Chartered Institute of Marketing - Joanna Butler - Harnessing The Power Of SEO Workshop
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Transcript of Chartered Institute of Marketing - Joanna Butler - Harnessing The Power Of SEO Workshop
Harnessing the Power of
Search Engine Optimisation
Joanna Butler SEO & Online Marketing Consultant
About Joanna Butler
• SEO, web analytics and online marketing strategies
• I work with blue chips and SMEs at Latitude:
• Horse rider, photographer and London tourist
• I blog about SEO at: SearchEngineChocolate.com
Search Engine Chocolate .com
Workshop Agenda
StrategyUniversal SearchLocal SEOOnline PRSocial MediaLink BuildingPaid SearchTools
3 Hot TipsClinic
Why Do SEO?
Strategy
On-page: build solid, future proof foundations
• HTML (W3C)
• Caching
• Errors
• Spam
Off-page: build links and social media
Strategy
Keywords matter: Niche vs. Volume
Strategy
Strategy
Freshness:• Get blogging• Use press releases & news• Hire a good copywriter
Encourage plagiarism:• Include links • RSS feed
Strategy
• Convert visitorsBasic web analytics will show you how
• Revise keyword choicesDon’t waste time on keywords that don’t convert
Strategy
• Meta descriptions
• Title tags
• Robots noindex
...take control of your SERPs
MapsImagesVideosNews... = IMPACT
Universal Search
Consider optimising for:
Universal Search
Google Maps
Local SEO
Google Local Business Center
Local SEO
Google Webmaster Tools
Local SEO
• .co.uk vs. .com
• Hosting location
• Foreign SEO? Hire a native speaker
Local SEO
Social media: watch those SERPs!
Online PR
Online PR
• Boost good PR
• Forums: boost posts
... do good things!
Online PR
Social Media
• Generate buzz
• Natural link buildingFacebook groups
• Different uses and users:Stumble Upon: qualityTwitter: voucher codes Digg: warning!
• Some links are ‘followed’
• Personal customer service• Mentions appear in SERPs
Social Media
• Quality: over quantity• Gold: newspapers, .gov, .edu, etc.• Age: both old and new
• Buying? Directories? Natural citations always best.
• Idea: Use offline relationships / networking...
Social Media
Search Engine Chocolate .com
www.latitudegroup.com
Link Building
Think about:• Target URLs• Internal linking structure• Anchor text
...Enhance pages to get sitelinks:
What About Paid Search?
Great for:• Testing keywords, landing pages• Offers, seasonal products.• Scheduling (start/stop, time of day, week etc)• Creativity
What About Paid Search?
Conversion Attribution
Tools of the SEO Trade
Toolbars: • Google Toolbar • SEO Book Toolbar • Web Developer Toolbar
Google: • Google Webmaster Tools• Google Analytics• Google Alerts
Link analysis: • Yahoo! SiteExplorer• MajesticSEO• SEOmoz Pro Tools
Read: • Blogs
3 Hot Tips
1. Keywords in domain names and URLs still as relevant as ever– Affiliates: give them guidelines or they’ll
dominate your SERPs!
2. Cache for speed
3. Anchor text
SEO Clinic
• How can I help?
Thank you!
Ask me questions:Joanna.Butler@LatitudeGroup. com
Follow me on Twitter:@JoannaButler
@Latitude_Group
Come and see me at:A4U Expo in London, 13-14th October
Use code ‘SEOCHOC10’ for 10% off!
Search Engine Chocolate .com