Presented by: Hugh Jackson
MediaCo DirectorVisit us at Stand E21
Search Engine Optimisation (SEO)
The Keys to SuccessWhat’s New for 2012 and
Beyond...?
Introduction - Overview
SEO Strategy Development – key to success
Latest Keys to SuccessSome things never change – Quality contentKeys to Link Building
Brand Mentioning in Link Building Integrating Social Media Impact of Google+ on SERPS
Summary
Agency Insight
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– Email Marketing– Content Copywriting / Development– Social Media Optimisation
ONPAGEContent within a
page
OFFSITEExternal
Influences
ON SITEFactors across your
site
Internal Links
Linktext
DeepLinks
Search TermsKEYPHRASES
COMPETITORS
SEO Components
Research is crucial in understanding...What results is your site currently achieving? What key phrases should you be targeting?Who are you online competitors? What you can realistically achieve in short, medium & long
term in terms of positions and traffic
Stand out from the crowd (in an ever competitive marketplace)
Strategy Development – Setting the Right Objectives
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
Once Research is completed conduct some Analysis… Evaluate current status and competitiveness – quick wins
Strategy Development – Where Are You?
Strategy Development – Online Competition
Based on your search termsIdentifies competing websites that have online visibility.Determine coverage across all phrases.Market intelligence of actual online competitors
Keys to Success - Some not so new!
“High Quality” Content Is King
Panda was designed to filter out poor and duplicate content from the web.Ensure you have good quality, original and relevant copywriting within your web pages.Use a “human-friendly” site and page structure which is easy to read and navigate.If you have an ecommerce site, it is important for you to have informational content, for example strong product descriptions, reviews, FAQs and buying guides.Good content is not restricted to your website!
2011 Google Algorithmic changes – a clue to the future
How the mighty can Fall......
Keys to Success - Some not so knew!
Quality content is likely to continue to be increasingly important to successful rankings.
The Latest Google “Fresh” update is as important as the “Panda” updates.
Content also needs to be FRESH, USEFUL and SHAREABLE.
Focus on quality metrics such as usability, readability and overall usefulness.
Content investment should be a key priority in 2012.
2011 Google Algorithmic changes – a clue to the future
Anticipate Google will try to refine “freshness” updates throughout 2012
Keys to Success - On-Page ContentRemember – Google is looking to provide the searcher with the most relevant site/page for a specific search term Content is critical – the only element search engines “read”
You still need to consider How well matched is a given page or site to the
Google Searchers entered terms? Do the targeted search terms appear on your
page at all and, if so, where?
Key on-page factors that effect your natural results: Where the keyphrases are placed on a page. Keyphrase usage (how they are presented within
the copywriting of the page). Synonym usage and semantically related
phrases. Formatting of text (use of headers, bold…).
I’m sorry for writing such a long letter …
… but I didn’t have time to write a short one …
The Title Tag - HTML tags in the page code giving information about a web page.
Simple and effective, tied in with on page, internal linking and offsite.
Basics Still Important– On Page Content
Use as appropriate to capture visitors attention < 10 seconds...
450 words to develop relevancy
Desired key phrases withinthe page content
Unique content for each page
Contextual linking
Body Text
For users and search enginesHeadings - Sub-headings
BulletsEmphasisHighlightingLinks
Keyphrase in “Title” Tag
Keyphrase in breadcrumb
Keyphrase used
No H1 with Keyphrase
Little keyphrase usage in Page content
SEO Content – Example “used taxis”
Keys to success – Content Summary
Implement high quality, original , useful and relevant content.Freshness of content to increase in importance.Don’t copy or scrape others content.Remember - Google wants you to put keyphrases relevant to the page in the content and title tag.Key content should be “above the fold“. - Matt Cutts, Google, Jan 2012
Other On-page factors may rise in importance as Google continues to measure the user experience – bounce rates and user engagement.
Oh and...Your site should load quickly.
Latest Keys to Success in Linking
External “votes”
Social Signals - Votes
Picture Worth a 1000 Words
All Clear?.......................
Off Site Optimisation
Latest keys to Effective Link BuildingDeveloping a controlled set of search engine friendly links – NO
Obvious profile – not Natural
Associate your brand with reputable websites, organisational bodies, customers and industry related sites
Develop a continual increasing in value points of presence across the web - YES Include brand mentions
Particularly relevant for brands
Includes social signals including “no-follow” Twitter, FriendFeed, Flickr
Increasing value (strength) of current point of presence Link value not volume
developing popularity + authority = link building
The Impact of Google+ on SERPs?
2011 saw launch of Google+ and social sharing feature Google+1
Google+1 is simply another social signal they take into accountSimilar to “likes” – will gradually increase relevanceSignificant over time (currently 0.5% of social networks)Set-up and optimise your Google+ Business pages
Social circles
Social Media Channels….?
More than just Facebook, Twitter & YouTube!
Social Media Interaction:
“Feeds” SEO
Improving: Authority Positions
Traffic Click Through= Conversions!
Latest Keys to Success - Integrating Social Media
User engagement may become the core of your SEO in the future – visitor behaviour and social behaviour
To Summarise
Image used from www.athenamedia.ie
The 3 P’s of Social Media Optimisation
Develop a social signals and social authority strategy
Presence, Participation & Promotion
Presence: • Originate / Customise / Connect Channels
Participation: • Saying the right thing in the right way in the
right channel – Engagement!
Promotion:• Share – Syndicate – Become “Findable”
www.yoursite.co.uk
Many different links - Social Signals
Many different links - Social Signals
2012- “New Digital Era”
Businesses have the OPPORTUNITY to ENGAGE with their consumers at multiple touch points throughout the day...
Create Social Noise
Unique, Quality Content in line with
Google Fresh Update
Speech Search - Siri on iPhone
Mobile Search
Social, Local, Mobile…..SoLoMo
Small Businesses have an advantageover Big brands – more nimble
Back to Basics - Quality 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 right target keywords!
Good Content: Opportunity to “say” more / create more points of entry More opportunities to optimise / establish your site
as a content authority
“..structured well...With quality, unique content…….”
“..if you
produce
great, original content...
On and Off-site…”
Google & Content
“ ..you will rank well.”
Presented byHugh JacksonMediaCo DirectorVisit us at Stand E21
Thank You...
Any Questions?