This document provides an overview of a training session on search engine optimization (SEO) fundamentals. The session aims to help attendees understand what SEO is, how it can drive business to websites, how to identify important keywords, what Google looks for in websites, how links can help with rankings, and where to get links. The document discusses SEO myths and truths, how search engines work, how to identify problems on websites, the importance of links and link building strategies, and how smaller businesses can compete against larger competitors through SEO without big budgets.
4. AIMS OF THE SESSION
By the end of the session we’ll all have an understanding of the following:
• Know what SEO actually is
• How it can help to drive business to my website
• The keywords I care about
• What’s Google looks for in a website
• Links and how they help
• Where and how to get links
• It’s not just about web pages….
7. Search Engine Optimisation (SEO) is simply
understanding how search engines rank content
and using this understanding to ensure a website
or some other digital asset ranks well.
17. WHY IS SEO IMPORTANT FOR YOUR BUSINESS
• 70% of users click organic search results – HubSpot
• 60% of clicks are for the top 3 search results –
HubSpot
• 75% of users NEVER go to page 2 of results –
HubSpot
• 93% of online activity starts with a search – Search
Engine Journal
22. HOW DO SEARCH ENGINES WORK?
Simply put, search engines crawl the web to
understand what web-pages are about in order to
serve relevant pages to people searching the web
23. YOU AND I SEE THE WORLD DIFFERENTLY
• Location personalisation
• Device personalisation
• History personalisation
• Circles preference
• Intent personalisation
24. THE GOOGLE BEAUTY PAGEANT
Relevancy
• Content
• Website
structure
Popularity
Behaviour
• Inbound Links
• Social Signals
• User Profiling
• Searcher
Intent
25. KNOW YOUR MARKET
Google is NOT the king of the world, be sure you
understand that you focus on search engines your visitor
and target market use
26. How can small and newer businesses beat the
competition?
33. MAKING SURE YOUR WEBSITE IS SHIP SHAPE
• Keywords in your pages
• Page titles
• Content headings
• Page URL’s
• Internal links
• Images and other media correctly labeled
• Page speed
• Broken links
34. COMMON PITFALLS AND HOW TO SPOT THEM
• Multiple versions of a domain and or homepage
• Duplicate content
• Poor internal links
• Bad titles and headings
• Broken links
• Missing image descriptions
40. RULE OF THUMB FOR LINKS
If it’s easy to obtain by anyone, it’s low value
The harder a link is to get, the more valuable
41. SOME USEFUL LINK BUILDING TOOLS
• DMOZ – dmoz.org
• Submit your information and hope for the best
• Industry specific directories
• Don’t spend lots of money to be in them!
• Leverage supplier contacts
• Get links back from customers websites
• Check your competition
• Social media profiles
• Google places verified listing
42. AVOID….
• Reciprocal linking
• Blog commenting with links back
• Forum links
• Paying someone in China, India or some other country to give
you thousands of links to your site
43. SHHHH….. IT’S A SECRET!
How to compete with £million SEO budgets
without spending a penny!
45. EXAMPLE: MEET PAUL
Business:
Spin Less Plates
Sector:
Business management software
Competitors in search:
Small companies like Sage, Kashflow &
Microsoft
Time in business: 18 months
Go around the table asking what people have done to measure the success of their existing online marketingIf there is little ask for 1 thing that they took away from the last session and WILL implement.
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Being infront of people that are looking for your products or servicesOne of the lowest CPA’s for targeted traffic with longevityLaser target terms with traffic and intentVisibility builds trust with prospectsROI is much higher than other forms of marketing
What are your concerns about using SEO in your business?