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Search Engine Optimisation

marsden-salazar avatar
marsden-salazar
27 diapositives · 444 Views · Oct 27, 2014

Search Engine Optimisation. Google Algorithm – 2013 History. Oct-13 Penguin 2.1. Aug-13 Hummingbird. Jun-13 Payday Loan/Porn. May-13 Penguin 2.0. Originally Apr-12. Feb-11 Panda. SEO in late 2013. Google Local is dominating localised keywords No more links in press releases!

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Search Engine Optimisation
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  1. Search Engine Optimisation

  2. Google Algorithm – 2013 History Oct-13 Penguin 2.1 Aug-13 Hummingbird Jun-13 Payday Loan/Porn May-13 Penguin 2.0 Originally Apr-12 Feb-11 Panda

  3. SEO in late 2013 • Google Local is dominating localised keywords • No more links in press releases! • “Social signals” from Facebook, LinkedIn, Twitter etc are becoming vital • Mobile search is becoming more important i.e. people searching via smartphones • As important as email marketing to existing clients • Keyword research to develop “targeted” keyword lists is even more important • (not provided) • Need to worry about “link” sites, not just your site

  4. Penguin 2.0 & in general • Well written sites • Sites with little advertising • Proven niche “authority” sites • Keyword stuffing • Poor link building practices (both in & out) • Lots of exact-match anchor texts (30% or more of a link profile) • Too many ads “above the fold”

  5. Panda in general • Well structured sites • Well written sites • Sites with little advertising • Sites that can be/are being “socially shared” • Low quality sites • Low quality/short content (aimed at content farms) • High advert/content ratio • Technically poor sites • Duplicate meta titles/descriptions

  6. Duplicate page titles

  7. Hummingbird • Better semantic search “apple & Apple” • High quality content • Enhanced user experience • Shareable content • Press release links should be “no follow” • Guest blogging could be penalised

  8. Google Webmaster Tools

  9. So what can be achieved – I ?

  10. So what can be achieved – II ?

  11. http://www.conscious.co.uk/presentations

  12. So what’s it all about? This.

  13. But what keywords?

  14. Measurements

  15. 3 Keys to SEO • Linkworthy - make it useful & compelling • SEO is intertwined with web site design & content • Tips booklets, news, content • Bear in mind it’s the law we are talking about! • Keywords & Content - Site optimisation • Theme optimization = keyword-focused content • More content = higher PR • Follow best practices, avoid worst • Link Popularity - Off-site optimisation • Social signals • Maximize high PR inbound links (backlinks) • Keyphrase filled anchor text (example: “planning solicitor” not “Kingsley Smith”

  16. Domain authority

  17. On page factors

  18. An example Rank = No.2 Searches/month = 100 Visits = 5 Pages/View = 4.6 Time on Site = 2:17

  19. Link building • Less is more now • Getting less links from higher quality sites (higher PR or Domain Authority) • Guest blogging • Use a keyword, not the name of the firm for the “visible phrase”

  20. Use of Site Maps • Manual site maps • Auto-generated sitemaps for Google upload

  21. Something to ponder Data from SEOmoz

  22. Oh, there’s more in “social land” Data from SEOmoz

  23. Tutorial (if we have time) • Someone be brave, let’s do some work! • Give me your website address • What is the target phrase you think we should look at?