How SEO can make life better for you and your customers
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Transcript of How SEO can make life better for you and your customers
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Say ‘hello’ to SEO
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Best Agency – European Search Awards 2013 Best Agency – UK Search Awards 2013
Best UK Small Business Workplace – Great Place To Work 2013
Winner – Best Use of Search – Travel Marketing Awards 2014, 2011, 2010 Winner – Best Travel & Leisure Campaign – UK Search Awards 2014
Gold & Silver – Best Use of Search – 2013
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Welcome to Google Street What are people looking for on
Google Street? Being insightful
SEO fundamentals Measuring success
Where search is heading
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Welcome to Google Street!
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90%
5% 3% 2%
Bing
Yahoo
Others
Google is dominant
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What are people looking for on Google Street?
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What are you afraid of?
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What do you want to know?
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Being insightful
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Competitor Analysis
Customer behaviour insight
Target audience personas
Revenue potential modelling
Existing business plans
Profit potential modelling
Keyword research Content audit Search behaviour
map
Influencer insight User research Social listening
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Let’s go back to keyword research
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Keyword Research
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Keyword Research
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Keyword Research
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SEO basics
Copyright Propellernet 2013 All Rights Reserved Do not reproduce
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Solid
TECHNICAL
foundations
Engaging and
useful
CONTENT
Earned LINKS
and SHARES
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Solid
TECHNICAL
foundations
Engaging and
useful
CONTENT
Earned LINKS
and SHARES
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Solid technical foundations: Page Titles
Solid
TECHNICAL
foundations
Page Titles
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Solid technical foundations Page Titles
“Tropicana – Pure 100% Florida Orange Juice”
• Shorter than 60 characters • Is a clear and simple message • Isn’t stuffed with keywords • Functional but still ‘salesy’
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Solid technical foundations Meta Descriptions
Meta Description
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Solid technical foundations Meta Descriptions
“Official Tropicana home page - the source for everything Tropicana including Tropicana Pure Premium®, Trop50, Chilled Juices and Drinks, Tropics and Tropicana Twister®”
“Site provides information about this orange juice line.”
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Solid technical foundations Meta Descriptions
“Tropicana orange juice – 100% squeezed sunshine. Visit our website today for our full range of delicious fruit juices.”
• Shorter than 156 characters • Is a clear and simple message • Isn’t stuffed with keywords • Has a call to action
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Solid technical foundations Headers
Solid
TECHNICAL
foundations
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Solid technical foundations Headers
Solid
TECHNICAL
foundations
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Solid technical foundations Headers
• Short and simple • Contain main keyword for page • One main (h1) header per page • Subheaders are good but don’t get
‘special treatment’ from Google
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schema.org
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Non-descriptive link text won’t provide any context and will help less to promote the visibility of the destination page
Descriptive link text gives the search engine some context about the page being linked to
Internal linking
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Solid
TECHNICAL
foundations
Engaging and
useful
CONTENT
Earned LINKS
and SHARES
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Producing content that ticks lots of boxes
The video has been shared socially and many websites are now referencing this content, including: eatwatchrun.com totallyliving.co.uk wellbeingmagazine.co.uk zest.co.uk cosmopolitan.co.uk mumset.com
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Don’t forget, more mundane content can be useful too
13 links
25 Links
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Solid
TECHNICAL
foundations
Engaging and
useful
CONTENT
Earned LINKS
and SHARES
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• Sending dog influencers to experience the Forest and review from the perspective of the dog
• Rewriting key landing pages in ‘dog language’
• Commissioning expert content for practical advice and inspiration e.g. how to travel with dogs
• Securing features with pet and lifestyle media using topical hooks such as Crufts
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Measuring success
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• Revenue • Website traffic • Conversion rate
What to Measure
Organic!
• Keyword Positions • Domain Authority
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Measuring Success
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90
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Where search is heading
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Thank you… Any questions?
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