Date post: | 18-May-2015 |
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Self Improvement |
Upload: | fiona-cullinan |
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SEO in an hour
Q. What is Google's mission?
Q. What is Google's mission?
A. To organise the world's information and make it universally accessible and useful.
(And sell advertising.)
● 1 billion+ questions answered a day● 181 countries and 146 languages● 15% of the searches are brand new ● 300 million users – 91% of connected users
● 1 million+ spam pages created each hour
Stats
How are Google results served up?
● 200+ unique signals ● partly link-based (PageRank)● known markers of value - high quality,
original content ● ability to understand your content● lower rank for keyword stuffing, link
schemes, deliberate duplicate content
What are search engines trying to do?
● offer a free, quality search experience to attract a loyal audience
● adapt to those who game the system● NEW: provide content not just links
media content
local business
'free' Wikipedia content
What are we trying to do?
Get to #1 on Google!
but "For every search query performed on Google, there are thousands, if not millions of web pages with helpful information." – Google.
What is SEO?
...the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
[Wikipedia]
So, how is Seven doing?
content marketing + UK
content marketing
SEO helps us improve our rankings
● By helping Google read, understand and index our content.
● By creating high value content that our target readers want to find, read and link to.
Easy!
Everything I know about SEO...
1. Headlines are really important
Headlines that don't work...
Exercise:Spot the potential problem with each headline.
Headline help
● research and include main keywords ● keep it short or be cut-off (40-60 characters)● puns don’t work – clarity over cleverness● 'viral' heads do work – with certain brands● beat the competition – must-click factor● don't rely on images for context
Everything I know about SEO...
1. Headlines are really important2. Intros should be must-clicks
Intros round
Exercise: Put these heads/intros in order of ranking on Google.
Intros help
● offer a compelling reason to read on but...● don't spin or over-promise● include synonyms ● intro often forms metadescription ● be concise (cut-off around 250 characters)
Everything I know about SEO...
1. Headlines are really important2. Intros should be must-clicks 3. Images need to be described in alt text
Alt text in the cms
Alt text
<img src="http://static.guim.co.uk/sys-images/Guardian/Pix/cartoons/2012/2/10/1328873046573/valentines-day-scene-007.jpg" width="460" height="276" alt="valentine's day scene" itemprop="contentUrl representativeOfPage">
Everything I know about SEO...
1. Headlines are really important2. Intros should be must-clicks 3. Images need to be described in alt text4. Videos need descriptions and keywords
YouTube
...is a search engine, too.
● Optimise your heads/intros
● Help Google index content: tags, link to transcripts, categories, etc
Everything I know about SEO...
1. Headlines are really important2. Intros should be must-clicks 3. Images need to be described in alt text4. Videos need text support5. Do SEO research before commissioning
Everyone is a publisher
"For every search query performed on Google, there are thousands, if not millions of web pages with helpful information." – Google.
● Web has levelled the field. ● You are competing like washing powders.● How will you stand out?
Ultimate SEO tip: Research angle 1st
Part of SEO is making the right content choices at the editorial meeting or when briefing a subject matter expert or writer.
● What does your target reader want to know?● What does your brand want to tell them?● Why would anyone want to read/view this?
Three tools to help you
● Google Trends● Google Autocomplete / search results● Google Keyword tool
Resource list
● Google SEO Starter Guide – 32 pages of best practice● Moz (SEOmoz) guide - Beginners Guide to SEO● SEO for food bloggers – slideshow● Content Marketing Institute blog● How I teach myself new digital content skills using cake!
– personal development/training● Bookmarks – SEO and content marketing● RSS feeds – find good sites and subscribe to them