A presentation by Chris Tyrrell explaining what SEO is, why it is important and what you can do to improve your website's performance.

2. A little bit about us
Since 2002 we have worked with hundreds of companies to help them
achieve success online.
We now have a single focus of digital marketing
We are privileged to be working with lots of national and international
household names and are passionate about return on investment for our
clients. This is why we exist.
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3. How to prepare your website for
better Google search results
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4. What is SEO & why is it important?
Search engine optimisation (SEO) is the process of affecting the visibility
of a website or a web page in a search engine's unpaid results - often
referred to as "natural" or "organic" results. - Wikipedia
- It should be your largest traffic driver
- Inbound interest
- Potential for new customers
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5. SEO is competitive
...and unfortunately, we have to be
realistic about what is feasible.
So how do we get our website into
the first page of search results?
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Usual suspects

6. Understanding Google
Google is only interested in returning the most relevant
page in it’s results for every keyword search.
Creating good page content and setting the context of
each and every page is key.
Ensure your copy is relevant to the topic of the page,
reads well and above all is unique.
Invest good time in your content.
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7. Google is aggressive
Google is strict about what it indexes now.
There are a variety of algorithm updates with
friendly names that can and do cause
carnage if they take issue with your website.
Meet Panda and Penguin. There’s also
Hummingbird, Venice, Caffeine, Doorway
Pages and the Mobile update to name a few.
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Why build more data centres to
store low quality pages when
you can just exclude them
instead?

8. Understanding keywords
Creating good pages requires a level
of understanding around keywords
(otherwise known as key phrases or
search terms).
The goal is to create new or existing
pages that create good context for
feasible keywords.
Here’s a keyword and content strategy
for you to try yourselves...
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Feasible keywords
● Not overly competitive
● Perfect fit for your product,
service, business

9. Keyword strategy to help you with feasibility
Google are currently educating agencies in a theory around how people
engage with businesses online called “See Think Do”.
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See
Think
Do
People who buy blue widgets
People who buy blue widgets and are
thinking they need to
People who are going to
buy a blue widget now

10. See Think Do activity
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People who buy blue widgets

11. Identifying “Think” keywords
Associated “Think” keyword variants could be...
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Think
People who buy blue widgets and are
thinking they need to
● Reviews
● Best
● Cheapest
● Guides
● Case studies
● Spec sheets
● Articles
= blue widget reviews
= best blue widgets
= cheapest blue widgets
= blue widgets guides
= blue widget case studies
= blue widget spec sheets
= blue widget articles
Take this principle and
apply it to your products
and services.
Build your keyword phrases
list in a spreadsheet.

12. Identifying “Do” keywords
1. Use keyword research tools to find the
highest volume most relevant keywords
for your products and services
2. Add your location as a variant to each:
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Do
People who are going to
buy a blue widget now
● blue widgets loughborough
● blue widgets leicester
● blue widgets nottingham
Adding location variations to your
main products / services makes
these “Do” keywords feasible.
Build your keyword phrases in a
spreadsheet.

13. Research the search volumes
Use the AdWords Keyword Planner to
find the search volumes on the keywords
identified (Free. You’ll need an account).
For additional keyword suggestions, use:
● Google’s suggested searches (as
you type)
● Related searches at the foot of each
Google results page
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14. Organise your keywords
Break your full keyword list up into shorter
lists where they are identical / close
matches in context.
This will dictate the new pages required:
● “Do” (location) variant keyword pages
● “Think” variant keyword pages
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Draw a sitemap out in Excel to
organise these keywords lists
against each new / existing page.

15. Website structure / taxonomy
Organise your content so that it sits together in the right part of the site.
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Root Level 1 Level 2 URL Structure
Home www.yourdomain.com
Blue widget page www.yourdomain.com/blue-widgets
Blue widgets reviews www.yourdomain.com/blue-widgets/reviews
Blue widgets Derby www.yourdomain.com/blue-widgets/derby
The level 2 pages will all be linked to from the level 1 (parent) page.
Larger sites can have deeper levels.

16. Check your pages are indexed
Search Google’s index with
Site:yourdomainname.com
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Start a Google Webmaster Tools
account to see if there are any
complaints to resolve

17. Important page elements
There are a handful of SEO fundamentals for you to
consider when creating good web pages.
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● Good page name (which forms the URL)
● Descriptive heading (H1)
● Intro paragraph to summarise the content and purpose of the page
● Well written and visually interesting. 200 words plus
● Relevant images to break up the copy
● Cover the context of the specific keyword list for each page
● Mention your target keywords naturally in the text (use synonyms)

18. You now have a more influential website
Your website is now much better prepared for SEO performance.
Now spread the word and optimise.
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● Share your useful, more helpful content on social media
● Check your keyword positions manually or in a tracking tool
● Continually optimise your pages; test out different copy / title tags etc
● Keep adding to the site’s content; blogs / new pages
● Increase your social media activity as your content grows
● Use Google Webmaster Tools to find new keyword opportunities
SEO is a marathon not a sprint

19. Thank you.
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