Search Engine Optimisation (SEO) Still the best Sales Tool in your bag!

Transcription

1 Search Engine Optimisation (SEO) Still the best Sales Tool in your bag! Presented by: John Heffernan Senior Business Development Manager MediaCo (UK) Ltd Stand S236

2 Quick Introduction MediaCo UK Online Marketing Agency Delivering results since 1999 Offices in Dundee, Edinburgh & Singapore Sales coverage: London, Midlands & Dubai Focus on strategic online marketing: Search Engine Optimisation Pay-Per-Click Advertising Content Copywriting / Development Social Media Integration

3 Why Search Marketing? Search Engines people searching using a relevant key phrase are: and pro-actively searching for the Services you offer! Closest thing to a Guaranteed Qualified Lead! If they are not finding you, they will find a Competitor!

4 What is Search Engine Optimisation

5 Getting indexed Being Found Generating Leads A search engine is made of three basic components: A Spider or Crawler A Storage System or Database A Matching Process or Relevancy Algorithm

6 Google Eye Tracker

7 Search Engines and SEO SEO: you can influence keywords, messaging and control on page content Keyword List Creation Targeted Messaging Relevant Landing Page Reach Relevancy Driving Conversions

8 The SEO Process Visibility and Lead Generation Three Key elements to obtaining search visibility 1. On-page Components within a webpage. 2. On-site Factors across your site. 3. Off-site External influences links. Building natural signals Social Media Accessibility Relevance Credibility

9 On Site Getting the Sales Foundation Right! Frames Content to code ratio Directory/filenames Duplication/similarity AJAX Flash Robots.txt XML Sitemap Javascript Deep Links Internal Links OFF SITE Link text ON PAGE

10 Site Analysis Anchor Text

11 Strategy Development Key to everything else Research is crucial in understanding... What results is your site currently achieving? What key phrases should you be targeting? Who are your online competitors? Check Competitor Link Profiles What can you realistically achieve in short, medium & long term; Visibility, traffic, leads, conversions!

12 Getting YOUR SEO Strategy Right First Time Future SEO Success is dependant on choosing the right key phrases Identify search terms Use historical intelligence PPC - what phrases already drive traffic? What converts on your site (Analytics)

13 Long Tail Keyphrases Keyphrase Implications

14 Strategy Development Online Competition Based on your search terms Identifies competing websites that have online visibility. Determine coverage across all phrases. Market intelligence of actual online competitors Link Audit SEOmoz, Majestic

15 On page ON SITE Deep Links Internal Links Page Title OFF SITE Link text Meta-data Headings Emphasis ALT Tags Content

16 Content Be Human! Concise. Credible. Scannable. Saying the right thing. In the right way. To the right person. To get the right results

17 Keys to Success - Quality Content??

18 Content Logical (categorised) organisation of content Single topic per page Short, focused paragraphs Thematic sections / content channels Remember: Every page is a potential entry point

19 Social Media & SEO Content Rules Use the phrase in the page title Create well written copy content Use Phrase repetition and related terms Define a clear path Call to Action. Minimise distractions Focus! Set a measurable goal

20 Off Site Optimisation ON SITE RSS Syndication Web Links Social Bookmarking Online Press Releases Embedded Video Social Networks Deep Links Blog engagement Article Marketing Directory links Link text Internal Links ON PAGE

21 Off Site Signals Votes External votes

22 Content to Create Links Anchor text provides a vote for the destination page Click here for more information. More information a guide to Online Marketing Click here for the presentation by MediaCo. Online SEO Workshop a presentation by MediaCo. Link anchor text must be relevant for the destination page NOT the current page

23 Off Site Optimisation A Natural Profile

24 Content Distribution trusted sources

25 Many Different Content Channels.

26 Google Targeting Unnatural Links Tiffany Oberoi - Google biggest algorithm change - how they view different links Resulted in many sites losing rankings (mainly on specific keyphrases) Game Changing! So what are unnatural links?

27 How the mighty can Fall... Panda Bad Content Penguin Bad Links

28 Content is the bedrock of links Content syndication Boost rankings and traffic & ROI To get good Links you need Good Content To promote effective Social Network / Media you need Good content To have good SEO Content you need target keywords! Good Content: Opportunity to say more / create more points of entry More opportunities to optimise / establish your site as a content authority

29 Google & Content..you will rank well.

30 So... Search Content If you feel the urgent need to be everywhere at once you re headed in the right direction

31 Any Questions? Presented by Stand S236 John Heffernan MediaCo #johnmediaco