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Tools for SEO - Bizcamp Belfast 2013

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Tools for SEO - Bizcamp Belfast 2013

  1. 1. Top Tools in Your SEO Tool Kit Denise Cowan, Digital Marketing Manager & Lea Glover, Digital Marketing Executive The Web Bureau Ltd www.thewebbureau.com | info@thewebbureau.com @thewebbureau facebook.com/thewebbureau linkedin.com/in/thewebbureau
  2. 2. Who We Are The Web Bureau is an award winning digital agency We specialise in... • Engaging Website Design • Effective Ecommerce Delivery • Customised Content Management Systems • Creative Digital Marketing Strategies • Interactive Digital Training and Mentoring
  3. 3. What is SEO?
  4. 4. Why Is SEO So Important? • You are targeting a mass market that is actively searching for YOUR Products & Services
  5. 5. Why Is SEO So Important?
  6. 6. Background to SEO • People use search engines: 2.7 billion visits to Search Engines in December 2012 by UK internet users • Most people use Google: 9 out of 10 searches in the UK are conducted on Google • Search & Buy: 1 in 5 searches ends up on a retail website • Searchers don’t look far: Only 7% of Internet users look past the first three pages of search results • Social Media is part of everyday life now: Most searched for term in the UK is.... ‘Facebook’
  7. 7. SEO Tools
  8. 8. Google Webmasters • Free Service for Website managers • Verify your site ownership • Monitor the health of your website • Submit and check sitemap • Identify internal, external & broken site links • View keywords people used to find your site • Identify crawl errors & check site speed • ‘Fetch as Google’ - allows you to see a page as Google sees it • Manage geographic targeting Resources: http://support.google.com/webmasters/
  9. 9. Google Analytics • Measure website performance • Detailed Statistics about website traffic and sources help to identify where to focus your SEO efforts • Create customised reports  Identify keywords driving traffic to your site  Identify most engaging content, popular pages - number of visits, average visit duration, bounce rate, percentage of new visits  Audience demographic s - country, language, browser behaviour  Segment visitors from search engines, direct visits, social network referrals & other referring sites  Conversion tracking shows goal completion - track newsletter sign-ups, enquires on a contact page, sales & drop off points on e-commerce websites Resources: http://support.google.com/analytics/
  10. 10. Google Keyword Tool • Used for organic and paid search research • Removes the guess work - no point ranking for words people don’t search for • Helps eliminate over-use of internal or industry jargon • Provides valuable insights into how users search online • Indicates popularity and competitiveness of keywords that are relevant to your business • Provides additional suggestions you may not have considered • Identifies related keywords • Filter list by category, country, language and devices Resources: https://adwords.google.com/o/KeywordTool
  11. 11. Google Keyword Tool Dashboard
  12. 12. Google Trends • Formerly Google Insights & Trends were separate, now amalgamated into one • Tool for performing keyword research – complements Google Keyword Tool • Identifies hot topics, searches and emerging trends • Related keywords based on popularity • Great for SEO content creation – identify topical themes for blog posts • Basing your content on what people are searching for will boost rankings! • Can help define advertising messages • Regional and seasonal insights • Help define new markets Resources: www.google.com/trends/
  13. 13. SEOMoz Open Site Explorer • The search engine for links • Search engines look at links to determine a website’s popularity and authority • Higher authority = higher rankings & traffic • Identifies links pointing to your website • Highlights broken links • compare competitor links • Filter information by top pages, linking domains and anchor text • CSV export reports • New feature called ‘just discovered’ shows new links as fast as 4 minutes old! • *Limited access as guest user Resources: www.opensiteexplorer.org
  14. 14. Microsoft IIS SEO Toolkit • Make your website more search engine friendly! • Large site crawl • Discover common website issues • Canonical errors - duplicate content • Title Tags – missing, too short/long • Meta Descriptions – missing, too short/long • H1 tags missing • Alt tags on images - missing • Coding errors – invalid mark-up • Unnecessary redirects • Enables you to take action and optimise it better • Provides recommendations and guidance Resources: www.iis.net
  15. 15. Link Assistant Rank Checker • Reports can be set up to check your search engine rankings • Shows if your site moved up or down in search results • Suggests other relevant keywords • Supports 341 different search engines • Competitor tracking – Compares up to 5 websites at once • Saves time! Resources: www.link-assistant.com/rank-tracker/
  16. 16. Google Alerts Tracking • Your articles • Competitors articles • Competing websites • Keywords • Product reviews • FAQs Resources: www.google.co.uk/alerts
  17. 17. Social Optimisation Tools • Google + • YouTube • Pinterest • Facebook • Twitter • LinkedIn 2010: Matt Cutt's announced that Google definitely uses social signs in calculating rankings. 2012: The Year That SEO and Social Media Got Married Social search ultimately relies on people and not algorithms
  18. 18. Content Distribution Channels Content Marketing • Fresh content on website blog. Very Important! • Guest Blogging • Article Submission Sites • Online PR Submission • Industry News Sites • PDF Document Sharing • PowerPoint Presentation Sharing • Email Marketing
  19. 19. Visual Content Marketing to Grow in 2013
  20. 20. Signal Signals on Open Site Explorer
  21. 21. Further Reading Online Books • Matt Cutts (Google Blogger)  www.mattcutts.com  McDonald, Jason (2012), SEO Fitness Workbook, • Search Engine Land Your Step-by-step Guide to  http://searchengineland.com Dominating Google and Bing • SEO Moz  www.seomoz.org/blog • SEO Book  Enge, Eric et al. (2012),  www.seobook.com/blog The Art of SEO, Second Edition • SE Round Table  www.seroundtable.com (Eric Enge, Stephan Spencer, Jessie Stricchiola & Rand • State of Search Fishkin)  www.stateofsearch.com • Smart Insights  www.smartinsights.com/blog • E-Consultancy  http://econsultancy.com/uk
  22. 22. Top Tools in Your SEO Tool Kit Denise Cowan, Digital Marketing Manager & Lea Glover, Digital Marketing Executive The Web Bureau Ltd www.thewebbureau.com | info@thewebbureau.com @thewebbureau facebook.com/thewebbureau linkedin.com/in/thewebbureau

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