This is a copy of an SEO training course presentation we did for Doncaster Chamber back in February.

1. Need More Clicks.com
SEO Training Course
1st February 2012
andy@needmoreclicks.com
Tel: 01302 515 335
Mobile: 07887 580 852

2. • Introductions
• Why Do We Need SEO?
• Natural v PPC
• On Page SEO – Finding & using the right keywords
• Off Page SEO – Building Links & Social Media
• Blogs
• Google Places
• PPC (Google Adwords)
• KPI‟s & Measurements
• Tools
• Wrap Up

3. My Background
– 20 Years Sales & Marketing Experience
– Glaxo, Barclays, IT Consultancy Co‟s
– 9 Years online marketing experience
– We spend our own money on our own campaigns
– In the last 3 years one of our projects has generated
£496,000 Revenue from a Google Adwords spend of
£28,000
– Our latest client has enjoyed an online sales increase
of 566%
– A recent project was position 2&3 on the first page of
Google with 2 weeks, now number 1

4. June 6th 2011

5. What is SEO (Search Engine
Optimisation), web site
optimisation, online
marketing, internet marketing?
The process of increasing the amount of
visitors to a web site by ranking high in the
search engine results, pay per click
advertising or social media followed by
maximising site conversions

6. Why Do We Need SEO?
But be careful chasing top spot!

7. How We View Search Results

8. Typical Search Results Page

9. Local Searches

10. What do we do?

11. The right keywords – where‟s the crowd?
Pick a fight you can win

12. Keyword Factors
Broad terms don‟t convert as well as “Long Tail
Keywords” even though they have more searches

13. How do we do Keyword Analysis?
• Google Keyword Tool
• Google Suggest
• 3rd Party Tools e.g. Market Samurai
• Customers / Suppliers / Staff
• Themes & Categories

14. Keyword Evaluation
• Google Free Keyword Tool
• Google Insights
• 3rd Party Tools - WordTracker, Market Samurai

16. The Competition – Analysing the Top 10

17. Page Title – Very Important
Page Description sits
„behind the page‟ but forms
part of the search snippet
Headings (H1, H2…)
The right content
Images Need Alt Tags

18. Search Snippets
Page Title – Very Important
~65 Chars
Page URL
Page Description
~165 Chars
These are all sales
opportunities, make
sure you have calls
to action

19. What to do with Keywords
•Page Titles, Page Descriptions, Headings
•Website Copy, write compelling content & keep it
current
•Keyword in the 1st & last sentence of the page, bold
the first one
•Within Image Alt Tags
•Within Anchor Text for internal pages
•Make sure each page is different
Example

20. On Page SEO – Making The Page Relevant
• Remember Google likes relevancy – the
more up to date the better
• The link to landing page must be seamless
• For Natural Results & Especially Google
Adwords
• Review Google Guidelines
• Let‟s look at your websites

21. Keywords are just the start!

22. Off Page SEO
• What does this mean
• How to get links
• Forums, Video, Blogs, Social Media
• LinkedIn
• Twitter
• Facebook
• Squidoo
• „Keyword Cloud‟

23. Google Likes Links
• One of the most important factors in
getting ranked
• Inbound links to your website
• Incredibly Important
• From „authority sites‟
• The more the better
• Use the right Anchor Text – keyword
rather than „Click Here‟

24. • Link to „deep pages‟ within your website
not just the Home Page
• Use a variety of sources
• How to measure your links:
Majestic SEO or Yahoo Site Explorer

25. Google Places
If you sell locally, use Google Places – its free and
gets you to the top of the local search results
Example

27. Using Video

28. Social Media – What is it?

29. Social Media Facts
• If Facebook was a country it would be the
world‟s 3rd largest
• 80% of Twitter usage is on mobile devices
• 25% of search results for the top 20 brands are
links to user generated content
• 90% of consumers trust peer recommendations
The consumer is now in control of your brand!

31. How to use Social Media
• Remember, Google Likes Links
• Use Social Media sites to generate links to your
web site
• To grow a community around your products and
services
• To allow friends to recommend you to their
peers
• Combine Online & Offline Strategies

32. What‟s Missing?

33. Facebook

34. LinkedIn

35. Twitter

36. • Add Social Media buttons to your email
signature
• Make them prominent on your website
• Run competitions
• Use printable vouchers
• Build an email list
• Don‟t spam, send them something they‟ll
want to read

37. Blogs In More Detail
Why set up a blog?
Stand alone, keyword based domain (.co.uk)
Using Wordpress
Keeping it updated
Page structure
Plugins
Blog Example

38. Social Media Flow
WWW
Different connection points on the web for you

39. Pay Per Click Marketing (Google Adwords)
• Why Paid Search?
• Set up & Structure
• Ad Groups
• CTR & Landing Pages
• Goal Conversions
• Reports

41. Website House Keeping
• Google Analytics
• Google Webmaster Tools
• Google Sitemaps

42. KPI & SEO Measurement
• Why?
• What can we measure?
• Google Analytics
• How do we measure?
• What is important your business?

43. Wrap up
• Online Guides
• Blog
• Support
• Q&A