Into the West Blogger NetworkSunday 8th February 2015

SEO Tips for Bloggers

Follow @marickab @galwaymarketing @IMSMarketings

AWARDS    

DIGITAL  SUMMIT    

Times have changed…

SEO – Search Engine Optimisation

What is it and how should I use it?

What is SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a

search engine's "natural" or un-paid ("organic") search results.

Google Organic Vs Google PPC

Google    Pay  Per  Click  Ads  (PPC)  –  Google  Adwords    

Google  ‘Organic  LisBngs’  –  LisBngs  you  do  not  pay  for.    

Google Organic Vs Google PPC

Google Organic •  Free •  Trusted. •  Loves fresh, relevent and quality

content. •  Your company can show up via

company website, social media, news etc – make sure YOU own the space.

•  Extremely competitive. •  Involves more work than you think

i.e. S.E.O – Search Engine Optimisation.

Google PPC •  Increases visibility on search

engines. •  Allows you to be seen when you

may not be ranking high ‘organically’’.

•  Extremely targeted advertising. •  Reaching potential customers at

the latter end of the buying cycle. •  Do not fall behind your

competitors. •  Can be useful when you have little

or no online visibility.

Content and Inbound

MarketingLow Budget, High Achievement

What is Content Marketing?

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.

What is Inbound Marketing? Inbound marketing refers to marketing activities that bring visitors in, (blogs, video, eBooks, Infographics, Social Media) rather than marketers having to go out to get prospect's attention (e.g. Cold Calling, Door to Door sales) . Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

What is thought leadership? Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success.

Content is King!!

•  360 Approach •  Website at core •  Integrated set of tools •  Driven by content

The benefits of Content and Inbound Marketing

•  Get clients knocking on your door!

•  90% of marketers now use Content Marketing (Content Marketing Institue,2013)

•  78% of consumers believe that organizations providing custom content are interested in

building good relationships. (TMG Custom Media)

•  Blog give websites 97% more indexed links. (Content+)

•  Articles with images get 94% more views (Content+ 2013)

Increase visibility

Content Marketing Approaches, steps to increased visibility and

increased rankings

Increase Bloggers visibility

• Objective: To increase the visibility of any website we most produce good informative content that serves a number of purposes.

• It targets the users that are searching for particular products/problems/services e.g. Custom Automation , Fixture Design and Moldflow. • It displays Bloggers ’s extensive knowledge and expertise in this area. • It has the potential to gain links from other sites • It increases the authority and market leadership of the Bloggers brand.

Why does the approach work?

• Google wants to give the best experience for its users so they have built an algorithm that best makes use of the 3 main types of searches that users make.

• “Make  Up  Tips”  

1.  Ad  hoc  search  

• “  How  to  use  eye  liner  properly”  2.  Known-­‐item  

search  

•  “Bec  Boop  Make  Up  Tips”    3.  Named  page  search  

1. Ad hoc Search

1.  With an ad hoc search, the searcher’s goal is to find as many relevant documents as possible about a topic, as the need arises.

2.  So for example “Make Up Tips” would be examples of ad hoc searches.

3.  The searcher probably does not want to go to a specific website at this time. The searcher is relying on the search engine to deliver many relevant documents (with corresponding links/URLs), and he/she will browse those documents to learn more about this topic.

4.  A great example here for Bloggers would be testimonials and an extensive explanation of the types of make up and precise tips on how to apply.

2. Known-item Search

•  The searcher knows a particular web page exists but does not always know or remember where it is e.g. 20 Top tips to applying foundation.

•  Bloggers can maximise this target searcher by building a strong brand with extensive high quality content and expertise of their particular area e.g. Make Up, Fashion, Food, Cars etc,.

•  The searcher is at a different stage of the buying cycle, usually closer to conversion.

•  Long tail keywords are important in this instance i.e. 3-5 keywords as opposed to 1-2 keywords in a search term.

•  Optimise a site for long tail keywords through case studies, fresh content, news, local news.

3. Named page Search

•  With a named page search, the web searcher wishes to go to a specific page within a website, a page that the searcher recalls seeing or visiting at a previous time. E.g. Bec Boop, So Sue Me Blog

•  Bloggers can grow this by adding more engaging and useful content to their site.

•  At this stage searchers are a lot closer to conversion. •  To get to this stage Bloggers have to increase their online presence

and brand awareness. •  Thought and industry leaders.

Top 10 SEO Tips for Bloggers

So much to choose from where do I start?

Top Onsite SEO Tips1.  Always have some phrases in mind for you as a blogger

e.g. Make Up Blogger Ireland, Teen fashion blogger etc. 2.  Always have key phrases in mind for each individual

article. 3.  To really control your onsite SEO make sure you know

how to edit your Meta data i.e. SERP details (Meta Title and Data)

Top Onsite SEO Tips4.  Ensure who have a H1 heading on all key pages on your

site. Ensure it is keyword rich. 5.  Make sure you know how to control all this data, in

Wordpress there are tools such as Yoast and All in One SEO.

6.  Ensure all the pictures you use are optimised for SEO i.e. low file sizes and alt tagged with the appropriate keywords.

7.  Add your blog to Google Webmaster and make sure they can read all the necessary pages on the site. i.e. make sure it is indexed. Fill instructions here.

Top Onsite SEO Tips8.  Make sure the url structure is not too long, if full titles

are pulling through shorten them to pull through keywords.

9.  Optimise your social meta data too i.e. the images and information that is pulled through to social media. Use SEO tools mentioned above like Yoast or All in one SEO for this.

10. Finally, measure, analyze and optimize. Use Google Analytics, Google Webmaster for overall statistics. Consider using MOZ to monitor keyword rankings. Use this as a basis to make decisions for optimization.

BRINGING EVERTHING TOGETHER

Content Marketing + Onsite SEO

SEO Effort Needed

Content  MarkeBng    

70%  

Onsite  SEO    30%  

Effort  Needed  

Increasing Visibility

Increasing  Visibility    

Onsite  SEO  

Content  OpBmisaBon  

Backlinks  

Content  MarkeBng    

All Online Mediums are a Support to your Blog/Website?

Website    Facebook    

TwiTer    

TradiBonal  Advertsing    

Shop  Floor     YouTube  

Pinterest    

Email  MarkeBng    

PPC  

How do Bloggers approach this?

• The great thing about the 3 main types of searcher’s is that many factors for each actually overlap into the next type. So by optimising for one we inherently will increase the performance of the others.

• 1. Onsite SEO: Optimise the website from a technical SEO point of view as much as possible • 2. Content Optimisation: Flesh out the websites to show off Bloggers ’s years of experience and knowledge i.e.. Produce great content that adds value and people want to read. • 3. Backlinks: The next stage is to promote this online. Promotion online is done by getting links from other websites to yours. These are called backlinks. The more backlinks from industry related websites to the Bloggers ’s websites that Google see's when it crawls the internet, Google will assume Bloggers to be a “popular” website and thus their keyword rankings will increase. To achieve this we need to produce a Content Marketing Plan.

How do Bloggers approach this?

• 4. Content Marketing: A Content Marketing plan usually lasts anywhere from 3 to 9 months and lays out a path to ultimately increase the rankings of the website.

Notes: •  Create a content plan to complement the keywords and your blogging objectives for the next year ( start off with 3/6month plan). • Backlinks will increase with Content Marketing also. • Keyword and planned goals would be reported and reached at each 3 month mark (one month is not a sufficient amount of time for change).

Check out the following links

•  eMarketer- http://www.emarketer.com/ •  Hubspot - http://www.hubspot.com/ •  SEO Tips for Posts -

https://yoast.com/seo-friendly-blog-post/

Follow @marickab @galwaymarketing @IMSMarketings