SEO essentials 2021 - The basics of Search Engine Optimisation
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Ben M. Roberts discusses the essential elements of search engine optimization (SEO), including content relevancy, quality, link building, and technical aspects. He emphasizes the importance of both owned and earned marketing for improving website authority and search rankings. The document also highlights tools and strategies for effective SEO management and monitoring.
SEO essentials 2021 - The basics of Search Engine Optimisation
- 2. 2 Put simply… Search Engine Optimisation is how you get found naturally, through search engines. This could be through a number of means including; - Written Word - Static Imagery - Video - Voice
- 3. 3 Who am I? Ben M Roberts Director at BMR Marketing Owned & Earned Marketing Specialist Published Marketing Author International Conference Speaker Wales’ #1 Businessman under 35 in 2018
- 4. Does the content and title match the search closely? Does the content answer the question that the searcher is looking for? Relevancy Post regularly in order to main status as an authority in your field. The more quality content, over time, builds more links & info to crawl. Consistency & Recency The content must be clearly written with few grammatical errors. It must be presented well. Quality of Content Quick site speed, good UX, minimal page loads, mobile optimisation and images compression/CDN. All are important to SEs. Quality of Site What do these Search Engines want from us?
- 5. 5 Search Content relevancy & quality. Links are the proof. Content & Links 4 Simple URL strings. Keyword rich. Use 404 redirects to clean- up URL Strings 5 Displays reviews, products and real-time information Schema Markup 6 Ranking Essentials Proper titles and subtitles break text and show SEs what the content is about Headers & Subs 1 Helps SEs to determine what an image is about to show in search Alt Text 2 The snippet that shows in searches. You can decide what this is to improve CTR Meta Data 3
- 6. 6 Non-technical SEO is the work carried out, which the naked eye can see. This includes content, links and other visual SEO practices. This can be carried out by most people, however the quality of such work is variable. This work will not break your website, but will have a dramatic impact on your rankings. Non-Technical Technical SEO looks at the coding, and ranking factors beneath the surface. This includes JavaScript, CDNs and sitemaps. This is complex, and usually requires an experienced SEO or developer to do. This is the foundation of your SEO and without solid technical SEO your ranking potential is limited. Technical
- 8. 8 GTM (Tag Manager) Google Tag Manager allows you to embed various code snippets into your website and manage them from one place – this means you only have to add a single code snippet to your website not multiple. https://tagmanager.google.com/
- 10. 10 Update and secure your Google My Business Page. This firstly verifies your business to Google then includes locations (maps), reviews and links. Google My Business (GMB) Having specific landing pages built for localised areas (also industries) works really well, especially if national business but has key areas, with specific information needed. Local Landing Pages Ensure locations and phone numbers are updated. Also ensure that you have mentions of you local services offered and areas you operate in. Local Data & Keywords Local SEO
- 11. 01 03 04 02 The purpose of link building is to raise the overall authority of your website, but having our relevant and authoritive sites link back to you. Signaling to Google that your sire and content is worth of ranking. 1) Research & Ideation – You must have a good idea, that will be of benefit to readers and a linking site. 2) Creation – You must make the work to a high quality, with good readability, 3) Outreach – Personally reach out and make human connections. Be specific and relevant. Show examples. 4) Monitor – Keep a list of included links and track using SEO tools. Link Building
- 12. 12 SEO SOCIAL MEDIA CONTENT Your Site SEO is largely owned and controlled by you. Your website, your ideas and your content. Everything you write and create online will leave a footprint. Its your job to make sure it links back to your site. Owned Marketing Without earning marketing in the form of backlinks, reviews and and social mentions your owned marketing will have a far more limited reach. Earned Marketing
- 13. 13 Powerful Overall SEO tool with research, reporting and tracking included. SEM Rush Great for Link building in particular with DA and link tracker. Moz Another powerful overall SEO tool Ahrefs /Overall Free. Reporting tool. Can link into Data Studio for slick data reporting. Analytics Allows you monitor and control various code integrations into the site. Tag Manager Local SEO tool to verify your business and locations. My Business /Google Helps you to understand and decide the keywords you are going after. Keyword Planner Broken link crawler primarily. Screaming Frog Wordpress plugin that helps you to make sure that your non-technical SEO is up to standard. Yoast SEO /Other Tools
- 16. 01 03 04 02 The purpose of link building is to raise the overall authority of your website, but having our relevant and authoritive sites link back to you. Signaling to Google that your sire and content is worth of ranking. 1) Research & Ideation – You must have a good idea, that will be of benefit to readers and a linking site. 2) Creation – You must make the work to a high quality, with good readability, 3) Outreach – Personally reach out and make human connections. Be specific and relevant. Show examples. 4) Monitor – Keep a list of included links and track using SEO tools. Link Building
- 17. 17 Not Exact Science The biggest problem with SEO is that is not an exact science, and you cannot always predict exactly how a particular piece will rank. What you can do is follow the guidelines set by the search engines, monitor your activity, and track the outcomes. Although the direct effects of SEO are hard to gauge, the outcomes are not hard to notice. Earned Owned
- 18. Thank you Quote “SEO ESSENTIALS” for up to 1 hour FREE discussion about your SEO, Owned & Earned Marketing: ben@ben-m-roberts.com
Editor's Notes
- #3: However is becoming more broad – i.e. specific amazon, podcast etc This presentation will be a whistle stop tour of SEO, covering the essentials and need-to-know to get you started, fix what you have missed and ensure you are following core SEO principles What I won’t do is bombard you with stats about how important SEO is There is a lot more detail to go into, and I’m happy to do that for you