View
6
Download
0
Category
Preview:
Citation preview
Get Traffic!
Get Traffic!will be starting shortly
Get Traffic!
Get Traffic!7 weeks to SEO success
Get Traffic!
Who are we?
Justin Deaville
Get Traffic!
Who are we?
Justin Deaville Owen Powis
Get Traffic!
Also featuring ...
Julie McNamee
Get Traffic!
Why is SEO so important?
Pay per click adsMore PPC ads
appearhere
6% click on ads here ...
or here.
Organicresults:
Organicresults:
42% click on the 1st result
Organicresults:
42% 1st
2nd
3rd
4th
42%
12%
9%
1st
2nd
3rd
6% 4th
1st page clicks?
1st page clicks?
1st page clicks?
90%
* Percentages will vary by keyword
*
1st position
10th position
1,400%
1st position
10th position
Get Traffic!
The next seven weeks
Today: SEO Foundations Webinars Videos
Get Traffic!
Forthcoming webinars How To Create a Site Structure Google Will Love February 5th: (12pm, Eastern time; 5pm UK)
Get Traffic!
Forthcoming webinars How To Create a Site Structure Google Will Love February 5th
How to Sell More of your Most Profitable Products February 26th
Videos and webinar recordings
Get Traffic!
SEO Foundations
Over to Owen
SEO FoundationsThe easy* guide to SEO
* may be difficult
What is SEO?
Marketing- SEO traditionally comes from the marketing budget- Has to fit with traditional marketing strategies
Web Development- Much of SEO is web development best practice- Often down to web developers to implement
Off Site
On Site
Search Engine Optimization
How search engines work...
How search engines work...
From the web to you
- Crawling and Robots (How they find you)
- Indexing (How they store you)
- Query Processing (How they rank you)
Robots.txt => Sitemap => Crawl
Crawling and Robots
The Internet
Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
Core Aspects of SEO
What is a Keyword?How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
Head
Body
Tail
What is a Keyword?
Head
Body
TailMotorcycleMotorcycle LessonsMotorcycle Lessons in London
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
What is a Keyword?
Head
Body
Tail
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
SocksBlue SocksAlpaca Wool Blue Socks
Motorcycle-lessons.co.uk
Cheap CBT Test
LondonBirminghamGlasgow
Cheap CBT Test [Modifier}Cheap CBT Test {London}
What is a Keyword?
Head
Body
Tail
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
Keyword ResearchResearch- Search behavior- Finding keywords
Keyword ResearchResearch- Search behavior- Finding keywords
Refine- Stop Words- Duplicate terms- Values
Refine
Keyword ResearchResearch- Search behavior- Finding keywords
Refine- Stop Words- Duplicate terms- Values
Targeting- The Buying Cycle- Conversion rates
Refine
Great, so what do I do with these keywords?
- Page Content
- Key Elements
- Link Building (anchor text)
Title and Description Tags
These are both properties of the pages’ meta data
- Length
- Keywords
- Call to action
Off Site SEO
Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
?? ???
Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
LINKS
Link Building
What is it? Why do it?
Paid links - the reality
Where does it fit in to yourSEO strategy?
Link BuildingWhat is it? Why do it?
Paid links - the reality
Where does it fit in to yourSEO strategy?
Examples of strategies...
• Content Marketing• Promotions• Competitions
Social Media
Identify your audienceConnect with your audienceUnderstand your audience's needsEngage, don't broadcast
Brand and product awarenessMore sales/traffic channelsIncreased customer loyalty
It's all marketing really
Insight and Reporting
What are theyHow do they work?Common metricsSEO strategies
Analytics
What are theyHow do they work?Common metricsSEO strategies
Analytics
RankingsWhy follow them? How often?
Fluctuations
Tracking the head of a term
Low-hanging fruit, goals and objectives
Google Webmaster Tools
https://www.google.com/webmasters/tools/home?hl=en
Get Traffic!
SEO process (new sites)1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring
Get Traffic!
SEO process
1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring
Get Traffic!
SEO process (existing sites)1. Monitoring 2. Keyword research3. Site structure4. Site content5. Link building and promotion
Get Traffic!
Assumption: what works for Google ... Google market share:
US: >70%UK: >90% RedrawGoogle
YahooBing
Get Traffic!
Assumption 2: keywords
Both are keywords
Get Traffic!
Q&A
Over to you
Get Traffic!
Reminders
Webinar dates
Get Traffic!
Reminders
Webinar dates Next week: keyword research
Get Traffic!
Reminders
Webinar dates Next week: keyword research Case studies
justin@wordtracker.com
Get Traffic!
Thanks for joining us!
Recommended