Master Class in Marketing - 14/11/2012 - SEO session

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SEO[ - abbreviation for

search engine optimisation ]

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About me

Heather Robinsonhttp://skitti.sh

@_skittish

Specialist subjects:• SEO• Google AdWords• Web Design/Development• WordPress

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Heather's 3 hats

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What we'll be covering

1. What is SEO [and what it isn't]

2. Why everyone needs to do SEO

3. 5 Top Tips to Take Away!

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SEO is NOT...

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We're not all...

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SEO is NOT...

image credit

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SEO is...

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SEO is...

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SEO is...

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SEO is...

The process of improving a website's visibility in the [unpaid] search results

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Paid vs. Unpaid

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Why do I need SEO?

?

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It's only for big businesses

WRONG!

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People will type in my web address

WRONG AGAIN!

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Reason #1

http://technorati.com/business/article/google-sells-debt-to-add-to/

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Reason #2

Improve the location of your shop window

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Reason #3

http://blog.drive24.co.uk/motoring-news/2011/02/cost-of-disabled-parking-shoots-up/attachment/cost-of-disabled-parking-shoots-up/

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Accessibility

10 millionregistered disabled people in the UK

16% of the population

1 in 6 people

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Accessibility

http://lesbachelieres.com/a-short-sighted-look-at-eyewear-from-1992-2011-by-edmund-lam/

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Accessibility

Equality Act 2010

“...neglecting to provide a service to a disabled person that is normally provided to other

persons is unlawful discrimination. This applies to commercial web services as much as to

traditional services.”

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DIY SEO

Top 5 Tips to take away

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Top Tip #1

Optimise your content

Headings

Body Copy

Images

Unique?

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Anatomy of a web page

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Top Tip #2

Keep it

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Top Tip #3

Get Links

But be careful!

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Top Tip #4

Be Social!

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Top Tip #5

Create a great

User Experience

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Google Guidelines

Ask yourself:

“Does this help my users?

Would I do this if search engines didn't exist?”

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Stop chasing the algorithm

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Putting User Experience First

• Ease of navigating the site

• Can I find what I came for?

• Accessible

• What should I do next?

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Abandonment – your worst nightmare!

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To sum up

• SEO improves the visibility of your site in the search results

• SEO can help you • Increase sales• Improve the location of your shop window• Make your site more accessible

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To sum up

5 Top Tips to Take Away

1. Optimise your content

2. Keep it fresh

3. Get links

4. Be social

5. Put the user first!

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Obligatory last slide

Thank you!

Any questions?

[email protected]

@_skittish