Ignition Search - "Demystifying SEO"
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The document discusses the importance of SEO in driving free traffic for businesses, addressing the common misunderstandings and pitfalls in the industry. It emphasizes the need for quality content, adherence to Google's evolving algorithms, and the significance of building authority and trust online. Additionally, it outlines best practices for creating an effective SEO strategy that includes technical optimization and content relevance.
Ignition Search - "Demystifying SEO"
- 1. De Mystifying SEO – More Traffic More Business By: Dan Kavanagh & Jon Colegate Date: October 2014
- 2. ?De Mystifying SEO –More Traffic More Business Why We Are Doing An SEO Seminar: 1. Everybody wants free traffic from , but how to get it is shrouded in mystery. 2. There has been a knowledge gap in the local area since Business Link ended. 3. There are a lot of people selling the service but their methodology and experience is questionable. We want to address these issues by giving free, quality information to get people started
- 3. De Mystifying SEO – More Traffic More Business AN INTRODUCTION TO SEO
- 4. 1. Google is the market leading search engine in the UK with an 89% share. Bing is next with 6%, then Yahoo with 3% (source: statistica.com October 2014). 2. Google is NOT the internet. 3. Google is a business; it delivers a service to its customers. 4. Google is complex. But always adheres to general marketing best practice. 5. SEO now heavily includes Mobile & Tablet. The traffic share has over taken desktop for the desktop for the first time this year. ?De Mystifying SEO –More Traffic More Business
- 5. De-Mystifying SEO – More Traffic More Business WHY SOME SEO STRATEGIES FAIL
- 6. De Mystifying SEO –More Traffic More Business • Everyone is an expert right?? No one SPAM’s either… - Honest. • SEO companies often ‘pile ‘em high and sell ‘em cheap’. • Approached as a technical exercise. • Resources can be scarce. • People provide SEO services to keep clients happy.
- 7. De Mystifying SEO –More Traffic More Business • Outdated ‘spammy’ tactics may work for a while but, they are a ticking time bomb… • Various updates at Google can take you out automatically at any time. Or, you may get on the wrong side of a Google employee…
- 8. De Mystifying SEO –More Traffic More Business Things to avoid… Low Quality Directories Aggressive Anchor Text Writing ‘thin’ content Poor site usability & readability Not linking to other useful content
- 9. De Mystifying SEO –More Traffic More Business Bigger brands get hit too…
- 10. De Mystifying SEO – More Traffic More Business - HOW GOOGLE WORKS
- 11. De Mystifying SEO –More Traffic More Business • Google is a citation* engine, or, at least it has been traditionally - some things are changing. • It also uses the content on your site to assess your relevance to a search term. • It also looks at users location, past browsing habits, social connections etc. to form rankings. * quotation or reference tool
- 12. De Mystifying SEO –More Traffic More Business • As more people understand this basic relationship, more people try to ‘game’ Google. • This game of cat and mouse has been played for a decade or more. • SPAM has proved successful in the past but comes with significant risks attached. In 2014, it is more risky than ever to try to out wit Google.
- 13. De Mystifying SEO –More Traffic More Business • Google only really cares about its’ users (and making money from AdWords!) • It actively wants to reward websites that commit to its’ users through:- • It measures both using links, user behaviour, social sharing, content quality & SPAM assessments.
- 14. De Mystifying SEO – More Traffic More Business HOW GOOGLE MONITORS SPAM & MALPRACTICE
- 15. De Mystifying SEO –More Traffic More Business • Google fights SPAM much harder than it used to. • It is now prepared to actively punish low quality SEO. • This is a major change in approach. • It doesn’t always get it right!
- 16. De Mystifying SEO –More Traffic More Business • Google’s Penguin Algorithm actively punishes over aggressive attempts to manipulate rankings –mainly links. • Updates occur periodically so websites will get hit and recover periodically. • You have to wait until the next update to get back in… …It can be a long wait.
- 17. De Mystifying SEO –More Traffic More Business • Panda assess your page quality and user experience. • ‘Thin’ content, duplicate content pages with ads etc. are all in the firing line. • Poor UX can damage rankings. • E-commerce sites are especially vulnerable to Panda.
- 18. De Mystifying SEO –More Traffic More Business • A Google employee may also look at your web content, links and shares. • They might decide that they don’t like what you are doing and that you’re not complying to the EAT* quality guidelines. • And that’s bad news… ** Expertise, Authority, Trust
- 19. De Mystifying SEO –More Traffic More Business What a ‘Google Update’ can look like for your traffic:-
- 20. De Mystifying SEO – More Traffic More Business BASIC BUILDING BLOCKS OF A SOLID STRATEGY
- 21. De Mystifying SEO –More Traffic More Business • Make your website accessible to search engines. • Fix technical problems. • ‘Optimise’ Key HTML Tags. • Create a solid Content Plan. • Write on subjects that matter to your audience. • Network and build citations, shares and tweets.
- 22. De Mystifying SEO – More Traffic More Business WHY CONTENT, EXPERTISE & TRUST ARE IMPORTANT
- 23. De Mystifying SEO –More Traffic More Business • Leaked quality guidelines provide clear indications as to how site owners should create and present their content. • Expertise, Authority, Trust (EAT) are signals that Google is trying to reward algorithmically. • Is your content ‘high quality’ or ‘nothing special’? • Or worse – low quality?!
- 24. De Mystifying SEO –More Traffic More Business • Content should focus on users needs and problems. It will vary depending upon your target audience. • This content should show you as an EXPERT in your field. • It can be in the form of:- ARTICLES VIDEOS GUIDES PDF’s INFOGRAPHS CHARTS BLOG POSTS
- 25. De Mystifying SEO –More Traffic More Business • It goes wrong when content is made specifically for . • This often means: - It doesn’t cover the topic in depth - It doesn’t address users needs - It creates a high bounce rate - It isn’t easy to read - There are no links to other useful pages - It is produced quickly and contains errors - The focus is on quantity NOT quality
- 26. De Mystifying SEO –More Traffic More Business • Getting recognised in your industry is important. You need to establish yourself as an AUTHORITY on your subject. • This helps search engines to view you as an industry leader. • In order to achieve this you need to get quality, relevant links and social shares within your specific ‘niche’.
- 27. De Mystifying SEO –More Traffic More Business • Can your links, shares and content be trusted? • YES if you are marketing your content and networking. • NO if you are spamming the search engines and faking this.
- 28. De Mystifying SEO – More Traffic More Business THE KEY ROLE OF MARKETING YOUR BRAND & USP’S
- 29. De Mystifying SEO –More Traffic More Business • In order to be successful online you need to commit to ‘outreach’. • Make use of Twitter, Linkedin, Networking events, Exhibitions, Trade Associations, and don’t forget your contact book! • You can enhance your brand by: Creating useful & informative content Connecting with your audience online Making pages loads quickly Making your pages easy to read Erasing any technical errors Keeping your users safe Keeping users interested • Links, citations, trust and rankings will follow.
- 30. De Mystifying SEO – More Traffic More Business CONCLUSION
- 31. De Mystifying SEO –More Traffic More Business 1. If you have a website you MUST have a strategy to market that website. 2. Apply best practice marketing techniques and build your authority. 3. Get the basics right - Analytics, E-Commerce tracking etc. to give you intelligence. 4. Experiment. 5. Set goals i.e. number of conversions. 6. Monitor Cause & Effect. 7. Utilise social media and other FREE TOOLS.