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Small Business SEO - Doncaster Chamber Presentation June 2013
- 1. Needmoreclicks.com Online Marketing Seminar 20th June 2013 andy@needmoreclicks.com www.andy-roberts.com @seodoncaster Tel: 01302 515 335 Mobile: 07887 580 852
- 2. My Aim… To give you simple ideas that make a difference to your online presence
- 3. • 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
- 4. 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
- 5. Why Do We Need SEO? But be careful chasing top spot!
- 6. How We View Search Results
- 7. Typical Search Results Page
- 9. What do we do?
- 10. The right keywords – where’s the crowd? Pick a fight you can win
- 11. How do we do Keyword Analysis? • Google Keyword Tool • Google Suggest • 3rd Party Tools e.g. Market Samurai • Customers / Suppliers / Staff • Themes & Categories
- 13. Keyword Competition Local Monthly Searches (United Kingdom) ski boots 0.73 40500 salomon ski boots 0.8 3600 atomic ski boots 0.75 1300 nordica ski boots 0.78 1000 ski boots uk 0.82 1300 ladies ski boots 0.96 880 ski boots sale 1 1900 mens ski boots 0.96 880 kids ski boots 0.94 720 salomon ski boots sale 1 91 head edge ski boots 0.82 390 cheap ski boots 1 480 apres ski boots 0.93 1900 saloman ski boots 0.84 140 custom ski boots 0.52 320 ski boot 0.71 40500 ski boot sizes 0.3 1600 ski boots for wide feet 0.53 170 childrens ski boots 1 480 ski boot bags 1 1900 lange ski boots 0.57 880 head ski boots 0.73 1600 wide ski boots 0.67 480 ski boots size chart 0.27 590 apre ski boots 0.95 91 ski boot sale 1 1900 ski boots review 0.49 1300 best ski boots 0.48 720 heated ski boots 0.74 91 ski boots size 0.37 2400 roxy ski boots 0.93 91 ski boot sizing 0.3 1900 ski boots bag 1 1900 Download Into Excel
- 14. Phrase Matching • For the most accurate idea of how many people use that term use exact match option Match type Example keyword Ads may show on searches that Example searches Broad match women's hats are synonyms, related searches and other relevant variations buy ladie s hats Phrase match "women's hats" are a phrase, and close variations of that phrase buy wo m e n's hats Exact match [women's hats] are an exact term and close variations of that exact term wo m e n's hats
- 15. Keyword Evaluation • Google Insights • 3rd Party Tools - WordTracker, Market Samurai
- 16. 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
- 17. 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
- 18. Where to put your keywords
- 19. Wordpress Install an SEO Plugin, e.g. YOAST, All in one SEO
- 20. ALT Tags for images
- 21. 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
- 22. 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
- 23. Keywords are just the start!
- 24. Off Page SEO • What does this mean • How to get links • Forums, Video, Blogs, Social Media • LinkedIn • Twitter • Facebook • ‘Keyword Cloud’
- 25. 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’
- 26. Examples of how to get Links Blog Comments Directories Link
- 27. One I did earlier
- 28. Creating links What does a link look like? Fortunately your website should do it for you!
- 29. • Link to ‘deep pages’ within your website not just the Home Page • Use a variety of sources • How to measure your links: Majestic SEO
- 30. Google Places If you sell locally, use Google+ Places – its free and gets you to the top of the local search results
- 33. Using Video
- 34. Uploading videos to YouTube
- 35. Social Media – What is it?
- 36. 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
- 37. What’s Missing?
- 38. • 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
- 39. 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
- 40. Want a blog – use Wordpress
- 41. Adding a post is easy!
- 42. Social Media Flow WWW Different connection points on the web for you
- 43. Pay Per Click Marketing (Google Adwords) • Why Paid Search? • Set up & Structure • Ad Groups • CTR & Landing Pages • Goal Conversions • Reports
- 45. Adwords Detail
- 46. • Google Analytics • Google Webmaster Tools Website House Keeping
- 47. Discover how people find you
- 48. KPI & SEO Measurement • Why? • What can we measure? • Google Analytics • How do we measure? • What is important your business?
- 49. Wrap up • Online Guides • Blog • Support • Q & A