CIM SEO Webinar

1. Search Engine Optimisation
Daniel Rowles

2. Who Am I?
• Daniel Rowles
• CIM Course Director
• 15 Years experience in digital marketing
– Both client and agency side
– Sony, L’Oreal, Dupont, Aviva, John Lewis,
Vodafone, Warner Bros, O2
• @danielrowles
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3. What I’ll Cover
• Search in Perspective
• Keyword Research
• On-Page Optimisation
• Link Building
• Next Steps
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4. Search in Perspective
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5. Impact of Search
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6. Social and Search
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7. Natural/Organic vs. Paid
PAID
FREE PAID
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8. Search Engines
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9. Where Do We Look?
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10. Which factors are important
There are two factors which are vital to a successful
SEO campaign:
– On page optimisation
– Link building
– Social Signals
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11. How do Spiders work?
• Read HTML from left to right
• Follow links on your page
• Place different emphasis on keyword placement
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12. Spider Issues
• Flash (Google now Indexing!)
• Text in Graphics
• Keyword Duplicates
• Redirection (301 redirect)
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13. Black Hat vs. White Hat
Search Engine User
http://www.mattcutts.com/blog/ramping-up-on-international-webspam/
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14. Keyphrase Research
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15. The Long Tail
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16. Generating Keywords: Google Keyword Tool
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17. Generating Keywords: Google Trends
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18. Trends and News
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19. Picking Phrases
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20. Writing for Search Engines
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21. Keyword Placement
s
• Pa ge Title
• URL >
gs <H1
• Headin
C ontent
• Bo d y
ks
• T ext Lin
s
• A LT Tag
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22. Page Title
Page Title
Page Name
Page Name
Alt Text
Alt Text
Heading
Heading
Copy
Copy
Links
Links
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23. Page Title
• Highly important
• Need to be unique
• Use primary keyphrases
• Match the page content
• Keep important words at the front
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24. Search Engine Results Page (SERPs)
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25. Body
• Primary keywords in 1st paragraph
• Check keyword density
• Use paragraphs with headings
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26. Text Links
• Use keyword strong links
• Enhances relevance of the target page
• Read about Anchor Text
• Read about Anchor Text here..
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27. Alt Tags
• Very important for accessibility
and usability
• Never sacrifice these tags
for SEO
• Use informative descriptions
which contain page’s keywords
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28. Benchmarking Results
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29. Google Analytics
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30. Advanced Web Ranking
http://www.targetinternet.com/seo-tools-comparison-raven-seomoz-buzzstream/
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31. Link building
• Fundamental part of SEO
• Links to your content
• Social Signals
• PageRank should be used only as a guide to the
popularity of you site
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32. Link building
PageRank:
Part of Google algorithm
Quality of links
Reciprocal relevancy
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33. Social Signals
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35. Conclusions
• Keyword Research
• On-Page Optimisation
• Link Building
• Ongoing Test and Improve
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36. Thank you
• @DanielRowles
• danielrowles@me.com
• www.targetinternet.com
The recording of this Practical Insights webinar will be
available on Marketing Expert within the next 48 hours.
To access Marketing Expert visit the CIM website
www.cim.co.uk
Log-in and click on Resources/Marketing Expert.
The Practical insights button will be displayed on the
right hand side of the Marketing expert homepage. #practicalinsights