SEO for Google in 2015

Hello I'm Dave Taylor from Webmedia

A little about you

Why are you here today?

What's your experience of SEO?

You can download these slides later today

http://www.davidtaylorwebmedia.com/googleseo2015

What is SEO?

A manipulation process that enables a specific website to rank highly for a search query or queries that are searched for by persons seeking your type of business

Why do SEO?

Part of a business visibility strategy

89% of purchasing decisions involve the Internet at some stage

Paid advertisingContent marketing - social media, blogging, videoEmail marketing

Understanding Google in 2015

Google's job is to return, for any given search query, the most relevant and trusted web pages

It is constantly changing to become better at this and to avoid those trying to cheat it

Your job is to make it easy for Google to put your web page in the top 10

Give Google what it wants

AuthorityRelevanceOriginalityTrustCredibility

How Google used to assess these

AuthorityRelevanceOriginalityTrustCredibility

On-page factorsIn-bound links

Where do you start?

If you want to rank Google page 1 for a specific search query then start by making your website one of the best 10 websites in the UK for that phrase

Example.. 'kitchen worktop maintenance'

I crafted this client website (especially home page) around that phrase

Look..at the top 20 organic ranking sites for your target phrase

Is your site one of the 10 best?

I hear you ask..

“but how do I know which phrase to target?”

The answer is keyword research

Let's look at a recent example..

Luxury self catering apartments on Lake Windermere

You can't just target the phrase with the highest search volume....

You have to consider competitor analysis

Domain ageDomain activityContent authoritySocial signals

Choosing the right keyword phrase(s) to target is critical. Do not rush. It can take weeks

Your action point number 1

Use the keyword research tool to decide what your target keyword is for each of your web pages

So now you have your home page target keyword..

How do you apply it?

Each page of your site should be crafted around a target phrase:

Meta data H1 tag has target phraseTarget phrase in narrative textMinimum content amount on pageFull contact details in footerKeyword attached to imagesAssociated on-page keywords

Your action point number 2

Benchmark your site for your target keywords

https://www.serplab.co.uk/

Your action point number 3

Craft each page of your website around a target phrase

What else gives your pages Google points?

Blog posts or new content (summary link)Embedded videoEmbedded mapEmbedded reviewsInternal site linksLinks out to other authority sitesContent authority Schema mark up

Your action point number 4

Check your own site against this checklist and make an improvement plan

What else is Google interested in?

Content authority

This is about building a reputation with Google that you are an expert authority in relation to a specific subject

How do you build your authority with Google?

Fresh published content (why blog?)In-bound quality linksReviewsSocial signals – share, like, comment, +1Consumer time on siteCitationsGoogle My Business – VerifiedBacklinked email marketingOptimise your content so Google understands it

Your action point number 5

Get active on content marketing (don't miss Google+)

Seek validations wherever possible

Your action point number 6

Encourage sharing of your content by providing a social share tool

Google is interested in good user experiences

So first and foremost create the best possible pages for your visitors

Keys to a good user experience

First impressions count – design quality

Load speed

Users are looking first for authority, credibility, relevance, and trust

Your home page should have short items, scannable lists and 'fast to understand' content

Your pages should be crafted around the needs of your target audience

Mobile responsive

Where is 'user experience' going?

By the end of 2018 75% of all content consumed online will be video

Google recognises click back on search results

Your page has less than 5 seconds to impress

Load speedQualityEase of finding what they wantedFulfilment

Power words

NewNowFreeYouBecause

The power of 3

Your action point number 7

Look through the top 20 websites for your target keywords. See what content they provide and how it is organised.

How can you apply this on your site?

Your action point number 8

Add business directory citations (yell.com)Google My Business (verified)Webmaster Tools – (see if Google is happy with everything it finds on your site)Seek new in-bound linksUse web grader

Local Search Results Vs Organic

What's the difference?

Any questions?