Top Banner
An Introduction to SEO Fran Swaine Digital Marketing Consultant
19
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Seo training

An Introduction to SEO

Fran SwaineDigital Marketing Consultant

Page 2: Seo training

Contents• How do search engines work• What is SEO?• What will it achieve?• SEO Techniques (on page optimisation, off page optimisation,

social SEO)• Keyword Research• Writing Optimised Copy• Page Titles, URLs and Meta Tags• Links and Link Building• Social SEO• Resources

Page 3: Seo training

How the search engines work

Page 4: Seo training

What is SEO?

• SEO stands for Search Engine Optimisation

• Process of optimising on page and off page factors to rank well for specific terms in the search engine

• Google use over 200 signals for ranking a site!

Page 5: Seo training

What will it achieve?

• Better rankings for relevant terms• Strong web presence • Well known brand• Increased traffic• More engaged website visitors

Page 6: Seo training

SEO Techniques

• On page optimisation– Things you can do on your website e.g. keyword

research, good quality content, title tags, meta tags, anchor text

• Off page optimisation– Link building, directory submissions, press releases,

guest posting, video submissions, RSS feeds,

• Social SEO– Social network engagement, social bookmarking sites

Page 7: Seo training

Keywords

• Keywords – how are you being found by Google and your customers?

• How do you want to be found by your customers?

Why put time into identifying keywords?

• Your site will be well optimised because your site content will be relevant to a users search.

• More click-throughs when your listings are displaying at the engine because your keywords will be highly relevant to your site content.

• More conversions once your visitors enter your site because your keywords will be attracting a more targeted audience.

Page 8: Seo training

Keyword Research

How do I identify keywords?• Google Analytics• Google Adwords Keyword Tool• Google Instant Search • Customers, newsletters, marketing materials,

competitors

Keywords should be specific to a page, product or service – not a whole website!

Page 9: Seo training

Keyword Research

Consider:

• Search popularity• Competitiveness • Relevance

Page 10: Seo training

Writing Optimised Copy

Key words/phrases in:• Domain name• Titles• Headings• First paragraphs• Anchor text• Filenames/alt tags

Always write copy targeted at your customers – not the search engines!

Page 11: Seo training

What else can I optimise?

Page Titles• Displayed in some browsers• The first line of text displayed in the search engine

URLs• Include keywords and use categories if possible!

Page 12: Seo training

Meta Tags

• Title• Description• Might be displayed in the search engine

Page 13: Seo training

Links

• A “vote” for your site

• Quality, highly relevant links– E.g. fashion blogs/magazines linking to a

retail site

• Authority sites carry more weight e.g. gov.uk, ac.uk

Page 14: Seo training

Existing Links

• Who is linking to you?http://www.opensiteexplorer.org

• Does the link work?

• Ask for descriptive anchor text rather than brand

• Link to a specific, relevant page rather than home

Page 15: Seo training

Link Building

Requesting Links• Who is linking to your competitors?• Clients? Customers? Bloggers?• A followed link rather than nofollow

Remember:• Could you “credit” us with a link?• Links substantiate their work!

If you’ve been mentioned in an article/website – ask for a link!

Page 16: Seo training

Social SEO

Google are giving more weight to social signals! Make sure:• Content can be shared and engages users• To include shareable buttons• You write regular content targeted at your market• Engage with social platforms and social bookmarking sites (digg, reddit,

stumbleupon)• Different platforms have different uses e.g. twitter = sharing, facebook =

comments, thoughts, opinions

Page 17: Seo training

Social• Identify which platforms your target audience are

using. Focus on these key social platforms.

• Build a relationship with audience

• Provide useful or interesting links or snippets of information

• Gain a good reputation

• Promote brand

• Start the conversation – get involved

• Be leaders in communication

Page 18: Seo training

Resources

• http://www.seomoz.org/blog• http://searchengineland.com• http://econsultancy.com/uk/blog• http://www.brightonseo.com/ - next one in September

2012

Page 19: Seo training

Contact

• Fran Swaine• Email: [email protected]• Phone: 07743 861 303• Web: www.franswaine.com• Twitter: @franswaine• Skype: @fran_swaine