advanced seo
DESCRIPTION
Advanced SEO Presentation by Gareth Cartman, Ceridian for CIM Essex Digital Marketing Bootcamp EventTRANSCRIPT
Advanced SEOHow to boost your website’s ranking
For the Chartered Institute of Marketing, EssexGareth Cartman
Agenda
An introduction to SEOBefore we start…Why websites failWhy websites succeedTricks of the trade…
KeywordsAnchor textLinksOn-page tweaksSocial mediaAnalyticsPay Per ClickSome naughty stuff
Website rescue breakout sessions
An introduction to SEO
AuthorityPopularityClarityPersistence… underhandedness
An introduction to SEO
Stephen Hawking
Books
Some bloke down the pub
An article in the Guardian
TV programme
Cheryl Cole
An introduction to SEO
My site
Web directories
Other website, same topic
Social media links (Twitter,
etc.)
Bloggers
Before we start…
Html tags<a href=“…”>text</a><h1>…</h1><h2>…</h2>
Meta tagsPagerankHTML vs FlashCSS
Why websites failTracyskarate.com
Why websites failHavenworks.com
Why websites failwww.neckandbackpainchiropractic.com
Why websites failsmithandgoldsmith.homestead.com/home.html
Why websites fail
No clear strategySEO + Web design don’t work togetherNo keyword strategy
Tags & Titles!Too insular
No inbound linksNo social media / networkingNo local listings / directories
Sitting back and doing nothingMore content + interaction
Why websites succeed
Who is number 1 for “Click here”?Why is Wikipedia number 1 for everything?Why is The Sun number 1 for newspaper?Why is comparethemarket.com increasing
market share?
Tricks of the trade… keywords
Use Google Adwords Keyword toolAnalyse your on-page keyword densityLook for temporal trends (Facebook lexicon, Google
trends, Twist)Test with paid search – measure with analyticsSegment and prioritise your keywords for intent
NavigationalTransactionalInformationalCommercial
Tricks of the trade… anchor text
What is anchor text?Why is it important?How can I influence anchor text?
Tricks of the trade… Links
Why do I need inbound links?How can I get inbound links?Why are some links better than others?Why are some links harmful?What does a good link profile look like?Always use Yahoo Site Explorer. Always.How do internal links affect my rankings?
Tricks of the trade… yahoo
Tricks of the trade… link juice
Tricks of the trade… link juice
Tricks of the trade… link juice
Tips of the trade… link juice
The more SEO you do, the more juice you can get…
Direct the ‘juice’ flowBlock ‘juice’ flow to low-importance pages
(e.g. contact form)Increase the importance of ‘juicy’ pagesE.g. “bet 10 get 20” (freebetbookmaker.com)Page-sculpting
Tips of the trade… on-page tweaks
Positioning keywordsTop + bottom para + in bold
Keyword densityText high up in html codeRemove unnecessary outbound links or
‘nofollow’ themAlways text navigation, never imageDon’t use flash, despite the temptations
Tricks of the trade… social media
Be active and be presentBookmark & share (socialposter.com)Provide fresh, original content
link-bait (top 10)Create communities (Facebook, Twitter)Use the latest technology, but use it sparingly
(video, podcast, etc.)
Tricks of the trade… analytics
Tricks of the trade… analytics
Tricks of the trade… analytics
There is no limit to what you can know…Set up goalsFind trendsRe-direct your strategy around those trendsKnow your visitors
Where are they? Who are they? What are they doing?
Tricks of the trade… PPC
Paid search on google / yahoo / bingSee if your site is profitableTest, test, test: try different ad copyMeasurements
- Clickthrough rate- Bounce rate- Conversion rate
Quality score – how to improve it
Tricks of the trade… some naughty stuff
Comment spamArticle spinningSocial bookmark spammingPaying for linksSub-domain switching (301 redirects)
Tricks of the trade… some naughty stuff
“Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit”
Website rescue breakout
Moorhill dog kennels needs your help. Having expanded to create more kennels, it needs to fill them and sees the website as key to doing so. How do you develop short and long-term plans for success?
Rubaduck.com wants to start selling a stock of rubber ducks, and needs to switch focus quickly. How can you shift that stock online and make Rubaduck the no.1 resource for rubber ducks?
Woman Junction is an online website for women, with few repeat visits and a low advertising revenue. The site is also suffering from high bounce rates. How can you boost revenue and increase repeat visitors?