doncaster chamber seo presentation october 2013

Needmoreclicks.com

Online Marketing Seminar

24th October 2013

andy@needmoreclicks.com

@seodoncaster

Tel: 01302 211 450

Mobile: 07887 580 852

My Aim…

To give you simple ideas that make a difference to

your online presence

• Introductions• Why Do We Need SEO?• Natural v PPC• On Page SEO – Finding & using the right

keywords• Off Page SEO – Building Links & Social Media• Google Places• PPC (Google Adwords)• KPI’s & Measurements• Wrap Up & Questions

What is SEO (Search Engine Optimisation), web site optimisation, online marketing, internet marketing?

The process of increasing the amount of visitors to a web site by ranking high in the

search engine results, pay per click advertising or social media followed by

maximising site conversions

Why Do We Need SEO?

But be careful chasing top spot!

How We View Search Results

Typical Search Results Page

Local Searches

What do we do?

The right keywords – where’s the crowd?

Pick a fight you can win

How do we do Keyword Analysis?

• Google Keyword Planning Tool

• Google Suggest

• 3rd Party Tools e.g. Market Samurai

• Customers / Suppliers / Staff

• Themes & Categories

Keyword Competition Local Monthly Searches (United Kingdom)ski boots 0.73 40500salomon ski boots 0.8 3600atomic ski boots 0.75 1300nordica ski boots 0.78 1000ski boots uk 0.82 1300ladies ski boots 0.96 880ski boots sale 1 1900mens ski boots 0.96 880kids ski boots 0.94 720salomon ski boots sale 1 91head edge ski boots 0.82 390cheap ski boots 1 480apres ski boots 0.93 1900saloman ski boots 0.84 140custom ski boots 0.52 320ski boot 0.71 40500ski boot sizes 0.3 1600ski boots for wide feet 0.53 170childrens ski boots 1 480ski boot bags 1 1900lange ski boots 0.57 880head ski boots 0.73 1600wide ski boots 0.67 480ski boots size chart 0.27 590apre ski boots 0.95 91ski boot sale 1 1900ski boots review 0.49 1300best ski boots 0.48 720heated ski boots 0.74 91ski boots size 0.37 2400roxy ski boots 0.93 91ski boot sizing 0.3 1900ski boots bag 1 1900

Download Into Excel

Keyword Evaluation• Google Trends

• 3rd Party Tools - WordTracker, Market Samurai

Page Title – Very Important

Headings (H1, H2…)

The right content

Images Need Alt Tags

Page Description sits ‘behind the page’ but forms part of the search snippet

Search Snippets

Page Title – Very Important~65 Chars

Page URL

Page Description~165 Chars

These are all sales opportunities, make sure you have calls to action

Where to put your keywords

Wordpress

Install an SEO Plugin, e.g. YOAST, All in one SEO

ALT Tags for images

What to do with Keywords•Page Titles, Page Descriptions, Headings

•Website Copy, write compelling content & keep it current

•Keyword in the 1st & last sentence of the page, bold the first one

•Within Image Alt Tags

•Within Anchor Text for internal pages

•Make sure each page is different

On Page SEO – Making The Page Relevant

• Remember Google likes relevancy – the more up to date the better

• The link to landing page must be seamless

• For Natural Results & Especially Google Adwords

• Review Google Guidelines

• Let’s look at your websites

Keywords are just the start!

Off Page SEO• What does this mean

• How to get links

• Forums, Video, Blogs, Social Media

• LinkedIn

• Twitter

• Facebook

• ‘Keyword Cloud’

Google Likes Links

• One of the most important factors in getting ranked

• Inbound links to your website

• Incredibly Important

• From ‘authority sites’

• The more the better

• Use the right Anchor Text – a mix of keyword and generic e.g. ‘Click Here’

Examples of how to get Links

Blog Comments

Directories

Link

One I did earlier

Another example

Creating links

What does a link look like?

Fortunately your website should do it for you!

• Link to ‘deep pages’ within your website not just the Home Page

• Use a variety of sources

• How to measure your links:

Majestic SEO

Google PlacesIf you sell locally, use Google+ Places – its free and gets you to the top of the local search results

Using Video

Uploading videos to YouTube

Social Media – What is it?

How to use Social Media• Remember, Google Likes Links• Use Social Media sites to generate links to your

web site• To grow a community around your products and

services• To allow friends to recommend you to their

peers• Combine Online & Offline Strategies

What’s Missing?

• Add Social Media buttons to your email signature

• Make them prominent on your website

• Run competitions

• Use printable vouchers

• Build an email list

• Don’t spam, send them something they’ll want to read

Blogs In More Detail

• Why set up a blog?

• Built within your site or stand alone, keyword based domain (.co.uk)

• Using Wordpress

• Set up already & make money - Empower

• Keeping it updated

Want a blog – use Wordpress

Adding a post is easy!

Social Media Flow

WWW

Different connection points on the web for you

Pay Per Click Marketing (Google Adwords)

• Why Paid Search?

• Set up & Structure

• Ad Groups

• CTR & Landing Pages

• Goal Conversions

• Reports

Adwords Detail

• Google Analytics

• Google Webmaster Tools

Website House Keeping

Discover how people find you

KPI & SEO Measurement

• Why?

• What can we measure?

• Google Analytics

• How do we measure?

• What is important your business?

Wrap up

• Online Guides

• Blog

• Support

• Q & A