London Bloggers Meetup: Search Engine Optimisation Edition - slides

SEO for Blogging

Ranking in search from the perspective of the engines.

Yiannis Pelekanos Marketing TechnologistKlaxon

95% of Google revenue comes from adverts.Or about $50 billon.

1. Speed2. User experience3. Authority and Trust

Speed Speed

5

User Experience

6

Speed Authority & Trust

@yiannipelekanoswww.klaxonmarketing.co.ukyiannispelekanos@klaxonmarketing.co.uk

mailto:[email protected]

You can also read our blog for more ideas and advice on seo

www.klaxonmarketing.co.uk/our-blog

http://www.klaxonmarketing.co.uk/our-blog

Charlotte GunnellSEO Manager at Metro.co.uk

@cavatica_copywww.cavatica.co.uk

Three things to start with:

● Links for SEO aren’t dead.● Guest blogging is not dead.● Social shares do not count towards Google rank.

(We want these for exposure - not for ranking)

There is no magic secret - sorry :(

@cavatica_copy

Links do help ranking, but...

● Never do guest posting just to get links.● Do it for exposure and contacts instead.● Proportions - the more people you reach, the more

chance you have of getting links.● Think long-term (and enjoy yourself).

@cavatica_copy

‘The objective is not to “make your links appear natural”; the objective is that

your links are natural.’

Matt Cutts, Head of Google’s Webspam team

@cavatica_copy

How to ‘do’ SEO in 2014:

Everything comes from your obsession.

1. Always having something to say(= more content = authority = ranking)

@cavatica_copy



2. Conversation(= comments)

@cavatica_copy



3. Community/engagement(= shares)

@cavatica_copy



4. Contacts/following(= guest posts)

@cavatica_copy



5. Exposure/brand-building(= links)

@cavatica_copy

How to impress bigger blogs: ● File copy while subject is still newsworthy. ● Write fantastic headlines - attract the editor’s attention.● Being interesting is only 40% of the work.● Be polite – don’t forget people are busy.● Roll with the punches and you’ll be hired again.● Don’t be afraid to go into detail.

@cavatica_copy

Where to get ideas and keywords from:

● Social (questions/conversations)● Topsy.com● Keywordtool.io● Bigger sites - news and other people’s opinions

Never settle - take it one step further.

@cavatica_copy

Useful SEO blogs:

● Moz.com● Search Engine Roundtable● Search Engine Land● Kate Toon’s copywriting blog

@cavatica_copy

Thanks for listening!

@cavatica_copy

© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate

Core SEO E lements & Wordpress P lug ins To Use


➡ Got on the Internet in 1986 at my school lab

➡ Working online with search since 1996

➡ Paid & Natural Search plus social media

➡ Worked in-house within e-Commerce, Publishing & High Tech

➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin.com, Family Search, Amadeus, AMD, AmEx , TotalJobs & more

➡ Chosen as a founding Modern Muse, contributed to “Pimp My Site”, judge of the UK & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run MostlyAboutChocolate.com

➡ Teach the Econsultancy courses on Paid Search & Advances On-Page SEO

am IWhoObligatory slide !

Judith Lewis Digital Consultant

@MostlyAboutChoc@JudithLewis


Natural search – SEO factors

Around 200 factors contribute to the ranking of a webpage or a website.

These 200 factors can be broadly categorised as:

ContentArchitecture Popularity/Links



Ranking Factors



Developments in on-page SEO

Traditional techniques still bestKeyword research & mapping – know who you are writing for & what they are looking forComputer-friendly on and off-page assets to help search engines rank you over spamLower importance on title tag but it is why people will choose to read your blogMyth of optimal density - as long as you have mentioned a keyword you could rank for it

Site architecture & load time will helP you beat the spammers & other bloggersFresh & unique content boost



Developments in off-page SEO

Increasing importance of social footprint – Don’t ignore Facebook!Continued importance of links

Link profile changesFocus on naturalBrand links = brand boost = Getting rid of SPAMMERS!

Bad link penalty so play it safe & don’t sell linksLink schemes, link farms, link networks – just say NO!



“Hummingbird — Google says — is a new engine built on both existing and new parts”

http://kathycatworld.blogspot.co.uk/2012/04/oh-my-lifehummingbirds.html

Hummingbird

Whole new engine to the search carMaintains Penguin, Panda, Caffeine, et alConversational SearchSemantic relevancyEven faster resultsAt same time as (not provided) results increased but not part of algorithm



“designed to reduce rankings for low quality sites”

http://fc05.deviantart.net/fs17/f/2007/210/f/8/Dead_Panda_by_Nocty.jpg

Panda

Originally not algorithmicContent-basedOriginal contentUpdated regularlySubstantialNo cheating or shortcuts



“designed to punish pages that have been spamming Google”

http://www.zastavki.com/pictures/1920x1200/2012/Creative_Wallpaper_Happy_Penguin_035134_.jpg

Penguin

Links devaluedRemoved huge numbers of spammy link farms, article syndication sites and related poor quality link sites Algorithmic updateKeyword stuffing - don’tLink schemes - don’tCloaking, “sneaky” redirects

or ‘doorway” pages - don’tPurposeful duplicate content - also Panda issue



Wordpress Plugins & Tips

Stuff I use & you might want to as well


Yoast.com



Yoast’s SEO Plugin



Copy Protection



http://www.searchenginepeople.com/blog/the-ultimate-hacker-prevention-guide.html

The Ultimate Hacker Prevention Guide


Twitter: @JudithLewis@MostlyAboutChoc

LinkedIn: http://uk.linkedin.com/in/judithlewisGoogle+: https://plus.google.com/117564004595435401158/Web: http://www.decabbit.comBlog: http://MostlyAboutChocolate.comSEO Blog: http://www.SEO-Chicks.comHuffPost: http://www.huffingtonpost.co.uk/judith-lewis

...and the list goes on

You Can Stalk Me Online


THANK YOU FOR YOUR T IME

[email protected] 41


How PageRank Works... Sort of (the math is wrong in this example but is used for simplicity)



How Links Work

Every link has a valueThe bigger the circle, the more value/authority the page hasThe arrows are linksThe more links leading out from a page, the less value they pass onBlogroll links are not good


London Bloggers Meetup: Search Engine Optimisation Edition - slides

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Transcript of London Bloggers Meetup: Search Engine Optimisation Edition - slides