a (very brief but) interactive introduction to seo | cardiff met's create
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A (Very Brief But) Interactive Introduction To SEO
Thursday 6th March 2014
Steve Morgan
morganonlinemarketing.co.uk
@steviephil SEOno.co.uk
What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankingsin search engines
@steviephil SEOno.co.uk
What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankingsin search engines
@steviephil SEOno.co.uk
(Fun) Facts
• Google owns 90%+ of searchengine market share in UK
• Searchers are more likely toclick on organic resultscompared to ads
@steviephil SEOno.co.uk
(Fun) Facts
• PPC (Pay Per Click)a.k.a. Google AdWordsc. 25% of clicks
• SEOorganic/natural resultsc. 75% of clicks
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(Fun) Facts
• c. 95% of searchers do not gobeyond page 1 of the search results
• If they haven’t found what they’relooking for, they’ll revise their search(…or give up)
• Comic source: http://xkcd.com/1334/
@steviephil SEOno.co.uk
• Higher rankings
=
more clicks
=
more traffic!
Source: http://moz.com/blog/a-tale-of-two-studies-google-vs-bing-clickthrough-rate
(Fun) Facts
@steviephil SEOno.co.uk
First (important) step?• Keyword Research!
• No point ranking #1 for a keyword that nobody searches for!
• Search volume data obtainable via theGoogle AdWords Keyword Planner tool
• http://www.google.com/sktool/(You need a Google AdWords account)
@steviephil SEOno.co.uk
@steviephil SEOno.co.uk
Interactive Exercise 1 – Keyword Research
• Use the Keyword Planner to see keyword search volumes
• Think about:oYour business idea…?o Is it more popular / less popular than you thought?oSet your country of preference: UK or Global?oTry variations, synonyms, singular vs. plural, etc.o Its specificity: e.g. “shoes” vs. “buy blue trainers online”oBe careful of words with double meanings:
e.g. trainers (type of shoes) vs. trainers (people who provide training)
@steviephil SEOno.co.uk
The Main Factors of SEO
• When Google evaluates a website:
o Is it relevant?
o Is it authoritative?
o Is it trustworthy?
• How does it determine these things?
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SEO – the code of a website
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SEO – the website’s text
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SEO – link building
Your-Site.com
PR
Social media
Guest blogging
Business directories
Industry-specific directories
Blog commenting
Forums Infographics
@steviephil SEOno.co.uk
Interactive Exercise 2 – Link Analysis
• Use Open Site Explorer to see the links pointing to a website
• http://www.opensiteexplorer.org/
• Check one of the following:oYour own website? The website your business idea aspires to be?oA friend or family member’s website? A website you like?ocastlebikes.co.uk / celticseries.co.uk (Steve’s websites!)
@steviephil SEOno.co.uk
SEO resources• Moz’s Beginner’s Guide to SEO
http://moz.com/beginners-guide-to-seo
@steviephil SEOno.co.uk
SEO resources• Backlink analysis tools:
oMoz’s Open Site Explorer – http://www.opensiteexplorer.org/ (pictured)oMajestic SEO – https://www.majesticseo.com/
@steviephil SEOno.co.uk
SEO resources
• Moz blog (& Whiteboard Friday)http://moz.com/blog
• Search Engine Landhttp://searchengineland.com/
• DistilledUhttps://www.distilled.net/u/($40 per month BUT free demo)
@steviephil SEOno.co.uk
Thank you!
My blog: SEOno.co.uk
Twitter: @steviephil
morganonlinemarketing.co.uk