The slides from the, what can I call it, lecture? Oh yeah. It was at a college, I'm going with lecture. The slides from my 2nd LECTURE at City of Bath College in January 2015

1. #SEO @MrJonPayne
#SEO
@MrJonPayne
@BathCollege

2. #SEO @MrJonPayne
EMERGENCY?
©BAMCorp

3. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:35ish Intros. Me, you, Google
BREAK
11:45 13:00 The (annoying) importance of links
LUNCH
14:00 14:50 Site content and architecture
BREAK
15:00 15:50 Techie round up & PPC
FINISH WITH QUESTIONS

4. BrianForbes

5. #SEO @MrJonPayne
I HAVE 3 O’ LEVELS*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*And I’m teaching?? Today may be my mother’s proudest.

7. @MrJonPayne
TRUSTED
The biggest local players in the public sector, the biggest local
brands and our peers
#SEO

8. #SEO @MrJonPayne
RESPECTED
For campaigns that innovatively lever search, video, Facebook,
Twitter and Google+
#SEO

9. @MrJonPayne
CANDID
We freely give away the basics. This stops our ‘competitors’
ripping people off.
#SEO

10. @MrJonPayne
STUPID
Disruption is transformative#SEO

11. @MrJonPayne
TESTED
Top shows all non PPC traffic from month 1. Bottom just that from
Universal Search
#SEO

12. #SEO @MrJonPayne
YOU?
2 minutes max
Name – Job – Company
“Today, I’d like to go away with…”

13. BrianForbes

14. #SEO @MrJonPayne
ZERO SUM GAME
Money isn’t limitless. You need to stop your potential customer
spending it on something else.

15. National Geographic

16. #SEO @MrJonPayne
DIGITAL MARKETING…
visitor acquisition
visitor behaviour
visitor outcome

17. #SEO @MrJonPayne
N00B?
• Sign up for Google Analytics
• Install Google Analytics on EVERY PAGE OF your website
• Set up Goals
http://www.google.com/analytics/

18. #SEO @MrJonPayne
SEO
PARTICULARLY, GOOGLE

19. #SEO @MrJonPaynewww.youtube.com/watch?v=BNHR6IQJGZs

20. #SEO @MrJonPayne
NO 1 ON GOOGLE ISN’T THE
GOAL
Google in 2001 isn’t the same as now

21. #SEO @MrJonPayneThe singularity! Almost. Things not strings.

22. #SEO @MrJonPayneWhere’s your number one? NOT EVEN ANY ADS!

23. #SEO @MrJonPayneThe singularity cometh. But in the meantime

24. #SEO @MrJonPaynehttps://www.youtube.com/watch?v=mmQl6VGvX-c

25. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:35ish Intros. Me, you, Google
BREAK
11:45 13:00 The (annoying) importance of links
LUNCH
14:00 14:50 Site content and architecture
BREAK
15:00 15:50 Techie round up & PPC
FINISH WITH QUESTIONS

26. #SEO @MrJonPayne
THE (ANNOYING)
IMPORTANCE OF LINKS
They’re how spiders crawl the web

27. #SEO @MrJonPayneMatt talked about links. A link is something that you click / press on a
page which then fires off an event.

28. #SEO @MrJonPayneYour logo is a link, right? RIGHT?

29. #SEO @MrJonPayneYour logo is a link, right? RIGHT?

30. #SEO @MrJonPayne
INTERNAL LINKS
When page a links to page b, page a bestows some of its
authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

31. #SEO @MrJonPayne
EXTERNAL LINKS
You’re saying to your visitors (and Google), “Hey, you can trust
this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b

32. #SEO @MrJonPayne
INBOUND LINKS
More inbound links is good then, right?
www.yoursite.com/page-a
www.anothersite.com/page-b

33. CC

34. CC
WITH LINKS
QUALITY >
QUANTITY

35. #SEO @MrJonPayne
INBOUND LINKS
GOOD – ONLY AS LONG AS THE OTHER SITE IS
TRUSTWORTHY
www.yoursite.com/page-a
www.anothersite.com/page-b

36. #SEO @MrJonPayne
RECIPROCAL LINKS
Beloved of ‘SEO’ companies, but think of the Knowledge Graph
Unless there is a demonstrable ‘real world’ partnership it’s risky
www.yoursite.com/page-a
www.anothersite.com/page-b

37. #SEO @MrJonPayne
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority
Your
site
BBC
lots of links to it,
so it has lots of
authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy
Link Farm
Loads of links to
it, but mainly
reciprocal and
quite a few
questionable
links

38. #SEO @MrJonPayne
LINKS PASS AUTHORITY
A diverse, relevant and growing set of linking websites is best
Your
site
BBC
Local blog
Business
partner
Local press
Trade
magazine
Local Chamber of
Commerce

39. #SEO @MrJonPayne
DON’T WASTE HOMEPAGE LINKS
Don’t waste that strength on privacy policy, terms and conditions
and your web designer
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys

40. #SEO @MrJonPayne
CULTIVATE INBOUND LINKS TO
IMPORTANT PAGES
Your homepage will always rank well, so give deeper, important
pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b

41. #SEO @MrJonPayne
KEEP IT NATURAL
http://magesticseo.com
#WTF??
Is this reflected
on news sites,
social media,
search
volumes?

42. #SEO @MrJonPayne
HOW DO I GET MORE
LINKS TO MY SITE?
You tell me.

43. #SEO @MrJonPayneNEVER BUY LINKS! If someone tells you they’re a master od the
dark arts of SEO, they’re not.

44. WHO LINKS
TO YOUR
COMPETITORS?
#SEO @MrJonPaynehttps://moz.com/researchtools/ose/ Apply some common sense to
these results and think – why should these sites link to mine?

45. #SEO @MrJonPayne
GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL*
• Why not start your own blog?
Ignore social bookmarking if you’re not already using it

46. #SEO @MrJonPayne
GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL
• Why not start your own blog?
Query Deserves Freshness!

47. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:35ish Intros. Me, you, Google
BREAK
11:45 13:00 The (annoying) importance of links
LUNCH
14:00 14:50 Site content and architecture
BREAK
15:00 15:50 Techie round up & PPC
FINISH WITH QUESTIONS

48. #SEO @MrJonPayne
GOOGLE READS ALL
YOUR CONTENT
As with links, quality and relevance are key

49. #SEO @MrJonPayneExercise – What can Google use as trust indicators?

50. #SEO @MrJonPayneContext… does this make sense as something that cures
toothache?

51. #SEO @MrJonPayneName Address Phone number – are these referenced elsewhere
on the web, in context, by reputable sources?

52. #SEO @MrJonPayneQuery Deserves Freshness (QDF)

53. #SEO @MrJonPayneIs this image useful to help me organise the universe

54. HOW
CAN
GOOGLE
DETERMINE
RELEVANCE?

55. NOT IMAGES
CODE + TEXT
ACCESSIBLE
GOOD UX

56. ALL IMAGE
TERRIBLE UX
NOT
ACCESSIBLE

61. #SEO @MrJonPayne
AN ACCESSIBLE
WEBSITE MAKES THE
WEB A BETTER PLACE
FOR EVERYONE

62. HOW
DOES
GOOGLE
DETERMINE
RELEVANCE?
#SEO @MrJonPaynehttp://www.noisylittlemonkey.com/making-your-online-campaigns-
stick/

63. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES

64. DOMAIN
LEVEL
INDICATORS
#SEO @MrJonPayneDoes the domain match the search?

65. SEARCH
TERMS IN
FILE PATH
#SEO @MrJonPayneHow closely does the URL match the query?

66. SEARCH
TERMS IN
PAGE TITLE
#SEO @MrJonPayneGoogle will truncate long page titles, so test here:
http://www.seomofo.com/snippet-optimizer.html Not for prudes.

67. SEARCH
TERMS IN
PAGE TITLE
#SEO @MrJonPayneLooks a bit repetitive, but it’s OK.

68. SEARCH
TERMS IN ALT
TEXT
#SEO @MrJonPayne2-4 words, actually describe the image… this is for blind people.
Ideally use an image which works for SEO & illustration

69. SEARCH
TERMS IN
HEADLINE 1,
H2, H3…
#SEO @MrJonPayneDON’T have this as ‘welcome to…’ or even worse an image!

70. SEARCH
TERMS &
SYNONYMS
IN BODY
COPY
#SEO @MrJonPayneWrite about what you know and this will happen naturally

71. META
STUFF
#SEO @MrJonPayneMeta Description – doesn’t help rank, but should attract the click
Ignore meta keywords…your web dev is an idiot.

72. #SEO @MrJonPayne
SO – YOUR PAGE
HAS ALL THE SEOs

73. I ARE SAD CUZ
I
DON’T
NO
HOW
PEOPLES

74. GOOGLE TRENDS!
#SEO @MrJonPaynehttp://www.google.com/trends/

75. Compare
volumes…
ignore the
numbers
GOOGLE TRENDS!
#SEO @MrJonPaynehttp://www.google.com/trends/

76. I ARE HAPPY

77. AIM LOW
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

78. I AM THE MASTER NOW

79. #SEO @MrJonPayne
WEBMASTER TOOLS
• GOOGLE & BING WANT TO HELP YOU. SIGN UP!
• Sign up in YOUR name (not your web developer’s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself
• If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
www.google.com/webmasters/ &
www.bing.com/toolbox/webmaster

80. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:35ish Intros. Me, you, Google
BREAK
11:45 13:00 The (annoying) importance of links
LUNCH
14:00 14:50 Site content and architecture
BREAK
15:00 15:50 Techie round up & PPC
FINISH WITH QUESTIONS

81. #SEO @MrJonPayne
ENGAGE
ON GOOGLE+

82. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

83. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+

84. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

85. #SEO @MrJonPayne
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell

86. #SEO @MrJonPayne
GOOGLE ADS

87. WITH PPC PARTICULARLY
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

88. WITH PPC PARTICULARLY
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

89. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the Ad Headline

90. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the display URL

91. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the first line of the ad

92. #SEO @MrJonPayneInclude the words on which you’re bidding in the architecture of
your page

93. #SEO @MrJonPayneHave one, really flipping clear call to action.

94. RTFM
#SEO @MrJonPayneRESEARCH. This is a costly business!

95. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneDon’t let Google set up your campaign. It’s like giving your cocaine
dealer your credit card and saying – give me what you think is best

96. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneSearch only. Nobody will click your crappy text ads on the Display
Network

97. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneGoogle only please – and none of this ‘Display ads when you feel
like it nonsense’
NO!

98. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneTarget by locations (it’s the next thing in the set up)
NO!

99. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneGoogle will have suggestions too but be wary. Choose the words
right for this ad, your clients the landing page. Set up multiple ads!
NO!
Go back to your
SEO research

100. #SEO @MrJonPayne
FACEBOOK ADS

101. #SEO @MrJonPayne

102. #SEO @MrJonPayne

103. #SEO @MrJonPayne
FACEBOOK ADS
• Less visits to website (a bit like display)
• Good for building Facebook page likes
• Regionally target
• Demographically target
• Boosted posts with images can’t have more than 25% text in
the image
• CHEAP!!

104. #SEO @MrJonPayne
TWITTER ADS

105. #SEO @MrJonPayneHashtag, promoted tweet, promoted account

106. #SEO @MrJonPayne
TWITTER ADS
• Less visits to website (a bit like display)
• Good for building follower numbers and RTs
• Regionally target
• Demographically target
• Target the followers of your competitors accounts

107. #SEO @MrJonPayne
TWITTER ADS
• Target the followers of your competitors accounts
Mwahahaha!

108. #SEO @MrJonPayne
DISPLAY / BANNER
ADS