get traffic! - wordtracker getting... · get traffic! why is seo so important? pay per click ads...
TRANSCRIPT
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Get Traffic!
Get Traffic!will be starting shortly
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Get Traffic!
Get Traffic!7 weeks to SEO success
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Get Traffic!
Who are we?
Justin Deaville
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Get Traffic!
Who are we?
Justin Deaville Owen Powis
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Get Traffic!
Also featuring ...
Julie McNamee
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Get Traffic!
Why is SEO so important?
![Page 7: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/7.jpg)
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Pay per click adsMore PPC ads
appearhere
![Page 9: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/9.jpg)
6% click on ads here ...
or here.
![Page 10: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/10.jpg)
Organicresults:
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Organicresults:
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42% click on the 1st result
Organicresults:
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42% 1st
2nd
3rd
4th
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42%
12%
9%
1st
2nd
3rd
6% 4th
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1st page clicks?
![Page 16: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/16.jpg)
1st page clicks?
![Page 17: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/17.jpg)
1st page clicks?
90%
* Percentages will vary by keyword
*
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1st position
10th position
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1,400%
1st position
10th position
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Get Traffic!
The next seven weeks
Today: SEO Foundations Webinars Videos
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Get Traffic!
Forthcoming webinars How To Create a Site Structure Google Will Love February 5th: (12pm, Eastern time; 5pm UK)
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Get Traffic!
Forthcoming webinars How To Create a Site Structure Google Will Love February 5th
How to Sell More of your Most Profitable Products February 26th
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Videos and webinar recordings
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Get Traffic!
SEO Foundations
Over to Owen
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SEO FoundationsThe easy* guide to SEO
* may be difficult
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What is SEO?
Marketing- SEO traditionally comes from the marketing budget- Has to fit with traditional marketing strategies
Web Development- Much of SEO is web development best practice- Often down to web developers to implement
Off Site
On Site
Search Engine Optimization
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How search engines work...
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How search engines work...
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From the web to you
- Crawling and Robots (How they find you)
- Indexing (How they store you)
- Query Processing (How they rank you)
Robots.txt => Sitemap => Crawl
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Crawling and Robots
The Internet
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Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
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Core Aspects of SEO
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What is a Keyword?How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
Head
Body
Tail
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What is a Keyword?
Head
Body
TailMotorcycleMotorcycle LessonsMotorcycle Lessons in London
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
![Page 37: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/37.jpg)
What is a Keyword?
Head
Body
Tail
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
SocksBlue SocksAlpaca Wool Blue Socks
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Motorcycle-lessons.co.uk
Cheap CBT Test
LondonBirminghamGlasgow
Cheap CBT Test [Modifier}Cheap CBT Test {London}
What is a Keyword?
Head
Body
Tail
How search engines understand content
The terms used to search for content
Defined by its usage, not by its form
It’s usually not a single word
![Page 39: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/39.jpg)
Keyword ResearchResearch- Search behavior- Finding keywords
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Keyword ResearchResearch- Search behavior- Finding keywords
Refine- Stop Words- Duplicate terms- Values
Refine
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Keyword ResearchResearch- Search behavior- Finding keywords
Refine- Stop Words- Duplicate terms- Values
Targeting- The Buying Cycle- Conversion rates
Refine
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Great, so what do I do with these keywords?
- Page Content
- Key Elements
- Link Building (anchor text)
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Title and Description Tags
These are both properties of the pages’ meta data
- Length
- Keywords
- Call to action
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Off Site SEO
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Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
?? ???
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Indexing and Query Processing
The Interwebs The Indexer
The Algorithm
LINKS
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Link Building
What is it? Why do it?
Paid links - the reality
Where does it fit in to yourSEO strategy?
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Link BuildingWhat is it? Why do it?
Paid links - the reality
Where does it fit in to yourSEO strategy?
Examples of strategies...
• Content Marketing• Promotions• Competitions
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Social Media
Identify your audienceConnect with your audienceUnderstand your audience's needsEngage, don't broadcast
Brand and product awarenessMore sales/traffic channelsIncreased customer loyalty
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It's all marketing really
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Insight and Reporting
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What are theyHow do they work?Common metricsSEO strategies
Analytics
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What are theyHow do they work?Common metricsSEO strategies
Analytics
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RankingsWhy follow them? How often?
Fluctuations
Tracking the head of a term
Low-hanging fruit, goals and objectives
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Google Webmaster Tools
https://www.google.com/webmasters/tools/home?hl=en
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Get Traffic!
SEO process (new sites)1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring
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Get Traffic!
SEO process
1. Keyword research2. Site structure3. Site content4. Link building and promotion5. Monitoring
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Get Traffic!
SEO process (existing sites)1. Monitoring 2. Keyword research3. Site structure4. Site content5. Link building and promotion
![Page 59: Get Traffic! - Wordtracker Getting... · Get Traffic! Why is SEO so important? Pay per click ads More PPC ads appear here. 6% click on ads here ... or here. Organic ... Search Engine](https://reader030.vdocuments.us/reader030/viewer/2022040306/5ec606242c22e71e045add67/html5/thumbnails/59.jpg)
Get Traffic!
Assumption: what works for Google ... Google market share:
US: >70%UK: >90% RedrawGoogle
YahooBing
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Get Traffic!
Assumption 2: keywords
Both are keywords
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Get Traffic!
Q&A
Over to you
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Get Traffic!
Reminders
Webinar dates
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Get Traffic!
Reminders
Webinar dates Next week: keyword research
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Get Traffic!
Reminders
Webinar dates Next week: keyword research Case studies
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Get Traffic!
Thanks for joining us!