#brightonseo 2013 - on page seo & marketing
Post on 14-Sep-2014
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#BrightonSEO @LisaDMyers
On Page Marketing
#BrightonSEO @LisaDMyers
Google’s algorithm has changed more significantly
in the last 1 ½ years than
the 3 years before that combined!
#BrightonSEO @LisaDMyers
1.Tightened the linking
algorithm2.Deep pages, unique content
and relevancy
3.Over optimisation crack down
#BrightonSEO @LisaDMyers
+++ peoples attitude to links
Linking is badIt will hurt your siteNofollow EVERYTHING……….
#BrightonSEO @LisaDMyers
When one door closes
#BrightonSEO @LisaDMyers
On Page SEO –
The “ugly” duckling
#BrightonSEO @LisaDMyers
Now it’s a Ninja Swan!
#BrightonSEO @LisaDMyers
Get this…
Jun the Swan is a member of the; Science ninja team “Gatchaman”.
She even has a G on here belt. Obviously must stand for “Google”….
#BrightonSEO @LisaDMyers
Understanding how people search
#BrightonSEO @LisaDMyers
How people search today is very different to how people searched the internet in 2005!
#BrightonSEO @LisaDMyers
Evolution of keywords/phrases
Hotels
Hotels in GreeceHolidays in Greece
5 Star Hotel in Greece
“Child friendly 5 star hotels in Greece”“5 star family holiday in Greece with babysitting services”
#BrightonSEO @LisaDMyers
“Hotels” 2001 - Present
#BrightonSEO @LisaDMyers
“5 star hotels in Greece”
#BrightonSEO @LisaDMyers
The “Believed” Search Path
Search Query SERP Website Conversion
#BrightonSEO @LisaDMyers
More Likely Search Path
Search Query SERP Website #1
Conversion
SERP Website #2
New SERPRefined
Search QueryWebsite #3
SERP Website #4
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
The Beauty of “long tail”
#BrightonSEO @LisaDMyers
A successful SEO strategy is knowing that there is more to organic traffic than “hero keywords” (with large volumes).
Understanding behaviour, targeting longtail, expanding content, improving UX, that’s the real On Page SEO.
#BrightonSEO @LisaDMyers
It’s more like online anthropology.
#BrightonSEO @LisaDMyers
Writing the content
• Spend time writing the article, it’s got to be good! Include stats, research or similar.
• Make sure the angle is appropriate for target site• Including keywords that you are targeting for
surrounding text• ANCHOR TEXT (ideally your main target
keyword)• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE you!
The Essence of On Page
#BrightonSEO @LisaDMyers
On my twitter feed @LisaDMyersRIGHT NOW!
#BrightonSEO @LisaDMyers
Keyword Targeting
• Target max two main keywords/phrases • Primary keyword phrase FIRST in title tag• Primary keyword in heading (h1)• Images on page to include relevant
keywords• Keyword phrase in URL• Internal links pointing to page with relevant
keywords• Clear, logical quality content including
keyword phrases
#BrightonSEO @LisaDMyers
Create VALUABLE content
1. CREATE Unique Content that stands out
2. Avoid sales jargon and self promotion at ALL cost!
3. Use high quality images and/or videos
4. Make DAMN sure your content is relevant to click
#BrightonSEO @LisaDMyers
Care about User Experience
• High quality design is imperative• Navigation should be idiot proof and
beautifully logical• Add well thought out filtering • Make sure the page loads quickly• Include additional relevant content
and links• Ideally: responsive design
#BrightonSEO @LisaDMyers
Let the spiders in
• Static URLs (all those filters will be useless if you don’t have this)
• Create rules for deeper pages for titles, meta (based on filtering information)
• Unique content (any duplications canonicalised)
• Include page in XML sitemap• Mobile compatibility • Don’t restrict IPs (use pop up for geo
targeting instead)
#BrightonSEO @LisaDMyers
Shareability
• Title and URL has to be descriptive AND enticing
• Always include relevant social share buttons for relevant audience
• Make it EASY to share
#BrightonSEO @LisaDMyers
Microformats & Rich Snippets
• All blogs should have rel=author (don’t miss out) and/or publisher
• Use schema microdata markup where relevant
• Use Google rich snippet markup that is relevant to your site: reviews, image, hreflang etc
#BrightonSEO @LisaDMyers
If you do nothing else…please do this:
#BrightonSEO @LisaDMyers
Create filters (with content)
#1
#BrightonSEO @LisaDMyers
Filtering is longtail SEO heaven
Hotels for example, should have:- Type (romantic, business, shopping)- Quality (luxury/budget)- Area/attractions/near to - Facilities (pool, spa, wifi etc but also
babysitting, kids club etc)- Activities
#BrightonSEO @LisaDMyers
A women doesn’t just look for a dress! Naha, no sir!
“Red A line midi skirt size 12”…………
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
Get those rich snippets#2
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
Rel=Author
Not just PageRank but AuthorRank – build those profiles NOW!
#BrightonSEO @LisaDMyers
Get blogging#3
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
Blogging } increasing keyword reach + profile
#BrightonSEO @LisaDMyers
A blog can:
- Increases keyword reach considerably
- Increases usability and conversion by integrating content
- Increase link equity- Increase social equity- Adds personality and social presence- Make it easier to do outreach
#BrightonSEO @LisaDMyers
Links are STILL important
#BrightonSEO @LisaDMyers
Attract rather than Sell
Create content that DESERVES links and market that content.
#BrightonSEO @LisaDMyers
sk8seeing- Brighton on a Skateboard
#BrightonSEO @LisaDMyers
http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
Writing the content
• Spend time writing the article, it’s got to be good! Include stats, research or similar.
• Make sure the angle is appropriate for target site• Including keywords that you are targeting for
surrounding text• ANCHOR TEXT (ideally your main target
keyword)• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE you!
#NorthernLights for Expedia
#BrightonSEO @LisaDMyers
#BrightonSEO @LisaDMyers
In short
#1 STOP spending all your time on link dev
#2 Spend MORE time on page
#3 Start creating campaigns to ATTRACT links
#BrightonSEO @LisaDMyers
Thank you!
lisa@vervesearch.comwww.vervesearch.com
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