how seo can make life better for you and your customers

Say ‘hello’ to SEO

Copyright Propellernet 2013 All Rights Reserved Do not reproduce

Best Agency – European Search Awards 2013 Best Agency – UK Search Awards 2013

Best UK Small Business Workplace – Great Place To Work 2013

Winner – Best Use of Search – Travel Marketing Awards 2014, 2011, 2010 Winner – Best Travel & Leisure Campaign – UK Search Awards 2014

Gold & Silver – Best Use of Search – 2013

Welcome to Google Street What are people looking for on

Google Street? Being insightful

SEO fundamentals Measuring success

Where search is heading

Welcome to Google Street!

90%

5% 3% 2%

Google

Bing

Yahoo

Others

Google is dominant

What are people looking for on Google Street?

What are you afraid of?

What do you want to know?

Being insightful

Competitor Analysis

Customer behaviour insight

Target audience personas

Revenue potential modelling

Existing business plans

Profit potential modelling

Keyword research Content audit Search behaviour

map

Influencer insight User research Social listening

Let’s go back to keyword research

Keyword Research

SEO basics


Solid

TECHNICAL

foundations

Engaging and

useful

CONTENT

Earned LINKS

and SHARES

Solid technical foundations: Page Titles

Solid

TECHNICAL

foundations

Page Titles

Solid technical foundations Page Titles

“Tropicana – Pure 100% Florida Orange Juice”

• Shorter than 60 characters • Is a clear and simple message • Isn’t stuffed with keywords • Functional but still ‘salesy’

Solid technical foundations Meta Descriptions

Meta Description


“Official Tropicana home page - the source for everything Tropicana including Tropicana Pure Premium®, Trop50, Chilled Juices and Drinks, Tropics and Tropicana Twister®”

“Site provides information about this orange juice line.”


“Tropicana orange juice – 100% squeezed sunshine. Visit our website today for our full range of delicious fruit juices.”

• Shorter than 156 characters • Is a clear and simple message • Isn’t stuffed with keywords • Has a call to action

Solid technical foundations Headers

Solid

TECHNICAL

foundations

Solid technical foundations Headers

• Short and simple • Contain main keyword for page • One main (h1) header per page • Subheaders are good but don’t get

‘special treatment’ from Google

schema.org

Non-descriptive link text won’t provide any context and will help less to promote the visibility of the destination page

Descriptive link text gives the search engine some context about the page being linked to

Internal linking

Solid

TECHNICAL

foundations

Engaging and

useful

CONTENT

Earned LINKS

and SHARES

Producing content that ticks lots of boxes

The video has been shared socially and many websites are now referencing this content, including: eatwatchrun.com totallyliving.co.uk wellbeingmagazine.co.uk zest.co.uk cosmopolitan.co.uk mumset.com

Don’t forget, more mundane content can be useful too

13 links

25 Links

Solid

TECHNICAL

foundations

Engaging and

useful

CONTENT

Earned LINKS

and SHARES

• Sending dog influencers to experience the Forest and review from the perspective of the dog

• Rewriting key landing pages in ‘dog language’

• Commissioning expert content for practical advice and inspiration e.g. how to travel with dogs

• Securing features with pet and lifestyle media using topical hooks such as Crufts

Measuring success


86

• Revenue • Website traffic • Conversion rate

What to Measure

Organic!

• Keyword Positions • Domain Authority

Measuring Success

Where search is heading


Thank you… Any questions?
