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

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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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• 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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Because this isn’t quite true

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Search engines

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Position matters

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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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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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Jargon

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• 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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On-Page

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• 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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On-page - URL structure

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• 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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• 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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• 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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• 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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• 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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On-page - alt tags

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On-page - alt tags

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Off-Page

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

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Tools

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

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Resources

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• 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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Finally…

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

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