Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads...

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Transcript of Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads...

Page 1: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine

Get Traffic!

Get Traffic!will be starting shortly

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Get Traffic!

Get Traffic!7 weeks to SEO success

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Get Traffic!

Who are we?

Justin Deaville

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Get Traffic!

Who are we?

Justin Deaville Owen Powis

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Get Traffic!

Also featuring ...

Julie McNamee

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Get Traffic!

Why is SEO so important?

Page 7: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine
Page 8: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine

Pay per click adsMore PPC ads

appearhere

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6% click on ads here ...

or here.

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Organicresults:

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Organicresults:

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42% click on the 1st result

Organicresults:

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42% 1st

2nd

3rd

4th

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42%

12%

9%

1st

2nd

3rd

6% 4th

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1st page clicks?

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1st page clicks?

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1st page clicks?

90%

* Percentages will vary by keyword

*

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1st position

10th position

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1,400%

1st position

10th position

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Get Traffic!

The next seven weeks

Today: SEO Foundations Webinars Videos

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Get Traffic!

Forthcoming webinars How To Create a Site Structure Google Will Love February 5th: (12pm, Eastern time; 5pm UK)

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Get Traffic!

Forthcoming webinars How To Create a Site Structure Google Will Love February 5th

How to Sell More of your Most Profitable Products February 26th

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Videos and webinar recordings

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Get Traffic!

SEO Foundations

Over to Owen

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SEO FoundationsThe easy* guide to SEO

* may be difficult

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What is SEO?

Marketing- SEO traditionally comes from the marketing budget- Has to fit with traditional marketing strategies

Web Development- Much of SEO is web development best practice- Often down to web developers to implement

Off Site

On Site

Search Engine Optimization

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How search engines work...

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How search engines work...

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From the web to you

- Crawling and Robots (How they find you)

- Indexing (How they store you)

- Query Processing (How they rank you)

Robots.txt => Sitemap => Crawl

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Crawling and Robots

The Internet

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Indexing and Query Processing

The Interwebs The Indexer

The Algorithm

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Core Aspects of SEO

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What is a Keyword?How search engines understand content

The terms used to search for content

Defined by its usage, not by its form

It’s usually not a single word

Head

Body

Tail

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What is a Keyword?

Head

Body

TailMotorcycleMotorcycle LessonsMotorcycle Lessons in London

How search engines understand content

The terms used to search for content

Defined by its usage, not by its form

It’s usually not a single word

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What is a Keyword?

Head

Body

Tail

How search engines understand content

The terms used to search for content

Defined by its usage, not by its form

It’s usually not a single word

SocksBlue SocksAlpaca Wool Blue Socks

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Motorcycle-lessons.co.uk

Cheap CBT Test

LondonBirminghamGlasgow

Cheap CBT Test [Modifier}Cheap CBT Test {London}

What is a Keyword?

Head

Body

Tail

How search engines understand content

The terms used to search for content

Defined by its usage, not by its form

It’s usually not a single word

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Keyword ResearchResearch- Search behavior- Finding keywords

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Keyword ResearchResearch- Search behavior- Finding keywords

Refine- Stop Words- Duplicate terms- Values

Refine

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Keyword ResearchResearch- Search behavior- Finding keywords

Refine- Stop Words- Duplicate terms- Values

Targeting- The Buying Cycle- Conversion rates

Refine

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Great, so what do I do with these keywords?

- Page Content

- Key Elements

- Link Building (anchor text)

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Title and Description Tags

These are both properties of the pages’ meta data

- Length

- Keywords

- Call to action

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Off Site SEO

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Indexing and Query Processing

The Interwebs The Indexer

The Algorithm

?? ???

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Indexing and Query Processing

The Interwebs The Indexer

The Algorithm

LINKS

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Link Building

What is it? Why do it?

Paid links - the reality

Where does it fit in to yourSEO strategy?

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Link BuildingWhat is it? Why do it?

Paid links - the reality

Where does it fit in to yourSEO strategy?

Examples of strategies...

• Content Marketing• Promotions• Competitions

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Social Media

Identify your audienceConnect with your audienceUnderstand your audience's needsEngage, don't broadcast

Brand and product awarenessMore sales/traffic channelsIncreased customer loyalty

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It's all marketing really

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Insight and Reporting

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What are theyHow do they work?Common metricsSEO strategies

Analytics

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What are theyHow do they work?Common metricsSEO strategies

Analytics

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RankingsWhy follow them? How often?

Fluctuations

Tracking the head of a term

Low-hanging fruit, goals and objectives

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Google Webmaster Tools

https://www.google.com/webmasters/tools/home?hl=en

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Get Traffic!

SEO process (new sites)1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring

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Get Traffic!

SEO process

1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring

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Get Traffic!

SEO process (existing sites)1. Monitoring 2. Keyword research3. Site structure4. Site content5. Link building and promotion

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Get Traffic!

Assumption: what works for Google ... Google market share:

US: >70%UK: >90% RedrawGoogle

YahooBing

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Assumption 2: keywords

Both are keywords

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Q&A

Over to you

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Reminders

Webinar dates

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Reminders

Webinar dates Next week: keyword research

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Reminders

Webinar dates Next week: keyword research Case studies

[email protected]

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Thanks for joining us!