eGenie: Un-masking the Secrets of SEO

© eGenie www.egenie.biz

Unmasking the Secrets of SEO


Me

• Google AdWords Certification• Google Analytics Individual Qualification• Bing Accredited Professional• Google ecommerce Certified•MSc Applied Economics & Data Analysis

• Large corporations – Web Analytics• Essex SMEs – Online Marketing


Who are eGenie?

eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEsBing & Google certifiedDelivering increased profit


How do we do that?

We fix two problems that all website owners face:

• Visitors do not come to my site…

• Visitors do not convert into Customers…


Introduce yourself

Name Company What SEO do you do? What are you looking for today?


Agenda

•Why Optimise for Search Engines?•How do Search Engines Work?• SEO Signals•What you can do to improve SEO• Link Building•Keywords• Top Tips & Tools


Why do you need SEO?


What is SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

Wikipedia


Affecting Visibility = Marketing


How Many Websites?


How Many Websites?

As of January 2014 there are around 861,379,000


Needle in a Haystack


Where you rank matters!



Why SEO?

•People increasing look online for solutions•Open up new markets• Stay ahead of the competition•Promote your business



SEO is Difficult & Expensive





How do Search Engines Work



How many web pages?


60 Trillion60,000,000,000,000







Algorithm

•Panda Site Quality

•Penguin Unnatural Links to website

•Hummingbird Search Intent


The Three Search Types

•Navigational• Informational• Transactional


Navigational Search


Informational Search


Transactional Search


Search Engine Limitations


Limitations

• Security – Log In• Forms•Rich Media• Videos• Images• Audia

• Flash / JS• Link Structure


How we see a website


How Google sees a website


SEO Signals


Ranking Signals

•Page Link Authority•Domain Authority• Social Authority•Page Keyword Usage•Website Structure• Freshness & Originality


Page Link Authority

•Number of links to the page•Number of domains linking to page•Authority of website linking to page


Domain Authority

•Number of links to the your domain•Number of domains linking to your domain•Authority of website linking to your domain


Social Authority

•Number of Google +1’s•Number of Facebook Shares/Comments/Likes•Number of Tweets


Page Keyword Usage

•Keyword similar to body text•Keywords in H1 tags•Keywords in Title tags•Keywords in Meta Description


Website Structure

•Number of links on page•Number of words on page•Number of image tags•Number of internal links to page with keyword•URL length (Neg)•URL contains hyphens (Neg)•Page load speed (Neg)


Freshness

•Number of new links•Number of new domain mentions•Number of new pages indexed


Link Building


Where to build links

•Relevant•Authoritative• Trusted•Popular•Non-spammy


Link Building Strategy

•Guest Blog•Customers website•Directories• Forums• Trade/Supplier websites•Write great content• Share on social


Keywords


Research

•What keywords currently work for you?•What are people looking for?•Understand the Long-Tail•Check against Keyword Traffic•Research top ranking websites


Your Keywords


Competitor Keywords


Keyword Traffic Volume - Cheap vs Cheapest


Top Tips


Think Like Google

•Advertising Revenue•Most Chosen Search Engine•Best Search Engine•Most Relevant Results•Best Websites


Best User Experience

• Fast Website•Work on all devices•Relevant Content• Friendly Navigation •Media•Up-to-date Content


Social Proof

• Links – Links – Links!• Social Media


Help the Search Engines


Register Site with Google & Bing• Submit site to index• Submit Site-Map• Show Google your products, address, events• Set target countries (if not co.uk)• Submit pages to the index• See what Keywords Google recognises


Submit Site -Map

•Helps Search Engine understand your site


Create Internal Links

•Use Keywords in Links

Click here

Buy Green Welly Boots


Include Keywords Theme in Body


Meta Tags

•Unique• Include Keywords• Title = 60 characters•Description = 155 characters•Description should sell like an ad•Keywords = leave blank


Alt Tags


Alt Tags


Headings <H1>

Headings are ImportantHeadings are important because Google uses them as a

signal – they are telling the reader & Google what the page

is about.

Sub-Headings too!Also important. Visitors can glance through your content

and make a quick appreciation of what the site is about.

Equally, Google uses them to understand how the content

is presented and its topic.


Summary

• Search Engines want to deliver relevant results• It is essential to rank well for keywords• Think like Google when developing your website•Build links to show popularity•Make it easy for SE’s to understand your site•Do your keyword research•Give your users a great experience


Tools


Tools - Speed


Webmaster Tools


Nibbler


TagCrowd


Any questions?

Internet

eGenie: Un-masking the Secrets of SEO