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SEO for Google in 2015
Hello I'm Dave Taylor from Webmedia
A little about you
Why are you here today?
What's your experience of SEO?
You can download these slides later today
http://www.davidtaylorwebmedia.com/googleseo2015
What is SEO?
A manipulation process that enables a specific website to rank highly for a search query or queries that are searched for by persons seeking your type of business
Why do SEO?
Part of a business visibility strategy
89% of purchasing decisions involve the Internet at some stage
Paid advertisingContent marketing - social media, blogging, videoEmail marketing
Understanding Google in 2015
Google's job is to return, for any given search query, the most relevant and trusted web pages
It is constantly changing to become better at this and to avoid those trying to cheat it
Your job is to make it easy for Google to put your web page in the top 10
Give Google what it wants
AuthorityRelevanceOriginalityTrustCredibility
How Google used to assess these
AuthorityRelevanceOriginalityTrustCredibility
On-page factorsIn-bound links
Where do you start?
If you want to rank Google page 1 for a specific search query then start by making your website one of the best 10 websites in the UK for that phrase
Example.. 'kitchen worktop maintenance'
I crafted this client website (especially home page) around that phrase
Look..at the top 20 organic ranking sites for your target phrase
Is your site one of the 10 best?
I hear you ask..
“but how do I know which phrase to target?”
The answer is keyword research
Let's look at a recent example..
Luxury self catering apartments on Lake Windermere
You can't just target the phrase with the highest search volume....
You have to consider competitor analysis
Domain ageDomain activityContent authoritySocial signals
Choosing the right keyword phrase(s) to target is critical. Do not rush. It can take weeks
Your action point number 1
Use the keyword research tool to decide what your target keyword is for each of your web pages
So now you have your home page target keyword..
How do you apply it?
Each page of your site should be crafted around a target phrase:
Meta data H1 tag has target phraseTarget phrase in narrative textMinimum content amount on pageFull contact details in footerKeyword attached to imagesAssociated on-page keywords
Your action point number 2
Benchmark your site for your target keywords
https://www.serplab.co.uk/
Your action point number 3
Craft each page of your website around a target phrase
What else gives your pages Google points?
Blog posts or new content (summary link)Embedded videoEmbedded mapEmbedded reviewsInternal site linksLinks out to other authority sitesContent authority Schema mark up
Your action point number 4
Check your own site against this checklist and make an improvement plan
What else is Google interested in?
Content authority
This is about building a reputation with Google that you are an expert authority in relation to a specific subject
How do you build your authority with Google?
Fresh published content (why blog?)In-bound quality linksReviewsSocial signals – share, like, comment, +1Consumer time on siteCitationsGoogle My Business – VerifiedBacklinked email marketingOptimise your content so Google understands it
Your action point number 5
Get active on content marketing (don't miss Google+)
Seek validations wherever possible
Your action point number 6
Encourage sharing of your content by providing a social share tool
Google is interested in good user experiences
So first and foremost create the best possible pages for your visitors
Keys to a good user experience
First impressions count – design quality
Load speed
Users are looking first for authority, credibility, relevance, and trust
Your home page should have short items, scannable lists and 'fast to understand' content
Your pages should be crafted around the needs of your target audience
Mobile responsive
Where is 'user experience' going?
By the end of 2018 75% of all content consumed online will be video
Google recognises click back on search results
Your page has less than 5 seconds to impress
Load speedQualityEase of finding what they wantedFulfilment
Power words
NewNowFreeYouBecause
The power of 3
Your action point number 7
Look through the top 20 websites for your target keywords. See what content they provide and how it is organised.
How can you apply this on your site?
Your action point number 8
Add business directory citations (yell.com)Google My Business (verified)Webmaster Tools – (see if Google is happy with everything it finds on your site)Seek new in-bound linksUse web grader
Local Search Results Vs Organic
What's the difference?
Any questions?
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