Alba Innovation Centre SEO Master Class Presented by Grant Ruxton

April 2014

©Boyd Digital

Agenda

–Introduction to SEO

– Keyword Research

– SEO Audits and Onsite SEO

– Offsite SEO and Authority

–Focus on International SEO

–Case Studies

–Interactive Session

What is SEO and What Does it Mean to

Your Business?

•Drive International Sales and Awareness

•Maximise brand Visibility at Home and Abroad

•Position Your Brand Next to Established players

•Discover and Justify New Markets

•Guide Business Decisions With International Traffic Information

Keyword

Research The Cornerstone of

successful SEO

Marketing Led Keyword

Research

• The cornerstone of effective SEO

• Understand what your customers are searching for

• Opportunity to tailor your site to customer needs

• Discover untapped areas of your market

• Target users at important stages of the customer journey

What is an SEO Audit?

• Full analysis of your website’s health

• Website structure

• On site technical considerations

• Review of existing content

• Analysis of various off site elements

Onsite SEO Technical

Factors

• Can search engines crawl the site effectively?

• Is the URL structure SEO friendly?

• Are there any coding errors?

• Is the robots.txt file in place and properly formatted?

• Can the site speed be improved?

Onsite SEO Content

Factors

• Is suitable meta data in place?

• Is the content suitable for the target keywords?

• Could the site be structured more effectively?

• Is the site easy for users to navigate?

• Is social media being integrated effectively?

Onsite SEO Technical

Factors

• Can search engines crawl the site effectively?

• Is the URL structure SEO friendly?

• Are there any coding errors?

• Is the robots.txt file in place and properly formatted?

• Can the site speed be improved?

Back link Analysis

• Analysis of the existing link profile

shapes the SEO campaign

• What kind of sites are linking to

you?

• What anchor text is being used?

• How will Google view these links?

• If the link profile is poor, link removal

work may be required

• Google are becoming increasingly good at

targeting spam

• Several high profile penalties in recent

months

• Managing on and off site SEO is crucial

• On site content needs to be of a high

standard

• Back link profile needs actively managed

to avoid potential issues

Penalties

Offsite SEO and Authority

• Earning links from

relevant sites is still key

to ranking

• Social media is an

increasingly important

channel

• SEO be part of a wider

marketing strategy

Link Attraction

• Develop quality content

• Find out what your customers want to know

• Develop content to answer their questions

• Promote content to industry influencers

• PR, social media and direct outreach

Social Signals

• Social media is another way of engaging with your customers

• High visibility correlates with higher rankings

• Google moving towards understanding web identities and authority via social media

• Google Plus becoming increasingly important for search engine visibility

International SEO

• International SEO is a huge

opportunity for businesses

• Huge overseas markets in most

industries

• Access to targeted customers

around the world

• Where is there an opportunity for your

business?

• Can you provide your service for

international customers?

• Can you scale your business to

accommodate the increased demand?

• Staff Impact

International SEO Considerations

• Where is there a demand for your service?

• International keyword research can give

an indication of market size

• Is there an opportunity to become a

market leader overseas?

Market Size

• Proper translation of content is essential

• Professional translation by a native

speaker will ensure you’re sending the

right message

• Web-based translation tools are not yet

accurate enough to be trusted

Multi Language Sites – Translations

Multi Language Sites –

Technical Implementation

• Various ways to implement foreign

language content

• Subdomains, subdirectories or

ccTLD’s?

• Server location

• Proper Hreflang implementation

• User IP & user agent detection

• Is international SEO delivering relevant

traffic from your target markets?

• Is your site ranking well for your target

terms?

• Is it delivering a decent ROI?

• Is it building your brand in new territories?

KPI’s for International SEO

International Case Studies

Michelin

Tyres 7 East Asian Territories

Multi Language

23% traffic increase

47% Traffic

Increase After onsite optimisation of

over 10,000 web pages

• Sign up for free to

Accuranker at

http://bit.ly/1fMM4Pa

• Add as many keywords that

you think are right for your

business

• We will talk through as

many results as possible

Interactive Session - Where do you rank?

Rank Tracking

• Accuranker http://bit.ly/1fMM4Pa

Keyword Research

• SECockpit http://bit.ly/1qEfd4m

• Long Tail Pro http://bit.ly/1mU8DF5

• Wordtracker http://bit.ly/1bTAtBz

Recommended Tools

Backlink Analysis

• Ahrefs http://bit.ly/1k01UNF

• Majestic SEO http://bit.ly/1go3u5G

• Open Site Explorer http://bit.ly/1ePt17v

• Link Research Tools http://bit.ly/1qn9LVa

Recommended Tools

Web: http://www.boyddigital.co.uk/

Talk: 0141 427 9337

Email: grant@boyddigital.co.uk

Skype: grantrux

LinkedIn: http://uk.linkedin.com/in/grantruxton

Contact Us

Local

Websites Business websites with

clear reason to link to

local estate agents

perrystreetcafe.com

Thanks