Organic SEO What is SEO n Process of

  • Slides: 65
Download presentation
+ Organic SEO

+ Organic SEO

+ What is SEO? n Process of growing visibility in organic (non-paid) search results

+ What is SEO? n Process of growing visibility in organic (non-paid) search results n ORGANIC listings: Listings which appear on search engine results pages because of their relevance to the search terms, as opposed to their being advertisements.

+ Answer machines n Search engines are essentially ‘answer machines’ n It returns results

+ Answer machines n Search engines are essentially ‘answer machines’ n It returns results that are RELEVANT and USEFUL n Then RANKS those results according to popularity of the website providing the information

+ Crawling and Indexing n ‘Bots’, ‘Spiders’ or ‘crawlers’ scour the web to reach

+ Crawling and Indexing n ‘Bots’, ‘Spiders’ or ‘crawlers’ scour the web to reach the billions of documents n They decipher code from them and store on massive databases to be recalled when needed for a search query

+ Relevance and Popularity n More than just finding a page with the right

+ Relevance and Popularity n More than just finding a page with the right words n Hundreds of factors influence relevance n Search engines assume the more popular a site the more valuable the info it contains must be n RELEVANCE & POPULARILTY determined by algorithms

+ Understand your audience n 3 types of search: n Transactional queries: They want

+ Understand your audience n 3 types of search: n Transactional queries: They want to DO something, e. g. listen to a particular song n Informational queries: They want to KNOW something, e. g. who wrote a particular song? n Navigation queries: They want to GO to a particular place, e. g. Facebook Ask yourself what your target audience is looking for and make sure they’ll be happy with what they find on your website.

+ Why is SEO important? n Search engines are the primary method of navigation

+ Why is SEO important? n Search engines are the primary method of navigation on the internet n They provide targeted traffic – people who are looking for what you offer n If search engines can’t find your site, you will miss out on a HUGE amount of traffic

+ Why is SEO important? n Search engines still have limits and they need

+ Why is SEO important? n Search engines still have limits and they need help to be able to find our websites n SEO boosts rankings making your site more VISIBLE amongst all the listings

+ Benefits of organic SEO n Cost effective n Trust and authority n Relevant

+ Benefits of organic SEO n Cost effective n Trust and authority n Relevant traffic n Long term results

+ Google’s Job n To return the most relevant and popular results with reference

+ Google’s Job n To return the most relevant and popular results with reference to the search term n Put these results into some sort of priority – ranking n The more popular a site, the more valuable the information it contains must be n Algorithms

+ Google Webmaster Guidelines n Make pages primarily for users, not search engines n

+ Google Webmaster Guidelines n Make pages primarily for users, not search engines n Make a site with a clear hierarchy and text links n Create a useful, information rich site n Make sure your <title> elements and ALT attributes are descriptive and accurate n Use keywords to create human-friendly URLs

+ Content Marketing The principles of content marketing

+ Content Marketing The principles of content marketing

+ Content Marketing Content marketing is a strategic marketing approach focused on creating and

+ Content Marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. The Content Marketing Institute

+ Principles of content marketing n Make your buyers more intelligent or entertain them

+ Principles of content marketing n Make your buyers more intelligent or entertain them to build an emotional connection n Don't pitch. . . deliver valuable information

+ Put yourself in your audience’s shoes n What are their questions? n What

+ Put yourself in your audience’s shoes n What are their questions? n What are their problems? n What are their pain points?

+ Remember… n 70% of the consumer's buying decision has already been made before

+ Remember… n 70% of the consumer's buying decision has already been made before they even pick up the phone

+ What is content? n Website page text n Blogs n Webinars n Video

+ What is content? n Website page text n Blogs n Webinars n Video n Podcasts n Infographics

+ Keywords The building blocks of search

+ Keywords The building blocks of search

+ Keywords n The keywords and phrases in your web content that make it

+ Keywords n The keywords and phrases in your web content that make it possible for people to find your site via search engines n As the search engines crawl and index they keep track of the pages in keyword-based indexes n The more specific your keyword, the lower the competition and the better chance you have of achieving a higher ranking

+ Keywords – KEY POINT The point of using keywords is NOT to rank

+ Keywords – KEY POINT The point of using keywords is NOT to rank highly or all keywords but to rank highly for the keywords that people are searching for when they want what your site provides

+ Keywords n Include your keywords: n At least once in the title tag

+ Keywords n Include your keywords: n At least once in the title tag n Once near the top of the page at the beginning of content n At least two or three times through your content, including variations n In the alt attribute of images n Once in the URL n At least once in the meta description

+ Keyword research n Is the keyword relevant to my website’s content? n Will

+ Keyword research n Is the keyword relevant to my website’s content? n Will someone find what they’re looking for on my site if they search using these keywords? n Will they be happy with what they find?

+ Keyword Tools n KWFinder n SEO Book n Serps n Wordstream n Keyword.

+ Keyword Tools n KWFinder n SEO Book n Serps n Wordstream n Keyword. io

+ The Competition n Look at the competition you have for your chosen keyword/s

+ The Competition n Look at the competition you have for your chosen keyword/s n Do you have a chance of ranking for it considering the competition?

+ Longtail Keywords n Contain at least 3 keywords n Used to target niche

+ Longtail Keywords n Contain at least 3 keywords n Used to target niche demographics rather than mass audiences n Get less search traffic but usually have a higher conversion value, as they’re more specific n More than 70% of Google searches are classed as longtail

+ Basic Keyword Research Tips n Write down a few words and phrases related

+ Basic Keyword Research Tips n Write down a few words and phrases related to your blog post n Use one of the keyword tools to gather a list of relwvant keywords n Put them in order of the most relevant to your article n Choose the most popular

+ Longtail Keywords n Child-friendly restaurant in Windermere n Restaurant in Windermere with lake

+ Longtail Keywords n Child-friendly restaurant in Windermere n Restaurant in Windermere with lake view n Windermere restaurant with outside seating

+ Task n In pairs, each ask the other 10 questions about their business

+ Task n In pairs, each ask the other 10 questions about their business n From these questions you should have: n A starting point from which to assess whether the content on your website answers these questions n Ideas for blog posts/videos

+ URLs

+ URLs

+ URLs n Make sure it will give readers an accurate idea of what

+ URLs n Make sure it will give readers an accurate idea of what will appear on the page n The shorter the better – Makes it easier for copying and pasting and looks more appealing n Include keywords but don’t stuff

+ URLs n Use hyphens to separate words (NOT underscores) n E. g. www.

+ URLs n Use hyphens to separate words (NOT underscores) n E. g. www. hotcontent. co. uk/ideal-blog-post-length n Avoid using strange characters, e. g. % or £ n Don’t use STOP WORDS such as and, a, to, in, an

+ Headings How to optimise your website’s headings for SEO

+ Headings How to optimise your website’s headings for SEO

+ Headings n Divides content into scannable blocks for your reader n Use them

+ Headings n Divides content into scannable blocks for your reader n Use them to outline the main sub sections of your page/post n Google loves them! n It wants to to use headings so it’s easier for their robots to understand n Top down hierarchy from <h 1> to <h 6> n H 1 and H 2 headings will be given priority n ONLY USE ONE H 1 TAG

+ Links How to use links to optimise your website

+ Links How to use links to optimise your website

+ Natural links n A vote of confidence n Trackable traffic n Adds value

+ Natural links n A vote of confidence n Trackable traffic n Adds value n Credibility n Incentivizes inbound links n Positive participation and contribution n Directories

+ Tip n Use keywords within your links to help Google find your pages

+ Tip n Use keywords within your links to help Google find your pages n This is called ANCHOR TEXT n E. g. If I’m linking to a page talking about blogging training I’d hyperlink the words blogging training rather than click here or read more… this is a common mistake

+ Meta Information How to write and optimise your meta tag and meta descriptions

+ Meta Information How to write and optimise your meta tag and meta descriptions

+ Metatitles n Tell search engines and visitors what any given page of your

+ Metatitles n Tell search engines and visitors what any given page of your website is about

+ Metatitles n 65 to 75 characters long n Include keywords – least important

+ Metatitles n 65 to 75 characters long n Include keywords – least important last n Don’t duplicate n Make it relevant n Don’t keyword stuff n Consider readability

+ Metatitles Primary Keyword – Secondary Keyword | Brand Name

+ Metatitles Primary Keyword – Secondary Keyword | Brand Name

+ Meta Descriptions

+ Meta Descriptions

+ Meta Description n The meta description is not used by search engines for

+ Meta Description n The meta description is not used by search engines for rankings n BUT rather help to attract searchers to click n Write your meta description for your READER not Google n Keep under 160 characters n Try to include a question

+ Images How to optimise your website’s images

+ Images How to optimise your website’s images

+ Optimising images n It’s possible to use your images to rank higher n

+ Optimising images n It’s possible to use your images to rank higher n Helps drive traffic through Google images n Helps the visually impaired

+ Alt attributes n Provide alternative text for your images n It gives search

+ Alt attributes n Provide alternative text for your images n It gives search engines a text description of what’s on the images n Also the function of the image n E. g. If you have an image which is used to buy product X the tag would read “button to buy product X” n Use sentence form n Useful also for Google image searches n Include keywords

+ Image file name n Instead of IMG_0001 name the file appropriately n E.

+ Image file name n Instead of IMG_0001 name the file appropriately n E. g. Lake-District-Wedding n Keep the file name to 2 -3 words

+ Image Size n File size of your images can affect rankings n Too

+ Image Size n File size of your images can affect rankings n Too big and the page will be slow to load and lead to poor user experience n DON’T upload directly from I phone n Resize your images BEFORE uploading n Handy tool – Picresize n Keep as small as possible without losing quality

+ Blogging and SEO The benefits of creating a blog for SEO

+ Blogging and SEO The benefits of creating a blog for SEO

+ Benefits of blogging for SEO n Google loves fresh content n Blog length

+ Benefits of blogging for SEO n Google loves fresh content n Blog length n Not everything you write in going to be an SEO hit, nor would you want it to be for some e. g. personal or specific to a buyer’s journey n People don’t typically search for your brand name, usually don’t know who you are so use q’s n CM blogs etc about being found when someone’s looking for you when they’ve never heard of you before, it’s not about is it’s about them.

+ Blog Titles n Think about the questions your audience have n Use a

+ Blog Titles n Think about the questions your audience have n Use a keyword tool to compare search volume and competition n Questions n Top 5 or 11 ½ reasons why…

+ Blog SEO Checklist n Keyword research n Blog title – n Include main

+ Blog SEO Checklist n Keyword research n Blog title – n Include main keyword n Use sentence form n Aim for below 60 characters n Don’t keyword stuff!

+ Blog SEO Checklist n Optimise URL n Headings and sub-headings n Meta title

+ Blog SEO Checklist n Optimise URL n Headings and sub-headings n Meta title and meta description

+ Market your content n Get your content talked about and shared

+ Market your content n Get your content talked about and shared

+ The Big Five n Marcus Sheridan n They Ask You Answer n The

+ The Big Five n Marcus Sheridan n They Ask You Answer n The Big Five: n Cost/Price, e. g. How much does a product/service cost? n Problems, e. g. Top 5 product/service problems and solutions n Comparisons, e. g. Product/service vs product/service: Which is better? n Reviews, e. g. A review of a product/service n Best of or Top #, e. g. Who are the best product/service providers in…

+ Measuring success n Google Analytics

+ Measuring success n Google Analytics

www. hotcontent. co. uk/seo-training

www. hotcontent. co. uk/seo-training

+ Duplicate content n Websites containing duplicate content are penalised by search engines n

+ Duplicate content n Websites containing duplicate content are penalised by search engines n They will only show ONE version of a duplicate piece of content n You risk your content not being indexed and listed in search queries

+ Bounce Rate n The bounce rate is based on the number of people

+ Bounce Rate n The bounce rate is based on the number of people who visit more than one page of your site n Displayed as a % on Google analytics n Ideally you want people to stay on your site as long as possible and for your bounce rate to be LOW n By creating engaging content you’ll encourage them to stay!

+ Social Shares n Strong correlation between the amount of social shares of your

+ Social Shares n Strong correlation between the amount of social shares of your content and the authority of your website n Every website has a Domain Authority (DA) and Page Authority (PA) n Based on a number of factors, ONE of which is social shares

+ Other considerations: n Podcast – I Tunes is a search platform n Video

+ Other considerations: n Podcast – I Tunes is a search platform n Video – You. Tube is a search platform

+ Problem Maps

+ Problem Maps