Search Engine Optimisation (SEO) presentation from Andrew Goode, Blue Dolphin at CIM Digital Marketing Bootcamp, Peterborough, April 2013

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SEO
Googlocalypse

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Content for today
• Examples of the impact of Google
• Why there's never been a better time for
good / correct marketing
• Approaches to reducing the Google dependence
• Some approaches if you have been hit
• Five top tips that you can implement now
• Why maximising on conversion has never been
more important

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Historic Google
• SEO was a game of strategy
• Shoehorning text
• Blagging backlinks
• Reposting to get some Google love

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Google in the last 12 months

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Google in the last 12 months
• Bad for marketers - Panda will seek out and
destroy:
– Duplicate content
– Dodgy links
– An overabundance of keywords
– Stagnant pages
– Sites with stylistics and spelling errors
• Good for marketers - Panda will:
– Reward sites with high quality unique pages

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Example of the impact
• Highly SEO optimised site – massive back
linking activity
Panda kicks in – traffic
drops off a cliff
Good practices start to
improve traffic

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Example of the impact
• Organically optimised site – only quality back
links
Panda kicks in – no
impact

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Google now (as of yesterday)

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Google: what are your visitors looking for?
• Keyword research
– Word
– Phrase
– Brand
– Issue
• Consider – keywords that capture people at
different phases of intent

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Phases of intent keywords
• Good first time dog
• Dogs good with children
– Miniature Schnauzer as a pet
– Miniature Schnauzer eye test
• Miniature Schnauzer puppies
• Miniature Schnauzer Cambridgeshire
breeder
– Miniature Schnauzer feeding
– Miniature Schnauzer obedience
training

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Tip 1: Plan
• Create a meticulous content plan based
around all of your keywords
• Make sure your content is unique and useful
• So useful that other websites will want to
– Link to
– Tweet
– Google+
– Facebook

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Tip 2: Looking at links
From
• Blah blah blah blah miniature schnauzer for sale
blah blah
To
• If you are looking to buy a miniature schnauzer
then check out this website
If you just focus on the link text you’ll be labelled a
spammer: SEO is all about authority

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Get legitimate links from
• Customers
• Suppliers
• Trade associates
• Any people/companies that you sponsor (i.e.
where you pay for your logo to go on a site
which then links through to a page)

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Tip 3: Check your links
• Google human intervention
• If a site looks like it is a spam site then don’t
get a link from it, or
• If you have a link from a spam site ask for your
link to be removed
• http://www.the-miniature-schnauzer-
club.co.uk/ - good link
• http://www.ladbrokes.com/home/en - bad
link

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Tip 4: Keyword structure still matters
• Mention keyword in article
• Good practice
– Title
– H2
– H3
– 2.5%
– Alt text
– Meta

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6 ft folding table
• Note the ad words
• Position 10 after 6 days
• Competitive and of value
• Simply an optimised post
on a reputable site

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Tip 5: Does your site work technically?
• Is it fast?
• Are there lots of broken pages?
• Are there pages with single lines of text?
• Are there products in your catalogue but most
of them are out of stock?
If there are things that will frustrate users they
will frustrate Google

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Beware – if it sounds to good to be true
• Speed test on a secure quality server
• Site moved to an SEO provider – hosted for FREE

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Approach from
someone very high
up in the SEO world
• “Forget SEO: get into
marketing”
• “Being too aggressive
could well be negative”
• “Get a steady stream
from a link and build on
the trust”

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Action you can take to
improve your SEO rankings
• Clean up the past – get rid of backlinks
• Clean up content – make sure there is sufficient
content
• Create a marketing plan for links with traffic
• Keep on creating fresh quality content
• If you want to be #1 now, pay for it (as per the previous
presentation)

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Summary
1. There are no tricks these days: no shortcuts
2. Search engines are looking for the same
things as users: if you try and cheat Google
will know (eventually) and you will be
punished
3. Never been a better time for good marketing
4. Pay attention to this afternoon’s session

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Andrew Goode MBA MSc MCIM
Blue Dolphin Business Development Ltd
43 The Gannocks, Orton Waterville, Peterborough
Office: 01733 361729
Mobile: 07748554756
E: andrew@bdolphin.co.uk
W: www.bdolphin.co.uk