1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1 Penguins, Pandas & Hummingbirds The Changing Face of Search.

1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1

Penguins, Pandas & Hummingbirds

The Changing Face of Search

2 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 2

• Welcome and Housekeeping• Introduction• Search Engine Optimisation• Break• Search Engine Optimisation• PPC• ScanMX• Close

Agenda

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4 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 4

FIRE!!!!!

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Comfort

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Available to download

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9 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 9

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What we do

• Pay monthly Support

• IT Support Credits

• Short term IT Support Cover

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What we do

Pay as you use IT Support

• New Starts & Micro Businesses• Support recorded by the minute• Invoiced monthly

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What we do

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What we do

Database Development

and Migration

App

developmen

t

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Who we do it for

• Small and Medium Sized Businesses• Schools and Colleges• Legal Practices• Engineering Companies• Media Companies• Multinational Software Developers• Psychologists

15 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 15

Call 0117 3 700 777Email [email protected] www.BristolitCompany.comTweet @supportbristolLinkedin bristol-it-company-limited

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Penguins, Pandas & Hummingbirds

The Changing Face of Search

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World Wide Web – Reality Check

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Vast Market

Great Opportunity

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7.1bn

2.1bn

49m

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Lots of money spent online

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So

urce

Office

of N

atio

na

l Sta

tistics

UK Online sales 2012

Ecommerce = £483bnEcommerce = 19% by value

B2C = £ 78.15bnB2B = £404.85bn

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Lots of different ways to get online

=

Lots of time spent online

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PCLaptopNetbookTabletSmart PhoneWiFi3G4G

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So, is your business ready?

• Phone systems in place to deal with calls?

• People to deal with enquiries?

• Stock to deal with uplift in orders?

• Logistics in place to deliver on new orders?

• Cashflow to meet increased demand?

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Is your site ready?

Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling & relevant content?

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A –

I –

D –

A –

Grab the ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

Does it tell the right story?

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Penguins, Pandas & Hummingbirds

The Changing Face of Search

28 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 28

So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

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Web Marketing is a Marathon

There are NO quick wins!

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Are you measuring?

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How many visitors does your site attract?

What do they do whilst they are there

How many pages do they look at?How long do they spend on the site?How does this compare against the targets set for the site?How many conversions occur?

SalesEmail contactSubscriptionCalls

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Google Analytics

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Traffic Sources

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Webmaster – www.google.com/webmaster

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Penguins, Pandas & Hummingbirds

The Changing Face of Search

36 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 36

What IS SEO?

37 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 37

Andy Poulton

SEO is the discipline of ensuring a web site is “Search Engine Friendly” in order to move the site higher in the Search Engine Results Pages [SERPs] without losing sight of the intended target audience, the customer.

What IS SEO?

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The Problem

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80% of web users use Search Engines

90% use Google

50% of users go beyond page 1

10% of users venture past page 2

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42 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 42

What’s the big secret?

Do the right things right

and

get the right resultsThere Isn’t one!

43 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 43

So Andy –

Are you going to tell us how to get to

in Google?

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Are you registered?

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www.mybusiness.co.uk

www.mybusiness.co.uk

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www.google.com/submityourcontent/website-owner/

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How do Search Engines Work?

Search Engines use Robots to discover and explore sites

Search Engines rank web sites against own unique criteria

Sites can be optimised if criteria understood

These criteria are NOT fixed !

48 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 48

So Andy –

Are you going to tell us how to get to

in Google?

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Probably the most important content on your web site

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Choosing Keywords

Think like a customer Think laterally Brainstorm Keywords Ask everyone Use tools such as

SEMRushKeywordSpyKeywordEye

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KeywordSpy

SEMRush

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Home Page

Searches ServicesPage

Searches

Keywords Keyword 1 25,000 Keyword 5 14,000

Keyword 2 19,756 Keyword 6 12,000

Keyword 3 10,000 Keyword 7 7,589

Keyword 4 3,756 Keyword 8 3,569

Keyword Spreadsheet

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Where do they go?

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Where to place KeywordsPage Content

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Where to place Keywords

Page Content

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Hummingbird – how it works and what it means

Previously on Google

Hotel Swimming pool Majorca

With Hummingbird

Hotel Swimming pool Majorca

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Hummingbird – how it works and what it means

Hummingbird means Google understands your whole search

not just the individual words

58 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 58

Hummingbird – how it works and what it means

You have to ensure that your keywords are grouped in the same way that people may

use them when searching.

“Scattering” them across the page is no-longer good enough

59 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 59

Writing great content

• Think about the message you want to convey

• List the features that you want to include

• Convert those features in to benefits

• Write the content – without thought to keywords

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Writing great content

• Read out-loud

• Edit

• Incorporate your keywords

• Cut the word count in half

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Ernest Hemingway’s Top 5 Tips for Writing Well

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Always use short sentences

Rule No. 1

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Use short 1st paragraphs

Rule No. 2

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Use vigorous English

Rule No. 3

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“Vigorous English is muscular, forceful. Vigorous English comes from passion, focus and intention.

It’s the difference between putting in a good effort and TRYING to move a boulder… and actually sweating, grunting, straining your muscles to the point of exhaustion… and MOVING the freaking thing!”

David Garfinkel

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Be positive, not negative

Rule No. 4

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Only use the gold

Rule No. 5

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“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.

“I try to put the shit in the wastebasket.”

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HTML Title

• about 80 characters• 3 or 4 keywords• Make each page title relevant to each particular page

Where to place Keywords

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Where to place Keywords

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Where to place KeywordsMeta Description Tag – aka “Snippet”

Limit to around 150 charactersUse on every pageCustomise for each page

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Meta Description Tag – aka “Snippet”

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Alternative Attribute – aka Alt Tag

– Every Image needs one– Build Keyword Count– Comply with Disability Discrimination Act - Accessibility

Where to place Keywords

74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74

Alternative Attribute – aka Alt Tag

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HTML page name

www.bristolitcompany.com/seo-seminar

– Images

seo-seminar.jpg

• Use keywords for Text Links [Anchor Text]

Name files with keywordsWhere to place Keywords

76 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 76

A “Virtual” Highlighter for the Search Engines

Header Tags <H1> </H1>

<H1> For IT support, app and software development in Bristol and the South West…</H1>

Where to place Keywords

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Page Content HTML Page Title Meta Page Description File / Image Names ALT Attributes Header Tags Navigation Link Anchor Text URLs

Where to place Keywords – A summary

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What Else Counts?

Backlinks

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Backlinkslink:www.thecompetition.co.uk

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Backlinks

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Backlinks

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What Else Counts?

Google will measure your site based on “relevance”

• The number of times it is clicked in a search

• Where is the site hosted?

• How fast the pages open

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Domain Name

• Does it include any Keywords?

• How long ago was it registered

• How long is it registered for?

What Else Counts?

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What has Changed?

Google Panda

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What is Google Panda?

• Change to the way Google evaluates sites• 1 poor page could impact whole website• Rolled out February 2011• Updated April 2012• Updated September 2012• Updated January 2013• Updated July 2013

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• Focus on Quality Content• Human reviews train AI on good/bad sites

• Site design• Trustworthiness• Quality/valuable non spammy content• Not “over optimised”• Speed• Would they return to the site

What is Google Panda?

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• Only use ORIGINAL content• Ensure content adds value• Content should be visitor focussed• Don’t overuse keywords/phrases• Quality Check ALL pages• Add fresh content regularly

Don’t get caught out

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What has Changed?

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What is Google Penguin?

• Change to the way Google evaluates sites• 1 poor page could impact whole website• Rolled out April 2012• Updated May 2012• Updated October 2012• Updated May 2013

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• Focus on Quality Backlinks• Links from Quality sites – OK• Links from relevant sites – OK• Links from bad territory = Poison• Links from Article Marketing = potential poison

What is Google Penguin?

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• Evaluate ALL backlinks [Google Webmaster]• Request removal from suspicious sites• Use Disavow Tool if request fails• Build links from quality sites

Don’t get caught out

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Remember

Your web site is for your

CLIENTS

not the search engines

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What e

lse ca

n

I do?

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www.google.com/places

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96 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 96

So Andy –

Are you going to tell us how to get to

in Google?

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Probably the

greatest marketing opportunity known!

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Google

Ads

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Pay per Clickaka PPC, Google Ads, Sponsored Links

Google Adwords 25 characters maxCheck out Google Advertising35 characters maxGet Started Today 35 Characters maxwww.google.co.uk Home page URL

www.google.co.uk/adwords Where the click lands

100 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 100

Is th

ere m

ore I

can do?

101 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 101

• Blogging• Video Marketing• Social Media

• Linkedin• Facebook• Twitter

• Email Marketing• Viral Marketing• Location based marketing• Smartphone apps• Article Marketing

Lots!

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104 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 104

What is it?

Spam and Virus filter for businesses running their own email server

Such as • Microsoft Exchange • Microsoft Small Business Server

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How does it work?

1. Email arrives at ScanMX for scanning2. Clean emails passed on to your Email

Server3. All incoming email is also backed up in our

secure datacentre4. Blacklist senders [ScanMX Premium]5. Mirrored ScanMX servers [ScanMX

Premium]

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How much does it cost?

107 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 107

How much does it cost?

108 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 108

How do I get it?

www.ScanMX.com

Free 30 day trial

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What’s Next?• Critically assess your site

• Research keywords thoroughly

• Ensure your keywords are in the right places

• Monitor performance

Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics

• Continually monitor your site’s ranking and make improvements where possible

110 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 110

Find us          

www.bristolitcompany.com  [email protected]

Follow us        

Twitter  @SupportBristolLinkedin bristol-it-company-limited

Phone us      

01173 700 777 

111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111