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18 April 2012
SOCIAL & SEARCH OPTIMISATION
Version 1.0
Social & Search Optimisation
Objectives
At the end of this workshop you will know how to:
• Grow relevant traffic to your website
• Improve the ranking of your website within Google
• Understand how to optimise your social content and what social signals count
Social & Search Optimisation
Website Search Engine Optimisation
Social & Search Optimisation
Stage 1 – Planning
Social & Search Optimisation
No 1 Rule
Always focus on the users experience.
User friendly website with quality content (that users endorse and link to) = higher ranking
Social & Search Optimisation
Black Hat vs. White Hat
Social & Search Optimisation
Onsite & offsite
Social & Search Optimisation
Planning On-site SEO
• Planned from the start
• Domain name
• Structure
• Page names
• No “products” or “services” page
• Key pages top level
• Internal linking & anchor text
• Identify goals & CTA’s for each page
Social & Search Optimisation
SEO Existing Site
• Review analytics
• Webmaster tools: • sitemap submitted??
• crawl errors?
• pages indexed?
• geo-targeting?
• 301 redirect: • domain.ie redirected to www.domain.ie
• all pages
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Stage 2 – Getting Found
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Why SEO?
• Large % of people start on search engines
• It is the most cost effective way of generating traffic
• ALL online activity impacts your position
• Getting it wrong could get you penalised
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How?
• Automatically visit websites
• Following links to/from other websites
• Google XML Sitemap
• Cache & index pages
• Use algorithm to rank pages
Social & Search Optimisation
<< Heading>> Google AdWords
Google Places Listings
Google Organic Listings
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Google Listing
Meta HTML Page Title
Meta Content Description and/or on page copy
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Some Barriers
• Splash page
• Frames structure
• Fully flash websites
• Dynamic url’s
www.domain.ie/index.php?option=com_content&view=article&id=13&Itemid=43
(301 redirect)
Social & Search Optimisation
Researching Key Phrases
• Google’s keyword tool • https://adwords.google.com/select/KeywordToolExternal
• Google insights • http://www.google.com/insights/search/#
• Google instant
• Customers
• Analytics
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Practical – Fictional Hotel
Complete
• Target search terms
• Navigation
• Url’s
Social & Search Optimisation
Optimising content
Overall online profile
Page copy, h1-h6 headings, breadcrumb navigation, page names, url’s, links (internal &inbound) & alt text
Meta Title (HTML page title) Meta content
description
Social & Search Optimisation
Practical - Fictional Hotel
Complete
• Optimisation of copy provided
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Stage 3: Generating Click
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Meta Data
• Meta HTML Page Title: Key Phrases, Key Phrase. Keep to about 70 characters – include brand/business name
• Meta Keywords: key phrases, key phrase, key phrase……. (no evidence that they are used at the moment but add some to each page anyway)
• Meta Description: Make a sentence, include your key phrase(s) at least once if not twice. Keep to about 150/170 characters. Include benefits and CTA.
Social & Search Optimisation
Practical - Fictional Hotel
Complete
• Meta data for copy optimised
Social & Search Optimisation
Links strategy
• Inbound – relevant, high ranking sites
• Internal – key phrases
• Link to relevant page, not all home page
• Ongoing activity
• Review and update regularly
• www.opensiteexplorer.org
• www.linkpopularity.com link:www.domain.com
Social & Search Optimisation
Quality Content
Ask yourself Am I regularly creating amazing content for my
users?
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Quality Content
• Create amazing content
• Links
• Traffic
• Leads
• Promotes trust and loyalty
• Optimise
• Promote
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What can you provide?
• Blog
• Articles
• Photos
• Videos
• Podcasts
• News
• Events
• Tips, advice, information….
• eBook
Social & Search Optimisation
Social Optimisation
Social & Search Optimisation
Why?
Social media - no 1 activity on the web
Social & Search Optimisation
Own Accounts
Target key phrases: • Account names (if relevant)
• URL’
• Bio’s & profiles
• Business descriptions
• Categories & tags
• Post copy
• Links (www.bit.ly)
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Impact on website SEO
Social signals • Facebook
What impacts? • Timing
• Endorsements
• Sharing
• Interaction
Social & Search Optimisation
Social & Search Optimisation
Social Media Footprint
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Recap
• Planning
• Getting found
• Generating clicks
• Social media
• Optimise own accounts
• Impact on website SEO
Fáilte Ireland 88-95 Amiens Street Dublin 1 Ireland Lo-Call: 1890 525 525
Keep in Contact Facebook www.facebook.com/webcheck Online Resources www.failteireland.ie/WebSupports Courses Available www.failteireland.ie/Business-Supports/Websupports/Events Business Tools www.businesstools.failteireland.ie For any other questions, contact the Business Supports team on 01-8847762