Online Insights 101 Seo

Online Insights: How to analyse your business performance and improve your position online

#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

About Me

Anthony TattumManaging DirectorBig Cat Group

@[email protected] 200 0910


About Big Cat


Search Engine Optimisation


SEO: What is it and why is it important?

SEO, Search Engine Optimisation, is the process of improving and promoting your website to increase the amount of relevant traffic your website receives from search engines



SEO, Search Engine Optimisation, is the process of improving and promoting your website to increase the amount of relevant traffic your website receives from search engines

More traffic(visits)

More potential customers=



To put it simply…

If your customers can’t find you they aren’t going to hire you.

FAB FACTSOver 75% of people don’t click past the first of search results on Google.With 36% of people clicking on the first link.


What is a Search Engine?

A search engine is designed to search for information on the world wide web.

The search results are presented in a list on a page called a SERP (Search Engine Results Page).


What is a Search Engine?

Examples of Search Engines –

• Google• Yahoo• Bing• YouTube• AOL• Wikipedia• Ask.com

FAB FACTSGoogle can have their ‘pie’ and eat it, with over 80% of the search engine global market share


SERP: Search Engine Results Page

A SERP position refers to the ranking within the list of search results.

SEO focuses on improving your ‘organic’ search results (rather than paid for). TOP TIPS

Google remembers your search history, so to see your website’s accurate SERP position use the incognito function on Google Chrome.









Organic Search Results – SERP position 1, 2 and 3 Paid For Search Results

Search Term (keyword)


What Influences SEO?


7 Steps: To improve your online position


1. Define your goal


What’s the purpose of your website?• Generate sales?• Increase telephone/email enquiries?• Share quality content?• Brand awareness?

Use your business KPIs to influence your SEO activity and determine how andwhat you optimise for.

TOP TIPSThink of your website as your “digital shop front”. Not only do you want people to find you, but also to enter, stay and come back again.

2. Select keywords you want to be found for


Keywords allow you to influence whatsearch engines find you for. WhenRe-evaluating keywords consider -

• What do you want to be found for vs. What people actually search for

• Be specific and relevant• Maximum of 10 keywords to

optimise for• Existing keyword density

Example Big Cat’s keywords:

Ad agency Birmingham

Event marketing London

Digital marketing Birmingham

Event management London

PR Agency West Midlands

3. Create engaging content


Engaging content can -• Increase the time that people spend

on your website - more time to up sell your services or products

• Increase your SERP position by allowing search engines access to relevant content for your audience

• Lower your bounce rate

TOP TIPSRefresh your content regularly. This gives search engines new content to rank and, like your customers, keeps them coming back for more.

4. Utilise quality in-bound links


An in-bound link is a link from a website which directs people to your website e.g. editorial, listings, content on social media.

Search engines look at both the numberand the quality.

TOP TIPSDon’t forget about internal links between the pages on your website. If the web page isn’t important enough for you to link to, why would a search engine think it’s important?

5. Don’t forget your “back-end”


Your website is more than likely build inhtml or another web language, ensurethat h1 tags, title tags and meta tags areused so that search engines can readyour website and easily find out themost important information. TOP TIPS

Search engines can only read words so don’t forget to alt tag your images. These are descriptions which tell search engines what the image is of.

5. Don’t forget your back-end


5. Don’t forget your back-end:


For example on Big Cat’s About Us page:

H1 Tags: <h1>Our Story</h1> H1 tags highlight the most important piece of information on a page

Title Tags: <title>Big Cats Story - Marketing, Design, PR & Events Agency</title> Title tags highlight the title of the page important piece of information on a page –

Meta Tags: <meta name =“description” content =“We are a full service agency achieving yourobjectives using events, marketing, PR and design. Based in Birmingham or London,call us on 0121 200 0910”/>The most common meta tags are meta descriptions or meta keywords.

5. Don’t forget your back-end


Format your URLs (web address)correctly:

www.bigcatgroup.co.uk/1255_3210

Vs

ww.bigcatgroup.co.uk/about-us/

TOP TIPS

As a general rule what’s good for your customer is good for a search engine.

Can your customers find their way around your website?

7. Monitor and evaluate


Monitor and evaluate:

Utilise online tools like Google analyticsand Google webmaster tools to monitortraffic and customer behaviour.

Regularly take note of your SERP position(using incognito mode) for yourkeywords and how your competitorscompare.

7 Steps: To improve your online position


The following steps are an initial guiderather than a definitive list, SEO is anongoing process:

1. Define your goal2. Select keywords to match what you

want to be found for3. Create engaging content4. Utilise quality in-bound links5. Don’t forget your back-end6. Format your URLs correctly7. Monitor results and evaluate

Google Analytics


Google Analytics


Why your business should be using it?

As a business do you evaluate yourmarketing activity?

Your website is a marketing tool and your

audience interaction need to bemonitored and used to their fullPotential.

Use custom reporting to see where andwhat interests your audience and moreimportantly where they “drop off” yourcompany’s website...

TOP TIPSIf you’re not already set up on Google Analytics, register and leave for 2 weeks so when you do start your SEO you have a baseline to compare results to

Google Analytics: The Dashboard


TOP TIPSYour dashboard is completely customisable; just pick the information that’s most important to your business

Google Analytics: Reporting


Google Analytics: Search Terms


Google Analytics: Popular Content


Google Analytics: Traffic Sources


Google Analytics: For the experts


What else can you do with Googleanalytics?:• Real time reporting and in-page analysis• Conversion monitoring • Integrate your eDM platforms to

monitor the effects on web traffic• See how mobile technology is used your

website• Test content variations for optimum

engagement• Plus lots more...

TOP TIPS

Google Webmaster

tools

Google Insights

Keyword Density Tool (optimum between 5%-10%)


What 3 things should you take away from today’s session?


Top 3 take aways…

Decide what you want to be found for:

1. Narrow down to 10 keyword phrases

2. Sign up to Google Analytics

3. Get good quality back links

Any Questions?

If you’d like more information about anything we’ve covered today or a more in-depth consultation please contact me:

Anthony TattumTweet me: @anthonytattumEmail me: [email protected] me: 0121 200 0910


WIN A FREE SEO AUDITJust give your business card to Anthony today and you’ll be entered into a prize draw to win a free SEO audit for your company from Big Cat Group

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Online Insights 101 Seo

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