Spanning The Globe With Search

Search
Specialist
–
Fortune
Cookie*
Training:
Econsultancy, Turner Media, Virgin Atlantic, Admiral, BAA, Lands
Opera6ons

Account
Director
–
No
Pork
Pies*
End, Mars Drinks, Escape Studios

Consultant/Director
–
ThinkSearch
Clients:
HBOS, GCAP, PO, Sanctuary Spa, iwantoneofthose.com, Just
Director
of
Strategy
–
Cubeworks
Eat, Liberty of London

Director
of
Strategy

Communica6ons
–
Fresh
Egg
Knowledge Management:
Social Intranet, workshop programs, lunch ‘n’ learn, PDP,
Social
Media
Analyst
–
iCrossing
Strategic planning Group

Knowledge
Manager
–
iCrossing
Other:
Climbed summitted Kilimanjaro, have a 7 yr old son and 1
Account
Director
–
Spannerworks
yr old daughter

Web
Designer
-‐
Spannerworks

Interests:
Social Media, Home Cinema, Gilles Peterson, Gardening

Bar
Manager
–
Browns
Restaurant

Find me online:

Website: www.thinksearch.co.uk

My blog: www.aldissandmore.com

My hobby site: www.loftsites.co.uk

On Twitter: www.twitter.com/timaldiss

Linkedin: www.linkedin.com/in/timaldiss

Facebook: www.facebook.com/timaldiss

Agenda

•  Introduc.on
to
SEO
and
PPC

•  Keyword
and
Market
Research

•  Keyword
Strategy

•  Content
Matrix

•  Content
crea.on

•  Content
Op.misa.on

•  Crea.ng
Meta
Data

•  Link
Building

•  SEO
performance
Monitoring

Introduc.on
to
SEO
and
PPC

Deﬁnitions

Search engine optimization (SEO) is the process of improving the volume and quality of
trafﬁc to a web site from search engines via natural (organic or algorithmic)
search results.

Wikipedia

Pay per click (PPC) is an advertising where advertisers only pay when a
user actually clicks on an advertisement to visit the advertisers'
website.

Wikipedia

How
Google
shows
it’s
results

How Google lists your web pages for SEO:

1 Search spiders follow links
2 Software compiles pages
3
Pages stored in database

Documents Order by
User query Display results
retrieved reputation

url url url
url url url url

How Google lists your web pages for Paid:

1 User searches
2 Algorithm manages auction
3 Results rendered live

Ad Rank = Maximum Cost Per Click bid x Quality Score

6

BENEFITS OF SEO

• Unlimited Traffic

• Targeted visitors

• High converting referrals

• Brand awareness

• Web site exposure

• Fixed limited costs

BENEFITS OF PPC

• Immediate Results

• Highly targeted visitors

• High converting clients

• Brand awareness

• Web site exposure

• Virtually unlimited costs

Behind
the
scenes
at
Google

(these
days)

link

How
do
we
increase
your
visibility?

Optimized Linking

580,000,000 Optimized Titles
results for
“business knowledge”
Optimized Descriptions

Optimized Content

• 

Web
pages
must
be
accessible
to
the
search
engine
crawlers
(spiders)

• 

Web
pages
should
include
unique
op.mized
.tles
and
meta-‐data

• 

Content
should
be
op.mized
to
support
target
keywords
and
keyword
phrases

• 

Oﬀsite
op.miza.on
must
be
used
to
promote
site

What
is
natural
search
made
up
of

On-site factors
Page Titles Informa.com - Investor Relations

Headings/sub headings bringing knowledge to life

Meta Description Businesses, professionals and academics
worldwide turn to Informa for unparalleled
knowledge, up-to-the minute information and
Meta Keywords highly specialist skills and services

Body Content inc. bold text

Hyperlinks none

Image ‘alt text’
Off-site factors

Editorial/advertorial
content

Social
Media

3rd
Party
links

Exercise
–
on
page
factors

Bold text Image alt tags Meta description

Hyperlinks Body copy Page title

Headings/sub headings Meta keywords

Exercise
–
on
page
factors

1st
source code
.tle

Page
Title

(only seen by
meta
keywords

Meta
Keywords

9th
search engines)

meta
descrip.on

Meta
Descrip.on
6th

h1

Heading
2nd
on page
(seen by users and
body

Body
copy
3rd
search engines)

h2

Sub
heading
4th

b

Bold
text
8th

a
href=“link”

Hyperlink
5th

img
alt=“describe”
Image
alt
text
7th

Page
Titles

What is it?

The Page Title, is the title of the web page that appears
at the top of a browser window. The Page Title also
appears prominently in search results.

Why it’s important:

Search engines weight the title tag heavily. To be
effective, page titles must be unique to each page and
must contain the most appropriate keywords in relation to
the theme of the web page.

Best Practice:

  Limit the page title to 70 characters.
  Include brand first and test in association with
targeted key phrases first
  Copy should be written with users in mind (title copy
appears in search results)
  This is the main Call-To-Action in a SERP page
  Title should display a compelling marketing message

Headings/Sub
headings

What is it?

The heading is the focus for the page for the eye as
well as the search engine. The heading should include
obvious descriptive words for the content of the page.

H1 If you can’t describe in brief all of the content of the
page in the heading consider rewriting, possibly adding
an additional page.
H2

Keyword choice, frequency, placement and spacing are
all attributes that search algorithms may include in their
ranking calculations. Even minor content modifications
can have a major impact on keyword rankings.

Best Practice:

•  Every page should have one H1 tag
•  Other headings should use H2 or H3 tags
•  Don’t wrap heading tags around links
•  Write copy geared towards users and readability
H3’s
•  Using relevant keywords and phrases within the
page will improve relevancy
•  Do not repeat tags as this will dilute value of your
main keywords

Body
Content

What is it?
Body content includes the copy, images and other
assets that appear within the HTML body tags of a
web page. This includes all content visible to a user
in the browser window.
Keyword choice, frequency, placement, and spacing are
all factors that impact on positional rankings. Even
minor content modifications can have an impact.
Good copy is as important to the effectiveness and
credibility of your website as it is to search engines.
Best Practice:
page will improve relevancy
•  Focus on no more than 3-4 keywords per page
•  Break long paragraphs into shorter, more concise
informational blurbs
•  Avoid repeating keywords unnecessarily
(keyword stuffing)
•  Aim for 3-6% keyword density e.g. a page of 100
words would have 3 to 6 mentions of a single word
or key phrase
•  Headings and links are included within this word
count, but linking words or phrases optimises the
destination page not the page where the link sits
•  Use derivatives and definitions of terms e.g. carbon
offset/green, car/motor
•  200 words is optimal

Hyperlinks

What is it?

Hyperlinks describe the content of the page that the link
points to. Including the correct text in the hyperlink can
benefit the visibility of the page that you are linking to.


Search engines weight hyperlnks. To be effective the
link should not be a non-specific ‘click to read more’ but
rather a phrase indicative of what the user should
expect on the linked to page.

Best Practice:
•  Not too many links between one page and others
•  Use text descriptive of the page linked to
•  Use contextual links to relevant internal content
page will improve relevancy of the linked to page
•  Focus on one keyword
•  Keep the link concise
•  Example: “get an instant home insurance quote”

Meta
Descrip.ons

What is it?

The Meta Description is an HTML tag used to describe
a page to users and search engines.


The Meta Description tag is evaluated by search
engines to determine relevancy. Additionally, the Meta
Description is commonly included in search engine
results.

Best Practice:
  Limit descriptions to 156 characters
  Include all targeted key phrases
  Copy should be written with users in mind
meta name=description content=Businesses, professionals and academics (description copy appears in search results)
worldwide turn to Informa for unparalleled knowledge, up-to-the minute information
and highly specialist skills and services /

  Create a unique meta description for every page
  Should describe overall theme of the page and
entice users to click-through

Image
alt.
text

What is it?

The ‘alternative text’ option that is used by screen
reader software for the short sighted is also read by
search engines. Image alt.text plays a big part in
image search results.


Adhere to the Disabilities and Discriminations Act
(DDA) and is W3C recommended.

Best Practice:

•  Describe the banner by using keywords related to
the page that the banner is placed on
•  Use descriptive image names if possible
•  Use captions around the image to aid relevancy

What
is
Paid
Search
Adver.sing?

•  Paid
Search
or
“Pay
Per
Click
(PPC)”
Adver.sing
model
in
which

adver.sers
pay
search
engines
to
display
text,
image
and
video

ads
on
their
website.
Ads
are
served
based
on
keywords
or

phrases.

•  There
are
many
search
engines
and
companies
that
provide
this

form
of
adver.sing
model:

Budget

What is it?
Having enough budget is a crucial factor for running
an effective campaign. Planning is critical to
achieving targets. Knowing how much you have to
spend will help you determine CPC, CPA ROI
and forecast effectively.
Why is it important?
It can be easy to waste money by not considering
keywords, copy landing pages in addition to
budget planning. A campaign can be ineffective
without enough budget e.g. Not enough visibility
and therefore less traffic.
Ultimately a tipping point will be reached when
spending more will have no further benefit, this is
managed by implementing a test and learn strategy
based on spend
Caps are put in place to control spend and ensure
optimum visibility these can be daily/weekly etc
Budgets need to be split between Search Engines
in order to gain maximum reach or users

Best Practices
•  Budgets can be reapportioned seasonally e.g. tax
year end and tactically e.g. to integrate with other
media
•  Review budgets on a regular basis (not annually),
best practice is setting a month budget as this can
be adjusted to reflect the current market

Keywords

What is it?

PPC is an auction-based environment is open for
all. Auctions are based on keywords or sets of
keywords – called campaigns or Ad Groups.


While it’s important to cover both branded and
generic keywords there are cost and complexity
implications. Generic terms will cost more but will
also drive more traffic; Branded keywords will
convert better. It’s better to have a separate advert
for each keyword group

Best Practices
•  Monitor brand keyword bidding by competitors to
ensure relevancy and coverage
•  Group keywords together to form ad groups
•  Use negative keywords to filter unwanted
impressions e.g. ‘private Ryan’
•  Test competitive keywords on broad, phrase
exact match
•  Continually revise keywords

Copy

What is it?

Halifax Savings Accounts Copy is the call to action, short and concise and
designed to induce the user to click through. The
copy is most likely to work well when it, promote
Pick Your Perfect Savings Account offers, deal rates, and be written as clearly as
possible.
With The UK’s No 1 For Savings
Halifax.co.uk/Savings
Poorly written copy will deter possible customers,
reduce click through rates and therefore
conversions. The message must be relevant to the
page and product linked to.

Best Practices
•  Use the brand in the heading Be cconcise
Display URLline 1 2
Description
Title •  Make the message action orientated
•  Describe the product or service
• Use an URL thatapplyusers who youengine
• Character limits tells but vary
• 25 characters including spacesfrom are
•  Test different creative
• Has to be the actual domain for the as
• The actual(Googlequery can both 35
to engine. search = 2 lines, be used •  Optimise creative
landing page
characters. Yahoo Bing= keyword
the header (called dynamic 1 line, 70
characters) increase relevancy and click-
insertion) to Additional Practices

• Start therate for thewith a verb to call out
through sentence ad •  Dynamic keyword insertion - Keyword appears in
ad title and makes ad appear more relevant
the call-to-action •  Test various different call to actions

Landing
Page

What is it?

The landing page is the entry point for new
customers; it has to respond to the user query; has
to be easy to use and well laid out; must not
impede the user journey or disrupt the user
experience.


Search engine algorithms evaluate the landing
page to calculate Quality Score, which can impact
on cost and ranking position.

Best Practices

•  Target adverts to specific keyword/product
•  Send to a relevant landing page and keywords
are relevant to the search query

How natural and paid search work
together

Consumer
behaviour

Eye Scan Study:
Marketing Sherpa and Eve-tools
performed a study to understand
how searchers interact with search
results
According to the study, the majority
of attention is given to the first 5
listings on the top left
Lower positioned paid results on
page one can also receive
significant traffic on high
impression keywords

Source:
MarketingSherpa and Eyetools Link Study, August 2005
Enquiro Search Engine Results : 2010 white paper August 2007

How
paid
and
natural
search
work
well
together

Google has commissioned a number of studies in partnership with Enquiro (a market research company) that
shows brand recall and purchase consideration is greater when appearing in the top paid and natural search
results for generic queries. It is not surprising that recall is higher, when the brand displayed twice upon the
page.

Non brand searches Brand searches

In the right hand graph, Google study shows that for a branded query purchase consideration increases by 7%
if you appear in both paid and natural.

Paid

Natural
integra.on

natural
search

paid
search

number of words in search query

How
to
save
money
by
integra.ng
paid
and

natural
search
tac.cs

1.  Analytics - Use the click stream data from Assisted Conversions to
make sure all terms are on exact match and thus lower CPC. Use Site
Intelligence data to refine mis-spells and lower CPC

2.  Search Terms - Test a broad range of search terms in Paid Search
and incorporate the good converters into Natural Search

3.  Creative message – Test different creative in Paid Search and deploy
the most successful and relevant as the meta description of the
appropriate page for natural search

4.  Quality Score – improve bid prices and positional visibility by
optimising your landing pages to make them more relevant and
conversion indusive

5.  Budget - Priorities Natural Search strategies for certain search terms,
to offset costs in competitive Paid Search markets. Alternatively, we
can reinforce brand messages across both channels, or improve
visibility in ‘hard to reach’ natural markets with tactical paid search
activity

SEO
Processes

•  Forecasting
•  Site Audit
•  Keyword Research
•  Keyword Strategy
•  Content Matrix
•  Content Brief
•  Content Optimisation
•  Meta Data Inventory
•  Technical Brief
•  Link Audit
•  Reporting

•  Forecasting
•  Site Audit
•  Keyword Research Forecas.ng

•  Link Audit
•  Reporting

•  Forecasting
•  Site Audit
•  Keyword Research SEO
Audi.ng

•  Link Audit
•  Reporting

SEO
Audit

Process

Public
access:

•  Xenu
Link
Sleuth
–
broken
links

•  Screaming
Frog
–
.tles
and
meta’s

•  SEO
for
Firefox
SEO
Book
browser
plug
in

•  Google
Chrome
–
SEO
Site
Tools

SEO
for
Chrome

Paid
for
public
access:

•  SEO
Moz
Open
Site
Explorer
–
back
link
proﬁle

Access-‐based:

•  Google
Webmaster
Tools
–
keywords,
posi.ons

links

SEO
Audit

Technical
Op.misa.on

•  Pages indexed by your Sitemap •  Page layout
•  Pages indexed in Yahoo •  Main Navigation
•  Footer links
•  Pages indexed in Bing
•  Main Menu layout
•  Pages crawled in Google •  Redundant links
•  Page load time (ms) •  Outbound links
•  Robots.txt •  Image Optimisation
•  Custom 404 page •  Alt Tags
•  Text in Images
•  Information architecture
•  General house keeping
•  URL Structure •  Frames
•  HTML sitemap •  Content inside unreadable web applications
•  XML sitemap •  Multiple Domains
•  Video Sitemap •  Sub Domains
•  International Domains
•  Duplicate content
•  SEO Domains
•  Canonical Linking •  Old Domains
•  Deleting old pages •  Duplicate Content?
•  301 redirect •  Cross linking?
•  302 Redirects •  Check source code for:
•  W3C compliance
•  IP location – DNS server
•  heavy amounts of code
•  GEO location
•  Multiple H1 tags or lack of H1’s
•  Shared server •  Install Webmaster tools for; Google, Yahoo, Alexa and Bing.

Redirects

Factor:
Redirection facilitates movement of a visitor from one
page or website to another. Redirects are often used in
conjunction with domain name changes, moving or
removing content, introducing new content, or directing
users based on profiling. Redirects can happen at the
web server (301, 302 Redirects) or at the page-level
(Meta-Refresh)

Implications:
The nature of a redirect communicates important
information to a search engine. 302 redirects also
indicate to the search engines that the content is
temporary and will be changed in the near future.
Popularity attained by the previous site or page may not
be passed on to the new site.

Best practice/Action required:
Server-side redirects are recommended in nearly all
cases. 301 Permanent Redirects should be used when
the change is long-term or permanent, which allows
pagerank and link popularity to transfer.

Alternative practices:
NA

Javascript
Naviga.on

Factor:
Navigational elements are executed using Javascript
technology.

Implications:
Search engine spiders are unable to follow Javascript
navigation and are therefore unable to find pages
accessible only through Javascript. Additionally,
human visitors without Javascript-enabled browsers
will not be able to navigate the site

Best Practices/Action Required:
Use CSS or HTML based navigation.

Supplement Javascript navigation with on-page
HTML-based navigation located in the page footer.

Include a HTML link to a sitemap with static links to
key pages within the website.

Naviga6on
is

removed
with

Javascript
disabled.

Websites
in
Flash

Factor:
Valuable website content is implemented using Flash
technology. For reference, see plugintomarriott.com

Implications:
Search engine spiders cannot read content or follow links
implemented in Flash.

- Implement a static HTML, low-bandwidth version of the
website that mirrors the content within your Flash files

- Implement user-agent detection to deliver the HTML
site to spiders and the Flash version to human visitors.

Alternative Practices:
Break up the Flash movies into smaller components and
lay the SWF files into optimized, linked HTML pages
with unique URL’s

Disclaimer:
Google is able to index flash sites. HTML content is still a
preferred method of crawlable content for any bot.
Please see iCrossing’s POV on Flash crawlability
(http://greatfinds.icrossing.com/?p=374).

Content
Produced
in
AJAX

Factor:
AJAX, or Asynchronous JavaScript and XML, is a web
development technique used to load content from a
server without changing pages. AJAX relies heavily on
JavaScript to display and swap content.

Implications:
Search engine spiders generally cannot read AJAX
content.

Use AJAX selectively, primarily for supplemental
content associated with low search volumes.

Create a static, spider friendly version of your site that
includes content from within your Javascript

Robots.txt
Files

Factor:

A robots.txt file is a human configured file that resides in
the web server’s root directory and contains directional
information for search engine spiders.

Implications:

Many search engines, including Google, will refer to the
robots.txt file to understand which directories or files to
exclude from crawling.


All web servers should include a robots.txt file configured
Insert client or domain
to exclude non-relevant folders and files, such as support
specific example
files, CSS files, sensitive information.

Validate each robots.txt file using analysis tool available in
Google Sitemaps, or contact iCrossing for assistance.


NA

Cloaking

Factor:
Presenting one version of web content to human
users and a different version to search engines is
known as cloaking. This process commonly occurs
through IP detection or user-agent detection.

Implications:
Search engines are continually improving their ability
to identify cloaking and often harshly penalize
offenders, including banning the domain from their
index.

Cloaking is a practice that should never be used.

NA

URL
Structure
(session
IDs)

Factor:

A web server assigns a unique session ID variable within
the URL for each visit for tracking purposes.

Implications:

Search engine spiders revisiting a URL will be assigned a
different session ID each visit, which will result in each
visit to a page appearing as a unique URL and causing
indexing inconsistencies, and possibly duplicate content
penalties.

Implement user-agent detection to remove the session
specific example
ID’s for search engine visits.


NA

URL
Structure
(folder
structure)

Factor:

Valuable content associated with highly competitive
keywords is organized many folders deep within a web
site.

Implications:

Search engines generally associate the importance (read:
relevancy) of content based on its placement within a site
hierarchy, so that less importance/relevancy is associated
with content deep within a folder structure.


Web sites should be as flat as possible, with content
relating to highly competitive keywords implemented on
pages high on the hierarchy.


Implement a URL rewrite on the server to flatten the folder
structure to visitors and search engines.

URL
Structure
(name
value
pairs)

Factor:
Name-value pairs are used within URL’s to provide
information necessary to produce dynamic content.
Name-value pairs generally follow the “?” symbol in the
URL.

Implications:
The primary challenge with name-value pairs is that they
create lengthy URL’s and therefore risk scrutiny by
search engines. Additionally, name-value pairs often do
not contain valuable keywords, thereby reducing
relevancy.

Rewrite dynamic URLs on the server with mod_rewrite or
similar program. This will shorten and simplify the URL
hnp://www2.victoriassecret.com/ and allow valuable keywords to be used in the URL.
commerce/applica.on/prodDisplay/?
namespace=productDisplayorigin=onlineP Use valuable keywords in the name-value pairs
roductDisplay.jspevent=displayprnbr=8U whenever possible and keep the quantity of pairs to no

-‐220418page=1cgname=OSSHUDSSZZZ more than three.

rfnbr=4782

Canonicaliza.on
Issues

Factor:

Canonicalization is the process of picking the best URL
when there are several choices, usually referring to the
homepage of a website.

Implications:

Search Engines may not pick the client-preferred URL,
rather the one they determine to be most relevant.


There are a few ways to ensure that the proper URL is
indexed:
specific example   Consistent linking:
•  When linking to www.bankofamerica.com on
other pages within the site, always use this
method
•  When requesting links from other sites,
always point to www.domain.com if using this
Viewed
as
the
same
by
most
search
engines:
method from the example above

  Use 301 Permanent redirects on the web server

hnp://www.bankofamerica.com

•  Redirect the non-www homepage to the

hnp://www.bankofamerica.com/index.cfm
www version of the homepage


NA

Duplicate
Content

Factor:

Duplicate content exists when two or more pages within
a website, or on different domains, share identical
content. Different domain names do not create distinct
content.

Implications:

Major search engines consider duplicate content to be
spam and are continually improving their spam filtering
process to penalize and remove offenders.

Avoid duplicate content issues by using unique copy
specific example
and other content on each page of a website, to include
streamlining the content management system to
associate the correct content with the intended domain.


NA

Internal
Link
Op.miza.on

Factor:

Internal linking between pages within a web site, such as
navigational elements or a site map, plays an important
role in how search engines perceive the relevancy and
theme of both web pages.

Implications:

Proper intra-site linking will help facilitate effective
spidering, in addition to increasing relevancy of pages and
keywords used in the anchor text.


  Use static, crawlable text links

  Optimized anchor text should be used
  Keep the number of links on a sitemap to less than 100

  Sitemaps should be linked directly from homepage and
other major pages throughout the web site

  Use only core, 200-level URLs.

Refrain from using images, Flash, or non-static text when
possible for linking

Splash
Pages

Factor:
A splash page can consist of either a large graphic
image or a Flash animation and serves as the
primary user entry point to a website by using the
root domain name as its URL.

Implications:
Generally, splash pages replace the true home page
in a search engine index and are detrimental to SEO
practices. Splash page can also prevent spiders from
accessing the inner pages of the site, resulting in
inner pages not getting indexed and ranked.
Additionally, the temporary nature of splash pages
Home Page: www.saturn.com/saturn/Saturnindex.jsp creates a challenge for linking and relevancy
purposes.

Best Practices/Action required:
Do not use splash pages.

For promotional or attention-getting content, use a
popup window on the home page or unique pages
prominently linked from the home page.

Document
Accessibility

Factor:
Pages or content that is moved, removed, or changed
can result in errors, such as a 404 Page Not Found.

Implications:
Missing content and broken links signal to search
engines that the website is not properly maintained.
The effect is reduced rankings and also user frustration
when bad links are followed

- Repair all broken links as soon as possible
- Use 301 Permanent redirects to direct users and
search engine spiders to the new location, as
applicable
- Implement custom 404 page on the website with
helpful navigation for users.
- Keep 301 redirects in place for 60-90 days before
removing from the site

n/a

Excessive
On-‐page
Scrip.ng

Factor:
Search engine spiders index a limited amount of web
page code, approximately 100K, when crawling or
spidering a web page.

Implications:
Excessive use of on-page scripting or CSS, especially
at the top of a web page, limits the amount of content
search engines will see.

Place any Javascript code and CSS that is longer than
three lines into an external .js or .css file. Use an
external file increases flexibility of code and easy way
to update for maintenance.

Move on-page scripting to the bottom of the page.

SEO
Moz
Introduc.on
to
SEO

link

•  Forecasting
•  Site Audit
•  Keyword
and

Keyword Research

Keyword Strategy
Market
Research

• 

•  Link Audit
•  Reporting

Domain
Level
Keyword
Usage

Keyword

Market
Research

5
Essen.al
Ques.ons

•  What
are
your
root
keywords?

•  What
are
people
actually
searching
for?

•  What
is
the
size
of
your
search
market?

•  How
compe..ve
is
each
keyword?

•  What
is
the
poten.al
ROI
for
each
keyword?

Keyword
Market
Research

Process

1.  Open
the
Search
Term
Research
Template
file
and
save
a
client
version

2.  Conduct
a
Google
keyword
tool
site
scrape

3.  Review
site
for
current
tags
and
copy
for
ini.al
search
term
list

4.  Add
in
Google
Webmaster
Tools
data

5.  Conduct
compe.tor
research
based
on
list
from
client

6.  Conduct
desk
research
on
core
products
to
expand
list

7.  Add
in
best
performing
search
terms
from
analy.cs
(traffic

conversions)

8.  Discard
terms
that
are
ranking
well
but
not
conver.ng

9.  Add
in
any
suggested
search
terms
from
the
client

10.  Add
in
best
performing
search
terms
from
PPC
data

11.  Conduct
a
synonym
search
using
thesaurus.com

12.  Add
in
related
search
term
results
from
a
Google
search

13.  Use
Google
Insights
to
add
in
high
breakout
and
rising
terms
(UK,
last
2
years...
see
link).
Export
CSV
and
paste
line
charts
in
to
main

report
for
each
search
term

14.  Run
list
through
the
Google
keyword
tool
using
UK
exact
match
to
expand
the
list,
retrieve
CSV,
keep
search
volume
and
compe..on

data

15.  Use
Google
Traffic
Es.mator
if
you
need
to
to
generate
figures
for
the
whole
list
as
you
can
paste
in
more
than
100
terms
and
it
s.ll

gives
you
seasonality
data.

16.  Run
a
ranking
report
in
Raven
Tools
to
check
current
visibility

17.  Compile
all
data
into
spreadsheet
and
look
for
terms
that
meet
the
following
criteria:

1.  Have
high
traffic
volume
but
aren't
overly
compe..ve

2.  Have
visibility
but
could
rank
higher

3.  Are
delivering
traffic
or
conversions
but
could
rank
higher

4.  Are
not
already
ranking
highly
and
are
delivering
no
conversions

•  Forecasting
•  Site Audit
•  Keyword
Strategy
Keyword Research

•  Link Audit
•  Reporting

Page
Level
Keyword
Usage

What
is
a
Keyword
Strategy?

•  Final
list
of
keywords
approved
by
all
company
stake
holders.

•  Contains:

•  Exact
keywords
organised
by
hierarchy

•  Projected
traﬃc,
sales
and
ROI

•  Bench
mark
of
current
keyword
rankings

•  Forecasting
•  Site Audit
•  Keyword Research Content
Matrix

•  Link Audit
•  Reporting

What
is
a
Content
Matrix?

•  Search
engine
op6mised
“site
map”
structure

•  Contains:

•  All
search
engine
visible
pages
of
the
site
in
hierarchal
order

•  Matches
each
exis.ng
page
with
“1”
keyword
from
the
keyword
strategy*

•  NEW
pages
that
must
be
created
to
target
orphaned
keywords

•  NEW
URL
structure
(if
required)

•  301/302
redirect
instruc.ons

*There
are
some
excep.ons
to
this
rule.

Content
Matrix

Who
will
read/use
this?

•  Tech
or
web
team

•  Website
designer

•  Web
developer

•  User
experience
designer

•  SEO
professional
or
agency

•  Marke.ng
manager

•  Forecasting
•  Site Audit
•  Keyword Research Content
Brief

•  Link Audit
•  Reporting

What
is
a
Content
Brief?

•  A
clear
instruc6onal
document
for
copy
writers.

•  Contains:

•  General
SEO
content
wri.ng
guidelines

•  Instruc.ons
for
wri.ng
new
pages
for
the
site

•  Instruc.ons
for
wri.ng
extra
content
for
exis.ng
pages

•  Detailed
ideas
of
content
and
page
sturcture

Content
Brief

Who
will
read/use
this?

•  Copy
writer

•  Web
Designer

•  SEO
professional
or
agency

•  Marke.ng
manager

•  Forecasting
•  Site Audit
•  Content
Op.misa.on
Keyword Research

•  Link Audit
•  Reporting

Steps
to
Content
Op.misa.on

•  Edi.ng
content

•  Keyword/page
analysis

•  Keyword
density

•  Headers

•  Bold,
underlined
and
emphasised
keywords

Exercise - build your own page

Set up your own page
based on these keywords:
-‐  ‘holidays’

-‐  ‘villa
holidays’

-‐  ‘villa
holidays
in
Tuscany’

•  Forecasting
•  Site Audit
•  Crea.ng
Meta
Data
Keyword Research

•  Link Audit
•  Reporting

Meta
Data
Inventory

•  A
clear
instruc6onal
document
for
copy
writers.

•  Contains:

•  General
SEO
content
wri.ng
guidelines

•  Instruc.ons
for
wri.ng
new
pages
for
the
site

•  Instruc.ons
for
wri.ng
extra
content
for
exis.ng
pages

•  Detailed
ideas
of
content
and
page
sturcture

•  Forecasting
•  Site Audit
•  Keyword Research Technical
Brief

•  Link Audit
•  Reporting

What
is
a
Technical
Brief?

•  A
clear
instruc6onal
document
for
the
technical
team.

•  Contains:

•  Detailed
instruc.ons
for
ﬁxing
or
adding
elements
to
the
website
required
for

search
engines
to
easily
crawl
the
site.

Technical
Brief

Who
will
read/use
this?

•  Tech
or
web
team

•  Website
designer

•  Web
developer

•  SEO
professional
or
agency

•  Marke.ng
manager

•  Forecasting
•  Site Audit
•  Link
Building
and

Keyword Research

• 
Social
Networking

Keyword Strategy

•  Link Audit
•  Reporting

What
is
Link
building

•  Web
site
and
web
page
popularity

•  Quality
relevant
websites

•  Relevant
anchor
text

Domain
Level
Link
Authority

Features
—
Correlated
Data

Page
Level
Link
Authority

Safe
link
building
techniques

•  Ar.cle
adver.sing

(Advertorials)

•  Partner
links
and
client
links

•  Reputable
Directories
–
DMOZ,
Yahoo,
AOL,
Etc.

•  Social
Bookmarking
and
Social
network
tags

•  Local
directories,
Classiﬁed
ads,
Craigslist,
Gumtree,
Etc.

•  Aﬃliate
programs

•  Yahoo
answers

•  Wikipedia

•  LinkedIn

•  Leave
reviews
on
review
sites

•  Create
an
authority
blog

Safe
link
building
techniques

Techniques
to
avoid

•  Building
links
too
fast

•  Linking
to
banned
or
untrustworthy
websites

•  Link
exchanges

•  Using
the
wrong
anchor
text
in
links

•  Ar.cle
Spinning

•  Using
“Independent
back
link
networks”

•  Site
scraping
and
content
repackaging

•  Phishing

•  Forum
Spam

•  Blog
Spam

•  Forecasting
•  Site Audit
•  Keyword Research
•  Reporting and Measurement
Keyword Strategy
•  Link Audit
•  Reporting

5
Things
Website
Owners
would
love
to
know

•  Is
it
working?

•  Is
SEO
really
making
a
diﬀerence?

•  How
many
sales
are
we
geyng?

•  How
much
traﬃc
are
we
geyng?

•  Where
are
we
ranked
per
keyword?

Make
it
Happen

SEO
Repor.ng
doesn’t
happen
by
accident.

1.  Choose
your
keywords

2.  Set
your
targets

3.  Keep
going
un.l
you
succeed.

4.  Then
make
your
lis.ngs
BETTER.

The
Future
of
Search

What
have
we
learned?

5.
Op.mise
content
but
write
for

1.
Nail
those
on-‐page
factors
at the
user
ﬁrst
–
don’t
over

template
level
to
force
best op.mise

prac.ce...What
were
they?

6.
Meta
descrip.ons
are

2.
Google’s
algo
is
heavily
link important
but
aren’t
a
ranking

based
so
spend
a factor

propor.onate
amount
of
.me

here...
What
%?
7.
Resolving
technical
issues
is
a

3.
Focus
on
a
mix
of
keywords big
part
of
the
banle

(+ve

-‐ve),
crea.ve,

and

8.
Benchmark
your
keyword

budget
to
make
PPC
work
and rankings
and
focus
on
improving

provide
data
for
SEO
strategy
them

4.
Research
keywords
with
a 9.
Monitor
analy.cs
to
make

pinch
of
salt
but
ﬁne
tune
sure
your
assump.ons
are

based
on
analy.cs

correct

Thank
you

Contact

Tim Aldiss

Search Specialist

Fortune Cookie (UK) Limited

tim.aldiss@fortunecookie.co.uk

Fortune Cookie

www.fortunecookie.co.uk

Spanning The Globe With Search

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