london bloggers meetup: search engine optimisation edition - slides
DESCRIPTION
Slides from the London Bloggers Meetup on Search Engine Optimisations. This SEO talk featured speakers: Charlotte Gunnell, SEO Manager for the Metro, Judith Lewis from SEO Chicks and also available at decabbit and Yiannis Pelekanos from marketing and search agency Klaxon. Focusing on the key ways you can improve your blog or website to make it more friendly for search engines in 2014.TRANSCRIPT
SEO for Blogging
Ranking in search from the perspective of the engines.
Yiannis Pelekanos Marketing TechnologistKlaxon
95% of Google revenue comes from adverts.Or about $50 billon.
1. Speed2. User experience3. Authority and Trust
Speed Speed
5
User Experience
6
Speed Authority & Trust
@yiannipelekanoswww.klaxonmarketing.co.ukyiannispelekanos@klaxonmarketing.co.uk
You can also read our blog for more ideas and advice on seo
www.klaxonmarketing.co.uk/our-blog
Charlotte GunnellSEO Manager at Metro.co.uk
@cavatica_copywww.cavatica.co.uk
Three things to start with:
● Links for SEO aren’t dead.● Guest blogging is not dead.● Social shares do not count towards Google rank.
(We want these for exposure - not for ranking)
There is no magic secret - sorry :(
@cavatica_copy
Links do help ranking, but...
● Never do guest posting just to get links.● Do it for exposure and contacts instead.● Proportions - the more people you reach, the more
chance you have of getting links.● Think long-term (and enjoy yourself).
@cavatica_copy
‘The objective is not to “make your links appear natural”; the objective is that
your links are natural.’
Matt Cutts, Head of Google’s Webspam team
@cavatica_copy
How to ‘do’ SEO in 2014:
Everything comes from your obsession.
1. Always having something to say(= more content = authority = ranking)
@cavatica_copy
How to ‘do’ SEO in 2014:
Everything comes from your obsession.
2. Conversation(= comments)
@cavatica_copy
How to ‘do’ SEO in 2014:
Everything comes from your obsession.
3. Community/engagement(= shares)
@cavatica_copy
How to ‘do’ SEO in 2014:
Everything comes from your obsession.
4. Contacts/following(= guest posts)
@cavatica_copy
How to ‘do’ SEO in 2014:
Everything comes from your obsession.
5. Exposure/brand-building(= links)
@cavatica_copy
How to impress bigger blogs: ● File copy while subject is still newsworthy. ● Write fantastic headlines - attract the editor’s attention.● Being interesting is only 40% of the work.● Be polite – don’t forget people are busy.● Roll with the punches and you’ll be hired again.● Don’t be afraid to go into detail.
@cavatica_copy
Where to get ideas and keywords from:
● Social (questions/conversations)● Topsy.com● Keywordtool.io● Bigger sites - news and other people’s opinions
Never settle - take it one step further.
@cavatica_copy
Useful SEO blogs:
● Moz.com● Search Engine Roundtable● Search Engine Land● Kate Toon’s copywriting blog
@cavatica_copy
Thanks for listening!
@cavatica_copy
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Core SEO E lements & Wordpress P lug ins To Use
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
➡ Got on the Internet in 1986 at my school lab
➡ Working online with search since 1996
➡ Paid & Natural Search plus social media
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin.com, Family Search, Amadeus, AMD, AmEx , TotalJobs & more
➡ Chosen as a founding Modern Muse, contributed to “Pimp My Site”, judge of the UK & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run MostlyAboutChocolate.com
➡ Teach the Econsultancy courses on Paid Search & Advances On-Page SEO
am IWhoObligatory slide !
Judith Lewis Digital Consultant
@MostlyAboutChoc@JudithLewis
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Natural search – SEO factors
Around 200 factors contribute to the ranking of a webpage or a website.
These 200 factors can be broadly categorised as:
ContentArchitecture Popularity/Links
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Ranking Factors
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Developments in on-page SEO
Traditional techniques still bestKeyword research & mapping – know who you are writing for & what they are looking forComputer-friendly on and off-page assets to help search engines rank you over spamLower importance on title tag but it is why people will choose to read your blogMyth of optimal density - as long as you have mentioned a keyword you could rank for it
Site architecture & load time will helP you beat the spammers & other bloggersFresh & unique content boost
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Developments in off-page SEO
Increasing importance of social footprint – Don’t ignore Facebook!Continued importance of links
Link profile changesFocus on naturalBrand links = brand boost = Getting rid of SPAMMERS!
Bad link penalty so play it safe & don’t sell linksLink schemes, link farms, link networks – just say NO!
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
“Hummingbird — Google says — is a new engine built on both existing and new parts”
http://kathycatworld.blogspot.co.uk/2012/04/oh-my-lifehummingbirds.html
Hummingbird
Whole new engine to the search carMaintains Penguin, Panda, Caffeine, et alConversational SearchSemantic relevancyEven faster resultsAt same time as (not provided) results increased but not part of algorithm
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
“designed to reduce rankings for low quality sites”
http://fc05.deviantart.net/fs17/f/2007/210/f/8/Dead_Panda_by_Nocty.jpg
Panda
Originally not algorithmicContent-basedOriginal contentUpdated regularlySubstantialNo cheating or shortcuts
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
“designed to punish pages that have been spamming Google”
http://www.zastavki.com/pictures/1920x1200/2012/Creative_Wallpaper_Happy_Penguin_035134_.jpg
Penguin
Links devaluedRemoved huge numbers of spammy link farms, article syndication sites and related poor quality link sites Algorithmic updateKeyword stuffing - don’tLink schemes - don’tCloaking, “sneaky” redirects
or ‘doorway” pages - don’tPurposeful duplicate content - also Panda issue
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Wordpress Plugins & Tips
Stuff I use & you might want to as well
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Yoast.com
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Yoast’s SEO Plugin
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate@MostlyAboutChoc@JudithLewis
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate@MostlyAboutChoc@JudithLewis
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate@MostlyAboutChoc@JudithLewis
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate@MostlyAboutChoc@JudithLewis
© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
Copy Protection
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http://www.searchenginepeople.com/blog/the-ultimate-hacker-prevention-guide.html
The Ultimate Hacker Prevention Guide
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Twitter: @JudithLewis@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewisGoogle+: https://plus.google.com/117564004595435401158/Web: http://www.decabbit.comBlog: http://MostlyAboutChocolate.comSEO Blog: http://www.SEO-Chicks.comHuffPost: http://www.huffingtonpost.co.uk/judith-lewis
...and the list goes on
You Can Stalk Me Online
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THANK YOU FOR YOUR T IME
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How PageRank Works... Sort of (the math is wrong in this example but is used for simplicity)
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© Copyright 2014 Judith Lewis & DeCabbit Consultancy. All rights reserved. Do not duplicate
How Links Work
Every link has a valueThe bigger the circle, the more value/authority the page hasThe arrows are linksThe more links leading out from a page, the less value they pass onBlogroll links are not good
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