SEO best practice for growing online businesses

SEO Best Practice
For Growing Online Businesses
https://www.impression.co.uk/

What to expect in this session:
@impressiontalkhttps://www.impression.co.uk/

- 10 years in web and marketing
- 8 years agency experience
- Joined Impression in 2017
- Dad
- Specific expertise in technical & strategy
- Email - sean@impression.co.uk
- Twitter - @seanpb
hello@impression.co.uk
Sean Burton
SEO Strategist & Account Manager

How does a search engine work?

A simplified representation
Crawl Indexation
Search
Query
Search
Result
the algorithm

Finding your site on Google
You can find any website on Google by using a variety of
“search operators”

Using Search Console
to promote indexation
Google Search Console is an analytics platform
purely dedicated to organic search.
Though Googlebot is constantly crawling the web, we can use Search Console
to promote the indexation of our sites:
● Submit “XML Sitemap” to Search Console
Found at: Crawl > Sitemaps
● Use “Fetch as Google”
Found at: Crawl > Fetch as Google
● Use “Change of address”
Found at: Settings > Change of address

Finding indexation issues
You can use the tools and approaches discussed to find
indexation issues across a site.

Why do we place
so much emphasis
on Google?

Some facts...
The amount of searches
Google handles every
year
The amount of traffic
search engines refer
across the web
The amount of traffic
social media refers
across the web

UK Market Share
(Statista, 2017)

Why SEO?

Getting seen by Google:
Technical considerations

Takeaways

Getting Seen for the Right Things:
Keyword research

Why do we conduct
keyword research?
Keyword research allows us to produce the
products, services, and content that web
searchers are seeking.
The usefulness of keyword research cannot be overstated; while it
can be a time-consuming task, it continues to be the backbone of
any successful SEO campaign.
By researching your market's keyword demand, you can not only
learn which terms and phrases to target with SEO, but also learn
more about your customers as a whole.

The importance of
long tail keyword
- Short and mid-tail keywords make up
~30% of searches
- The remaining 70% of searches lie
within the long-tail
- Long-tail often converts better and
has a much higher user intent

The keyword demand curve is reminiscent of a
typical conversion funnel

Improving your ranking position:
Well optimised web pages

- Keyword optimised
- Semantically correct
- Use hyphens; NOT underscores, spaces or other characters
- Hierarchies preferable to suggest associated topics
- Avoids excessive use of dynamic parameters*
* except in the instance of faceted navigation in eCommerce
URLs

- The blue link in SERPs
- Each page needs to include a unique title tag
- Keyword optimised with target keyword at the start of the tag
- Summative of what’s on the page
- Doesn’t exceed character/pixel allowance (50-60 characters, 600px)
- Consider presentation on mobile
Title Tag
<head>
<title>Bean Bags | GreatBeanBags™ - #1 Bean Bag Online Retailer</title>
</head>

- The descriptive snippet in SERPs
- All pages need to include a unique meta description
- Keyword target considered
- Summative of what’s on the page, with calls-to-action in place
- Doesn’t exceed character allowance (320~ characters)
Meta Description
<head>
<meta name="description" content="GreatBeanBags™ sell Europe's largest selection of bean
bags online, all handmade in the UK from our very own bean bag factory. They're available in
all sorts of shapes and sizes, from bean bag chairs to bean bag sofa beds, in whichever
colour you desire. Buy today and receive free P&P with next-day delivery." />
</head>

- Using header tags ensures your page headings are properly acknowledged by
search engines
- Each page needs to incorporate a unique h1, i.e. the main heading
- h2, h3, h4 etc. to be used if content requires it
- Subsequent headings need to nested within one another to suggest a hierarchy
Header tags
<body>
<h1>Main heading</h1>
<h2>Subheading</h2>
<h3>Deeper subheading</h3>
</body>

- The actual content on each page
- Written for the user primarily in mind
- Sufficiently keyword optimised
- Is unique to each page and avoids duplicate content
- Sufficient word count/page
- Utilises internal links where contextually relevant
- Utilises multimedia, i.e. video, images etc.
Body copy

- Promotes visibility within image carousels, featured snippets and Google’s
Image search results
- Image URL
- Title Text
- Alt Text
Image SEO

- Contextual links
- HTML sitemap
- Headers/Footers
- Breadcrumbs
Internal links

Creating compelling experiences:
Copywriting for SEO

Content and SEO
Content and SEO go hand-in-hand.
Your keyword research won't do much good unless you then use those keywords in
your content.
Creating content without knowing what your audience is looking for will leave you
without any significant traffic.
High quality content is what earns you backlinks, and it's also what search engines
crawl when they arrive at your site.

Basic Principles
Make pages primarily for users, not for search engines.
Don't deceive your users.
Avoid tricks intended to improve search engine rankings.
Ask "Does this help my users?
Think about what makes your website unique, valuable, or engaging. Make your
website stand out from others in your field.

Who are you writing for?
Well-optimised copy need to appeal to two audiences: human users and the search
engines that show it to them. With advances in AI, the line between what works for
each audience is becoming increasingly blurred, but both require attention.

Logical content structure
<h1>Heading 1 (headline)</h1>
<h2>Heading 2</h2>
<h3>Heading 3</h3>
<p>paragraph</p>

➔ Guides the reader smoothly from headline to
body content
➔ Inspires trust
➔ Uses keywords
➔ Encourages sharing
➔ Speaks to the reader’s state of mind - accounts
for their stage of awareness and connects with
the conversation happening in their head.
Features of a
great headline

Over-optimisation
(Keyword stuffing)

Topic optimisation
With search engine algorithms becoming ever-more intelligent, pages can rank for
multiple related keywords. In fact, going into detail on a particular topic is increasingly
important to rank for anything.

@impressiontalkhttps://www.impression.co.uk/dm-may/

Building website authority:
Links and SEO

SEO is split into:
On Page:
Off Page:

What makes a good or bad
link?

What we’ve covered:

Key actions:

Thank you
We’d love to discuss your requirements
and show you how we can help.
sean.burton@impression.co.uk

SEO best practice for growing online businesses

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