six website checks to start today · 2020-04-30 · oxford professional education group ltd 4 about...

1Oxford Professional Education Group Ltd

Six Website Checks to Start Today:

Lockdown Lunch and LearnThursday 30th April 2020

Sue Ollerhead


This session is being recorded and will be available at

https://blog.oxfordcollegeofmarketing.com/2020/04/16/lockdown-lunch-and-learn-join-our-free-marketing-webinar-programme/



www.oxfordcollegeofmarketing.com

About Me

18 years’ experience leading digital marketing projects and strategy

Chartered Marketer. BA(Hons), MBA, PGDip Marketing

8 years experience teaching and supporting students with business, marketing and innovation qualifications

Course and training programme development


www.oxfordcollegeofmarketing.com

About Oxford College of Marketing

20 years’ experience in delivering marketing, digital marketing, sales and project management courses.

Deliver qualifications from CIM, ISM, APS, APM as well as our own accredited qualifications.

Over 2,000 students per year study with us – gaining 95%+ pass rates.

19 global study centres and extensive online learning platform.


Digital Marketing Planning Process

Situation analysis

Objectives

Strategy

Tactics

Action

Control

SOSTAC ®


Search starts with a problem…


Your customers are a moving target


Black and White Hat SEO

Black Hat SEO White Hat SEO

Duplicating Content Quality Content

Link Farming Link Building from quality sources

Blog Comment Spam Optimised Images

Keyword Stuffing Page Titles and Tags

Cloaking Keyword Density


Search Engine Optimisation (SEO)

On-Page Factors

SEO

Off-Page Factors


Google Algorithm

• Algorithms are the systems used by Google for ranking websites.

• It draws on hundreds of factors and is changed around 500 times a year.

• Sometimes, Google rolls out major updates including Panda, Penguin and Hummingbird.


1 – ON - PAGE FACTORS

• Good Quality and Fresh Content• Keywords • Page Title and Headings• URL Structure• Images • Internal and Outbound Links • Speed• Mobile Optimisation


An Ideally Optimised Web Page

An Ideally Optimized Web PageAn ideal web page should do all of the following:

Be hyper-relevant to a specific topic (usually a product or single object)Include subject in title tagInclude subject in URLInclude subject in image alt textSpecify subject several times throughout text content

Provide unique content about a given subject

Link back to its category page

Link back to its subcategory page (If applicable)

Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)

(www.moz.com)


2 - Link Building

• Link Building is key to building traffic and increasing ranking.

• Link Authority refers to the measure of the effect of a link. Links with more power will have a higher value for your website.


Link Building

• "Natural" Editorial Links

• Manual "Outreach" Link Buildinghttps://moz.com/beginners-guide-to-link-building/campaign

https://moz.com/beginners-guide-to-link-building/campaign


3 - Reviews

Integrate reviews or testimonials on your site and offer discounts or coupons for writing or sharing reviews.

Use in-site FAQ sections and forums that encourage discussion between users and build up long-tail keywords.

Find a cohesive hashtag for a marketing campaign or your brand and encourage users to use it.


4 - Citation Building

• Citations are mentions of your website name, address and phone number (also known as NAP) on other websites. They don’t necessarily need to include links to your website.

• Citations can be structured such as on Yellowpages, Yelp.com or unstructured i.e. on blogs, news articles, other websites.


Benefits of Link Citation Building

• Improve visibility

• Boost local search ranking factors

• Trust

• Provide opportunities for contextual marketing.


Opportunities for Link and Citation Building

• Google My Business • Local and national directories• Blogs• Local Search Engines – Yelp, Foursquare, Hotfrog• Local Business Associations• Industry Specific Listings • Business Partnerships• Job Listings • Chambers of Commerce.• http://searchengineland.com/top-50-citation-sources-for-uk-us-

local-businesses-104938


Tips for Citation Building

• Start small within your industry and vicinity.• Begin to build your citations from this point.• Claim and own available listings. • Include as much information as possible (NAP, products, services,

images etc). • Do stay within the rules of the sites owners to avoid any penalties. • Keep all details as consistent as possible. • Remove all duplicates entries as this can result in penalisation and

confusion for prospects.• Don’t use a virtual office or PO Box.• Do use a management system to track and update entries (Manual or

Data Aggregators).


5 – Content Marketing

• Content drives organic traffic• Enhances user experience• Content drives conversions • Build brands• Establish and maintain relationships with prospects and customers• Open channels of communication for feedback• Improve trust and credibility and position brands as experts and

opinion leaders• Generate traffic, improve conversions and sales• Enhance customer experience and add value.


Types of SEO Content

• Product and Service Pages • Blogs• News• Articles • Lists • Guides, Whitepapers and Downloads• Videos, Infographics, Slideshares • Directories and Listings


Building an SEO Content Strategy

• Define goals

• Know the target audience

• Execution and Channel Selection

• Measurement and Analysis


Example Content Calendar

Image Source: Social Bridges


6 - Keyword Research

• Establish Keyword Goals • Keyword Discovery • Develop a keyword list based on:

• Competition• Relevance • Volume

• Select Keywords • Integrate Keyword into SEO and Paid • Refine, Manage and Optimise Keyword List


Keyword Goals

Keyword Goals

Conversion

Branding


Keyword Discovery

• Keyword discovery should be performed at the start of a campaign and on a continuous basis.

• The benefits of keyword discovery:

• Ideas for SEO content

• Information to optimise PPC performance

• Feedback from customer to enhance all aspects of the marketing mix.


Keyword Discovery

• Brainstorm Ideas

• Include Variations

• Add Locations


Keywords Types

Keywords

Long Tail Keywords Short Tail Keywords


Short Tail Keywords Long Tail Keywords High Search Volume Lower Search Volume High Competition Lower Competition General Specific Lower Conversion Rates Higher Conversion Rates

Differences between Short and Long Tail Keywords


Short and Long-Tail Keyword Examples

Short Tail Keywords Long Tail Keywords Dementia Care Specialist Dementia Care

Birmingham Care Agency Care Providers Dementia

Specialists


Refining the Keyword List

Search volume

Level of competition


Search Volume

• Search volume is the number of searches that occur for a specific word or term during a set time (usually a month).

• It can reflect interest in a topic and how it fluctuates over time

• Search volume can be used in keyword research to assess potential traffic for a given keyword.


Keyword Competition

• Keyword competition is the measure of a how difficult it will be to rank a particular keyword based on the search volume and how much competition there is.

• Based on search volume and keyword competition, how likely are you to be able to rank for

Indexed pages of content in Google


Keyword Research Tools


Google Adwords Keyword Planner

• Analyse search volume

• Obtain traffic forecasts

• Multiple keyword lists to generate new ideas

• Search for keyword ideas and ad-group ideas


Google Trends


SEM Rush

• Generate Keyword Information

• Understand Competitors Rankings

• Check Referring Sites


Resources

Recordinghttps://blog.oxfordcollegeofmarketing.com/2020/04/16/lockdown-lunch-and-learn-join-our-free-marketing-webinar-programme/On Page SEO –https://moz.com/learn/seo/on-page-factorsGoogle Bloghttps://webmasters.googleblog.comSearch Engine Journal https://www.searchenginejournal.com/


https://moz.com/learn/seo/on-page-factors

https://webmasters.googleblog.com/

https://webmasters.googleblog.com/

https://www.searchenginejournal.com/


Questions

Thank you

six website checks to start today · 2020-04-30 · oxford professional education group ltd 4 about...

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