Online Seller Wales - Newport (Ben Magee)
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Newport's first Online Seller Wales event! Ben's notes on Using SEO to Get the Most Out of Your Website
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Online Seller Wales - Newport (Ben Magee)
- 1. USING SEO TO GET THE MOST OUT OF YOUR WEBSITE
- 2. WHAT WE WILL COVER Part 1: SEO What is it? How do search engines work? How to be found
- 3. WHAT WE WILL COVER Part 2: On-site SEO How to choose keywords How to optimise your web pages
- 4. WHAT WE WILL COVER Part 3: Off-site SEO How to build links What should my link profile look like?
- 5. WHAT WE WILL COVER Part 4: Content How to create great content How to attract great links
- 6. WHAT IS SEO?
- 8. WHY BOTHER? High rankings mean… Greater brand exposure More traffic More sales & enquiries
- 9. HOW GOOGLE WORKS Spiders crawl links Adds page to the index Shows most RELEVANT results Orders results due to IMPORTANCE
- 10. RELEVANCE Keywords on your pages Keywords behind your page
- 11. IMPORTANCE In-bound links Votes of confidence Relevancy Authority
- 12. ON-SITE SEO
- 13. CHOOSING KEYWORDS Assumption is the enemy of SEO So use the Google Keyword Planner Tool (it’s free and easy to use)
- 15. CHOOSING KEYWORDS Compare volume with competition – find gaps in the market Mix quick-wins with long-term goals
- 16. SEO COPYWRITING Google ranks webpages not websites 1-2 keywords/phrases per page Avoid duplication (e.g. product description) Keep it unique
- 17. SEO COPYWRITING Write for users first but make it search engine friendly In your copy = headings, subheadings, body, call to action, etc. Behind the scenes = page title, meta data, alt tag, URL, etc.
- 18. SEO COPYWRITING
- 19. SEO COPYWRITING Strong messages and good keyword use are vital for clicks
- 20. TRACKING Ensure e-commerce tracking is setup in Google Analytics Do you know what your visitors are doing on your site?
- 21. OFF-SITE SEO
- 22. LINK BUILDING Your site needs in-bound links Your aim is a variety of natural authoritative links Many ways to get links…
- 24. LINK BUILDING Specialist Directories Niche specific (clothing, weddings etc.) Location specific (UK, Wales, Newport etc.)
- 25. LINK BUILDING Content Guest blog posts Shareable content (e.g: infographics) Online press releases
- 26. CONTENT
- 27. CONTENT Spend time regularly on great content creation Your brand will stand out to visitors You will reach new fans and followers
- 28. CONTENT Why bother with a blog?
- 29. CONTENT Why bother with a blog? 92% of companies who blogged multiple times a day acquired a customer through their blog (HubSpot, 2012)
- 30. FINDING THE NEED Research what people are already looking for: Keyword tool Blogs Discussions
- 34. SEO & CONTENT “Provide unique and relevant content that gives users a reason to visit your site … create a useful, information rich site.” - Google
- 35. SEO & CONTENT Link-bait = the best links Get social links and shares
- 36. SO…
- 37. YOU NEED TO Choose your keywords carefully Optimise your pages properly Build/attract lots of links from external sites Check your link profile
- 38. YOU NEED TO Find out what your market is interested in Create content that answers their questions and inspires them to act Distribute it socially
Notas del editor
- LIBERTY INTRO – INTERNET MARKETING AGENCY, LARGEST IN WALES, DOZENS OF E-COMMERCE CLIENTS – START UPS, BIG BRANDS ETCSEO = Huge topicStill learning, constantly evolving, changes every day – changes to the Google algo almost dailyThe basics stay the sameOnly 1/2 hour to quickly run through it all, so will be quick.
- 4 main areas, each with a few tipsQ&A at the end3 CLICKS
- 2 CLICKS
- 2 CLICKS
- Content brings it all together – we will coverCrucial to any SEO strategy – link building link earning2 CLICKS
- To start, let’s spend a couple of minutes looking at what SEO is
- The Organic resultsTraditionally, two sections to a search engine. Paid and unpaidNot talking about PPC today.This section, where usually 70-80% of people click.
- People trust sites at top of Google – assume Google orders them and that they cant be manipulatedSEO is an industry leveller- You can compete internationally in competitive markets and winPull NOT Push – Users find you. NOT DISPLAY AND PRAY – traditional marketingWe’ve got results for local businesses (Shop Rugby) to help them compete nationally with big brands by tightening up their SEO3 CLICKS
- Capitalised as they are the FUNDAMENTALSJump from link to linkSit in the index waiting for a search – example?4 CLICKS
- USER FACING - Keywords on pages - headings, copySEARCH ENGINE FACING - Behind the scenes - titles, meta dataAll about showing Google that you’re relevant - Gets you into the game.2 CLICKS
- More links the better - gets you to the top of the pile.Popularity contest – not just a numbers gameRelevance is key to likes.Authority – example (BBC etc.)That’s it. SEO in a nutshell. Proving relevance and then importance ranks you above the next site4 CLICKS
- Choosing keywords is essential – never assume!Big mistake we see - wrong keywords are chosen - example Plus size clothing & Large mens clothing or bigsmens clothing2 CLICKS
- Stick ‘keyword planner’ into Google. First result.You do need a Google Account to access this these days.This recently replaced the keyword tool
- Look for the long hanging fruit as a first priority, but long-term goals also need to be targeted.Once you’ve picked your keywords – THEN WHAT?2 CLICKS
- G ranks webpages for non-branded search termsPoor keyword use is a huge issue and can lead to indexation problems One page of your site to show for each keywordAVOID DUPLICATE CONTENT wherever possible! If copy is duplicating – find the causePANDAAlways include a unique Product description as Google can’t read images – don’t copy manufacturers4 CLICKS
- Needs to be written with users at the fore, but search engines considered as well.Put keywords/phrases both user facing and search engine facing3 CLICKS
- Keywords are highlighted.This is an over-optimised article.Always write it organically – probably mention the keyword 2 or 3 times depending on the article
- Page title = blueURL = greenMeta description= blackAll visible in Google – GET YOUR USPs and KWs in thereNeed keywords in there (emboldened) and good sales messages to entice the click.
- Getting click throughs is great – but It’s not all about traffic – is your traffic converting?Essential to SEO ROI – is your time well spent?Do you know how users navigate your site?2 CLICKS
- Links are one of the major signals thatGoogle uses to establish site authorityA varied and natural link profile is best.Don’t ‘over optimise’ as this annoys Google – too many of the same type of link etc3 CLICKS
- Get links from the existing relationships that you have already built3 CLICKS
- Not GDsRequest links from industry sourcesCan still automate some link building – need to be careful though2 CLICKS
- Build new relationships.But how?The best content always answers an existing question and more so if it. answers a question that no-one else has beforeAlso builds brand signals3 CLICKS
- So looking at both on and off site.Huge subject - Hugely importantBrings everything else together and steps it up a notch
- Content can be blog posts, news articles, videos, images, guides, whitepapers, etc.3 CLICKS
- You might think but I’m a shop… why bother with a blog…?People ask questions now – think google is cleverer. More unique – hence Hummingbird.Used to search Barack Obama and navigate to Wiki, now want instant answer
- Don’t write for the sake of it. Find out what people care about first – ANSWER A QUESTIONThink… WOULD YOU SHARE IT?1 CLICK
- Keyword Tool
- Blogs
- Discussions
- Hugely important not just for users (hints, tips) or so you have extra pages for GoogleBut also helps improve your SEO and therefore rankings
- Goal AdviserInfographicBlogging allows you to quickly create keyword rich content. Fresh content keeps Google returningSOCIAL SIGNALS = important ranking factors2 CLICKS
- To summarise.
- 7 things to do…4 CLICKS
- 3 CLICKS