![What’s today all about ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (15)
Similar a Serious about SEO - 06 October 2011
Similar a Serious about SEO - 06 October 2011 (20)
Último
Último (20)
Serious about SEO - 06 October 2011
- 1. Serious About SEO Search engine optimisation
- 5. Serious About SEO Search engine optimisation
- 6. What is SEO? Adapting your online content so you’re found in organic search engine results
- 7. What is SEO? Paid search (pay per click) is instant but can cost up to £10 per click
- 8. Search Engine Market Share dominated by…
- 9. 400 million search queries performed every single day
- 10. 9/10 businesses find search engine optimisation (SEO) to be effective at increasing sales Source: E-Consultancy November 2010
- 11. Why is SEO so effective?
- 12. Customers want to buy … NOW
- 13. But it’s not easy
- 14. 7,000,000 new websites launch every single month
- 15. Search engines are in constant flux
- 16. Paid search represents £18.9 billion (up 16.5% since 2009)
- 17. Websites looking to save costs are shifting budgets to SEO
- 18. Competition can be fierce
- 19. 40% are increasing SEO spending in 2011 Source: Econsultancy November 2010
- 20. What can SEO really achieve?
- 21. Case study: Local business 25 enquiries per month from natural search £1,500 per month investment 150% ROI over 12 months
- 22. Case study: B2B service Ranked on 1 st page of Google for 30+ keywords Doubled leads to 100 per month in 6 months £3,000 per month investment with 200% ROI
- 23. Case study: Retail brand Doubled e-commerce sales to £1,200,000 400% ROI in 12 Months From £150,000 Investment
- 24. Case study: Luxury service 5,000 leads from SEO & PPC campaigns £3,500,000 in annual sales revenue £350,000 investment 1000% ROI
- 25. So, how does SEO work?
- 26. 4 Steps to SEO Success
- 27. 1. Keyword Research The words people are actively searching for which are relevant to your website
- 28. Research tools help find keyword search volumes
- 29. Analytics & webmaster tools identify converting keywords
- 30. Keywords should reflect: brand names/mis-spellings products/services target audience unique benefits locations
- 31. 2. Website Optimisation Content and technical issues can prevent your website being listed in search results
- 32. seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo seoseoseoseoseoseoseo It’s not about keyword stuffing
- 33. or using white keyword text on white backgrounds
- 34. BEWARE! Spam gets banned
- 35. Title tag, navigation, image, H1, text, URL & server changes are essential
- 36. + Changes can cause increases Technical SEO issues: web hosting server location, PHP/ASP/JavaScript coding, URLs, domain names, CMS, onsite search, dynamic content, onsite links, iFrames, navigation, htaccess, robots.txt, redirects, images, videos, audio, flash, pdfs, duplicate content, dated content, archived content, moved content, deleted content, usability, accessibility - Changes can cause drops
- 37. Case study: Famous Job Site 3 million live web pages Pages indexed by Google = 13 Technical SEO issues are common
- 38. 3. Link building Outreaching to others to promote your website and improve your rankings
- 39. Your website needs LINKS!
- 40. More Links… Higher Rankings… Greater Traffic… 2.42% TOTAL 3 rd Page 4.37% TOTAL 2 nd Page 89.71% TOTAL 1 st Page 6.05% 4 th 8.47% 3 rd 11.94% 2 nd 42.25% 1 st % of Click Throughs Natural Ranking
- 41. Use link research tools to find how many links your site has compared to your competitors’
- 42. Case Study: Link Power 413,730 websites link to Adobe Reader Most websites use link text “click here” Adobe ranked 1st for keyword “click here” Without the keyword being on their site!
- 43. articles, directories, linkbait, blogs, social media, authority The perfect link mix 1 part value 1 part volume 1 part variety Dashes of relevance
- 44. Strategy Blog E-Commerce Widgets Audience B2B Local
- 45. 4. Reporting Measuring SEO to inform decision-making
- 46. SEO Results Traffic Conversions Conversion ratios Channel comparisons Cost per acquisition Number of visits to conversion Average order value Sales value Lead volume Blog/Email subscribers Rankings Brand awareness Website reputation Website optimisation Market share Reduce PPC spend ROI Metrics
- 47. SEO Reporting Monitor Rankings, Traffic & Conversions
- 48. SEO Project Reporting Monitor Task Status & Plan Actions
- 50. ROI SEO is a long-term investment Growth rate is dependent on budget/competition/technical constraints Value increases significantly after 6-12 months
- 51. Challenges Investments are £500 - £20,000/month Unmade changes cause slow results Campaigns are 6 – 12+ months
Notas del editor
- Source: http://www.searchengineguide.com/sage-lewis/paid-search-is-taking-over-the-world.php
- Source: http://www.searchengineguide.com/sage-lewis/paid-search-is-taking-over-the-world.php
- What keywords would you want to rank for?
- Do you have analytics? Do you have webmaster tools?
- Who are your current customers? Where do you want orders from? What customers would you like more of? What products do you provide? What are your most popular products? Why do people buy from you rather than your competitors? What locations do you cover?
- The BMW website was banned by Google for black hat search engine optimisation practices. This seriously impacted their marketing… and subsequent sales… and reputation. Only use white hat SEO techniques.
- Can you make changes to the server and add new content? [Request example for your site].
- [Request example for your site].
- So how can you get more links?
- With all those new websites and your competitors targeting the same keywords. Rankings will go up & down, this is normal. We report on your rankings and use these insights to identify which keywords to prioritise based on their shifts in the rankings
- Project management of keyword research, competitor research, technical issues, content optimisation, link acquisition & reporting is ongoing and usually involves managing lots of different stakeholders. We provide an update of completed activity with a plan of upcoming activity to enable you to follow progress and integrate with other campaigns & developments.
- Do you have a budget for SEO? What’s your overall marketing budget? What proportion would you ideally like to allocate? What typical returns do you expect from marketing investment? How many customers do you have? What’s the lifetime value of a customer? If SEO can demonstrate positive ROI within 6-12 months of starting, when would you want to start?
- Do you foresee any issues with the above? Would others be involved in the decision?