This document provides an overview of search engine optimization (SEO) best practices. It discusses the importance of content, keywords, updates, and links. Specifically, it recommends choosing relevant keyword phrases and placing them throughout pages on the site. It also stresses the need to regularly create and update content to keep search engines engaged. Additionally, the document outlines strategies for obtaining high-quality external links from other sites through link building campaigns and social media engagement. The overall goal of SEO, according to the document, is to optimize content and keywords while increasing accessibility and links to improve search engine rankings.
2. What is Get up to speed?
• Fully funded business and community support
alongside roll-out of superfast broadband
• Helping to ensure we all make the most out of the
superfast broadband
• Adopt – understand -- exploit
• Delivered by Cosmic Peninsula Consortium
3. What are we doing? Can we help?
• Management and boardroom briefings
• Staff engagement and learning
• Client focussed
– Hands-on Workshops – tablets, smart phones, internet
beginners
– Gadget shows
– Seminars
– Briefings
– Taster sessions
– Signposting to other services
5. Google Products
• Web search - is only one product
• Image search
• AdWords
• Maps
• Analytics
• Chrome
• Android
• Google +
• Blogger and Trends – 100s of products
http://en.wikipedia.org/wiki/List_of_Google_products
10. How does web search work?
• Visits – snapshots your content
• Cuts up and indexes it
• Visits other sites
– Tallies up links to your site
• http://www.youtube.com/watch?v=BNHR6IQJGZs
11. What happens when you search?
• Finds all pages indexed for those words
• Decides which ones are most
– Relevant
– Content rich
– Change often
– People think are great
12.
13. What does Google have for you?
• Let’s look at your cache
• Type in your business name
• Click > > Cache
• What about your competitors?
14. Google web search trying to do?
Give its users results of websites that are…
• Relevant
• Content rich
• Change often
• Other people think are great
15. 3 pillars of SEO
Content Updates Links
2. Relevant
1. Content rich 3. Change often
4. Other people
think are great
18. Keyword selection
• ‘Best places to eat in Taunton’
• ‘Bed and Breakfast Crewkerne’
• ‘Somerset’
• ‘Brown shoes’
• ‘Logs for sale Devon’
How do you know what to choose?
19. • Type into Google
– a phrase where you want to appear
• What appears first? Do you appear?
• How many pages were searched?
• (Competition)
20. Buying Theory
• More detailed search (Narrower)
• More likely to be at point of buying
• Research
• Refine
• Purchase
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25. • Digital Radio (2,490,000)
• Roberts Radio (795,000)
• Roberts Radio R250 Red(6,420)
narrow
broad
Less people searching
Less competition
More people searching
More competition
Not very accurate
27. What are we looking for?
• 2-3 keyword phrases per page
• 15 pages 45 phrases
• 5 pages 15 phrases
28. What are your keyword phrases?? Let’s choose some
now….
How do you decide your phrases?
29. How do we decide our Keywords?
• Brainstorm 10 – 15 phrases of your site
• Brainstorm – seed keywords
• Analytics – any ideas?
• Look at competitor’s sites
• Look at your statistics
• Revise/add using tools
• Select from list
31. 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
32. What’s the popularity of the search term?
– adwords.google.com
– Google AdWords … sign up for an account (no credit
card details)
– Type in the keyword phrase…..
– Tools and analysis Keyword planner – 1st choice
33. 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
34. Create your own spreadsheet
Keyword phrase Popularity Competition Baseline check
35. Which ones to use?
• Now look through your list
• Highlight any that are good
50. 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">
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52. 7. Domain name
• Useful to have keywords in your domain name
– www.snowdropguesthouse.co.uk
– www.hatherleighweddingvenue.co.uk
53. Create more content
• Content is KING
• More pages = more spider food
• How many pages do you have?
54. How does Google see your site?
site:www.yourdomainname.co.uk
Check out a competitor too
55. Content plan
Can you add new pages?
– History
– Ten tips for …..
– Walks
– Fuller room descriptions
• Pdfs?
– How to find us
– Winning ways …
– Site:www.molevalleyfarmers.com
57. Why?
website website website website
website Website
New News!
Website
New event!
Website
New prices!
Website
New news!
58. Creation of regular new content
• Create a content plan
– New developments – redecoration?
– Promotions
– Regional events and promotions
– Weather forecast (?!)
– Closest beaches/pubs and reviews
– Your thoughts/views in a blog
65. Check your back links
Check your back links
• Links:www.yourdomainname.co.uk
Or
• www.backlinkwatch.com
(NOW Try a competitors too)
66. 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?
67.
68. Link Quality
• Few good quality links are worth MUCH more
than
• Lots of bad quality links
• Check their page rank
69. Generating your own links….
– Blogs
– Review sites
– On-line PR
– Forums
– Twitter
– Networks
70. ‘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.’
72. What about social?
• Onsite elements include:
– Share buttons (like, recommend, tweet, bookmark, etc.)
– Connect buttons (Like a Facebook page, Follow on
Twitter, Follow on LinkedIn, etc.)
– A blog
73. • Offsite elements might include:
– Facebook page
– Twitter account
– LinkedIn company page
– Pinterest account
– YouTube account
– Guest blog posting
– Google Reviews other reviews
– Gives you more inbound links (but don’t add to
PageRank)
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76. Summary
• Content and Keywords
– Choose your keywords wisely
– Place them in text, images, titles
• Updates
– Update site regularly
– Create new content
• Links
– Get links FROM quality sites to your
– Create opportunities through Social Media
77. Any questions?
Feedback forms
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