Social & Search Optimisation - Failte Ireland · Social & Search Optimisation Planning On- site SEO...

18 April 2012

SOCIAL & SEARCH OPTIMISATION

Version 1.0

Social & Search Optimisation

Objectives

At the end of this workshop you will know how to:

• Grow relevant traffic to your website

• Improve the ranking of your website within Google

• Understand how to optimise your social content and what social signals count


Website Search Engine Optimisation


Stage 1 – Planning


No 1 Rule

Always focus on the users experience.

User friendly website with quality content (that users endorse and link to) = higher ranking


Black Hat vs. White Hat


Onsite & offsite


Planning On-site SEO

• Planned from the start

• Domain name

• Structure

• Page names

• No “products” or “services” page

• Key pages top level

• Internal linking & anchor text

• Identify goals & CTA’s for each page


SEO Existing Site

• Review analytics

• Webmaster tools: • sitemap submitted??

• crawl errors?

• pages indexed?

• geo-targeting?

• 301 redirect: • domain.ie redirected to www.domain.ie

• all pages


Stage 2 – Getting Found


Why SEO?

• Large % of people start on search engines

• It is the most cost effective way of generating traffic

• ALL online activity impacts your position

• Getting it wrong could get you penalised


How?

• Automatically visit websites

• Following links to/from other websites

• Google XML Sitemap

• Cache & index pages

• Use algorithm to rank pages


<< Heading>> Google AdWords

Google Places Listings

Google Organic Listings


Google Listing

Meta HTML Page Title

Meta Content Description and/or on page copy


Some Barriers

• Splash page

• Frames structure

• Fully flash websites

• Dynamic url’s

www.domain.ie/index.php?option=com_content&view=article&id=13&Itemid=43

(301 redirect)

http://www.domain.ie/index.php?option=com_content&view=article&id=13&Itemid=43


Researching Key Phrases

• Google’s keyword tool • https://adwords.google.com/select/KeywordToolExternal

• Google insights • http://www.google.com/insights/search/#

• Google instant

• Customers

• Analytics

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/insights/search/


Practical – Fictional Hotel

Complete

• Target search terms

• Navigation

• Url’s


Optimising content

Overall online profile

Page copy, h1-h6 headings, breadcrumb navigation, page names, url’s, links (internal &inbound) & alt text

Meta Title (HTML page title) Meta content

description


Practical - Fictional Hotel

Complete

• Optimisation of copy provided


Stage 3: Generating Click


Meta Data

• Meta HTML Page Title: Key Phrases, Key Phrase. Keep to about 70 characters – include brand/business name

• Meta Keywords: key phrases, key phrase, key phrase……. (no evidence that they are used at the moment but add some to each page anyway)

• Meta Description: Make a sentence, include your key phrase(s) at least once if not twice. Keep to about 150/170 characters. Include benefits and CTA.


Practical - Fictional Hotel

Complete

• Meta data for copy optimised


Links strategy

• Inbound – relevant, high ranking sites

• Internal – key phrases

• Link to relevant page, not all home page

• Ongoing activity

• Review and update regularly

• www.opensiteexplorer.org

• www.linkpopularity.com link:www.domain.com

http://www.opensiteexplorer.org/

http://www.linkpopularity.com/


Quality Content

Ask yourself Am I regularly creating amazing content for my

users?


Quality Content

• Create amazing content

• Links

• Traffic

• Leads

• Promotes trust and loyalty

• Optimise

• Promote


What can you provide?

• Blog

• Articles

• Photos

• Videos

• Podcasts

• News

• Events

• Tips, advice, information….

• eBook


Social Optimisation


Why?

Social media - no 1 activity on the web


Own Accounts

Target key phrases: • Account names (if relevant)

• URL’

• Bio’s & profiles

• Business descriptions

• Categories & tags

• Post copy

• Links (www.bit.ly)

http://www.bit.ly/


Impact on website SEO

Social signals • Facebook

• Twitter

What impacts? • Timing

• Endorsements

• Sharing

• Interaction


Social Media Footprint


Recap

• Planning

• Getting found

• Generating clicks

• Social media

• Optimise own accounts

• Impact on website SEO

Fáilte Ireland 88-95 Amiens Street Dublin 1 Ireland Lo-Call: 1890 525 525

Keep in Contact Facebook www.facebook.com/webcheck Online Resources www.failteireland.ie/WebSupports Courses Available www.failteireland.ie/Business-Supports/Websupports/Events Business Tools www.businesstools.failteireland.ie For any other questions, contact the Business Supports team on 01-8847762

http://www.facebook.com/webcheck

http://www.failteireland.ie/WebSupports

http://www.failteireland.ie/Business-Supports/Websupports/Events

http://www.businesstools.failteireland.ie/

Social & Search Optimisation - Failte Ireland · Social & Search Optimisation Planning On- site SEO...

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