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Teaching seo in a classroom


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Teaching seo in a classroom

  1. Secret image from<br />
  2. Run through what we do today<br />Who I am what I do<br />Technical vs Practical definitions of SEO<br />How Search engines work<br />Why do we need SEO – some big numbers to impress you<br />SEO research, plan, target and measure <br />do a few tests at<br />How to do SEO with a case study – the new [client] campaign <br />Outline the multi agency strategy and then look at specific<br />goal<br />measurement<br />research<br />plan <br />You do SEO – goal, measure, research, plan<br />Crazy but true<br />
  3. Big numbers<br />
  4. me<br />Past clients<br />Present clients<br />
  5. What is SEO - technically <br />From Wikipedia<br />Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results. Other forms of search engine marketing (SEM) target paid listings. <br />In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. <br />As an Internet marketing strategy, SEO considers how search engines work and what people search for. <br />SEO may target different kinds of search, including image search, local search and video search. <br />Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. <br />Promoting a site to increase the number of backlinks or inbound links, is another SEO tactic.<br />
  6. Basically, getting websites into position #1 of the “free” listings<br />
  7. #1: that’s where all the traffic goes<br />
  8. What is SEO - practically<br /><ul><li>SEO is getting people to your website and getting them to take the actions you want (normally to buy something)</li></li></ul><li>SEO turns out to be a lot of things<br />
  9. Think about what you put on the internet– do you want people to see it?<br />Does this happen by magic or by science?<br />Science can be researched, measured and replicated<br />
  10. How search engines work<br />They Crawl the web<br />Imagine the World Wide Web as a network of stops in a big city subway system.<br />Each stop is its own unique document (usually a web page, but sometimes a PDF, JPG or other file). The search engines need a way to “crawl” the entire city and find all the stops along the way, so they use the best path available – links.<br />
  11. How search engines work<br />When a person searches for something online, it requires the search engines to scour their corpus of billions of documents and do two things – <br />first, return only those results that are relevant or useful to the searcher’s query<br />second, rank those results in order of perceived value (or importance). It is both “relevance” and “importance” that the process of search engine optimization is meant to influence.<br />
  12. Why do we need SEO?<br />Sales drop by £10 000 a week = £40 000 loss<br />Sales drop by £7 000 a week = £42 000 loss<br />Sales drop by £9 000 a week = £45 000 loss<br />Brand keyword revenue was about 25% up over the same period<br />
  13. The pie is big, where do you bite?<br />
  14. Mobile growth - exploding<br />
  15. Mobile growth – lots to learn <br />
  16. How to do SEO<br />Know your goals<br />Measure onsite<br />Measure offsite<br />Research (lots of it)<br />Plan <br />Execute<br />Measure throughout<br />
  17. Set up your ONSITE measurements<br />Google webmaster tools<br />Google analytics<br />3rd party error checking tools like SEOmoz<br />Find your success urls to set up your goals<br />
  18. Google webmaster tools<br />
  19. Google analytics<br />
  20. Seomoz crawler<br />
  21. Measure OFFSITE<br />Google Keyword tools<br />Marco Polo (private tool)<br />SEOmozOpensite explorer<br />
  22. Research: Find your keywords<br />Google keyword finder<br />
  23. Research: Find your worthwhile keywords<br />
  24. Research: find your competitors<br />
  25. Measure: track your competitors<br />
  26. Research: All the websites linking to TTL hompage<br />
  27. Research: the text used to link to TTL homepage<br />
  28. Research: learn from competitor backlinks<br />Notes<br /><ul><li>Significant number of links from travel websites. Extra valuable as they also send buying traffic
  29. Timebased events are where they have sponsored an event or were linked to as a travel reference from a conference that has now passed
  30. A number of links were due to that fact that they could be used as an easy reference for train times
  31. I will follow the Twitter users with the [client] twitter account</li></li></ul><li>Now I know<br />What keywords are important for me<br />Who my competitors are for those keywords<br />What works for my competitors<br />Where they get their links from<br />I’m measuring so that I can see the impact of my work over time<br />… time to make a plan<br />
  32. A big picture – how it all comes together<br />[Client] wants to push their [super cool] application over the next 6 months<br />Saatchi does overall creative concept, negotiates rights for celebrity that matches their campaign, produces artwork, TV and radio<br />A celebrity will be the face of the campaign (show storyboard)<br />Online agency must support the campaign, make it more effective and show 6:1 roi for all work undertaken<br />
  33. Web Agency supplies online strategy<br />SEO provides research and measurement to make sure it all works and measure success<br />Agency has some knowledge – Soc Med is powerful, but better if incentivised. Rise in mobile. We also see what works for competitors<br />A lot of money is going into promoting the term “[campaign term]”<br />++ Must make sure to rank for key campaign term! ++<br />
  34. How does onsite look?<br />How does the [client page] look like that will be the landing page of the whole promotion? Put the url into Google.<br /> What does the search result look like?<br />
  35. What keywords do people use for [campaign term]?<br />
  36. This is how the new pages will look<br />1 Page title<br />Current: [current]<br />Change to: [new]<br />2 Metadescription<br />Current: none<br />Change to: [new]<br />
  37. Get to #1 ASAP - Seomozkeyword research<br />Go to seomozopensite explorer and find out what its going to take to beat the current #1<br />
  38. The plan<br />An incentivised social media competition with lots of partners<br />Lots of links, lots of traffic, lots of social sharing stuff<br />
  39. Actual example Landing page redacted. This is a good example of one though<br />
  40. Remember: measure<br />Seomoz – to measure links<br />Majestic seo – measure link growth <br />Google analytics – to measure traffic to this page<br />
  41. What if we don’t get to #1?<br />PPC<br />More links – PR<br />Tweet and FB more for recency<br />Buy links?<br />
  42. Now what is your business?<br />If you are your business - what do you have to do to rank for your name?<br />Search your keywords GKT<br />Find competitors – how many links do they have in Seomoz?<br />What will your onpage look like?<br />What will your SERP look like? (<br />Where will you get links?<br />
  43. Crazy scenarios<br />OMG you got caught taking cocaine at a nightclub, every news paper writes about you<br />What will the search results for your name look like?<br />OMG your most famous footballer cheats on his wife with a prostitute and gets caught<br />OMG your girlfriend found out you cheated on her – and now image search for your name is?<br />OMG one of your employees beats someone up and says they love Hitler<br />