This document summarizes an SEO presentation given by Andy Williams. The presentation covers various SEO topics such as backlink analysis and disavowal, on-page optimization including titles, meta descriptions and headings, technical SEO issues like site speed and mobile friendliness, and the work done with Guide Dogs to improve their SEO including addressing over 500 missing title tags. The presentation emphasizes that SEO requires an ongoing effort and highlights the long term rewards of optimization.

1. SEO ISN’T DEAD
ON THE EDGE 2015
AndyWilliams @andywilliamsseo

2. A BIT ABOUT ME
 11 Years Experience in SEO and Digital
Marketing
 Industry Award Winner For Best Use Of
Organic Search – November 2010
 Live and breathe social media and Digital
Marketing
 I love carrying out online experiments
@andywilliamsseo
…not THAT Andy Williams #OnTheEdge

3. A BIT ABOUT GUIDE DOGS
 Guide Dogs were founded as a charitable
organisation in 1934
 There are nearly 4,800 Guide Dog owners in
the UK
 Guide Dogs UK created more than 820 new
guide dog partnerships per year
 The lifetime cost of a Guide Dog is around
£50,000
@guidedogs

6. The last three years has changed SEO FOREVER

7. GOOGLE UPDATES…

10. “I hear what you’re saying, but I’m still ranking for everything”

11. Google has given enough warnings – do you want to risk it?

13. POTENTIAL SEO ISSUES
• No previous attention to SEO.
• No knowledge of recent Google updates and how they may affect them.
• Although ranking- were they missing out on any beneficial keyword rankings?
• A lot of sections to a very large website but no real connection between them.
• No longer knew which on page factors were important and which ones weren't.

14. POTENTIALTECHNICAL SEO ISSUES
• A new site in the pipeline but the current site has had no technical SEO attention.
• No knowledge of potential issues.
• A lot of areas of the site unattended.
• Old pages not redirected.
• Unknown number of broken links.
• The site isn’t mobile-friendly.

15. OURTARGET
• To address all potentially detrimental SEO issues.
• Uncover areas of the site that have been neglected.
• Highlight any areas not being targeted that should be.
• Carry out all the needed housekeeping to start safeguarding the future.
GET OPTIMISING

18. BACKLINK ANALYSIS

20. WHAT IS A GOOD LINK?
• From a relevant site.
• Link that brings relevant traffic to your site.
• Natural link.
• Shared link.
• Social link.
• Good PR.
• Citations.

21. WHAT IS A BAD LINK?
• Reciprocal links.
• Links from a low quality site.
• Paid-for links.
• Sponsored links.
• Poor quality directory links.
• Unnatural log commenting.
• Unnatural forum links.
• Blog roll links.
• Link wheels.

23. BACKLINK ANALYSISTOOLS
www.kerboo.com www.majestic.com

25. BEFORE WE DISAVOWED
7.06% - Good Links
35.91% - Suspect Links
9.76% - Bad Links
43.71% - Neutral Links
3.56% - Low Risk Links

26. AFTER WE DISAVOWED
7.67% - Good Links
73.7% - Neutral Links
3.56% - Low Risk Links
13.97% - Suspect Links
1.11% - Bad Links

27. InTotal…
Over 17,000 bad links have
been disavowed

29. ON-PAGE SEO

30. Back To Basics

31. All On-Page SEO campaigns should START with keyword research

32. Google’s Keyword Planner provides valuable information

33. Google Suggest provides ideas of what people are searching for

34. Build a list of terms to work with – map them to your pages

35. GUIDE DOGS META – BEFORE

36. GUIDE DOGS META – AFTER

37. WHAT MAKES A GOODTITLETAG?
• Maximum length – 70 characters.
• Would recommend aiming for around 55 – 60 characters.
• Company name on main landing pages.
• Targeted keyterm or theme.
• True description of the page.
• If a blog post or article – the title of the post is best practice.

38. WHAT MAKES A GOOD
META DESCRIPTION?
• Maximum length – 155 characters.
• Would recommend aiming for around 130 - 145 characters.
• Company name.
• Keyterm or theme.
• Unique selling point.
• Description of the page.
• Call to action.

39. Your H Headings ARE still important – Optimise them

40. Providing your visitors with a clear point of contact is VITAL

41. ALWAYS include descriptive Alt Txt for your images

42. Engage your audience AND create great, relevant content

43. WHAT SHOULDYOUR CONTENT DO?
• Keep It Simple.
• Be Informative and EducateYour Audience.
• ShowcaseYour Expertise.
• Address an industry-specific problem or topic.
• Tell A Story.
• Provide A CallTo Action.
BE CREATIVE

44. KEYWORD STEMMING

45. Do your pages guide visitors into the actions YOU want them to take?

46. Google’s Search Console is YOUR FRIEND!

47. Robots.TXT FileTester Search Analysis
Missing Meta Descriptions
MissingTitleTags
Google's Search Console offers valuable insights into how your site is performing
Crawl Errors
HTML Improvements
LinksToYour Site

48. CRAWLERTOOL
www.screamingfrog.co.uk

49. TECHNICAL SEO

50. It is now considered that as much as 50% of SEO is Technical

52. TECHNICAL SEO –THE BASICS
Robots.TXT File XML Sitemap
Good Internal Linking Canonical Issues Addressed
Duplicate Content

53. Your site needs to be FAST - Google and your visitors demand it

54. https://developers.google.com/speed/pagespeed/

55. There are now more mobile searches than desktop – you NEED to be mobile-friendly

56. https://www.google.co.uk/webmasters/tools/mobile-friendly/

58. Clean up your crawl errors – redirect unfound URL’s to RELEVANT live pages

60. https://validator.w3.org/

61. Google want you to use https – be sure you UNDERSTAND what this move could mean

62. SOWHERE AREWEWITH GUIDE DOGS?
• A tidy and safe backlink profile.
• Optimised and focused the sites many microsites.
• Improved rankings for untapped fundraising opportunities.
• Noticeable improvement in organic traffic.
• Working with each department to achieve better understanding of SEO and its
implications/importance.
• Addressed and fixed over 500 missing title tags.
• Awareness of all technical SEO issues.

63. SEO is the long game – but the sooner you start the sooner you will see the reward

66. THANKYOU FOR LISTENING
Website: www.andywilliamsseo.com
Twitter: @andywilliamsseo
Facebook: www.facebook.com/andywilliamsseo

67. Image Credits:
Google Penalty - https://www.flickr.com/photos/india_7/15713478279/
Grind Gears - http://www.upswinginteractive.com/game-planfor-digital-marketing-strategy/
SEO is Evolving - http://www.polepositionmarketing.com/emp/seo-is-dead-again/
Google Updates - http://www.seosolutionsindia.com/blog/2015/06/05/google-algorithms-all-about-google-major-algorithm-updates/
Disavow - http://www.worksmedia.com.au/seo-podcast/ep26-google-disavow-tool-we-answer-the-top-10-listeners-questions/
NAP - http://www.autovitals.com/taking-a-nap-your-local-seo-company-shouldnt/do i miss something - http://www.talklocal.com/blog/
Keep Calm and Buckle Up - http://www.dmasa.org/read.asp?ID=160&title=Don_t_forget_to_buckle_up_when_travelling_over_the_long_weekend!
Back To Basics - http://www.actioncoach.com/Back-to-Basics?pressid=1171
Where To Start - http://blog.lifestyleforhealth.com/where-do-i-start/
Kerboo - http://www.stateofdigital.com/kerboo-guide/
Majestic seo - www.majestic.com
To Be Continued - https://www.youtube.com/watch?v=n33k5EhSIzY
SEO 101 - http://searchenginewatch.com/sew/how-to/2123164/basics-seo-101
What If I Told You SEO Wasnt Dead - http://www.rankboost.de/xovilichter/
Dog On The Phone - http://homeinspiration99.ga/photos/dog-on-the-phone-video.html
H Headings - http://www.iblognet.com/importance-of-heading-tags-in-seo.html
NAP - https://nuyella.wordpress.com/tag/name-address-phone-number/
Content is King - http://deeterusa.com/content-is-king/

68. Image Credits:
Keyword Stemming - http://www.slideshare.net/yaminmalik/keyword-research-basics2
What Do you Want Me To Do? - http://www.purrfectpetsitting.net/pet-sitting/you-want-me-to-do-what-second-edition-of-strange-pet-sitting-requests/
Search Console - http://blog.boostability.com/google-webmaster-tools-gets-rebranded-to-google-search-console/
Screaming Frog - https://www.linkedin.com/company/screaming-frog
Technical SEO - http://lerablog.org/internet/seo/seo-for-beginners-how-to-succeed/
What Are You Looking For? - http://vive-boquete.blogspot.co.uk/2012/11/fwd-what-are-you-looking-for_10.html
Site Speed - http://www.websitecamp.com/website-speed-matters-in-google-search-ranking
Mobile Friendly - http://www.e-xanthos.co.uk/blog/google-will-rank-mobile-friendly-websites-higher-starting-april-21st/
Broken Links - http://blog.siteimprove.com/web-governance-blog/the-cost-of-your-websites-broken-links
Redirects - http://sherodesigns.com/magento-301-redirects-and-how-to-properly-implement-them/
Clean Code - https://www.youtube.com/watch?v=4LUNr4AeLZM
http vs https - https://plus.google.com/113964510135174522484/posts
Site Speed Checker - https://developers.google.com/speed/pagespeed
w3c validation - http://www.shahnetindia.com/w3c-validation-services.html
Homer - http://memegenerator.net/instance/60065161
Alt TXT - https://www.pinterest.com/pin/359443613987214826/
Sit Back And Relax - http://www.facetmarketinggroup.com/2013/11/07/jewelry-consultant-just-sit-back-and-leave-the-logistics-to-us/
Dont ‘Get Left Behind - http://www.gamification.co/2012/11/12/dont-be-left-behind-think-differently-about-loyalty/