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Practically Teaching SEO in a classroom

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Page 1: Practically Teaching SEO in a classroom

Secret image from theOatmeal.com

Page 2: Practically Teaching SEO in a classroom

Run through what we do today

• Who I am what I do• Technical vs Practical definitions of SEO• How Search engines work• Why do we need SEO – some big numbers to impress you• SEO research, plan, target and measure

– do a few tests at http://whichtestwon.com/ etc• How to do SEO with a case study – the new [client] campaign • Outline the multi agency strategy and then look at specific

– goal– measurement– research– plan

• You do SEO – goal, measure, research, plan– Crazy but true

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Big numbers

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me

Past clients

Present clients

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What is SEO - technically

• From Wikipedia– Search engine optimization (SEO) is the process of improving the visibility of a

website or a web page in search engines via the "natural" or un-paid search results. Other forms of search engine marketing (SEM) target paid listings.

– In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.

– As an Internet marketing strategy, SEO considers how search engines work and what people search for.

– SEO may target different kinds of search, including image search, local search and video search.

– Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

– Promoting a site to increase the number of backlinks or inbound links, is another SEO tactic.

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Basically, getting websites into position #1 of the “free” listings

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#1: that’s where all the traffic goes

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What is SEO - practically

• SEO is getting people to your website and getting them to take the actions you want (normally to buy something)

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SEO turns out to be a lot of things

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Think about what you put on the internet – do you want people to see it?

• Does this happen by magic or by science?• Science can be researched, measured and

replicated

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How search engines work

• They Crawl the web• Imagine the World Wide Web as a network of

stops in a big city subway system.• Each stop is its own unique document (usually

a web page, but sometimes a PDF, JPG or other file). The search engines need a way to “crawl” the entire city and find all the stops along the way, so they use the best path available – links.

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How search engines work

• When a person searches for something online, it requires the search engines to scour their corpus of billions of documents and do two things –

• first, return only those results that are relevant or useful to the searcher’s query

• second, rank those results in order of perceived value (or importance). It is both “relevance” and “importance” that the process of search engine optimization is meant to influence.

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Why do we need SEO?

Sales drop by £10 000 a week = £40 000 loss

Sales drop by £7 000 a week = £42 000 loss

Sales drop by £9 000 a week = £45 000 loss

Brand keyword revenue was about 25% up over the same period

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The pie is big, where do you bite?

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Mobile growth - exploding

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Mobile growth – lots to learn

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How to do SEO

• Know your goals• Measure onsite• Measure offsite• Research (lots of it)• Plan • Execute• Measure throughout

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Set up your ONSITE measurements

• Google webmaster tools• Google analytics• 3rd party error checking tools like SEOmoz• Find your success urls to set up your goals

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Google webmaster tools

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Google analytics

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Seomoz crawler

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Measure OFFSITE

• Google Keyword tools• Marco Polo (private tool)• SEOmoz Opensite explorer

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Research: Find your keywords

• Google keyword finder

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Research: Find your worthwhile keywords

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Research: find your competitors

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Measure: track your competitors

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Research: All the websites linking to TTL hompage

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Research: the text used to link to TTL homepage

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Research: learn from competitor backlinks

Notes• Significant number of links from

travel websites. Extra valuable as they also send buying traffic

• Timebased events are where they have sponsored an event or were linked to as a travel reference from a conference that has now passed

• A number of links were due to that fact that they could be used as an easy reference for train times

• I will follow the Twitter users with the [client] twitter account

Reference site; 27

Blog; 18

Student site; 13

News sites; 12

Timebased event;

10

Twitter; 8

Unique business oppor-tunity; 5

Own site; 2

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Now I know

• What keywords are important for me• Who my competitors are for those keywords• What works for my competitors• Where they get their links from• I’m measuring so that I can see the impact of

my work over time• … time to make a plan

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A big picture – how it all comes together

• [Client] wants to push their [super cool] application over the next 6 months

• Saatchi does overall creative concept, negotiates rights for celebrity that matches their campaign, produces artwork, TV and radio

• A celebrity will be the face of the campaign (show storyboard)

• Online agency must support the campaign, make it more effective and show 6:1 roi for all work undertaken

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Web Agency supplies online strategy

• SEO provides research and measurement to make sure it all works and measure success

• Agency has some knowledge – Soc Med is powerful, but better if incentivised. Rise in mobile. We also see what works for competitors

• A lot of money is going into promoting the term “[campaign term]”

• ++ Must make sure to rank for key campaign term! ++

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How does onsite look?

• How does the [client page] look like that will be the landing page of the whole promotion? Put the url into Google.

• What does the search result look like?

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What keywords do people use for [campaign term]?

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1 Page titleCurrent: [current]Change to: [new]

2 MetadescriptionCurrent: noneChange to: [new]

This is how the new pages will look

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Get to #1 ASAP - Seomoz keyword research

• Go to seomoz opensite explorer and find out what its going to take to beat the current #1

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The plan

• An incentivised social media competition with lots of partners– Lots of links, lots of traffic, lots of social sharing

stuff

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Actual example Landing page redacted. This is a good example of one though

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Remember: measure

• Seomoz – to measure links• Majestic seo – measure link growth • Google analytics – to measure traffic to this

page

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What if we don’t get to #1?

• PPC• More links – PR• Tweet and FB more for recency• Buy links?

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Now what is your business?

• If you are your business - what do you have to do to rank for your name?

• Search your keywords GKT• Find competitors – how many links do they

have in Seomoz?• What will your onpage look like?• What will your SERP look like? (seomofo.com)• Where will you get links?

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Crazy scenarios

• OMG you got caught taking cocaine at a nightclub, every news paper writes about you– What will the search results for your name look like?

• OMG your most famous footballer cheats on his wife with a prostitute and gets caught

• OMG your girlfriend found out you cheated on her – and now image search for your name is?

• OMG one of your employees beats someone up and says they love Hitler