seo masterclass 2016

SEO Masterclass 2016

1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

Getting to the top of

Google(and Bing & Yahoo

etc)

All you need to know about Search Engine Optimisation



Search Engine Optimisation Agenda• Housekeeping• Introduction • Search Engine Optimisation• Break• Search Engine Optimisation• Close



So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google?



Web Marketing is a Marathon

There are very few quick wins



Are you measuring?



Google Analytics



www.google.com/webmasters



Delivering Traffic to your

site

All you need to know about Search Engine Optimisation



Google 72%

Yahoo 12%Bing 12%

Ask 4%



What IS SEO?



Things you do to get a good result when people are searching.

SEO =



On Site Optimisation



Off Site Optimisation



The Challenge



Google Ads

Organic Results

Google Local



80% of web users use Search Engines

90% use Google - in UK

50% of users go beyond page 1

10% of users venture past page 2



SEO is Rocket Science



This IS rocket science

Rosetta

Philae

comet 67P/Churyumov–Gerasimenko,



SEO is NOT Rocket Science



What’s the big secret?

There isn’t one!



Do the right things right

and

get the right results



http://youtube.com/v/BNHR6IQJGZs



How do Search Engines Work?• Search Engines use Robots to Spider sites

• Search Engines rank web sites against own unique criteria

• Sites can be optimised if criteria understood

• These criteria are NOT fixed !

Hummingbird Penguin

Payday

Pirate



● Google Hummingbird● Google Mobile friendly● Google Panda● Google Penguin● Google Pigeon● Google Payday● Google Pirate● Google EMD● Google Top Heavy● Google AMP

Understanding the actual context of the searchPrioritising mobile friendly sites on mobile devicesRemoving sites with poor quality contentRemoving sites with poor, spammy and bought backlinksImproved accuracy and better local search resultsRemoving spammy results, such as Payday Loans & AdultRemoving sites with copyright infringementRemoving Exact Match Domains with poor contentRemoving sites that were top heavy with Ads vs ContentAccelerated Mobile Pages

Updates



So Andy –


in Google?



Still the most important content on your web site



Choosing Keywords

• Think like a customer• Think laterally• Brainstorm Keywords• Ask everyone



Choosing Keywords

• Search using your keywords, see what appears & research the results• Use the Search Console• Use the free Google keyword tool http://goo.gl/ah50• Use the free SEO Toolset www.seotoolset.com/tools/free-tools/



Home Page

Searches Page 1 Searches

Keywords Keyword 1 25,000 Keyword 1 14,000

Keyword 2 19,756 Keyword 2 12,000



Keyword Spreadsheet



Where do they go?



HTML Title

• About 60 characters - no fewer than 30• 3 or 4 keywords• Make each Page Title unique & relevant to the page it features on

HTML Title aka Meta Title



– Limit to around 160 characters - no fewer than 100– Use on every page– Customise for each page

Meta Description Tag – aka Snippet



Page Content



Alternative Attribute – aka Alt Tag

– Every Image needs one– Build Keyword Count– Comply with Equalities Act - Accessibility



HTML page name

Where to place KeywordsName files with keywords



Image/File Name

SEO-guy.jpg



• Use keywords for Text Links [Anchor Text]



A “Virtual” Highlighter for the Search Engines

Header Tags <H1> </H1>

<H1> SEARCH ENGINE OPTIMISATION – AKA SEO </H1>



Where the Keywords go – A Summary

• Page Content • HTML Page Title• Meta Page Description• File / Image Names• ALT Attributes• Header Tags• Navigation Link Anchor Text• URLs



Off Site Optimisation



What Else Counts?

Backlinks



Backlinks

Your Site - Google Search Console



Backlinks

www.seotoolset.com/tools/free-tools

“Spy” on the competition



Backlinks



Backlinks - Directories



What Else Counts?

Mobile

• Is it Responsive?

• Is there an m.domain.co.uk version

• Have you done nothing?



What Else Counts?

Google will measure your site based on “relevance”

• The number of times it is clicked in a search

• Where is the site hosted?

• How fast do the pages open?



What Else Counts?

Domain Name

• Does it include any Keywords?

• How long ago was it registered

• How long is it registered for?



Remember

Your web site is for yourCLIENTS

not the search engines



What else

should I do?



www.google.co.uk/mybusiness



1/ AudienceWho are you trying to reach

● Gender● Age● Interests● Where are they in their decision making process● What information are they looking for

○ Price○ Availability○ Geography/Location○ Hints and Tips○ Booking/Buying online○ Having a meeting



2/ NicheBetter to be specific rather than generic

● Less competition● More specific to the person looking for help● What sets you apart from your competition?● What gives you your edge?



3/ Keywords

● Ideally those with high search volume & low competition● Must have high relevance to target audience

○ Pants or trousers○ Color or Colour○ Sneakers or trainers



4/ Traffic

● Use Analytics to understand traffic sources● Use Analytics to understand visitor quality● Use Analytics to understand visitor actions● Use Search Console to understand search results



5/ Conversions

● Use Analytics to understand conversions○ 5,000 visits and no results = unhappy site owner○ 50 visits and 10 conversions = happy site owner

● Use Conversion rate to help plan/support future activity



So Andy –


in Google?



What’s Next?• Critically assess your site

• Research keywords thoroughly

• Ensure your keywords are in the right places

• Monitor performance

Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics

• Continually monitor your site’s ranking and make improvements where possible

http://www.google.com/webmaster

http://www.google.com/analytics



Is there m

ore I

can do?



• Blogging• Video Marketing• Social Media

• Linkedin• Facebook• Twitter• Instagram• Pinterest

• Email Marketing• Viral Marketing• Location based marketing• Smartphone apps

Lots!



Find me www.enterprise-oms.co.uk [email protected]

Follow me Twitter @andypoultonLinkedin AndyPoulton

Phone me 01793 23 80 20 07966 54 71 46

https://twitter.com/andypoulton

https://uk.linkedin.com/in/andypoulton