What is SEO?

Technical

Content

Back links

Goals

Q & A

Search Engine Optimisation is the process of enhancing your website to

get the best possible results in the natural listings

https://www.google.com.au/search?q=copywriter&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

A strong SEO strategy can lead to:

• Increased visibility for your brand.• Improvement in overall traffic figures.• Better-quality leads.• Improved conversion rates.• Reduced cost of sales.

WHY?

Organic search results viewed:

Rank 1 - 100% Rank 2 - 100% Rank 3 - 100% Rank 4 - 85% Rank 5 - 60% Rank 6 - 50% Rank 7 - 50% Rank 8 - 30% Rank 9 - 30% Rank 10 - 20% .Paid listings viewed:

Sponsored listing 1 - 50% Sponsored listing 2 - 40% Sponsored listing 3 - 30% Sponsored listing 4 - 20% Sponsored listing 5 - 10%

EYEBALLS

• Search engines use lots of different factors to decide their rankings.

• They send out ‘bots’ or ‘spiders’ to ‘crawl’ your website and analyse it.

• Each search engine has it’s own complex algorithm and are constantly updated.

THE ALGORITHM

• PENGUIN: No more manipulating back links.

• PANDA: Poor quality content, duplicated pages and over optimisation.

• HUMMINGBIRD: Intent and contextual meaning of content

ALGORITHM UPDATES

1. TECHNICAL: Ensuring your site is well coded and crawlable

2. CONTENT: Regular, engaging, shareable content.

3. BACK LINKS: Directories, social media, guest posts.

THE 3 PILLARS OF SEO

• Domain name• WordPress• Plugins: Yoast/ All in One SEO• Robots.txt• Sitemap.xml/html• 404 error page• Page size/load time• 301 directs• Links

THE BASICS

• Google Authorship• Responsive site• Dynamic code• Code bloat• Flash/frames/nested tables

THE BIGGER PICTURE

• Image names• Alt tags• www. Resolve• Depreciated HTML• CSS files• JavaScript files• Favicon• Underscores in URLS

FIDDLY BITS

• Navigation structure/name• Back door SEO• Text to HTML ratio 25-70 %• Fresh Content• Mixed media• Categories / Tags• Cannibalisation

THE BASICS

• Should contain between 60 and 70 characters, including spaces.

• You don’t have to use title tags to indicate which page a user is on.

• Don’t list keywords like a shopping list; this has no value.

• Place important keywords at the start of the title.

• Pick ONE keyword phrase per page.

TITLES

META DESCRIPTIONS• Should contain between 70 and 160

characters, including spaces. • Unique and relevant• Target ONE keyword per page.• Ensure the description is engaging and

not just a list of words.• Include your phone number to increase

calls.• Maybe include your brand on key

pages while you’re still growing.

EXERCISE

Write a Title Tag for your home page

Write a Meta Description for your home page

• H1 tag• H2 – 6 tags• First 100 words• Bolding• Bullets• Short paragraphs• Contextual links• Images• Question• Links

FORMATTING

EXERCISE

Review one of your blogsDoes it include

H1 Tag, 100 word intro, H2 – 6 Tags, Bolding, Bullets, Short paragraphs,

Images (with intelligent alt tag and file name), Video content, Links to credible

websites, Question at end?

• The more the better• Root domains/ links• Quality sites• Anchor text• Social media

THE BASICS

• Ranking isn’t everything• Time on site• Page views• Bounce rate• Shares/likes• Comments• Newsletter subscribes• ENQUIRES

SETTING GOALS

• www.Moz.org• www.semrush.com• www.quicksprout.com• www.yoast.com/wordpress/seo

USEFUL LINKS

www.katetooncopywriter.com.au