A quick look at key SEO issues, taking in to account Google Penguin, Panda and Hummingbird

1. 1 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 1
Penguins, Pandas & Hummingbirds
The Changing Face of Search

2. 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. 3 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 3

4. 4 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 4
FIRE!!!!!

5. 5 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 5
Comfort

6. 6 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 6

7. 7 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 7
Available to download

8. 8 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 8

9. 9 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 9

10. 10 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 10
What we do
• Pay monthly Support
• IT Support Credits
• Short term IT Support Cover

11. 11 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 11
What we do
Pay as you use IT Support
• New Starts & Micro Businesses
• Support recorded by the minute
• Invoiced monthly

12. 12 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 12
What we do

13. 13 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 13
What we do
Database
Development
and
Migration

14. 14 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 14
Who we do it for
• Small and Medium Sized Businesses
• Schools and Colleges
• Legal Practices
• Engineering Companies
• Media Companies
• Multinational Software Developers
• Psychologists

15. 15 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 15
Call 0117 3 700 777
Email info@bristolitcompany.com
Browse www.BristolitCompany.com
Tweet @supportbristol
Linkedin bristol-it-company-limited

16. 16 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 16
Penguins, Pandas & Hummingbirds
The Changing Face of Search

17. 17 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 17
World Wide Web – Reality Check

18. 18 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 18
Vast Market
Great Opportunity

19. 19 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 19
7.1bn
2.1bn
49m

20. 20 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 20
Lots of money
spent online

21. 21 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 21
SourceOfficeofNationalStatistics
UK Online sales 2012
Ecommerce = £483bn
Ecommerce = 19% by value
B2C = £ 78.15bn
B2B = £404.85bn

22. 22 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 22
Lots of different ways to get online
=
Lots of time spent online

23. 23 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 23
PC
Laptop
Netbook
Tablet
Smart Phone
WiFi
3G
4G

24. 24 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 24
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?

25. 25 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 25
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?

26. 26 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 26
A –
I –
D –
A –
Grab the ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Does it tell the right story?

27. 27 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 27
Penguins, Pandas & Hummingbirds
The Changing Face of Search

28. 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

29. 29 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 29
Web Marketing is a Marathon
There are NO quick wins!

30. 30 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 30
Are you measuring?

31. 31 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 31
• 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?
• Sales
• Email contact
• Subscription
• Calls

32. 32 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 32
Google Analytics

33. 33 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 33
Traffic Sources

34. 34 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 34
Webmaster – www.google.com/webmaster

35. 35 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 35
Penguins, Pandas & Hummingbirds
The Changing Face of Search

36. 36 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 36
What IS SEO?

37. 37 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 37
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?

38. 38 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 38
The Problem

39. 39 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 39

40. 40 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 40
80% of web users use Search Engines
90% use Google
50% of users go beyond page 1
10% of users venture past page 2

41. 41 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 41

42. 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 results
There Isn’t one!

43. 43 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 43
So Andy –
Are you going to tell us how to get to
in Google?

44. 44 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 44
Are you registered?

45. 45 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 45
www.mybusiness.co.uk
www.mybusiness.co.uk

46. 46 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 46
www.google.com/submityourcontent/website-owner/

47. 47 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 47
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. 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?

49. 49 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 49
Probably the most important
content on your web site

50. 50 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 50
Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
• Use tools such as
SEMRush
KeywordSpy
KeywordEye

51. 51 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 51
KeywordSpy
SEMRush

52. 52 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 52
Home
Page
Searches Services
Page
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

53. 53 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 53
Where do they go?

54. 54 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 54
Where to place Keywords

55. 55 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 55
Where to place Keywords

56. 56 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 56
Hummingbird – how it works and what it means
Previously on Google
Hotel
Swimming pool
Majorca
With Hummingbird
Hotel
Swimming pool
Majorca

57. 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. 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

59. 59 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 59
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

60. 60 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 60
Writing great content
• Read out-loud
• Edit
• Incorporate your keywords
• Cut the word count in half

61. 61 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 61
Ernest Hemingway’s Top 5 Tips for Writing Well

62. 62 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 62
Always use short sentences
Rule No. 1

63. 63 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 63
Use short 1st paragraphs
Rule No. 2

64. 64 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 64
Use vigorous English
Rule No. 3

65. 65 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 65
“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

66. 66 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 66
Be positive, not negative
Rule No. 4

67. 67 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 67
Only use the gold
Rule No. 5

68. 68 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 68
“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.”

69. 69 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 69
HTML Title
• about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular
page
Where to place Keywords

70. 70 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 70
Where to place Keywords

71. 71 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 71
Where to place Keywords
Meta Description Tag – aka “Snippet”
– Limit to around 150 characters
– Use on every page
– Customise for each page

72. 72 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 72
Meta Description Tag – aka “Snippet”

73. 73 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 73
Alternative Attribute – aka Alt Tag
– Every Image needs one
– Build Keyword Count
– Comply with Disability Discrimination Act - Accessibility
Where to place Keywords

74. 74 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 74
Alternative Attribute – aka Alt Tag

75. 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 keywords
Where to place Keywords

76. 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

77. 77 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 77
• 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

78. 78 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 78
What Else Counts?
Backlinks

79. 79 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 79
Backlinks
link:www.thecompetition.co.uk

80. 80 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 80
Backlinks

81. 81 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 81
Backlinks

82. 82 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 82
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

83. 83 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 83
Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?
What Else Counts?

84. 84 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 84
What has Changed?
Google Panda

85. 85 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 85
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

86. 86 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 86
• 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?

87. 87 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 87
• 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

88. 88 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 88
What has Changed?

89. 89 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 89
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

90. 90 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 90
• 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?

91. 91 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 91
• 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

92. 92 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 92
Remember
Your web site is for your
CLIENTS
not the search engines

93. 93 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 93

94. 94 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 94
www.google.com/places

95. 95 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 95

96. 96 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 96
So Andy –
Are you going to tell us how to get to
in Google?

97. 97 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 97
Probably the
greatest marketing opportunity
known!

98. 98 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 98

99. 99 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 99
Pay per Click
aka PPC, Google Ads, Sponsored Links
Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max
www.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands

100. 100 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 100

101. 101 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 101
• Blogging
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing

102. 102 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 102

103. 103 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 103

104. 104 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 104
What is it?
Spam and Virus filter for businesses
running their own email server
Such as
• Microsoft Exchange
• Microsoft Small Business Server

105. 105 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 105
How does it work?
1. Email arrives at ScanMX for scanning
2. Clean emails passed on to your Email Server
3. All incoming email is also backed up in our
secure datacentre
4. Blacklist senders [ScanMX Premium]
5. Mirrored ScanMX servers [ScanMX Premium]

106. 106 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 106
How much does it cost?

107. 107 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 107
How much does it cost?

108. 108 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 108
How do I get it?
www.ScanMX.com
Free 30 day trial

109. 109 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 109
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/webmaster
Google Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements
where possible

110. 110 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 110
Find us
www.bristolitcompany.com
info@bristolitcompany.com
Follow us
Twitter @SupportBristol
Linkedin bristol-it-company-limited
Phone us
01173 700 777

111. 111 Bristol IT Company, Castlemead, Lower Castle Street, Bristol, BS1 3AG 01173 700 777 111