Improve your Search Engine Ranking · What is SEO? Search engine optimization (SEO) is the process...
Transcript of Improve your Search Engine Ranking · What is SEO? Search engine optimization (SEO) is the process...
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ImproveyourSearchEngineRankingPAULINERANDALL– FLORIZELMEDIALTD
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HousekeepingvCoursetiming
v Firealarmsandfireexits
v Toilets
vBreakforcoffee,teaandphones
vWiFiaccess
vDownloadingcourseslides
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IntroductionsvWhoyouare
vWhatyourbusinessdoes(orwilldo!)
vAnythinginparticularthatyou’relookingtogetfromtoday’scourse
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AbitaboutSEO
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WhatisSEO?Searchengineoptimization(SEO)istheprocessofaffectingthevisibility ofawebsiteorawebpageinawebsearchengine'sunpaidresults—oftenreferredtoas"natural","organic",or"earned"results.Ingeneral,theearlier(orhigherrankedonthesearchresultspage),andmorefrequentlyasiteappearsinthesearchresultslist,themorevisitorsitwillreceivefromthesearchengine'susers
https://en.wikipedia.org/wiki/Search_engine_optimization
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WhydowefocusonGoogle?
MarketshareheldbytheleadingsearchenginesintheUnitedKingdom(UK)asofApril2017
https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
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Howsearchworks– fromGoogle
https://www.google.com/search/howsearchworks/
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Whatdoesthismeanforyourwebsite?Youneed:vGoodqualitycontent
v Internalandexternallinks
v KeywordsinTitles,DescriptionsandHeadings
v Keywordsinthecontent– enoughbutnottoomanytimes
vQualitywebsite(notspammy)
v Suitableforthedevicebeingused(mobilefriendliness)
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Search– fromthesearcher’spointofview
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Maps
Detailsandreviews
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Theansweryouwerelookingfor
Alternativequestions
Otherwebsiteresults
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Advertising
Map,directionsandtimes
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Advertising
Websiteresults
Alternativequestions
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Noadvertisingthistime
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Checklistq Searchforyourbusinessbynameandcheckwhatappears
q RegisteryourbusinesswithGoogleMyBusinesstoensurethatyouhavecontroloverthecontentsuchasopeninghours,phonenumberetc
q Searchforgenericproducts/servicessimilaryourbusinessandseewhatcomesup
q KeepaneyeonAutocomplete– itcangiveyoucluesaboutwhatotherpeoplesearchfor
q SearchonadifferentsearchenginethanGoogleandseehowyouappear
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KeySEOTerms
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v altTag- Textthatshowsinplaceofanimage
vAnchorText- thevisibletextonahyperlink,thatonceclicked,leadstothedestination,eitheronyourwebsiteoronanother
vBlackhatSEO– underhandactivitiestoimprovewebranking.Whenyougetcaughtyourrankingwillbeheavilypenalised
vHeadings (or<h1>to<h6>tags)– usedtodefinetheimportanceofheadingsonawebpage
vKeyword- asinglewordorphrasethathelpsusersfindyourwebsiteonsearchengines
v Longtailkeyword- phrasesor3-4wordsthatarehighlyspecifictoyourbusiness
v InboundLinks - (alsoknownasbacklinks)linksfromotherwebsitesthatlinkbacktoyourwebsite.
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vOrganicornaturalsearch– resultsthatsearchenginesshowthathavenotbeenpaidfor(asopposedtopaidsearch)
vPageTitle– showsastheheadingofyoursnippetinsearch
vPageDescription– Showsasthedescriptionofyourpageinthesearchsnippet
v SEO – searchengineoptimisation
v SERP – searchengineresultspage
v Sitemaps - afile,normallywritteninXML,whichtellssearchenginesabouthowthecontentonyoursiteisorganized.
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DomainnamesandpageURLs
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Ifyoudon’thaveadomainnamevItshouldmatchyourbusinessname– aimforauniquenamevEasytorememberandtotypeintoabrowservAvoidhyphensvTrytomakeitpronounceablevAimforqualitytopleveldomainslike.comand.co.ukvBecarefulwith‘cleverspelling’e.g.mcplummer.co.ukvKeywordsindomainnames– canmakesearchenginessuspiciousvAvoidinfringingexistingtrademarks– thetrademarkownercouldseizeyourdomain
vMakethenameintuitive– someonelookingatitshouldknowwhatyoudovIfyoucan’tgetthenameyouwantthinkofprefixesorsuffixesyoucanadd
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PageURLsvMakethemreadable
v Shorterisgenerallybetter
v KeywordsinURLs(butdon’toverdo)
vMatchURLstopagetitles
vBewaryofcasesensitivity– insomesituations:◦ /page1◦ /Page1◦ /PAGE1
canbeseenasthreedifferentpages.Thiscouldgiveriseto404errors(pagenotfound)
vUsehyphensorunderscorestoseparatewords
https://moz.com/blog/15-seo-best-practices-for-structuring-urls
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Checklistq Ifselectinganewdomain,thensearchforthenameyouwanttouseandseewhatcomesup.
q Doyouhavecompetition?q Isyourdesirednameunique?q Aretheretrademarkissues?
q Ifyouhaveanexistingsite,checkyourpageURLsq CanyousimplifypageURLs?q Ifyouchangeanythendon’tforgettoputaredirectinplacesothatyoudon’tbreakinboundlinksq Moreaboutredirectshere:https://moz.com/learn/seo/redirection
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KeywordsIT’SNOTJUSTABOUTVISITORSTOYOURSITE– IT ’SABOUTTHERIGHTKINDOFVISITORS
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Keywordsareimportant…vMostvisitorswillsearchusingwords
v Searchenginesindexusingwords
v Knowingwhatyourpotentialcustomerssearchforisvital
vUnderstandingchangesinterminologyiscrucial
v Searchenginesunderstandcontextsotheywillunderstandthat“highqualitydining”and“upmarketrestaurants”areonthesametopic
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FindingkeywordsvMoz– KeywordResearch – paidaccount
vGoogleKeywordPlanner – freewithadwordsaccount
v KeywordTool– free(ish)
vWordtracker – freetrialandthenpaidaccount
vGoogleTrends– worduseovertime
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GoogleTrends- Golf– since2004
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Don’tdothisvDon’tbotherwiththekeywordmetatag– thesearchenginesdon’ttakenoticeofit(apart
fromBaiduandthen,onlyinMandarinChinese)
vDon’tstuffyourpagewithkeywords– ifitsoundslikeyou’rerepeatingyourselfthenyouhaveprobablydonethis.Forexample:◦ “Cometoourgolfshopandbuygolfclubs,golfbags,golfballs,infacteverythingforyourgolfingneeds.Wearethegolfexperts- talktousaboutgolfandeverythingtodowithgolf”
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Checklistv Spendtimeresearchingyourkeywords
v Lookatthealternativewordsthatpeopleuse
vGothroughyourwebsitecopyandmakesureyouhaveidentifiedauniquekeyword/phraseforeachpage
vCheckthatyouhaven’toverusedyourkeywords
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Titles,descriptionsandheadings
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Title
Description
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TitletagvOneofthemostimportantpiecesofon-pageSEO(theMOSTimportantiscontent)
v Itappearsinsearchresults,browsersandexternalwebsites
v Itshouldbeanaccuraterepresentationofthepagecontent
v Idealformat:◦ Primarykeyword- Secondarykeyword|Brandname
vDon’trepeatwordsinthetitleeg◦ Redwidget,yellowwidget,bluewidget
v Eachpageshouldhaveauniquetitle– noduplicatesonyoursite
v 70-71characters
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DescriptiontagvNotsoimportanttothesearchengine
vVeryimportanttothesearcher– hastobeattractiveenoughtomakethemclickthroughtoyourwebpage
v Itshouldmatchthecontentofthepage– ifyoutrickpeople,Googlewillpenaliseyourpageinsearchresults
vApproximately160characterslongalthoughlongerdescriptionshavebeenseenonGoogleSERPs(approx 250characters)
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ChecklistqCheckallthepagesonyoursiteforuniquetitlesanddescriptions
qRewriteiftheyaretoolong(searchengineswillchopofftheexcessinmidsentenceotherwise)
q IfyouuseWordPressthenconsiderinstallingYoast(oranotherSEOplugin).ThiswilltellyouifyouhavepreviouslyusedatitleoradescriptionandwhetherthelengthisOK
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OrderingcontentonthepagevHeadingsandsubheadingsmakereadingpagecontenteasierbybreakingitupintosmall
chunks
v ThereshouldonlybeoneH1tag(Heading1)onthepage– thisisthemainheading(thinknewspaperheadline)
v Youcanhaveseveralsubheadingsandsubsubheadings(usingH2toH6
vDon’tskiplevels
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ChecklistqCheckyourpagesandblogpostsforheadingstyles
qMakesurethatyouhaven’tjustusedalargerfonttomakeaheadingappearbigger– youneedtherightformatting.Searchengineswon’tworkouthierarchiesbyfontsize.
qDon’tforgetyourpage’skeywords!
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Content,imagesandvideoWHATIT ’SREALLYALLABOUT
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Pagecontent– THE mostimportantthingonyoursitevMostimportantbothforsearchenginesandforyourhumanvisitors
v Searchenginesreadthecontentand,togetherwithalltheotherpartsofthesite,makeajudgementastowhetheraparticularpageisthecorrectonetoshowtoasearcher
v Keepontopicandrememberyourkeywords(andvariants)
v Easytoreadtext
vMostimportantcontentatthestartofthepage
v Fresh,newcontent(don’tcopyfromothersites)
vWriteforyourhumanvisitors
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ImageandvideooptimisationvWhichmakesmoresense?◦ Dogreadingnewspaperor◦ IMG45639-452
vGiveimagesandvideoclear,descriptivenames
vUsealttext– thiscanbereadbyascreenreaderforvisitorswhohavevisualdifficulties
vAddacaptionifappropriate
v Keepfilesizessmall(fasterloadingandbetterSEOranking)
vUploadtherightsizeofimage
vUseyourownimages/videoifyoucan– thisgivesthemuniqueness
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VideovVideogetsahighbiasinsearch
v ‘Howto’isaveryhighlysearchedphrase
v Ifvisitorswanttoknowhowtodosomethingtheywilloftenoptforavideowhichshowsthemratherthantellingthem
vCanyoucreateany‘howto’videosforyourbusiness?
vYoudon’tneedtoaimforhighproductionvalues,yoursmartphonecancreateexcellentvideo
vYoucanalsomakeonefromstillimages
vDON’Tsetthemtoautoplay!
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ChecklistvGothroughyourcontentandmakesurethateachpageisontopic
vBeconsistentwithterminology
vGetsomeoneelsetoreadthroughyoursiteandgetthemtotellyouwhateachpageisabout
vUseacopywriterifyouaren’tgoodwithwords
v Takeoriginalimages/videoforyoursite
vCheckyourimages/videohavebeenoptimised
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LinksINBOUND,OUTBOUNDANDINTERNAL
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Islinkbuildinggood?“Ingeneral,I’dtrytoavoidthat.Sothatyouarereallysurethatyourcontentkindofstandsonitsownandmakeitpossibleforotherpeopleofcoursetolinktoyourcontent.Makeiteasy,maybe,putalittlewidgetonyourpage,ifyoulikethis,thisishowyoucanlinktoit.MakesurethattheURLsonyourwebsiteareeasytocopyandpaste.Allofthosethingsmakeitalittlebiteasier.Wedouselinksaspartofouralgorithmbutweuselotsandlotsofotherfactorsaswell.Soonlyfocusingonlinksisprobablygoingtocausemoreproblemsforyourwebsitethatactuallyhelps.”
JohnMueller,GoogleWebtrends Analyst
vArticleandvideo
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LinkJuice– sharingthegoodandthebadv Inboundlinkspassqualityvaluetoyoursite
vValuableiftheycomefromhighqualitysites– someofthegoodnessrubsoff
vDetrimentaliftheycomefrompoorqualitysites– someofthebadnessrubsoff
v Sameeffecthappenswhenyoulinkfromyoursitetoanotherwebsite– youpassonsomeofyourqualitytothem.
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SocialMediaBacklinksAlthoughtheyareusually’nofollow’andthereforedon’tpassqualityvaluetoyoursite,theyarestillworthdoing:
vMakesurethatallyoursocialaccountshavealinkbacktoyourwebsite
vOnyourpersonalFacebookpageyoucansetlinkstoyourwebsiteaspublic
vConsidersigningoffyourpostswithalinktoyourwebsite
v PutabuttononyourFacebookcoverimagewithalinktoyourwebsite
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InternallinksvCrosslinktootherrelevantcontentonyoursite
vDon’trepeatthelinktext(like‘clickhere’)
vOnlyuseaparticularlinkonceonapage
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DirectoriesvGenerallyspeaking– don’tdoit
v Theycancausedamagetoyoursite’sSEO
WhenisitOK?
v Ifyouareamemberofaprofessionalbody,youcanlinktoyouronlineentry
v PossiblyYellforsomelocalbusinesses– butrememberthatmostpeoplesearchusingGoogleratherthanYell
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MeasuringResults
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AnalytictermsTerm Definition
Hit Anitemdownloadedfromthewebserver.Canbetext,animage etc.Asinglepagewillcomprisemanyhits.Bewareofanyonemeasuringyourtrafficinhits.
Pageview Thenumberoftimesapagewasseen.Thiscanbedistortedbyavisitorhittingtherefreshbuttonorthebackbutton.
Session Asessionisagroupofinteractionsthattakeplaceonyourwebsitewithinagiventimeframe.Forexampleasinglesessioncancontainmultiplescreenorpageviews,events,socialinteractions,andecommercetransactions.
Pagespersession Theaveragenumberof pagesviewedduringa session onyourwebsite.More pagespersession meansthatusersaremoreengagedandexploringmoreofyoursite.
Bouncerate Thepercentageofvisitorstoawebpagewhonavigateawayfromthesiteafterviewingasinglepageandwithoutinteractingwiththepage.
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AnalytictermsTerm DefinitionTimeonpage/timeonsite
Averageofhowlongavisitorspentonapageoronthesite.Bear inmindthatwecan’tyetmeasurehowlongsomeonewasengagedwithyoursite– theymayhaveapageopenandbereadingabookoronaphonecall.
Directtraffic Directtraffic is defined asURLsthatpeopleeithertypeindirectlyorreachviatheirbrowserbookmarks.
Referring sites AnynonadvertisingwebsitesthathavesentyoutrafficOrganic Trafficthatcomesfromsearch listingsPaid TrafficthatcomesfrompaidadvertisingNewvisitor/returningvisitor
Visitorswhoarecomingtoyoursiteforthefirsttimeorthosewhohavevisited before.Thismetriccanbedistortedifvisitorsclearcookiesfromtheirbrowserastheywillthenbeseenasanewvisitor.
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MeasuringandanalysingtrafficvMostwebhostswilloffersomeformofanalytics
v Findoutwhichpagespeoplevisitthemost
vHowlongdotheystay?
vWhichbrowserdotheyuse?
vHowmanyvisitsareonmobile?
vWhatsearchtermsdotheyuse?
v FormoreinformationconsiderinstallingGoogleAnalytics
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Don’tdothat– dothis!
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AfewthingsNOTtodo!vBuylinks
vBelievethatemailthatpromisesyounumber1onGoogle(orthephonecall)
v Stuffyourpagewithkeywords
vDuplicatetext,eitheronyourownsiteorfromsomeoneelse’ssite
vBetemptedby‘blackhat’practices– gettingbackintoGoogle’sgoodbooksishard
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Dothis!v Keepyourcontentuptodate,relevantandaccurate
vCheckyourtitlesanddescriptionsandupdatefromtimetotime
v Keepaneyeonkeywords– aretheychanging?Don’tgetstuckinthepast
vCheckforbrokenlinks– internallyandexternally
vMakesureyourimagesarealttaggedandnamedproperly
v Keepaneyeonyourcompetitors!
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ResourcesvGoogle’sSearchEngineOptimisationStarterGuide
vMoz – Beginner’sGuidetoSEO
vGoogleWebmaster
vGoogleAnalytics
v SearchEngineWatch– SEOtipsforsmallbusiness
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Whatnext?vMeetwithaBusinessAdviser
vAttendotherBusinessGatewayevents– eventprogrammesareavailable
vUsetheBusinessGatewayInformationService– call08456096611
vCheckouttheBusinessGatewayFifewebsiteatwww.businessgatewayfife.co.uk orfindusonFacebookandTwitter.
v Keepintouch– calluson01592858333