With more than 80% of web users turning to search engines to find things online, ensuring your website is featured as high in the search results as possible remains incredibly important. This presentation takes a look at SEO and content marketing together with Google's Hummingbird, Panda and Penguin updates.

1. SEO Masterclass
Of Penguins, Pandas &
Hummingbirds
The Changing Face of Search
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2. Web Marketing
SEO Masterclass is a Marathon
There are NO quick wins!
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3. SEO Masterclass
Are you measuring?
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4. SEO Masterclass
• How many visitors does your site attract?
• What do they do whilst they are there
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How many pages do they look at?
How long do they spend on the site?
How does this compare against the targets set for the site?
How many conversions occur?
• Sales
• Email contact
• Subscription
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5. SEO Masterclass
Google Analytics
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6. SEO Masterclass
Traffic Sources
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7. SEO Masterclass
Webmaster – www.google.com/webmaster
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8. SEO Masterclass
Of Penguins, Pandas &
Hummingbirds
The Changing Face of Search
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9. SEO Masterclass
What IS SEO?
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10. SEO Masterclass
What IS SEO?
Andy Poulton
SEO is the discipline of ensuring a web site is
“Search Engine Friendly” in order to move the
site higher in the Search Engine Results Pages
[SERPs] without losing sight of the intended
target audience, the customer.
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11. SEO Masterclass
The Problem
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12. SEO Masterclass
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13. SEO Masterclass
80% of web users use Search Engines
90% use Google
50% of users go beyond page 1
10% of users venture past page 2
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14. SEO Masterclass
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15. SEO Masterclass
What’s the big secret?
Do the right things right
and
There Isn’t one!
get the right results
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16. SEO Masterclass
So Andy –
Are you going to tell us how to get to
in Google?
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17. SEO Masterclass
Are you registered?
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18. SEO Masterclass
www.mybusiness.co.uk
www.mybusiness.co.uk
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19. SEO Masterclass
www.google.com/submityourcontent/website-owner/
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20. SEO Masterclass
How do Search Engines Work?
• Search Engines use Spiders to discover and explore sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
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21. SEO Masterclass
So Andy –
Are you going to tell us how to get to
in Google?
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22. SEO Masterclass
Probably the most important
content on your web site
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23. SEO Masterclass
Choosing Keywords
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Think like a customer
Think laterally
Brainstorm Keywords
Ask everyone
Use tools such as
SEMRush
KeywordSpy
KeywordEye
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24. SEO Masterclass
SEMRush
KeywordSpy
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25. SEO Masterclass
Keyword Spreadsheet
Home
Page
Keywords
Searches
Services
Page
Searches
Keyword 1
25,000
Keyword 5
14,000
Keyword 2
19,756
Keyword 6
12,000
Keyword 3
10,000
Keyword 7
7,589
Keyword 4
3,756
Keyword 8
3,569
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26. SEO Masterclass
Where do they go?
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27. SEO Masterclass
Where to place Keywords
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28. SEO Masterclass
Where to place Keywords
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29. SEO Masterclass
Hummingbird – how it works and what it means
Previously on Google
With Hummingbird
Hotel
Swimming pool
Majorca
Hotel
Swimming pool
Majorca
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30. SEO Masterclass
Hummingbird – how it works and what it means
Hummingbird means Google understands
your whole search
not just the individual words
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31. SEO Masterclass
Hummingbird – how it works and what it means
You have to ensure that your keywords are
grouped in the same way that people may
use them when searching.
“Scattering” them across the page is nolonger good enough
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32. SEO Masterclass
Writing great content
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content – without thought to keywords
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33. SEO Masterclass
Writing great content
• Read out-loud
• Edit
• Incorporate your keywords
• Cut the word count in half
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34. SEO Masterclass
Ernest Hemingway’s Top 5 Tips for Writing Well
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35. SEO Masterclass
Rule No. 1
Always use short sentences
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36. SEO Masterclass
Rule No. 2
Use short 1st paragraphs
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37. SEO Masterclass
Rule No. 3
Use vigorous English
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38. SEO Masterclass
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
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39. SEO Masterclass
Rule No. 4
Be positive, not negative
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40. SEO Masterclass
Rule No. 5
Only use the gold
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41. SEO Masterclass
“I write one page of masterpiece
to ninety-one pages of shit,”
Hemingway confided to F. Scott
Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
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42. SEO Masterclass
Where to place Keywords
HTML Title
• about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular
page
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43. SEO Masterclass
Where to place Keywords
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44. SEO Masterclass
Where to place Keywords
Meta Description Tag – aka “Snippet”
– Limit to around 150 characters
– Use on every page
– Customise for each page
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45. SEO Masterclass
Meta Description Tag – aka “Snippet”
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46. SEO Masterclass
Where to place Keywords
Alternative Attribute – aka Alt Tag
– Every Image needs one
– Build Keyword Count
– Comply with Disability Discrimination Act - Accessibility
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47. SEO Masterclass
Alternative Attribute – aka Alt Tag
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48. SEO Masterclass
Where to place Keywords
Name files with keywords
HTML page name
www.bristolitcompany.com/seo-seminar
– Images
seo-seminar.jpg
• Use keywords for Text Links [Anchor Text]
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49. SEO Masterclass
Where to place Keywords
Header Tags <H1> </H1>
A “Virtual” Highlighter for the Search Engines
<H1> For IT support, app and software development in
Bristol and the South West…</H1>
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50. SEO Masterclass
Where to place Keywords – A summary
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Page Content
HTML Page Title
Meta Page Description
File / Image Names
ALT Attributes
Header Tags
Navigation Link Anchor Text
URLs
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51. SEO Masterclass
What Else Counts?
Backlinks
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52. SEO Masterclass
Backlinks
link:www.thecompetition.co.uk
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53. SEO Masterclass
Backlinks
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54. SEO Masterclass
Backlinks
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55. SEO Masterclass
What Else Counts?
Google will measure your site based on “relevance”
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The number of times it is clicked in a search
•
Where is the site hosted?
•
How fast the pages open
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56. SEO Masterclass
What Else Counts?
Domain Name
•
Does it include any Keywords?
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How long ago was it registered
•
How long is it registered for?
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57. SEO Masterclass
What has Changed?
Google Panda
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58. SEO Masterclass
What is Google Panda?
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Change to the way Google evaluates sites
1 poor page could impact whole website
Rolled out February 2011
Updated April 2012
Updated September 2012
Updated January 2013
Updated July 2013
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59. SEO Masterclass
What is Google Panda?
• Focus on Quality Content
• Human reviews train AI on good/bad sites
• Site design
• Trustworthiness
• Quality/valuable non spammy content
• Not “over optimised”
• Speed
• Would they return to the site
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60. SEO Masterclass
Don’t get caught out
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Only use ORIGINAL content
Ensure content adds value
Content should be visitor focussed
Don’t overuse keywords/phrases
Quality Check ALL pages
Add fresh content regularly
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61. SEO Masterclass
What has Changed?
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62. SEO Masterclass
What is Google Penguin?
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Change to the way Google evaluates sites
1 poor page could impact whole website
Rolled out April 2012
Updated May 2012
Updated October 2012
Updated May 2013
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63. SEO Masterclass
What is Google Penguin?
• Focus on Quality Backlinks
• Links from Quality sites – OK
• Links from relevant sites – OK
• Links from bad territory = Poison
• Links from Article Marketing = potential poison
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64. SEO Masterclass
Don’t get caught out
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Evaluate ALL backlinks [Google Webmaster]
Request removal from suspicious sites
Use Disavow Tool if request fails
Build links from quality sites
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65. SEO Masterclass
Remember
Your web site is for your
CLIENTS
not the search engines
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66. SEO Masterclass
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67. SEO Masterclass
www.google.com/places
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68. SEO Masterclass
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69. SEO Masterclass
So Andy –
Are you going to tell us how to get to
in Google?
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70. SEO Masterclass
Probably the
greatest marketing opportunity
known!
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71. SEO Masterclass
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72. SEO Masterclass
Pay per Click
aka PPC, Adwords, Sponsored Links
Google Adwords
Check out Google Advertising
Get Started Today
www.google.co.uk
25 characters max
35 characters max
35 Characters max
Home page URL
www.google.co.uk/adwords
Where the click lands
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73. SEO Masterclass
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 5p
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74. SEO Masterclass
Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 8p
2nd ad on page
Bid 20p per click
Pay 5p
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75. SEO Masterclass
Pay per Click – How it works
3rd ad on page
Bid 50p per click
Pay 11p
1st ad on page
Bid 30p per click
Pay 8p
2nd ad on page
Bid 20p per click
Pay 5p
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76. SEO Masterclass
The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions
Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)
1% is so-so to OK
2% is OK
3% and above is doing well
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77. SEO Masterclass
Pay per Click – How it works
The impact of Quality
Score
CTR 3%
3 x bid 20p = 60
Pay 5p
CTR 1.5%
1.5 x 30p = 45
Pay 8p
CTR 0.5%
0.5 x bid 50p = 25
Pay 11p
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78. SEO Masterclass
So how can we
improve
the CTR?
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79. SEO Masterclass
Pay per Click – Champion & Challenger
53%
1085
22,849
47%
476
20,262
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4.75%
2.35%
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80. SEO Masterclass
So how can we
improve
the Quality Score?
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81. SEO Masterclass
Improving Quality Score
•
Use negative keywords
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Experiment with keyword match options
•
Ensure keywords feature on landing pages
•
Direct keywords to relevant pages
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82. SEO Masterclass
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83. SEO
• Blogging
Masterclass
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
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84. SEO Masterclass
What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools
Google Analytics
www.google.com/webmaster
www.google.com/analytics
• Continually monitor your site’s ranking and make improvements
where possible
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85. SEO Masterclass
Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter
Linkedin
@andypoulton
AndyPoulton
Phone me
01793 23 80 20
07966 547 146
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