how seo works & 5 top tips
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The changing faceof SEO and 5 top tips to takeaway.
Business Technology Forum | Blue Logic Digital
Blue Logic Digital
AGENDAHow SEO Used To WorkWhat Now WorksTakeaways 1 Spotting on page issues2 Is there demand?3 Local visibility 4 Audience targeting 5 Measuring resultsTop Tools The Agencies UseQ&A
Matt ShawDigital Marketing Strategist
Blue Logic Digital
How SEO used to work
Quantity over quality links
Google Manipulation - keyword stuffing
Low quality content - article spinning
As a result Google introduced algorithm updates resulting in potential penalties.Penguin link relatedPanda content related
Can result in short term results but long term damage.
So what now works in modern SEO?
Digital agencies and in-house teams need to align themselves to more traditional marketing techniques by:
Focusing on customer journeysCreating good quality content Increasing brand awareness through PR linksDelivering good Customer experience through a fast, mobile friendly and technically sound website
Lets start with the basics
1 Spotting on-page issues
Technical SEO - CRAWLINGGoogle send out spiders, that crawl and index the website through links
They land on a website (via a link), crawl all of the content and send it back to Google for indexing
It will continue to crawl through links on the page to discover other pages on your site and other peoples
Google does this millions of times an hour, every day to build the index we search
Technical SEO Key items to checkURL & Page TitlesHeading/H1 tagsIIS Tool - http://goo.gl/ftFUt8 Unnecessary Re-directed Links Broken Links
Technical AnalysisRow LabelsCount of Violation TitleThe tag does not have an ALT attribute defined.99563The page contains invalid markup.23539The page contains multiple tags.4922The page was excluded by a nofollow attribute.3888The page contains unnecessary redirects.3653The title is too long.2418The request is disallowed by a Robots.txt rule.1999The page contains a large amount of script code.1626The page contains a large number of Cascading Style Sheet (CSS) definitions.1024The description is missing.604The URL for the hyperlink is broken.508The link text is not relevant.261The page contains broken hyperlinks.230The tag is missing.201The page contains multiple canonical formats.46The description is empty.43The title is empty.28The title is missing.22The page uses a refresh definition instead of using redirection.19The description is too long.14The canonical URL of the page is inconsistent.8The canonical URL is linking to a resource that permanently moved.6The page contains multiple title tags.5The page contains too many hyperlinks.5The canonical URL is broken.4An unexpected error has occurred.3The description is too short.3The redirection response results in another redirection.3The title and description are identical.3The page contains multiple descriptions.1The page specifies more than one canonical URL.1Grand Total144650
2 - Is there demand?
3 Local Visibility
4 Audience Targeting
Aligning with traditional marketing through audience targetingHow to find your online target audienceGoogle Analytics DemographicsFacebook PixelYouGov Audience Profiler
Google Analytics DemographicsAgeGenderInterestsLocation
5 How to measure success
Key Performance IndicatorsAverage Indicators Rankings, Bounce Rate, Visibility, Time on SiteGood Indicators Sessions, New visitors, comparisonsFocus on Sales / Leads to check ROISetup Goals in Analytics & Ask your customers
Google Keyword Plannerservice / product demandGoogle Analyticsvisitors, demographics, content performanceGoogle Webmaster Toolshow google views your website, keyword performance (rankings)Google Page Speed Tool (inc Mobile)
MajesticLinks MOZknowledge base for further learningSearch Metricsbrand visibility
What does Google class as good content ?Are there any tools for checking content?Is Google prioritising PPC over Organic?How do I know if my Agency doing a good job?My PR agency says they can help with my Search Rankings. Is this true?
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