Download - SEO Workshop for Cardiff Metropolitan Uni
SEO WorkshopThursday 14th April 2016
Steve Morgan
morganonlinemarketing.co.uk
@steviephil SEOno.co.uk
About Me
• Full-time in SEO for 7+ years:• Liberty Marketing (SEO agency)
• Confused.com (no intro needed!)
• Box UK (web dev agency)
• Full-time self-employed for 3 years
• Organiser of Cardiff SEO Meet
• Blogger at SEOno (my blog) &State of Digital (European digitalmarketing blog)
@steviephil SEOno.co.uk
About You!
• Who blogs?
• Who manages a website?
• Who knows about SEO already?
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What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankingsin search engines
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What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankingsin search engines
@steviephil SEOno.co.uk
The Importance of SEO
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(Fun) Facts
• Google owns 90%+ of searchengine market share in UK
• Searchers are more likely toclick on organic resultscompared to ads
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(Fun) Facts
• PPC (Pay Per Click)a.k.a. Google AdWordsc. 25% of clicks
• SEOorganic/natural resultsc. 75% of clicks
@steviephil SEOno.co.uk
Pros & Cons of SEO & PPC
• PPC (Pay Per Click)
• Pros:• Instant
• More controllable
• More ‘buying’ mentality
• Cons:• Fewer clicks
• Pay for every click/visit
• SEO
• Pros:• More clicks
• The clicks are free
• Cons:• It takes time…
• Less control / unpredictable
• More ‘informational’ mentality
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SEO vs. Other Channels
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More (Fun) Facts
• c. 95% of searchers do not gobeyond page 1 of the search results
• If they haven’t found what they’relooking for, they’ll revise their search(…or give up)
• [Comic source: http://xkcd.com/1334/]
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• Higher rankings
=
more clicks
=
more traffic!
[Source: http://moz.com/blog/a-tale-of-two-studies-google-vs-
bing-clickthrough-rate]
(Fun) Facts
@steviephil SEOno.co.uk
First (important) step?
• Keyword Research!
• No point ranking #1 for a keyword that nobody searches for!
• Search volume data obtainable via theGoogle AdWords Keyword Planner tool
• https://adwords.google.com/ko/KeywordPlanner/Home(You need a Google AdWords account)
@steviephil SEOno.co.uk
@steviephil SEOno.co.uk
Interactive Exercise 1 – Keyword Research
• Use the Keyword Planner to see keyword search volumes
• Think about:oYour business idea…?
o Is it more popular / less popular than you thought?
oSet your country of preference: UK or Global?
oTry variations, synonyms, singular vs. plural, etc.
o Its specificity: e.g. "shoes" vs. "buy blue trainers online"
oBe careful of words with double meanings:e.g. trainers (type of shoes) vs. trainers (people who provide training)
@steviephil SEOno.co.uk
Interactive Exercise 1 – Keyword Research
• Logging in…
1. Google "google keyword planner" & click the 1st result
2. Click ‘Sign in to AdWords’
3. Username: [REMOVED]
4. Password: [REMOVED]
5. Expand ‘► Search for new keywords using a phrase, website or category’
6. Type in some keywords in the 1st field and select ‘Get ideas’
7. Click the ‘Keyword ideas’ tab
8. Try different keywords, settings, etc.
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The Main Factors of SEO
• When Google evaluates a website:
o Is it relevant?
o Is it authoritative?
o Is it trustworthy?
• How does it determine these things?
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SEO – the code of a website
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SEO – the code of a website
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SEO – the website’s text
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SEO – link building
Your-Site.com
PR
Social media
Guest blogging
Business directories
Industry-specific
directories
Blog commenting
Forums Infographics
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Interactive Exercise 2 – Link Analysis
• Use Open Site Explorer to see the links pointing to a website
• https://moz.com/researchtools/ose/
• Check one of the following:oYour own website? The website your business idea aspires to be?
oA friend or family member’s website? A website you like?
oThe site of a competitor / a business you aspire to be like
ocastlebikes.co.uk (Steve’s website!)
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Interactive Exercise 1 – Keyword Research
• Logging in…
1. No login required!
2. Google "ose" & click the 1st result
3. Type in the site & click ‘Search’
4. Review the results
5. (You may want to change ‘Target’ to ‘this root domain’)
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SEO – local SEO
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SEO – image & video SEO
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White-hat SEO vs. Black-hat SEO
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SEO is like… Personal Training
[Image source: https://www.flickr.com/photos/stoermchen/9117238961/]
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SEO resources
• Moz’s Beginner’s Guide to SEOhttp://moz.com/beginners-guide-to-seo
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SEO resources
• Technical SEO Checklist forDevelopers & Testers(with Infographic / Cheat Sheet)
https://t.co/IaJeV9dQja
by me!
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SEO resources
• On-site/technical SEO tools:oScreaming Frog – http://www.screamingfrog.co.uk/seo-spider/
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SEO resources
• On-site/technical SEO tools:oGoogle Search Console – https://www.google.com/webmasters/tools/
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SEO resources
• Web traffic analysis:oGoogle Analytics– https://www.google.co.uk/analytics/
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SEO resources
• Backlink analysis tools:oMoz’s Open Site Explorer – https://moz.com/researchtools/ose/ (pictured)
oMajestic – https://majestic.com/
@steviephil SEOno.co.uk
SEO resources
• Moz blog (& Whiteboard Friday)http://moz.com/blog
• Search Engine Landhttp://searchengineland.com/
• DistilledUhttps://www.distilled.net/u/($40 per month BUT free demo)
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Q&A?
• …Any questions?
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Thank you!
My blog: SEOno.co.uk
Twitter: @steviephil
morganonlinemarketing.co.uk