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SEO - Pierce Communications Digital Breakfast Session 02 October 2013
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Transcript of SEO - Pierce Communications Digital Breakfast Session 02 October 2013
Copyright. All Rights Reserved Pierce Communications. 2013 Copyright. All Rights Reserved Pierce Communications. 2013
SEO Digital Breakfast Briefing 02 October 2013
Copyright. All Rights Reserved Pierce Communications. 2013
Agenda
1. What is SEO in 2013?
2. SEO Strategy:
a. Keyword Research & Competitive Analysis
b. On-site Optimisation
c. Content Strategy
d. Outreach Linkbuilding
3. Future-proofing your SEO
Copyright. All Rights Reserved Pierce Communications. 2013
SEO over the years
• Old-school SEO:
<meta name=“keywords” content=“diamonds,
diamond jewellery, diamond rings, diamond
engagement rings, diamond earrings, wedding
rings, diamond wedding rings, eternity rings,
platinum rings, ... ”>
Copyright. All Rights Reserved Pierce Communications. 2013
Google changed the game
Link graph
Copyright. All Rights Reserved Pierce Communications. 2013
Google Search is about two things:
1. Relevance;
The right keywords in the right places.
2. Authority;
Links as citations; the more the better.
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But things got messy…
• SEO spammers caught on
• Links got cheap
• Search results worsened
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Google’s monochrome animal updates
Google Panda
February 2011
Intended to fight low quality websites & thin content
Google Penguin
April 2012
Targeting over-optimisation & link spam
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As a result…
• SEO in 2013 is a lot of hard work;
No more shortcuts
‘Earned’ links
Quality content (and lots of it)
Technical SEO
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What does a SEO Strategy look like?
Keyword Research & Competitive Analysis
On-site Optimisation
Content Strategy
Outreach Linkbuilding
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Keyword Research & Competitive Analysis
1. What search terms do we want to rank for?
2. Who are ranking for these searches at the moment?
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Google Keyword Planner Keyword Global Monthly Searches UK Monthly Searches professional video camera 4400 720
corporate video 3600 720 film companies 1900 720
film equipment hire 320 110
camera equipment hire 140 110 video camera rental 880 73
corporate video companies 170 73 music video producers 170 46
camera crew hire 58 46 camera equipment rental 320 36
camera crews 91 36 hire camera equipment 58 36
film camera hire 46 36 video production belfast 36 36
broadcast camera hire 36 28
rent camera equipment 210 22 hire a camera crew 28 16
camera hire belfast 16 12 camera crews uk 12 12
eng crew 110 <5 rental camera equipment 28 <5
camera belfast 16 <5 hire camera crew 16 <5
epk crew 16 <5
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Competitive Analysis
Legend: • PR = PageRank, a metric Google uses to determine the value of a webpage. • DA = Domain Authority, a metric indicating the SEO value of the entire domain. • ExtBackLinks = total amount of links pointing to the webpage. • RefDomains = total amount of unique domains that feature one or more links to the webpage • CitationFlow = a measure of how often the site is linked to by other reputable online sources • TrustFlow = a measure of how trustworthy the site is depending on its distance from a seed set of trusted websites.
Competitor PR DA ExtBackLinks RefDomains CitationFlow TrustFlow
filmequipmenthire.com 4 35 1071 162 22 23
thirdsource.co.uk 3 22 1816 19 19 13
2000television.co.uk 2 22 150 17 21 15
acorntv.com 3 19 301 34 13 11
4x4post.com 2 18 581 23 11 21
belfastcameracrew.co.uk 1 12 42 10 13 1
ackproductions-ireland.co.uk 1 12 79 5 14 10
foundryfilms.co.uk 1 12 4 2 8 6
aelvideo.co.uk 1 10 16 6 12 7
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On-site Optimisation
1. Technical optimisation;
Ensuring your site can be fully crawled & indexed by Google’s spiders
2. Content optimisation;
Ensuring your site’s content and code is optimised for maximum relevance for your chosen keywords
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Content Strategy
“A content strategy for a website is a plan for the creation, publication, distribution, and management of content in various formats – text, video, images, interactive – that helps establish the online brand as a leader in its industry.”
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Content Strategy for SEO
• Optimised content will contain the right keywords in the right places, thus increasing the website’s relevance.
• Engaging content will be shared and linked to, thus increasing the website’s authority.
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Aspects of a Content Strategy
1. Set Objectives
2. Define Your Audience
3. Create a Content Calendar
4. Plan Your Content Promotion
5. Engage With Your Readers
6. Measure & Refine
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Linkbuilding
• Content alone is not enough to build authority.
• Approximately 60%-70% of Google’s ranking algorithms are link-based.
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But… Google doesn’t like linkbuilding
“Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.”
Source: https://support.google.com/webmasters/answer/66356?hl=en
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So what’s a SEO to do?
• We have to tread carefully and ensure that we acquire only ‘natural’ links.
• That means we have to earn them.
• Earned links are (or appear to be) entirely valid recommendations from one website to another.
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Outreach Linkbuilding
‘Outreach’ is basically PR for SEO purposes;
1. Research link prospects
2. Approach them with a personalised message
3. Offer to write guest content for their website/blog
4. Include a link in that guest article
It’s a lot of manual effort - exactly what Google intends.
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Future-proofing your SEO
Or: how to make sure the next Google update (‘Zebra’?) doesn’t penalise your website.
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Keep up to date with Google’s guidelines
https://support.google.com/webmasters/answer/35769?hl=en
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Watch Google’s Webmaster Help Videos
http://www.youtube.com/user/GoogleWebmasterHelp/videos
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Hire a reputable SEO agency
• Never respond to an unsolicited email from a SEO agency.
• Ask for an agency’s credentials.
• Get in touch with their existing clients.
• Enquire as to their methods & results.
• There are no guarantees in SEO – only best efforts.
Copyright. All Rights Reserved Pierce Communications. 2013 Copyright. All Rights Reserved Pierce Communications. 2013
Questions? [email protected] http://www.piercecommunications.co.uk