This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, accessible content that is highly relevant to the target keywords. It also emphasizes building trustworthy backlinks from a diverse set of websites and behaving like a trusted brand through real-world presence and involvement in online communities. The overall message is that SEO requires a holistic approach across content, technical setup, and social engagement, with the goal of providing great experiences for users rather than just rankings.
3. NOISY LITTLE MONKEY
• With a unique hybrid of search optimisation, social media
marketing, creative flair and technical wizardry, we drive
traffic, enquiries and sales
Specialising in online activity, maximising conversions from offline
SEARCH & SOCIAL MEDIA MARKETING
12. HOW DOES GOOGLE SEARCH WORK?
http://www.youtube.com/watch?v=BNHR6IQJGZs
13. LINKS?
The bits of a web page that, when clicked, will take you to another web page or fire off an event
14. INTERNAL LINKS
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b
15. OUTBOUND LINKS
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b
18. INBOUND LINKS
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b
19. RECIPROCAL LINKS
Beloved of ‘SEO’ companies.
Unless there is a ‘real world’ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b
20. Your
site
BBC
lots of links to
it, so it has lots
of authority
Local Chamber of
Commerce
Few people link to
it, but those that do
are trustworthy
Link Farm
Loads of links
to it, but mainly
reciprocal and
quite a few
questionable
links
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority
22. DON’T WASTE HOMEPAGE LINKS
Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
23. GET INBOUND LINKS TO IMPORTANT PAGES
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b
24. KEEP IT NATURAL
• Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
http://www.google.co.uk/search?&q=trampolines
Is this
reflected
on news
sites, social
media,
search
volumes?
25. HOW TO GET MORE LINKS
QUALITY AND RELEVANCE ARE KEY
27. GET INVOLVED, GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Comment on industry blogs
• Why not start your own blog?
Because your visitors and Google love fresh, up to date content!
28. GET INVOLVED, GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Comment on industry blogs
• Why not start your own blog?
Because your visitors and Google love fresh, up to date content!
29. GOOGLE READS ALL YOUR CONTENT
QUALITY AND RELEVANCE ARE KEY (AGAIN)
30. g
A site that is accessible makes the web a better place for everyone. This is a good thing.
HOW DOES GOOGLE DETERMINE RELEVANCE?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a
motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.
32. g
Don’t change your domain name to match a popular search without setting up 301 redirects first
DOMAIN LEVEL INDICATORS
33. g
If your website isn’t built like this, you need to get a new website. Seriously.
SEARCH TERMS IN THE FILE PATH
34. This also shows on Google’s results page, so make it snappy, useful and attract the click!
SEARCH TERMS IN THE PAGE TITLE
35. Make sure your site is accessible for blind people – label all images
SEARCH TERMS IN THE ALT TEXT
36. g
Make sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
SEARCH TERMS IN THE PAGE HEADLINE
37. Use synonyms and keep it readable for humans. Don’t just stuff search terms in here
SEARCH TERMS IN THE COPY
38. View Source to see it. Right click white space in Chrome / Firefox / Safari and
select “View Source”
A META DESCRIPTION WHICH ATTRACTS
THE CLICK
Becomes this on Google
39. YOUR PAGE MATCHES A SEARCH
WHEN IT IS GOOD QUALITY AND HIGHLY RELEVANT
41. I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia
47. WEBMASTER TOOLS
• Sign up in YOUR name (not your web developer’s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself
– If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
GOOGLE & BING WANT TO HELP YOU
www.google.com/webmasters/ & www.bing.com/toolbox/webmaster
64. UNDERSTAND THAT SEO = N
Great content is what gets you great rankings
http://www.stochasticgeometry.ie/wp-content/uploads/2009/10/snakeoil.jpg?w=257
65. TAKE AWAYS
• Do search term research (Google Insights)
• Insert relevant search terms on each page
• Create great content - attract links & mentions
• Seed new content socially
• Improve pages that cause exits
66. GET THE SLIDES: Go To Our Website
ASK: @MrJonPayne
ASK: @NoisyMonkey