Search Specialist – Fortune Cookie* Training: Econsultancy, Turner Media, Virgin Atlantic, Admiral, BAA, LandsOpera6ons Account Director – No Pork Pies* End, Mars Drinks, Escape Studios Consultant/Director – ThinkSearch Clients: HBOS, GCAP, PO, Sanctuary Spa, iwantoneofthose.com, JustDirector of Strategy – Cubeworks Eat, Liberty of London Director of Strategy Communica6ons – Fresh Egg Knowledge Management: Social Intranet, workshop programs, lunch ‘n’ learn, PDP,Social Media Analyst – iCrossing Strategic planning Group Knowledge Manager – iCrossing Other: Climbed summitted Kilimanjaro, have a 7 yr old son and 1Account Director – Spannerworks yr old daughter Web Designer -‐ Spannerworks Interests: Social Media, Home Cinema, Gilles Peterson, Gardening Bar Manager – Browns Restaurant 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
Agenda • Introduc.on to SEO and PPC • Keyword and Market Research • Keyword Strategy • Content Matrix • Content crea.on • Content Op.misa.on • Crea.ng Meta Data • Link Building • SEO performance Monitoring
Deﬁnitions Search engine optimization (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. Wikipedia 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
How Google shows it’s results How Google lists your web pages for SEO: 1 Search spiders follow links 2 Software compiles pages 3 Pages stored in database Documents Order by User query Display results retrieved reputation url url url url url url urlHow Google lists your web pages for Paid: 1 User searches 2 Algorithm manages auction 3 Results rendered live Ad Rank = Maximum Cost Per Click bid x Quality Score 6
BENEFITS OF SEO• Unlimited Traffic• Targeted visitors• High converting referrals• Brand awareness• Web site exposure• Fixed limited costs
BENEFITS OF PPC• Immediate Results• Highly targeted visitors• High converting clients• Brand awareness• Web site exposure• Virtually unlimited costs
How do we increase your visibility? Optimized Linking 580,000,000 Optimized Titles results for“business knowledge” Optimized Descriptions Optimized Content• Web pages must be accessible to the search engine crawlers (spiders) • Web pages should include unique op.mized .tles and meta-‐data • Content should be op.mized to support target keywords and keyword phrases • Oﬀsite op.miza.on must be used to promote site
What is natural search made up of On-site factors Page Titles Informa.com - Investor Relations Headings/sub headings bringing knowledge to life Meta Description Businesses, professionals and academics worldwide turn to Informa for unparalleled knowledge, up-to-the minute information and Meta Keywords highly specialist skills and services Body Content inc. bold text Hyperlinks none Image ‘alt text’Off-site factors Editorial/advertorial content Social Media 3rd Party links
Exercise – on page factors Bold text Image alt tags Meta description Hyperlinks Body copy Page title Headings/sub headings Meta keywords
Exercise – on page factors 1st source code.tle Page Title (only seen bymeta keywords Meta Keywords 9th search engines)meta descrip.on Meta Descrip.on 6th h1 Heading 2nd on page (seen by users andbody Body copy 3rd search engines)h2 Sub heading 4th b Bold text 8th a href=“link” Hyperlink 5th img alt=“describe” Image alt text 7th
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
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. H1 If you can’t describe in brief all of the content of the page in the heading consider rewriting, possibly adding an additional page. H2 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. 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 H3’s • Using relevant keywords and phrases within the page will improve relevancy • Do not repeat tags as this will dilute value of your main keywords
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
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”
Meta Descrip.ons 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 meta name=description content=Businesses, professionals and academics (description copy appears in search results) worldwide turn to Informa for unparalleled knowledge, up-to-the minute information and highly specialist skills and services / Create a unique meta description for every page Should describe overall theme of the page and entice users to click-through
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
What is Paid Search Adver.sing? • Paid Search or “Pay Per Click (PPC)” Adver.sing model in which adver.sers pay search engines to display text, image and video ads on their website. Ads are served based on keywords or phrases. • There are many search engines and companies that provide this form of adver.sing model:
Budget What is it? Having enough budget is a crucial factor for running an effective campaign. Planning is critical to achieving targets. Knowing how much you have to spend will help you determine CPC, CPA ROI and forecast effectively. Why is it important? It can be easy to waste money by not considering keywords, copy landing pages in addition to budget planning. A campaign can be ineffective without enough budget e.g. Not enough visibility and therefore less traffic. Ultimately a tipping point will be reached when spending more will have no further benefit, this is managed by implementing a test and learn strategy based on spend Caps are put in place to control spend and ensure optimum visibility these can be daily/weekly etc Budgets need to be split between Search Engines in order to gain maximum reach or users Best Practices • Budgets can be reapportioned seasonally e.g. tax year end and tactically e.g. to integrate with other media • Review budgets on a regular basis (not annually), best practice is setting a month budget as this can be adjusted to reflect the current market
Keywords What is it? PPC is an auction-based environment is open for all. Auctions are based on keywords or sets of keywords – called campaigns or Ad Groups. Why is it important? While it’s important to cover both branded and generic keywords there are cost and complexity implications. Generic terms will cost more but will also drive more traffic; Branded keywords will convert better. It’s better to have a separate advert for each keyword group Best Practices • Monitor brand keyword bidding by competitors to ensure relevancy and coverage • Group keywords together to form ad groups • Use negative keywords to filter unwanted impressions e.g. ‘private Ryan’ • Test competitive keywords on broad, phrase exact match • Continually revise keywords
Copy What is it? Halifax Savings Accounts Copy is the call to action, short and concise and designed to induce the user to click through. The copy is most likely to work well when it, promote Pick Your Perfect Savings Account offers, deal rates, and be written as clearly as possible. With The UK’s No 1 For Savings Why is it important? Halifax.co.uk/Savings Poorly written copy will deter possible customers, reduce click through rates and therefore conversions. The message must be relevant to the page and product linked to. Best Practices • Use the brand in the heading Be cconcise Display URLline 1 2 Description Title • Make the message action orientated • Describe the product or service • Use an URL thatapplyusers who youengine • Character limits tells but vary • 25 characters including spacesfrom are • Test different creative • Has to be the actual domain for the as • The actual(Googlequery can both 35 to engine. search = 2 lines, be used • Optimise creative landing page characters. Yahoo Bing= keyword the header (called dynamic 1 line, 70 characters) increase relevancy and click- insertion) to Additional Practices • Start therate for thewith a verb to call out through sentence ad • Dynamic keyword insertion - Keyword appears in ad title and makes ad appear more relevant the call-to-action • Test various different call to actions
Landing Page What is it? The landing page is the entry point for new customers; it has to respond to the user query; has to be easy to use and well laid out; must not impede the user journey or disrupt the user experience. Why is it important? Search engine algorithms evaluate the landing page to calculate Quality Score, which can impact on cost and ranking position. Best Practices • Target adverts to specific keyword/product • Send to a relevant landing page and keywords are relevant to the search query
Consumer behaviour Eye Scan Study: Marketing Sherpa and Eve-tools performed a study to understand how searchers interact with search results According to the study, the majority of attention is given to the first 5 listings on the top left Lower positioned paid results on page one can also receive significant traffic on high impression keywords Source: MarketingSherpa and Eyetools Link Study, August 2005 Enquiro Search Engine Results : 2010 white paper August 2007
How paid and natural search work well together Google has commissioned a number of studies in partnership with Enquiro (a market research company) thatshows brand recall and purchase consideration is greater when appearing in the top paid and natural searchresults for generic queries. It is not surprising that recall is higher, when the brand displayed twice upon thepage. Non brand searches Brand searchesIn the right hand graph, Google study shows that for a branded query purchase consideration increases by 7%if you appear in both paid and natural.
Paid Natural integra.on natural search paid search number of words in search query
How to save money by integra.ng paid and natural search tac.cs 1. Analytics - Use the click stream data from Assisted Conversions to make sure all terms are on exact match and thus lower CPC. Use Site Intelligence data to refine mis-spells and lower CPC 2. Search Terms - Test a broad range of search terms in Paid Search and incorporate the good converters into Natural Search 3. Creative message – Test different creative in Paid Search and deploy the most successful and relevant as the meta description of the appropriate page for natural search 4. Quality Score – improve bid prices and positional visibility by optimising your landing pages to make them more relevant and conversion indusive 5. Budget - Priorities Natural Search strategies for certain search terms, to offset costs in competitive Paid Search markets. Alternatively, we can reinforce brand messages across both channels, or improve visibility in ‘hard to reach’ natural markets with tactical paid search activity
SEO Processes • Forecasting• Site Audit• Keyword Research• Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
• Forecasting• Site Audit• Keyword Research Forecas.ng • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
• Forecasting• Site Audit• Keyword Research SEO Audi.ng • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
SEO Audit Process Public access: • Xenu Link Sleuth – broken links • Screaming Frog – .tles 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 Access-‐based: • Google Webmaster Tools – keywords, posi.ons links
SEO Audit Technical Op.misa.on • Pages indexed by your Sitemap • Page layout • Pages indexed in Yahoo • Main Navigation • Footer links • Pages indexed in Bing • Main Menu layout • Pages crawled in Google • Redundant links• Page load time (ms) • Outbound links• Robots.txt • Image Optimisation• Custom 404 page • Alt Tags • Text in Images• Information architecture • General house keeping • URL Structure • Frames • HTML sitemap • Content inside unreadable web applications • XML sitemap • Multiple Domains • Video Sitemap • Sub Domains • International Domains• Duplicate content • SEO Domains • Canonical Linking • Old Domains • Deleting old pages • Duplicate Content? • 301 redirect • Cross linking? • 302 Redirects • Check source code for: • W3C compliance• IP location – DNS server • heavy amounts of code • GEO location • Multiple H1 tags or lack of H1’s • Shared server • Install Webmaster tools for; Google, Yahoo, Alexa and Bing.
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. Alternative practices: NA
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).
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 Insert client or domain to exclude non-relevant folders and files, such as support specific example files, CSS files, sensitive information. Validate each robots.txt file using analysis tool available in Google Sitemaps, or contact iCrossing for assistance. Alternative Practices: NA
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
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: Insert client or domain Implement user-agent detection to remove the session specific example ID’s for search engine visits. Alternative Practices: NA
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 to flatten the folder structure to visitors and search engines.
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 hnp://www2.victoriassecret.com/ and allow valuable keywords to be used in the URL. commerce/applica.on/prodDisplay/? Alternative practices: namespace=productDisplayorigin=onlineP Use valuable keywords in the name-value pairs roductDisplay.jspevent=displayprnbr=8U whenever possible and keep the quantity of pairs to no -‐220418page=1cgname=OSSHUDSSZZZ more than three. rfnbr=4782
Canonicaliza.on 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: Insert client or domain specific example 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 Viewed as the same by most search engines: method from the example above Use 301 Permanent redirects on the web server hnp://www.bankofamerica.com • Redirect the non-www homepage to the hnp://www.bankofamerica.com/index.cfm www version of the homepage Alternative practices: NA
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: Insert client or domain Avoid duplicate content issues by using unique copy specific example 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. Alternative practices: NA
Internal Link Op.miza.on 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: Refrain from using images, Flash, or non-static text when possible for linking
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 Home Page: www.saturn.com/saturn/Saturnindex.jsp 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 prominently linked from the home page.
Document Accessibility Factor: 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 60-90 days before removing from the site Alternative practices: n/a
• Forecasting• Site Audit• Keyword and Keyword Research Keyword Strategy Market Research • • Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
Keyword Market Research 5 Essen.al Ques.ons • What are your root keywords? • What are people actually searching for? • What is the size of your search market? • How compe..ve is each keyword? • What is the poten.al ROI for each keyword?
Keyword Market 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 ini.al search term list 4. Add in Google Webmaster Tools data 5. Conduct compe.tor research based on list from client 6. Conduct desk research on core products to expand list 7. Add in best performing search terms from analy.cs (traﬃc conversions) 8. Discard terms that are ranking well but not conver.ng 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 compe..on data 15. Use Google Traﬃc Es.mator if you need to to generate ﬁgures for the whole list as you can paste in more than 100 terms and it s.ll gives you seasonality data. 16. Run a ranking report in Raven Tools 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 arent overly compe..ve 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
• Forecasting• Site Audit• Keyword Strategy Keyword Research • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
What is a Keyword Strategy? • Final list of keywords approved by all company stake holders. • Contains: • Exact keywords organised by hierarchy • Projected traﬃc, sales and ROI • Bench mark of current keyword rankings
• Forecasting• Site Audit• Keyword Research Content Matrix • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
What is a Content Matrix? • Search engine op6mised “site map” structure • Contains: • All search engine visible pages of the site in hierarchal order • Matches each exis.ng page with “1” keyword from the keyword strategy* • NEW pages that must be created to target orphaned keywords • NEW URL structure (if required) • 301/302 redirect instruc.ons *There are some excep.ons to this rule.
Content Matrix Who will read/use this? • Tech or web team • Website designer • Web developer • User experience designer • SEO professional or agency • Marke.ng manager
• Forecasting• Site Audit• Keyword Research Content Brief • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
What is a Content Brief? • A clear instruc6onal document for copy writers. • Contains: • General SEO content wri.ng guidelines • Instruc.ons for wri.ng new pages for the site • Instruc.ons for wri.ng extra content for exis.ng pages • Detailed ideas of content and page sturcture
Content Brief Who will read/use this? • Copy writer • Web Designer • SEO professional or agency • Marke.ng manager
• Forecasting• Site Audit• Content Op.misa.on Keyword Research • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
Steps to Content Op.misa.on • Edi.ng content • Keyword/page analysis • Keyword density • Headers • Bold, underlined and emphasised keywords
Exercise - build your own page Set up your own page based on these keywords: -‐ ‘holidays’ -‐ ‘villa holidays’ -‐ ‘villa holidays in Tuscany’
• Forecasting• Site Audit• Crea.ng Meta Data Keyword Research • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
Meta Data Inventory • A clear instruc6onal document for copy writers. • Contains: • General SEO content wri.ng guidelines • Instruc.ons for wri.ng new pages for the site • Instruc.ons for wri.ng extra content for exis.ng pages • Detailed ideas of content and page sturcture
• Forecasting• Site Audit• Keyword Research Technical Brief • Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
What is a Technical Brief? • A clear instruc6onal document for the technical team. • Contains: • Detailed instruc.ons for ﬁxing or adding elements to the website required for search engines to easily crawl the site.
Technical Brief Who will read/use this? • Tech or web team • Website designer • Web developer • SEO professional or agency • Marke.ng manager
• Forecasting• Site Audit• Link Building and Keyword Research • Social Networking Keyword Strategy • Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
What is Link building • Web site and web page popularity • Quality relevant websites • Relevant anchor text
Domain Level Link Authority Features — Correlated Data
Safe link building techniques • Ar.cle adver.sing (Advertorials) • 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 • Wikipedia • LinkedIn • Leave reviews on review sites • Create an authority blog
Techniques to avoid • Building links too fast • Linking to banned or untrustworthy websites • Link exchanges • Using the wrong anchor text in links • Ar.cle Spinning • Using “Independent back link networks” • Site scraping and content repackaging • Phishing • Forum Spam • Blog Spam
• Forecasting• Site Audit• Keyword Research• Reporting and Measurement Keyword Strategy• Content Matrix• Content Brief• Content Optimisation• Meta Data Inventory• Technical Brief• Link Audit• Reporting
5 Things Website Owners would love to know • Is it working? • Is SEO really making a diﬀerence? • How many sales are we geyng? • How much traﬃc are we geyng? • Where are we ranked per keyword?
Make it Happen SEO Repor.ng doesn’t happen by accident. 1. Choose your keywords 2. Set your targets 3. Keep going un.l you succeed. 4. Then make your lis.ngs BETTER.
What have we learned? 5. Op.mise content but write for 1. Nail those on-‐page factors at the user ﬁrst – don’t over template level to force best op.mise prac.ce...What were they? 6. Meta descrip.ons are 2. Google’s algo is heavily link important but aren’t a ranking based so spend a factor propor.onate amount of .me here... What %? 7. Resolving technical issues is a 3. Focus on a mix of keywords big part of the banle (+ve -‐ve), crea.ve, and 8. Benchmark your keyword budget to make PPC work and rankings and focus on improving provide data for SEO strategy them 4. Research keywords with a 9. Monitor analy.cs to make pinch of salt but ﬁne tune sure your assump.ons are based on analy.cs correct
Thank you Contact Tim Aldiss Search Specialist Fortune Cookie (UK) Limited firstname.lastname@example.org Fortune Cookie www.fortunecookie.co.uk