Bath City College SEO For Beginners Training | February 2017

©Noisy Little Monkey | 2017
City Of Bath College
SEO Training
February 2017

Natasha Jon
Ste
Claire
Creative Director Technical Director
SEO Manager
Marketing
Josh Natalie
Inbound Manager Account Executive
Nicola
Lucy
Managing Director
Account Manager
Holly
Account Executive
Mr Dog
VP of Shaking
Gertie
DM Executive
James
DM Executive
Clare
Ops Manager

6
6
Your “Tutor”
M | 24 | 6.0” | Libra
Name: Josh Baldwin
Twitter: @BaldJoshWin
E: josh@noisylittlemonkey.com
• Joined NLM 2013
• Worked in Social, Search,
Marketing, Events
• Specialise in Local SEO, Mobile
Search & Biz Dev & Inbound
Strategy
• Mastermind subject: Star Wars

Agenda
Training Overview
1
Technical aspects of your site,
such as the server stability,
server configuration, error
handling and redirects.
2
Technical
Aspects of your website’s
content and structure, such as
URLs, Page titles and headers.
On-site

3 Time for Lunch,Teas, Coffees &
Comfort Breaks!
4
Break
Your website’s footprint on the
rest of the internet; citations,
linking domains and social
signals.
Off-site
5
Geography is important, but
not as important as getting
your Google local listings in
order.
Local & Mobile

6
Home time 7End
Last minute questions and head
scratchers (if we have time) Q&A

How Does Google View Itself?13
We all hate this video…

14
Guiding principles
What Google Wants?
Google wants to:
• Serve the best result for the query
• What is the intent behind this search query?
• What is the best resource for visitors with this kind of intent?
• Of these; which sites do people historically seem to click on?
• Of these; which sites are talked about a lot on the rest of the
internet?
• Does the resource display properly on the visitors device?
• Is the resource geographically relevant?
• Is the resource trustworthy?
• Is the resource compromised with a virus?

15
Guiding principles
What Google Wants?
• Has this resource tried really really hard to optimise their site?
• The most informative, best resource on a topic might be written by a wheezy old professor
who isn’t a great web developer…

16
Understanding the relationships between things
Google Wants To Be A Knowledge Engine

17
Google used to look like this…
Position #1?

18
Now it looks like this
Position #1?

19
Quick wins.
Reporting
• Google Analytics installed
and set up
• Filter office visits
• Goals set up
• Filter spammers
• Search Console verified
and set up
• Geographic targets
set up
• Sitemaps submitted
• Crawl errors and
warnings heeded

21
Technical SEO
Anything to do with your server, host, databases, etc, that has an implication for Search Engines.
Improving your technical configuration won’t add value to your site – but technical issues can and
will subtract value.
Very often, these are problems that you cannot see or are not immediately obvious. Often pedantic.
In general, following web development best practices and Google’s Webmaster Guidelines as far as
it is feasible for you to do so is sufficient.

22
Technical SEO
Anything to do with your server, host, databases, etc, that has an implication for Search Engines.
Improving your technical configuration won’t add value to your site – but technical issues can and
will subtract value.
Very often, these are problems that you cannot see or are not immediately obvious. Often pedantic.
In general, following web development best practices and Google’s Webmaster Guidelines as far as
it is feasible for you to do so is sufficient.SPEED

23
Speed
Technical SEO
TTFB = Time To First Byte
• This is a ‘ranking factor’
• We believe it should be around
0.3s
Full Page Load
• This is NOT a ranking factor
(some developers delight in
explaining this)
• HOWEVER it is closely linked
with user experience and
conversion rate.
https://moz.com/blog/improving-
search-rank-by-optimizing-your-time-
to-first-byte

24
Speed
Technical SEO
Tools for measuring speed:
• webpagetest.org
• pingdom.com
• gtmetrix.com
• developers.google.com/speed/pagespeed/insights/

26
https://www.webpagetest.org/result/161117_RY_3ZG3/
Technical SEO

27
https://www.webpagetest.org/result/161117_EC_42K8/
• Location matters
• Check a few sources.
Technical SEO

30
Mobile
Technical SEO
• Google doesn’t want to
serve mobile unfriendly
content to mobile users
• Even if your site actually
IS mobile friendly, you
should check that
Google agrees
• There are technical
issues which can occur
which may interfere with
this judgement.
https://www.google.co.uk/webmasters/tools/mobile-friendly/

Redirects & Crawl Errors35
404 302 301
Status Codes
• Broken links are a sign of a poor user experience
• Search Engines won’t bother ranking your new page if you use a temporary redirect

38
Error Handling
Technical SEO
Let’s try to stop your website from breaking, but if it does, make sure we’ve got it configured.
Make sure that visiting a non-existent page gives a useful 404 page that salvages the user
experience.
Make sure that the 404 page actually sends a 404 status code

39
Fixing Crawl Errors
Technical SEO
302 301
Temporary Permanent

40
Screaming Frog
Technical SEO
• Use a spider to root out issues.

41
Search Console
Technical SEO
• Search console will also report on crawl issues

42
Duplicate content
TECHNICAL SEO

SSL – http vs https43
HTTP
TCP/IP
HTTPS
TCP/IP – TLS/SSL
Application Layer
(HTTP,FTP, ETC.)
Transport Layer
(TCP)
Internet Layer
(IP)
Network Layer
Application Layer
(HTTP,FTP, ETC.)
Security Layer
(TLS/SSL)
Transport Layer
(TCP)
Internet Layer
(IP)
Network Layer
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
http://www.noisylittlemonkey.com vs https://www.noisylittlemonkey.com

Sitemaps44
Sitemaps sound
familiar…?

SSL – http vs https46
HTTP
TCP/IP
HTTPS
TCP/IP – TLS/SSL
Application Layer
(HTTP,FTP, ETC.)
Transport Layer
(TCP)
Internet Layer
(IP)
Network Layer
Application Layer
(HTTP,FTP, ETC.)
Security Layer
(TLS/SSL)
Transport Layer
(TCP)
Internet Layer
(IP)
Network Layer
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
http://www.noisylittlemonkey.com vs https://www.noisylittlemonkey.com

49
Error Handling
WIDER READING
• Getting your website into “best practice” shape can be complicated.
• Google knows that not everyone is a computer whizz. That’s fine. Trying to
grapple with this may not be a solid ROI.
• However, if you want to learn more, here are some starting points:
• https://moz.com/blog/technical-site-audit-for-2015
• https://moz.com/blog/seo-cheat-sheet
• https://www.distilled.net/resources/technical-audit-checklist-for-human-beings/

51
How does Google
determine relevance?
ON PAGE SEO

52
How does Google
ON PAGE SEO

53
How does Google
ON PAGE SEO
• URL

54
How does Google
ON PAGE SEO
• URL
• Domain

55
How does Google
ON PAGE SEO
• URL
• Domain
• Slug

56
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title

57
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1

58
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text

59
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• The actual content

60
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• “Meta description”

61
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• “Meta description”

62
Relics that no longer matter
ON PAGE SEO
• “Meta keywords”
• “Meta tags”
• “Keyword Density”

63
More than just a Keyword Match
ON PAGE SEO
Implicit search signals (context) are also taken into account
• Location
• Device
• Search history

65
Getting the Terminology Right
ON PAGE SEO

66
ON PAGE SEO

67
ON PAGE SEO
• Use the language your customers will be using
• Don’t use the language your office uses internally
• The language your customers use will be the language they will be searching with
• How can you be sure which terms your customers use the most?

69
More Is Not (Always) Better
ON PAGE SEO
Volume
Intent Competition

71
Getting in front of Marketing Manager Michael
ON PAGE SEO – Identifying Keywords

73
More Is Not (Always) Better
ON PAGE SEO
Volume
Intent Competition

74
As Queries Become More Specific, Volume Goes Down
ON PAGE SEO
• Yet these rare searches make up 70% of all searches.
*Long tail = highly
specific 4-6 word
phrases
*

75
A Time And A Place
ON PAGE SEO
BOF
MOF
TOF
Awareness
Generic searches
Experiencing a problem, issue or need.
Prospect is trying to define the problem.
“Sales/conversions are down, why?”
Consideration
Problem has been diagnosed.
Prospect is learning and researching possible fixes.
“Site traffic is down, how do I get more visits? ^ Rankings or
social engagement?”
Decision
Specific searches
Solution found, weighing up options and offerings.
“Average Social Media Management Costs UK, SEO
Agency’s near me”

76
Disclaimer
ON PAGE SEO
• Optimising for search can shore up weaknesses on your site and rectify
problems.
• Got a strong resource that should be ranking but isn’t – optimising will
help.
• Optimising pages isn’t a magic bullet that will allow you to ‘beat the system’
• Don’t forget to check the actual search results page for interesting
keywords to get an idea of context! You may be surprised!

77
Trust Signals
ON PAGE SEO
• It is important to Search Engines that they serve quality results
• They have refined their algorithms to validate against spam and malicious websites
• Does the website have a real address?
• Real phone number?
• Listed elsewhere online?
• Reviews?
• Entry on Companies House?
• Authored by real people with real social profiles?

78
Reviews
ON PAGE SEO
• Having reviews is a fantastic signal to search
engines, if appropriate.
• There are many providers such as:
• reviews.co.uk
• trustpilot.com
• Google My Business
• Inviting customers or visitors to review as part of
your after-sales process is a great way to ensure
that this signal is not neglected

79
Schema
ON PAGE SEO
• Schema is a type of markup that can be incorporated into
your website’s html code.
• It is also known as “structured data” because it allows you
to specify what different pieces of text represent on the
page – saving the search engines from having to guess.
• This is a phone number
• This is our address
• This is our opening times
• This is a product name

80
Schema
ON PAGE SEO
• Schema isn’t something that is ‘standard’ at the moment
• It can sometimes be tricky to implement
• We highly encourage you to use it if you can, as search engines are actively
embracing this kind of technology.

81
Freshness
ON PAGE SEO
• Google values “freshness” for certain queries that are time sensitive.
• This is called QDF – Query Deserves Freshness
• Timely coverage of notable events and developments is more likely to enjoy visibility.

82
Content Strategy
ON PAGE SEO
• When you have optimised your static content to your satisfaction, it is important to
continue to reinforce your status as a web resource.
• Identifying common questions and problems and producing content targeted at
resolving these issues.
• Have Personas and write with them in mind.
• Be respectful of where the problem sits in the ‘funnel’
• If people are just trying to learn more about a problem, educate them, don’t
push a product.
• Becoming “the Wikipedia” of your field is a good direction to aim in, even if you
ultimately full short.

84
Links & Citations
OFF-SITE SEO
www.site1.com
bbc.co.uk
www.site2.com
auntmaviscookeryblog.co.uk
• Suppose you have two website identical in every way. How do you rank one above
the other?

85
Links & Citations
OFF-SITE SEO
• Google doesn’t drive past a Screwfix on the way to work, or hear about a new
popular product from a friend
• It has to approximate the Real World importance and reputation of the
brand/website/author
• It uses many signals to infer this information – one of the most prominent signals
are inbound links (links from other websites pointing to your website).

86
Why Have I Heard So Much Bad Stuff About Links?
OFF-SITE SEO
Google
measures
signal
Businesses
spoof signal for
profit
Google evolves

87
Why Have I Heard So Much Bad Stuff About Links?
Domain Authority

88
Links & Citations
OFF-SITE SEO
www.site1.com
bbc.co.uk
www.site2.com
• Quality > Quantity

89
Links & Citations
OFF-SITE SEO
www.recipes.com/best-roasts
bbc.co.uk/news/politics/e
www.recipes.com/best-roasts
• Relevance

90
mysite.co.uk
Links & Citations
OFF-SITE SEO
• A diverse, relevant and growing set of linking websites is best
BBC
Local
blog
Business
partner
Local
press
Trade
magazine
Local Chamber of
Commerce
Business
partner

91
Links & Citations
OFF-SITE SEO
#WTF??
Is this reflected
on news sites,
social media,
search
volumes?

92
It’s all relative…
OFF-SITE SEO
Two explorers are walking through the
jungle.
Suddenly they hear a tiger roar.
One explorer sits down and takes a pair of
running shoes out of his backpack.
‘You’re crazy, you’ll never out-run a tiger,’
says the other explorer.
‘I don’t have to out-run the tiger,’ he replies.
‘I just have to out-run you.’
- Dave Trott

93
Competitor Analysis Tools
OFF-SITE SEO
• Majestic.com
• Look at your own inbound linking metrics
• Look at your competitors and get an idea of the scales we’re dealing with
• SEMRush.com
• Get some indication of what terms you and/or your competitors rank well for
and who the competition is based on those terms.

94
How Do I Acquire Links?
OFF-SITE SEO
This is the big question.
• We have enviable link acquisition, which we achieve through:
• Attending lots of industry events
• We run our own events – trying to do all of the things we like about other
events and none of the things we hate.
• Speaking engagements at industry events
• Training sessions (sometimes for free) for colleges and government schemes.
• Writing lots of blog posts about topics we find people struggling with
• Sharing those blogs around the social networks we maintain
• Good image alt text.

95
How Do I Acquire Links?
OFF-SITE SEO
• Links are not the explicit goal of these activities – that would leave us often frustrated and
disappointed
• Links are the natural consequence of being a pro-active and visible presence in your industry.
• Good marketing combined with knowledge about search allows you to avoid missing
opportunities.

• Your in town looking for a business/service
Group 1 – you need a haircut
Group 2 – you need a solicitor
Group 3 - you need to buy a custom birthday cake
Group 4 – you need your wisdom teeth removing
• What signals are most important to you when making decisions IRL? What would put you off?
• Spend 10-5 minutes in groups fleshing out your particular scenarios + listing your “signals”.
• Spend 5 minutes ranking them in order of importance
So what, so what's the scenario

Educate yo’self
Local Ranking Factors 2015
moz.com/local-search-ranking-factors

• Local search pertains to 2014s pigeon algorithm
• By local we mean searches with a proximity or
geographic intent e.g. “Digital Marketing Agency
Bristol” or “Solicitor near me”
• Not just a case of appearing well in traditional search
but in the local *snack pack (powered by Google My
Business + Google Maps)
• In order to rank well in local search we need to make
sure we’re sending the right signals and information
to search engines
101
October 22nd 2014
LOCAL LOWDOWN
October 22nd 2014
PIGEON UPDATE
*LOCAL SNACK PACK /3 PACK

• In order to appear in the local 3 pack you need a
verified Google My Business (formally known as
Google Plus Local) profile
• This profile needs to be well optimised with
consistent NAPOLP, images, social links and
descriptions
• Choose your primary business category carefully
• Have a local phone number (no call tracking or
0800)
• No virtual offices or PO boxes
• No location in GMB profile title
e.g. Noisy Little Monkey Bristol
102
GOOGLE MY BUSINESS

103
NAPOLP
stands for
Name
Address
Phone Number
Opening Hours
Logo
Profiles (Social)
And is the most common
form of citation of your
business on the web.
Your NAPOLP/citations
need to be
identical/consistent
across the web as well as
up to date

104
ON-SITE LOCAL
• Include City/SA in URL
• Include City/SA in Title Tag
• Include City/SA in H1
• Include City/SA in Alt Text
• Include City/SA in Content & Copy
• Include City/SA in Meta Desc.
• NAP(OLP)
• GMB Map (NOT A CUSTOM ONE!)
• SCHEMA

LOCAL LINKAGE
A strong backlink profile in order to perform well in
local search
Low hanging local links – bloggers, local
publications, local trade bodies – are extremely
valuable for local SEO and are relatively easy to
aquire

LOCAL CONTENT
Craft and curate content with a
local bent.
Write about or even host your
own local events
Make sure you have a well
thought out local content
calender.

ENCOURAGE GMB REVIEWS
BrightLocal Consumer Review Survey
• 92% of consumers read online reviews
• 40% of consumers form an opinion after reading 1-3
reviews
• Star rating is #1 factor used by customers to judge a
business
• 68% say positive reviews make them trust a local
business more
• Only 13% of consumers consider using a business
with 1-3 star reviews
https://www.brightlocal.com/learn/local-consumer-review-survey/
Which
business
do you
trust?
Genuine
reviews from
real people.
You can’t fake
good reviews

MOBILE
Make sure your site is
mobile friendly
53% of mobile searches
have local intent
50% of consumers who
conducted a local search
on their smartphone
visited a store/business
within a day
If you don’t rank well in
mobile searches, you’re
likely to perform poorly
locally

Hey I just met you & this is crazy…
CONTACT US!
0117 327 0171
Search: Noisy Little Monkey
@NoisyMonkey

Bath City College SEO For Beginners Training | February 2017

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