© eGenie www.egenie.biz Unmasking the Secrets of SEO
Aug 03, 2015
© eGenie www.egenie.biz
Me
• Google AdWords Certification• Google Analytics Individual Qualification• Bing Accredited Professional• Google ecommerce Certified•MSc Applied Economics & Data Analysis
• Large corporations – Web Analytics• Essex SMEs – Online Marketing
© eGenie www.egenie.biz
Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEsBing & Google certifiedDelivering increased profit
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How do we do that?
We fix two problems that all website owners face:
• Visitors do not come to my site…
• Visitors do not convert into Customers…
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Introduce yourself
Name Company What SEO do you do? What are you looking for today?
© eGenie www.egenie.biz
Agenda
•Why Optimise for Search Engines?•How do Search Engines Work?• SEO Signals•What you can do to improve SEO• Link Building•Keywords• Top Tips & Tools
© eGenie www.egenie.biz
What is SEO
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Wikipedia
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Why SEO?
•People increasing look online for solutions•Open up new markets• Stay ahead of the competition•Promote your business
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Algorithm
•Panda Site Quality
•Penguin Unnatural Links to website
•Hummingbird Search Intent
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Limitations
• Security – Log In• Forms•Rich Media• Videos• Images• Audia
• Flash / JS• Link Structure
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Ranking Signals
•Page Link Authority•Domain Authority• Social Authority•Page Keyword Usage•Website Structure• Freshness & Originality
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Page Link Authority
•Number of links to the page•Number of domains linking to page•Authority of website linking to page
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Domain Authority
•Number of links to the your domain•Number of domains linking to your domain•Authority of website linking to your domain
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Social Authority
•Number of Google +1’s•Number of Facebook Shares/Comments/Likes•Number of Tweets
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Page Keyword Usage
•Keyword similar to body text•Keywords in H1 tags•Keywords in Title tags•Keywords in Meta Description
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Website Structure
•Number of links on page•Number of words on page•Number of image tags•Number of internal links to page with keyword•URL length (Neg)•URL contains hyphens (Neg)•Page load speed (Neg)
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Freshness
•Number of new links•Number of new domain mentions•Number of new pages indexed
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Link Building Strategy
•Guest Blog•Customers website•Directories• Forums• Trade/Supplier websites•Write great content• Share on social
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Research
•What keywords currently work for you?•What are people looking for?•Understand the Long-Tail•Check against Keyword Traffic•Research top ranking websites
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Think Like Google
•Advertising Revenue•Most Chosen Search Engine•Best Search Engine•Most Relevant Results•Best Websites
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Best User Experience
• Fast Website•Work on all devices•Relevant Content• Friendly Navigation •Media•Up-to-date Content
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Register Site with Google & Bing• Submit site to index• Submit Site-Map• Show Google your products, address, events• Set target countries (if not co.uk)• Submit pages to the index• See what Keywords Google recognises
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Create Internal Links
•Use Keywords in Links
Click here
Buy Green Welly Boots
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Meta Tags
•Unique• Include Keywords• Title = 60 characters•Description = 155 characters•Description should sell like an ad•Keywords = leave blank
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Headings <H1>
Headings are ImportantHeadings are important because Google uses them as a
signal – they are telling the reader & Google what the page
is about.
Sub-Headings too!Also important. Visitors can glance through your content
and make a quick appreciation of what the site is about.
Equally, Google uses them to understand how the content
is presented and its topic.
© eGenie www.egenie.biz
Summary
• Search Engines want to deliver relevant results• It is essential to rank well for keywords• Think like Google when developing your website•Build links to show popularity•Make it easy for SE’s to understand your site•Do your keyword research•Give your users a great experience