How SEO Works & 5 Top Tips
Transcript of How SEO Works & 5 Top Tips
The changing faceof SEO and 5 top tips to takeaway.
Business Technology Forum | Blue Logic Digital
Roy MoodyPartner/Director
Blue Logic Digital
Blue
Logic
Digital
AGENDAHow SEO Used To WorkWhat Now WorksTakeaways
1 – Spotting on page issues2 – Is there demand?3 – Local visibility 4 – Audience targeting 5 – Measuring results
Top Tools The Agencies UseQ&A
Matt ShawDigital Marketing Strategist
Blue Logic Digital
How SEO used to work…
• Quantity over quality – links
• Google Manipulation - keyword stuffing
• Low quality content - article spinning
• As a result – Google introduced algorithm updates resulting in potential penalties.• Penguin – link related• Panda – content related
• Can result in short term results but long term damage.
So what now works in modern SEO?…
• Digital agencies and in-house teams need to align themselves to more traditional marketing techniques by:
• Focusing on customer journeys• Creating good quality content • Increasing brand awareness through PR –
links• Delivering good Customer experience through
a fast, mobile friendly and technically sound website
Let’s start with the basics…
1 – Spotting on-page issues…
Technical SEO – Key items to check…• URL & Page Titles
• Heading/H1 tags
• IIS Tool - http://goo.gl/ftFUt8
• Unnecessary Re-directed Links
• Broken Links
Technical AnalysisRow Labels Count of Violation Title
The <img> tag does not have an ALT attribute defined. 99563
The page contains invalid markup. 23539
The page contains multiple <h1> tags. 4922
The page was excluded by a nofollow attribute. 3888
The page contains unnecessary redirects. 3653
The title is too long. 2418
The request is disallowed by a Robots.txt rule. 1999
The page contains a large amount of script code. 1626
The page contains a large number of Cascading Style Sheet (CSS) definitions. 1024
The description is missing. 604
The URL for the hyperlink is broken. 508
The link text is not relevant. 261
The page contains broken hyperlinks. 230
The <h1> tag is missing. 201
The page contains multiple canonical formats. 46
The description is empty. 43
The title is empty. 28
The title is missing. 22
The page uses a refresh definition instead of using redirection. 19
The description is too long. 14
The canonical URL of the page is inconsistent. 8
The canonical URL is linking to a resource that permanently moved. 6
The page contains multiple title tags. 5
The page contains too many hyperlinks. 5
The canonical URL is broken. 4
An unexpected error has occurred. 3
The description is too short. 3
The redirection response results in another redirection. 3
The title and description are identical. 3
The page contains multiple descriptions. 1
The page specifies more than one canonical URL. 1
Grand Total 144650
2 - Is there demand?…
3 – Local Visibility…
4 – Audience Targeting
• Aligning with traditional marketing through audience targeting
• How to find your online target audience…• Google Analytics Demographics• Facebook Pixel• YouGov Audience Profiler
Google Analytics Demographics• Age• Gender• Interests• Location
5 – How to measure success…
Key Performance Indicators• Average Indicators– Rankings, Bounce Rate,
Visibility, Time on Site
• Good Indicators – Sessions, New visitors, comparisons
• Focus on – Sales / Leads to check ROI
• Setup Goals in Analytics & Ask your customers
Useful Tools…
• Google Keyword Plannerservice / product demand
• Google Analyticsvisitors, demographics, content performance
• Google Webmaster Toolshow google views your website, keyword performance (rankings)
• Google Page Speed Tool (inc Mobile)
• MajesticLinks
• MOZknowledge base for further learning
• Search Metricsbrand visibility
QUESTIONS?• What does Google class as “good
content” ?• Are there any tools for checking content?• Is Google prioritising PPC over Organic?• How do I know if my Agency doing a
good job?• My PR agency says they can help with
my Search Rankings. Is this true?
Thank you@bldigital
[email protected]@bluelogic.co.uk