How to be loved by Google
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Best practices in SEO to be loved by Google!
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How to be loved by Google
- 1. How to be loved by Google Jonny Ross @jonnyross @fleek_marketing #WorkCafeLeeds Nov 2019
- 3. @jonnyross @fleek_marketing in/jonnyross Jonny Ross - Digital Marketing Strategist of an award-winning digital agency Fleek Marketing - Named in Business Insider’s 2016 ‘42 under 42’
- 4. @jonnyross @fleek_marketing in/jonnyross Overview of web traffic • Organic • Paid • Display • Social • Email • Referral • Direct
- 5. @jonnyross @fleek_marketing in/jonnyross Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular • Good PR (Traditional PR…online)
- 7. @jonnyross @fleek_marketing in/jonnyross On Site •Keywords •Content •Technical Aspect •Usability
- 8. @jonnyross @fleek_marketing in/jonnyross Off site • Relevancy • Links • Reviews • Reputation
- 13. @jonnyross @fleek_marketing in/jonnyross Offsite SEO / Link building • Directories • Articles • Guest Blogging • Press Releases • Social Bookmarking • Social Media • Press Launches • Local Engagement • TV Appearances • Video • Photoshoots • Blog / Forum commenting • Writing a column • Mention people • Petitions • Link Out • Image creation • Webinars • Campaigning / Lobbying • Celebrity Endorsement • Interviews • Awards • Ask friends • Create Link bait! • Radio appearances • Reviews • Influencer Marketing • Client Testimonials • Broken Link Building • Stalk Competitors for ideas • Offers/coupons/deals • Infographics • Buyers Guides • Calculators • Product Placement • Trade Associations • Local/National Media • Local Charity • National Charity • Trade Events • Sponsorship opportunities • Quizzes • Suppliers
- 14. @jonnyross @fleek_marketing in/jonnyross Types of content• Blogs • Interviews • Case Studies • Reviews • Experiences • Trends (google trends/trendsmap) • Vlogs • Infographics • Lists • Content series • White papers • How to guides • Surveys/ Polls • Podcasts • Top comments • Quizzes • Checklists • History timelines • Industry / events roundups • Competitions • FAQ’s • eBooks • Day in Life • Seasonal Advice
- 15. @jonnyross @fleek_marketing in/jonnyross Places to share • Google + • Facebook Personal, Business and Group • Twitter Personal and Work • LinkedIn Company page, Personal Profile, Groups • Email Campaigns • YouTube • Share buttons • Guest Blogs • Related Blog/Popular posts • Annual Reports • Mention individuals and brands • Internal comms, staff emails etc • Service/Product pages • Events / Speaking • Paid content distribution (outbrain/onespot) • Nurture relationships with influencers • Email Signatures
- 24. @jonnyross @fleek_marketing in/jonnyross Position ZERO • Can give/include –Branding –An Image –Clicks
- 25. @jonnyross @fleek_marketing in/jonnyross One big difference How we speak and how we write is totally different This is about conversational content
- 26. @jonnyross @fleek_marketing in/jonnyross Examples • red lobster • best restaurants Manchester • best digital camera • Show me images of a red lobster • Hey google, where is the best place to eat in Manchester? • Alexa, where can I find a waterproof video camera that works with Facebook Live?
- 27. @jonnyross @fleek_marketing in/jonnyross Google AI has been reading 3000 romance novels to improve its conversational search ability
- 28. @jonnyross @fleek_marketing in/jonnyross How to win at this?
- 29. @jonnyross @fleek_marketing in/jonnyross 1. Still about the basics • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular
- 30. @jonnyross @fleek_marketing in/jonnyross On Site • Keywords • Content • Technical Aspect • Usability
- 31. @jonnyross @fleek_marketing in/jonnyross Off site • Relevancy • Links • Reviews • Reputation
- 32. @jonnyross @fleek_marketing in/jonnyross 2. Not mobile first but MOBILE full stop!
- 33. @jonnyross @fleek_marketing in/jonnyross 3. Longer tail keywords • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
- 34. @jonnyross @fleek_marketing in/jonnyross 4. Use words like • Who • What • Where • How • Best way to • How to • What is the best
- 35. @jonnyross @fleek_marketing in/jonnyross 5. Set up FAQ pages
- 36. @jonnyross @fleek_marketing in/jonnyross 6. Use Schema Structured Data, Rich Snippets, Mark up, Featured snippets, Microformats, Microdata, RDF’s
- 37. @jonnyross @fleek_marketing in/jonnyross Examples of Schema For Paragraphs <h2>QUESTION</h2> <p>ANSWER</p> </div> For Lists <h2>QUESTION</h2> <ol> <li></li> <li></li> <li></li> </ol> </div>
- 38. @jonnyross @fleek_marketing in/jonnyross Examples of Schema • Reviews • Organisation • Local Business • E-commerce • Events • Recipes • Jobs • News sites
- 39. @jonnyross @fleek_marketing in/jonnyross 7. Incorporate intent
- 40. @jonnyross @fleek_marketing in/jonnyross 8. Optimise for local • 22% of voice search is for local intent, capture “near me” search – Highly optimised and verified google business page – Reviews – Local business schema – Use local extensions in AdWords – Photographs on google business page – Local Links
- 42. @jonnyross @fleek_marketing in/jonnyross Position ZERO • There currently can only be one winner • Anyone not doing anything will loose out • Limited time only – google will monitise this
- 43. @jonnyross @fleek_marketing in/jonnyross How we can help • Digital Strategy & Campaigns • Web design • Training & Consultancy • Paid & SEO • Advertising • Social & Email • Content & PR
- 44. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Find me online @jonnyross @fleek_marketing LinkedIn /in/jonnyross
Hinweis der Redaktion
- Super profitable if you know what you’re doing So much data being available
- Super profitable if you know what you’re doing So much data being available
- So for me SEO is common sense its nothing more than Create great content Ensure this content is accessible to search engines. Make pages unique and relevant Make the content popular
- For me there are two distinct sides to SEO, onsite and offsite Onsite being your own website and offsite being everything else online that has something to do with you w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- Ok so you have got all these keywords, you then need to take them all to Google keyword tool here you can enter them all and find even more! I suggest working on hundreds of keywords, not just 5 or 10… if you want to be top for “Gifts” the only way you will ever be top for a keyword as competitive as this is by being present in Google search for all keywords surrounding gift ideas…. You want to generate as many keywords as possible
- This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month, In fact in a lot of examples I show only 10 or 20 searches per month This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts” Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- So a link profile can be built using some of the following There is a list on the screen, but I am just going to highlight some of them. Posting to directories These can be divided into three groups – General, Niche & Local. General would be directories such as White or yellow pages and so on. Niche obviously refers to directories relating specifically to your area of business, and local is anything based in your own area. All three can be useful, and while they may not attract so many visitors as other methods mentioned, they can be very useful in terms of mapping your location and influencing your ranking on Google Maps. Link Directories There are two basic varieties here – General Link Directories, which accept basically anything and everything, and Niche Link Directories, which are industry specific. The former, are really not worth investing time in – the sheer volume of links is immense and consequently the links are not terribly credible and these sited generally have a poor page rank. By all means, submit to one or two each month for the sake of link diversity, but do not consider these sites a priority. Niche directories on the other hand, can be very worthwhile as they specifically target people interested in your field. For example, if you run a Party Goods Website, directories focusing on Event Management, Entertainments and the like, are more likely to be accessed by people that your site will be of use to. The more selective choice of links published also contributes to the directory site having a better page rank, giving your own link more credibility. Guest blogging Many blogs are happy to accept relevant, well written guest posts, and will link back to your site in exchange for quality content. A link to your site on a relevant blog, can attract a huge amount of new traffic and do wonders for your Google rank – especially if the site you’re posting on already has a high rank of its own. Articles & Press releases Submitting an article, or press release to sites such as Article Dashboard or 24-7 Press Release can be a great way to expose your link to a new and wider audience. Don’t allow your standards to slip though – only submit content you would be happy to have on your own site, as it is still a direct representation of you. Also, don’t be tempted to submit the same content to a dozen different sites – it will be noticed, and do your site more harm than good. Keep your content unique and useful and this can be a worthwhile exercise. Social bookmarking Much like Social Networking, Social Bookmarking when it is social bookmarking sites done well, can be a very valuable tool. As with Facebook & Twitter, StumbleUpon & Digg buttons are an almost essential part of any great web design. Again, there are a huge number of platforms to choose from, so do a little research and decide which are a good fit for your project. Social sharing Facebook, Twitter, Pinterest… love them or hate them, social networking is here to stay. In an age of smart phones and a need for constant, current information, any website not giving it’s readers the option to follow them on their favourite network, is taking a big risk. Social Networks allow you to build a community around your brand, encourage users to share your content, and ultimately, widens your potential audience. Initially setting up the pages can be time consuming, but it really is worth it in the long run. If you’re overwhelmed by the variety available, pick perhaps three of the most popular networks and concentrate your efforts on those. Personally, I’d recommend Facebook, Twitter, and Pinterest is a good third as a current rising star of the online world. Local engagement, with local shops and communities If you have a bricks and mortar retail unit, speak to local shops and local communities to see if you can guest blog, link to each other, offer each other resources online. Do something for charity This tends to get the charity or a online article linking to you Suppliers Speak to suppliers and see if they will link to you Blog Commenting A quick search for ‘[your niche] blog’ will return countless results of blogs you can get commenting on, and this can be a great way to build new links. Be selective though – choose blogs that are relevant to your business, and make your comments useful and relevant too – avoid just a ‘great post!’ or ‘I agree!’ – These just look spammy and won’t encourage people to visit your site. forum commenting (babycentre, mothering.com, for baby related products, charity forums for particular audiences.. Maybe animal trust for pet related etc) Create Link Bait Link Bait is any content or feature, within a site, designed to catch people’s attention and interest. A funny photo, a great info graphic, a must have app… Anything that people are drawn to and feel compelled to share with their network. Of course, this list is by no means exhaustive. There are many other ways of successfully building links, but if you’re just starting out, these ideas can help build a solid foundation to build on. Remember too, that linkbuilding is not just about getting your name out there. It’s about networking, building relationships and trust to grow a solid, diverse and ever expanding profile of back links to your site. Use the ideas above and challenge yourself to create ten new backlinks today. Do the same tomorrow, and then again everyday for a week. As your traffic grows, you’ll see for yourself how worthwhile the process is. Good Luck! Trying to utilise all of these different web properties to create a solid spiders web around your site
- Speaking to google we may say “ Hey google, where is the best place to eat in manchester?” we talk to these devices like they are friends.! If typed we would have probably typed “best restaurants manchester” "best digital camera” will start to disappear, and hyper-specific searches will become more popular. Example: “Alexa, where can I find a waterproof video camera that works with Facebook Live?” Offer quick, succinct answers to questions that voice searchers are asking.
- So for me SEO is common sense its nothing more than Create great content Ensure this content is accessible to search engines. Make pages unique and relevant Make the content popular
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation