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SEO - What you need to know
- 1. B4B – What we need to know... By Declan Edwards
- 2. What is SEO? • SEO (Search Engine Optimisation) is where you moderate and adjust a website specifically so that it is indexed and ranks highly within a search engines organic listing. • 4 Reasons to rank highly: 1. 93% of users won’t go past the first page 2. Less than 1% go beyond the 2nd page of a search 3. Users are more likely to change a query than go to a 2nd SERP 4. The top 3 positions receive an average of 60% of clicks
- 4. Architecture and Web Design
- 5. Accessibility • Human/User Friendly = SEO Friendly • Page Access / Inappropriate Pages • Pagination • Redirects 404 Errors • Site Speed • Mobile Friendly • Duplicate Content
- 6. URL Structure • Canoncalisation • Domain Extension • Subdomain or subfolder • Descriptive URLs • Hyphens • URL Parameters
- 7. Sitemaps • HTML Sitemap - • XML Sitemap • Image Sitemap • Video Sitemap
- 8. On Page SEO • Keywords • Locations • Titles & Descriptions • Images / Alt Tags • Structured Data • Authorship • Social Snippets
- 9. SEO Changes to Note... • Links have lost their value • Keyword stuffing and over optimisation is now penalised • Businesses are suffering : Relevancy – B4B must balance between selling & informative content • Keyword strings & How users search: - A women won’t just look for a dress... She’ll search for a “Red A line mini skirt size 12” - Refined searches/questions increasingly popular...filtering is a must! E.g. Hotels, should have: - Type (romantic, business, shopping) - Quality (luxury/budget)- Area/attractions/near to -Facilities (pool, spa, wifi etc but also babysitting, kids club etc) – Activities...
- 10. SEO Changes Continued... • The focus is on deep pages, unique content and relevancy... • Content is STILL KING • SEO now mostly about OPTIMISING CONTENT for : DISCOVERY - generating traffic to your site (search Engines, Social Media, Blogs etc.) & CONVERSION – making the most of traffic = sales (load times, content, responsive design, ease of conversion/call to action) • The power and importance of Social Media has increased. The latest trend...
- 11. Google Authorship Google gives precedence to the reputation and trustworthiness of authors, as well as the website on which the content is published. Google Authorship allows you to Link content published on a specific domain to your Google+ account Benefits for the Author • Claim/ validate your content in search results • Be seen as an ‘Expert’ in your field • Increase Google+ following • Help users discover your other content online Benefits for the web • Help users find high quality content on the web. • Empower them to engage with content authors through Google+
- 12. ?
Hinweis der Redaktion
- SEO definition Break down definitionModerate and adjust a website specifically – using a range of techniques including keywords, meta tags and descriptions, images, CONTENT, backlinks and social media etc etcA website is designed to index and rank highly... This is judged through algorithms that determine how relevant a site is to a search queryThrough algorithms that determine the order they appear in a search engine Organic being non paid
- However,As you can see, it’s not that simple.SEO is a huge, complex subject and it’s always evolving. Google are constantly upating their algothims to provide the best possibleservie to its users, but they give away very little.You could dedicate years of your life studying SEO and still not be able to fully grasp every component of you see here on the infographic I’ve handed out... For that reason, instead of trying to go through and explain every term you see on this page, I thought it would be more beneficial to go through the most relevant parts to B4B and each and everyone in you in here.
- Go through each of the ‘techniques on cheecklist’
- Human/User friendlyPage access/Inappropriate pages PaginationRedirects 404 ErrorsSite SpeedMobile FriendlyDuplicate Content
- CanoncalisationDomain ExtensionSubdomain or subfolderDescriptive URLsHyphensURL parameters
- SitemapsHTML sitemap: a HTML sitemap is not only useful for visitors, but also for search engines. It helps them understand your site architecture. Read more..XML sitemap: this sitemap is only visible for search engines. XML sitemaps allow you to add metadata which can be used to provide additional information about the content of each page. An XML sitemap can contain a maximum of 50,000 links. Read more..Image sitemap: The Image Sitemap can help your images show up in Google Image Search results and get you some extra visitors. Read more..Video sitemap: a video sitemap can help with the creation of rich snippets for your page. Read more..
- reating high-quality content guided by solid keyword research based on SEO competition and keyword research, with a focus on topical and long-tail targeting.Links have lost there value for a variety of reasonsKeyword stuffing is now penalised reateVALUABLE content 1. CREATE Unique Content that stands out 2. Avoid sales jargon and self promotion at ALL cost! 3. Use high quality images and/or videos 4. Make DAMN sure your content is relevant to click “Good content isn’t enough any more. You need insanely great content that’s on-strategy and incites action. And you need to deliver it in a consistent, ongoing program. To do that, you need to step back a little and think about what you’re trying to accomplish and who you’re trying to motivate.” Having your own social presence that is well regarded is important. So participate on relevant social platforms in a real, authentic way, just as you would with your web site, or with customers in an offline setting.
- Load times, usefulness of content, responsive design, and ease of conversion