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SEO TIPS AND TRICKS TO MAKE GOOGLE LOVE YOUR WEBSITE
SEO TIPS AND TRICKS TO MAKE GOOGLE LOVE YOUR WEBSITE

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WHAT THE SEO SALESMEN WONT TELL YOU 1 INTRODUCTIONS A BIT ABOUT MIKE 2 2 GOALS FOR TODAY GOAL 1 TO ENABLE YOU TO WORK KNOWLEDGEABLY ON YOUR OWN SEO EITHER BY YOURSELF OR WITH YOUR TRUSTED WEB DESIGNER ID: 583717 Download Presentation

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Slide1

SEO TIPS AND TRICKS TO MAKE GOOGLE LOVE YOUR WEBSITE WHAT THE SEO SALESMEN WON’T TELL YOU

1Slide2

INTRODUCTIONS

A BIT ABOUT MIKE

2Slide3

2 GOALS FOR TODAY

GOAL 1

- TO ENABLE YOU TO WORK KNOWLEDGEABLY ON YOUR OWN SEO - EITHER BY YOURSELF, OR WITH YOUR TRUSTED WEB DESIGNER

GOAL 2

– TO LEARN ENOUGH ABOUT SEO IN THE NEXT COUPLE OF HOURS TO AVOID GETTING CONNED BY ANY COLD CALLS FROM SEO GUYS

LET’S LOOK AT TODAY’S AGENDA …

3Slide4

AGENDA FOR TODAY - 1

BASIC DEFINITION OF S.E.O.

LOOK AT THE ANATOMY OF A COUPLE OF

GOOGLE RESULTS PAGES

FOR

A

GENERAL SEARCH AND A LOCAL SEARCH –

DISCUSS GOOGLE “

ADWORDS

POSITIONED AT THE TOP.

WHO SHOULD CONSIDER PAYING FOR ADWORDS AND WHYDISCUSS GOOGLE MAPS ALSO AT THE TOP OF LOCAL SEARCHES AND HOW TO GET LISTED ON THOSE MAPS.SHOW YOU THE ORGANIC TRAFFIC BELOW THE ADS AND MAPSEXPLAIN THAT THIS TRAFFIC IS WHAT YOU CAN INFLUENCE VIA THE SEO TIPS AND TRICKS YOU WILL LEARN TODAY.

4Slide5

AGENDA FOR TODAY - 2

TALK ABOUT GOOGLE AD

GRANTS AND SHAMELESSLY PLUG A FUTURE SEMINAR ABOUT IT ON 31ST

AUG 2017

HAVE AN IN-DEPTH DISCUSSION ABOUT

KEYWORD RESEARCH

INCLUDING THE LATEST THOUGHTS ON

VOICE SEARCH

SHOW HOW TO USE THE

GOOGLE ADWORDS KEYWORD TOOL

AND FINALLY I WILL EXPLAIN THE

SEO PROCESS

ITSELF

WHAT IS ESSENTIAL, VERY IMPORTANT, IMPORTANT ETCYOU DON’T NEED TO WRITE DOWN THE URLS AS I WILL BE ASKING YOU FOR YOUR CONTACT DETAILS IN THE HALF-TIME BREAK AND WILL SEND YOU THE POWERPOINT PRESENTATION AND COPIOUS NOTES.5Slide6

WHAT IS SEO OR SEARCH ENGINE OPTIMISATION ?

DEFINITION

THE PROCESS OF IMPROVING THE VISIBILITY

(OR RANKING) OF A WEBSITE IN A SEARCH ENGINE’S UNPAID OR

ORGANIC SEARCH RESULTS

.

6Slide7

BUT WHAT ARE ORGANIC SEARCH RESULTS ?

TO SHOW YOU WHAT THEY ARE - WE WILL FIRSTLY LOOK AT THE SEARCH RESULTS FOR ONE OF MY SITES

AND DISCUSS THATTHEN WE WILL LOOK AT A

GENERAL

SEARCH RESULTS PAGE FOR “HOLIDAYS IN TENERIFE”

FINALLY WE WILL TAKE A QUICK LOOK AT a

LOCAL

GOOGLE SEARCH for “jewellers in barking.”

AND AFTER THAT HOPEFULLY THE DISTINCTION BETWEEN

ORGANIC

AND

PAID RESULTS WILL BE CLEAR.BUT FIRST A WORD ABOUT GOOGLE’S HUGE SEARCH ENGINE MARKET SHARE …7Slide8

UK SEARCH ENGINES - MARKET SHARE

GOOGLE HAS THE LION’S SHARE OF THE UK SEARCH ENGINE MARKET – I AM GOING TO ASK YOU TO TAKE THAT AS READ, SIMPLY TO SAVE TIME.

ANY SEO STEPS TAKEN TO IMPROVE YOUR STATUS WITH GOOGLE WILL ALSO HELP YOUR POSITIONS ON

YAHOO

AND

BING.

IN THE UK, APPROX 95%

OF ALL GOOGLE’S ORGANIC TRAFFIC

COMES

FROM CLICKS ON PAGE

1 – PUTTING IT ANOTHER WAY – LESS THAN 5% BOTHER TO LOOK AT PAGE 2 …

8Slide9

9Slide10

AND IT GETS WORSE … LOOK AT THE GRAPH

of that 95%, THE TOP 3 POSITIONS GET 60% OF ALL GOOGLE ORGANIC TRAFFIC - 6-10 GET LESS THAN 5% BUT DON’T DESPAIR -

AS YOU WILL SEE NEXT ….. THAT 5% IS STILL A LOT OF

ORGANIC

TRAFFIC !!!

AS PROMISED, LET’S LOOK NOW AT THE TRAFFIC FOR ONE OF

MY SITES …

IT’S A “B and b”

10Slide11

THE fir trees B & b IN BOVINGDON IN HERTS

designed AND optimised by mike11Slide12

THE fir trees B & b IN BOVINGDON IN HERTS

designed AND optimised by mike

12Slide13

THE fir trees B & b IN BOVINGDON IN HERTS

designed AND optimised by mike

13Slide14

ORGANIC SEARCHES - GENERAL

LET’S NOW LOOK AT A MORE GENERAL SEARCH AND SEE WHAT SORT OF RESULTS WE GET …

HOLIDAYS IN TENERIFE

POINTS TO NOTE:

4 PAID ADS

INFO PANEL

10 ORGANIC SEARCH RESULTS

3 PAID ADS

RELATED SEARCHES

NO WONDER MOST PEOPLE DON’T LOOK AT PAGE 2

14Slide15

ORGANIC SEARCHES - LOCAL

NOW A MORE LOCAL SEARCH …JEWELLERS IN BARKING

POINTS TO NOTE:PAID FOR

ADS AT THE TOP NOW REPLACED BY

FREE

GOOGLE MAPS

3 OR 4

FREE LISTINGSLINK TO MORE

FREE

PLACES

ON MORE PLACES PAGE, AS YOU ZOOM OUT, MORE

FREE

LISTINGS ARE SHOWN

10 FREE ORGANIC SEARCH RESULTSDEPENDING ON TIME OF DAY – MORE PAID FOR ADS AT THE BOTTOMMORE RELATED SEARCHES15Slide16

So BEFORE YOU even THINK ABOUT SEO

REGISTER FOR FREE GOOGLE MAPS

TO GET ONTO GOOGLE MAPS YOU NEED A GOOGLE EMAIL ADDRESS AND SIGN UP VIA GOOGLE MY BUSINESS – HERE’S THEIR HOME PAGE …

16Slide17

FOR A FREE MAP ENTRY USE “

GOOGLE MY BUSINESS

” COMPLETE EVERY SINGLE SECTION INC YOUR ADDRESS OR PO BOX NUMBER.

THEN START ENCOURAGING

GOOD REVIEWS

17Slide18

Google’s Advice re p.o. boxes

18Slide19

IF YOU ARE A CHARITY – FORGET SEO FOR NOW AND USE GOOGLE Ad GRANTS INSTEAD - 1

IF YOU WANT TO RAISE AWARENESS, INCREASE DONATIONS, FIND STAFF OR VOLUNTEERS AND PARTICULARLY IF YOUR CHARITY IS STRUGGLING TO STAY AFLOAT, GOOGLE AD GRANTS CAN HELP ENORMOUSLY

TAKE UP GOOGLE’S

FREE STARTER OFFERS

AND INVESTIGATE ALL THE OTHER FANTASTIC DEALS AVAILABLE FOR

CHARITIES.

ON

31

ST

AUG 2017

– I WILL BE PRESENTING AN ALMOST FREE TALK ABOUT IT HERE AT C.B.L.

I WILL COVER - HOW TO REGISTER AS A CHARITY

HOW TO LINK UP WITH THE “TECHNOLOGY TRUST” AND GET SOFTWARE OR TECH PRODUCTS FOR FREE, OR AT GREATLY REDUCED RATES.

19Slide20

IF YOU ARE A CHARITY – FORGET SEO FOR NOW AND USE GOOGLE Ad GRANTS INSTEAD - 2

APPLYING FOR A $10k PER MONTH AD GRANT

WHO IS AND WHO IS NOT ELIGABLE

RUNNING THE CAMPAIGN – AD GROUPS – HOW TO BID AND BIDDING LIMITS

DO’s AND DON’T, FORs FOR WRITING THE ADS

YOUR WEBSITE’S LANDING PAGE

LOGGING IN REGULARLY AND TWEAKING THINGS

HOW TO STAY QUALIFIED

HOW TO UPGRADE FROM $10k A MONTH TO A WHOPPING $40k EACH MONTH FOR FREE.

 

20Slide21

IF YOU ARE NOT A CHARITY & YOU HAVE SOME SPARE CASH AND WANT QUICK RESULTS – TRY

GOOGLE ADWORDS INSTEAD OF SEO …HERE’S SOME MORE INFO ON THAT …

21Slide22

Adwords – pros, cons, uses

ADWORDS IS ANOTHER WORD FOR “

PAY PER CLICK”

GOOD FOR HIGH

VALUE

/ HIGH

PROFIT

ITEMS INSTANT, MEASURABLE

RESULTS

GOOD FOR

TIME CRITICAL

EVENTS LIKE A

SALE

SET A BUDGET – TARGET YOUR IDEAL CLIENT BY THEIR DEMOGRAPHICSSWITCH THEM ON & OFF ONLY OPTION IN HIGHLY COMPETITIVE BUSINESS SECTORS THEY CAN BE HIDEOUSLY EXPENSIVE

– GET SOME

TUITION

BEFORE YOU START

TAKE UP GOOGLE’S

FREE STARTER OFFERS

AND INVESTIGATE THE FANTASTIC DEALS AVAILABLE FOR

CHARITIES

WHAT PERCENTAGE ACTUALLY CLICK ON THE PAID ADVERTS ……… ?

22Slide23

How many people click google ads ?

40% of people WILL CLICK ONE OF THE 3 “PAID FOR” ADVERTS HOWEVER … 60% of searchers

will ignore them completely and Click the top organic search result

WHICH COST YOU NOTHING !

23Slide24

ADWORDS SOUNDS VERY EXPENSIVE

SHOULD I BOOK AN SEO GUY INSTEAD ? – no !!

SEO

GUYS

COLD CALL AND ASK

YOU TO CHOOSE WHAT PHRASE

YOU

WANT TO BE ON

PAGE 1

FOR

THEY STEER YOU TOWARDS AN EASY PHRASE THAT

NOBODY IS SEARCHING FOR AND WON’T SAY HOW MANY MONTHLY SEARCHES THERE ARE FOR IT OR HOW MANY COMPETITORS ALSO TARGET THAT PHRASE. THEY USUALLY LIE AND SAY THEY ARE FROM GOOGLE - YOU PAY THEM A LARGE INTIAL FEE AND A RECURRING MONTHY SUBSCRIPTION – USUALLY YOU ARE TIED IN FOR A YEAR

3 MONTHS LATER YOU ARE SOMEWHERE ON PAGE 1 BUT HAVE NO MORE VISITORS.

THEIR SOLUTION –

SPEND MORE MONEY

TO GET RANKED HIGHER

MY SUGGESTION – LEARN SOME SEO - DO THE KEYWORD RESEARCH YOURSELF

24Slide25

Keyword RESEARCH – WHAT’S THAT ?

FIRST THINGS FIRST - IT IS VITAL

THAT YOU REALISE THAT SEO WORKS ON A PER PAGE BASIS - NOT

PER SITE

Y

OU CAN (AND SHOULD) OPTIMISE FOR AN

ENTIRELY DIFFERENT KEYWORD PHRASE

ON EACH OF YOUR TARGETED WEB PAGES.

YOU ARE LOOKING FOR A

PHRASE

NOT A

WORD

MOST PEOPLE START SEARCHING USING 3 OR

4 WORDSUSUALLY THIS INCLUDES A PRODUCT OR SERVICE AND GENERAL LOCATION LIKE “LONDON” OR “HACKNEY”AND ADD A QUALIFYING WORD LIKE “BEST” OR “CHEAPEST”.

25Slide26

Keyword RESEARCH CONTINUED

TODAY, GOOGLE IS FAR BETTER AT UNDERSTANDING AND INTERPRETING PEOPLE’S NEEDS.

SEARCH IS BECOMING INCREASINGLY “CONVERSATIONAL”. GOOGLE CALLS IT “

CONTEXTUAL” OR SEMANTIC.

ON

MOBILE DEVICES

YOU DON’T EVEN HAVE TO TYPE

.

JUST

SAY TO

CORTANA, GOOGLE OR SIRI “

FIND

ME A BED AND BREAKFAST IN BOVINGDON

!!!”26Slide27

Keyword RESEARCH CONTINUED

VOICE SEARCH STARTED ON OUR SMARTPHONES WITH SIRI, CORTANA AND OK GOOGLE BUT IS FAST COMING TO OUR HOMES. 30% OF AMERICAN HOMES NOW HAVE IT.

AMAZON’S ECHO WAS FIRST =

GOOGLE HOME

WAS RECENTLY LAUNCHED

BUT HERE IS THE PROBLEM … WITH

SEARCH RESULTS WEBSITES

STRIVE TO BE ON PAGE ONE OF

GOOGLE.

WITH VOICE SEARCH,

OFTEN ONLY ONE ANSWER COMES BACK.

ANOTHER TENDENCY IS THAT YOUR SEARCH RESULTS, NEWS, MUSIC, MAP DIRECTIONS, LOCAL RECOMMENDATIONS ETC ALL COME FROM THE HIGHEST BIDDING SPECIALIST INFORMATION PROVIDER FOR YOUR DEVICE.

27Slide28

28Slide29

Keyword RESEARCH CONTINUED

29

SO, WHEN SEARCHING FOR A PRODUCT, AS CONSUMERS - HOW CAN YOU BE SURE THAT THE FIRST RESULT OFFERED IS REALLY THE BEST PRICE?

IS

THE DIGITAL ASSISTANT

REALLY SERVING YOU,

OR THE

PLATFORM?

WILL THE DIGITAL ASSOSTANT

GET TO KNOW YOUR PURCHASING HABITS SO WELL THAT THEY DON'T

EVEN OFFER

YOU THE CHEAPEST DEAL BECAUSE IN THE PAST YOU HAVE TENDED NOT TO GO FOR THE

CHEAPEST?

ON THE OTHER SIDE OF THE COIN … AS ADVERTISORS, HOW CAN WE BEST POSITION OURSELVES SO THAT OUR RESULTS COME TOP OR WILL COMPANIES USING THE PLATFORM BE ABLE TO BUY THEIR WAY TO THE TOP RESULT, AS WITH ADWORDS.Slide30

Keyword RESEARCH CONTINUED

30WE COULD START BY INVESTIGATING

WHICH QUESTIONS OR COMMANDS ARE MOST OFTER USED IN OUR BUSINESS SECTOR.FOR

INSPIRATION CHECK OUT THE WEBSITES QUORA AND ANSWERTHEPUBLIC

ONE FACT IS INDISPUTABLE …

BY

USING A DIGITAL ASSISTANT YOU ARE CUTTING OUT MORE OF YOUR ABILITY TO MAKE AN INFORMED CHOICE

.

.Slide31

SEMANTIC SEARCH

ANSWER THE PUBLICQUORA

31Slide32

The answer the public home page

32Slide33

Answer the public sample results page

33Slide34

YOU NEED A TRIED AND TESTED

KEYWORD RESEARCH METHOD THAT WORKS

- HERE IT IS …LOOOK AT THE

PAGE

YOU WANT TO OPTIMISE – TAKE 15 MINS TO WRITE DOWN ALL THE

KEY PHRASES

THAT YOU THINK PEOPLE MIGHT USE TO FIND IT – REPEAT THIS EXERCISE YOURSELF 7 DAYS LATER – DON’T LOOK AT YOUR INITIAL LIST.

THEN ASK A

FRIEND

, A

CO-WORKER

AND A

CUSTOMER

TO ALSO SPEND 15 MINUTES ON THIS EXERCISE - DON’T GUIDE THEM OR SHARE THE LISTSYOU WILL BE AMAZED HOW DIFFERENT EVERYONE’S LIST IS - THEY ARE ALL ARE EQUALLY VALID. 34

Keyword RESEARCH STRATEGY – stage 1Slide35

COLLECT EVERYONE’S LISTS OPEN A

SPREADSHEET AND COPY ALL THE SUGGESTIONS INTO COLUMN ONEDELETE ANY

DUPLICATES AND EXPAND THE LIST FURTHER AS MORE AND MORE SUGGESTIONS OCCUR TO YOU.YOU WILL NOW HAVE QUITE A LONG LIST THAT YOU HAVE COMPILED

MANUALLY

BUT HAVE NO IDEA HOW

GOOD

IT IS

YOU ARE SEARCHING FOR A NICHE KEYPHRASE

AND BELIEVE ME, THESE ARE NOT EASY TO FIND BUT CAN BE A

GOLDMINE

WHEN YOU DO

THERE ARE SOME

SIMPLE FREE TOOLS

WITH LIMITED FUNCTIONALITY TO HELP YOU REFINE AND EXPAND YOUR LIST EVEN MORE – THESE ARE SELF-EXPLANATORY AND WILL BE LISTED IN THE NOTES TO THIS SEMINAR.35

Keyword RESEARCH STRATEGY – stage

2Slide36

Keyword RESEARCH STRATEGY – stage 3

36

THE PROBLEM WITH THE FREE TOOLS IS THAT THE GENERALLY DON’T GIVE YOU MONTHLY SEARCH NUMBERS OR ANY IDEA OF THE NUMBERS COMPETING FOR YOUR PHRASE.

THE GOOGLE ADWORDS KEYWORD PLANNER DOES

YOU HAVE TO SIGN UP FOR A GOOGLE ACCOUNT AND GIVE GOOGLE YOUR CREDIT CARD NUMBER TO USE THE KEYWORD PLANNER TOOL

YOU DON’T PAY ANYTHING THOUGH UNLESS YOU RUN AN ADWORDS CAMPAIGN.Slide37

ADWORDS KEYWORD PLANNER - 1

37Slide38

ADWORDS KEYWORD PLANNER - 2

38Slide39

ADWORDS KEYWORD PLANNER - 3

39Slide40

ADWORDS KEYWORD PLANNER - 4

40Slide41

ADWORDS KEYWORD PLANNER - 5

41Slide42

ADWORDS KEYWORD PLANNER – 6

42Slide43

ADWORDS KEYWORD PLANNER - 7

43Slide44

ADWORDS KEYWORD PLANNER - 8

44Slide45

ADWORDS KEYWORD PLANNER - 9

0 – 10 SEARCHES

SEARCH

LEVEL 1 VERY LOW

ICE BLUE

10 – 100 SEARCHES

SEARCH

LEVEL 2 LOW

RED

100 – 1K SEARCHES

SEARCH LEVEL 3 MEDIUM

SAND

1K -10K

SEARCHESSEARCH LEVEL 4 HIGHLIGHT GREEN10K – 100K SEARCHESSEARCH LEVEL 5 VERY HIGHMID GREEN

100K –

1M SEARCHES

SEARCH LEVEL 6 EXTREMELY HIGH

DARK

GREEN

45Slide46

COMPETITION = BLANK

LEVEL

= 0 – UNKNOWN

ICE

BLUE

COMPETITION = 0.00 – 0.33

LEVEL = 1 – LOW

LIGHT GREEN

COMPETITION

= 0.34 – 0.66

LEVEL = 2 – MEDIUM

SAND

COMPETITION = 0.67 –

1.00LEVEL = 3 - HIGHRED46ADWORDS KEYWORD PLANNER – 10Slide47

ADWORDS KEYWORD PLANNER – 11

47Slide48

ADWORDS KEYWORD PLANNER – 12

TIP – IF

THE GOOGLE ADWORDS TOOL SUGGESTS A PHRASE RELATED TO YOUR BUSINESS WITH A LOT OF SEARCHES BUT YOU HAVE NOT HEARD OF IT – DON’T USE IT. IT PROBABLY MEANS SOMETHING ELSE IN ANOTHER INDUSTRY

.

RUTHLESSLY GO THROUGH YOUR HUGE LIST,

L

INE BY LINE AND DELETE 90% - 95% OF YOUR KEYWORDS.

YOU WILL PROBABLY NOW HAVE AROUND 20 – 30 LEFT

THAT IS PERFECT FOR MOST SMALL BUSINESSES.

48Slide49

ADWORDS KEYWORD PLANNER – 13IN TODAY’S EXAMPLE THE BEST RESULTS WERE …

VIRTUAL RECEPTIONIST - 100 – 1K SEARCHES –MEDIUM COMPETITIONVIRTUAL RECEPTIONIST SERVICES – 100 – 1K SEARCHES – MEDIUM COMP

WHAT IS A VIRTUAL OFFICE 100 – 1K SEARCHES – MEDIUM COMPETITION

49Slide50

Keyword RESEARCH STRATEGY – stage 4

START A NEW EXCEL SPREADSHEET – LABEL COLUMN 1 “GENERAL” AND THEN ENTER

THE NAMES OF YOUR WEBSITE’S MAIN PAGE AS OTHER COLUMN HEADINGS.

PUT YOUR FINAL LIST OF 20 OR S0 KEY PHRASES INTO COLUMN ONE, THEN, ONE AT A TIME, DRAG EACH OF YOUR KEYPHRASES INTO THE APPROPRIATE PAGE COLUMN.

PUT YOUR BEST ONE FOR EACH PAGE AT THE VERY TOP OF THE

COLUMN

. LISTED

BELOW THAT WILL

THE SECONDARY

PHRASE

FOR THAT PAGE.

MAKE SURE THAT THERE ARE NO

DUPLICATED WORDS

IN YOUR TOP 2 KEY PHRASES 50Slide51

Keyword RESEARCH STRATEGY – stage 5

HERE

IS AN EXAMPLE OF THIS PROCESS IT IS TAKEN FROM A MAGICIAN’S WEBSITE

HE

IS STRUGGLING TO GET THE PHRASES DOWN TO A MANAGEABLE NUMBER AND HAS DECIDED TO ADD SEVERAL MORE PAGES TO HIS

WEBSITE

DON’T FORGET ! YOU CAN AND SHOULD PICK DIFFERENT KEYWORDS FOR EACH PAGE

YOU CAN OPTIMISE AS MANY PAGES AS YOU LIKE

51Slide52

Keyword RESEARCH STRATEGY – sUMMARY

HAVING ESTABLISHED THE MAIN AND SECONDARY KEYWORDS FOR EACH PAGE OF YOUR SITE,

YOU CAN NOW START THE S.E.O. PROCESS IN EARNEST. . . . . HURRAY !!!

BEGIN WITH THE PAGES CONTAINING THE PRODUCTS, OR SERVICES, WHICH MAKE YOU THE MOST MONEY.

YOU WILL HAVE MORE IMMEDIATE SUCCESS THAN IF YOU PICK YOUR HOME PAGE.

BUT HOW LONG WILL THE SEO PROCESS TAKE …

52Slide53

how long does it take TO WORK ? - 1

THERE ARE MANY SEO FACTORS TO CONSIDER

–YOU NEED TIME TO LEARN AND ASSIMILATE THE NECESSARY INFORMATIONI CAN ABSOLUTELY GUARANTEE YOU THAT 95% OF YOUR COMPETIORS ARE ABSOLUTELY CLUELESS ABOUT SEO. JUST BY ATTENDING THIS WORKSHOP, YOU HAVE A HUGE ADVANTAGE OVER THEM AT THIS POINT. DON’T WASTE THE OPPORTUNITY.

THE

NUMBER ONE S.E.O. FACTOR IS SIMPLY TO MAKE A START

ON IT.

SUCCESSFUL S.E.O. GUYS ARE THOSE WHO TAKE THE TROUBLE TO DO WHAT THE UNSUCCESSFUL ONES

COULDN’T BE BOTHERED DOING.

53Slide54

how long does it take TO WORK ? - 2

TIME TAKEN VARIES ENORMOUSLY …. IF YOU ARE IN A REALLY COMPETITIVE MARKET SUCH AS TRAVEL , PAYDAY LOANS, INSURANCE, CONSTRUCTION, DATING, PLUMBING, IT IS GOING TO TAKE QUITE A WHILE .

FOR THE AVERAGE SMALL LOCAL BUSINESS AND SOLE TRADER . .

IF YOU DO EVERYTHING WE COVER TODAY, YOU WILL START TO SEE RESULTS WITHIN 4-6 WEEKS . THE COST WILL BE MINIMAL.

IT WILL BE EVEN QUICKER, IF YOU ARE VERY ACTIVE ON

SOCIAL MEDIA

AND YOU ALREADY HAVE A SITE UP AND RUNNING WITH SOME PEOPLE LINKING TO IT.

BEFORE YOU EVEN START., CHECK WHERE YOU RANK NOW FOR YOUR MAIN KEY PHRASE

S

.

KEEP A NOTE OF YOUR IMPROVED RANKING EACH WEEK.

54Slide55

WHAT IS THE GOOGLE SANDBOX ?

GOOGLE SANDBOX

GOOGLE WANTS TO DELIVER THE BEST POSSIBLE SEARCH RESULTS AND GUARD AGAINST DODGY NEW SITES

SO, DESIGN AND PUBLISH YOUR SITE YOU FOLLOW ALL MY HINTS AND TIPS AND YOUR BRAND NEW WEBSITE JUMPS FROM NOWHERE TO SOMEWHERE ON PAGES

2 or 3

NEXT WEEK HAS DROPPED TO PAGE 26

DON’T PANIC - THIS IS WHAT MOST OFTEN HAPPENS.

KEEP CALM

:

CARRY ON OPTIMISING AND YOUR NEW SITE WILL GRADUALLY RISE AGAIN.

55Slide56

CRUCIAL GOOGLE FACTORS

THERE ARE ONLY 5 “ESSENTIAL” FACTORS

THERE ARE 2 “VERY IMPORTANT” FACTORS

THERE ARE

11 “IMPORTANT

FACTORS

THERE ARE ALSO 6 “MODERATELY

IMPORTANT

” ONES

PLUS 2 “SLIGHTLY IMPORTANT” ONES

“PARETO’S

PRICIPLE

“ OR THE 80/20 RULE APPLIES - SO, FOR TIME REASONS TODAY I WILL ONLY COVER THE TOP INFLUENCING FACTORS – SHOWN IN RED. I WILL SEND YOU THE POWERPOINT PRESENTATION AND YOU CAN VIEW THE MINOR FACTORS AND NOTES AT YOUR LEISURE56Slide57

Essential factor no 1 – YOUR page title

57Slide58

ESSENTIAL FACTOR NO 2 – BACKLINKS

THE NUMBER & QUALITY OF BACKLINKS POINTING TO YOUR SITE

THIS IS A REALLY DIFFICULT SEO REQUIREMENT AND TOUGH TO “FIDDLE”, SO GOOGLE USES IT AS A STRONG SIGNAL THAT YOU HAVE A GREAT SITE

LINKS SHOULD BE MAINLY BUT NOT EXCLUSIVELY FROM SIMILAR SITES IN YOUR INDUSTRY, THE MORE AUTHORITATIVE THEY ARE THE BETTER.

NEVER

BUY LINKS

OR ENTER ANY

LINK EXCHANGE SCHEMES

CONSIDER … LOCAL “ENTERPRISE CENTRES”, “CHAMBERS OF COMMERCE”, “INDUSTRY DIRECTORIES “, LOCAL AND NATIONAL BUSINESS DIRECTORIES, REVIEW SITES ETC

GO FOR QUALITY NOT QUANTITY.

58Slide59

ESSENTIAL FACTOR NO 2 – BACKLINK IDEAS

YOU.USE WWW.OPENLINKPROFILER.ORG

TO DISCOVER THE QUANTITY AND QUALITY OF ALL THE EXISTING LINKS TO YOUR SITE.

ENTER

YOUR COMPETITOR’S

SITES IN OPEN LINK PROFILER AND

SEE WHO LINKS TO THEM

ASK IF THOSE COMPANIES OR DIRECTORIES WILL LINK TO YOU.TRY FRIENDS’ SITES, EMPLOYEES, YOUR CUSTOMERS, YOUR SUPPLIERS, CLUBS TO WHICH YOU BELONG AND ANYONE YOU DO BUSINESS WITH.

MAKE COMMENTS IN BLOGS AND FORUMS, ADDING YOUR PAGE URL BUT DO NOT OVERDO THAT STRATEGY OR YOU WILL GET BANNED.

LINK TO YOUR SITE FROM ALL YOUR SOCIAL MEDIA SITES. YOU CAN HAVE 3 LINKS FROM LINKEDIN ON YOUR PROFILE PAGE.

59Slide60

Find existing links for free on ww.openlinkrofiler.org

60Slide61

61Slide62

62Slide63

63Slide64

ESSENTIAL FACTOR NO 3 – ANCHOR TEXT

ON SITES THAT LINK TO YOURS, THE PHRASE, WHICH ,WHEN CLICKED LEADS TO YOUR SITE, IS CALLED THE ANCHOR TEXT. THEY USED ALWAYS BE IN

BLUE AND UNDERLINED BUT THAT STYLE IS LESS USED NOWADAYS.

THIS ANCHOR TEXT SHOULD

MOSTLY BUT NOT ABSOLUTELY ALWAYS

CONTAIN YOUR KEY PHRASES.

LINKING PATTERNS SHOULD LOOK “NATURAL” TO GOOGLE. SO

DON’T OVERDO PERFECT LINKS WITH SPOT ON ANCHOR TEXT

THAT MEANS YOU SOMETIMES LINK WITH THE WORDS “

CLICK HERE

” SOMETIMES WITH “

MORE INFO

OR YOUR COMPANY NAME OR JUST YOUR WEB ADDRESS.64Slide65

ESSENTIAL SEO FACTOR NO 4 - KEYWORDS

USE YOUR KEYWORDS IN YOUR PAGE NARRATIVEWE SPENT A LONG TIME DECIDING ON OUR KEYWORDS – THIS IS ANOTHER PLACE YOU NEED TO PUT THEM.

TO BE FOUND FOR A CERTAIN KEY PHRASE, MAKE SURE THAT YOU ACTUALLY USE THAT PHRASE IN YOUR PAGE NARRATIVE. MORE IMPORTANTLY - ANY KEY WORDS OR PHRASES THAT YOU DO USE IN YOUR

“PAGE TITLE”

OR “

META DESCRIPTION

” MUST ALSO BE INCLUDED IN THAT PAGE’S NARRATIVE.

PLEASE NOTE –YOU NO LONGER HAVE TO LIST YOUR

META KEYWORDS

IN THE CODE IN YOUR WEBSITE. BUT YOU COULD CHECK YOUR COMPETITORS SITES TO SEE IF THEY DO AND STEAL THEIR IDEAS.

65Slide66

ESSENTIAL SEO FACTOR NO 5 – NO OF WORDS

THE NO OF WORDS ON THE PAGES YOU ARE TRYING TO OPTIMISE.

GOOGLE PUTS GREAT STORE BY THE WORDS IT FINDS ON YOUR WEB PAGES – IT IS FAR LESS CONCERNED WITH IMAGES, VIDEOS, COLOURS, FONTS ETCIT WILL COUNT THE NUMBER OF WORDS ON YOUR WEB PAGE AND COMPARE THAT TOTAL WITH THE NUMBER OF WORDS ON YOUR COMPETITORS SITES.

IF THERE ARE THOUSANDS OF WORDS ON EACH PAGE OF THEIR SITE, YOU WON’T GET ANYWHERE IF THERE ARE ONLY A COUPLE OF DOZEN ON YOURS.

MY GUIDELINES WOULD BE

ABSOLUTE MINIMUM NO

OF

WORDS

PER PAGE - 300 WORDS

KEYWORD DENSITY – MAX WOULD BE 5%

-

THAT MEANS ONLY 15 OF YOUR 300 CAN BE YOUR MAIN CHOSEN KEYWORDS

66Slide67

VERY IMPORTANT SEO FACTOR NO 1 - AGE

WE HAVE ALREADY DISCUSSED HOW GOOGLE “PROTECTS” ITS INDEX BY PUTTING NEW SITES IN A “SANDBOX

”.EVEN WHEN A SITE ENTERS THE GOOGLE CHART IT IS RARE TO FIND A BRAND NEW ONE AT THE TOP. OF THE CHARTS. UNFORTUNATELY, FOR MOST PEOPLE, THE AGE OF THE SITE IS ONE FACTOR THAT THEY CANNOT CONTROL - IT IS, WHAT IT IS !

67Slide68

VERY IMPORTANT SEO FACTOR NO 2

USE OF KEYWORDS IN LARGE HEADLINE TEXT

IN THE SAME WAY THAT NEWSPAPERS PUT IMPORTANT INFO IN THE HEADLINES, GOOGLE WILL VIEW YOUR LARGE HEADERS AS EVIDENCE OF WHAT YOUR SITE IS ACTUALLY ABOUT.IF YOU WANT TO BE FOUND FOR CERTAIN KEYWORDS – PUT THEM IN YOUR LARGEST HEADINGS. DON’T PUT

“WELCOME TO OUR WEBSITE”

LIKE THESE 917 MILLION SITES DID.

68Slide69

VERY IMPORTANT SEO FACTOR NO 2

69Slide70

IMPORTANT SEO FACTOR NO 1– DOMAIN NAME

KEYWORDS IN YOUR DOMAIN NAMEIT MAKES SENSE (BOTH TO GOOGLE AND TO YOUR CUSTOMERS) THAT YOUR DOMAIN NAME SHOULD INCLUDE THE PHRASE FOR WHICH YOU WANT TO BE FOUND.

SO IF YOU ARE “SMITH AND SON LTD” AND YOU ARE A

LOCKSMITH IN ISLINGTON

, IT IS FAR ,FAR BETTER TO PICK THE DOMAIN

WWW.ISLINGTONLOCKSMITHS.CO.UK

THAN WWW.SMITHANDSON.CO.UK.

ONLY A COUPLE OF YEARS AGO, INCLUDING YOUR KEYWORDS IN THE DOMAIN NAME WAS ENOUGH TO GET YOU TO No 1. THAT IS NO LONGER TRUE BUT IT IS STILL WORTH DOING FOR REASONS WHICH ARE PROBABLY NOW MORE OBVIOUS

TO YOU THAN BEFORE.

70Slide71

IMPORTANT SEO FACTOR NO 2 – PAGE NAME

USING KEYWORDS IN YOUR PAGE NAMEWE HAVE JUST SEEN WHY YOU COULD “SAY WHAT YOU DO

” AND “SAY WHERE YOU DO IT” IN YOUR DOMAIN NAME.

YOU CAN EXTEND THIS IDEA FURTHER AND USE YOUR BEST KEYWORDS IN YOUR

PAGE NAMES

WWW.ISLINGTONLOCKSMITHS.CO.UK/

EMERGENCY-LOCKSMITH-LONDON

WWW.ISLINGTONLOCKSMITHS.CO.UK/

CAR-LOCKOUT-LONDON

WWW.ISLINGTONLOCKSMITHS.CO.UK

/SAFE-LOCKSMITH-LONDON

71Slide72

72

IMPORTANT SEO FACTOR NO 3 – SOCIAL MEDIA

MENTIONS IN SOCIAL MEDIA.

THIS SEO FACTOR IS QUICKLY GROWING IN IMPORTANCE - THE MORE MENTIONS / LIKES ETC THAT YOU GET THE BETTER.

USE

SOCIAL MEDIA LOGO BUTTONS

IN LOTS OF PLACES ON YOUR SITE TO MAKE IT REALLY EASY TO SHARE CONTENT

FACEBOOK AND TWITTER ARE THE OBVIOUS ONES TO GO FOR BUT DON’T FORGET GOOGLE PLUS INSTAGRAM AND SNAPCHAT AND PINTEREST.Slide73

73

IMPORTANT SEO FACTOR NO 3 – SOCIAL MEDIA

MAKE SURE YOU LINK YOUR SITE TO YOUR SOCIAL

MEDIA

PLATFORMS AND

VICE-VERSA - HAVE

A CONTINUITY OF

DESIGN.MAKE YOUR CONTENT FRESH AND INTERESTING AND EASY FOR PEOPLE TO SHARE.

GRADUALLY

IMPROVE ALL ASPECTS OF YOUR SITE TO DELIVER A

”PHENOMINAL

USER

EXPERIENCE” TO YOUR VISITORS. WRITE CONTENT FOR THEM, NOT FOR GOOGLE !USE THE SKYSCRAPER TECHNIQUE LIKE WIKIPEDIA – USE BUZZ SUMO TO FIND WHAT IS CURRENTLY POPULAR IN YOUR FIELD AND BLOG ABOUT IT.MAKE YOUR SITE A “HUB OF USEFUL INFO

” WITH THE BEST ALL ROUND INFO ON YOUR TOPIC - NOT ALL ABOUT WHO YOU ARE AND WHAT YOU ARE SELLING.Slide74

IMPORTANT SEO FACTOR NO 4 – SPEED

MOBILE BROWSING IS QUICKLY OVERTAKING SURFING ON THE PC.

HOW FAST YOUR HOSTING SERVER RUNS IS BECOMING FAR MORE IMPORTANT .

THIS IS NOT BEYOND YOUR CONTROL .

DO

NOT

TO USE THE FREE HOSTING THAT CAME WITH THE BASIC WEBSITE DESIGN PROGRAM YOU GOT FOR £1.49

.

PAY A

FEW POUNDS PER YEAR

TO HOST YOUR SITE

WITH A REPUTABLE FIRM.

74Slide75

IMPORTANT SEO FACTOR NO 4 – SPEED

THE SECOND THING YOU CAN DO IS THIS

YOU, OR YOUR WEBMASTER, CAN DOWNLOAD A GREAT FREE PROGRAM CALLED SCREAMING FROG .

HERE YOU CAN CHECK FOR A RANGE OF FACTORS THAT SERIOUSLY SLOW DOWN LOADING SPEEDS …

“BROKEN LINKS” AND FLASH INTROS

“EXCESSIVELY LARGE IMAGE FILES”

“HUGE INTERNAL JAVASCRIPT AND CSS FILES”

SCREAMING FROG WILL TELL YOU IN SECONDS HOW LONG EACH

PAGE ON YOUR SITE TAKES TO LOAD..

75Slide76

IMPORTANT SEO FACTOR NO 4–SPEED- SCREAMING FROG

76Slide77

IMPORTANT SEO FACTOR NO 4 – SPEED

CREATE A FAST-LOADING

, MOBILE VERSION OF YOUR SITE , HAVE GOOD NAVIGATION AND CLEAR TEXT THAT YOU CAN READ WITHOUT RESIZING , SQUINTING AND SCROLLING.

IF YOUR MOBILE SITE IS RUBBISH AND LOADS SLOWLY, PEOPLE WILL LEAVE, EVEN IF YOU ARE NO 1 IN GOOGLE. WHAT A WASTE OF EFFORT THAT WOULD BE !!!Slide78

IMPORTANT SEO FACTOR NO 4 – SPEED

AND FINALLY ON THE SUBJECT OF SPEED - PLEASE SUBSCRIBE TO THE FREE WEB MONITORING PROGRAM AT

WWW.FREEWEBMONITORING.COM

IF YOU ARE USING A FREE WEB HOST, YOUR SITE QUITE OFTEN BE TOTALLY OFF-LINE, NOT JUST LOADING SLOWLY.

YOU WILL BE BLISSFULLY IGNORANT OF THAT FACT UNTIL A CUSTOMER RINGS AND TELLS YOU. YOU COULD BE LOSING BUSINESS FOR DAYS ON END.

THIS SITE WILL EMAIL YOU THE SECOND THEY DETECT A PROBLEM.

78Slide79

IMPORTANT FACTOR NO 5 – MOBILE FRIENDLY

ON EXACTLY TUESDAY 21

ST APRIL 2016,

MOBILE-FRIENDLINESS

STARTED TO COUNT AS A RANKING FACTOR IN GOOGLE’S SEARCH ALGORITHM.

NON-MOBILE FRIENDLY SITES ARE CONSISTANTLY RANKED LOWER IN MOBILE SEARCH RESULTS

GOOGLE IS AGAIN CHANGING THE RULES RE MOBILE FRIENDLINESS – AN ANNOUNCEMENT IS COMING ANY TIME RE WHAT IT INCLUDES.Slide80

MOBILE FRIENDLY – WHAT YOU NEED TO KNOW

(A) THE BEST WAY TO BE MOBILE-FRIENDLY IS TO HAVE A RESPONSIVE SITE

. THAT IS ONE WHOSE CONTENT IS DESIGNED TO MORPH TO FIT THE DEVICE ON WHICH IT IS BEING VIEWED.(B) YOU CAN CHECK WITH THE TOOLS ON

https://varvy.com/mobile/

(C)

https://

varvy.com

HAS A WEALTH OF OTHER GREAT TOOLS AND ADVICE RE SEOSlide81

IMPORTANT FACTOR NO 6 –

DWELL TIME

DWELL TIME”

IS THE VERY LATEST “IMPORTANT” FACTOR FOR SEO

.

SO MAKE YOUR SITE “

UNIQUELY VALUABLE” TO VISITORS OR THEY WON’T STAY VERY LONG. MAKE SURE THAT YOU ADD

STICKY CONTENT

LIKE

SHORT VIDEOS

TO IMPORTANT PAGES

REMEMBER TO WRITE YOUR NARRATIVE IN

”Wii FM” – WHICH STANDS FOR “What’s In It For Me ?”AS FAR AS POSSIBLE, REMOVE THE WORDS “I” AND “WE” FROM YOUR NARRATIVE – REPLACE WITH “YOU” AND “YOUR”.CONCENTRATE ON YOUR CUSTOMER’S PROBLEMS AND SAY HOW YOU WOULD SOLVE THEM – THEY ONLY CARE ABOUT THEMSELVES, NOT YOUR FIRM’S HISTORY, PERSONNEL AND ACHIEVEMENTS !!!

81Slide82

IMPORTANT FACTOR NO 6 –

DWELL TIME

STILL NOT SURE WHAT TO INCLUDE ?

ANSWER … LOOK AT YOUR COMPETITORS’ SITES - ESPECIALLY THEIR “FREQUENTLY ASKED QUESTIONS”.

GET INSPIRATION FROM SITES

IN OTHER ENGLISH SPEAKING COUNTRIES,

NOT THAT

GUY DOWN THE ROADHAVE YOU GOT A FAQ ON YOUR SITE?

FAQ PAGES ARE GREAT PAGES TO OPTIMISE AS THEY CONTAIN A TON OF HIGHLY RELEVANT TEXT AND KEYWORDS.

DOES YOUR SITE ADEQUATELY ADDRESS THE QUESTIONS COVERED BY YOUR COMPETITION? COULD YOU DO BETTER?

SKYSCRAPER …

.

82Slide83

IMPORTANT SEO FACTOR NO 7 – SUB HEADINGS

PUT YOUR KEYWORDS IN SUB-HEADINGS

LARGE HEADINGS <H1> RATE AS A VERY IMPORTANT S.E.O. FACTOR.

SMALLER SUB-HEADINGS <H2> TO <H6> ALSO NEED TO BE ADDRESSED BUT THEY ONLY RANK AS “IMPORTANT” AS FAR AS GOOGLE IS CONCERNED.

83Slide84

IMPORTANT SEO FACTOR NO 8 - IMAGES

“ALT TEXT” IS THE DESCRIPTION YOU ALLOCATE TO AN IMAGE THAT ENABLES SCREEN READERS TO TELL BLIND PEOPLE WHAT THE PICTURE IS ABOUT.

SOME KEY WORDS IN THIS “

ALT TEXT

” AND IT WILL MARGINALLY HELP YOU TO BE

FOUND.

DON’T OVERDO IT !!!

FOR EXAMPLE YOUR ALT EXT JSAY “CHEAP EMERGENCY LOCKSMITH OPENING SAFE IN ISLINGTON LONDON”

IN A SIMILAR VEIN, RENAME ALL PICS ON A WEBSITE TO MAKE THE NAME DESCRIPTIVE – E.G.CALL THE IMAGE “EMERGENCY-LOCKSMITH-SAFES-ISLINGTON.JPG “ AND NOT “DAVEINBARCLAYSBANK4.jpg”

REMEMBER ALSO TO CORRECTLY #TAG THE IMAGE IN ITS PROPERTIES

84Slide85

IMPORTANT SEO FACTOR NO 9– DOMAIN EXTENTION

GO FOR WHAT IS CALLED A “TOP LEVEL DOMAIN” THIS IS OFTEN SIMPLY CALLED A “T.L.D.”

IN THIS COUNTRY THAT IS DOT CO DOT UK or DOT COM. THE JURY IS STILL OUT ON HOW GOOGLE VIEWS ALL THE NEW DOMAIN EXTENSIONS, LIKE DOT LONDON,

DOT GURU, DOT SERVICES ETC.

FOR SEO PURPOSES, JUST STICK TO WHAT WE KNOW WORKS FOR SURE.

85Slide86

IMPORTANT SEO FACTOR NO 10 – BOLD TEXT

ENBOLDENING OR ITALICISING KEYWORDS WILL VERY MARGINALLY HELP YOU GET FOUND FOR THEM.DO NOT OVERDO IT

FOR EVERY 100 WORDS OF NARRATIVE, NEVER ENBOLDEN OR ITALICISE MORE THAN 5 WORDS IF THEY ARE KEYWORDS.YOUR WEBMASTER WILL NEED TO USE THE NEWER

<strong> AND <em> HTML TAGS FOR THIS NOT

<bold> AND <italic>.

86Slide87

IMPORTANT SEO FACTOR no 11 – VISITORS

GOOGLE RECORDS THE NUMBER OF VISITORS TO YOUR SITE.

THE MORE YOU GET, AND THE LONGER

THEY

DWELL

ON YOUR SITE, THE MORE YOU WILL BE PUSHED UP THE RANKINGS.

QUOTE YOUR DOMAIN NAME IN ALL YOUR SOCIAL MEDIA POSTS.BE ESPECIALLY ACTIVE ON

GOOGLE PLUS .

BUT DON’T FORGET

FACEBOOK

.

TWITTER

AND

PINTEREST.USE STATCOUNTER.COM OR GOOGLE WEBMASTER TOOLS TO TRACK YOUR VISITORS TO EACH PAGE OF YOUR SITE.MONITOR RESULTS REGULARLY TO TRACK YOUR IMPROVEMENTS.87Slide88

RE-CAP / SUMMARY

WE HAVE NOW COVERED ALL THE MAIN SEO FACTORS THAT WILL GREATLY IMPROVE YOUR GOOGLE RANKINGS.CONCENTRATE ON THESE, PARTICULARLY YOUR

PAGE TITLE AND GETTING QUALITY LINKS

TO YOUR SITE.

THE 2 FACTORS WHICH FOLLOW …

META DESCRIPTIONS

AND

SITE STRUCTURE SHOULD ALSO BE LOOKED.

THEY ARE EASY TO DO AND WILL HELP YOUR VISITORS – THEY WON’T HAVE A HUGELY BENIFICIAL EFFECT ON YOUR SEARCH ENGINE RANKING POSITIONS …

88Slide89

Moderately important SEO FACTORS

THERE ARE ACTUALLY 6 “MODERATELY IMPORTANT” SEO FACTORS, BUT APPLYING PERATO’S PRINCIPLE, ONLY 2 ARE ACTUALLY WORTH WORRYING ABOUT. THESE ARE

META DESCRIPTIONS

2. HOW MANY CLICKS DOES IT TAKE TO REACH

IMPORTANT INFO ON YOUR SITE.

89Slide90

Moderately important SEO FACTOR NO 1META DESCRIPTION

THE “

META DESCRIPTON” IS A SHORTISH SENTENCE, IDEALLY BETWEEN 150 AND 160 CHARACTERS THAT APPEARS UNDER YOUR WEBSITE NAME IN THE GOOGLE SEARCH ENGINE RESULTS – SEE NEXT SLIDE.

IT MUST HAVE

PERFECT

GRAMMAR

,

MAKE IT INFORMATIVE, INCLUDE BOTH A “

CALL TO ACTION

” AND OF COURSE YOUR MAIN

KEY PHRASE

AND YOUR

LOCATION

.THIS DESCRIPTION IS YOUR MAIN “SHOP WINDOW” – MAKE IT AS ATTRACTIVE AS POSSIBLE.90Slide91

Moderately important SEO FACTOR NO 1META DESCRIPTION

91Slide92

Moderately important SEO FACTOR NO 1META DESCRIPTION

92Slide93

Moderately important SEO FACTOR NO 2

IMPORTANT PAGES NEED TO GO AT THE TOP OF THE TREE OR PAGE HIERARCHY. FOR EFFECTIVE S.E.O., TRY TO DESIGN YOUR SITE STRUCTURE SO IT IS FLAT, NOT DEEP.

93Slide94

SLIGHTLY important SEO FACTORS IN 2017

READABILITYCORRECT CODING

USING YOUR KEYWORDS IN THE FIRST SENTENCE

94Slide95

SLIGHTLY important SEO FACTOR NO 1 - READABILITY

UNLESS A SITE IS OF A VERY TECHNICAL NATURE , OR TARGETS ANOTHER GEOGRAPHICAL REGION IT SHOULD BE WRITTEN IN CLEAR, CONCISE, UNCOMPLICATED, CORRECT ENGLISH.

GOOGLE USES THE FLESCH – KINCAID READABILITY TEST.HINT – IF YOUR SITE FAILS THIS READABILITY TEST, RE-WRITE THE NARRATIVE WITH SHORTER WORDS .

USE LESS THAN 4 SYLLABLES PER WORD, SHORTER SENTENCES AND PERFECT PUNCTUATION, ESPECIALLY CAPITALISATION

AVOID ALL SLANG, TEXT-SPEAK AND THE PASSIVE VOICE.

95Slide96

96Slide97

SLIGHTLY important SEO FACTOR NO 2 - CODING

BOTH THE HTML , THAT’S THE “HYPER TEXT MARK UP LANGUAGE” AND THE CSS I.E. THE “CASCADING STYLE SHEETS” SHOULD BE PERFECTLY CODED BY YOUR WEB DESIGNER.

IN S.E.O TERMS. FRANKLY, THIS BARELY MAKES A DIFFERENCE.MY ADVICE AS A WEB DESIGNER IS “GET IT RIGHT”. HOWEVER. MY ADVICE AS AN SEO GUY IS – IF IT LOOKS OK AND WORKS OK AND YOU LIKE IT THEN IGNORE THE CODING ERRORS.

DON’T WASTE TIME CHECKING IT AND ARGUING WITH THE WEB DESIGNER – INSTEAD, GO FIND SOME GREAT SITES WITH WEBMASTERS THAT ARE WILLING TO LINK TO YOU.

97Slide98

SLIGHTLY important SEO FACTOR NO 3 – 1st

sentence

USING YOUR “KEYWORDS IN THE FIRST SENTENCE”AGAIN THIS IS ONLY “

SLIGHTLY IMPORTANT

” – MOST OF THE TIME, WHAT IS RECOGNISED BY GOOGLE AS YOUR “

FIRST SENTENCE

” WOULD PROBABLY BE A MENU ITEM, RATHER THAN WHAT MOST PEOPLE WOULD CALL A PROPER FIRST SENTENCE.

BUT IF YOU CAN INCLUDE KEY WORDS IN THE FIRST LINE OF YOUR NARRATIVE, IT WILL USUALLY GIVE YOU A MARGINAL SEO ADVANTAGE.

UNFORTUNATELY, ONLY AN EXPENSIVE S.E.O. PROGRAM OR A PROFESSIONAL SEO GUY COULD TELL YOU WHAT GOOGLE REGARDS AS A FIRST SENTENCE. - SO DON’T WORRY ABOUT IT UNDULY.

98Slide99

SPECIAL OFFER TO ATTENDEESMEET MIKE LOCALLY FOR A ONE HOUR FOR A

FREE NO OBLIGATION 1-2-1 DISCUSSION RE THE SEO FOR YOUR OWN SITE.

99

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