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Introduction to SEO
Transcript of Introduction to SEO
'Google' becomes a Verb
Power Vacuum > Google races ahead of the competition Both wiped out traffic for 1000's of websites overnight The Rise of Mobile
Social (Google Plus)
Google Answers What does the future hold? the history of SEO Google arrives! Pandas & Penguins The right way start! End! Jargon Buster What is SEO? over 70% click organic results
Position No1 gets 50% of the clicks
90+% UK searches use Google So how do I get there? How does it work? Relevancy Authority Technical SEO Google's 200+ ranking factors can be boiled down into three key areas An introduction to SEO with Nilesh Shah Data
Media Campaigns Keyword Research
Testing and Prioritisation Paid Search Social Signals impact rankings
Spreading, engaging content (which leads to links) Social All the rest SEO should be part of a integrated marketing strategy Search Behaviour Insight
Text rich websites
Sharable, engaging content Content Marketing Integrate! That's all folks! Panda targets thin content Penguin targets manipulative or low value links 15 % of daily Searches have never been searched before
Short tail is much more competitive The Long Tail Getting here! Talk about the stuff you want people to find you for Research Create a page that matches the user intent
that's serves the business objectives. Content Create a navigation that is logical to the visitor
Use hyperlinks that explain where the user is clicking through to. Structure Find out what people are searching for Create something that relates to it Link it together in a logical way Something Cool SOMETHING OF VALUE Website SHARES You didn't say Google it Indexation Ensuring that the website is visible / crawlable to Search Engines Create something that deserves to be top of the rankings Determine what customers are searching for
Assess competitiveness of these keywords
Consider Searcher intent and Conversion Opportunity
Factor in seasonality
Utilize Paid Search data (if possible) Navigation On-Page SEO Homepage Category Category Category Sub-Category Sub-Category Sub-Category Sub-Category Sub-Category Sub-Category Sub-Category Sub-Category Sub-Category Page Title URL H1 Copy Links & Social Shares Links & Social Shares Links & Social Shares Give me an example... http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html Give me an example... Get people to link to you Google Insights Google Keyword Tool White Hat
SERP's Full Glossary: http://www.seomoz.org/blog/smwc-and-other-essential-seo-jargon SEO practice that obides by best practice guidelines. SEO practice that manipulates and ignores best practice. Valuation to determine popularity and trust Activity to generate hyperlinks to a website. Search Engine Results Page READ:
Google's Search Engine Optimization Starter Guide Information Architecture the use of various techniques to improve a web site's ranking in the search engines and thus attract more visitors