SEO Training Workshop Presentation

Consultant/Director – ThinkSearch
Account Director – Bloom Social Business
Search Specialist – Fortune Cookie
Operations & Account Director – No Pork Pies
Director of Strategy – Cubeworks
Director of Strategy & Communications – Fresh Egg
Social Media Analyst – iCrossing
Knowledge Manager – iCrossing
Account Director – Spannerworks
Web Designer - Spannerworks
Bar Manager – Browns Restaurant
Training:
Econsultancy, Turner Media, Virgin Atlantic, Admiral, BAA,
Lands End, Mars Drinks, Escape Studios
Clients:
HBOS, GCAP, P&O, Sanctuary Spa,
iwantoneofthose.com, Just Eat, Liberty of London
Knowledge Management:
Social Intranet, workshop programs, lunch ‘n’ learn, PDP,
Strategic planning Group
Other:
Climbed & summitted Kilimanjaro, have a 7 yr old son and
1 yr old daughter
Interests:
Social Media, Home Cinema, Gilles Peterson, Gardening
Find me online
Website: www.thinksearch.co.uk
My blog: www.aldissandmore.com
My hobby site: www.loftsites.co.uk
On Twitter: www.twitter.com/timaldiss
Linkedin: www.linkedin.com/in/timaldiss
Facebook: www.facebook.com/timaldiss

Agenda
• Introduction to SEO and
PPC
• Keyword and Market
Research
• Keyword Strategy
• Content Matrix
• Content creation
• Content Optimisation
• Creating Meta Data
• Link Building
• SEO performance
Monitoring

Definitions
Search engine optimisation (SEO) is the process of
improving the volume and quality of traffic to a web site
from search engines via "natural" ("organic" or
"algorithmic") search results.
Pay per click (PPC) is an advertising where advertisers only
pay when a user actually clicks on an advertisement to
visit the advertisers' website.
Wikipedia

How Google shows it’s results
9
How Google lists your web pages for SEO:
How Google lists your web pages for Paid:
3
url
url
url
urlurl url
url
url
url
url
urlurl
url
1 2
Search spiders follow links Software compiles pages Pages stored in database
31 2
User searches Algorithm manages auction Results rendered live

10
3
url
url
url
urlurl url
url
url
url
url
urlurl
url
1 2
31 2

11
3
url
url
url
urlurl url
url
url
url
url
urlurl
url
1 2
31 2
Ad Rank = Maximum Cost Per Click bid x
Quality Score

Benefits of SEO
• Unlimited Traffic
• Targeted visitors
• High converting referrals
• Brand awareness
• Web site exposure
• Fixed limited costs

Benefits of PPC
• Immediate Results
• Highly targeted visitors
• High converting clients
• Brand awareness
• Web site exposure
• Virtually unlimited costs

2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25, 2012
Knowledge Graph — May 16, 2012
April 52-Pack — May 4, 2012
Panda 3.6 — April 27, 2012
Penguin — April 24, 2012
Panda 3.5 — April 19, 2012
Parked Domain Bug — April 16, 2012
March 50-Pack — April 3, 2012
Panda 3.4 — March 23, 2012
Search Quality Video — March 12, 2012
Panda 3.3 — February 27, 2012
February 40-Pack (2) — February 27, 2012
Venice — February 27, 2012
February 17-Pack — February 3, 2012
Ads Above The Fold — January 19, 2012
Panda 3.2 — January 18, 2012
Search + Your World — January 10, 2012

2012: 20 updates alone!
Panda 3.8 — June 25, 2012
Panda 3.7 — June 8, 2012
May 39-Pack — June 7, 2012
Penguin 1.1 — May 25, 2012
Knowledge Graph — May 16, 2012
April 52-Pack — May 4, 2012
Panda 3.6 — April 27, 2012
Penguin — April 24, 2012
Panda 3.5 — April 19, 2012
Parked Domain Bug — April 16, 2012
March 50-Pack — April 3, 2012
Panda 3.4 — March 23, 2012
Search Quality Video — March 12, 2012
Panda 3.3 — February 27, 2012
February 40-Pack (2) — February 27, 2012
Venice — February 27, 2012
February 17-Pack — February 3, 2012
Ads Above The Fold — January 19, 2012
Panda 3.2 — January 18, 2012
Search + Your World — January 10, 2012

Panda = content
Penguin = links

Behind the scenes at Google
(these days)
link

Optimised Titles
Optimised Descriptions
Optimised Linking
Optimised Content
580,000,000
results for
“business knowledge”
• Web pages must be accessible to the search engine crawlers (spiders)
• Web pages should include unique optimised titles and meta-data
• Content should be optimised to support target keywords and keyword phrases
• Offsite optimisation must be used to promote site
How do we increase your
visibility?

What is natural search made
up of
Page Titles
Headings/sub headings
Meta Description
Meta Keywords
Body Content inc. bold text
Hyperlinks
Image ‘alt text’
Editorial/advertorial content
Social Media
3rd
Party links
On-site factors
Off-site factors

What is natural search made
up of
Page Titles
Headings/sub headings
Meta Description
Meta Keywords
Body Content inc. bold text
Hyperlinks
Image ‘alt text’
Editorial/advertorial content
Social Media
3rd
Party links
Informa.com - Investor Relations
bringing knowledge to life
Businesses, professionals and academics
worldwide turn to Informa for unparalleled
knowledge, up-to-the minute information
and highly specialist skills and services
none
On-site factors
Off-site factors

Exercise – on page factors
Bold text Image alt tags Meta description
Hyperlinks Body copy Page title
Headings/sub headings Meta keywords

Exercise – on page factors
source code
(only seen by
search engines)
on page
(seen by users
and search
engines)
<title> Page Title
<meta keywords> Meta Keywords
<meta description> Meta Description
<h1> Heading
<body> Body copy
<h2> Sub heading
<b> Bold text
<a href=“link”> Hyperlink
<img alt=“describe”> Image alt text
1st
9th
6th
2nd
3rd
4th
8th
5th
7th

Page Titles
What is it?
The Page Title, is the title of the web
page that appears at the top of a
browser window. The Page Title also
appears prominently in search results.
Why it’s important:
Search engines weight the <title> tag
heavily. To be effective, page titles
must be unique to each page and must
contain the most appropriate keywords
in relation to the theme of the web
page.
Best Practice:
 Limit the page title to 70 characters.
 Include brand first and test in
association with targeted key
phrases first
 Copy should be written with users
in mind (title copy appears in
search results)
 This is the main Call-To-Action in a
SERP page
 Title should display a compelling
marketing message

Headings/Sub headings
What is it?
The heading is the focus for the page for the
eye as well as the search engine. The
heading should include obvious descriptive
words for the content of the page.
If you can’t describe in brief all of the
content of the page in the heading consider
rewriting, possibly adding an additional
page.
Keyword choice, frequency, placement and
spacing are all attributes that search
algorithms may include in their ranking
calculations. Even minor content
modifications can have a major impact on
keyword rankings.
H1 H2
Best Practice:
• Every page should have one H1 tag
• Other headings should use H2 or H3
tags
• Don’t wrap heading tags around links
• Write copy geared towards users and
readability
• Using relevant keywords and phrases
within the page will improve relevancy
• Do not repeat tags as this will dilute
value of your main keywords
H3’s

Body Content
What is it?
Body content includes the copy, images and other
assets that appear within the HTML <body> tags
of a web page. This includes all content visible to
a user in the browser window.
Keyword choice, frequency, placement, and spacing
are all factors that impact on positional rankings.
Even minor content modifications can have an
impact. Good copy is as important to the
effectiveness and credibility of your website as it
is to search engines.
Best Practice:
• Write copy geared towards users and readability
• Using relevant keywords and phrases within the
page will improve relevancy
• Focus on no more than 3-4 keywords per page
• Break long paragraphs into shorter, more concise
informational blurbs
• Avoid repeating keywords unnecessarily
(keyword stuffing)
• Aim for 3-6% keyword density e.g. a page of 100
words would have 3 to 6 mentions of a single
word or key phrase
• Headings and links are included within this word
count, but linking words or phrases optimises the
destination page not the page where the link sits
• Use derivatives and definitions of terms e.g.
carbon offset/green, car/motor
• 200 words is optimal

Hyperlinks
What is it?
Hyperlinks describe the content of the page
that the link points to. Including the correct
text in the hyperlink can benefit the visibility
of the page that you are linking to.
Search engines weight hyperlnks. To be
effective the link should not be a non-
specific ‘click to read more’ but rather a
phrase indicative of what the user should
expect on the linked to page.
Best Practice:
• Not too many links between one page
and others
• Write copy geared towards users and
readability
• Use text descriptive of the page linked to
• Use contextual links to relevant internal
content
• Using relevant keywords and phrases
within the page will improve relevancy of
the linked to page
• Focus on one keyword
• Keep the link concise
• Example: “get an instant home
insurance quote”

Meta Descriptions
What is it?
The Meta Description is an HTML
tag used to describe a page to users
and search engines.
The Meta Description tag is
evaluated by search engines to
determine relevancy. Additionally,
the Meta Description is commonly
included in search engine results.
Best Practice:
 Limit descriptions to 156
characters
 Include all targeted key phrases
 Copy should be written with
users in mind (description copy
appears in search results)
 Create a unique meta
description for every page
 Should describe overall theme of
the page and entice users to
<meta name="description" content="Businesses,
professionals and academics worldwide turn to Informa for
unparalleled knowledge, up-to-the minute information and
highly specialist skills and services" />

Image alt. text What is it?
The ‘alternative text’ option that is
used by screen reader software for
the short sighted is also read by
search engines. Image alt.text
plays a big part in image search
results.
Adhere to the Disabilities and
Discriminations Act (DDA) and is
W3C recommended.
Best Practice:
• Describe the banner by using
keywords related to the page
that the banner is placed on
• Use descriptive image names if
possible
• Use captions around the image
to aid relevancy

SEO Processes
• SEO Audit
• Technical consultancy
• Search Term Research
• Forecast
• Page Allocation
• Meta Data Inventory
• Content Strategy
• Site-wide Optimisation
• Initial submissions
• Link building
• Reporting

SEO Auditing
• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting

SEO Audit > Process
Public access:
• Xenu Link Sleuth – broken links
• Screaming Frog – titles and meta’s
• SEO for Firefox SEO Book browser plug in
• Google Chrome – SEO Site Tools & SEO for Chrome
Paid for public access:
• SEO Moz Open Site Explorer – back link profile
• Majestic SEO – back link profile
• Distilled, Raven Tools, Linkdex, Etc, etc
Access-based:
• Google Webmaster Tools – keywords, positions & links

• Pages indexed by your Sitemap
– Pages indexed in Yahoo
– Pages indexed in Bing
– Pages crawled in Google
• Page load time (ms)
• Robots.txt
• Custom 404 page
• Information architecture
– URL Structure
– HTML sitemap
– XML sitemap
– Video Sitemap
• Duplicate content
– Canonical Linking
– Deleting old pages
– 301 redirect
• 302 Redirects
• IP location – DNS server
– GEO location
– Shared server
•Page layout
• Main Navigation
• Footer links
• Main Menu layout
• Redundant links
• Outbound links
•Image Optimisation
• Alt Tags
• Text in Images
•General house keeping
• Frames
• Content inside unreadable web applications
•Multiple Domains
• Sub Domains
• International Domains
• SEO Domains
• Old Domains
• Duplicate Content?
• Cross linking?
•Check source code for:
• W3C compliance
• heavy amounts of code
• Multiple H1 tags or lack of H1’s
•Install Webmaster tools for; Google, Yahoo, Alexa and Bing.
SEO Audit > Technical
Optimisation

Redirects
Factor:
Redirection facilitates movement of a
visitor from one page or website to
another. Redirects are often used in
conjunction with domain name changes,
moving or removing content, introducing
new content, or directing users based on
profiling. Redirects can happen at the web
server (301, 302 Redirects) or at the
page-level (Meta-Refresh)
Implications:
The nature of a redirect communicates
important information to a search engine.
302 redirects also indicate to the search
engines that the content is temporary and
will be changed in the near future.
Popularity attained by the previous site or
page may not be passed on to the new
site.
Best practice/Action required:
Server-side redirects are recommended in
nearly all cases. 301 Permanent Redirects
should be used when the change is long-
term or permanent, which allows
pagerank and link popularity to transfer.

Javascript NavigationFactor:
Navigational elements are executed
using Javascript technology.
Implications:
Search engine spiders are unable to
follow Javascript navigation and are
therefore unable to find pages
accessible only through Javascript.
Additionally, human visitors without
Javascript-enabled browsers will not
be able to navigate the site
Best Practices/Action
Required:
Use CSS or HTML based navigation.
Alternative practices:
Supplement Javascript navigation
with on-page HTML-based
navigation located in the page footer.
Include a HTML link to a sitemap
with static links to key pages within
the website.
Navigation is removed
with Javascript disabled.

Websites in Flash Factor:
Valuable website content is implemented
using Flash technology. For reference, see
plugintomarriott.com
Implications:
Search engine spiders cannot read content
or follow links implemented in Flash.
Best Practices/Action Required:
- Implement a static HTML, low-bandwidth
version of the website that mirrors the
content within your Flash files
- Implement user-agent detection to deliver
the HTML site to spiders and the Flash
version to human visitors.
Alternative Practices:
Break up the Flash movies into smaller
components and lay the SWF files into
optimized, linked HTML pages with unique
URL’s
Disclaimer:
Google is able to index flash sites. HTML
content is still a preferred method of
crawlable content for any bot. Please see
iCrossing’s POV on Flash crawlability
(http://greatfinds.icrossing.com/?p=374).

Content Produced in AJAX
Factor:
AJAX, or Asynchronous JavaScript
and XML, is a web development
technique used to load content from a
server without changing pages. AJAX
relies heavily on JavaScript to display
and swap content.
Implications:
Search engine spiders generally
cannot read AJAX content.
Use AJAX selectively, primarily for
supplemental content associated with
low search volumes.
Create a static, spider friendly version
of your site that includes content from
within your Javascript

Robots.txt Files
Factor:
A robots.txt file is a human configured file
that resides in the web server’s root
directory and contains directional
information for search engine spiders.
Implications:
Many search engines, including Google, will
refer to the robots.txt file to understand
which directories or files to exclude from
crawling.
All web servers should include a robots.txt
file configured to exclude non-relevant
folders and files, such as support files, CSS
files, sensitive information.
Validate each robots.txt file using analysis
tool available in Google Sitemaps, or
contact iCrossing for assistance.
Insert client or
domain specific
example

Cloaking
Factor:
Presenting one version of web
content to human users and a
different version to search engines is
known as cloaking. This process
commonly occurs through IP
detection or user-agent detection.
Implications:
Search engines are continually
improving their ability to identify
cloaking and often harshly penalize
offenders, including banning the
domain from their index.
Best Practices/Action
Required:
Cloaking is a practice that should
never be used.
NA

URL Structure (session IDs)
Factor:
A web server assigns a unique session
ID variable within the URL for each visit
for tracking purposes.
Implications:
Search engine spiders revisiting a URL
will be assigned a different session ID
each visit, which will result in each visit
to a page appearing as a unique URL
and causing indexing inconsistencies,
and possibly duplicate content
penalties.
Implement user-agent detection to
remove the session ID’s for search
engine visits.
Insert client or
domain specific
example

URL Structure (folder structure)
Factor:
Valuable content associated with highly
competitive keywords is organized many
folders deep within a web site.
Implications:
Search engines generally associate the
importance (read: relevancy) of content
based on its placement within a site
hierarchy, so that less
importance/relevancy is associated with
content deep within a folder structure.
Web sites should be as flat as possible,
with content relating to highly
competitive keywords implemented on
pages high on the hierarchy.
Implement a URL rewrite on the server

URL Structure (name value pairs)
Factor:
Name-value pairs are used within
URL’s to provide information
necessary to produce dynamic
content. Name-value pairs generally
follow the “?” symbol in the URL.
Implications:
The primary challenge with name-
value pairs is that they create lengthy
URL’s and therefore risk scrutiny by
search engines. Additionally, name-
value pairs often do not contain
valuable keywords, thereby reducing
relevancy.
Rewrite dynamic URLs on the server
with mod_rewrite or similar program.
This will shorten and simplify the URL
and allow valuable keywords to be
used in the URL.
Use valuable keywords in the name-
http://www2.victoriassecret.com/commerce/appl
ication/prodDisplay/?
namespace=productDisplay&origin=onlineProd
uctDisplay.jsp&event=display&prnbr=8U-
220418&page=1&cgname=OSSHUDSSZZZ&r
fnbr=4782

Canonicalization Issues
Factor:
Canonicalization is the process of picking the best
URL when there are several choices, usually
referring to the homepage of a website.
Implications:
Search Engines may not pick the client-preferred
URL, rather the one they determine to be most
relevant.
There are a few ways to ensure that the proper
URL is indexed:
 Consistent linking:
• When linking to
www.bankofamerica.com on other
pages within the site, always use
this method
• When requesting links from other
sites, always point to
www.domain.com if using this
method from the example above
 Use 301 Permanent redirects on the web server
• Redirect the non-www homepage
to the www version of the
homepage
Insert client or
domain specific
example
Viewed as the same by most search engines:
http://www.bankofamerica.com
http://www.bankofamerica.com/index.cfm

Duplicate Content
Factor:
Duplicate content exists when two or
more pages within a website, or on
different domains, share identical
content. Different domain names do
not create distinct content.
Implications:
Major search engines consider
duplicate content to be spam and are
continually improving their spam
filtering process to penalize and
remove offenders.
Avoid duplicate content issues by
using unique copy and other content
on each page of a website, to include
streamlining the content management
system to associate the correct
content with the intended domain.
Insert client or
domain specific
example

Internal Link Optimization
Factor:
Internal linking between pages within a web
site, such as navigational elements or a site
map, plays an important role in how search
engines perceive the relevancy and theme of
both web pages.
Implications:
Proper intra-site linking will help facilitate
effective spidering, in addition to increasing
relevancy of pages and keywords used in the
anchor text.
 Use static, crawlable text links
 Optimized anchor text should be used
 Keep the number of links on a sitemap to
less than 100
 Sitemaps should be linked directly from
homepage and other major pages throughout
the web site
 Use only core, 200-level URLs.

Splash Pages
Factor:
A splash page can consist of either a
large graphic image or a Flash
animation and serves as the primary
user entry point to a website by using
the root domain name as its URL.
Implications:
Generally, splash pages replace the
true home page in a search engine
index and are detrimental to SEO
practices. Splash page can also
prevent spiders from accessing the
inner pages of the site, resulting in
inner pages not getting indexed and
ranked. Additionally, the temporary
nature of splash pages creates a
challenge for linking and relevancy
purposes.
Best Practices/Action required:
Do not use splash pages.
For promotional or attention-getting
content, use a popup window on the
home page or unique pages
Home Page:
www.saturn.com/saturn/Saturnindex.jsp

Document AccessibilityFactor:
Pages or content that is moved,
removed, or changed can result in
errors, such as a 404 Page Not
Found.
Implications:
Missing content and broken links
signal to search engines that the
website is not properly maintained.
The effect is reduced rankings and
also user frustration when bad links
are followed
- Repair all broken links as soon as
possible
- Use 301 Permanent redirects to
direct users and search engine
spiders to the new location, as
applicable
- Implement custom 404 page on the
website with helpful navigation for
users.
- Keep 301 redirects in place for 60-

Excessive On-page ScriptingFactor:
Search engine spiders index a limited
amount of web page code,
approximately 100K, when crawling
or spidering a web page.
Implications:
Excessive use of on-page scripting or
CSS, especially at the top of a web
page, limits the amount of content
search engines will see.
Place any Javascript code and CSS
that is longer than three lines into an
external .js or .css file. Use an
external file increases flexibility of
code and easy way to update for
maintenance.
Move on-page scripting to the bottom
of the page.

SEO Moz Introduction to SEO
link

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Search Term Research

Search Term Research > 5 Essential
Questions
• What are your root keywords?
• What are people actually searching for?
• What is the size of your search market?
• How competitive is each keyword?
• What is the potential ROI for each
keyword?

Search Term Research > Process
1. Open the Search Term Research Template file and save a client version
2. Conduct a Google keyword tool site scrape
3. Review site for current tags and copy for initial search term list
4. Add in Google Webmaster Tools data
5. Conduct competitor research based on list from client
6. Conduct desk research on core products to expand list
7. Add in best performing search terms from analytics (traffic & conversions)
8. Discard terms that are ranking well but not converting
9. Add in any suggested search terms from the client
10. Add in best performing search terms from PPC data
11. Conduct a synonym search using thesaurus.com
12. Add in related search term results from a Google search
13. Use Google Insights to add in high breakout and rising terms (UK, last 2 years... see link). Export CSV and paste line charts
in to main report for each search term
14. Run list through the Google keyword tool using UK exact match to expand the list, retrieve CSV, keep search volume and
competition data
15. Use Google Traffic Estimator if you need to to generate figures for the whole list as you can paste in more than 100 terms
and it still gives you seasonality data.
16. Run a ranking report in Trackpal to check current visibility
17. Compile all data into spreadsheet and look for terms that meet the following criteria:
1. Have high traffic volume but aren't overly competitive
2. Have visibility but could rank higher
3. Are delivering traffic or conversions but could rank higher
4. Are not already ranking highly and are delivering no conversions

Forecasting
• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting

What is Forecasting?
• Predicting the anticipated additional
revenue from Search Engine Optimisation
How?
• By applying logic and experience to the current competitive
landscape to determine where positional improvements will take us
onto page one
• Apply accepted industry click through rates
• Apply typical on-site conversion rates
• Apply typical conversion value or profit

Forecasting – Click Through
Rates

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Page Allocation

What is Page Allocation?
• It’s a form of Gap Analysis
• It targets search terms to their logical
destination/desired ranking page
• It identifies requirements for additional
pages
• It pairs down search terms
• It benchmarks which pages are currently
ranking and identifies those that should

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Meta Data Inventory

What is Meta Data Inventory?
• A list of optimised page titles and meta
descriptions by page for easy
implementation via the website Content
Management System

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Content Strategy

What is Content Strategy?
• A written plan for winning at SEO by
deploying great content
Includes:
• Rationale
• Competitor review
• Formats
• Distribution
• Scheduling

Exercise - build your own
page Set up your own page
based on these keywords:
- ‘holidays’
- ‘villa holidays’
- ‘villa holidays in Tuscany’

Your page in it’s hierarchical
contextPage Rank
Page Rank
Theme
Theme

What is a Content Brief?
• A clear instructional document for copy writers.
• Contains:
– General SEO content writing guidelines
– Instructions for writing new pages for the site
– Instructions for writing extra content for existing pages
– Detailed ideas of content and page sturcture

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Site-wide Optimisation

What is a Technical Brief?
• A clear instructional document for the technical team.
• Contains:
– Detailed instructions for fixing or adding elements to the
website required for search engines to easily crawl the
site.

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Initial submissions

Are directories worthwhile?
• Review current back link profile
• Review competitor back link profile
• Study latest guides (published by resources like
SEOMoz)
• Look for verticals
• Assess cost vs impact against other
tactics

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Link Building

What is Link building
• Web site and web page popularity
• Quality relevant websites
• Relevant anchor text

Domain Level Link Authority Features —
Correlated Data

Safe link building techniques
• Partner links and client links
• Reputable Directories – DMOZ, Yahoo, AOL,
Etc.
• Social Bookmarking and Social network tags
• Local directories, Classified ads, Craigslist,
Gumtree, Etc.
• Affiliate programs
• Yahoo answers/Quora/other Q&A sites
• Wikipedia
• LinkedIn
• Leave reviews on review sites
• Create an authority blog

Techniques to avoid
• Building links too fast
• Linking to banned or untrustworthy websites
• Link exchanges
• Using the wrong anchor text in links
• Article Spinning
• Using “Independent back link networks”
• Site scraping and content repackaging
• Phishing
• Forum Spam
• Blog Spam

Social Media
• Focus on creating content that gets shared
• Don’t waste your time building social media profiles if it’s not
a great fit
• If you do do it keep it fun, but don’t do marketing here
• Making it as easy to share content as possible is key
• Audit your content and see what gets shared most and when

• SEO Audit
• Forecast
• Page Allocation
• Link building
• Reporting
Reporting

5 Things Website Owners would love to
know
• Is it working?
• Is SEO really making a difference?
• How many sales are we getting?
• How much traffic are we getting?
• Where are we ranked per keyword?

That’s all folks…
…over to you!

Make it Happen
SEO Reporting doesn’t happen by accident.
1. Choose your keywords
2. Set your targets
3. Keep going until you succeed.
4. Then make your listings BETTER.

What have we learned?
1. Nail those on-page factors
at template level to force best
practice...What were they?
2. Google’s algo is heavily
link based so spend a
proportionate amount of time
here... What %?
3. Focus on a mix of
keywords (+ve & -ve),
creative, and
budget to make PPC work
and provide data for SEO
strategy
4. Research keywords with a
pinch of salt but fine tune
based on analytics
5. Optimise content but write for
the user first – don’t over optimise
6. Meta descriptions are important
but aren’t a ranking factor
7. Resolving technical issues is a
big part of the battle
8. Benchmark your keyword
rankings and focus on improving
them
9. Monitor analytics to make sure
your assumptions are correct

Tim Aldiss
Consultant/Director
ThinkSearch
tim.aldiss@thinksearch.co.uk
www.thinksearch.co.uk
Thank you

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