How to get more leads by being SEO friendlyJosh Whiten Digital Marketing Director

@JoshWhiten@SagittariusMktg@JoshWhiten

the agency.› based in London & Ashford, Kent› team of 22› turnover £1.2+m› creative, technical and strategy

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growth acceleration programs.

digital marketing that drives traffic and creates raving fans.

ecommerce websites and apps that convert more sales.

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

seo paid search social strategy content strategy email marketing

website design & build mobile u/x and optimisation global ecommerce digital transformation

growth acceleration programs.

clients.

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endorsement.

Best Website User Experience Best Tour Operator Website Best Sports Travel & Tourism Website 12th Elite Agency

Southern Marketing Business of the Year

Best Travel & Holidays Ecommerce

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Healthcare & Pharmaceutical Category

how to get more leads

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• Get more visits• Get more relevant visits• Get more leads, enquiries and conversions• In other words, be more seo friendly

@JoshWhiten

how to be more seo friendly.› Demystify Search Engine Optimisation› Pass on some practical tips› Help you increase traffic and rank higher› All based on 13 years SEO experience

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what is seo?

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your answers…

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what is seo?• Dark art• Technical• Meta keywords and tags• Lots of links• Google

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what actually is seo?

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• An Algorithm of 200 ranking factors• Off Page SEO - sharing• On Page SEO - content• Google

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on page seo.

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Understanding how search engines work, then helping them understand your website and content.

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off page seo

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Making your brand appear more popular online by being shared, linked to and talked about.

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@SagittariusMktg

golden rules.›Won’t get ranked if you don’t talk about it›Depth, breadth and uniqueness of content› Search results are dynamic›Quality not quantity of backlinks›And…

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seo never ends.

on page considerations.

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• Technical clean bill of health• Link content to target keywords• Not about keyword stuffing• Shareable link bait• Structure (Mega pages and silos)

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on page issues.• Missing page titles• Common page titles• Missing meta descriptions• Duplicate content• But more of that later…

content planning.

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• Answer audience questions• Not just text

content calender.› Seasonal› Topical› Core› Promotional

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off page opportunities.• Citations/Local• Media/PR coverage• Industry/Vertical sites• High Authority links (Wikipedia, .ac, .gov)• Blogs• Social Media

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citations.

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• Brand mentions without links• Some SEO value• Upgrade to links• Local – NAP• Google brand• Set up Google Alerts

media.

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• Past media coverage without links• Use links:, GSC, OSE• Request link from Webmaster• Amplify past coverage with links• Discover media for SEO value (Rigzone,

Oilvoice)

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industry.• Exhibitions• Sponsorship• Trade Associations• Professional Bodies• Trade Press• Review competitor backlinks

authority.

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• Very high SEO value• .ac domains (OUBS)• .gov domains• Wikipedia listing• Wikipedia references

blogs.

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• High value for SEO• Sector specific• Treat like media• Offer content• Build engagement• Overlap with media and social

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social.• Social Signals• Referring Traffic• Direct lead generation• Not all networks• LinkedIn Page, Twitter, Google+, YouTube

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final thought.Sometimes the best SEO is not ‘doing’ SEO.

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the slightly technical bit.

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fixing technical seo issues.

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• Common types of issues• How to find them• How to fix them

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why technical SEO?

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• The Algorithm of 200 factors• Give website clean bill of health• Remove excuses for Google• Start to see improved rankings

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causes of seo issues.1. Content or websites changing2. Google changing its mind3. And…

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… web developers

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Google does not like:

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• Duplicate content• Broken content• Incomplete content

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chamber of horrors.

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no canonical redirect.• http://domain.com • http://www.domain.com

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duplicate domains.• www.domain.co.uk• www.domain.com

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dev site indexed.• stg.domain.com • dev.staging.com

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broken content.• 404 errors• soft 404’s• internal links

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dirty url’s.• domain.com?pageid=15+src=asc • domain.com/friendly-word

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poor optimisation.• missing page titles• common page titles• missing meta descriptions

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find and fix.

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• Block in robots.txt (and remove from Google)

• 301 Redirect• Improve content

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tools.

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• Google Search Console (Google Webmaster Tools)

• Copyscape• site:www.domain.com• SEMrush, Moz• Screaming Frog

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round up.

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Constant process of fine tuning:1. Investigate leads2. Check issues 3. Fix or improve4. Test your fix5. Repeat

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questions.