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Introduction to SEO

Chris Unitt
November 23, 2011

Introduction to SEO

Slides accompanying my talk at the Arts Marketing Association (West Midlands) regional meet-up on 23 November 2011.

The notes are available here: AMA Tweet Meet – Introduction to SEO | Chris Unitt's blog.

Chris Unitt

November 23, 2011
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Transcript

  1. AMA Tweet Meet
    Introduction to Search Engine Optimisation
    0121 200 2627
    [email protected]
    #tweetAMA

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  2. Arts Council England, BCMG, Belgrade Theatre,
    Birmingham Hippodrome, Birmingham Repertory
    Theatre, Cadogan Hall, DanceXchange, The Drum,
    English Touring Opera, Glyndebourne, Hampstead
    Theatre, Mercury Colchester, Manchester Library
    Theatre, NEC Group, Nottingham Playhouse, Royal
    Court Theatre, Sadler’s Wells, Sampad, The Sage
    Gateshead, Soho Theatre, Sheffield Theatres,
    Symphony Hall, Warwick Arts Centre, The Sage
    Gateshead

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  3. • What searches engines are and what they try to do
    • A bit of jargon
    • On-page and off-page SEO
    • Tools you might want to use
    • Resources and further reading
    We’re going to cover

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  4. Because this isn’t quite true

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  5. Search engines

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  6. Position matters

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  7. The short answer: The content on the page and the number of links to that page.
    The long answer: It’s complicated.
    How do they get their results?

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  8. The long answer
    • Keywords in domain name (or sub/root)
    • Domain authority
    • Links with exact or partial anchor text match
    • Tweets/Facebook Likes/Google +1s
    • % of non-reciprocal incoming links
    • Quantity of related keywords the page ranks for
    • Bounce rate of the page
    • Words/characters on page
    • Number of links on page (internal and external)
    • Response time
    • and many more…

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  9. • SERPS
    • black/white/grey hat
    • authority
    • anchor text
    • alt text
    • headings
    Jargon
    • crawlers, bots and spiders
    • Google bomb
    • keyword
    • link bait
    • META tags
    • nofollow

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  10. • Site structure
    • URL structure
    • Site map
    • Internal link strategy
    • Titles and meta descriptions
    • Alt tags
    • Headings
    • Copywriting and keyword density
    On-page

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  11. On-page - URL structure

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  12. • Not everyone will arrive on the homepage
    • Identify your key pages - the targets for search activity
    • Create landing pages for your campaigns but link them to your site
    • The fundamental rule: ALWAYS design for the user and not the search engine
    On-page - key pages

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  13. • How do you link between pages?
    • When should you link and how often?
    • Always link keywords (but vary them)
    • Always try to link pages back to relevant key pages
    On-page - internal link strategy

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  14. • Titles should include the main keyword for the page
    • Name of a website should go AFTER the page name
    • Descriptions should describe what’s offered by the page, not the website and
    include that page’s keywords
    • Avoid duplicate titles
    On-page - titles and meta descriptions

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  15. • Search engines prioritise headings - h1, h2, etc
    • Your should be the page title and should contain the primary keyword/
    phrase for that page
    • There should only be one
    • can be used for the keyword/phrase but is preferred
    On-page - headings

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  16. • Pick 1-2 keywords/phrases per page
    • Phrases should be relevant and specific
    • Think about keyword density
    • The content you write should still read properly
    • Don’t forget alt tags and link titles
    On-page - content and keywords

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  17. On-page - alt tags

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  18. On-page - alt tags

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  19. • External link strategy
    • Relevant links
    • Finding sites - analysing your competitors
    Off-page

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  20. • Google Analytics
    • Google AdWords
    • Webmaster Tools (Google and Bing)
    • Wordtracker
    • Authority Labs
    • Blekko
    • SEOMoz
    • SEMRush
    • MajesticSEO
    Tools

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  21. • Occam’s Razor - Avinash Kaushik
    • Google Analytics Individual Qualification
    • Search Engine Land
    • SEOMoz
    • Distilled
    • Blind 5 Year Old
    Resources
    • BlueGlass
    • SEOBook
    • Search Engine Journal
    • State of Search
    • Search Engine Watch
    • SEO by the SEA

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  22. • The role of social media
    • Location
    • Videos, maps, subpages and listings on SERPs
    • Mobile
    • How to research
    • How to channel link juice
    • Optimising images
    • Optimising social media
    There’s a lot I haven’t covered

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  23. • Keyword list
    • Analyse site structure
    • HTML review
    • Keyword review
    • External link spreadsheet
    • Link building
    • Review schedule
    Tasks

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  24. • Use keywords in your titles and early on in your text
    • Don’t use ‘click here’ as anchor text
    • Use alt tags for images
    • Do a bit of research
    • Think about what search engine users might be looking for
    • Seriously consider Analytics & AdWords Qualification
    • Don’t let SEO get in the way of writing good content
    If you do nothing else…

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  25. Chris Unitt
    Head of Social Media, Made Media
    [email protected]
    @ChrisUnitt

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