DMI Webinar Series - SEO Audits (Part 3 of 3)

DMI Webinar Series 2014

Topic 1: SEO AUDITS - a 3 Part Guide Part 3 – Prioritise, Plan & Implement Duration: 45 minutes

!Date/Time: September 17th, 2014 @ 1PM GMT

Presenter: Livia Henderson, DMI Tutor & Academic Liaison

Questions can be asked during the webinar but will be answered at the end. All questions will be added to an FAQ document within 24 hours of broadcast and linked from the event page.

Agenda13:00 to 13:45 GMT

Copyright © Digital Marketing Institute 2014

13:00 - 13:05 Welcome Review of Part 2!!13:05 - 13:15 Prioritise the fixes!!13:15 - 13:20 Plan - Time & Resources!!13:20 - 13:40 Implementation! !!!

!

REVIEW OF PART 2

What to Analyse for SEO Audits

3rd Party Tools

Monitor & Evaluate Results

Create Audit Templates

!

PART 3

Prioritise SEO Tasks

Schedule Implementation

- SEO Yoast Live Demo -

SEO - Prioritise !

what to do first and in what order?

Simple Fixes - Webmaster Tools

!!

If your site it not set up with a Webmaster Tools Account - organise it as soon as possible (Google & Bing) see part 1 for more info!

Simple Fixes - Google Analytics or Equivalent

!If you have a website, you need to be gathering statistics on visitors to

your sites that it can help you to device more relevant and engaging content for your users demographic. Essential for SEO research and

developing action items.!

Simple Fixes - Google Business Centre

!!

If you have a website, you want to be seen and found in Google.!Get on the Map, Set up Google+, Connect Your Website and Link your other Google Accounts (like Email, YouTube, AdWords, Analytics etc..)!

Simple Fixes - Titles & Meta Tags & URLs

!!

Titles (50-60 char) and Meta Descriptions (150-160 char) need to be relevant, unique and include keywords you want to rank in search for.!

<title> [Insert Keyword] - Optimise Every Page Title</title> <meta name="robots" content="index, follow" /> <meta name="description" content=“Write a relevant, unique, compelling description for every page - describe your page content and include your keyword/s ” /> <meta name="author" content="" />

Good URL structure!http://www.games.com/reviews/xbox/!!Bad URL Structure!http://www.favouritevideogames.com/category/145id?=xbox!

http://www.games.com/reviews/xbox/

http://www.favouritevideogames.com/category/145id?=xbox

Simple Fixes - Titles & Meta Tags

!!

Use a Tools like Google Webmaster Tools or Screaming Frog will do the crawling for you, but you will need to fix each one manually…!

Simple Fixes - Page Headings & Images

!Use a Tools Screaming Frog to check this for you, then you will need to manage the updates manually. Prioritise top-level pages first, then 2nd-

level, etc. One H1 per page and then H2s and H3s…!

Simple - Titles & Meta Tags - YOAST

!!

If your website runs on WordPress you can use a plugin called Yoast to manage on-site SEO. It has been downloaded nearly 13 million times.!

!!

Optimise your post title and meta description, using the

snippet preview functionality to see what it would look like in

Google. !!

Add a focus keyword, which is used to show you how it would bold in your search results, and you have the chance to control everything you want about your

listing in Google.

Simple Fixes - Titles & Meta Tags - YOAST

!!

The Page Analysis Tab will give you an overview of how well you are optimising the current page. You want lots of green, minimal yellow and orange and rarely red.


!!

The Page Analysis Tab will give you an overview of how well you are optimising the current page. You want lots of green, minimal yellow and orange and rarely red.

Simple Fixes - Titles & Meta Tags - YOAST

!!

Social SEO

Simple Fixes - Social SEO - YOAST

!!

Social Meta Tags: Facebook Open Graph!Review how it works for your site at https://developers.facebook.com/tools/debug!

https://developers.facebook.com/tools/debug


!!

Social Meta Tags: Twitter Cards


!!

Social Meta Tags: Twitter Cards!After set-up you must request approval from Twitter to activate!

https://cards-dev.twitter.com/validator!

https://cards-dev.twitter.com/validator


!!

Social Meta Tags: Twitter Cards!View the Card Types and Documentation at!

https://dev.twitter.com/cards/!!

https://dev.twitter.com/cards/


!!

Social Meta Tags: Google+ Sharing

Bigger Fixes - Page Content

!!

http://moz.com/learn/seo/on-page-factors

• UNIQUE!• RELEVANT - answer searchers queries!• INFORMATIVE!• HAVE DEPTH!• BE TOPICAL!• UP TO DATE!• LENGTH!• TOPIC!• KEYWORDS!• LAYOUT & STRUCTURE


Bigger Fixes - Page Content

!!


An Ideally Optimized Web Page should do all of the following:!!• Be hyper-relevant to a specific topic (usually a product or single

object)!• Include subject in title tag!• Include subject in URL!• Include subject in image alt text!• Specify subject several times throughout text content!

• Provide unique content about a given subject!• Link back to its category page!• Link back to its subcategory page (If applicable)!• Link back to its homepage (normally accomplished with an image link

showing the website logo on the top left of a page)


Bigger Fixes - Site Errors, Structural Issues

!!


Fix any errors identified in Google Webmaster Tools!these can range from one bad link, to bad navigation that needs to be re-built from the ground up.!!Check your Site Load Speed !and try to make it faster you will need technical assistance from your web developer for this!!Internal Links!!Domain/Hosting !!


Long Game - Build Authority Online

!!


Inbound Links!get relevant or related websites to link to you!!Social Word of Mouth !get people talking about you online - but first you must make it east for people to share your content, and view you on all social platforms, devices etc. Example: if someone shares your link in Facbook and it’s opened via the mobile phone app, will it work well?!!Longevity!On the web, the longer you’ve been around, the more SEO street creed you’ve earned!!Consistency/Constant Improvement & User Consideration!!


Long Game - Beat the Competition

!!


Increase Page Rank slowly over time - no quick fixes!!!Increase distribution of your unique content across the internet!!Do something differently, how will you stand out from the crowd?!!If your site is large, use the Data Highlighter Tool!!Complement with AdWords or Display Ads during peak times!!Consistency, but tailor your content for different channels!!Social Listening and SEO Monitoring


SEO - Planning/Schedule !

who, how long, how much?

The Simple FixesTASK WHO HOW LONG COST

Webmaster Tools Website Admin or Business Owner

5 min set-up.!Then check it every week/month

Free to use.!Need SEO skill to master and monitor.

Analytics Website Admin or Business Owner

5-10 min set up!Check as needed

Free to use.!Need SEO skill to use effectively

Google Business Centre

Business Owner Link Accounts as they are created. 5-10 mins for each.

Free to use. One time set-up, check in often to monitor

Title Tags & Meta Business Owner & SEO Admin

To do well, allocate at least 30mins per page - this includes keyword research

FREE and Easy if you use a tool like Yoast. Very time-consuming on large sites. Consider outsourcing.

URLs If new content: the business owner!If existing content: Web Admin

FAST: Optimised URLS should be done at page creation. !SLOW: Otherwise you need to set up redirects, etc and it’s technical..

FREE if done from the outset.!Costly if fixing existing URLs

Page Headings & Image Alts

Business Owner or SEO Admin

This is really optimisation of page content and to do well approx 15mins per page

FREE and Easy if you have a good CMS. But is time-consuming on large sites.

Further Reading: http://moz.com/blog/seo-pricing-costs-of-services!

http://moz.com/blog/seo-pricing-costs-of-services

The Bigger FixesTASK WHO HOW LONG COST

Page Content Start with Business Owner and then get a Copywriter or Content Marketeer to do optimisation for you. !Consider a Social Media Expert also.

Anything from 1 hour to 1 week per page - includes copy for images, brochures and all media on our site.!!Good content and copy takes time and research to have impact. !You should plan to allocate a dedicated person to this role.

Good content should not be cheap! You get what you pay for.!Expect to pay from €50 to €150 hour or from €750 per project, depending on the writers experience and skill

Site Errors, Structural Changes

Website Admin or Developer

Weeks, Months and sometimes Years…!Depending on the level of upgrade needed, you may need to develop a new site alongside your existing site until errors are fixed. Needs lots of technical web skill

Expensive and costly but worth it in the long term.!If your site design, navigation and structure is preventing site visits, a revamp is crucial.!From €750 to €100,000



The Long GameTASK WHO HOW LONG COST

Build Authority Online

Combined and integrated efforts of the whole business: soe expert, web admin, marketing and lead generation plus social media managers

Building Authority and Trust online is a constant that you should strive for.!There is no quick fix, but in general the longer you implement an integrated SEO strategy the better.!!Building your site is only the 1st step.!Building and maintaining a reputation online takes much more effort

Priceless.!!It’s the result of a combination of effort.!No 1 quick fix.!!This is a long-term goal.!Look after the details and the big picture will develop by itself.!

Beating the competition

SEO Admin and Business Owner

You have to be constantly monitoring your page rank, against your competitors to be able to know if your SEO is delivering results here.!You mights see changes within a few days, but in a highly competitive search category it may take months or years to out rank your competition

The major cost here is time. !Create reports weekly or monthly to benchmark your rankings. !Concentrate on the home page first and then the sub-pages.



!

Implementation !

Live Demo of YOAST in WordPress

DMI Webinar Series - SEO Audits (Part 3 of 3)

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Transcript of DMI Webinar Series - SEO Audits (Part 3 of 3)