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Needmoreclicks.comOnline Marketing Seminar
23rd January 2014
@seodoncasterTel: 01302 515 335
Mobile: 07887 580 852
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My Aim…
To give you simple ideas that make a difference to
your online presence
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• Introductions• Why Do We Need SEO?• Natural v PPC• On Page SEO – Finding & using the right
keywords• Off Page SEO – Building Links & Social Media• Google Places• PPC (Google Adwords)• KPI’s & Measurements• Wrap Up & Questions
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What is SEO (Search Engine Optimisation), web site optimisation, online marketing, internet marketing?
The process of increasing the amount of visitors to a web site by ranking high in the
search engine results, pay per click advertising or social media followed by
maximising site conversions
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Why Do We Need SEO?
But be careful chasing top spot!
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How We View Search Results
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Typical Search Results Page
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Local Searches
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What do we do?
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The right keywords – where’s the crowd?
Pick a fight you can win
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How do we do Keyword Analysis?
• Google Keyword Planning Tool• Google Suggest• 3rd Party Tools e.g. Market Samurai• Customers / Suppliers / Staff• Themes & Categories
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Keyword Competition Local Monthly Searches (United Kingdom)ski boots 0.73 40500salomon ski boots 0.8 3600atomic ski boots 0.75 1300nordica ski boots 0.78 1000ski boots uk 0.82 1300ladies ski boots 0.96 880ski boots sale 1 1900mens ski boots 0.96 880kids ski boots 0.94 720salomon ski boots sale 1 91head edge ski boots 0.82 390cheap ski boots 1 480apres ski boots 0.93 1900saloman ski boots 0.84 140custom ski boots 0.52 320ski boot 0.71 40500ski boot sizes 0.3 1600ski boots for wide feet 0.53 170childrens ski boots 1 480ski boot bags 1 1900lange ski boots 0.57 880head ski boots 0.73 1600wide ski boots 0.67 480ski boots size chart 0.27 590apre ski boots 0.95 91ski boot sale 1 1900ski boots review 0.49 1300best ski boots 0.48 720heated ski boots 0.74 91ski boots size 0.37 2400roxy ski boots 0.93 91ski boot sizing 0.3 1900ski boots bag 1 1900
Download Into Excel
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Keyword Evaluation• Google Trends
• 3rd Party Tools - WordTracker, Market Samurai
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Page Title – Very Important
Headings (H1, H2…)
The right content
Images Need Alt Tags
Page Description sits ‘behind the page’ but forms part of the search snippet
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Search Snippets
Page Title – Very Important~65 Chars
Page URL
Page Description~165 Chars
These are all sales opportunities, make sure you have calls to action
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Where to put your keywords
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Wordpress
Install an SEO Plugin, e.g. YOAST, All in one SEO
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ALT Tags for images
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What to do with Keywords•Page Titles, Page Descriptions, Headings
•Website Copy, write compelling content & keep it current
•Keyword in the 1st & last sentence of the page, bold the first one
•Within Image Alt Tags
•Within Anchor Text for internal pages
•Make sure each page is different
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On Page SEO – Making The Page Relevant
• Remember Google likes relevancy – the more up to date the better
• The link to landing page must be seamless• For Natural Results & Especially Google
Adwords• Review Google Guidelines• Let’s look at your websites
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Keywords are just the start!
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Off Page SEO• What does this mean• How to get links• Forums, Video, Blogs, Social Media• LinkedIn• Twitter• Facebook• ‘Keyword Cloud’
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Google Likes Links• One of the most important factors in getting
ranked• Inbound links to your website• Incredibly Important• From ‘authority sites’• The more the better• Use the right Anchor Text – a mix of
keyword and generic e.g. ‘Click Here’
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Examples of how to get Links
Blog Comments
Directories
Link
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One I did earlier
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Another example
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Creating links
What does a link look like?
Fortunately your website should do it for you!
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• Link to ‘deep pages’ within your website not just the Home Page
• Use a variety of sources• How to measure your links:
Majestic SEO
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Google PlacesIf you sell locally, use Google+ Places – its free and gets you to the top of the local search results
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Using Video
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Uploading videos to YouTube
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Social Media – What is it?
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How to use Social Media• Remember, Google Likes Links• Use Social Media sites to generate links to your
web site• To grow a community around your products and
services• To allow friends to recommend you to their
peers• Combine Online & Offline Strategies
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What’s Missing?
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• Add Social Media buttons to your email signature
• Make them prominent on your website• Run competitions• Use printable vouchers• Build an email list• Don’t spam, send them something they’ll
want to read
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Blogs In More Detail
• Why set up a blog?• Built within your site or stand alone,
keyword based domain (.co.uk)• Using Wordpress• Set up already & make money - Empower• Keeping it updated
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Want a blog – use Wordpress
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Adding a post is easy!
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Social Media Flow
WWW
Different connection points on the web for you
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Pay Per Click Marketing (Google Adwords)
• Why Paid Search?• Set up & Structure• Ad Groups• CTR & Landing Pages• Goal Conversions• Reports
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Adwords Detail
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• Google Analytics
• Google Webmaster Tools
Website House Keeping
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Discover how people find you
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KPI & SEO Measurement
• Why?• What can we measure?• Google Analytics• How do we measure?• What is important your business?
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Wrap up
• Online Guides• Blog• Support• Q & A