Search Engine Optimisation

SEO in 2013

• Google Local is starting to dominate localised keywords

• “Social signals” from Facebook, LinkedIn, Twitter etc are becoming vital

• Mobile search is becoming more important i.e. people searching via smartphones

• Arguably not as important as email marketing to existing clients

• Keyword research to develop “targeted” keyword lists is even more important

• How to track ROI?

So what’s it all about? This.

But what keywords?

Measurements

3 Keys to SEO

1 Linkworthy - make it useful & compelling– SEO is intertwined with web site design & content– Tips booklets, news, content– Bear in mind it’s the law we are talking about!

2 Keywords & Content - Site optimisation– Theme optimization = keyword-focused content– More content = higher PR– Follow best practices, avoid worst

3 Link Popularity - Off-site optimisation– Social signals– Maximize high PR inbound links (backlinks)– Keyphrase filled anchor text (example: “planning solicitor”

not “Kingsley Smith”

Domain authority

On page factors

An example

Rank = No.2Searches/month = 100Visits = 5Pages/View = 4.6Time on Site = 2:17

Link building

• Less is more now• Getting less links from higher quality sites

(higher PR or Domain Authority)• Guest blogging• Use a keyword, not the name of the firm for

the “visible phrase”

Use of Site Maps

• Manual site maps• Auto-generated sitemaps for Google upload

Something to ponder

Website No. of Partners

DomainAuthority

No. of Pages

No. of Links (Yahoo)

BBC 97 20,700,000 45,888,507

Irwin Mitchell 67 71 17,700 81.672

Howells 13 27 1,790 36

Kingsley Smith 2 45 2,690 1,572

Bonallack & Bishop

2 53 2,600 2,851

Data from SEOmoz

Oh, there’s more in “social land”

Website Facebook Shares

Facebook Likes

Twitter Shares

Google+ Shares

BBC 78.758 19,639 123,759 5,479

Irwin Mitchell 61 4 5 17

Howells 8 12 1 0

Kingsley Smith 2 4 3 1

Bonallack & Bishop

0 0 0 0

Data from SEOmoz

So what can be achieved?

Tutorial (if we have time)

• Someone be brave, let’s do some work!• Give me your website address• What is the target phrase you think we

should look at?

http://www.conscious.co.uk/presentations