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SEO TDA 10 August

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SEO 2015 14th May -  Taunton
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SEO TDA 10 August

  1. 1. Search Engine Optimisation Nina Goodwin @Cosmic_UK @GUTS_SW
  2. 2. Connecting Devon and Somerset The Government ambition is to have the best Superfast Broadband Network in Europe by 2016; • Improved broadband (>2Mbps) to every business and community across Devon & Somerset by 2016; • Faster broadband (>24Mbps) to at least 90% of the area by 2016.
  3. 3. Update – March 2015 • More than 100,000 homes and businesses now have access to fibre broadband as a result of the CDS; • Almost 90% of those can access speeds in excess of 24mbps; • Engineers have installed more than 78,000 km of underground optical fibres; • 456 new fibre broadband cabinets are now ‘live’; • A further 224 fibre cabinets have been installed and are waiting for final works to be completed.
  4. 4. Where & When – Three Year Rollout
  5. 5. • 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. Delivered by Cosmic Peninsula Consortium Get up to Speed…..
  6. 6. What can you do to help? • Host a session in work, in your community, in your Association? • Support the message – Become a champion – Distribute leaflets in your area – Distribute leaflets from work Any other ideas?
  7. 7. Search Engine Optimisation
  8. 8. What shall we be covering? • Background into Internet use and the Digital World; • Search Engines and Google • Content , Keywords and Keyword Placement
  9. 9. The world has changed……… • Instantaneous response • No budget • Accessibility • Transparency • Accountability • Higher Expectations
  10. 10. The Digital Shift From push To pull Traditional channels Digital channels usersUsers do their own research
  11. 11. Search Engines
  12. 12. Who has the biggest share of the pie?
  13. 13. SERP – what is it?
  14. 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. 15. ‘Exmouth restaurant’
  16. 16. How does web search work?
  17. 17. How does Google work?
  18. 18. 3 pillars of SEO Content Updates Links
  19. 19. Content & Keywords
  20. 20. Keyword selection • ‘Best places to eat in Torquay’ • ‘Bed and Breakfast Torquay’ • ‘Devon’ • ‘Brown shoes’ • ‘Logs for sale Devon’ How do you know what to choose?
  21. 21. • Type into Google – a phrase where you want to appear • What appears first? Do you appear? • How many pages were searched? • (Competition)
  22. 22. Buying Theory • More detailed search (Narrower) • More likely to be at point of buying • Research • Refine • Purchase
  23. 23. • 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
  24. 24. radio Digital radio Roberts radio r250 red
  25. 25. What are we looking for? • 2-3 keyword phrases per page • 15 pages  45 phrases • 5 pages  15 phrases
  26. 26. What are your keyword phrases?? Let’s choose some now…. How do you decide your phrases?
  27. 27. How do we decide our Keywords? 1. Brainstorm 10 – 15 phrases for each page - seed keywords – Brainstorm –Analytics – any ideas? – Look at competitor’s sites – Look at your statistics – Revise/add using tools 2. Check competition 3. Check popularity 4. Select from list
  28. 28. soovle.com/
  29. 29. Competitive pages Popularity of searches How do we decide our keyword phrases?
  30. 30. 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
  31. 31. 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
  32. 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. 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/se rp-check.php • Note where you currently appear
  34. 34. Which ones to use? • Now look through your list • Highlight any that are good
  35. 35. • Broad – top level pages • Narrower – middle level pages • Narrow – product pages
  36. 36. Time for Coffee and Tea
  37. 37. Where should they go?
  38. 38. Keyword Placement Assign your keywords to your pages – Not just your home page – Other pages How do you then get them in there? 1. In your Text..
  39. 39. 2. Product listings
  40. 40. 3. Footers
  41. 41. 4. In your navigation titles, and inline links
  42. 42. In Line Text - Example
  43. 43. In Line Text - Example
  44. 44. 5. Image Titles • Image titles • Alt tags – Descriptive – Check your image titles wedding-venue-devon-car.jpg Wedding car outside Monkton Court Hotel,
  45. 45. 6. As page titles, your meta tags
  46. 46. 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">
  47. 47. 7. Domain Name • Useful to have keywords in your domain name – www.snowdropguesthouse.co.uk – www.hatherleighweddingvenue.co.uk
  48. 48. Create more content • Content is KING • More pages = more spider food • How many pages do you have?
  49. 49. How does Google see your site? site:www.yourdomainname.co.uk Check out a competitor too
  50. 50. 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
  51. 51. Updates
  52. 52. Why? website website website website website Website New News! Website New event! Website New prices! Website New news!
  53. 53. 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
  54. 54. Check your updates Visit http://www.archive.org/web/web.php
  55. 55. Links Internal links External links
  56. 56. External Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link
  57. 57. PageRank www.prchecker.info 1 8 10
  58. 58. Check your back links Check your back links • Links:www.yourdomainname.co.uk Or • www.backlinkwatch.com (NOW Try a competitors too)
  59. 59. Link Quality • Few good quality links are worth MUCH more than • Lots of bad quality links • Check their page rank
  60. 60. Generating your own links…. – Blogs – Review sites – On-line PR – Forums – Twitter – Networks
  61. 61. Does your site work for Google? Best keyword phrases for you Off-site linking CONTENT Sticky content Social
  62. 62. ‘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.’
  63. 63. What about Mobile?
  64. 64. google.com/webmasters/tools/mobile-friendly/
  65. 65. https://developers.google.com/webmasters/mobile- sites/
  66. 66. 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 • Don’t forget that social profiles rank in Google (and Google+ profile is shown)
  67. 67. • 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)
  68. 68. 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
  69. 69. 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.
  70. 70. What is content marketing? • Images • Archived content • Infographics • Video • Blogs • Explainers • Web pages • PDF downloadable content • Content for Syndication • Podcasts
  71. 71. 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.
  72. 72. SEO Content Marketing Social Media
  73. 73. Contact us www.get-up-to-speed.co.uk info@get-up-to-speed.co.uk

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