#BrightonSEO 2013 - On Page SEO & Marketing

#BrightonSEO @LisaDMyers

On Page Marketing


Google’s algorithm has changed more significantly

in the last 1 ½ years than

the 3 years before that combined!


1.Tightened the linking

algorithm2.Deep pages, unique content

and relevancy

3.Over optimisation crack down


+++ peoples attitude to links

Linking is badIt will hurt your siteNofollow EVERYTHING……….


When one door closes


On Page SEO –

The “ugly” duckling


Now it’s a Ninja Swan!


Get this…

Jun the Swan is a member of the; Science ninja team “Gatchaman”.

She even has a G on here belt. Obviously must stand for “Google”….


Understanding how people search


How people search today is very different to how people searched the internet in 2005!


Evolution of keywords/phrases

Hotels

Hotels in GreeceHolidays in Greece

5 Star Hotel in Greece

“Child friendly 5 star hotels in Greece”“5 star family holiday in Greece with babysitting services”


“Hotels” 2001 - Present


“5 star hotels in Greece”


The “Believed” Search Path

Search Query SERP Website Conversion


More Likely Search Path

Search Query SERP Website #1

Conversion

SERP Website #2

New SERPRefined

Search QueryWebsite #3

SERP Website #4



The Beauty of “long tail”


A successful SEO strategy is knowing that there is more to organic traffic than “hero keywords” (with large volumes).

Understanding behaviour, targeting longtail, expanding content, improving UX, that’s the real On Page SEO.


It’s more like online anthropology.


Writing the content

• Spend time writing the article, it’s got to be good! Include stats, research or similar.

• Make sure the angle is appropriate for target site• Including keywords that you are targeting for

surrounding text• ANCHOR TEXT (ideally your main target

keyword)• Stay away from main keyword in HEADLINE

though, as you don’t want them to rank ABOVE you!

The Essence of On Page


On my twitter feed @LisaDMyersRIGHT NOW!


Keyword Targeting

• Target max two main keywords/phrases • Primary keyword phrase FIRST in title tag• Primary keyword in heading (h1)• Images on page to include relevant

keywords• Keyword phrase in URL• Internal links pointing to page with relevant

keywords• Clear, logical quality content including

keyword phrases


Create VALUABLE content

1. CREATE Unique Content that stands out

2. Avoid sales jargon and self promotion at ALL cost!

3. Use high quality images and/or videos

4. Make DAMN sure your content is relevant to click


Care about User Experience

• High quality design is imperative• Navigation should be idiot proof and

beautifully logical• Add well thought out filtering • Make sure the page loads quickly• Include additional relevant content

and links• Ideally: responsive design


Let the spiders in

• Static URLs (all those filters will be useless if you don’t have this)

• Create rules for deeper pages for titles, meta (based on filtering information)

• Unique content (any duplications canonicalised)

• Include page in XML sitemap• Mobile compatibility • Don’t restrict IPs (use pop up for geo

targeting instead)


Shareability

• Title and URL has to be descriptive AND enticing

• Always include relevant social share buttons for relevant audience

• Make it EASY to share


Microformats & Rich Snippets

• All blogs should have rel=author (don’t miss out) and/or publisher

• Use schema microdata markup where relevant

• Use Google rich snippet markup that is relevant to your site: reviews, image, hreflang etc


If you do nothing else…please do this:


Create filters (with content)

#1


Filtering is longtail SEO heaven

Hotels for example, should have:- Type (romantic, business, shopping)- Quality (luxury/budget)- Area/attractions/near to - Facilities (pool, spa, wifi etc but also

babysitting, kids club etc)- Activities


A women doesn’t just look for a dress! Naha, no sir!

“Red A line midi skirt size 12”…………




Get those rich snippets#2



Rel=Author

Not just PageRank but AuthorRank – build those profiles NOW!


Get blogging#3



Blogging } increasing keyword reach + profile


A blog can:

- Increases keyword reach considerably

- Increases usability and conversion by integrating content

- Increase link equity- Increase social equity- Adds personality and social presence- Make it easier to do outreach


Links are STILL important


Attract rather than Sell

Create content that DESERVES links and market that content.


sk8seeing- Brighton on a Skateboard


http://www.hotelclub.com/sk8seeing/brighton-on-a-skateboard.html








Writing the content

• Spend time writing the article, it’s got to be good! Include stats, research or similar.

• Make sure the angle is appropriate for target site• Including keywords that you are targeting for

surrounding text• ANCHOR TEXT (ideally your main target

keyword)• Stay away from main keyword in HEADLINE

though, as you don’t want them to rank ABOVE you!

#NorthernLights for Expedia



In short

#1 STOP spending all your time on link dev

#2 Spend MORE time on page

#3 Start creating campaigns to ATTRACT links


Thank you!

[email protected]

Technology

#BrightonSEO 2013 - On Page SEO & Marketing