Slide deck from my 2016 SEO Masterclass looking at both on-site and off-site optimisation

1. SEO Masterclass 2016
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Getting to
the top of
Google
(and Bing & Yahoo
etc)
All you need to know about Search Engine Optimisation

2. SEO Masterclass 2016
2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Search Engine Optimisation
Agenda
• Housekeeping
• Introduction
• Search Engine Optimisation
• Break
• Search Engine Optimisation
• Close

3. SEO Masterclass 2016
3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
So Andy –
Are you going to tell us
how to get to
NUMBER 1
in Google?

4. SEO Masterclass 2016
4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

5. SEO Masterclass 2016
5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Web Marketing is a Marathon
There are very few quick wins

6. SEO Masterclass 2016
6Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Are you measuring?

7. SEO Masterclass 2016
7Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Google Analytics

8. SEO Masterclass 2016
8Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Google Analytics

9. SEO Masterclass 2016
9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
www.google.com/webmasters

10. SEO Masterclass 2016
10Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

11. SEO Masterclass 2016
11Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

12. SEO Masterclass 2016
12Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Delivering
Traffic
to your
site
All you need to know about Search Engine Optimisation

13. SEO Masterclass 2016
13Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Google 72%
Ask 4%

14. SEO Masterclass 2016
14Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

15. SEO Masterclass 2016
15Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Things you do to get a good result when
people are searching.
SEO =

16. SEO Masterclass 2016
16Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
On Site
Optimisation

17. SEO Masterclass 2016
17Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Off Site
Optimisation

18. SEO Masterclass 2016
18Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
The Challenge

19. SEO Masterclass 2016
19Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Google Ads
Organic Results
Google Local

20. SEO Masterclass 2016
20Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
80% of web users use Search Engines
90% use Google - in UK
50% of users go beyond page 1
10% of users venture past page 2

21. SEO Masterclass 2016
21Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
SEO is Rocket Science

22. SEO Masterclass 2016
22Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
This IS rocket science
Rosetta
Philae
comet 67P/Churyumov–Gerasimenko,

23. SEO Masterclass 2016
23Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
SEO is NOT Rocket Science

24. SEO Masterclass 2016
24Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What’s the big secret?
There isn’t one!

25. SEO Masterclass 2016
25Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do the right things right
and
get the right results

26. SEO Masterclass 2016
26Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

27. SEO Masterclass 2016
27Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
How do Search Engines Work?
• Search Engines use Robots to Spider sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
Hummingbird
Penguin
Payday
Pirate

28. SEO Masterclass 2016
28Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
● Google Hummingbird
● Google Mobile friendly
● Google Panda
● Google Penguin
● Google Pigeon
● Google Payday
● Google Pirate
● Google EMD
● Google Top Heavy
● Google AMP
Understanding the actual context of the search
Prioritising mobile friendly sites on mobile devices
Removing sites with poor quality content
Removing sites with poor, spammy and bought backlinks
Improved accuracy and better local search results
Removing spammy results, such as Payday Loans & Adult
Removing sites with copyright infringement
Removing Exact Match Domains with poor content
Removing sites that were top heavy with Ads vs Content
Accelerated Mobile Pages
Updates

29. SEO Masterclass 2016
29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
So Andy –
Are you going to tell us how to get to
in Google?

30. SEO Masterclass 2016
30Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Still the most important
content on your web site

31. SEO Masterclass 2016
31Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone

32. SEO Masterclass 2016
32Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Choosing Keywords
• Search using your keywords, see what appears
& research the results
• Use the Search Console
• Use the free Google keyword tool
http://goo.gl/ah50
• Use the free SEO Toolset
www.seotoolset.com/tools/free-tools/

33. SEO Masterclass 2016
33Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Home
Page
Searches Page 1 Searches
Keywords Keyword 1 25,000 Keyword 1 14,000
Keyword 2 19,756 Keyword 2 12,000
Keyword 3 10,000 Keyword 3 7,589
Keyword 4 3,756 Keyword 4 3,569
Keyword Spreadsheet

34. SEO Masterclass 2016
34Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Where do they go?

35. SEO Masterclass 2016
35Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
HTML Title
• About 60 characters - no fewer than 30
• 3 or 4 keywords
• Make each Page Title unique & relevant to the page
it features on
HTML Title aka Meta Title

36. SEO Masterclass 2016
36Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
– Limit to around 160 characters - no fewer than 100
– Use on every page
– Customise for each page
Meta Description Tag – aka Snippet

37. SEO Masterclass 2016
37Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Page Content

38. SEO Masterclass 2016
38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Alternative Attribute – aka Alt Tag
– Every Image needs one
– Build Keyword Count
– Comply with Equalities Act - Accessibility

39. SEO Masterclass 2016
39Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
HTML page name
Where to place Keywords
Name files with keywords

40. SEO Masterclass 2016
40Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Image/File Name
SEO-guy.jpg

41. SEO Masterclass 2016
41Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Use keywords for Text Links [Anchor Text]

42. SEO Masterclass 2016
42Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
A “Virtual” Highlighter for the Search Engines
Header Tags <H1> </H1>
<H1> SEARCH ENGINE OPTIMISATION – AKA SEO </H1>

43. SEO Masterclass 2016
43Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Where the Keywords go – A Summary
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
• ALT Attributes
• Header Tags
• Navigation Link Anchor Text
• URLs

44. SEO Masterclass 2016
44Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Off Site
Optimisation

45. SEO Masterclass 2016
45Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What Else Counts?
Backlinks

46. SEO Masterclass 2016
46Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Backlinks
Your Site - Google Search Console

47. SEO Masterclass 2016
47Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Backlinks
www.seotoolset.com/tools/free-tools
“Spy” on the competition

48. SEO Masterclass 2016
48Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Backlinks

49. SEO Masterclass 2016
49Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Backlinks - Directories

50. SEO Masterclass 2016
50Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What Else Counts?
Mobile
• Is it Responsive?
• Is there an m.domain.co.uk version
• Have you done nothing?

51. SEO Masterclass 2016
51Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

52. SEO Masterclass 2016
52Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

53. SEO Masterclass 2016
53Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• Where is the site hosted?
• How fast do the pages open?

54. SEO Masterclass 2016
54Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What Else Counts?
Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?

55. SEO Masterclass 2016
55Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Remember
Your web site is for your
CLIENTS
not the search engines

56. SEO Masterclass 2016
56Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

57. SEO Masterclass 2016
57Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
www.google.co.uk/mybusiness

58. SEO Masterclass 2016
58Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

59. SEO Masterclass 2016
59Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

60. SEO Masterclass 2016
60Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

61. SEO Masterclass 2016
61Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

62. SEO Masterclass 2016
62Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

63. SEO Masterclass 2016
63Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

64. SEO Masterclass 2016
64Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

65. SEO Masterclass 2016
65Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

66. SEO Masterclass 2016
66Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
1/ Audience
Who are you trying to reach
● Gender
● Age
● Interests
● Where are they in their decision making process
● What information are they looking for
○ Price
○ Availability
○ Geography/Location
○ Hints and Tips
○ Booking/Buying online
○ Having a meeting

67. SEO Masterclass 2016
67Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
2/ Niche
Better to be specific rather than generic
● Less competition
● More specific to the person looking for help
● What sets you apart from your competition?
● What gives you your edge?

68. SEO Masterclass 2016
68Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
3/ Keywords
● Ideally those with high search volume & low competition
● Must have high relevance to target audience
○ Pants or trousers
○ Color or Colour
○ Sneakers or trainers

69. SEO Masterclass 2016
69Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
4/ Traffic
● Use Analytics to understand traffic sources
● Use Analytics to understand visitor quality
● Use Analytics to understand visitor actions
● Use Search Console to understand search results

70. SEO Masterclass 2016
70Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
5/ Conversions
● Use Analytics to understand conversions
○ 5,000 visits and no results = unhappy site owner
○ 50 visits and 10 conversions = happy site owner
● Use Conversion rate to help plan/support future activity

71. SEO Masterclass 2016
71Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
So Andy –
Are you going to tell us how to get to
in Google?

72. SEO Masterclass 2016
72Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmaster
Google Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements
where possible

73. SEO Masterclass 2016
73Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

74. SEO Masterclass 2016
74Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Blogging
• Video Marketing
• Social Media
• Linkedin
• Facebook
• Twitter
• Instagram
• Pinterest
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps

75. SEO Masterclass 2016
75Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

76. SEO Masterclass 2016
76Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

77. SEO Masterclass 2016
77Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 23 80 20
07966 54 71 46