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James Copewww.ebusinessblog.co.uk
james_cope jamesccope
SEO Basics & Pay Per Click
SEO Basics & PPC
• SEO• Research• Onsite v Offsite• Easy wins & Bad sins
• PPC• Top Tips
SEO Basic Terms
• Keywords, Key Phrases, Search Terms• Meta Tags• Organic, Sponsored, PPC• Long Tail, Short Tail• Any others? Please Stop Me & Ask!
SEO Basic Terms
Organic or Natural listings
Pay Per Click / Sponsored Ads
SEO Basic Terms
Why SEO?
• 73% of visitors reach websites via search engines• 42% of stats are made up!
• Still a big route to market• 93% of searchers only look at page 1
Engine Market Share
Success!
• 73% of new visitors to your site will probably arrive via a search• It will probably be from Google.• It will probably be from a listing within the first 2 pages.• It will probably be from a natural result.• Your best chance of high CTR is if you are in the top 3 results.
Engine Market ShareDon’t Worry!
Forgotten Something?
Forgotten Something?
Tweak the Website!!!- SEO companies sometimes overlook
Steps 1, 2, & 3 - Research• Brainstorm Each Page • Keywords & Phrases – your visitors will be searching• Consider Competitors Sites• Look at Traffic Levels• Competition Levels – consider seasonal variations• Pick Your Battles
Pick Battles You Can Win
• Use Google Keyword Tool & Google Trends/Insights• Guide on my blog
< 1m
Research
• Try the Adwords Tool & Get Spreadsheet Ready
Research
Research
High Volume, Low Intent V Low Volume High Intent
Research – what that meansVolume – searches a month• Holiday accommodation 135,000 • Holiday accommodation Cornwall 2,900 • Holiday accommodation St Ives 720 • Self catering holiday accommodation St Ives 480
Competing Results• Holiday accommodation 4,570,000• Holiday accommodation Cornwall 354,000• Holiday accommodation St. Ives 188,000• Self catering holiday accommodation St. Ives 44,300
Step 3.5 – Complete the Research
• Choose Key Terms – 3 per page max• Be specific on sub pages
• Prepare to optimise!! – measure where you are now
Step 3.5 - Onsite v Offsite• 20% Onsite – stuff you tweak on your website
• 80% Offsite – tweaks to sites linking to your website– Directories, blogs, social media, reciprocal links
Onsite & Offsite•On Page Factors (20%-30%) •Off Page Factors (70%-80%)•1. Title Maximum 90 Characters•2. Body Text Word Count, Minimum 200 Words•3. Headings H1/H2/H3 & Bolding•4. Link Text (Anchor Text)•5. Domain Names, File and Folder Names•6. Related Words in the Text, Latent Semantic Indexing Score•7. Keyword Repetition, Proximity, Prominence About - 3%-6%•8. Alt tag attributes in Images and Links•9. Page Size and Code to Text Ratio•10. Search Engine Friendly Navigation No Session IDs•11. Number of Pages Indexed •12. Site Freshness/Update Frequency•13. Number of Outgoing Links and Relatedness•14. Domain Class (.edu/.org/.com..etc)•15. Site Map
•1. Age of the Domain•2. Number of Inbound Links•3. Links From Delicious, Technorati, Stumbleupon, squidoo •4. Inbound Link Text (Anchor Text) Keyword Focus•5. Age of the Domains Linking In•6. Age of the Inbound Links•7. Keyword Theme of Domain/Link Page•8. Google Page Rank of Inbound Link Pages•9. Directory Listings (DMOZ.org, Yahoo, - Second Tier Established Directory Listings.•10. Niche Directory Listings•11. Inbound Links From Authority or Subject Matter Expert Sites.•12. Domain Registration Length, the Longer the Better
Easy Wins & More
• Sort Page Titles & Descriptions
Easy Wins
Onsite - Easy Wins & More
• Spider Simulator Test• http://tools.summitmedia.co.uk/spider• How spider friendly the site is – not a strength test
Easy Wins
Easy Wins & More
• Sort Page Titles & Descriptions
• Spider Simulator Test• http://tools.summitmedia.co.uk/spider• How spider friendly the site is – not a strength test
• Other tools to test - Keyword/Phrase optimisation• View of saturation of keyword/phrases within site
content and elements• http://websitegrader.com/
• Visit SEOMOZ.org – Top Ranking Factors– Page Title– Internal Linking
• Do – Cover onsite elements – H Tags, Alt Tags, Images– Submit a site map– Consider a footer– DMOZ entry– Wikipedia entry
Easy Wins & Bad Sins
• Don’t– Link Buy– Domain Buy– Duplicate Content– Hide Text– Cloak Pages– Link with Bad Neighbours– Illegal Content
Easy Wins & Bad Sins
Step 4 onward - Offsite• 80% Offsite – tweaks to sites linking to your website
– Directories, blogs, social media, reciprocal links
• Give it time! – impatient use PPC!• Monitor Analytics
– Traffic level increase? – Eye on bounce rate – what is it doing?
• Use Ranking Check Software– WebCEO– Internet Business Promoter
• Should I Pay Someone?– Depends!
Is it working yet?
• Changes Afoot– Mayday Algorithm – long tail changes– Single Site Results – Personalisation– Video Indexing
• Read Blogs and keep updated– http://googlewebmastercentral.blogspot.com/ – http://SEOMOZ.org
Advanced Stuff
• Install Analytics• Do Your Research• Onsite Changes – be patient!• Work On Offsite• Measure, Change, Measure
SEO Recap
PPC v Organic Search
• Free
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
PPC v Organic Search
• Free
• More traffic
• Smarter people
• Longer lasting
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
Source: Marketing Sherpa and Enquiro Research
PPC v SEO
PPC = Liposuction• Fast & Easy• Expensive & Temporary
SEO = Working Out• More Time and Effort• Less £ & Long Lasting
Source: Hubspot
Great Uses of PPC
• Fast results– Don’t get addicted!
• Test conversions by keywords
• Promote short term events
• Test new products / markets
Basic PPC Process
Better PPC Process
PPC Basic Steps
1. Decide What
2. Set Up Ad Group
3. Craft 3 Ad’s in Group
4. Play Weakest Link!
PPC - Adwords Overview
PPC Top Tips
1. Target Right Audience– Time & date of search– Location– Language– Turn off content network
2. Research & Refine Your Keywords – Exact match [chosen keyword]– Long tail & Short tail
3. Spilt Test– Run multiple ads simultaneously– Kill off weakest link (CTR)
4. Track ROI – Make sure analytics installed– Adwords gives CTR as standard
PPC Top Tips
5. Include Targeted Keywords in Copy– Keywords in headline & description of ad– Better highlighting & grabs attention
6. Remember Benefits– Give them a reason to click– Include USP– Short & Succinct
7. Include Attention Grabbing Words– Buy Today - Save £££’s – Download Free Trial Now – Limited Offer– Free Postage
PPC Top Tips
8. Link To Relevant Landing Pages– Direct to page not homepage– Create a specific landing page– Nice display URL
9. Every Character Counts– Every character counts – 25 Headline + 35 x 2 body– Get rid of any unnecessary
10. Remember Objective– Get rid of freebie hunters– Quality traffic– Good - Low impression rate, CTR & High conversion– Bad – High impression rate, CTR & No conversion
Recap
• Research is Vital – pick your battles• Measure, Change, Measure – keep an
eye on stats – Google Analytics• Use software to help• Remember Onsite & Offsite • Consider PPC as a short term solution
Resources
• Measure, Change, Measure – keep an eye on stats – Google Analytics
• Use software to help– http://www.webceo.com – free version– http://www.ibusinesspromoter.com/
• W3C compliance check– http://www.w3.org/qa/tools
• Website grader– http://websitegrader.com/
• Read more– http://www.ebusinessblog.co.uk– http://www.keymultimedia.co.uk– http://
www.searchenginepeople.com/blog/how-to-write-ppc-ad-copy-four-templates.html
