Seo 101
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Transcript of Seo 101
• SEO or search engine optimisation is the process ofaffecting the visibility of a website or a web pagewithin a search engines natural or organic searchresults
• In short, the higher in Google you are, the morevisits you will receive
• This is done using off and onsite techniques
• 90% of all internet session begin with a Searchquery
• Google currently has the greatest market share overother search engines
• Position 10 on Google will get you more traffic thanposition 1 on Yahoo
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WHAT IS SEO?
77%
12.67%
3.04%
2.78% 1.92% 2.59%
UK Search Engine Market Share
Google.co.uk
Google.com
Bing.com
Yahoo UKSearch
Search.Yahoo
Other
• Paid search results shown in red
• Organic listings in green
• Paid search results cover the majority of a search results page
• These make Google $$$
• Paid search will gain more visits quickly at a cost
• Organic search will take longer but ROI is higher as there is costs involved to Google
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PAID VS ORGANIC SEARCH
• Why is keyword research important?
• These are the words / phrases which connect people to your content using a search engine
• What is your site about?
• How would you find out what your site is about if you had to?
• Lots of tools to help you expand your keywords
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KEYWORDS
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RANKINGS
Rankings are essential to SEO as these drive traffic to your website. There are 200+ factors which feature in
Google’s algorithm to determine rankings!
ContentDomain
AgeServer
LocationURL
StructureInternal Linking
In & Outbound
Linking
Sitemaps &
Robots.txt
Page Load Speed
• When Google’s search bots are crawling your site they are looking for vital information about the pages on your website
• They want to know what your page is about
• We have to send signals within the sites HTML so they can index pages for your selected keywords
• We can help webcrawlers by adding some information to the site such as:
• Robots.txt
• Sitemap.xml
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OPTIMISING A WEBPAGE – CRAWLING A SITE
• Using your chosen keywords there are three places it should be included within the:
• Title tag
• Pages URL
• H1 tag
• Body Copy
• The example shows that the page is optimising for the phrase ‘wine book club’
• Each page should also include a meta description
• Doesn’t affect rankings but is a selling point to the page within search results page
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OPTIMISING A WEBPAGE – THE FUNDAMENTALS
• Beyond the fundamental elements of onsite optimisation other factors will should come into play:
• User experience
• Navigation, design, page render speed
• Unique content
• Page usefulness, cool video, images
• Accessible to search engine bots
• Static urls, JavaScript links
• Built for sharing
• Descriptive URLs, sharing buttons
• Mark up implemented for meta data, schema and rich snippets
• Hreflang, schema mark-up
• Multi device
• Compatible for every browser
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OPTIMISING A WEBPAGE – ADDITIONAL ELEMENTS
Image Credit: //moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
• Panda first introduced in February 2011
• Introduced and sought to lower rankings of sites which had:
• Duplicate content
• Thin Content [low code to text ratio]
• This update was thought to have affected 12% of all search queries
• Enforces need for websites to have highly relevant [and unique] content for users
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GOOGLE ALGORITHM UPDATES – PANDA
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LINK BUILDING – OLD PRACTICES & METHODS
Comment Spam
Content Scraping
Link Farms
Exact Match Anchor Text
Directories
Keyword Stuffing In the past SEO’s used a number of link
acquisition methods referred to as black and grey hat [think cowboy films] in order to ‘game’ the search rankings
• Penguin was a link based algorithm update
• This update was first updated in April 2012 and continues to roll out
• Focussed upon links acquired which went against Google Webmaster Guidelines
• In short, people who were manipulating the number of links pointing to pages to game the rankings
• Link building which was acceptable 5 years ago is now a ‘black hat’ practices and will be penalised
• This means as marketers we need to be smarter and EARN links rather than BUILD links for clients
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GOOGLE ALGORITHM UPDATES – PENGUIN
• Content is now more important than ever
• Creation of resources [or linkable assets] is key to creating a successful SEO campaign
• Creating and hosting these assets on site also helps avoid any issues with aforementioned Panda updates
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SEO OFFSITE STRATEGY