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SEO Workshop for Cardiff Metropolitan Uni

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A workshop I gave in the business school of Cardiff Metropolitan University to entrepreneurship students.

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SEO Workshop for Cardiff Metropolitan Uni

  1. 1. SEO Workshop Thursday 14th April 2016 Steve Morgan morganonlinemarketing.co.uk
  2. 2. @steviephil SEOno.co.uk About Me • Full-time in SEO for 7+ years: • Liberty Marketing (SEO agency) • Confused.com (no intro needed!) • Box UK (web dev agency) • Full-time self-employed for 3 years • Organiser of Cardiff SEO Meet • Blogger at SEOno (my blog) & State of Digital (European digital marketing blog)
  3. 3. @steviephil SEOno.co.uk About You! •Who blogs? •Who manages a website? •Who knows about SEO already?
  4. 4. @steviephil SEOno.co.uk What is SEO? • SEO (Search Engine Optimisation) • Increasing your rankings in search engines
  5. 5. @steviephil SEOno.co.uk What is SEO? • SEO (Search Engine Optimisation) • Increasing your rankings in search engines
  6. 6. @steviephil SEOno.co.uk The Importance of SEO
  7. 7. @steviephil SEOno.co.uk (Fun) Facts • Google owns 90%+ of search engine market share in UK • Searchers are more likely to click on organic results compared to ads
  8. 8. @steviephil SEOno.co.uk (Fun) Facts • PPC (Pay Per Click) a.k.a. Google AdWords c. 25% of clicks • SEO organic/natural results c. 75% of clicks
  9. 9. @steviephil SEOno.co.uk Pros & Cons of SEO & PPC • PPC (Pay Per Click) • Pros: • Instant • More controllable • More ‘buying’ mentality • Cons: • Fewer clicks • Pay for every click/visit • SEO • Pros: • More clicks • The clicks are free • Cons: • It takes time… • Less control / unpredictable • More ‘informational’ mentality
  10. 10. @steviephil SEOno.co.uk SEO vs. Other Channels
  11. 11. @steviephil SEOno.co.uk More (Fun) Facts • c. 95% of searchers do not go beyond page 1 of the search results • If they haven’t found what they’re looking for, they’ll revise their search (…or give up) • [Comic source: http://xkcd.com/1334/]
  12. 12. @steviephil SEOno.co.uk • Higher rankings = more clicks = more traffic! [Source: http://moz.com/blog/a- tale-of-two-studies-google-vs- bing-clickthrough-rate] (Fun) Facts
  13. 13. @steviephil SEOno.co.uk First (important) step? • Keyword Research! • No point ranking #1 for a keyword that nobody searches for! • Search volume data obtainable via the Google AdWords Keyword Planner tool • https://adwords.google.com/ko/KeywordPlanner/Home (You need a Google AdWords account)
  14. 14. @steviephil SEOno.co.uk
  15. 15. @steviephil SEOno.co.uk Interactive Exercise 1 – Keyword Research • Use the Keyword Planner to see keyword search volumes • Think about: oYour business idea…? oIs it more popular / less popular than you thought? oSet your country of preference: UK or Global? oTry variations, synonyms, singular vs. plural, etc. oIts specificity: e.g. "shoes" vs. "buy blue trainers online" oBe careful of words with double meanings: e.g. trainers (type of shoes) vs. trainers (people who provide training)
  16. 16. @steviephil SEOno.co.uk Interactive Exercise 1 – Keyword Research • Logging in… 1. Google "google keyword planner" & click the 1st result 2. Click ‘Sign in to AdWords’ 3. Username: [REMOVED] 4. Password: [REMOVED] 5. Expand ‘► Search for new keywords using a phrase, website or category’ 6. Type in some keywords in the 1st field and select ‘Get ideas’ 7. Click the ‘Keyword ideas’ tab 8. Try different keywords, settings, etc.
  17. 17. @steviephil SEOno.co.uk The Main Factors of SEO • When Google evaluates a website: oIs it relevant? oIs it authoritative? oIs it trustworthy? • How does it determine these things?
  18. 18. @steviephil SEOno.co.uk SEO – the code of a website
  19. 19. @steviephil SEOno.co.uk SEO – the code of a website
  20. 20. @steviephil SEOno.co.uk SEO – the website’s text
  21. 21. @steviephil SEOno.co.uk SEO – link building Your-Site.com PR Social media Guest blogging Business directories Industry-specific directories Blog commenting Forums Infographics
  22. 22. @steviephil SEOno.co.uk Interactive Exercise 2 – Link Analysis • Use Open Site Explorer to see the links pointing to a website • https://moz.com/researchtools/ose/ • Check one of the following: oYour own website? The website your business idea aspires to be? oA friend or family member’s website? A website you like? oThe site of a competitor / a business you aspire to be like ocastlebikes.co.uk (Steve’s website!)
  23. 23. @steviephil SEOno.co.uk Interactive Exercise 1 – Keyword Research • Logging in… 1. No login required! 2. Google "ose" & click the 1st result 3. Type in the site & click ‘Search’ 4. Review the results 5. (You may want to change ‘Target’ to ‘this root domain’)
  24. 24. @steviephil SEOno.co.uk SEO – local SEO
  25. 25. @steviephil SEOno.co.uk SEO – image & video SEO
  26. 26. @steviephil SEOno.co.uk White-hat SEO vs. Black-hat SEO
  27. 27. @steviephil SEOno.co.uk SEO is like… Personal Training [Image source: https://www.flickr.com/photos/stoermchen/9117238961/]
  28. 28. @steviephil SEOno.co.uk SEO resources • Moz’s Beginner’s Guide to SEO http://moz.com/beginners-guide-to-seo
  29. 29. @steviephil SEOno.co.uk SEO resources • Technical SEO Checklist for Developers & Testers (with Infographic / Cheat Sheet) https://t.co/IaJeV9dQja by me!
  30. 30. @steviephil SEOno.co.uk SEO resources • On-site/technical SEO tools: oScreaming Frog – http://www.screamingfrog.co.uk/seo-spider/
  31. 31. @steviephil SEOno.co.uk SEO resources • On-site/technical SEO tools: oGoogle Search Console – https://www.google.com/webmasters/tools/
  32. 32. @steviephil SEOno.co.uk SEO resources • Web traffic analysis: oGoogle Analytics– https://www.google.co.uk/analytics/
  33. 33. @steviephil SEOno.co.uk SEO resources • Backlink analysis tools: oMoz’s Open Site Explorer – https://moz.com/researchtools/ose/ (pictured) oMajestic – https://majestic.com/
  34. 34. @steviephil SEOno.co.uk SEO resources • Moz blog (& Whiteboard Friday) http://moz.com/blog • Search Engine Land http://searchengineland.com/ • DistilledU https://www.distilled.net/u/ ($40 per month BUT free demo)
  35. 35. @steviephil SEOno.co.uk Q&A? •…Any questions?
  36. 36. @steviephil SEOno.co.uk Thank you! My blog: SEOno.co.uk Twitter: @steviephil morganonlinemarketing.co.uk