My slides from Brighton SEO September 2013, about On Page SEO and On Page Marketing. How to do on page SEO and how to attract links!

1. #BrightonSEO @LisaDMyers
On Page Marketing

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Google’s algorithm has changed
more significantly in the last 1 ½
years than the 3 years before that
combined!

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1. Tightened the linking algorithm
2. Deep pages, unique content and
relevancy
3. Over optimisation crack down

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+++ peoples attitude to links
Linking is bad
It will hurt your site
Nofollow EVERYTHING……….

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When one door closes

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On Page SEO –
The “ugly” duckling

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Now it’s a Ninja Swan!

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Get this…
Jun the Swan is a member of the; Science ninja
team “Gatchaman”.
She even has a G on here belt. Obviously must
stand for “Google”….

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Understanding
how people search

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How people search today is
very different to how people
searched the internet in 2005!

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Evolution of keywords/phrases
Hotels
Hotels in Greece
Holidays in Greece
5 Star Hotel in Greece
“Child friendly 5 star hotels in Greece”
“5 star family holiday in Greece with babysitting
services”

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“Hotels” 2001 - Present

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“5 star hotels in Greece”

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The “Believed” Search Path
Search Query SERP Website Conversion

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More Likely Search Path
Search Query SERP Website #1
Conversion
SERP Website #2
New SERP
Refined Search
Query
Website #3
SERP Website #4

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The Beauty of “long tail”

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A successful SEO strategy is knowing that
there is more to organic traffic than “hero
keywords” (with large volumes).
Understanding behaviour, targeting longtail,
expanding content, improving UX, that’s
the real On Page SEO.

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It’s more like online anthropology.

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Writing the content
• Spend time writing the article, it’s got to be good!
Include stats, research or similar.
• Make sure the angle is appropriate for target site
• Including keywords that you are targeting for
surrounding text
• ANCHOR TEXT (ideally your main target
keyword)
• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE
you!
The Essence of On Page

21. #BrightonSEO @LisaDMyers
On my twitter
feed @LisaDMyers
RIGHT NOW!

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KeywordTargeting
• Target max two main keywords/phrases
• Primary keyword phrase FIRST in title tag
• Primary keyword in heading (h1)
• Images on page to include relevant keywords
• Keyword phrase in URL
• Internal links pointing to page with relevant
keywords
• Clear, logical quality content including keyword
phrases

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CreateVALUABLE content
1. CREATE Unique Content that stands out
2. Avoid sales jargon and self promotion at ALL
cost!
3. Use high quality images and/or videos
4. Make DAMN sure your content is relevant to
click

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Care about User Experience
• High quality design is imperative
• Navigation should be idiot proof and
beautifully logical
• Add well thought out filtering
• Make sure the page loads quickly
• Include additional relevant content and links
• Ideally: responsive design

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Let the spiders in
• Static URLs (all those filters will be useless if you
don’t have this)
• Create rules for deeper pages for titles, meta
(based on filtering information)
• Unique content (any duplications canonicalised)
• Include page in XML sitemap
• Mobile compatibility
• Don’t restrict IPs (use pop up for geo targeting
instead)

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Shareability
• Title and URL has to be descriptive AND
enticing
• Always include relevant social share buttons
for relevant audience
• Make it EASY to share

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Microformats & Rich Snippets
• All blogs should have rel=author (don’t miss
out) and/or publisher
• Use schema microdata markup where relevant
• Use Google rich snippet markup that is
relevant to your site: reviews, image, hreflang
etc

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If you do nothing
else…please do this:

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Create filters (with content)
#1

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Filtering is longtail SEO heaven
Hotels for example, should have:
- Type (romantic, business, shopping)
- Quality (luxury/budget)
- Area/attractions/near to
- Facilities (pool, spa, wifi etc but also
babysitting, kids club etc)
- Activities

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A women doesn’t just look for a dress!
Naha, no sir!
“Red A line midi skirt size 12”…………

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Get those rich snippets
#2

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Rel=Author
Not just PageRank but AuthorRank – build those profiles NOW!

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Get blogging
#3

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Blogging } increasing keyword
reach + profile

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A blog can:
- Increases keyword reach considerably
- Increases usability and conversion by
integrating content
- Increase link equity
- Increase social equity
- Adds personality and social presence
- Make it easier to do outreach

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Links are STILL important

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Attract rather than Sell
Create content that DESERVES links
and market that content.

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sk8seeing
- Brighton on a Skateboard

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http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html

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Writing the content
• Spend time writing the article, it’s got to be good!
Include stats, research or similar.
• Make sure the angle is appropriate for target site
• Including keywords that you are targeting for
surrounding text
• ANCHOR TEXT (ideally your main target
keyword)
• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE
you!
#NorthernLights for Expedia

50. #BrightonSEO @LisaDMyers

51. #BrightonSEO @LisaDMyers
In short
#1 STOP spending all your time on link dev
#2 Spend MORE time on page
#3 Start creating campaigns to ATTRACT links

52. #BrightonSEO @LisaDMyers
Thank you!
lisa@vervesearch.com
www.vervesearch.com