Search Engine Optimisation
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#SEO @MrJonPayne #SEO @MrJonPayne
Transcript of Search Engine Optimisation
#SEO @MrJonPayne
#SEO
@MrJonPayne
#SEO @MrJonPayne
PLAN
Intro Links Content Architecture Techie Stuff
BrianForbes
#SEO @MrJonPayne
HOWDY
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
@MrJonPayne
TRUSTED
The biggest local players in the public sector, the biggest local brands and our peers
#SEO
#SEO @MrJonPayne
RESPECTED
For campaigns that innovatively lever search, video, Facebook, Twitter and Google+
#SEO
@MrJonPayne
CANDID
We freely give away the basics. This stops our ‘competitors’ ripping people off.
#SEO
@MrJonPayne
STUPID
Disruption is transformative#SEO
@MrJonPayne
TESTED
Top shows all non PPC traffic from month 1. Bottom just that from Universal Search
#SEO
#SEO @MrJonPayne
YOU?
2 minutes max
Name – Job – Company
“Today, I’d like to go away with…”
BrianForbes
#SEO @MrJonPayne
DIGITAL MARKETING…
visitor acquisition
visitor behaviour
visitor outcome
#SEO @MrJonPayne
N00B?
• Sign up for Google Analytics
• Install Google Analytics on EVERY PAGE OF your website
• Set up Goals
http://www.google.com/analytics/
#SEO @MrJonPayne
SEO
PARTICULARLY, GOOGLE
#SEO @MrJonPaynewww.youtube.com/watch?v=BNHR6IQJGZs
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NO 1 ON GOOGLE ISN’T THE
GOAL
Google in 2001 isn’t the same as now
#SEO @MrJonPayneThe singularity! Almost. Things not strings.
#SEO @MrJonPayneWhere’s your number one? NOT EVEN ANY ADS!
#SEO @MrJonPayneThe singularity cometh. But in the meantime
#SEO @MrJonPaynehttps://www.youtube.com/watch?v=mmQl6VGvX-c
#SEO @MrJonPayne
PLAN
Intro Links Content Architecture Techie Stuff
#SEO @MrJonPayne
THE (ANNOYING)
IMPORTANCE OF LINKS
They’re how spiders crawl the web
#SEO @MrJonPayneMatt talked about links. A link is something that you click / press on a page which then fires off an event.
#SEO @MrJonPayneYour logo is a link, right? RIGHT?
#SEO @MrJonPayneYour logo is a link, right? RIGHT?
#SEO @MrJonPayne
INTERNAL LINKS
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b
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EXTERNAL LINKS
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b
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INBOUND LINKS
More inbound links is good then, right?
www.yoursite.com/page-a
www.anothersite.com/page-b
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INBOUND LINKS
GOOD – ONLY AS LONG AS THE OTHER SITE IS TRUSTWORTHY
www.yoursite.com/page-a
www.anothersite.com/page-b
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RECIPROCAL LINKS
Beloved of ‘SEO’ companies, but think of the Knowledge Graph Unless there is a demonstrable ‘real world’ partnership it’s risky
www.yoursite.com/page-a
www.anothersite.com/page-b
#SEO @MrJonPayne
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority
Your site
BBClots of links to it, so it has lots of
authority
Local Chamber of Commerce
Few people link to it, but those that do are
trustworthyLink Farm
Loads of links to it, but mainly reciprocal and
quite a few questionable
links
#SEO @MrJonPayne
LINKS PASS AUTHORITY
A diverse, relevant and growing set of linking websites is best
Your site
BBC
Local blog
Business partner
Local press
Trade magazine
Local Chamber of Commerce
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DON’T WASTE HOMEPAGE LINKS
Don’t waste that strength on privacy policy, terms and conditionsand your web designer
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
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CULTIVATE INBOUND LINKS TO
IMPORTANT PAGES
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b
#SEO @MrJonPayne
KEEP IT NATURAL
http://magesticseo.com
#WTF??Is this reflectedon news sites, social media,
search volumes?
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HOW DO I GET MORE
LINKS TO MY SITE?
You tell me.
#SEO @MrJonPayneNEVER BUY LINKS! If someone tells you they’re a master od the dark arts of SEO, they’re not.
WHO LINKS
TO YOUR
COMPETITORS?
#SEO @MrJonPaynehttps://moz.com/researchtools/ose/ Apply some common sense to
these results and think – why should these sites link to mine?
#SEO @MrJonPayne
GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL*
• Why not start your own blog?
Ignore social bookmarking if you’re not already using it
*In Real Life
#SEO @MrJonPayne
GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL
• Why not start your own blog?
Query Deserves Freshness!
#SEO @MrJonPayne
PLAN
Intro Links Content Architecture Techie Stuff
#SEO @MrJonPayne
GOOGLE READS ALL
YOUR CONTENT
As with links, quality and relevance are key
#SEO @MrJonPayneExercise – What can Google use as trust indicators?
#SEO @MrJonPayneContext… does this make sense as something that cures
toothache?
#SEO @MrJonPayneName Address Phone number – are these referenced elsewhere
on the web, in context, by reputable sources?
#SEO @MrJonPayneQuery Deserves Freshness (QDF)
#SEO @MrJonPayneIs this image useful to help me organise the universe
HOW
CAN
DETERMINE
RELEVANCE?
NOT IMAGES
CODE + TEXT
ACCESSIBLE
GOOD UX
ALL IMAGE
TERRIBLE UX
NOT
ACCESSIBLE
#SEO @MrJonPayne
AN ACCESSIBLE
WEBSITE MAKES THE
WEB A BETTER PLACE
FOR EVERYONE
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PLAN
Intro Links Content Architecture Techie Stuff
HOW
DOES
DETERMINE
RELEVANCE?
#SEO @MrJonPaynehttp://www.noisylittlemonkey.com/making-your-online-campaigns-
stick/
KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
#SEO @MrJonPaynehttp://wordpress.org/http://yoast.com/wordpress/seo/
GET A RESPONSIVE SITE
DOMAIN
LEVEL
INDICATORS
#SEO @MrJonPayneDoes the domain match the search?
SEARCH
TERMS IN
FILE PATH
#SEO @MrJonPayneHow closely does the URL match the query?
SEARCH
TERMS IN
PAGE TITLE
#SEO @MrJonPayneGoogle will truncate long page titles, so test here:
http://www.seomofo.com/snippet-optimizer.html Not for prudes.
SEARCH
TERMS IN
PAGE TITLE
#SEO @MrJonPayneLooks a bit repetitive, but it’s OK.
SEARCH
TERMS IN ALT
TEXT
#SEO @MrJonPayne2-4 words, actually describe the image… this is for blind people.
Ideally use an image which works for SEO & illustration
SEARCH
TERMS IN
HEADLINE 1,
H2, H3…
#SEO @MrJonPayneDON’T have this as ‘welcome to…’ or even worse an image!
SEARCH
TERMS &
SYNONYMS
IN BODY
COPY
#SEO @MrJonPayneWrite about what you know and this will happen naturally
META
STUFF
#SEO @MrJonPayneMeta Description – doesn’t help rank, but should attract the click
Ignore meta keywords…your web dev is an idiot.
#SEO @MrJonPayne
SO – YOUR PAGE
HAS ALL THE SEOs
I ARE SAD CUZ
I
DON’T
NO
HOW
PEOPLES
SEARCH
Compare volumes… ignore the numbers
GOOGLE TRENDS!
#SEO @MrJonPaynehttp://www.google.com/trends/
I ARE HAPPY
AIM LOW
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com
#SEO @MrJonPayne
PLAN
Intro Links Content Architecture Techie Stuff
I AM THE MASTER NOW
#SEO @MrJonPayne
WEBMASTER TOOLS
• GOOGLE & BING WANT TO HELP YOU. SIGN UP!
• Sign up in YOUR name (not your web developer’s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself• If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
www.google.com/webmasters/ & www.bing.com/toolbox/webmaster
#SEO @MrJonPayne
ENGAGE
ON GOOGLE+
#SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps
#SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
#SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search rankings too
Example posts…
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• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell
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