1. Client Name
Presentation
Client Name
Presentation
Sunday Business Post - SEO Masterclass
John Ring - September 2014
#sbpseo

2. About Me
john@TinderPoint.com
@TinderPoint
(01) 485 213
#sbpseo

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Source: MMXi, May 2001
UK Search Engines and Directories
#sbpseo

4. Google Constantly Evolving
#sbpseo

5. 560+ SEO Audits
#sbpseo

6. Get the Basics in Place
• Title Tags & Meta Descriptions
• Header Tag Analysis
• Image Optimisation
• Keyword & Content Analysis
• Site Architecture
#sbpseo

7. Common SEO Errors
#sbpseo

8. #sbpseo

9. Title Tags / Page Titles
Phrases within Title Tag Include:
• Welcome
• Home / Homepage
• Only Brand Name
No Targeted Keywords in Use!
#sbpseo

10. Title Tags / Page Titles
#sbpseo

11. Home Page Duplicates
http://www.website.com/
http://www.website.com/index.php
http://www.website.com/home/
http://www.website.com/index.aspx
http://website.com/
http://website.com/index.php
http://website.com/home/
http://website.com/index.aspx
#sbpseo

12. Duplicate Content
Examples
• Product Descriptions (eCommerce)
• Exact Copy of .ie on a .co.uk
• Lower Case / Upper Case URLs
• https:// Vs. http:// version of your website
How to Fix?
• Always publish unique content
• Correct use of rel=‘canonical’ tags
• 301 Redirects
#sbpseo

13. URL Indexing
• Only the URLs you want indexed should be indexed.
• Essential to Review Your Google Webmaster Tools Account.
• Go to ‘Google Index’ > ‘Index Status’.
#sbpseo

14. Easy To Spot Eg:
#sbpseo

15. Find Unwanted URLs in Google
How to Review Indexed URLs within Search Results?
1. Set your Google ‘results per page’ to 100 - http://bit.ly/1uIjKpN
2. Use the ‘site:websitename.com’ search operator (without www’s)
3. Click on the last page within the ‘previous’ & ‘next section.
4. Choose the option to repeat search with omitted results.
5. Use Link Klump (Chrome) or Multi Links (Firefox)
6. Copy & paste all the URLs into Excel
#sbpseo

16. Extra URLs to Watch out For!
• Test / Staging Website
• /tag/ and /category/ (generally WordPress related)
• ‘Thank You’ Pages
• PPC / Display Ad Specific Landing Pages
• URLs related to pagination (not always a problem)
• URLs related to faceted navigation (not always a problem)
#sbpseo

17. Page Load Times
Suggested Tools:
- Google Page Insights
https://developers.google.com/speed/pagespeed/insights/
- GTMetrix
http://gtmetrix.com/
- Pingdom Website Speed Test
http://tools.pingdom.com/fpt/
#sbpseo

18. Link Building
– Easy Pickings
#sbpseo

19. Competitor Link Analysis
Tools to Use:
• Majestic SEO - https://www.majesticseo.com/
• Ahrefs - https://ahrefs.com/
• Moz’s Open Site Explorer - http://moz.com/researchtools/ose
#sbpseo

20. Link Reclamation - Logos
Tools to Use:
Google Image Search
http://www.google.ie/imghp
Image Raider
http://www.imageraider.com/
Tineye
https://www.tineye.com/
#sbpseo

21. Link Reclamation – Web Mentions
Tools to Use for Continuous Monitoring:
Google Alerts - https://www.google.com/alerts
Image Raider - http://www.talkwalker.com/alerts
• Use Link Klump or Multi Links to copy results.
• Paste them into a reciprocal link checker tool e.g. http://bit.ly/1ot8itR
• Make a list of sites that mention your brand but don’t link.
• Contact each site to see if they are willing to include link.
#sbpseo

22. Link Reclamation – 404 Errors (Dead Pages)
Find Websites that Link to ‘Dead’ Pages on Your Site
1. Login to your Webmaster Tools account.
2. Navigate to Crawl > Crawl Errors.
3. Review all reported 404 errors.
4. Click on each individual error.
5. Click on the ‘Linked From’ tab.
6. Review the links from external sites.
7. Set up 301 Redirects or contact the
site owner to request an updated link.
#sbpseo

23. Earning Links
#sbpseo

24. The objective is not to
“make your links appear natural”,
the objective is that your links
are natural.
Matt Cutts,
Head of Google's Webspam
What Does Google Want?
#sbpseo

25. Leveraging
Niche Content
• Define the personas you’re targeting
• What piece of content will appeal?
• Does it have a sufficient hook?
• Will people be willing to share?
• Will the content be evergreen?
#sbpseo

26. Who’ll Be Willing to Share it?
Other Useful Tools:
Topsy - http://topsy.com/
BuzzSumo - http://buzzsumo.com/
#sbpseo

27. Link Opportunities?
• “Senior Citizen” resource pages & associations
• Use advanced search operators:
• Analyse backlinks to other content pieces in this niche.
• Overseas businesses in same sector but not direct competitor.
#sbpseo

28. Promote The Content: Free + Paid
#sbpseo

29. High Value Content Placement
http://magazine.foxnews.com/celebrity/10-incredible-people-whose-lives-began-after-60
#sbpseo

30. Another Eg: Client Sells BBQs
#sbpseo

31. What Content Might be Catchy & Relevant?
#sbpseo

32. Offline Exposure = Better SEO

33. #sbpseo
Last Eg: Selling Childcare = Feelgood Factor

34. Decent Traffic Over a Period = Good for Brand
#sbpseo

35. A Successful Content Campaign
• Obtain many natural and relevant links to your site.
• Build social followers who may be willing to share future content.
• Generates word of mouth traffic and referrals.
• Helps build brand awareness.
• Gets you to 1st (slowly!)
#sbpseo

36. Digital
Strategy
Social
Media
SEO
Landing Page
Design & CRO
Web
Analytics
Remarketing
Advertising
PPC
Advertising
Banner Ad
Design
Display
Advertising
TinderPoint – Our Services
#sbpseo

37. www.TinderPoint.com/Content
@TinderPoint