Search Engine Optimisation for humans

*OK, maybe a tiny bit….

In plain English with no* jargon!

Jonathan Guy

Agenda• Why is SEO important for websites?

– Benefits of SEO– What are the SEO Basics?– Checklist for SEO basics

• How can you get to the top?– Content and how it influences ranking

• Google My Business– What is it?– What is the significance and relevance?

• Link building– The importance of Link Building

3 Rules of Google

Rule 1Google is just a machine

3 Rules of Google

Rule 2Nothing beats great content

3 Rules of Google

Rule 3One page one keyword

What is SEO?

The process of structuring data on your website so

search engines* can read and understand it

*and humans

What’s wrong with this advert?

This is the website…..

What will Google rank them for??

This is what Google can see

Agenda• Why is SEO important for websites?

– Benefits of SEO– What are the SEO Basics?– Checklist for SEO basics

• How can you get to the top?– Content and how it influences ranking

• Google My Business– What is it?– What is the significance and relevance?

• Link building– The importance of Link Building

Why is SEO important for websites?

• Google and other search engines have problems crawling and indexing

• Many websites are confusing• We don’t all speak the same language• The machine can’t see

What is this?

Why is SEO important for websites?

• Benefits of SEO

• What are the SEO Basics?

• Checklist for SEO Basics

Benefits of SEO

• 80% of a website’s traffic is organic• It actually works and will continue to work• People choose and trust the top search results• It is long term and cost effective• As other media decline search increases• Mobile is the future so optimisation is

essential• Your competitors are ahead if you don't do it

What are the SEO Basics?

1. On Site2. On Page3. Off site

On site optimisation

(This is the code bit)

• Title tags,• Header tags,• Meta descriptions

On page optimisation

(This is the content bit)

Off site optimisation

(This is the link building bit)

Checklist for SEO basics• Google Analytics• Google & Bing Webmaster Tools• Titles• Headers• Meta Descriptions• On page text• Clear targets per page• Image Alt Tags• Internal linking• Map existing pages to new website• Load speed• XML sitemap• Mobile friendly• Social links• Site not blocked!

Checklist for SEO basics

• Two good resources

• http://backlinko.com/on-page-seo• http://www.clickminded.com/seo-checklist/

Agenda• Why is SEO important for websites?

– Benefits of SEO– What are the SEO Basics?– Checklist for SEO basics

• How can you get to the top?– Content and how it influences ranking

• Google My Business– What is it?– What is the significance and relevance?

• Link building– The importance of Link Building

How can you get to the top?

• We know that Google wants to give people the best answers to search queries so…….

Why don’t you create the best answers?

• Originality• Headline• Action• Answers• Stimulating• Readable• Relevant• Engaging

What is good content?

How many words?What constitutes a good lengthfor a blog articleor a web page?

Content Length and Ranking

http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/

For all of these graphs, our content length data does not include any html, css, or javascript, but it does contain the text found in sidebars, which could inflate the data slightly compared to just looking at the main content area.

Content Length and Ranking

“For most SERPs it looks like at least 1500 words is a good target. This isn’t a steadfast rule – you’ll need to adjust this target to fit the niche that you’re in.”SERP IQ

What to write?

• Who – who are your target audience?• What – sort of things do they need to know

about what you sell?• Why - why should they buy from you (benefits)?• Where – where can they find you or where do

you operate?• When – when can they buy?• How – how do they get in touch with you?

Content Length and Ranking

1,612 words of copy in the main area of the page

Another 214 words of copy in the sidebar

Content Length and RankingH2 Heading

Relevant block of copy. In context and written for human, not machines.

Agenda• Why is SEO important for websites?

– Benefits of SEO– What are the SEO Basics?– Checklist for SEO basics

• How can you get to the top?– Content and how it influences ranking

• Google My Business– What is it?– What is the significance and relevance?

• Link building– The importance of Link Building

Google My Business

What is Google my business?• Google My Business puts your business info on Search, Maps

and Google+ so that customers can find you, no matter what device they're using.

• Give customers the right info at the right time, whether that be driving directions to your business in Maps, opening hours in Search or a phone number they can click on to call you on mobile phones.

• Google My Business helps you build a loyal fan base. Your customers can show their appreciation with ratings and reviews, use the +1 button to endorse your content and reshare your Google+ posts across the web.

Google My Business on Search

Google + and Google Maps

Why is it important?• Google promotes this content over all else (after all, it owns it…)• Google uses this information to decide what to serve to

searchers i.e. opening hours and phone number• You can target keywords and link back to your website• Your chance to brand properly• It’s the ‘new’ Yellow Pages’• Appears in the search results of anyone in ‘Circles’• Pin on maps• It’s free• It appears above the other organic listings….

Click for more

What to check for

• Relevant images• Add in the keywords of the services that are

important and link them back• Add video• One page per location• Get reviews – these give stars• Consider Street View Photographer

This is the future….

List of providers

Check out all their details

Ask for quotes…

http://searchengineland.com/google-home-services-ads-plumbers-locksmiths-san-francisco-beta-226469

Agenda• Why is SEO important for websites?

– Benefits of SEO– What are the SEO Basics?– Checklist for SEO basics

• How can you get to the top?– Content and how it influences ranking

• Google My Business– What is it?– What is the significance and relevance?

• Link building– The importance of Link Building

Link Profiles

• What does a good link profile look like?• What does a bad link profile look like?

• Why bother link building at all???

What does a good link profile look like?

Definitions

• Citation Flow is a number predicting how influential a URL might be based on how many sites link to it.

• Trust Flow is a number predicting how trustworthy a page is based on how trustworthy sites tend to link to trustworthy neighbours.

https://www.youtube.com/watch?v=gN0hAU8jkP8

What does a good link profile look like?eBay.co.uk next.co.uk

What does a good link profile look like?bbc.co.uk telegraph.co.uk

What does a bad link profile look like?

Where is the trust?

What does a bad link profile look like?

Why bother link building?

• Links are the single biggest ranking factor

• Competitors already build links

• Its good to share!

What have we covered today?

• Why is SEO is important for websites?• Content and ranking• Google My Business• The importance of Links

Any Questions?

Keep in touch!

LinkedIn

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Resources

• https://moz.com/• https://majestic.com/• https://moz.com/researchtools/ose/