Presentation on theme: "SEO TIPS AND TRICKS TO MAKE GOOGLE LOVE YOUR WEBSITE"— Presentation transcript
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.
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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..
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IMPORTANT SEO FACTOR NO 4–SPEED- SCREAMING FROG
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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.
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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 …
.
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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.
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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
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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>.
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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 …
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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
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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.
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SLIGHTLY important SEO FACTORS IN 2017
READABILITYCORRECT CODING
USING YOUR KEYWORDS IN THE FIRST SENTENCE
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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
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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.
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