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Introduction to SEO

Shows your how to conduct your own in-house SEO
by

Daniel Fisher

on 30 June 2015

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Transcript of Introduction to SEO

SEO is big business if you contract someone to work on your website, make sure they are doing it correctly.

Bad SEO practice will damage your brand and get you banned from search engines.

IMPORTANT

Content is KING, so write useful and unique content, if you can't then get someone to do it for you.

Create a website that contains meta tags, valuable content, graphics, videos and keywords that help improve your site.

Link from your site as long as the linking website is relevant and an authority.

Encourage web traffic through many venues including keyword advertising, links, PR and marketing campaigns.

Submit your website to search engines manually instead of waiting for them to find you.

Positive SEO

Sign up for Google Analytics to monitor visitors to your site.

Integrate into your site using tracking or HTML code.

Key reports to monitor:
- Total visits
- Unique visitors
- Pages per visit
- Average time on site
- Bounce rate
- Search terms and referral sites



Google Analytics

Social media is starting to play a bigger part in SEO than ever before.

Social media takes the power away from the seller and give it to the buyer.

People share because you have something valuable to offer or they find the content on your site useful.

Social shares are becoming part of the ranking algorithm and in future updates it will play a more important role …

Using Social Media

YouTube is the second most popular search engine in the world.

All of the following factors have an impact on positioning in YouTube search:

Metadata – video title, description and tags (just like Google video search).
Number of comments and shares.
Date added (new videos will rank highly).
View count (and channel view count, number of subscribers and playlist adds).
Rating and flagging.
Incoming links (exposure on other sites, other embeds, RSS links).
What about YouTube?
Google displays videos in results when it thinks videos might be particularly relevant to the keyword or phrase someone's searched for.
Adding videos to your website will help with SEO.
Using Videos
Adding yourself to numerous directories no longer works but...

One quality free link that you cannot do without is Open Directory Project (DMOZ) www.dmoz.org
Very selective and strict guidelines, you suggest the site and it is up to them to accept it. Has a domain authority of 98.

Also Yell.com rank at the top for most local service based searches so make sure you are added onto their website
Directories
Internal Links

Define the structure of your site, search engines will use this to discover other pages on your site.

The home page should provide a link to all landing pages on your site.

Broken internal links can be a large problem for your visitors, use webmaster tools to find them.

You can link externally from your pages but make sure they are good quality sites using Moz’s Opensite Explorer.
Types of Links

Gather page information by using www.ranks.nl as mentioned before. This will show you how the competition are optimising their web pages

Gather information on their indexed pages using ‘site:domain.com’

Once you are happy that you are competing with the correct keywords, you can then move onto link building

Competitor Analysis

Both Google and Bing have Webmaster tools which you can monitor your websites performance.

Informs you about broken links internally and to your site

IMPORTANT: Add the link to your XML Sitemap on Webmaster tools so the search bots/spiders know where to look

Webmaster Tools

Conduct a quick assessment of which pages are indexed in search engines. To do this type ‘site:yourdomain.com’ into Google and Bing (You can also do this for competitors websites to analyse them).

Do both search engines have the same number of pages indexed? Do you notice any pages missing?

If the page number are not equal and there are pages missing then this means that the pages aren't being indexed properly

Indexed Pages

Site Tags

Meta Description (156 characters)
Apparently, no longer used for ranking BUT still important as it is used by search engines to display description under search results.

Meta Keywords
No longer used for ranking but can be used for researching keywords on competitors sites.

Meta Tags

Keep your website copy unique and fresh. Ensure you update your site as often as possible with blogs, new products, new pages, categories and testimonials.

Don’t fill your site with repeated words as this is considered ‘spam’

Ensure that content is not copied using
www.copyscape.com
as search engines will punish you for duplicate content

Content

Difficult generic and competitive phrases can take 9-12 months minimum to get top rankings, if at all possible.

Long-tail phrases (more words) are easier but have less searches.

Use a mix of a few difficult phrases and some long tail phrases.

Always remember: search engines want to see a theme – don’t diversify too much.

Keyword Tips

Step 4:
You will now have a fairly comprehensive list of keywords/phrases which people will be using to search for your products and services. These will include very generic, common, complementary words and long winded phrases.

Phrase 5:
You can now start to analyse whether the keywords or phrases are actually being searched for.


After all there is no point optimising your site and coming 1st on search engines for keywords that aren't searched for.

Identifying Keywords

Step 1:
Consider the services you provide as a business in one word, then two words until you have a combination of up to 4-5 words. List all of these words/phrases.

Step 2:
Now consider you had to search for someone other than your company, do the same as above with the words and add to the list. Use page analyser on www.ranks.nl to analyse competitors pages for keywords.

Step 3:
Now think about location, do you supply locally, regionally and nationally? You can use areas to expand the list.

Identifying Keywords

SEO Plan

Include keywords in your visible page text (text inside an image is not readable)

Limit all pages to less than 150KB of images (loading speed matters)

Make sure each page is accessible by at least one static link

Yahoo is owned by BING so the algorithms are the same

What Bing Wants

Make pages primarily for users, not for search engines

Make a site with a clear hierarchy and text links

Every page should be reachable from a least one static text link

Create a useful, information-rich site and write pages that clearly and accurately describe your content

Do not create too many external links on your website
What Google Wants

Search Where?

An Algorithm is a set of rules or a process that needs to be followed in order to problem solve.

Google includes over 200 ranking factors within it’s main algorithm

About 10 of these factors account for 95% of ranking considerations

Ranking algorithms often change - it’s important you keep up to date. Industry blogs and forums which you should subscribe to


Good examples are: Google Webmaster Blog, Matt Cutts Blog (Top Google SEO Guy), Search Engine Land, Search Engine Roundtable, Web Pro News

Algorithms

SEO is the term used for optimising your rankings within the organic search engine results (natural / non-paid).

SEO is a basically ‘Improving your visibility on the Internet’.

This is achieved by following
ethical
steps to improve website relevance.

Most companies focus on rankings with Google.


What is SEO?


Enable you to have a good understanding of Search Engine Optimisation and its components.

Understand areas of your website which can be improved and why content is so important.

Enable you to carry out effective keyword research.

Understand your competitors and how to compete with them on search engines.

Learn how social media is becoming important in SEO.
Session Objectives

Google places - http://www.google.co.uk/business/placesforbusiness

Google Adwords - http://www.google.com/adwords

Google analytics - http://www.google.com/analytics

Google Webmaster tools - https://www.google.com/webmasters/tools

Bing Webmaster tools - http://www.bing.com/toolbox/webmaster

SEO Moz Toolbar - http://moz.com/tools/seo-toolbar

Ranks.NL - http://www.ranks.nl

Moz Opensite Explorer - http://www.opensiteexplorer.org

Open Directory Project (Dmoz) - http://www.dmoz.org

Useful Links

SEO is a process.

It takes time to build your way up search engines and hard work pays off.

Do not try to cheat your way to the top, it may work temporarily but the search engines always catch up with you.

REMEMBER

Tricking search engines by embedding hidden keywords into your website.

Generating links from unrelated websites.

Listing on hundreds of business directories (be selective)

Filling your website with keywords and not supplying rich content.

Not submitting to Webmaster tools and monitoring visitors.
Negative SEO

Google places show up on searches

Google Places

Google Analytics

External Links

Links are important as they are effectively a ‘vote’ for your website. A few ways of getting natural links is to have great content and blog regularly about your industry.

Links are evaluated using relevance to your site, authority of the linking domain and if the linking site is trusted, again you can check the authority of a website using Moz’s Opensite Explorer.

Domains such as .gov, .ac.uk and .edu have higher authorities
Types of Links

An XML Sitemap is not the same as the site map you have on your website for the visitors to guide them through the pages on your site

An XML Sitemap tells search engines:





Generate an XML Sitemap for your website whenever you add pages. You should always aim to have an up to date XML Sitemap on your server

To generate an XML sitemap visit www.xml-sitemaps.com (free) or if you use a CMS there are plugins available



XML Sitemap

Short URLs (web address) perform better and are easier to link to.

Keywords in URLs are a MUST

Use keywords closer to the start of the URL


For example http://yourdomain/listing_0736 does not read well for SEO whereas http://yourdomain/page or
http://yourdomain/keyword will read better
URLs

Headings <H1> / Sub Headings <H2>:
These headings are very important and should be considered for the headline for the page to describe what their page is about. Google give major ranking points if the keywords are included in headings.

Images <img>:
Images are now seen as a window to lead searchers onto your site with image searches. Using keywords/phrases in image file names and alt text will add further weight to SEO efforts.

Site/page tagging; the meta tags that are included in the HTML of the site are essential to being listed correctly in search engines.

You should always pay attention to the ‘Title’ and ‘Description’ tags.

Tags

Use keywords in the first 100 words of the written content on the page.

Keep content relevant and write it for people and not for search engines. Google and Bing will reward you for the quality of your content.

Add anchor text in your content, do not over do this as search engines will see it as unnatural linking.

Use good grammar and spelling!
Content

Free Google Keyword Planner (replaced keywords checker)
You need a Google AdWords Account.
Keyword Planner

Assessing Your Site

The Search Process

How Search Engines Work

Spiders/Bots

Blush Digital (formerly Howdan Marketing & Digital Dog Apps), a digital agency
based in Preston.
We cover all areas of apps, web &
marketing.
iOS apps
Web Development
Software Development
SEO & PPC
Social Media Marketing

Who are we?

Introduction to
Search Engine Optimisation

Case Study: Preston Print 04/11/13
Google Analytics

Exactly what pages are on the website
How often these pages change and their priority
To index pages that are difficult to find
It also shows you which keywords were used to find your website
Presented by:
Martin Mulvey
Digital Marketing Manager

"Mobilegeddon"
Since the end of April 2015, Google released that websites that weren't "Mobile Friendly" aka "Responsive" will be penalised with their search engine ranking positions.
Is your website responsive?
If not, fix it quickly or your hard earned rankings could disappear. If you're just starting out with SEO, you're giving yourself a handicap with having a non-responsive website.
Full transcript