Harnessing the Power of

Search Engine Optimisation

Joanna Butler SEO & Online Marketing Consultant

About Joanna Butler

• SEO, web analytics and online marketing strategies

• I work with blue chips and SMEs at Latitude:

• Horse rider, photographer and London tourist

• I blog about SEO at: SearchEngineChocolate.com

Search Engine Chocolate .com

Workshop Agenda

StrategyUniversal SearchLocal SEOOnline PRSocial MediaLink BuildingPaid SearchTools

3 Hot TipsClinic

Why Do SEO?

Strategy

On-page: build solid, future proof foundations

• HTML (W3C)

• Caching

• Errors

• Spam

Off-page: build links and social media

Strategy

Keywords matter: Niche vs. Volume

Strategy

Strategy

Freshness:• Get blogging• Use press releases & news• Hire a good copywriter

Encourage plagiarism:• Include links • RSS feed

Strategy

• Convert visitorsBasic web analytics will show you how

• Revise keyword choicesDon’t waste time on keywords that don’t convert

Strategy

• Meta descriptions

• Title tags

• Robots noindex

...take control of your SERPs

MapsImagesVideosNews... = IMPACT

Universal Search

Consider optimising for:

Universal Search

Google Maps

Local SEO

Google Local Business Center

Local SEO

Google Webmaster Tools

Local SEO

• .co.uk vs. .com

• Hosting location

• Foreign SEO? Hire a native speaker

Local SEO

Social media: watch those SERPs!

Online PR

Online PR

• Boost good PR

• Forums: boost posts

... do good things!

Online PR

Social Media

• Generate buzz

• Natural link buildingFacebook groups

• Different uses and users:Stumble Upon: qualityTwitter: voucher codes Digg: warning!

• Some links are ‘followed’

• Personal customer service• Mentions appear in SERPs

Social Media

• Quality: over quantity• Gold: newspapers, .gov, .edu, etc.• Age: both old and new

• Buying? Directories? Natural citations always best.

• Idea: Use offline relationships / networking...

Social Media

Search Engine Chocolate .com

www.latitudegroup.com

Link Building

Think about:• Target URLs• Internal linking structure• Anchor text

...Enhance pages to get sitelinks:

What About Paid Search?

Great for:• Testing keywords, landing pages• Offers, seasonal products.• Scheduling (start/stop, time of day, week etc)• Creativity

What About Paid Search?

Conversion Attribution

Tools of the SEO Trade

Toolbars: • Google Toolbar • SEO Book Toolbar • Web Developer Toolbar

Google: • Google Webmaster Tools• Google Analytics• Google Alerts

Link analysis: • Yahoo! SiteExplorer• MajesticSEO• SEOmoz Pro Tools

Read: • Blogs

3 Hot Tips

1. Keywords in domain names and URLs still as relevant as ever– Affiliates: give them guidelines or they’ll

dominate your SERPs!

2. Cache for speed

3. Anchor text

SEO Clinic

• How can I help?

Thank you!

Ask me questions:Joanna.Butler@LatitudeGroup. com

Follow me on Twitter:@JoannaButler

@Latitude_Group

Come and see me at:A4U Expo in London, 13-14th October

Use code ‘SEOCHOC10’ for 10% off!

Search Engine Chocolate .com