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PushON SEO Presentation Bullet Points
1. The Online Marketing People
Search Engine Optimisation (SEO)
Delivered by Katrina Gallagher
For Liverpool John Moore University
20/06/2012
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
2. SEO & Online Measurement
The Online Marketing People
What We Will Cover
1. Introductions
– Your name
– Product/service you want to promote
– What you know and do already
– What you particularly want to learn
2. Search Engine Optimisation Overview
3. Practical
– Keyword research & evaluation
– Links & link bait
– 6 month SEO plan
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
3. SEO & Online Measurement
The Online Marketing People
1. Search Engine Optimisation
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
4. SEO & Online Measurement
The Online Marketing People
What is SEO?
Defined as “the active practice of optimising a website by
improving internal and external aspects in order to increase the
traffic the site receives from search engines”. – SEOmoz, 2010.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
5. SEO & Online Measurement
The Online Marketing People
What’s the benefit?
• Measurable results
• Brand Visibility
• Cost Effective Customer Acquisition
• Repeat Business
• Low Cost & High Value
• Increase traffic to a website
Search
Engine
Visibility
Increased
Traffic £
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
6. SEO & Online Measurement
The Online Marketing People
How does it work?
Crawl Index Query Rank
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
7. SEO & Online Measurement
The Online Marketing People
SEO: On-site Optimisation
There are a number of “on-page” signals that search engines look
for when they visit a website.
– Content
– Page titles
– Page headings
– Structure
– Internal linking
Page relevance is key.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
8. SEO & Online Measurement
The Online Marketing People
SEO: Off-site Optimisation
Although a lot can be gained by the search engines from looking at
a website itself, external links (or “backlinks”) are judged as being
the most important contributing factor for SEO.
Business Client
Partner Website
Your
Website
Social Business
Network Directory
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
9. SEO & Online Measurement
The Online Marketing People
SEO: Monitoring & Refining
Once a website is well optimised from a search engine point of
view and external presence has begun to increase, refinements
need to be made based on the data being monitored.
• Content additions Client
Website
• Tweaking of on-site optimisation
Your
• Social integration Website
• Conversions
Business
Directory
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
10. SEO & Online Measurement
The Online Marketing People
2. Targeting
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
11. SEO & Online Measurement
The Online Marketing People
Finding what people search for
The great thing about search engine optimisation, is that you can
understand the terms and phrases that people actually search for
within the search engines.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
12. SEO & Online Measurement
The Online Marketing People
Finding when they are searching
Not only can approximate search volumes be researched for a
limitless set of key phrases; trending data also allows us to
understand seasonality, topical popularity and more.
Trending data for “solar PV”
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
13. SEO & Online Measurement
The Online Marketing People
Applying this knowledge
The insights gained from this keyword analysis can be invaluable in
terms of targeting people on your website.
a) Apply the data to existing pages b) Create new pages around the data
Retrofitting the keyword Developing new content pages
optimisation to each of the most specifically around the keyword
relevant pages across the opportunities from the insights
website. gained.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
14. SEO & Online Measurement
The Online Marketing People
3. Measuring Traffic
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
15. SEO & Online Measurement
The Online Marketing People
Why measure traffic?
Whether you have an “optimised” website or not, monitoring the
traffic data is a must.
• Understanding the quantity of visitors
• Analysing visitor profiles
• Viewing popular content/pages
• Monitoring visitor intent
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
16. SEO & Online Measurement
The Online Marketing People
4. Google Analytics
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
17. SEO & Online Measurement
The Online Marketing People
Benefits of using Analytics
• Monitor goal conversions & e-commerce
• Monitor engagement (ie. time on site, bounce rate, etc)
• Setup customisable reports
• Advanced segmentation
• Visual charts
Plus, it’s very easy to install and use!
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
18. SEO & Online Measurement
The Online Marketing People
Analytics basic reports
Dashboard – visitor data Conversion (goal) data
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
19. SEO & Online Measurement
The Online Marketing People
Analytics basic reports (2)
E-commerce data Traffic sources data
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
20. SEO & Online Measurement
The Online Marketing People
Custom Reports
Custom reports can be
setup to provide
dashboard-like
overviews of data that
you deem to be most
important for various
areas of your website.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
21. SEO & Online Measurement
The Online Marketing People
So how does Analytics help?
Google Analytics provides actionable insights, such as:
• Which pages are not working (to convert)
• Where people are dropping out in the conversion process
• Which areas of the site have low engagement
• Which traffic sources provide the least value
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
22. SEO & Online Measurement
The Online Marketing People
What can you do with this data?
Once you’ve setup goals and basic reports, the data is then there
for you to use to improve your website.
Example: 1. Identify sections with low bounce
rate, and average time on page
(compared with others)
Low engagement 2. Analyse the sources of traffic
3. Consider things that can be done to
encourage engagement on the page
4. Implement the changes are monitor
Analytics to see the affect
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
23. SEO & Online Measurement
The Online Marketing People
Key Points
• SEO is an ongoing process, and there are no quick wins
• A combination of on-site & off-site optimisation are needed
• Use available data to actually see what people are searching for
• Measure as much data as you can (even if you don’t use it all)
• Use reporting options to monitor your KPIs
• Ensure you are always monitoring and refining
Finally...
Setup Google Analytics yourself (or ensure you have admin access)
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
24. SEO & Online Measurement
The Online Marketing People
Practical
• Keywords
– Keyword research & evaluation
– Keyword brainstorming session
• Links
– Links & link bait
– Link bait brainstorming session
• 6 Month plan
• Questions
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU
25. The Online Marketing People
Thank you for listening. Any questions?
Katrina Gallagher, PushON Ltd.
e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU