The DPOM breakout sessions (Google Workshop) from Lincuplive 2013 SEO - The Good and the Bad...

1. Google SEO Workshop
#LUL360
#LUL360
dpom
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2. Google SEO Workshop
• The Future of SEO - Content Driven SEO
• How to rank your website as high as possible
• How to avoid getting penalties from Google
• Tools to help

3. Who are DPOM?
•
We have a proven track record and a client retention rate
of 97% (we’re working hard to improve this!)
•
We’re trusted and respected: we write for the industry
leading authorities on SEO and Online Marketing Including:
Marketing Land, Search Engine Journal and Social Media
Today.
•
We’re honest: SEO is a marathon and not a sprint, we won’t
promise you quick results, it’s rarely possible.
•
We’re listed on the Recomended Agencies Register - and
audited yearly
•
We’re a Google Partner & Bing Accredited Professional
dpom
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4. What is SEO?

5. What is SEO?
• SEO (Search Engine Optimisation)
• The process of making a website satisfy search queries
from users which will likely result in conversions
whilst conforming to search engine guidelines
• It is not about simply getting the best possible rankings.
• It is not about getting high levels of traffic.
dpom
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6. Search Engine Guidelines
• Guidelines stipulate how to ensure your website ranks
well in search and provides the best experience for
visitors.
• Failure to follow guidelines often results in
penalties or even permanent exclusion from search
engines such as Google.
• You may of heard of Google Penguin and Panda?
dpom
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7. Google Algorithms
Not as cute as they sound

8. Google Penguin
Links
•
A Google Algorithm designed to target websites that don’t conform
to guidelines, in particular, sites that obtain “unnatural links” (for
example: building links artificially rather than creating a website
that attracts links naturally because it’s users find it helpful or
interesting.)
•
Penalties include: exclusion or major ranking drops. Penalties can
be algorithmic or manual (a Google webspam team member will
manually penalise your website - this is often the most severe
penalty)
•
Notable cases include: JC Penney (USA) and Interflora (UK).
dpom
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9. What’s Googles problem with
links?
•
•
Links are part of the Google Algorithm (there are over 200 factors).
•
Links should be obtained naturally - i.e. people should voluntarily
link to you.
•
It is possible to manipulate the system by artificially creating links from
websites you own, or publishing low quality content on other websites
and then linking to your website. But that’s outside of the Google
Webmaster Guidelines.
dpom
Google considers links as a vote - if a website links to yours it is
classed as a “vote” that your website is useful and this can help search
results by passing “Page Rank”
we’ll get you found

10. Google Panda
Content
• Panda is an algorithm that targets websites with “thin”
and “low quality” content.
• For example, keyword stuffed content or content that
provides little use to visitors.
• Often referred to as an “over optimisation penalty”
dpom
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11. Example of Bad SEO
• Interflora - Had a penalty for building unnatural links
earlier this year using advertorials to rank for terms.
This is not “natural”
• Didn’t show in Google for many terms including
BRANDED terms for 11 days until they recovered
• Newspapers that provided these advertorials had Page
Rank removed
dpom
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12. dpom
Traffic Feb 2013
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13. Got a penalty?

14. Two Types of Penalty
• Manual - a member of the Google Webspam team has
manually penalised your website (Either the full website
or links that affect parts of your website)
• Algorithmic - E.G. Your site is losting traffic because
Google's Algorithm no longer rates your website as
highly as it once did

15. What is “Good” SEO?
• Make a website for users and not search engines
(This includes writing for humans!)
• Don’t try and manipulate Google Algorithms Follow the Webmaster Guidelines and don’t risk a
penalty
dpom
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16. What’s the Answer?

17. Content Driven SEO
dpom
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18. How does this help?
• Content gives search engines more information
and more terms to rank you for
dpom
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19. How do I create content to
rank for 100’s and 1000’s of
search terms ?

20. What is Content Driven SEO?
• Creating relevant & unique content on your website:
• Blogging
• Videos
• Good Product / Category Listings
• In depth relevant page content
• What else?

21. What do I blog about?
• Tell a story - how you achieved something in business
that someone else might find interesting to read
• Establish yourself as an authority
• Give opinions
• Top 10 lists
• Get staff to blog
dpom
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22. Google
Authorship
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23. Google Authorship
•
•
•
•
•
•
•
dpom
Links your content to you as an author
Links to your G+ Profile
Makes it easier for people to find your content
Establishes “ownership” of your content
Makes search listing more “clickable”
Establishes you as an authority
Google actively persuing new updates to reward authoritive
authors of content (Confirmed by Google)
we’ll get you found

24. Social Media
• Help your content get discovered
• Share it on Social Media - not just once!
• Engage with influencers on Social Media - more
likely to share your content if you have a relationship
• Make it easy for visitors to share your content: add
share buttons to your website
dpom
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25. Even better...
• If you’re content is great, people will love it and talk
about it Social Media and may even link to it from their
blogs and website = BINGO! A natural link = better
rankings (eventually!)
dpom
we’ll get you found

26. Google
Says...
The best way to get other sites to create high-quality, relevant links to
yours is to create unique, relevant content that can naturally gain
popularity in the Internet community. Creating good content pays off:
Links are usually editorial votes given by choice, and the more useful
content you have, the greater the chances someone else will find that
content valuable to their readers and link to it.
https://support.google.com/webmasters/answer/66356?hl=en
dpom
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27. Content Research

28. Keywords
•
Keywords (or keyphrases) are phrases a user enters into
search.
•
Google will display the best and most relevant websites for any
given term.
•
To rank, we need to consider what keywords visitors may
use - but base this on fact and not opinions.
•
Google’s crawler reads our webpages to understand what they
are about.
dpom
we’ll get you found

29. Main Keywords are not main
keywords.
• Commonly, a website will attempt to rank for a handful
of keywords - usually very broad and highly competitive
keywords e.g. “Widgets”
• Long Tail Keywords are more specific and tend to
convert better “Buy Red Widgets for Men”
• Although “head” terms have high search volume, long
tail keywords drive more searches in aggregate
dpom
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30. 40-50%
of all searches in Google are Long Tail (3 words or more)
dpom
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31. 18-20%
of all searches in Google are “incredibly Long Tail”
(never searched before)
dpom
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32. 50 + 20
=70%
of all searches in Google you are potentially missing
out on by not thinking of long tail keywords
dpom
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33. Real Life Example
Why Longtail Keywords are Crucial

34. Case Study:Vodafone.co.uk
What is their “Main” Keyword?
dpom
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35. Mobile Phones?
0.19% of all traffic to vodafone.co.uk from the term
“Mobile Phones”
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36. Approx. 60% of traffic from
branded search
terms including “vodafone”
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37. data provided by SEMRush
Oct 13
The other 40% ?
From the other 36,000 keywords they rank for
dpom
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38. dpom
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39. Expectations

40. Expectations
• Sustainable SEO is a long term marketing strategy
• Incredibly good ROI
• Don’t expect significant short term
improvements
• Don’t take shortcuts - they won’t work for long
• Remember: “Traffic is Vanity, Conversions are Sanity”
dpom
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41. Expectations
Example of growth from sustainable SEO from 2010 to 2013
Sustainable SEO that conforms to guidelines should never result
in a penalty
dpom
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42. Tools
dpom
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43. Google Webmaster Tools
https://www.google.com/webmasters/tools/
• Notification of any problems Google has with your site
• Notification of any penalties
• Keyword and ranking data
dpom
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44. dpom
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45. Google Analytics
https://www.google.com/analytics
• Lots of data
• Will not in future show what keywords sent traffic (not
provided)
• INCREDIBLY useful to understand website
performance
dpom
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46. dpom
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47. AdWords Keyword Planner
https://adwords.google.com/o/KeywordTool
• Keyword research: identify new keywords
• Provides suggestions of what keywords will send traffic
• Search Volumes
dpom
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48. dpom
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49. Google Trends
https://www.google.com/trends
• Discover new keywords that are gathering pace
• Understand seasonality of keywords
• Spot new opportunities
dpom
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50. dpom
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51. dpom
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52. Google Webmaster
Guidelines
https://support.google.com/webmasters/answer/35769?
hl=en
• Even if you pay an SEO, be familiar with the guidelines
• It’s Googles rule book
dpom
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53. whatsmyserp.com
• Check ranking positions
• don’t check ranking positions by searching - often
personalised results
dpom
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54. In short...
•
•
•
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Follow the guidelines
•
•
Share on Social Media
Create a website for people not search engines
Research - use tools to drive your SEO based on fact
Write unique and relevant content that people will find
interesting and earn natural back links
Be patient