Brighton Digital Women€¦ · On page Theming: URL HTML Title H1 Meta description (CTR) Content...

Pi Datametrics Natural Search Intelligence Platform

Beginner’s guide to SEOBrighton Digital Women

@gabsgallu www.pi-datametrics.com

1. What is SEO and how it has changed

2. Getting your content found3. Why data is critical


SEO has changed!It’s not about keyword stuffing, buying links or ‘SEOing’ pages in

isolation - the old techniques no longer work.

Now SEO is more of a science and it’s about understanding how search engines work and ensuring that websites are

technically well structured, mobile friendly, well connected and that good, fresh content is both relevant and accessible

to searchers.


So what does work?


Assuming that you have well structured, accessible website…

Begin inside the mind of your customers/searchers!


How do they search?Search criteria?

What device do they use?

Use this as the basis for theming


On page Theming:● URL● HTML Title● H1● Meta description (CTR)● Content (no stuffing - keep it relevant!)● Images & video

Intra-site:● Link between pages● Avoid page theming

overlap


40%of online marketing

budgets are spent on content!


So, why do we create content?


Discover, Consume and Share.

BUT in order for this to happen searchers first have to find the content that we're creating.

AND there's an assumption that just because we've spent a great deal of time and effort crafting something beautiful, we assume that it's going to be readily found and consumed.


We’ve been making two mistakes


Isolation & CurationEditors spend hours researching and creating very good quality articles for their readers; they know that content is King and that people want to consume more and more content - and search engines love it!

However, very often editors create new content without reference to:● Existing content on the site● What's already indexed in the search engines● How existing content is themed and linked

Why does that happen? Because they fail in curating their own content! They create content and then they turn their backs on the very content they've worked so hard to produce and this is where the problems begin.


What happens when we turn our backs on our

content?


Internal ConflictThe most common cause of

unexplainedloss of visibility

www.pi-datametrics.com@gabsgallu

Site: Large Global RetailerSearch Engine: GoogleMultiple Clothing Terms - high volumeDate Range: 01 June 2016 - 10 October 2016


Site: Large Global RetailerSearch Engine: GoogleSearch Term: wedding guest dressesDate Range: 01 June 2016 - 10 October 2016


Site: Large Global RetailerSearch Engine: GoogleSearch Term: petite maxi dressDate Range: 01 June 2016 - 10 October 2016


Thinking of creating new content?

Follow these essential steps to avoid Internal Conflict...


5. LINK......any existing and relevant complementary pages to your new content, using the destination theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as Google.

6. THEME......The new page for this term and link back to it appropriately.

Ensure the Title is unique and containsthe term.

3. CHECK AGAIN: Try removing the ‘intitle:’ from the search operator.

1. BEGIN... ...with the customer.

What search phrase would they use to find your content? This forms the basis for Page Theming.

2. IMPORTANT:Before publishing ask yourself: “Do we have other similar or related content on-site?” Use the site operator in Google for clues:e.g. site:mysite.com intitle:search term

3. CHECK......the search results for the term you’re optimising for.

Do you see any pages from your domain?

YES

COMPLEMENTARY

4. ASK... Are the pages complementary or conflicting?

CONF

LICT

ING

NO

5. DECIDE:Which page do you want to position for the term you are optimising?

THE

NEW

PAG

E

AN EXISTING PAGE

6. COMPLEMENTYour new page is complementary. As it is new it has the potential to conflict so theme and link between this and the chosen existing page carefully. This page may well position in its own right for derivative and longer tail queries.

© 2016 Pi Datametrics An Intelligent Positioning analytics solution Head Office: 3rd Floor, 120 Church Street, Brighton, BN1 1UD | T. +44 (0)203 371 3930 | E. [email protected] London office: East Side, King's Cross Station, London N1C 4AX UK Company No.6253300 - V.A.T. No.918098203

Thank you!

Brighton Digital Women€¦ · On page Theming: URL HTML Title H1 Meta description (CTR) Content...

Documents

Transcript of Brighton Digital Women€¦ · On page Theming: URL HTML Title H1 Meta description (CTR) Content...