an introduction to seo: guest lecture
Post on 19-Oct-2014
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DESCRIPTION
An introduction to SEO for beginner. From what SEO is, to how search engines work, to how to optimise websites for search engines and people. Originally a slide deck for a guest lecture given to the Department of Marketing, Faculty of Business, Oxford Brookes UniversityTRANSCRIPT
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An Introduction to SEO Guest Lecture by Benjamin Morel
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An Introduction To Me
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An Introduction To Me
Benjamin Morel Project Manager and Digital Marketer
@BenjaminMorel
Linkedin.com/in/benmorel
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4 An Introduction to SEO: An Oxford Brookes Guest Lecture
An Introduction To Me
Obergine Creative Digital Agency
@Obergine
Linkedin.com/company/obergine
Slideshare.net/obergine
Obergine.com
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What is SEO?
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6 An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?
First: Search Engine Results Pages (SERPs)
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What is SEO?
Paid search listings (ads)
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What is SEO?
Organic Listings: you can’t pay!
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What is SEO?
Or universal listings
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10 An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?
SEO is the attempt to gain visibility in
search engines’ organic and universal
results with the aim of driving revenue
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How do Search Engines Work?
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12 An Introduction to SEO: An Oxford Brookes Guest Lecture
What is SEO?
“Our goal is to make it as easy as possible
for you to find the information you need and get
the things that you need to do done” - Google
http://www.google.co.uk/about/company/products/
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What is SEO?
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How do Search Engines Work?
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How do Search Engines Work?
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How do Search Engines Work?
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How Do We Achieve SERP Visibility?
Links ≈ Citations
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How Do We Increase Our Visibility?
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How Do We Achieve SERP Visibility?
Value By Creating
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How Do We Achieve SERP Visibility?
“The more creative you are or the better
the experience is with your website, the
more likely you are to be successful”
– Matt Cutts
http://www.stonetemple.com/link-building-is-not-illegal-or-bad/
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How Do We Create Value?
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1. Have A Site That Works Well
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Create Value: Have A Site That Works
Use search engine friendly URLs:
they keep people happy as well.
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Create Value: Have A Site That Works
Which URL means more?
http://www.linkedin.com/profile/view?id=95330226
or
http://www.linkedin.com/profile/benmorel
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Create Value: Have A Site That Works
<title> elements and META
descriptions are your shop window.
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Create Value: Have A Site That Works
Which would you click?
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Create Value: Have A Site That Works
Search engine friendly URL
Not-so friendly URL
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Create Value: Have A Site That Works
Unique <title> tags
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Create Value: Have A Site That Works
Unique META description
No META description
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Create Value: Have A Site That Works
Serve people with the content they need
and do it quickly
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Create Value: Have A Site That Works
47% of people expect a web page to load in
http://blog.kissmetrics.com/loading-time/
2 seconds or less
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Create Value: Have A Site That Works
Intuit took average page load time from 15s to
5-6s. They boosted conversion rates by
14%
http://velocityconf.com/velocityny2013/public/schedule/detail/30146
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How do search engines know when I’ve written something?
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Create Value: Have A Site That Works
How do search engines know when I’ve written something?
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Create Value: Have A Site That Works
How do search engines know I wrote this?
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Create Value: Have A Site That Works
They read
Structured Data
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<p>
</p>
My name is Benjamin Morel. I have a profile
on <a
href=“http://twitter.com/benjaminmorel>
Twitter</a>.
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<p itemscope itemtype="http://data-vocabulary.org/Person">
</p>
My name is <span itemprop=“name”
rel=“author”> Benjamin Morel</span>. I
have a profile on <a
href=http://twitter.com/benjaminmorel
itemprop=“sameas”> Twitter</a>.
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Create Value: Have A Site That Works
<p itemscope itemtype="http://data-vocabulary.org/Person">
</p >
My name is <span itemprop=“name”
rel=“author”> Benjamin Morel</span>. I
have a profile on <a
href=http://twitter.com/benjaminmorel
itemprop=“sameas”> Twitter</a>.
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Create Value: Have A Site That Works
Look! Google knows it was written by me!
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Create Value: Have A Site That Works
Look! Google knows it was written by me!
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Create Value: Have A Site That Works
Structured data gives rich snippets
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Create Value: Have A Site That Works
“Rich snippets… help you communicate a clear,
unique value proposition and establish a
competitive advantage” – Hubspot
http://blog.hubspot.com/marketing/power-google-rich-snippets-ecommerce-seo-ht
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2. Create Great Sales Pages
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Create Value: Great Sales Pages
Not-So-Great
http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html
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Create Value: Great Sales Pages
Great
http://www.zappos.com/hunter-hunter-original-black
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Create Value: Great Sales Pages
Not-So-Great Minimal product info
http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html
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Create Value: Great Sales Pages
Great
http://www.zappos.com/hunter-hunter-original-black
Look at all that useful info!
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Create Value: Great Sales Pages
Great
http://www.zappos.com/hunter-hunter-original-black
Reviews build trust
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Create Value: Great Sales Pages
Great
http://www.zappos.com/hunter-hunter-original-black
Size guide Size
guide accuracy. More trust building
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Create Value: Great Sales Pages
Not-So-Great
Tiny colours, not even on this page
http://www.countryattire.com/shop-by-brand/hunter-boots/hunter-original-tall-gloss-wellington-boots-black.html
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Create Value: Great Sales Pages
Great
http://www.zappos.com/hunter-hunter-original-black
Easily compare colours, with context
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Create Value: Great Sales Pages
Give your customers useful information
that they can’t find anywhere else.
Make them trust you and give them a reason
to buy from you, not anybody else.
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3. Have great design
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Create Value: Great Design
http://livingedge.com.au/shop/
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http://livingedge.com.au/shop/
What We See What Robots Would See
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Create Value: Great Design
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Robots can read this
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Create Value: Great Design
Make your design person friendly.
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Not person friendly
http://cavs.mit.edu/
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Person friendly
http://www.hubspot.com
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Create Value: Great Design
Great design helps everyone find the value
in your offering.
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4. Create Remarkable content
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“Cows, after you’ve seen them for a while, are
boring. They may be perfect cows, attractive
cows, cows with great personalities, cows lit by
beautiful light, but they’re still boring.”
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“A Purple Cow, though. Now that
would be interesting.” – Seth Godin
Seth Godin, Purple Cow (Penguin Books)
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Create Value: Remarkable Content
People don’t talk about good.
They talk about remarkable
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Create Value: Remarkable Content
http://moz.com/search-ranking-factors
In the latest Moz correlation survey all of the
top 44 ranking factors related to links,
social media interaction, and trust.
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Create Value: Remarkable Content
Getting all four of these right
creates clear value
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Where Do Keywords Fit?
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Where Do Keywords Fit?
Keywords = aggregated search queries
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Where Do Keywords Fit?
They give us targets to aim for.
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Where Do Keywords Fit?
They help us target the right audience
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Create Value: Where Do Keywords Fit?
They help set context:
Where is the person in the buying process?
What are their aims with this search?
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Where Do Keywords Fit?
Topic vectors
Wellington
Welly
Boot
Rubber
Rain
Wellington
Wellesley
Waterloo
Duke
Napoleon
Wellington
New Zealand
North Island
Hutt
Russell Crowe
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Where Do Keywords Fit?
Topic vectors
Shoes
Cities
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Where Do Keywords Fit?
Topic vectors
Shoes
Cities
Boots
Capital of New Zealand
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Where Do Keywords Fit?
Topic vectors
Shoes
Cities
Boots
Capital of New Zealand
Wellington
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Where Do Keywords Fit?
An Introduction to SEO
optimisation
SEO and Digital Marketing
SEO
search engines
keywords
SEO
rankings
Good on-page SEO looks a lot like good writing
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Where Do Keywords Fit?
Remember, rankings are less important
than revenue
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How Do We Get Exposure For Our Valuable Content?
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How do we get Exposure?
By building relationships
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How do we get Exposure?
Social media is an invaluable part of SEO.
Make its use a core part of your strategy.
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How do we get Exposure?
Find influencers who may be interested in
your content – and be interested in them.
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When Does The SEO Process Finish?
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When Does The SEO Process Finish?
Never!
The search landscape changes: guest blogging, HTML5, Google+, the knowledge graph,
universal results, structured data.
They’ve all changed in the last three years.
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When Does The SEO Process Finish?
Never!
There will always be someone smarter, cleverer, more creative, quicker off the mark,
better connected, or more interesting than you.
And you will always need to beat them.
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To Conclude
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To Conclude
1. SEO is all about organic search visibility and driving revenue
2. That visibility and revenue comes from providing value
3. Value comes from technical competence, good design, and remarkable content
4. Keywords give you targets (not goals)
5. You need to convince people of your content’s value. Build relationships with them
6. SEO is an on-going process not a campaign