Short Introduction to SEO by Kobestarr Digital
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Do you struggle with the practicalities of social media and how to implement it successfully whilst using your time most efficiently? An Introduction to SEO will provide you with a detailed overview and will include aspects and angles that that should be considered for your business' SEO and online content strategy. Topics to be covered: What is search engine optimization (SEO)? / Setting SEO expectations / How SEO affects your business/ Google and SEO/ Keywords and the Basis of SEO / Keyword analysis and research / SEO and Content / Optimising and understanding Content for SEO / Technical SEO / URLs / Using Google / Content Planning Strategy / Defining Audience, finding topics, tone and style / Promoting Content in social media / Measuring content performance / Link Building Strategies and why this is important / Measuring SEO effectiveness / analysis of keywords, links and social media / The importance of local search in SEO / Google My Business / Google+ Local / Website optimisation for local search / Mobile SEO / Understanding SEO for mobile / Optimising your site for smartphones. Slide Deck Owner: Kobi Omenaka came to Digital and Inbound Marketing after completing a Masters Degree (MA) in Social Media. Kobi’s background, and first Masters Degree (MEng) is in Chemical Engineering, and has worked in the Oil and Gas industry for over 10 years. He is now Head of Digital at Kobestarr Digital where his particular services and skill sets includes designing and building websites for companies of all sizes and providing consultancy and content creation services for clients on matters related to SEO, Social Media, blogging, E-mails newsletters and all forms of Digital and Content Marketing.
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Short Introduction to SEO by Kobestarr Digital
- 1. Introduction to SEO Make your website work for you By Kobi Omenaka Head of Digital at Kobestarr Digital
- 2. TODAY’S WORKSHOP What is SEO How SEO Affects your Business Google and SEO Keywords and the basis of SEO Keyword Analysis and Research Who is your “Online” Competition 2
- 3. TODAY’S WORKSHOP SEO and Content Content Planning Strategy Measuring your SEO effectiveness Local SEO Mobile SEO 3
- 4. Who Am I? Kobi Omenaka Head of Digital at Kobestarr Digital Inbound Marketing and Digital Media Agency Oil and Gas (Process Engineering) background Second Masters (MA) Degree in Social Media 4
- 5. Who Are You? What is your name? Do you have a website and what do you hope to get out of today? 5
- 6. Let’s Define S.E.O. SEARCH ENGINE OPTMISATION (SEO) “The process of improving your website so that it attracts more visitors from search engines ” • Why SEO Important? • Setting Expectations • 200+ factors but it boils down to6
- 7. 7
- 8. The Importance of Top Ten 8
- 9. Is it just Google? 9
- 10. Ever Changing Targets Google Panda – February 2011, aim to show higher quality sites higher in the search Google Penguin – April 2012, aim was to reduce the focus on un-natural back links Google Hummingbird – September 2013, completely new algorithm, aim was to better understand the natural language people use when searching Focus on content – “deliver the best content you can and you’ll be fine” 10
- 15. Is your site set up for SEO? Is Google actually allowed to crawl/index your site? If so Google will with time find, crawl and index your site But you can submit it via Webmaster Tools/ Search Console (https://www.google.com/webmasters/tools) “Verify” your website Find out what Google knows and then tell it what it should know! Page loading speeds Small/optimised image and video sizes embed from Flickr or YouTube etc Enable Caching of Database sites such as Wordpress 15
- 19. What Are You Optimising For? Before you can start you need to know what you are optimising for! We can use a structured approach to finding out that keyword data What Keywords/ search queries people are typing How often are they searching them How relevant are they to your business How competitive those terms will be 19
- 20. “Car” as a Keyword? If your company sells cars is “car” the best keyword? Toys Repair Hire Formula1 “Used Volkswagen Golf Mark 3” Not typed in as much Very relevant and low competition 20
- 21. Keyword Research Planning - Exercise “Forget” about your business - get in the mind of your customer 1) Brainstorming What services do you offer – be comprehensive What words would customers use NOT company jargon E.g. cheap train tickets vs low value fare In Groups - come up with 3-5 long tail keywords relevant to your business and it’s services 21
- 22. Keyword Research Planning 2) Search Volumes Find out the demand for those keywords Low search volumes are not necessarily a bad thing! 3) Collect groups of keywords Tens, hundreds and thousands together to form a “campaign” 22
- 27. Keyword Attributes Relevance – the more relevant the better How accurately does the keyword represent the nature of the products and services that you offer and clients you want Search Volume – average per month Don’t be put off if the search volume is low! 27
- 28. Time for a Break! 28
- 29. Keyword Attributes - Exercise Competition – how difficult to rank as “Low”, “Med” & “High” Who is your competition? Other competing businesses News and current affairs sites Reference sites such as Wikipedia In Groups – list 3-5 of your most relevant business competitors 29
- 30. Optimising for a Keyword Meta Title URL Meta Description 30
- 31. Optimising for a Keyword 31
- 32. What about Non-Text Content? Search engines cannot “decipher” them Optimise the text that is surrounding the element Images Video Audio 32
- 33. Grading your Site and Pages 33
- 34. Content is King Now lets make the content Having a content strategy is important for success This is the planning, creation and management of useable content These need to align with your company goals Monitor trends and keep up to date – what worked today may not work tomorrow Involve everyone in your company and have their full buy in 34
- 35. Content? Who for? - Exercise Who is your target audience and what are their needs? Create content for them. What are their demographics and socio-economic backgrounds? Where do they hang out (Social Media/Online/IRL)? What questions are they asking? What’s important for them? *Exercise* – select your main target audience and answer the above questions 35
- 36. Content? Who for? Your Customers Social Technographics? http://empowered.forrester.com/tool_consumer.html 36
- 37. Content… what exactly? FAQs – what questions do people always ask you or your competitors? Reddit and Quora What are your competitors tweeting/writing about? Ask your best client – case study and or testimonials Ask your team Speak to your vendors ask them or others for guest/joint blog Be unique make sure it has real value and is of value. 37
- 38. Content… what exactly? Not just web page text content! Slideshows Video Audio Images Infographics 38
- 41. Publishing Content Success of a post is often down to visibility rather than quality, don’t “expect people to find it” Spend as much time publishing as creating. Publish on social media Only Fools and Horses 41
- 42. Content Performance Check your content performance Google Analytics Google Webmaster Tools/ Search Console Can you work out what content does well and why? Look at the following Key Metrics Pages per visit Average time on site Bounce rate 42
- 43. Links Each backlink can be considered a “vote of confidence” for your site. Sites carry different levels of kudos or authority. A link from a high authority site may be worth several from low authority sites. Easy to get backlinks Twitter, Facebook, LinkedIn, Google+, Instagram and also social Media Shares Internal Links are also important 43
- 44. Getting Backlinks Can submit to business directories. But be selective! Some are spammy. If a website is ranking well for keywords that you are targeting, you can examine their backlinks! (https://moz.com/researchtools/ose) Maybe some sites/ directories that you missed? Foster, outreach and leverage links from relevant sites People in your industry, education – try guest blogging. 44
- 45. Measuring the SEO Performance Google Analytics (Free) Stay away from “vanity” metrics What is the traffic doing when it gets to your site? Is the traffic converting when it gets to your site? Is it helping revenue? Organic Keyword Reports within Google Analytics 45
- 46. Social Share-ability Content from social media can appear in SERPs and can generate backlinks Use tool Social Crawlytics (https://socialcrawlytics.com/) Identify the most sharable content Learn from the most shareable and the least shareable 46
- 47. Local SEO Relevancy often incorporates distance Bricks and Mortar – Restaurants, hairdressers, dentist Local presence – providing local services – personal trainer Even for a “Virtual” business More sophisticated than “Restaurants in London” Kentish Town vs Camden 47
- 48. Google Local / My Business 48
- 49. Local Search Factors Relevance How well your listing matches a users search query Distance Based on where Google thinks your are or knows where you are Prominence Measure about how well-known your business is across the web 49
- 50. Register and Verify with GMB This process takes around 3 weeks!!! Go to www.Google/business Fill in the details – address has to be accurate Wait until they send you a postcard Go to google.com/verifymybusiness 50
- 51. Citations Each mention of a business name, address, and phone number of you in the internet is called a “Citation” The more citations a business (from quality sources) gets the more your business is trusted These should be IDENTICAL Go to Moz.com/Local to check “Check Listing” Go to “Category Listing” in Moz Local (https://moz.com/local/categories) Select your category and it suggests the best citation /listing directories More citation suggestions at Local Citation Finder (https://www.whitespark.ca/local-citation-finder) 51
- 52. Citations No Phone Number! On Foursquare 52
- 53. Reviews Short Write Up based on an experience Ask for them! Testimonials can be included in your website – it’s common to write a testimonial for someone and get them to approve it Yelp and other review sites Google My Business 53
- 54. SEO on Mobile Platforms Since 2014 more people use internet on their phones than on a “fixed” device, and more often People may be trying to find you on the go Content has to be pleasurable to read on mobile and tablet! Same engagement metrics apply Time on site, Pages viewed Bounce rate 54
- 55. SEO on Mobile Platforms 55
- 56. SEO on Mobile Platforms Make sure that the site is mobile enabled Responsive is often the best first case Check the speed Google Page Speed Insights (https://developers.google.com/speed/pagespeed) 56
- 57. SEO on Mobile Platforms 57
- 58. So You Know SEO – What Next? Potential clients and customers will come to your website as a result of your SEO work Easiest content is to blog regularly based on your research Make sure you keep people coming back! Ask them to sign up to your blog newsletters Produce more content Make it easy to share your content Produce eBooks, whitepapers, videos, audio or other large content 58
- 59. Questions? ? 59
- 60. Resources Moz – (https://moz.com/) SpyFu – (http://www.spyfu.com/) SEM RUSH – (https://www.semrush.com/) SimilarWeb - (http://www.similarweb.com/) Backlinko - (http://backlinko.com/) 60
- 61. Resources Google… ;-) Webmaster academy (pps://support.google.com/webmasters/answer/6001102?hl =en) Webmaster tools/ Search Console – (https://www.google.com/webmasters/tools) Google Keyword Tool –( https://adwords.google.co.uk/KeywordPlanner) Matt Cutt’s Blog (Google Software Engineer) https://www.mattcutts.com/blog/type/googleseo/ 61
- 62. Tools to Grading your Site Free Tools Yoast SEO Plugin (Wordpress) Google Webmaster Tools – (www.google.com/webmasters) SEO Report Card- (app.upcity.com/free-tools/seo-report- card) HubSpot’s Website Grader (https://website.grader.com) Paid Tools Moz Pro (https://moz.com/products/pro) HubSpot (http://www.hubspot.com/pricing/marketing#?currency=GBP )62
- 63. Contact Kobi & Kobestarr Digital kobi@kobestarr.io www.kobestarr.io @kobestarr @kobestarrDigi uk.linkedin.com/in/kobiomenaka www.linkedin.com/company/kobestarr-digital www.facebook.com/KobestarrDigital/ 63
- 64. About Kobestarr Digital We are an Inbound and Digital Marketing Agency based in London, Sheffield and M anchester in the UK. Inbound Marketing places your marketing at the core of your overall business strategy. We use data and knowledge to clearly define your buyer persona or target market. This then informs the content that is most relevant to you and your client base. We produce bespoke content across a number of channels including highly targeted email marketing PR, SEO, Social Media content production, distribution and analysis through to blogging, photography, animated infographics and motion video We specialise in the strategic production of digital content to ensure that your leads and potential sales find you and keep coming back to you until they first become customers and then your brand advocates. 64
Hinweis der Redaktion
- I want to make it clear that this course is assuming the basics of
- Survey by MOZ Depending on which study you believe the the top 5 searches receive anywhere between 43% of the traffic to 76%, with the top 10 searches receiving 48 to 95% of the search traffic
- This is on the Desktop. Baidu is the Chinese web search company that bans google!
- In this case the keyword – “long tail ” he was trying to rank for was “High Quality Backlinks”. And he did well! He got to the top of google SERP with that one blog post!
- It worked perfectly! He got to number 1 in google with that and still was the last time I checked.
- So as a bonus – he shot up the rankings for “how to get high” – he got to number 6 on google at the start! Google thought that it was about that topic.
- But it's important to remember that search engines have a hard time understanding what a user is really after unless it's really spelled out. This is why you've probably followed up one search with another more descriptive search, more than a few times in your life. You try one key word, but it doesn't give you just what you're looking for. So you get more specific or you try it another way. The bottom line, is that people all over the world, are typing in all kinds of key words, every second, of every hour, of every day. And it's important for us to understand what they type in so that we can optimize our pages to be in the search results for those terms. Formal keyword research is the foundational piece in SEO that will help you understand what people are typing into search engines, how frequently they do it, how relevant those terms are to your business objectives,and how competitive those terms will be to try to rank for it.
- This is Yoast SEO plugin – this is what I use on the back end of all of the wordpress sites that I make
- Think of your content as bait and your audience as the fish.
- Think of your content as bait and your audience as the fish.
- Think of your content as bait and your audience as the fish.
- Think of your content as bait and your audience as the fish.
- Think of your content as bait and your audience as the fish.
- Ask for a copy of this!