If you are in marketing or PR, Search Engine Optimisation is one of those topics that comes up a lot. Everybody knows it’s important but there is an illusion around it that you have to be a tech expert to master the techniques and learn tricks to get to that coveted top position. But the reality is the rules have changed. This presentation is about debunking the myths that surround SEO and giving you a structure to follow to understand how to maximise search engines for business in 2013.

1. How to do SEO in
2013
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2. 2013
Why is search so
important?
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3. 2013
Which channels do B2B buyers use to get information advice?
Web searches 71%
Other word of mouth 56%
Online community sites 12%
LinkedIn 1o%
Facebook 5%
Twitter 3%
Other social media 2%
Other 1%
0 150 300 450 600
Source: Buyersphere Report 2012
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4. 2013
“In 5 years time there won’t
be any SEO experts.”
Roz Mackenzie, General Manager of Content Strategy at TUI Travel
January 2013
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5. 2013
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6. 2013
How can you influence the
ranking of your site in
search listings?
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7. 2013
The evolution of search
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8. 2o13
THEN
Target specific keywords
Write content for search engines
Keyword stuffing
Focus on link building
Optimise for search engines
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9. 2o13
THEN NOW
Target wider range of keywords/
Target specific keywords
phrases
Write content for search engines
Keyword stuffing
Focus on link building
Optimise for search engines
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10. 2o13
THEN NOW
Target wider range of keywords/
Target specific keywords
phrases
Write content for search engines Write content for users
Keyword stuffing
Focus on link building
Optimise for search engines
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11. 2o13
THEN NOW
Target wider range of keywords/
Target specific keywords
phrases
Write content for search engines Write content for users
Keyword stuffing User friendly content
Focus on link building
Optimise for search engines
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12. 2o13
THEN NOW
Target wider range of keywords/
Target specific keywords
phrases
Write content for search engines Write content for users
Keyword stuffing User friendly content
Focus on link building Focus on social signals
Optimise for search engines
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13. 2o13
THEN NOW
Target wider range of keywords/
Target specific keywords
phrases
Write content for search engines Write content for users
Keyword stuffing User friendly content
Focus on link building Focus on social signals
Optimise for search engines Optimise for users
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14. Debunking SEO
myths
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15. 2013
Myth #1:
You must rank top
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16. 2013
Myth #2:
It’s all about keywords
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17. 2013
Myth #3:
Homepages need a lot of
content
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18. 2013
Myth #4:
SEO is something IT can
handle
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19. 2013
Myth #5:
Content alone will get
results
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20. How to do SEO in
2013
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21. 2013
SEO housekeeping
checklist
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22. 2013
No. 1: Allow robots to crawl appropriate pages within your site
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23. 2013
No. 2: Install analytics
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24. 2013
No. 2: Install analytics
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25. 2013
No. 3: Set up Google Webmaster tools
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26. 2013
No. 4: Set up meta data
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27. 2013
No. 4: Set up meta data
Page
Title tag
description
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28. 2013
No. 4: Set up meta data
Page
Title tag
description
Keywords Authorship
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29. 2013
No. 5: Use SEO friendly page titles
www.company.com/infopage.cfmPageID=2
www.company.com/news/post122
http://comany.com/taxonomy/term/5
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30. 2013
No. 5: Use SEO friendly page titles
www.company.com/infopage.cfmPageID=2 www.company.com/get-in-touch
www.company.com/news/post122 www.company.com/news/13-ways-to-
improve-your-website-in-2013
http://comany.com/taxonomy/term/5 http://comany.com/events/January-2013/
content-webinar
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31. 2013
No. 6: Add breadcrumb navigation
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32. 2013
No. 7: Put HTML & XML site-maps on your site
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33. 2013
No. 7: Put HTML & XML site-maps on your site
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34. 2013
No. 7: Put HTML & XML site-maps on your site
USERS
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35. 2013
No. 7: Put HTML & XML site-maps on your site
USERS
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36. 2013
No. 7: Put HTML & XML site-maps on your site
USERS
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37. 2013
No. 8: Create a useful 404 page
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38. 2013
No. 8: Create a useful 404 page
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39. 2013
No. 8: Create a useful 404 page
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40. 2013
No. 8: Create a useful 404 page
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41. 2013
No. 8: Create a useful 404 page
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42. 2013
No. 9: Ensure images have alt text descriptions
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43. 2013
No. 10: Add your business to Google places
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44. 2013
How YOU can influence
search engine results
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45. 2013
Content Strategy
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46. 2013
Content Strategy
1.
2.
3.
Business
Objectives
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47. 2013
Content Strategy
1.
2.
3. ?
Business Target Audience
Objectives Profiling
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48. 2013
Content Strategy
1.
2.
3. ?
Business Target Audience Content
Objectives Profiling Audit
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49. 2013
Content Strategy
1.
2.
3. ?
Business Target Audience Content Content
Objectives Profiling Audit Planning
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50. 2013
Content Strategy
Measurement
1.
2.
3. ?
Business Target Audience Content Content
Objectives Profiling Audit Planning
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51. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
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Source

52. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
Ebook YouTube
Website
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Source

53. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
Ebook YouTube
Website
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Source

54. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
Ebook YouTube
Website
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Source

55. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
Ebook YouTube
✓ 9,000 downloads!
Website
✓ 50,500
video views!
✓ 5,900 fans, 200 ‘talking about’
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Source

56. 2013
“I realised that I needed to stop selling so much and just
be helpful and available”
Ebook YouTube
✓ 9,000 downloads!
Website
✓ 50,500
video views!
✓ Top ranking for all ✓ 5,900 fans, 200 ‘talking about’ ✓ Revenue up 19% 2012
key search terms Vs 2011
✓ Conversion rate is up from
55% to 70%
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Source

57. 2013
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58. 2013
1. Provide relevant, useful content
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59. 2013
1. Provide relevant, useful content
2. Publish frequently (...use an editorial calendar!)
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60. 2013
1. Provide relevant, useful content
2. Publish frequently (...use an editorial calendar!)
3. Promote your content
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61. 2013
1. Provide relevant, useful content
2. Publish frequently (...use an editorial calendar!)
3. Promote your content
4. Measure & react
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62. hello@deerdigital.com
01224 583821
@DEERdigital