SEO Defining SEO

How it’s possible to influence Google rankings

ESSENTIALLY...

What is SEO?

SEO = Search Engine Optimisation

Search Engine Optimisation is the process of improving the volume or quality of traffic to a website from

search engines.

Why is SEO important?•Search engines bring in

visitors

More visitors = more customers

More customers = more £££s

Search Position and Click Through Rate

1 42.30%2 11.92%3 8.44%4 6.03%5 4.86%

6 3.99%7 3.37%8 2.98%9 2.83%10 2.97%

General things ‘onsite’ that influence search results

2. Internal links

3. Written content on the sites

4. Other factors like domain age and filenames

1. Meta data

General things ‘offsite’ that influence search results

2. Blogging

1. External Links (up to 70% importance)

Meta DataThe meta title provides a search engine with an idea of what the page is about. It’s important to research keywords and place them here. No more than 68 characters! The meta title is underlined in the search engine results pages.

The meta description ‘describes’ the page. Keywords can be put in here, but it’s not as important as the meta title. The meta description appears under the title in the SERPS. The meta description is a good place for a call to action phrase.

Targeted search phrases model

Number of times a phrase is used

No. of different searches

Generic phrase

Qualified phrase

Long-tail search phrase

Longer tail search phrases

“agency”

“marketing agency”

“Marketing agency in Manchester”

“Top marketing agency in Manchester”

Links

INTERNAL EXTERNAL

Links that point to another page within the same

website*

Links that point to a page on a different website entirely

LinksInbound links signal site importance so the more links the better,

similar to a ‘vote of confidence’

HOWEVERIf we consider links like friends then we value some friends'

opinions more than others

One valued opinion (link) is worth more than many insignificant opinions (links)

SO

LinksIf you ever get the opportunity to get an

inbound link to Delineo, run it past us in digital, but generally this is a good thing

HOWEVER

Links MUST be relevant

Written content on the sites

Google examines ALL content on a website in order to determine what the site is about.

This works in tandem with the meta data to give the website the best chance of

ranking for targeted keywords

SEO Do's and Don'ts

DO – Include key phrases within text

DON'T – Spam text with key phrases

DO – Include different variations of key phrases within text and synonyms of core words

DON'T – Include phrases where they are not relevant

Good Vs Bad Optimised TextDelineo marketing agency is one of the top marketing agencies in Manchester, and offers marketing services

for companies seeking Manchester marketing.

Delineo is one of the top marketing agencies in Manchester, delivering passionate and friendly marketing

solutions in the North West.GOOD

BAD, SPAMMY JUNK!

Summary of ‘on-page’ Influencing Factors

If you influence anything that appears on a website, you can influence Google rank

Meta title

File name

Alt tag optimisation

Links text

Headings (H1/2 tags)

Content

Keyword-rich links in content

Additional things to remember

Google ignores punctuation in text

e.g. ...in Manchester. Marketing agencies are often...

Google does not only see phrases

e.g. ...in Manchester. Some agencies will...

Additional information is important for search

e.g. advertising, digital, branding and other related terms