business network north seo seminar notes aug 2012
DESCRIPTION
Hi Everyone These are the slides from this mornings seminar, sorry it was a bit of arush at the end, if you have any questions, please let me know! AndyTRANSCRIPT
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Needmoreclicks.com
Online Marketing Seminar
8th August 2012
@seodoncaster
Tel: 01724 455 450
Mobile: 07887 580 852
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My Aim…
To give you simple ideas that make a difference to
your online presence
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• 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
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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
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Why Do We Need SEO?
But be careful chasing top spot!
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How We View Search Results
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Typical Search Results Page
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Local Searches
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What do we do?
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The right keywords – where’s the crowd?
Pick a fight you can win
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How do we do Keyword Analysis?
• Google Keyword Tool• Google Suggest• 3rd Party Tools e.g. Market Samurai• Customers / Suppliers / Staff• Themes & Categories
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Keyword Evaluation
• Google Free Keyword Tool
• Google Insights
• 3rd Party Tools - WordTracker, Market Samurai
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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
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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
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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
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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
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Keywords are just the start!
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Off Page SEO• What does this mean• How to get links• Forums, Video, Blogs, Social Media• LinkedIn• Twitter• Facebook• ‘Keyword Cloud’
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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’
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• Link to ‘deep pages’ within your website not just the Home Page
• Use a variety of sources• How to measure your links:
Majestic SEO
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Google PlacesIf you sell locally, use Google+ Places – its free and gets you to the top of the local search results
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Using Video
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Social Media – What is it?
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Social Media Facts• If Facebook was a country it would be the
world’s 3rd largest• 80% of Twitter usage is on mobile devices• 25% of search results for the top 20 brands are
links to user generated content• 90% of consumers trust peer recommendations
The consumer is now in control of your brand!
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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
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What’s Missing?
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• 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
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Blogs In More Detail• Why set up a blog?• Built within your site or stand alone,
keyword based domain (.co.uk)• Using Wordpress• Keeping it updated• Page structure • Plugins
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Social Media Flow
WWW
Different connection points on the web for you
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Pay Per Click Marketing (Google Adwords)
• Why Paid Search?• Set up & Structure• Ad Groups• CTR & Landing Pages• Goal Conversions• Reports
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Website House Keeping• Google Analytics
• Google Webmaster Tools• Google Sitemaps
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KPI & SEO Measurement
• Why?• What can we measure?• Google Analytics• How do we measure?• What is important your business?
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Wrap up
• Online Guides• Blog• Support• Q & A