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Consultant/Director – ThinkSearch
Account Director – Bloom Social Business
Search Specialist – Fortune Cookie
Operations &...
Agenda
• Introduction to SEO and
PPC
• Keyword and Market
Research
• Keyword Strategy
• Content Matrix
• Content creation
...
Introduction to SEO and
PPC
Definitions
Search engine optimisation (SEO) is the process of
improving the volume and quality of traffic to a web site
f...
How Google shows it’s results
9
How Google lists your web pages for SEO:
How Google lists your web pages for Paid:
3
url
u...
How Google shows it’s results
10
How Google lists your web pages for SEO:
How Google lists your web pages for Paid:
3
url
...
How Google shows it’s results
11
How Google lists your web pages for SEO:
How Google lists your web pages for Paid:
3
url
...
Benefits of SEO
• Unlimited Traffic
• Targeted visitors
• High converting referrals
• Brand awareness
• Web site exposure
...
Benefits of PPC
• Immediate Results
• Highly targeted visitors
• High converting clients
• Brand awareness
• Web site expo...
Inside Google’s
Algorithm
link
2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25...
2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25...
2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25...
2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25...
Behind the scenes at Google
(these days)
link
The 2015 Algorithm
What is SEO made up
of?
Optimised Titles
Optimised Descriptions
Optimised Linking
Optimised Content
580,000,000
results for
“business knowledge”
•...
What is natural search made
up of
Page Titles
Headings/sub headings
Meta Description
Meta Keywords
Body Content inc. bold ...
What is natural search made
up of
Page Titles
Headings/sub headings
Meta Description
Meta Keywords
Body Content inc. bold ...
Exercise – on page factors
Bold text Image alt tags Meta description
Hyperlinks Body copy Page title
Headings/sub headings...
Exercise – on page factors
source code
(only seen by
search engines)
on page
(seen by users
and search
engines)
<title> Pa...
Natural Search best
practices
Page Titles
What is it?
The Page Title, is the title of the web
page that appears at the top of a
browser window. The Page...
Headings/Sub headings
What is it?
The heading is the focus for the page for the
eye as well as the search engine. The
head...
Body Content
What is it?
Body content includes the copy, images and other
assets that appear within the HTML <body> tags
o...
Hyperlinks
What is it?
Hyperlinks describe the content of the page
that the link points to. Including the correct
text in ...
Meta Descriptions
What is it?
The Meta Description is an HTML
tag used to describe a page to users
and search engines.
Why...
Image alt. text What is it?
The ‘alternative text’ option that is
used by screen reader software for
the short sighted is ...
Processes
SEO Processes
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventor...
SEO Auditing
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory...
SEO Audit > Process
Public access:
• Xenu Link Sleuth – broken links
• Screaming Frog – titles and meta’s
• SEO for Firefo...
• Pages indexed by your Sitemap
– Pages indexed in Yahoo
– Pages indexed in Bing
– Pages crawled in Google
• Page load tim...
Redirects
Factor:
Redirection facilitates movement of a
visitor from one page or website to
another. Redirects are often u...
Javascript NavigationFactor:
Navigational elements are executed
using Javascript technology.
Implications:
Search engine s...
Websites in Flash Factor:
Valuable website content is implemented
using Flash technology. For reference, see
plugintomarri...
Content Produced in AJAX
Factor:
AJAX, or Asynchronous JavaScript
and XML, is a web development
technique used to load con...
Robots.txt Files
Factor:
A robots.txt file is a human configured file
that resides in the web server’s root
directory and ...
Cloaking
Factor:
Presenting one version of web
content to human users and a
different version to search engines is
known a...
URL Structure (session IDs)
Factor:
A web server assigns a unique session
ID variable within the URL for each visit
for tr...
URL Structure (folder structure)
Factor:
Valuable content associated with highly
competitive keywords is organized many
fo...
URL Structure (name value pairs)
Factor:
Name-value pairs are used within
URL’s to provide information
necessary to produc...
Canonicalization Issues
Factor:
Canonicalization is the process of picking the best
URL when there are several choices, us...
Duplicate Content
Factor:
Duplicate content exists when two or
more pages within a website, or on
different domains, share...
Internal Link Optimization
Factor:
Internal linking between pages within a web
site, such as navigational elements or a si...
Splash Pages
Factor:
A splash page can consist of either a
large graphic image or a Flash
animation and serves as the prim...
Document AccessibilityFactor:
Pages or content that is moved,
removed, or changed can result in
errors, such as a 404 Page...
Excessive On-page ScriptingFactor:
Search engine spiders index a limited
amount of web page code,
approximately 100K, when...
SEO Moz Introduction to SEO
link
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
Domain Level Keyword Usage
Search Term Research > 5 Essential
Questions
• What are your root keywords?
• What are people actually searching for?
• Wh...
Search Term Research > Process
1. Open the Search Term Research Template file and save a client version
2. Conduct a Googl...
Forecasting
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
...
What is Forecasting?
• Predicting the anticipated additional
revenue from Search Engine Optimisation
How?
• By applying lo...
Forecasting – how?
Forecasting – how?
Forecasting – Click Through
Rates
Forecasting – Click Through
Rates
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
What is Page Allocation?
• It’s a form of Gap Analysis
• It targets search terms to their logical
destination/desired rank...
Page Allocation
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
What is Meta Data Inventory?
• A list of optimised page titles and meta
descriptions by page for easy
implementation via t...
Meta Data Inventory
Meta Data Inventory
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
What is Content Strategy?
• A written plan for winning at SEO by
deploying great content
Includes:
• Rationale
• Competito...
What is Content Strategy?
• A written plan for winning at SEO by
deploying great content
Includes:
• Rationale
• Competito...
Exercise
Exercise - build your own
page Set up your own page
based on these keywords:
- ‘holidays’
- ‘villa holidays’
- ‘villa holi...
Your page in it’s hierarchical
contextPage Rank
Page Rank
Theme
Theme
What is a Content Brief?
• A clear instructional document for copy writers.
• Contains:
– General SEO content writing guid...
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
What is a Technical Brief?
• A clear instructional document for the technical team.
• Contains:
– Detailed instructions fo...
Optimisation Guidelines
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
Are directories worthwhile?
• Review current back link profile
• Review competitor back link profile
• Study latest guides...
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
What is Link building
• Web site and web page popularity
• Quality relevant websites
• Relevant anchor text
Domain Level Link Authority Features —
Correlated Data
Page Level Link Authority
Safe link building techniques
• Partner links and client links
• Reputable Directories – DMOZ, Yahoo, AOL,
Etc.
• Social B...
Safe link building techniques
Techniques to avoid
• Building links too fast
• Linking to banned or untrustworthy websites
• Link exchanges
• Using the w...
Social Media
• Focus on creating content that gets shared
• Don’t waste your time building social media profiles if it’s n...
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content St...
5 Things Website Owners would love to
know
• Is it working?
• Is SEO really making a difference?
• How many sales are we g...
That’s all folks…
…over to you!
Make it Happen
SEO Reporting doesn’t happen by accident.
1. Choose your keywords
2. Set your targets
3. Keep going until y...
What have we learned?
1. Nail those on-page factors
at template level to force best
practice...What were they?
2. Google’s...
Tim Aldiss
Consultant/Director
ThinkSearch
tim.aldiss@thinksearch.co.uk
www.thinksearch.co.uk
Thank you
SEO Training Workshop Presentation
SEO Training Workshop Presentation
SEO Training Workshop Presentation
SEO Training Workshop Presentation
SEO Training Workshop Presentation
SEO Training Workshop Presentation
SEO Training Workshop Presentation
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SEO Training Workshop Presentation

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SEO Training Workshop Presentation

  1. 1. Consultant/Director – ThinkSearch Account Director – Bloom Social Business Search Specialist – Fortune Cookie Operations & Account Director – No Pork Pies Director of Strategy – Cubeworks Director of Strategy & Communications – Fresh Egg Social Media Analyst – iCrossing Knowledge Manager – iCrossing Account Director – Spannerworks Web Designer - Spannerworks Bar Manager – Browns Restaurant Training: Econsultancy, Turner Media, Virgin Atlantic, Admiral, BAA, Lands End, Mars Drinks, Escape Studios Clients: HBOS, GCAP, P&O, Sanctuary Spa, iwantoneofthose.com, Just Eat, Liberty of London Knowledge Management: Social Intranet, workshop programs, lunch ‘n’ learn, PDP, Strategic planning Group Other: Climbed & summitted Kilimanjaro, have a 7 yr old son and 1 yr old daughter Interests: Social Media, Home Cinema, Gilles Peterson, Gardening Find me online Website: www.thinksearch.co.uk My blog: www.aldissandmore.com My hobby site: www.loftsites.co.uk On Twitter: www.twitter.com/timaldiss Linkedin: www.linkedin.com/in/timaldiss Facebook: www.facebook.com/timaldiss
  2. 2. Agenda • Introduction to SEO and PPC • Keyword and Market Research • Keyword Strategy • Content Matrix • Content creation • Content Optimisation • Creating Meta Data • Link Building • SEO performance Monitoring
  3. 3. Introduction to SEO and PPC
  4. 4. Definitions Search engine optimisation (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Pay per click (PPC) is an advertising where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. Wikipedia
  5. 5. How Google shows it’s results 9 How Google lists your web pages for SEO: How Google lists your web pages for Paid: 3 url url url urlurl url url url url url urlurl url 1 2 Search spiders follow links Software compiles pages Pages stored in database 31 2 User searches Algorithm manages auction Results rendered live
  6. 6. How Google shows it’s results 10 How Google lists your web pages for SEO: How Google lists your web pages for Paid: 3 url url url urlurl url url url url url urlurl url 1 2 Search spiders follow links Software compiles pages Pages stored in database 31 2 User searches Algorithm manages auction Results rendered live
  7. 7. How Google shows it’s results 11 How Google lists your web pages for SEO: How Google lists your web pages for Paid: 3 url url url urlurl url url url url url urlurl url 1 2 Search spiders follow links Software compiles pages Pages stored in database 31 2 User searches Algorithm manages auction Results rendered live Ad Rank = Maximum Cost Per Click bid x Quality Score
  8. 8. Benefits of SEO • Unlimited Traffic • Targeted visitors • High converting referrals • Brand awareness • Web site exposure • Fixed limited costs
  9. 9. Benefits of PPC • Immediate Results • Highly targeted visitors • High converting clients • Brand awareness • Web site exposure • Virtually unlimited costs
  10. 10. Inside Google’s Algorithm
  11. 11. link
  12. 12. 2012: 20 updates alone! Panda 3.8 — June 25, 2012 Panda 3.7 — June 8, 2012 May 39-Pack — June 7, 2012 Penguin 1.1 — May 25, 2012 Knowledge Graph — May 16, 2012 April 52-Pack — May 4, 2012 Panda 3.6 — April 27, 2012 Penguin — April 24, 2012 Panda 3.5 — April 19, 2012 Parked Domain Bug — April 16, 2012 March 50-Pack — April 3, 2012 Panda 3.4 — March 23, 2012 Search Quality Video — March 12, 2012 Panda 3.3 — February 27, 2012 February 40-Pack (2) — February 27, 2012 Venice — February 27, 2012 February 17-Pack — February 3, 2012 Ads Above The Fold — January 19, 2012 Panda 3.2 — January 18, 2012 Search + Your World — January 10, 2012  
  13. 13. 2012: 20 updates alone! Panda 3.8 — June 25, 2012 Panda 3.7 — June 8, 2012 May 39-Pack — June 7, 2012 Penguin 1.1 — May 25, 2012 Knowledge Graph — May 16, 2012 April 52-Pack — May 4, 2012 Panda 3.6 — April 27, 2012 Penguin — April 24, 2012 Panda 3.5 — April 19, 2012 Parked Domain Bug — April 16, 2012 March 50-Pack — April 3, 2012 Panda 3.4 — March 23, 2012 Search Quality Video — March 12, 2012 Panda 3.3 — February 27, 2012 February 40-Pack (2) — February 27, 2012 Venice — February 27, 2012 February 17-Pack — February 3, 2012 Ads Above The Fold — January 19, 2012 Panda 3.2 — January 18, 2012 Search + Your World — January 10, 2012  
  14. 14. 2012: 20 updates alone! Panda 3.8 — June 25, 2012 Panda 3.7 — June 8, 2012 May 39-Pack — June 7, 2012 Penguin 1.1 — May 25, 2012 Knowledge Graph — May 16, 2012 April 52-Pack — May 4, 2012 Panda 3.6 — April 27, 2012 Penguin — April 24, 2012 Panda 3.5 — April 19, 2012 Parked Domain Bug — April 16, 2012 March 50-Pack — April 3, 2012 Panda 3.4 — March 23, 2012 Search Quality Video — March 12, 2012 Panda 3.3 — February 27, 2012 February 40-Pack (2) — February 27, 2012 Venice — February 27, 2012 February 17-Pack — February 3, 2012 Ads Above The Fold — January 19, 2012 Panda 3.2 — January 18, 2012 Search + Your World — January 10, 2012  
  15. 15. 2012: 20 updates alone! Panda 3.8 — June 25, 2012 Panda 3.7 — June 8, 2012 May 39-Pack — June 7, 2012 Penguin 1.1 — May 25, 2012 Knowledge Graph — May 16, 2012 April 52-Pack — May 4, 2012 Panda 3.6 — April 27, 2012 Penguin — April 24, 2012 Panda 3.5 — April 19, 2012 Parked Domain Bug — April 16, 2012 March 50-Pack — April 3, 2012 Panda 3.4 — March 23, 2012 Search Quality Video — March 12, 2012 Panda 3.3 — February 27, 2012 February 40-Pack (2) — February 27, 2012 Venice — February 27, 2012 February 17-Pack — February 3, 2012 Ads Above The Fold — January 19, 2012 Panda 3.2 — January 18, 2012 Search + Your World — January 10, 2012   Panda = content Penguin = links
  16. 16. Behind the scenes at Google (these days) link
  17. 17. The 2015 Algorithm
  18. 18. What is SEO made up of?
  19. 19. Optimised Titles Optimised Descriptions Optimised Linking Optimised Content 580,000,000 results for “business knowledge” • Web pages must be accessible to the search engine crawlers (spiders) • Web pages should include unique optimised titles and meta-data • Content should be optimised to support target keywords and keyword phrases • Offsite optimisation must be used to promote site How do we increase your visibility?
  20. 20. What is natural search made up of Page Titles Headings/sub headings Meta Description Meta Keywords Body Content inc. bold text Hyperlinks Image ‘alt text’ Editorial/advertorial content Social Media 3rd Party links On-site factors Off-site factors
  21. 21. What is natural search made up of Page Titles Headings/sub headings Meta Description Meta Keywords Body Content inc. bold text Hyperlinks Image ‘alt text’ Editorial/advertorial content Social Media 3rd Party links Informa.com - Investor Relations bringing knowledge to life Businesses, professionals and academics worldwide turn to Informa for unparalleled knowledge, up-to-the minute information and highly specialist skills and services none On-site factors Off-site factors
  22. 22. Exercise – on page factors Bold text Image alt tags Meta description Hyperlinks Body copy Page title Headings/sub headings Meta keywords
  23. 23. Exercise – on page factors source code (only seen by search engines) on page (seen by users and search engines) <title> Page Title <meta keywords> Meta Keywords <meta description> Meta Description <h1> Heading <body> Body copy <h2> Sub heading <b> Bold text <a href=“link”> Hyperlink <img alt=“describe”> Image alt text 1st 9th 6th 2nd 3rd 4th 8th 5th 7th
  24. 24. Natural Search best practices
  25. 25. Page Titles What is it? The Page Title, is the title of the web page that appears at the top of a browser window. The Page Title also appears prominently in search results. Why it’s important: Search engines weight the <title> tag heavily. To be effective, page titles must be unique to each page and must contain the most appropriate keywords in relation to the theme of the web page. Best Practice:  Limit the page title to 70 characters.  Include brand first and test in association with targeted key phrases first  Copy should be written with users in mind (title copy appears in search results)  This is the main Call-To-Action in a SERP page  Title should display a compelling marketing message
  26. 26. Headings/Sub headings What is it? The heading is the focus for the page for the eye as well as the search engine. The heading should include obvious descriptive words for the content of the page. If you can’t describe in brief all of the content of the page in the heading consider rewriting, possibly adding an additional page. Why it’s important: Keyword choice, frequency, placement and spacing are all attributes that search algorithms may include in their ranking calculations. Even minor content modifications can have a major impact on keyword rankings. H1 H2 Best Practice: • Every page should have one H1 tag • Other headings should use H2 or H3 tags • Don’t wrap heading tags around links • Write copy geared towards users and readability • Using relevant keywords and phrases within the page will improve relevancy • Do not repeat tags as this will dilute value of your main keywords H3’s
  27. 27. Body Content What is it? Body content includes the copy, images and other assets that appear within the HTML <body> tags of a web page. This includes all content visible to a user in the browser window. Why it’s important: Keyword choice, frequency, placement, and spacing are all factors that impact on positional rankings. Even minor content modifications can have an impact. Good copy is as important to the effectiveness and credibility of your website as it is to search engines. Best Practice: • Write copy geared towards users and readability • Using relevant keywords and phrases within the page will improve relevancy • Focus on no more than 3-4 keywords per page • Break long paragraphs into shorter, more concise informational blurbs • Avoid repeating keywords unnecessarily (keyword stuffing) • Aim for 3-6% keyword density e.g. a page of 100 words would have 3 to 6 mentions of a single word or key phrase • Headings and links are included within this word count, but linking words or phrases optimises the destination page not the page where the link sits • Use derivatives and definitions of terms e.g. carbon offset/green, car/motor • 200 words is optimal
  28. 28. Hyperlinks What is it? Hyperlinks describe the content of the page that the link points to. Including the correct text in the hyperlink can benefit the visibility of the page that you are linking to. Why it’s important: Search engines weight hyperlnks. To be effective the link should not be a non- specific ‘click to read more’ but rather a phrase indicative of what the user should expect on the linked to page. Best Practice: • Not too many links between one page and others • Write copy geared towards users and readability • Use text descriptive of the page linked to • Use contextual links to relevant internal content • Using relevant keywords and phrases within the page will improve relevancy of the linked to page • Focus on one keyword • Keep the link concise • Example: “get an instant home insurance quote”
  29. 29. Meta Descriptions What is it? The Meta Description is an HTML tag used to describe a page to users and search engines. Why it’s important: The Meta Description tag is evaluated by search engines to determine relevancy. Additionally, the Meta Description is commonly included in search engine results. Best Practice:  Limit descriptions to 156 characters  Include all targeted key phrases  Copy should be written with users in mind (description copy appears in search results)  Create a unique meta description for every page  Should describe overall theme of the page and entice users to <meta name="description" content="Businesses, professionals and academics worldwide turn to Informa for unparalleled knowledge, up-to-the minute information and highly specialist skills and services" />
  30. 30. Image alt. text What is it? The ‘alternative text’ option that is used by screen reader software for the short sighted is also read by search engines. Image alt.text plays a big part in image search results. Why it’s important: Adhere to the Disabilities and Discriminations Act (DDA) and is W3C recommended. Best Practice: • Describe the banner by using keywords related to the page that the banner is placed on • Use descriptive image names if possible • Use captions around the image to aid relevancy
  31. 31. Processes
  32. 32. SEO Processes • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting
  33. 33. SEO Auditing • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting
  34. 34. SEO Audit > Process Public access: • Xenu Link Sleuth – broken links • Screaming Frog – titles and meta’s • SEO for Firefox SEO Book browser plug in • Google Chrome – SEO Site Tools & SEO for Chrome Paid for public access: • SEO Moz Open Site Explorer – back link profile • Majestic SEO – back link profile • Distilled, Raven Tools, Linkdex, Etc, etc Access-based: • Google Webmaster Tools – keywords, positions & links
  35. 35. • Pages indexed by your Sitemap – Pages indexed in Yahoo – Pages indexed in Bing – Pages crawled in Google • Page load time (ms) • Robots.txt • Custom 404 page • Information architecture – URL Structure – HTML sitemap – XML sitemap – Video Sitemap • Duplicate content – Canonical Linking – Deleting old pages – 301 redirect • 302 Redirects • IP location – DNS server – GEO location – Shared server •Page layout • Main Navigation • Footer links • Main Menu layout • Redundant links • Outbound links •Image Optimisation • Alt Tags • Text in Images •General house keeping • Frames • Content inside unreadable web applications •Multiple Domains • Sub Domains • International Domains • SEO Domains • Old Domains • Duplicate Content? • Cross linking? •Check source code for: • W3C compliance • heavy amounts of code • Multiple H1 tags or lack of H1’s •Install Webmaster tools for; Google, Yahoo, Alexa and Bing. SEO Audit > Technical Optimisation
  36. 36. Redirects Factor: Redirection facilitates movement of a visitor from one page or website to another. Redirects are often used in conjunction with domain name changes, moving or removing content, introducing new content, or directing users based on profiling. Redirects can happen at the web server (301, 302 Redirects) or at the page-level (Meta-Refresh) Implications: The nature of a redirect communicates important information to a search engine. 302 redirects also indicate to the search engines that the content is temporary and will be changed in the near future. Popularity attained by the previous site or page may not be passed on to the new site. Best practice/Action required: Server-side redirects are recommended in nearly all cases. 301 Permanent Redirects should be used when the change is long- term or permanent, which allows pagerank and link popularity to transfer.
  37. 37. Javascript NavigationFactor: Navigational elements are executed using Javascript technology. Implications: Search engine spiders are unable to follow Javascript navigation and are therefore unable to find pages accessible only through Javascript. Additionally, human visitors without Javascript-enabled browsers will not be able to navigate the site Best Practices/Action Required: Use CSS or HTML based navigation. Alternative practices: Supplement Javascript navigation with on-page HTML-based navigation located in the page footer. Include a HTML link to a sitemap with static links to key pages within the website. Navigation is removed with Javascript disabled.
  38. 38. Websites in Flash Factor: Valuable website content is implemented using Flash technology. For reference, see plugintomarriott.com Implications: Search engine spiders cannot read content or follow links implemented in Flash. Best Practices/Action Required: - Implement a static HTML, low-bandwidth version of the website that mirrors the content within your Flash files - Implement user-agent detection to deliver the HTML site to spiders and the Flash version to human visitors. Alternative Practices: Break up the Flash movies into smaller components and lay the SWF files into optimized, linked HTML pages with unique URL’s Disclaimer: Google is able to index flash sites. HTML content is still a preferred method of crawlable content for any bot. Please see iCrossing’s POV on Flash crawlability (http://greatfinds.icrossing.com/?p=374).
  39. 39. Content Produced in AJAX Factor: AJAX, or Asynchronous JavaScript and XML, is a web development technique used to load content from a server without changing pages. AJAX relies heavily on JavaScript to display and swap content. Implications: Search engine spiders generally cannot read AJAX content. Best Practices/Action Required: Use AJAX selectively, primarily for supplemental content associated with low search volumes. Alternative Practices: Create a static, spider friendly version of your site that includes content from within your Javascript
  40. 40. Robots.txt Files Factor: A robots.txt file is a human configured file that resides in the web server’s root directory and contains directional information for search engine spiders. Implications: Many search engines, including Google, will refer to the robots.txt file to understand which directories or files to exclude from crawling. Best Practices/Action Required: All web servers should include a robots.txt file configured to exclude non-relevant folders and files, such as support files, CSS files, sensitive information. Validate each robots.txt file using analysis tool available in Google Sitemaps, or contact iCrossing for assistance. Alternative Practices: Insert client or domain specific example
  41. 41. Cloaking Factor: Presenting one version of web content to human users and a different version to search engines is known as cloaking. This process commonly occurs through IP detection or user-agent detection. Implications: Search engines are continually improving their ability to identify cloaking and often harshly penalize offenders, including banning the domain from their index. Best Practices/Action Required: Cloaking is a practice that should never be used. Alternative Practices: NA
  42. 42. URL Structure (session IDs) Factor: A web server assigns a unique session ID variable within the URL for each visit for tracking purposes. Implications: Search engine spiders revisiting a URL will be assigned a different session ID each visit, which will result in each visit to a page appearing as a unique URL and causing indexing inconsistencies, and possibly duplicate content penalties. Best practice/Action required: Implement user-agent detection to remove the session ID’s for search engine visits. Alternative Practices: Insert client or domain specific example
  43. 43. URL Structure (folder structure) Factor: Valuable content associated with highly competitive keywords is organized many folders deep within a web site. Implications: Search engines generally associate the importance (read: relevancy) of content based on its placement within a site hierarchy, so that less importance/relevancy is associated with content deep within a folder structure. Best practice/Action required: Web sites should be as flat as possible, with content relating to highly competitive keywords implemented on pages high on the hierarchy. Alternative Practices: Implement a URL rewrite on the server
  44. 44. URL Structure (name value pairs) Factor: Name-value pairs are used within URL’s to provide information necessary to produce dynamic content. Name-value pairs generally follow the “?” symbol in the URL. Implications: The primary challenge with name- value pairs is that they create lengthy URL’s and therefore risk scrutiny by search engines. Additionally, name- value pairs often do not contain valuable keywords, thereby reducing relevancy. Best practice/Action required: Rewrite dynamic URLs on the server with mod_rewrite or similar program. This will shorten and simplify the URL and allow valuable keywords to be used in the URL. Alternative practices: Use valuable keywords in the name- http://www2.victoriassecret.com/commerce/appl ication/prodDisplay/? namespace=productDisplay&origin=onlineProd uctDisplay.jsp&event=display&prnbr=8U- 220418&page=1&cgname=OSSHUDSSZZZ&r fnbr=4782
  45. 45. Canonicalization Issues Factor: Canonicalization is the process of picking the best URL when there are several choices, usually referring to the homepage of a website. Implications: Search Engines may not pick the client-preferred URL, rather the one they determine to be most relevant. Best practice/Action required: There are a few ways to ensure that the proper URL is indexed:  Consistent linking: • When linking to www.bankofamerica.com on other pages within the site, always use this method • When requesting links from other sites, always point to www.domain.com if using this method from the example above  Use 301 Permanent redirects on the web server • Redirect the non-www homepage to the www version of the homepage Insert client or domain specific example Viewed as the same by most search engines: http://www.bankofamerica.com http://www.bankofamerica.com/index.cfm
  46. 46. Duplicate Content Factor: Duplicate content exists when two or more pages within a website, or on different domains, share identical content. Different domain names do not create distinct content. Implications: Major search engines consider duplicate content to be spam and are continually improving their spam filtering process to penalize and remove offenders. Best practice/Action required: Avoid duplicate content issues by using unique copy and other content on each page of a website, to include streamlining the content management system to associate the correct content with the intended domain. Insert client or domain specific example
  47. 47. Internal Link Optimization Factor: Internal linking between pages within a web site, such as navigational elements or a site map, plays an important role in how search engines perceive the relevancy and theme of both web pages. Implications: Proper intra-site linking will help facilitate effective spidering, in addition to increasing relevancy of pages and keywords used in the anchor text. Best practice/Action required:  Use static, crawlable text links  Optimized anchor text should be used  Keep the number of links on a sitemap to less than 100  Sitemaps should be linked directly from homepage and other major pages throughout the web site  Use only core, 200-level URLs. Alternative practices:
  48. 48. Splash Pages Factor: A splash page can consist of either a large graphic image or a Flash animation and serves as the primary user entry point to a website by using the root domain name as its URL. Implications: Generally, splash pages replace the true home page in a search engine index and are detrimental to SEO practices. Splash page can also prevent spiders from accessing the inner pages of the site, resulting in inner pages not getting indexed and ranked. Additionally, the temporary nature of splash pages creates a challenge for linking and relevancy purposes. Best Practices/Action required: Do not use splash pages. Alternative practices: For promotional or attention-getting content, use a popup window on the home page or unique pages Home Page: www.saturn.com/saturn/Saturnindex.jsp
  49. 49. Document AccessibilityFactor: Pages or content that is moved, removed, or changed can result in errors, such as a 404 Page Not Found. Implications: Missing content and broken links signal to search engines that the website is not properly maintained. The effect is reduced rankings and also user frustration when bad links are followed Best practice/Action required: - Repair all broken links as soon as possible - Use 301 Permanent redirects to direct users and search engine spiders to the new location, as applicable - Implement custom 404 page on the website with helpful navigation for users. - Keep 301 redirects in place for 60-
  50. 50. Excessive On-page ScriptingFactor: Search engine spiders index a limited amount of web page code, approximately 100K, when crawling or spidering a web page. Implications: Excessive use of on-page scripting or CSS, especially at the top of a web page, limits the amount of content search engines will see. Best Practices/Action Required: Place any Javascript code and CSS that is longer than three lines into an external .js or .css file. Use an external file increases flexibility of code and easy way to update for maintenance. Alternative practices: Move on-page scripting to the bottom of the page.
  51. 51. SEO Moz Introduction to SEO link
  52. 52. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Search Term Research
  53. 53. Domain Level Keyword Usage
  54. 54. Search Term Research > 5 Essential Questions • What are your root keywords? • What are people actually searching for? • What is the size of your search market? • How competitive is each keyword? • What is the potential ROI for each keyword?
  55. 55. Search Term Research > Process 1. Open the Search Term Research Template file and save a client version 2. Conduct a Google keyword tool site scrape 3. Review site for current tags and copy for initial search term list 4. Add in Google Webmaster Tools data 5. Conduct competitor research based on list from client 6. Conduct desk research on core products to expand list 7. Add in best performing search terms from analytics (traffic & conversions) 8. Discard terms that are ranking well but not converting 9. Add in any suggested search terms from the client 10. Add in best performing search terms from PPC data 11. Conduct a synonym search using thesaurus.com 12. Add in related search term results from a Google search 13. Use Google Insights to add in high breakout and rising terms (UK, last 2 years... see link). Export CSV and paste line charts in to main report for each search term 14. Run list through the Google keyword tool using UK exact match to expand the list, retrieve CSV, keep search volume and competition data 15. Use Google Traffic Estimator if you need to to generate figures for the whole list as you can paste in more than 100 terms and it still gives you seasonality data. 16. Run a ranking report in Trackpal to check current visibility 17. Compile all data into spreadsheet and look for terms that meet the following criteria: 1. Have high traffic volume but aren't overly competitive 2. Have visibility but could rank higher 3. Are delivering traffic or conversions but could rank higher 4. Are not already ranking highly and are delivering no conversions
  56. 56. Forecasting • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting
  57. 57. What is Forecasting? • Predicting the anticipated additional revenue from Search Engine Optimisation How? • By applying logic and experience to the current competitive landscape to determine where positional improvements will take us onto page one • Apply accepted industry click through rates • Apply typical on-site conversion rates • Apply typical conversion value or profit
  58. 58. Forecasting – how?
  59. 59. Forecasting – how?
  60. 60. Forecasting – Click Through Rates
  61. 61. Forecasting – Click Through Rates
  62. 62. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Page Allocation
  63. 63. What is Page Allocation? • It’s a form of Gap Analysis • It targets search terms to their logical destination/desired ranking page • It identifies requirements for additional pages • It pairs down search terms • It benchmarks which pages are currently ranking and identifies those that should
  64. 64. Page Allocation
  65. 65. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Meta Data Inventory
  66. 66. What is Meta Data Inventory? • A list of optimised page titles and meta descriptions by page for easy implementation via the website Content Management System
  67. 67. Meta Data Inventory
  68. 68. Meta Data Inventory
  69. 69. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Content Strategy
  70. 70. What is Content Strategy? • A written plan for winning at SEO by deploying great content Includes: • Rationale • Competitor review • Formats • Distribution • Scheduling
  71. 71. What is Content Strategy? • A written plan for winning at SEO by deploying great content Includes: • Rationale • Competitor review • Formats • Distribution • Scheduling
  72. 72. Exercise
  73. 73. Exercise - build your own page Set up your own page based on these keywords: - ‘holidays’ - ‘villa holidays’ - ‘villa holidays in Tuscany’
  74. 74. Your page in it’s hierarchical contextPage Rank Page Rank Theme Theme
  75. 75. What is a Content Brief? • A clear instructional document for copy writers. • Contains: – General SEO content writing guidelines – Instructions for writing new pages for the site – Instructions for writing extra content for existing pages – Detailed ideas of content and page sturcture
  76. 76. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Site-wide Optimisation
  77. 77. What is a Technical Brief? • A clear instructional document for the technical team. • Contains: – Detailed instructions for fixing or adding elements to the website required for search engines to easily crawl the site.
  78. 78. Optimisation Guidelines
  79. 79. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Initial submissions
  80. 80. Are directories worthwhile? • Review current back link profile • Review competitor back link profile • Study latest guides (published by resources like SEOMoz) • Look for verticals • Assess cost vs impact against other tactics
  81. 81. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Link Building
  82. 82. What is Link building • Web site and web page popularity • Quality relevant websites • Relevant anchor text
  83. 83. Domain Level Link Authority Features — Correlated Data
  84. 84. Page Level Link Authority
  85. 85. Safe link building techniques • Partner links and client links • Reputable Directories – DMOZ, Yahoo, AOL, Etc. • Social Bookmarking and Social network tags • Local directories, Classified ads, Craigslist, Gumtree, Etc. • Affiliate programs • Yahoo answers/Quora/other Q&A sites • Wikipedia • LinkedIn • Leave reviews on review sites • Create an authority blog
  86. 86. Safe link building techniques
  87. 87. Techniques to avoid • Building links too fast • Linking to banned or untrustworthy websites • Link exchanges • Using the wrong anchor text in links • Article Spinning • Using “Independent back link networks” • Site scraping and content repackaging • Phishing • Forum Spam • Blog Spam
  88. 88. Social Media • Focus on creating content that gets shared • Don’t waste your time building social media profiles if it’s not a great fit • If you do do it keep it fun, but don’t do marketing here • Making it as easy to share content as possible is key • Audit your content and see what gets shared most and when
  89. 89. • SEO Audit • Technical consultancy • Search Term Research • Forecast • Page Allocation • Meta Data Inventory • Content Strategy • Site-wide Optimisation • Initial submissions • Link building • Reporting Reporting
  90. 90. 5 Things Website Owners would love to know • Is it working? • Is SEO really making a difference? • How many sales are we getting? • How much traffic are we getting? • Where are we ranked per keyword?
  91. 91. That’s all folks… …over to you!
  92. 92. Make it Happen SEO Reporting doesn’t happen by accident. 1. Choose your keywords 2. Set your targets 3. Keep going until you succeed. 4. Then make your listings BETTER.
  93. 93. What have we learned? 1. Nail those on-page factors at template level to force best practice...What were they? 2. Google’s algo is heavily link based so spend a proportionate amount of time here... What %? 3. Focus on a mix of keywords (+ve & -ve), creative, and budget to make PPC work and provide data for SEO strategy 4. Research keywords with a pinch of salt but fine tune based on analytics 5. Optimise content but write for the user first – don’t over optimise 6. Meta descriptions are important but aren’t a ranking factor 7. Resolving technical issues is a big part of the battle 8. Benchmark your keyword rankings and focus on improving them 9. Monitor analytics to make sure your assumptions are correct
  94. 94. Tim Aldiss Consultant/Director ThinkSearch tim.aldiss@thinksearch.co.uk www.thinksearch.co.uk Thank you

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