Spanning The Globe With Search


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Spanning The Globe With Search

  1. 1. 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,, 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: My blog: My hobby site: On Twitter: Linkedin: Facebook:
  2. 2. Agenda  •  Introduc.on  to  SEO  and  PPC    •  Keyword  and  Market  Research  •  Keyword  Strategy    •  Content  Matrix    •  Content  crea.on    •  Content  Op.misa.on    •  Meta  Data    •  Link  Building    •  SEO  performance  Monitoring    
  3. 3. Introduc.on  to  SEO  and  PPC  
  4. 4. 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
  5. 5. 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
  6. 6. BENEFITS OF SEO• Unlimited Traffic• Targeted visitors• High converting referrals• Brand awareness• Web site exposure• Fixed limited costs
  7. 7. BENEFITS OF PPC• Immediate Results• Highly targeted visitors• High converting clients• Brand awareness• Web site exposure• Virtually unlimited costs
  8. 8. Inside Google’s Algorithm
  9. 9. History  of  
  10. 10. Behind  the  scenes  at  Google  (these  days)   link
  11. 11. The  2011  Algorithm  
  12. 12. What is SEO made up of?
  13. 13. 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  
  14. 14. What  is  natural  search  made  up  of  On-site factors Page Titles - 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  
  15. 15. Exercise  –  on  page  factors  Bold text Image alt tags Meta description Hyperlinks Body copy Page title Headings/sub headings Meta keywords
  16. 16. 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  
  17. 17. Natural Search best practices
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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”
  22. 22. 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
  23. 23. 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
  24. 24. Paid Search best practices
  25. 25. 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:  
  26. 26. 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
  27. 27. 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
  28. 28. 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? 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
  29. 29. 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
  30. 30. How natural and paid search work together
  31. 31. 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
  32. 32. 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.
  33. 33. Paid    Natural  integra.on   natural  search   paid  search   number of words in search query
  34. 34. How  to  save  money  by  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
  35. 35. Processes
  36. 36. SEO  Processes  •  Forecasting•  Site Audit•  Keyword Research•  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  37. 37. •  Forecasting•  Site Audit•  Keyword Research  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  38. 38. •  Forecasting•  Site Audit•  Keyword Research SEO  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  39. 39. 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  
  40. 40. 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.
  41. 41. 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
  42. 42. Javascript  Naviga.on   Factor: 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. Naviga6on  is   removed  with   Javascript  disabled.  
  43. 43. Websites  in  Flash   Factor: Valuable website content is implemented using Flash technology. For reference, see 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 (
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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.
  49. 49. 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:// 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  
  50. 50. 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 on other pages within the site, always use this method •  When requesting links from other sites, always point to 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://     •  Redirect the non-www homepage to the    hnp://   www version of the homepage Alternative practices: NA
  51. 51. 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
  52. 52. 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
  53. 53. 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: 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.
  54. 54. 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
  55. 55. Excessive  On-­‐page   Factor: 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.
  56. 56. Break
  57. 57. SEO  Moz  Introduc.on  to  SEO   link
  58. 58. •  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
  59. 59. Domain  Level  Keyword  Usage    
  60. 60. Keyword    Market  Research     5  Ques.ons  •  What  are  your  root  keywords?  •  What  are  people  actually  searching  for?  •  What  is  the  size  of  your  search  market?  •  How  is  each  keyword?  •  What  is  the  ROI  for  each  keyword?  
  61. 61. 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  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  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  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   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  
  62. 62. •  Forecasting•  Site Audit•  Keyword  Strategy Keyword Research  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  63. 63. Page  Level  Keyword  Usage  
  64. 64. 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  
  65. 65. •  Forecasting•  Site Audit•  Keyword Research Content  Matrix  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  66. 66. 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  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.  
  67. 67. Content  Matrix    Who  will  read/use  this?  •  Tech  or  web  team   •  Website  designer   •  Web  developer   •  User  experience  designer  •  SEO  professional  or  agency  •  manager  
  68. 68. •  Forecasting•  Site Audit•  Keyword Research Content  Brief  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  69. 69. What  is  a  Content  Brief?  •  A  clear  instruc6onal  document  for  copy  writers.  •  Contains:   •  General  SEO  content  guidelines   •  Instruc.ons  for  new  pages  for  the  site   •  Instruc.ons  for  extra  content  for  pages   •  Detailed  ideas  of  content  and  page  sturcture    
  70. 70. Content  Brief    Who  will  read/use  this?  •  Copy  writer  •  Web  Designer  •  SEO  professional  or  agency  •  manager  
  71. 71. •  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
  72. 72. Steps  to  Content  Op.misa.on  •  content  •  Keyword/page  analysis  •  Keyword  density    •  Headers  •  Bold,  underlined  and  emphasised  keywords  
  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. •  Forecasting•  Site Audit•  Meta  Data Keyword Research  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  75. 75. Meta  Data  Inventory  •  A  clear  instruc6onal  document  for  copy  writers.  •  Contains:   •  General  SEO  content  guidelines   •  Instruc.ons  for  new  pages  for  the  site   •  Instruc.ons  for  extra  content  for  pages   •  Detailed  ideas  of  content  and  page  sturcture    
  76. 76. •  Forecasting•  Site Audit•  Keyword Research Technical  Brief  •  Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  77. 77. 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.  
  78. 78. Technical  Brief    Who  will  read/use  this?  •  Tech  or  web  team   •  Website  designer   •  Web  developer  •  SEO  professional  or  agency  •  manager  
  79. 79. •  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
  80. 80. What  is  Link  building  •  Web  site  and  web  page  popularity  •  Quality  relevant  websites  •  Relevant  anchor  text  
  81. 81. Domain  Level  Link  Authority  Features  —  Correlated  Data  
  82. 82. Page  Level  Link  Authority    
  83. 83. 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  
  84. 84. Safe  link  building  techniques  
  85. 85. 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  
  86. 86. •  Forecasting•  Site Audit•  Keyword Research•  Reporting and Measurement Keyword Strategy•  Content Matrix•  Content Brief•  Content Optimisation•  Meta Data Inventory•  Technical Brief•  Link Audit•  Reporting
  87. 87. 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?  
  88. 88. Make  it  Happen  SEO  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.  
  89. 89. The  Future  of  Search    
  90. 90. 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),,    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  
  91. 91. Thank  you  Contact Tim Aldiss Search Specialist Fortune Cookie (UK) Limited Fortune Cookie