how seo works & 5 top tips

The changing faceof SEO and 5 top tips to takeaway.

Business Technology Forum | Blue Logic Digital

Roy MoodyPartner/Director

Blue Logic Digital

Blue

Logic

Digital

AGENDAHow SEO Used To WorkWhat Now WorksTakeaways

1 – Spotting on page issues2 – Is there demand?3 – Local visibility 4 – Audience targeting 5 – Measuring results

Top Tools The Agencies UseQ&A

Matt ShawDigital Marketing Strategist

Blue Logic Digital

How SEO used to work…

• Quantity over quality – links

• Google Manipulation - keyword stuffing

• Low quality content - article spinning

• As a result – Google introduced algorithm updates resulting in potential penalties.• Penguin – link related• Panda – content related

• Can result in short term results but long term damage.

So what now works in modern SEO?…

• Digital agencies and in-house teams need to align themselves to more traditional marketing techniques by:

• Focusing on customer journeys• Creating good quality content • Increasing brand awareness through PR –

links• Delivering good Customer experience through

a fast, mobile friendly and technically sound website

Let’s start with the basics…

1 – Spotting on-page issues…

Technical SEO – Key items to check…• URL & Page Titles

• Heading/H1 tags

• IIS Tool - http://goo.gl/ftFUt8

• Unnecessary Re-directed Links

• Broken Links

Technical AnalysisRow Labels Count of Violation Title

The <img> tag does not have an ALT attribute defined. 99563

The page contains invalid markup. 23539

The page contains multiple <h1> tags. 4922

The page was excluded by a nofollow attribute. 3888

The page contains unnecessary redirects. 3653

The title is too long. 2418

The request is disallowed by a Robots.txt rule. 1999

The page contains a large amount of script code. 1626

The page contains a large number of Cascading Style Sheet (CSS) definitions. 1024

The description is missing. 604

The URL for the hyperlink is broken. 508

The link text is not relevant. 261

The page contains broken hyperlinks. 230

The <h1> tag is missing. 201

The page contains multiple canonical formats. 46

The description is empty. 43

The title is empty. 28

The title is missing. 22

The page uses a refresh definition instead of using redirection. 19

The description is too long. 14

The canonical URL of the page is inconsistent. 8

The canonical URL is linking to a resource that permanently moved. 6

The page contains multiple title tags. 5

The page contains too many hyperlinks. 5

The canonical URL is broken. 4

An unexpected error has occurred. 3

The description is too short. 3

The redirection response results in another redirection. 3

The title and description are identical. 3

The page contains multiple descriptions. 1

The page specifies more than one canonical URL. 1

Grand Total 144650

2 - Is there demand?…

3 – Local Visibility…

4 – Audience Targeting

• Aligning with traditional marketing through audience targeting

• How to find your online target audience…• Google Analytics Demographics• Facebook Pixel• YouGov Audience Profiler

Google Analytics Demographics• Age• Gender• Interests• Location

5 – How to measure success…

Key Performance Indicators• Average Indicators– Rankings, Bounce Rate,

Visibility, Time on Site

• Good Indicators – Sessions, New visitors, comparisons

• Focus on – Sales / Leads to check ROI

• Setup Goals in Analytics & Ask your customers

Useful Tools…

• Google Keyword Plannerservice / product demand

• Google Analyticsvisitors, demographics, content performance

• Google Webmaster Toolshow google views your website, keyword performance (rankings)

• Google Page Speed Tool (inc Mobile)

• MajesticLinks

• MOZknowledge base for further learning

• Search Metricsbrand visibility

QUESTIONS?• What does Google class as “good

content” ?• Are there any tools for checking content?• Is Google prioritising PPC over Organic?• How do I know if my Agency doing a

good job?• My PR agency says they can help with

my Search Rankings. Is this true?

Thank you@bldigital

matt.shaw@bluelogic.co.ukroy.moody@bluelogic.co.uk