Sunday Business Post SEO Masterclass - John RIng

Client Name Presentation Client Name Presentation

Sunday Business Post - SEO Masterclass !John Ring - September 2014!#sbpseo !

About Me

@TinderPoint

#sbpseo

John Ring

0.05.010.015.020.025.030.035.040.045.0

% r

each

MSN.COM

YAHOO.COM

MSN.CO.UK

YAHOO.CO.UK

ASKJEEVES.CO.UK

LYCOS.COM

GOOGLE.COM

AOL.CO.UK

LYCOS.CO.UK

AOL.COM

UKPLUS.CO.UK

ASKJEEVES.COM

EXCITE.CO.UK

ALTAVISTA.COM

ALTAVISTA.CO.UK

GOTO.COM

LOOKSMART.CO.UK

GOOGLE.CO.UK

Source: MMXi, May 2001

UK Search Engines and Directories

#sbpseo

Google Constantly Evolving

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560+ SEO Audits

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Get the Basics in Place •  Title Tags & Meta Descriptions

•  Header Tag Analysis

•  Image Optimisation

•  Keyword & Content Analysis

•  Site Architecture

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Common SEO Errors

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Title Tags / Page Titles  Phrases within Title Tag Include: •  Welcome •  Home / Homepage •  Only Brand Name

No Targeted Keywords in Use!

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Title Tags / Page Titles

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Home Page Duplicates

http://www.website.com/ http://www.website.com/index.php http://www.website.com/home/ http://www.website.com/index.aspx http://website.com/ http://website.com/index.php http://website.com/home/ http://website.com/index.aspx

#sbpseo

Duplicate Content Examples •  Product Descriptions (eCommerce) •  Exact Copy of .ie on a .co.uk •  Lower Case / Upper Case URLs •  https:// Vs. http:// version of your website

How to Fix? •  Always publish unique content •  Correct use of rel=‘canonical’ tags •  301 Redirects

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URL Indexing

•  Only the URLs you want indexed should be indexed.

•  Essential to Review Your Google Webmaster Tools Account.

•  Go to ‘Google Index’ > ‘Index Status’.

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Easy To Spot Eg:

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Find Unwanted URLs in Google How to Review Indexed URLs within Search Results? 1.  Set your Google ‘results per page’ to 100 - http://bit.ly/1uIjKpN 2. Use the ‘site:websitename.com’ search operator (without www’s)

3. Click on the last page within the ‘previous’ & ‘next section.

4. Choose the option to repeat search with omitted results.

5.  Use Link Klump (Chrome) or Multi Links (Firefox)

6. Copy & paste all the URLs into Excel

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Extra URLs to Watch out For!

•  Test / Staging Website

•  /tag/ and /category/ (generally WordPress related)

•  ‘Thank You’ Pages

•  PPC / Display Ad Specific Landing Pages

•  URLs related to pagination (not always a problem)

•  URLs related to faceted navigation (not always a problem)

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Page Load Times

Suggested Tools: -  Google Page Insights https://developers.google.com/speed/pagespeed/insights/ -  GTMetrix http://gtmetrix.com/ -  Pingdom Website Speed Test http://tools.pingdom.com/fpt/

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Link Building – Easy Pickings

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Competitor Link Analysis

Tools to Use: •  Majestic SEO - https://www.majesticseo.com/

•  Ahrefs - https://ahrefs.com/

•  Moz’s Open Site Explorer - http://moz.com/researchtools/ose

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Link Reclamation - Logos

Tools to Use: Google Image Search http://www.google.ie/imghp Image Raider http://www.imageraider.com/ Tineye https://www.tineye.com/

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Link Reclamation – Web Mentions

Tools to Use for Continuous Monitoring: Google Alerts - https://www.google.com/alerts Image Raider - http://www.talkwalker.com/alerts

•  Use Link Klump or Multi Links to copy results.

•  Paste them into a reciprocal link checker tool e.g. http://bit.ly/1ot8itR

•  Make a list of sites that mention your brand but don’t link.

•  Contact each site to see if they are willing to include link.

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Link Reclamation – 404 Errors (Dead Pages) Find Websites that Link to ‘Dead’ Pages on Your Site

 1. Login to your Webmaster Tools account.

2. Navigate to Crawl > Crawl Errors. 3. Review all reported 404 errors. 4. Click on each individual error. 5. Click on the ‘Linked From’ tab. 6. Review the links from external sites. 7. Set up 301 Redirects or contact the site owner to request an updated link.

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Earning Links

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The objective is not to “make your links appear natural”, the objective is that your links are natural. Matt Cutts, Head of Google's Webspam

What Does Google Want?

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Leveraging Niche Content

•  Define the personas you’re targeting

•  What piece of content will appeal?

•  Does it have a sufficient hook?

•  Will people be willing to share?

•  Will the content be evergreen?

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Who’ll Be Willing to Share it?

Other Useful Tools: Topsy - http://topsy.com/ BuzzSumo - http://buzzsumo.com/

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Link Opportunities?

•  “Senior Citizen” resource pages & associations

•  Use advanced search operators:

•  Analyse backlinks to other content pieces in this niche.

•  Overseas businesses in same sector but not direct competitor.

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Promote The Content: Free + Paid

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High Value Content Placement

http://magazine.foxnews.com/celebrity/10-incredible-people-whose-lives-began-after-60

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Another Eg: Client Sells BBQs

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What Content Might be Catchy & Relevant?

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Offline Exposure = Better SEO

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Last Eg: Selling Childcare = Feelgood Factor

Decent Traffic Over a Period = Good for Brand

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A Successful Content Campaign

•  Obtain many natural and relevant links to your site.

•  Build social followers who may be willing to share future content.

•  Generates word of mouth traffic and referrals.

•  Helps build brand awareness.

•  Gets you to 1st (slowly!)

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Digital Strategy

Social Media  

SEO  

Landing Page Design & CRO

Web Analytics

Remarketing Advertising  

PPC Advertising  

Banner Ad Design  

Display Advertising

TinderPoint – Our Services

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www.TinderPoint.com/Content

@TinderPoint