11. gA site that is accessible makes the web a better place for everyone. This is a good thing.
How does Google determine relevance?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.
13. gDon’t change your domain name to match a popular search without setting up 301 redirects first
Domain level indicators
14. gIf your website isn’t built like this, you need to get a new website. Seriously.
Search terms in the file path
15. gThis also shows on Google’s results page, so make it snappy, useful and attract the click!
Search terms in the Page Title
16. gMake sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
Search terms in the Page Headline
17. gMake sure your site is accessible for blind people – label all images
Search terms in the Alt Text
18. gUse synonyms and keep it readable for humans. Don’t just stuff search terms in here
Search terms in
the copy
19. gView Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source”
A Meta Description which ATTRACTS THE CLICK
Becomes this on Google
20. YOUR PAGE MATCHES A SEARCH
when it is good quality and highly relevant
21.
22. g
I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia
26. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury
27. g
How does Google search work?
http://www.youtube.com/watch?v=BNHR6IQJGZs
28. g
Links?
The bits of a web page that, when clicked, will take you to another web page or fire off an event
29. g
Internal links
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b
30. g
Outbound links
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b
33. g
Inbound links
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b
34. g
Reciprocal links
Beloved of ‘SEO’ companies.
Unless there is a ‘real world’ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b
35. Your
site
BBC
lots of links to it,
so it has lots of
authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy Link Farm
Loads of links to it,
but mainly
reciprocal and
quite a few
questionable links
g
Links pass authority
Cultivate links from trusted websites, they pass more authority
37. g
Don’t waste homepage links
Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
38. g
Get inbound links to important pages
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b
39. g
I can’t get a link from Auntie Beeb
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia
40. • Links essential to online journalism
• BBC strategy to double outbound links from
10m to 20m a month by 2013
ghttp://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010
Au Contraire
Russell Smith
Editorial Development
BBC News Website
@Russell__Smith
42. • Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
ghttp://www.google.co.uk/search?&q=trampolines
Keep it natural
Is this
reflected
on news
sites, social
media,
search
volumes?
43. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury
44. GOOGLE READS ALL YOUR CONTENT
quality and relevance are key (again)
45. Become A Lebeouf Brand
Be everyflippingwhere
BTW – when you’re in the room, you don’t need to read these bits…
49. Authority
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
50. More Web Traffic, More Leads, Less Money
Seriously. Investment in intelligent use of social media gives you long term return in terms of
visitors to your site and long term Google ranking
57. • A multi platform approach
– With success on one platform, feeding success on other
channels and platforms
• Engagement with existing customers for brand
loyalty
• The platforms help your message become ‘viral’
• Listen, engage, improve perception of your brand
• Builds the social authority of your brand
• Like good PR, the ROI is often better than ads
• With brand awareness, you’re fishing in a better
pool of potential
Summary
It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.
58. Who are the passionate ones?
These will share your content and brand messages. They may not actually be
the people who buy the most, but they’re noisy and have influence over…
59. The silent web visitor… These will visit your site, convert to leads, but are less likely to share
… sometimes members of the press
60. Not always quite as good as the real thing, but often surprisingly good
Which will give you easy, free PR
61. g
Start with at least one…
http://www.noisylittlemonkey.com/confessions-of-a-social-media-sceptic/
62. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury
63. • REMOVE
• ABSOLUTELY
• EVERY
• BARRIER
– Your contact us button is a barrier.
CRO is super simple
There’s a relatively easy fix…
66. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury
67. g
• Get good graphs from Google Analytics
• Sign up to Google Webmaster Tools
– Submit an XML sitemap
– http://www.noisylittlemonkey.com/seo-trade-secrets-
generating-sitemap-xml-files/
– Check out what Google thinks of your site and improve it
• Get great advice / data about your sector from
SEOmoz & FollowerWonk
NoisyLittleMonkey.com/Feedback
Take Aways
Give feedback and view a copy of these slides