The secrets that search engine optimisation (SEO) professionals don’t want you to know - Digital...
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Transcript of The secrets that search engine optimisation (SEO) professionals don’t want you to know - Digital...
Digital Eyes Media Academy
WELCOME BACK
IT’S BEEN A MONTH….
What have you implemented in your business since the last session?
THE SECRETS THAT SEO PROFESSIONALS DON’T WANT YOU TO KNOW!
AIMS OF THE SESSION
By the end of the session we’ll all have an understanding of the following:
• Know what SEO actually is
• How it can help to drive business to my website
• The keywords I care about
• What’s Google looks for in a website
• Links and how they help
• Where and how to get links
• It’s not just about web pages….
Who’s had experience of being involved with SEO before?
There is NO answer!
Search Engine Optimisation (SEO) is simply understanding how search engines rank content and using this understanding to ensure a website
or some other digital asset ranks well.
Myth buster
TRUE OR FALSE?
You need to submit your website to Google and every search engine that you want to appear in
FALSE
TRUE OR FALSE
If I buy webdesignerstoke.co.uk I will rank number 1 for “web designer stoke”
FALSE
TRUE OR FALSE
Social media will help build my search engine visibility
TRUE
A FEW OTHER MYTHS
• Keyword density is important
• What worked last year works now
• SEO can be automated
• Google page rank influences your rank
RUBBISH!
ANATOMY OF A SEARCH RESULTS PAGE (SERP)
WHY IS SEO IMPORTANT FOR YOUR BUSINESS
• 70% of users click organic search results – HubSpot
• 60% of clicks are for the top 3 search results – HubSpot
• 75% of users NEVER go to page 2 of results – HubSpot
• 93% of online activity starts with a search – Search Engine Journal
BUT IT’S NOT JUST WEBSITES
Why?
Findability
Cost Effective
Targeted
Brand Visibility
High ROI
Focus Standards
What are your thoughts about using SEO for your business?
“MY MARKETPLACE IS TO CROWDED AND I CAN’T COMPETE”
BOLLOCKS!
HOW DO SEARCH ENGINES WORK?
Simply put, search engines crawl the web to understand what web-pages are about in order to serve relevant pages to people searching the web
YOU AND I SEE THE WORLD DIFFERENTLY
• Location personalisation
• Device personalisation
• History personalisation
• Circles preference
• Intent personalisation
THE GOOGLE BEAUTY PAGEANT
Relevancy• Content• Website
structure
Popularity• Inbound Links• Social Signals
Behaviour• User Profiling• Searcher
Intent
KNOW YOUR MARKET
Google is NOT the king of the world, be sure you understand that you focus on search engines your visitor
and target market use
How can small and newer businesses beat the competition?
IT ALL STARTS HERE
SHORT TAIL VS LONG TAIL
IT’S NOT GUESS WORK
Don’t guess what your potential customers are searching for, find out!
USEFUL TOOLS
• Google keyword planner
• adwords.google.com
• (free with an account)
• Google analytics
• Other useful keyword tools
Spend the next 10 minutes thinking of the 5 most important keywords for your businesses website.
Write them into your notebook
BREAK
MAKING SURE YOUR WEBSITE IS SHIP SHAPE
• Keywords in your pages
• Page titles
• Content headings
• Page URL’s
• Internal links
• Images and other media correctly labeled
• Page speed
• Broken links
COMMON PITFALLS AND HOW TO SPOT THEM
• Multiple versions of a domain and or homepage
• Duplicate content
• Poor internal links
• Bad titles and headings
• Broken links
• Missing image descriptions
How to identify a problem?
Links make the web go around
NUMBER OF LINKS
Most Authoritative
Least Authoritative
Generally the more links a page has the more authoritative it will be
AUTHORITY OF LINKS
Least Authoritative Most
Authoritative
Small blog
Articlesite
forumMajor News
Website
However the authority of each page linking through also matters.
Industry Blog
RELEVANCY OF LINKS
Most Authoritative
Money Advice Blog
Least Authoritative
The relevancy of the inbound links also plays a large part of establishing authority
Accountancysite
Music Website
Golf Website
RULE OF THUMB FOR LINKS
If it’s easy to obtain by anyone, it’s low value
The harder a link is to get, the more valuable
SOME USEFUL LINK BUILDING TOOLS
• DMOZ – dmoz.org
• Submit your information and hope for the best
• Industry specific directories
• Don’t spend lots of money to be in them!
• Leverage supplier contacts
• Get links back from customers websites
• Check your competition
• Social media profiles
• Google places verified listing
AVOID….
• Reciprocal linking
• Blog commenting with links back
• Forum links
• Paying someone in China, India or some other country to give you thousands of links to your site
SHHHH….. IT’S A SECRET!
How to compete with £million SEO budgets without spending a penny!
EVERYONE KNOWS THEY NEED TO BUT DON’T!
EXAMPLE: MEET PAUL
Business: Spin Less PlatesSector:Business management softwareCompetitors in search: Small companies like Sage, Kashflow & MicrosoftTime in business: 18 months
Where does Paul rank for “small business software”?
Overall if it’s good for users it’s good for search engines
Measuring progress
Questions?