SEO Presentation at Introbiz Business Show 2013
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Topics include: - What is SEO (search engine optimisation) - How do search engines work - On-site SEO and keywords - Off-site SEO and links - Local SEO and Google+ Local - Content creation ideas
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SEO Presentation at Introbiz Business Show 2013
- 1. Content Strategy, SEO and Social Media USING SEO TO GET THE MOST OUT OF YOUR WEBSITE
- 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
- 3. WHAT WE WILL COVER Part 2: On-site SEO How to pick keywords How to optimise web pages
- 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links Google+ Local
- 5. WHAT WE WILL COVER Part 4: Content How to create great content
- 6. WHAT IS SEO?
- 8. WHY BOTHER? High rankings mean... Greater brand exposure More traffic More sales & enquiries
- 9. HOW GOOGLE WORKS Spiders crawl links Adds pages to the index Shows most RELEVANT results Orders results due to IMPORTANCE
- 10. RELEVANCE Keywords on your pages Keywords behind your pages
- 11. IMPORTANCE In-bound links Votes of confidence Relevancy Authority
- 12. ON-SITE SEO
- 13. CHOOSING KEYWORDS Assumption is the enemy of SEO So, use the Google Keyword Planner tool (it’s free and easy to use)
- 15. CHOOSING KEYWORDS Look at ‘exact’ match keywords Compare volume with competition - find gaps in the market Mix quick-wins with long-term goals
- 16. SEO COPYWRITING Google ranks webpages, not websites 1-2 phrases per page Get them into your pages...
- 17. SEO COPYWRITING
- 18. SEO COPYWRITING In your copy = headings, subheadings, body, call-to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc...
- 19. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
- 20. OFF-SITE SEO
- 21. LINK BUILDING Your site needs in-bound links Google is a popularity contest Many ways to get links...
- 22. LINK BUILDING Directories Niche specific (hotels, tourism, travel) Location specific
- 23. LINK BUILDING Content Guest blog posts Advice articles Online press releases
- 25. GOOGLE+ LOCAL ‘Local SEO’ Appear within the map results
- 27. GOOGLE+ LOCAL Keywords within your listing Citations Reviews
- 28. CONTENT
- 29. CONTENT Spend time on creating good regular content Your brand will stand out to visitors You will find new fans and followers
- 30. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
- 34. SEO & CONTENT “Provide unique and relevant content that gives users a reason to visit your site...create a useful, information rich site” - Google
- 35. SEO & CONTENT Google is constantly looking for content to show to users Link-bait = the best links Gets social links, which are now vital
- 36. SO...
- 37. YOU NEED TO Choose your keywords carefully Optimise your pages properly Build lots of links from external sites Set-up a Google+ Local profile
- 38. YOU NEED TO Find out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
Notes de l'éditeur
- Huge topic Still learning, 12 years in, changes every day The basics stay the same Only 1/2 hour to quickly run through it all, so will be quick.
- 4 main areas, each with a few tips Q&A at the end
- Brings it all together Growing in importance these days
- To start, let’s spend a couple of minutes looking at what SEO is
- The Organic results Traditionally, two sections to a search engine. Paid and unpaid Not talking about PPC today. This section, where usually 70-80% of people click. Will see tourism example throughout - can all relate to it.
- People trust sites at top of Google SEO is an industry levellerYou can compete internationally in competitive markets and win Pull NOT Push
- Spiders = software. Seek out content for the index. Jump from link to link How does it decide what to rank where? Two main keywords to remember = RELEVANCE & IMPORTANCE
- Keywords on pages - headings, copy Behind the scenes - titles, meta data Gets you into the game.
- Gets you to the top of the pile. Popularity contest That’s it. SEO in a nutshell. Proving relevance and then importance ranks you above the next site
- How do we make sure our on-site SEO (i.e. the SEO work on our actual website) is up to scratch? Start with the basics, and that’s making sure you are targeting the right keywords.
- Tip 1 is all about choosing keywords Big mistake we see - wrong keywords are chosenBased on assumption
- Stick ‘keyword tool’ into Google. First result. You do need a Google Account to access this these days.
- Tip 2 is about using keywords. Poor keyword use is a big issues Duplication of keywords across pages (cannibalisation) is a problem
- Page title. Meta description. URL. All visible in Google Need keywords in there (emboldened) and good sales messages to entice the click.
- Will cover this more after
- A varied and natural link profile is best. Don’t ‘over optimise’ as this annoys Google
- Formerly Google Places Known as Local SEO
- Formerly Google Place Known as Local SEO
- A mini SEO project. Prove relevance and importance again: Accurate info + keywords within listing = relevance Citations & reviews = importance Encourage reviews from people. Charity donation? Venue in London does this well.
- Huge subject Hugely important Brings everything else together and steps it up a notch
- Tip 3 is about creating content. Great content COntent can be blog posts, news articles, videos, images, guides, whitepapers, etc.
- Don’t write for the sake of it. Find out what people care about first
- Hugely important not just for users (hints, tips) or so you have extra pages for Google But also helps improve your SEO and therefore rankings
- Blogging allows you to quickly create keyword rich contentFresh content keeps Google returning Good for UNIVERSAL search SOCIAL SIGNALS = important ranking factors
- To summarise.