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SEO: A Beginners GuideThe University of Nottingham#Ingenuity1617th March 2016
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Adam VowlesHead of SEOSUSO DigitalSusodigital.com
Adamvowles.co.uk@atvowles
What is SEO?
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What is SEO?
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What is SEO?
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What is SEO?
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SEO is HARD
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Example Website
https://www.lianmask.co.uk/
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ON SITE SEO(Technical)
OFF SITE SEO(Creative)
What is SEO?
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Collecting Data
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Series10
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Series 2
Keyword Tracking
Serp LabCost: FREE
https://www.serplab.co.uk/
WincherCost: FREE
https://www.wincher.com/
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12Google Analyticshttps://analytics.google.com
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13Google Search Consolehttps://www.google.com/webmasters/tools/home
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Brand MentionsGoogle Alerts• Free• https://www.google.com/alerts
Talk Walker• Free• http://www.talkwalker.com/alerts
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Brand MentionsBrand Terms:
• https://www.lianmask.co.uk/• www.lianmask.co.uk• lianmask.co.uk• lianmask• Lian mask
Keywords:
• serum mask• Innisfree• Mediheal• Face mask• facemask
On Site SEO
Keywords
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Keywords are thefoundation of online
marketing
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Long Tail Keywords• Three and four
keyword phrases
• Very specific
• Further along the Buying process
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How Do I Find Keywords?
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Auto Complete
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Related Searches
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UberSuggesthttps://ubersuggest.io/
• Keyword: “skincare”• Results: 250
keywords
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Google Keyword Plannerhttps://adwords.google.co.uk/KeywordPlanner
Architecture
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Website ArchitectureCreating a search friendly website that can easily be indexed
and crawled.
Best site architecture is flat, clean and simple with all pages organised in a logical order.
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Website ArchitectureCraft clean and descriptive URL structure:
Homepage: http://ao.com/
Main Category Pages: http://ao.com/fridges-freezers/
Sub Category Pages: http://ao.com/fridge-freezers/fridge-freezers.aspx
Meta Data
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Meta Tags
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Meta Tags
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Meta Tag Audits Screaming Froghttp://www.screamingfrog.co.uk/seo-spider/Crawl Up To 500 URLs For Free
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Meta Tag Audits Screaming Froghttp://www.screamingfrog.co.uk/seo-spider/Crawl Up To 500 URLs For Free
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16 Title Tags over 65 characters
Lianmask.co.uk Analysis
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40 below 30 characters
Lianmask.co.uk Analysis
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Need to include page keyword
Lianmask.co.uk Analysis
Header Tags
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Header Tags
Content
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41Love Fresh Unique Text Content Hate Thin,
Copied or Duplicated
Content
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Website Content
With all other things being equal pages with more in depth content ranks better.
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No Content on homepage
Lianmask.co.uk Analysis
No Content on category pages30 – 50 words on product pages192 words on blog posts
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Check what is indexed
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Website ContentRun a site search to see how many pages are indexedCompare to how many pages are on your site
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Website ContentHome page should appear as the first result
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Website Content• Foreign Language page indexed in UK search results• Use HREF LANG to specify language and location based pages.
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Website Content• www. HTTPS confliction• Redirects needed
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Website Content• Admin and search pages should not be indexed
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Website Content• Dynamic URLs Indexed
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Site Linerhttp://www.siteliner.com
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Fixing Duplicate Content
• Rewriting the content• Canonical Tag• NOINDEX Tag• Redirects• Robots.txt• Use Plugins (Yoast WordPress Plugin)
Structured Data
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Structured Data
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56Structured Data Testing Toolhttps://developers.google.com/structured-data/testing-tool/
Sitemaps
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Sitemap.xml A sitemap is a list of url’s contained on your site and can be used
to tell search engines about the contents of your site.
Your CMS may auto generate your xml sitemap for your site.
Visit http://www.yourdomain.com/sitemap.xml
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Sitemap.xml
Speed
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Website SpeedHaving a fast site is vital for both usability and search
rankings.
Site speed has become an increasingly important ranking factor.
Google measures time to first byte (TTFB) as a ranking factor.
Ideally all your pages should load within 1 second.
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Gtmetrixhttps://gtmetrix.com
Aim for 85%. Use CMS plugins to improve your score
Off Site SEO
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Creativity
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Link BuildingA link is a vote
Not all links are equal
Why would someone link to you?
Metrics to measure links
See http://pointblankseo.com/link-building-strategies
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Majestic.comMajestic Trusty Flow 15+Trust Flow and Citation Flow as close as possibleRatio should not be higher than 1.4
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Ahrefs.com
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Provide VALUE
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Become a AUTHORITY
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Linkable AssetsEvergreen content Topical ContentTop of the funnel contentBuying GuidesIndustry ResourcesResearch
ArticlesGuidesInfographicsVideosSlideshowseBooksWhite papers/case studiesIndustry surveysFree apps/tools
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BuzzSumo
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Solve ProblemsForumsYahoo AnswersQuoraHow To’sSite SearchCustomer QuestionsSocial MediaCompetitor Analysis
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If we build it they will come
(well NO)
Prospecting
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Google SearchGoogle Search
Keyword/Keyphrase + “become a contributor”
industryName + intitle:interview –job
Keyword/Keyphrase + ”top resources”
http://firecask.com/resources/search-operators-guide/
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The PressCreate a database of journalistsHARO (Help A Reporter Out)
• http://www.helpareporter.com/ Source Bottle
• http://www.sourcebottle.com/ Press Quest
• https://www.journalism.co.uk/get-enquiries-from-journalists/s235/
#JournoRequest#PRrequest
Outreach
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Link OutreachKeep a spreadsheet of your progress
Engaging subject lines are vital
Short emails work well
Follow up if you do not hear anything
Use Social Media
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SEO SummaryUnderstand the keywords your customers use
Never under estimate the importance of on site SEO
Fine tune your website for search engines and users
Create engaging content that users love
Create content designed to attract links
Tell people about it
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Thank You
Slide deck can be downloaded here:
Any Questions?
