search engine optimisation
DESCRIPTION
A quick look at key SEO issues, taking in to account Google Penguin, Panda and HummingbirdTRANSCRIPT
1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1
Penguins, Pandas & Hummingbirds
The Changing Face of Search
2 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 2
• Welcome and Housekeeping• Introduction• Search Engine Optimisation• Break• Search Engine Optimisation• PPC• ScanMX• Close
Agenda
3 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 3
4 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 4
FIRE!!!!!
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Comfort
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Available to download
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9 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 9
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What we do
• Pay monthly Support
• IT Support Credits
• Short term IT Support Cover
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What we do
Pay as you use IT Support
• New Starts & Micro Businesses• Support recorded by the minute• Invoiced monthly
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What we do
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What we do
Database Development
and Migration
App
developmen
t
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Who we do it for
• Small and Medium Sized Businesses• Schools and Colleges• Legal Practices• Engineering Companies• Media Companies• Multinational Software Developers• Psychologists
15 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 15
Call 0117 3 700 777Email [email protected] www.BristolitCompany.comTweet @supportbristolLinkedin bristol-it-company-limited
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Penguins, Pandas & Hummingbirds
The Changing Face of Search
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World Wide Web – Reality Check
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Vast Market
Great Opportunity
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7.1bn
2.1bn
49m
20 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 20
Lots of money spent online
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So
urce
Office
of N
atio
na
l Sta
tistics
UK Online sales 2012
Ecommerce = £483bnEcommerce = 19% by value
B2C = £ 78.15bnB2B = £404.85bn
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Lots of different ways to get online
=
Lots of time spent online
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PCLaptopNetbookTabletSmart PhoneWiFi3G4G
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So, is your business ready?
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?
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A –
I –
D –
A –
Grab the ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Does it tell the right story?
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Penguins, Pandas & Hummingbirds
The Changing Face of Search
28 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 28
So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
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Web Marketing is a Marathon
There are NO quick wins!
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Are you measuring?
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How many visitors does your site attract?
What do they do whilst they are there
How many pages do they look at?How long do they spend on the site?How does this compare against the targets set for the site?How many conversions occur?
SalesEmail contactSubscriptionCalls
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Google Analytics
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Traffic Sources
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Webmaster – www.google.com/webmaster
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Penguins, Pandas & Hummingbirds
The Changing Face of Search
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What IS SEO?
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Andy Poulton
SEO is the discipline of ensuring a web site is “Search Engine Friendly” in order to move the site higher in the Search Engine Results Pages [SERPs] without losing sight of the intended target audience, the customer.
What IS SEO?
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The Problem
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80% of web users use Search Engines
90% use Google
50% of users go beyond page 1
10% of users venture past page 2
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42 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 42
What’s the big secret?
Do the right things right
and
get the right resultsThere Isn’t one!
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So Andy –
Are you going to tell us how to get to
in Google?
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Are you registered?
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www.mybusiness.co.uk
www.mybusiness.co.uk
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www.google.com/submityourcontent/website-owner/
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How do Search Engines Work?
Search Engines use Robots to discover and explore sites
Search Engines rank web sites against own unique criteria
Sites can be optimised if criteria understood
These criteria are NOT fixed !
48 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 48
So Andy –
Are you going to tell us how to get to
in Google?
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Probably the most important content on your web site
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Choosing Keywords
Think like a customer Think laterally Brainstorm Keywords Ask everyone Use tools such as
SEMRushKeywordSpyKeywordEye
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KeywordSpy
SEMRush
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Home Page
Searches ServicesPage
Searches
Keywords Keyword 1 25,000 Keyword 5 14,000
Keyword 2 19,756 Keyword 6 12,000
Keyword 3 10,000 Keyword 7 7,589
Keyword 4 3,756 Keyword 8 3,569
Keyword Spreadsheet
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Where do they go?
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Where to place KeywordsPage Content
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Where to place Keywords
Page Content
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Hummingbird – how it works and what it means
Previously on Google
Hotel Swimming pool Majorca
With Hummingbird
Hotel Swimming pool Majorca
57 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 57
Hummingbird – how it works and what it means
Hummingbird means Google understands your whole search
not just the individual words
58 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 58
Hummingbird – how it works and what it means
You have to ensure that your keywords are grouped in the same way that people may
use them when searching.
“Scattering” them across the page is no-longer good enough
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Writing great content
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content – without thought to keywords
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Writing great content
• Read out-loud
• Edit
• Incorporate your keywords
• Cut the word count in half
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Ernest Hemingway’s Top 5 Tips for Writing Well
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Always use short sentences
Rule No. 1
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Use short 1st paragraphs
Rule No. 2
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Use vigorous English
Rule No. 3
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“Vigorous English is muscular, forceful. Vigorous English comes from passion, focus and intention.
It’s the difference between putting in a good effort and TRYING to move a boulder… and actually sweating, grunting, straining your muscles to the point of exhaustion… and MOVING the freaking thing!”
David Garfinkel
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Be positive, not negative
Rule No. 4
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Only use the gold
Rule No. 5
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“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
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HTML Title
• about 80 characters• 3 or 4 keywords• Make each page title relevant to each particular page
Where to place Keywords
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Where to place Keywords
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Where to place KeywordsMeta Description Tag – aka “Snippet”
Limit to around 150 charactersUse on every pageCustomise for each page
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Meta Description Tag – aka “Snippet”
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Alternative Attribute – aka Alt Tag
– Every Image needs one– Build Keyword Count– Comply with Disability Discrimination Act - Accessibility
Where to place Keywords
74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74
Alternative Attribute – aka Alt Tag
75 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 75
HTML page name
www.bristolitcompany.com/seo-seminar
– Images
seo-seminar.jpg
• Use keywords for Text Links [Anchor Text]
Name files with keywordsWhere to place Keywords
76 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 76
A “Virtual” Highlighter for the Search Engines
Header Tags <H1> </H1>
<H1> For IT support, app and software development in Bristol and the South West…</H1>
Where to place Keywords
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Page Content HTML Page Title Meta Page Description File / Image Names ALT Attributes Header Tags Navigation Link Anchor Text URLs
Where to place Keywords – A summary
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What Else Counts?
Backlinks
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Backlinkslink:www.thecompetition.co.uk
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Backlinks
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Backlinks
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What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• Where is the site hosted?
• How fast the pages open
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Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?
What Else Counts?
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What has Changed?
Google Panda
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What is Google Panda?
• Change to the way Google evaluates sites• 1 poor page could impact whole website• Rolled out February 2011• Updated April 2012• Updated September 2012• Updated January 2013• Updated July 2013
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• Focus on Quality Content• Human reviews train AI on good/bad sites
• Site design• Trustworthiness• Quality/valuable non spammy content• Not “over optimised”• Speed• Would they return to the site
What is Google Panda?
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• Only use ORIGINAL content• Ensure content adds value• Content should be visitor focussed• Don’t overuse keywords/phrases• Quality Check ALL pages• Add fresh content regularly
Don’t get caught out
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What has Changed?
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What is Google Penguin?
• Change to the way Google evaluates sites• 1 poor page could impact whole website• Rolled out April 2012• Updated May 2012• Updated October 2012• Updated May 2013
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• Focus on Quality Backlinks• Links from Quality sites – OK• Links from relevant sites – OK• Links from bad territory = Poison• Links from Article Marketing = potential poison
What is Google Penguin?
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• Evaluate ALL backlinks [Google Webmaster]• Request removal from suspicious sites• Use Disavow Tool if request fails• Build links from quality sites
Don’t get caught out
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Remember
Your web site is for your
CLIENTS
not the search engines
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What e
lse ca
n
I do?
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www.google.com/places
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So Andy –
Are you going to tell us how to get to
in Google?
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Probably the
greatest marketing opportunity known!
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Ads
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Pay per Clickaka PPC, Google Ads, Sponsored Links
Google Adwords 25 characters maxCheck out Google Advertising35 characters maxGet Started Today 35 Characters maxwww.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands
100 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 100
Is th
ere m
ore I
can do?
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• Blogging• Video Marketing• Social Media
• Linkedin• Facebook• Twitter
• Email Marketing• Viral Marketing• Location based marketing• Smartphone apps• Article Marketing
Lots!
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What is it?
Spam and Virus filter for businesses running their own email server
Such as • Microsoft Exchange • Microsoft Small Business Server
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How does it work?
1. Email arrives at ScanMX for scanning2. Clean emails passed on to your Email
Server3. All incoming email is also backed up in our
secure datacentre4. Blacklist senders [ScanMX Premium]5. Mirrored ScanMX servers [ScanMX
Premium]
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How much does it cost?
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How much does it cost?
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How do I get it?
www.ScanMX.com
Free 30 day trial
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What’s Next?• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements where possible
110 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 110
Find us
www.bristolitcompany.com [email protected]
Follow us
Twitter @SupportBristolLinkedin bristol-it-company-limited
Phone us
01173 700 777
111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111