seo masterclass rob chant pitch & mix 20 th june 2011
TRANSCRIPT
SEO MasterclassRob Chant
Pitch & Mix20th June 2011
The SEO mindset
there are no rules think like Google is content really king? it's a process avoid position fixation
There are no rules
SEO is a fuzzy process the game is always changing (although the goal posts stay in pretty much the same place)
there are always exceptions, outliers and unexpected results we can only measure correlation, not causation
Think like Google
Google is trying to find, organise and qualify information think like Google to asses SEO advice for yourself but remember this is only a rule of thumb!
Is content really king?
quality content (and lots of it) is very important but it doesn't market itself most 'great content' is actually mediocre strive to be better
It's a process
SEO is not a one-off activity it touches on almost everything you do with your web presence Google likes to see new content and links coming in all the time keep measuring performance and looking for new opportunities
Avoid position fixation
#1 is shiny, but it's not always that important there are many opportunities available: local listings, long tail traffic,
video, shopping search, etc work with a diverse range of keywords and tactics
The SEO mix
site infrastructure on-page optimisation content generation link building
Site infrastructure
analytics (Google or otherwise) site maps (both XML and human-readable) canonical tags and 301 redirects clean, semantic URLs
On-page optimisation
use one keyword per page and one page per keyword the URL path and meta description are both very important other useful places are the title tag, H1 tag, image alt properties always link out from within the content of a page don't keyword stuff or worry about keyword density
Content generation
important for rankings, long tail traffic and building links Google likes to see new content at least once per week blogging is great for this social media-savvy press room
Link building
link building is a big, messy and hard process links affect crawl, indexation and rankings: they dominate all other
factors tactics vary depending on the size, maturity and niche of your site manual: on-line PR, directories, requests scalable: viral content, widgets, sharing tools
We've covered...
there are no rules think like Google is content really king? it's a process avoid position fixation
site infrastructure on-page optimisation content generation link building
Rob Chantwww.cambridgewebmarketing.co01223 356 834