Client Name PresentationClient NamePresentation
Sunday Business Post - SEO Masterclass John Ring - September 2014#sbpseo
0.05.0
10.015.020.025.030.035.040.045.0
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Source: MMXi, May 2001
UK Search Engines and Directories
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Google Constantly Evolving
#sbpseo
560+ SEO Audits
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Get the Basics in Place
• Title Tags & Meta Descriptions
• Header Tag Analysis
• Image Optimisation
• Keyword & Content Analysis
• Site Architecture
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Common SEO Errors
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Title Tags / Page Titles
Phrases within Title Tag Include:
• Welcome• Home / Homepage• Only Brand Name
No Targeted Keywords in Use!
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Title Tags / Page Titles
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Home Page Duplicates
http://www.website.com/http://www.website.com/index.phphttp://www.website.com/home/http://www.website.com/index.aspx
http://website.com/http://website.com/index.phphttp://website.com/home/http://website.com/index.aspx
#sbpseo
Duplicate Content
Examples
• Product Descriptions (eCommerce)• Exact Copy of .ie on a .co.uk• Lower Case / Upper Case URLs• https:// Vs. http:// version of your website
How to Fix?
• Always publish unique content• Correct use of rel=‘canonical’ tags• 301 Redirects
#sbpseo
URL Indexing
• Only the URLs you want indexed should be indexed.
• Essential to Review Your Google Webmaster Tools Account.
• Go to ‘Google Index’ > ‘Index Status’.
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Easy To Spot Eg:
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Find Unwanted URLs in Google
How to Review Indexed URLs within Search Results?
1. Set your Google ‘results per page’ to 100 - http://bit.ly/1uIjKpN 2. Use the ‘site:websitename.com’ search operator (without www’s)
3. Click on the last page within the ‘previous’ & ‘next section.
4. Choose the option to repeat search with omitted results.
5. Use Link Klump (Chrome) or Multi Links (Firefox)
6. Copy & paste all the URLs into Excel
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Extra URLs to Watch out For!
• Test / Staging Website
• /tag/ and /category/ (generally WordPress related)
• ‘Thank You’ Pages
• PPC / Display Ad Specific Landing Pages
• URLs related to pagination (not always a problem)
• URLs related to faceted navigation (not always a problem)
#sbpseo
Page Load Times
Suggested Tools:
- Google Page Insights https://developers.google.com/speed/pagespeed/insights/ - GTMetrix http://gtmetrix.com/- Pingdom Website Speed Test http://tools.pingdom.com/fpt/
#sbpseo
Link Building – Easy Pickings
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Competitor Link Analysis
Tools to Use:
• Majestic SEO - https://www.majesticseo.com/
• Ahrefs - https://ahrefs.com/
• Moz’s Open Site Explorer - http://moz.com/researchtools/ose
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Link Reclamation - Logos
Tools to Use:
Google Image Search http://www.google.ie/imghp
Image Raider http://www.imageraider.com/
Tineye https://www.tineye.com/
#sbpseo
Link Reclamation – Web Mentions
Tools to Use for Continuous Monitoring:
Google Alerts - https://www.google.com/alerts
Image Raider - http://www.talkwalker.com/alerts
• Use Link Klump or Multi Links to copy results.
• Paste them into a reciprocal link checker tool e.g. http://bit.ly/1ot8itR
• Make a list of sites that mention your brand but don’t link.
• Contact each site to see if they are willing to include link.
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Link Reclamation – 404 Errors (Dead Pages)
Find Websites that Link to ‘Dead’ Pages on Your Site
1. Login to your Webmaster Tools account.
2. Navigate to Crawl > Crawl Errors.
3. Review all reported 404 errors.
4. Click on each individual error.
5. Click on the ‘Linked From’ tab.
6. Review the links from external sites.
7. Set up 301 Redirects or contact the site owner to request an updated link.
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Earning Links
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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
What Does Google Want?
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Leveraging Niche Content
• Define the personas you’re targeting
• What piece of content will appeal?
• Does it have a sufficient hook?
• Will people be willing to share?
• Will the content be evergreen?
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Who’ll Be Willing to Share it?
Other Useful Tools:
Topsy - http://topsy.com/
BuzzSumo - http://buzzsumo.com/
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Link Opportunities?
• “Senior Citizen” resource pages & associations
• Use advanced search operators:
• Analyse backlinks to other content pieces in this niche.
• Overseas businesses in same sector but not direct competitor.
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Promote The Content: Free + Paid
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High Value Content Placement
http://magazine.foxnews.com/celebrity/10-incredible-people-whose-lives-began-after-60
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Another Eg: Client Sells BBQs
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What Content Might be Catchy & Relevant?
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Offline Exposure = Better SEO
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Last Eg: Selling Childcare = Feelgood Factor
Decent Traffic Over a Period = Good for Brand
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A Successful Content Campaign
• Obtain many natural and relevant links to your site.
• Build social followers who may be willing to share future content.
• Generates word of mouth traffic and referrals.
• Helps build brand awareness.
• Gets you to 1st (slowly!)
#sbpseo
Digital Strategy
SocialMedia
SEO
Landing PageDesign & CRO
Web Analytics
Remarketing Advertising
PPC Advertising
Banner Ad Design
Display Advertising
TinderPoint – Our Services
#sbpseo
www.TinderPoint.com/Content
@TinderPoint