My Aim…

To give you simple ideas that make a difference to

your online presence

• Introductions• Why Do We Need SEO?• Natural v PPC• On Page SEO – Finding & using the right

keywords• Off Page SEO – Building Links & Social Media• Google Places• PPC (Google Adwords)• KPI’s & Measurements• Wrap Up & Questions

What is SEO (Search Engine Optimisation), web site optimisation, online marketing, internet marketing?

The process of increasing the amount of visitors to a web site by ranking high in the

search engine results, pay per click advertising or social media followed by

maximising site conversions

Why Do We Need SEO?

But be careful chasing top spot!

How We View Search Results

Typical Search Results Page

Local Searches

What do we do?

The right keywords – where’s the crowd?

Pick a fight you can win

How do we do Keyword Analysis?

• Google Keyword Tool• Google Suggest• 3rd Party Tools e.g. Market Samurai• Customers / Suppliers / Staff• Themes & Categories

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

Keyword Evaluation

• Google Free Keyword Tool

• Google Insights

• 3rd Party Tools - WordTracker, Market Samurai

Page Title – Very Important

Headings (H1, H2…)

The right content

Images Need Alt Tags

Page Description sits ‘behind the page’ but forms part of the search snippet

Search Snippets

Page Title – Very Important~65 Chars

Page URL

Page Description~165 Chars

These are all sales opportunities, make sure you have calls to action

What to do with Keywords• Page Titles, Page Descriptions, Headings

• Website Copy, write compelling content & keep it current

• Keyword in the 1st & last sentence of the page, bold the first one

• Within Image Alt Tags

• Within Anchor Text for internal pages

• Make sure each page is different

On Page SEO – Making The Page Relevant

• Remember Google likes relevancy – the more up to date the better

• The link to landing page must be seamless• For Natural Results & Especially Google

Adwords• Review Google Guidelines• Let’s look at your websites

Keywords are just the start!

Off Page SEO• What does this mean• How to get links• Forums, Video, Blogs, Social Media• LinkedIn• Twitter• Facebook• ‘Keyword Cloud’

http://seoforums.org/linkbuilding/59-making-back-link-google.html

http://www.seodoncasterblog.co.uk/

http://www.linkedin.com/ppl/webprofile?vmi=&id=47852940&pvs=pp&authToken=MYxD&authType=name&locale=en_US&trk=ppro_viewmore&lnk=vw_pprofile

http://www.twitter.co./seodoncaster

Google Likes Links

• One of the most important factors in getting ranked

• Inbound links to your website• Incredibly Important• From ‘authority sites’• The more the better• Use the right Anchor Text – a mix of

keyword and generic e.g. ‘Click Here’

• Link to ‘deep pages’ within your website not just the Home Page

• Use a variety of sources• How to measure your links:

Majestic SEO

Google PlacesIf you sell locally, use Google+ Places – its free and gets you to the top of the local search results

Using Video

Social Media – What is it?

Social Media Facts• If Facebook was a country it would be the

world’s 3rd largest• 80% of Twitter usage is on mobile devices• 25% of search results for the top 20 brands are

links to user generated content• 90% of consumers trust peer recommendations

The consumer is now in control of your brand!

How to use Social Media• Remember, Google Likes Links• Use Social Media sites to generate links to your

web site• To grow a community around your products and

services• To allow friends to recommend you to their peers• Combine Online & Offline Strategies

What’s Missing?

• Add Social Media buttons to your email signature

• Make them prominent on your website• Run competitions• Use printable vouchers• Build an email list• Don’t spam, send them something they’ll

want to read

Blogs In More Detail• Why set up a blog?• Built within your site or stand alone,

keyword based domain (.co.uk)• Using Wordpress• Keeping it updated• Page structure • Plugins

Social Media Flow

WWW

Different connection points on the web for you

Pay Per Click Marketing (Google Adwords)

• Why Paid Search?• Set up & Structure• Ad Groups• CTR & Landing Pages• Goal Conversions• Reports

Website House Keeping• Google Analytics

• Google Webmaster Tools• Google Sitemaps

KPI & SEO Measurement

• Why?• What can we measure?• Google Analytics• How do we measure?• What is important your business?

Wrap up

• Online Guides• Blog• Support• Q & A

business network north seo seminar notes aug 2012

Education