useful tips on the power of seo - britmumslive june 2014
DESCRIPTION
Useful Tips on SEO and the power of SEO when incorporated as part of the marketing plan. SEO is more than just keywords and is a vital part of any website build. This presentation addresses the Google Updates and what you can do to avoid getting penalised.TRANSCRIPT
Useful Tips on the Power of SEO and the World Beyond
#BritMums Live
Presenter Jo Turnbull
June 2014@SEOJoBlogs
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Who is SEO Jo Blogs?
• Jo Turnbull started in SEO while working for a mobile tech company
• Moved agency side 2009• Freelance online marketing
consultant, helping small and medium sized businesses with their marketing
• Organiser of Search London• Editor and Events Organiser for
State of Digital
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What is SEO?
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• SEO = Search Engine Optimisation• “Natural” position of a website in the search
results
Definition of SEO
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Simple – Easy - Option
It is not just an add on to think about when the site has been built
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It’s Like Forgetting the Key Ingredient
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Why is SEO Important?
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High CTRs
Long Lasting Effect
Low CPAs
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It is Important Because:
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SEO Used to Be• Meta Titles• Keyword Stuffing• Spammy Links• Ranking in
Google• Guaranteed
Results
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Elements of Ranking• Title Tags • Meta Description Tags • ALT Tags • H1, H2, H3 (and accompanying CSS) • Keywords in the content • Internal Links (images vs. keyword rich text) • URL Structure• Advanced Linking• Authority• Age of domain
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Brilliant Basics
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Brilliant Basics• H1 tag• ALT Tags • Keywords in the
content • H2 tag• URL Structure
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Do You Know This Man?
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Panda and Penguin
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Some Clarity
• Panda – Feb 2011 (Europe April) – cracks down on thin content, content farms
• Penguin – April 2012 - “over optimisation penalty” adjusted spam factors like keyword stuffing. This was a site quality update but affected links.
• Hummingbird – September 2013
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SEO Is More Than Just Keywords
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1. SEO involves Twitter
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• Ben Holbrook wrote a post about his favourite things to do in Barcelona
• He then scheduled tweets to promote it every day for a couple of weeks
• He added the #lp (Lonely Planet) hashtag when tweeting
• Lonely Planet then retweeted the post to their 1M+ followers
• 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”.
Twitter Affects Traffic
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Traffic Affected Rankings
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That Post is Still Driving Traffic
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2. SEO is About Networking
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“Search London” Grew
• Networking group for those in search• Jan 2012 – 592 members• 5 meetups 2012• January 2013 – 1100 members • Increase 86%• June 2014 – 1315 members
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How Did it Grow?
• Strong domain - www.meetup.com • Good speakers – don’t be afraid to
ask• Catchy titles each presentation• Guest posts• Interact with others at the event• Email members• Tweet before, during and after• Central venue
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3. SEO is About Integrating Off and Online
Tweets Matter
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Tweets Affected Traffic
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4. SEO Includes Facebook
• Write content and use social media to help it go viral
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4. Facebook Brings Traffic
• Ben “liked” the Facebook pages of each place mentioned in the post
• Emailed places he had written about, suggesting shares
• Ben also contacted the Madrid tourist board
• 2.1k Facebook likes• 100 tweets• Almost 4,000 unique
page views within a week
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5. SEO Includes Sponsorship• A financial services company
sponsored a sporting event in a capital city
• The aim was to increase brand awareness and traffic
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5. Impact on Traffic and Social Media
• Organic traffic: Up 100%• Direct: Up 41% • Referral: Up 9%• 22% Increase in conversions• 463% Increase in blog traffic referrals• 1,723 new Facebook fans gained on non-paid digital
efforts alone• 5% increase in Twitter followers in one month• 46% growth in FB likes
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SEO has a Positive Experience on Brand
• 68% participants agreed about leaving with a more positive view of the brand
• 50% participants more likely to buy from the company
• 96% participants agreed the company was a great fit for a sponsor
• 65% participants viewed the company as a genuine brand
• 90% participants can’t wait for the next event
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6. SEO is PR• Word of Mouth Online• Work with the PR department• Compliment Relationships• Networking + SEO• SEO + PR = Great Results• Long lasting effect
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SEO is About Tying it All Together
• Twitter• Networking and Relationships• Creating good content• Facebook• Sponsorship• PR
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What Should You Do?
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1. Love Your Site
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2. Don’t Be Afraid of Google
Matt Cutts
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3. Create Content Users Want to Read
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4. A Picture Tells a Thousand Words
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5. Share Great Content
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6. Love What You Do
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Summary
• Love Your Site• Don’t Be Afraid of Google• Create Content Users Want to Read• A Picture Tells a Thousand Words• Share Great Content• Love What You Do
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Share Great Content
Get in Touchhttp://[email protected]
Photos from Being30.com, DriftwoodJournals.com, Flickr and Bas van den Beld
Thank You
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