13. Google web search trying to do?
Give its users results of websites that are…
• Relevant
• Content rich
• Change often
• Other people think are great
17. How does web search work?
• Visits – snapshots your content
• Cuts up and indexes it
• Visits other sites
o Tallies up links to your site
• http://www.youtube.com/watch?v=BNHR6IQJGZs
18. What happens when you search?
• Finds all pages indexed for those words
• Decides which ones are most
o Relevant
o Content rich
o Change often
o People think are great
19. What does Google have for you?
• Let’s look at your cache
• Type in your business name
• Click > > Cache
• What about your competitors?
22. Keyword selection
• ‘Best places to eat in Barnstaple’
• ‘Bed and Breakfast Bideford’
• ‘Devon’
• ‘Brown shoes’
• ‘Logs for sale Devon’
How do you know what to choose?
23. • Type into Google
o a phrase where you want to appear
• What appears first? Do you appear?
• How many pages were searched?
• (Competition)
24.
25.
26.
27. Buying Theory
• More detailed search (Narrower)
• More likely to be at point of buying
• Research
• Refine
• Purchase
28. • Hotels in Devon(27,400,000)
• Hotels in North Devon (2,650,000)
• Hotels in North Devon with swimming pool
(158,000)
narrow
broad
Less people searching
Less competition
More people searching
More competition
Not very accurate
30. What are we looking for?
• 2-3 keyword phrases per page
• 15 pages 45 phrases
• 5 pages 15 phrases
31. What are your keyword phrases?? Let’s choose some
now….
How do you decide your phrases?
32. How do we decide our Keywords?
1. Brainstorm 10 – 15 phrases for each page - seed
keywords
o Brainstorm –Analytics – any ideas?
o Look at competitor’s sites
o Look at your statistics
o Revise/add using tools
2. Check competition
3. Check popularity
4. Select from list
35. What’s the competition?
• Type a keyword phrase into Google
• Make a note of how many pages are searched (your
competition)
• Are there too many? Try narrowing the search
36. Create a spreadsheet
Competition Popularity SERP result
Hotel in north
devon
27,400,000
Hotel in north
devon with
swimming
pools
Hotel in North
Devon with
Swimming Pool
37. What’s the popularity of the search term?
o adwords.google.com
o Google AdWords … sign up
for an account (no credit
card details)
o Type in the keyword
phrase…..
o Tools and analysis
Keyword planner – 1st
choice
38. Baseline check
• Where are you now in the
competition?
• Look up your website in a
keyphrase
• OR if big enough…
• Use
https://www.serplab.co.uk/
serp-check.php
• Note where you currently
appear
39. Which ones to use?
• Now look through your list
• Highlight any that are good
50. 5. Image titles
• Image titles
• Alt tags
o Descriptive
o Check your image titles
wedding-venue-devon-car.jpg
Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon
54. Meta tags
<title>UK store supplying Cupcake Decorations</title>
<meta name="description" content="Cupcake decorations made
from sugar, chocolate and marzipan with cupcake boxes, cupcake
wrappers and cupcake cases a wide selection based in UK.">
<meta name="keywords" content="Sugar Cupcake Decorations,
chocolate cupcake decorations, non edible cupcake decorations,
cupcake wrappers, cupcake cake cases, food pens, edible glitter,
baking cups, cake recipes, cupcake boxes">
55.
56. 7. Domain name
• Useful to have keywords in your domain name
o www.snowdropguesthouse.co.uk
o www.hatherleighweddingvenue.co.uk
57. Create more content
• Content is KING
• More pages = more spider food
• How many pages do you have?
58. How does Google see your site?
site:www.yourdomainname.co.uk
Check out a competitor too
59. Content plan
Can you add new pages?
o History
o Ten tips for …..
o Walks
o Fuller room descriptions
• Pdfs?
o How to find us
o Winning ways …
o Site:www.molevalleyfarmers.com
61. Why?
website website website website
website Website
New News!
Website
New event!
Website
New prices!
Website
New news!
62. Creation of regular new content
• Create a content plan
o New developments – redecoration?
o Promotions
o Regional events and promotions
o Weather forecast (?!)
o Closest beaches/pubs and reviews
o Your thoughts/views in a blog
69. Check your back links
Check your back links
• Links:www.yourdomainname.co.uk
Or
• www.backlinkwatch.com
(NOW Try a competitors too)
70. Link campaign
• Search for directories www.jayde.com
• Business networks
• Suppliers
• Niche directories
• Social media
Include your keywords in the link
Research now and see who can link to you?
71.
72. Link Quality
• Few good quality links are worth MUCH more
than
• Lots of bad quality links
• Check their page rank
73. Generating your own links….
o Blogs
o Review sites
o On-line PR
o Forums
o Twitter
o Networks
75. ‘SEO campaigns should focus on
the delivery of excellent content,
optimising this for a breadth of long
tail semantically-related keywords
and ensuring the content is
accessible across devices.’
81. What about social?
• Onsite elements include:
o Share buttons (like, recommend, tweet, bookmark, etc.)
o Connect buttons (Like a Facebook page, Follow on
Twitter, Follow on LinkedIn, etc.)
o A blog
• Don’t forget that social profiles rank in Google (and
Google+ profile is shown)
82. • Offsite elements might include:
o Facebook page
o Twitter account
o LinkedIn company page
o Pinterest account
o YouTube account
o Guest blog posting
o Google Reviews other reviews
o Gives you more inbound links (but don’t add to
PageRank)
83.
84.
85. Summary
• Content and Keywords
o Choose your keywords wisely
o Place them in text, images, titles
• Updates
o Update site regularly
o Create new content
• Links
o Get links FROM quality sites to your
o Create opportunities through Social Media
87. 2015 – year of content marketing?
Content marketing technique
• create and distribute valuable,
relevant and consistent content
• to attract and acquire a clearly
defined audience
• with the objective of driving
profitable customer action.
88. What is content marketing?
• Images
• Archived content
• Infographics
• Video
• Blogs
• Explainers
• Web pages
• PDF downloadable
content
• Content for Syndication
• Podcasts
89. Why Content Marketing?
• Increase in engagement
• It’s favoured by 68% of customers prefer it
• On average it generates 54% more leads
• Some businesses have seen a 30% increase in Sales
with Content Marketing (Zappos)
• More than half of B2B marketers plan to increase their
content marketing budget in 2015.
• 70% of B2B marketers are creating more content than
a year ago.
