:
1. Keep
‘em snappy!
60-­‐70
characters
2. Important
keywords
at
the
front
3. A
unique
one
on
every
page
4. Write
them
for
people,
not
search
engines!

32. @nedwells

33. @nedwells
Do we need
to know this?

34. @nedwells
Tip
7:
write
a
‘Meta
description’

35. @nedwells
1. Make
it
welcoming,
warm
and
inviting
2. Include
a
call
to
action
if
you
can
3. 150
and
160
characters
4. Include
keywords
5. Keep
it
unique
to
the
page
Meta description
best practice

36. @nedwells
Exercise
Primary
keyword
(phrase)
Secondary
keyword
(phrase)
Brand
name
How
many
characters?
Write
a
title
tag
Write
a
meta-­‐description
A
welcoming
message
that
tempts
searchers
to
click
on
your
link,
using
no
more
than
160
characters!

37. @nedwells
SEO: the big picture
1. Relevance
2. Visibility
A great book: ‘50 ways to make Google love your website’ – by Steve Johnson
3. Reputation

38. @nedwells
Tip
8:
optimise
for
mobile
devices
Source
http://www.smartinsights.com/mobile-­‐marketing/mobile-­‐marketing-­‐analytics/mobile-­‐marketing-­‐statistics/

39. @nedwells

40. @nedwells

41. @nedwells
Tip
9:
a
faster
website
is
a
better
website
“Every 0.1 second increase in
load time decreases sales by 1%”
Source:
http://sbr.link/sra

42. @nedwells
Top tips for a faster website
1. Better
hosting
2. Optimised
images
(=
big,
but
not
huge)
3. Test
how
fast
your
site
is
with
these
free
tools:
Google
page
speed
insights
https://gtmetrix.com/

43. @nedwells
Tip
10:
secure
your
site
with
https

44. @nedwells
Tip
10:
secure
your
site
with
https
*Secure*

45. @nedwells
SEO: the big picture
1. Relevance
2. Visibility
A great book: ‘50 ways to make Google love your website’ – by Steve Johnson
3. Reputation

46. @nedwells
Tip 11: Google My Business
“A
free
and
easy-­‐to-­‐use
tool
for
businesses
to
manage
their
online
presence
across
Google.
By
verifying
and
editing
your
business
information,
you
can
help
customers
find
you
and
tell
them
the
story
of
your
business.”
www.google.co.uk/business

47. @nedwells
It’s this bit

48. @nedwells

49. @nedwells
Tip 12: outreach mind-set
Image
credit:
http://combiboilersleeds.com/images/reaching/reaching-­‐0.jpg

50. @nedwells
Asking
for
links
What is ‘Outreach’?
Networking
Holding
events
Guest
blogging
Asking
for
referrals
from
clients,
suppliers,
partners
Approaching
industry
bloggers
Public
speaking

51. @nedwells
3 bonus tips!
https://www.youtube.com/watch?v=-­‐8VdosDI1PU

52. @nedwells
*Summary*
There
are
dozens
of
things
you
can
start
doing
*today*
to
make
Google
love
your
website
ü Relevance
of
your
web
pages
ü Visibility
of
your
web
site
ü Reputation
around
the
web

53. @nedwells
*thank you*

54. @nedwells
Free SEO clinic
First
come,
first
served!
e:
ned@zanzidigital.co.uk
t:
@nedwells
p:
01865-­‐595260
w:
zanzidigital.co.uk