dpom presentation lul360 october 2013

Google SEO Workshop#LUL360

we’ll get you found

dpom

Google SEO Workshop

•The Future of SEO - Content Driven SEO

•How to rank your website as high as possible

•How to avoid getting penalties from Google

•Tools to help

Who are DPOM?• We have a proven track record and a client

retention rate of 97% (we’re working hard to improve this!)

• We’re trusted and respected: we write for the industry leading authorities on SEO and Online Marketing Including: Marketing Land, Search Engine Journal and Social Media Today.

• We’re honest: SEO is a marathon and not a sprint, we won’t promise you quick results, it’s rarely possible.

• We’re listed on the Recomended Agencies Register - and audited yearly

• We’re a Google Partner & Bing Accredited Professional


dpom

What is SEO?

What is SEO?•SEO (Search Engine Optimisation)

•The process of making a website satisfy search queries from users which will likely result in conversions whilst conforming to search engine guidelines

• It is not about simply getting the best possible rankings.

• It is not about getting high levels of traffic.we’ll get you

founddpom

Search Engine Guidelines

•Guidelines stipulate how to ensure your website ranks well in search and provides the best experience for visitors.

•Failure to follow guidelines often results in penalties or even permanent exclusion from search engines such as Google.

•You may of heard of Google Penguin and Panda?


dpom

Google AlgorithmsNot as cute as they sound

Google Penguin• A Google Algorithm designed to target websites that don’t

conform to guidelines, in particular, sites that obtain “unnatural links” (for example: building links artificially rather than creating a website that attracts links naturally because it’s users find it helpful or interesting.)

• Penalties include: exclusion or major ranking drops. Penalties can be algorithmic or manual (a Google webspam team member will manually penalise your website - this is often the most severe penalty)

• Notable cases include: JC Penney (USA) and Interflora (UK).we’ll get you

founddpom

Links

What’s Googles problem with links?

• Links are part of the Google Algorithm (there are over 200 factors).

• Google considers links as a vote - if a website links to yours it is classed as a “vote” that your website is useful and this can help search results by passing “Page Rank”

• Links should be obtained naturally - i.e. people should voluntarily link to you.

• It is possible to manipulate the system by artificially creating links from websites you own, or publishing low quality content on other websites and then linking to your website. But that’s outside of the Google Webmaster Guidelines.


dpom

Google Panda

•Panda is an algorithm that targets websites with “thin” and “low quality” content.

•For example, keyword stuffed content or content that provides little use to visitors.

•Often referred to as an “over optimisation penalty”


dpom

Content

Example of Bad SEO

• Interflora - Had a penalty for building unnatural links earlier this year using advertorials to rank for terms. This is not “natural”

•Didn’t show in Google for many terms including BRANDED terms for 11 days until they recovered

•Newspapers that provided these advertorials had Page Rank removed


dpom

Traffic Feb 2013we’ll get you found

dpom

Got a penalty?

Two Types of Penalty

•Manual - a member of the Google Webspam team has manually penalised your website (Either the full website or links that affect parts of your website)

•Algorithmic - E.G. Your site is losting traffic because Google's Algorithm no longer rates your website as highly as it once did

What is “Good” SEO?

•Make a website for users and not search engines (This includes writing for humans!)

•Don’t try and manipulate Google Algorithms - Follow the Webmaster Guidelines and don’t risk a penalty


dpom

What’s the Answer?

Content Driven SEO


dpom

How does this help?

•Content gives search engines more information and more terms to rank you for


dpom

How do I create content to rank for 100’s and 1000’s of

search terms ?

What is Content Driven SEO?

•Creating relevant & unique content on your website:

•Blogging

•Videos

•Good Product / Category Listings

• In depth relevant page content

•What else?

What do I blog about?

•Tell a story - how you achieved something in business that someone else might find interesting to read

•Establish yourself as an authority

•Give opinions

•Top 10 lists

•Get staff to blogwe’ll get you

founddpom

Google Authorship


dpom

Google Authorship• Links your content to you as an author

• Links to your G+ Profile

• Makes it easier for people to find your content

• Establishes “ownership” of your content

• Makes search listing more “clickable”

• Establishes you as an authority

• Google actively persuing new updates to reward authoritive authors of content (Confirmed by Google) we’ll get you

founddpom

Social Media•Help your content get discovered

•Share it on Social Media - not just once!

•Engage with influencers on Social Media - more likely to share your content if you have a relationship

•Make it easy for visitors to share your content: add share buttons to your website


dpom

Even better...

• If you’re content is great, people will love it and talk about it Social Media and may even link to it from their blogs and website = BINGO! A natural link = better rankings (eventually!)


dpom

Google Says...The best way to get other sites to create high-quality,

relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet

community. Creating good content pays off: Links are usually editorial votes given by choice, and the more

useful content you have, the greater the chances someone else will find that content valuable to their readers and link

to it.

https://support.google.com/webmasters/answer/66356?hl=en we’ll get you

founddpom

https://support.google.com/webmasters/answer/66356?hl=en


Content Research

Keywords• Keywords (or keyphrases) are phrases a user

enters into search.

• Google will display the best and most relevant websites for any given term.

• To rank, we need to consider what keywords visitors may use - but base this on fact and not opinions.

• Google’s crawler reads our webpages to understand what they are about.


dpom

Main Keywords are not main keywords.

•Commonly, a website will attempt to rank for a handful of keywords - usually very broad and highly competitive keywords e.g. “Widgets”

•Long Tail Keywords are more specific and tend to convert better “Buy Red Widgets for Men”

•Although “head” terms have high search volume, long tail keywords drive more searches in aggregate


dpom

40-50%of all searches in Google are Long Tail (3

words or more)


dpom

18-20%of all searches in Google are “incredibly

Long Tail” (never searched before)


dpom

50 + 20 =70%

of all searches in Google you are potentially missing out on by not thinking of long tail keywords


dpom

Real Life ExampleWhy Longtail Keywords are Crucial

Case Study: Vodafone.co.ukWhat is their “Main” Keyword?


dpom

Mobile Phones?0.19% of all traffic to vodafone.co.uk from the term

“Mobile Phones”


dpom

Approx. 60% of traffic from branded search

terms including “vodafone”


dpom

The other 40% ?From the other 36,000 keywords they rank for

data provided by SEMRush Oct 13


dpom


dpom

Expectations

Expectations•Sustainable SEO is a long term marketing

strategy

• Incredibly good ROI

•Don’t expect significant short term improvements

•Don’t take shortcuts - they won’t work for long

•Remember: “Traffic is Vanity, Conversions are Sanity”


dpom

Expectations

Example of growth from sustainable SEO from 2010 to 2013

Sustainable SEO that conforms to guidelines should never result in a penalty


dpom

Tools


dpom

Google Webmaster Tools

•Notification of any problems Google has with your site

•Notification of any penalties

•Keyword and ranking data


dpom

https://www.google.com/webmasters/tools/




dpom

Google Analytics

•Lots of data

•Will not in future show what keywords sent traffic (not provided)

• INCREDIBLY useful to understand website performance


dpom

https://www.google.com/analytics




dpom

AdWords Keyword Planner

•Keyword research: identify new keywords

•Provides suggestions of what keywords will send traffic

•Search Volumes


dpom

https://adwords.google.com/o/KeywordTool




dpom

Google Trends

•Discover new keywords that are gathering pace

•Understand seasonality of keywords

•Spot new opportunities


dpom

https://www.google.com/trends




dpom

Google Webmaster Guidelines

•Even if you pay an SEO, be familiar with the guidelines

• It’s Googles rule book


dpom


whatsmyserp.com

•Check ranking positions

•don’t check ranking positions by searching - often personalised results


dpom

In short...•Follow the guidelines

•Create a website for people not search engines

•Research - use tools to drive your SEO based on fact

•Write unique and relevant content that people will find interesting and earn natural back links

•Share on Social Media

•Be patient