Useful Tips on the Power of SEO and the World Beyond
#BritMums Live
Presenter Jo Turnbull
June 2014@SEOJoBlogs
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Who is SEO Jo Blogs?
• Jo Turnbull started in SEO while working for a mobile tech company
• Moved agency side 2009• Freelance online marketing
consultant, helping small and medium sized businesses with their marketing
• Organiser of Search London• Editor and Events Organiser for
State of Digital
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What is SEO?
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• SEO = Search Engine Optimisation• “Natural” position of a website in the search
results
Definition of SEO
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Simple – Easy - Option
It is not just an add on to think about when the site has been built
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It’s Like Forgetting the Key Ingredient
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Why is SEO Important?
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High CTRs
Long Lasting Effect
Low CPAs
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It is Important Because:
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SEO Used to Be• Meta Titles• Keyword Stuffing• Spammy Links• Ranking in
Google• Guaranteed
Results
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Elements of Ranking• Title Tags • Meta Description Tags • ALT Tags • H1, H2, H3 (and accompanying CSS) • Keywords in the content • Internal Links (images vs. keyword rich text) • URL Structure• Advanced Linking• Authority• Age of domain
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Brilliant Basics
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Brilliant Basics• H1 tag• ALT Tags • Keywords in the
content • H2 tag• URL Structure
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Do You Know This Man?
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Panda and Penguin
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Some Clarity
• Panda – Feb 2011 (Europe April) – cracks down on thin content, content farms
• Penguin – April 2012 - “over optimisation penalty” adjusted spam factors like keyword stuffing. This was a site quality update but affected links.
• Hummingbird – September 2013
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SEO Is More Than Just Keywords
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1. SEO involves Twitter
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• Ben Holbrook wrote a post about his favourite things to do in Barcelona
• He then scheduled tweets to promote it every day for a couple of weeks
• He added the #lp (Lonely Planet) hashtag when tweeting
• Lonely Planet then retweeted the post to their 1M+ followers
• 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”.
Twitter Affects Traffic
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Traffic Affected Rankings
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That Post is Still Driving Traffic
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2. SEO is About Networking
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“Search London” Grew
• Networking group for those in search• Jan 2012 – 592 members• 5 meetups 2012• January 2013 – 1100 members • Increase 86%• June 2014 – 1315 members
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How Did it Grow?
• Strong domain - www.meetup.com • Good speakers – don’t be afraid to
ask• Catchy titles each presentation• Guest posts• Interact with others at the event• Email members• Tweet before, during and after• Central venue
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3. SEO is About Integrating Off and Online
Tweets Matter
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Tweets Affected Traffic
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4. SEO Includes Facebook
• Write content and use social media to help it go viral
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4. Facebook Brings Traffic
• Ben “liked” the Facebook pages of each place mentioned in the post
• Emailed places he had written about, suggesting shares
• Ben also contacted the Madrid tourist board
• 2.1k Facebook likes• 100 tweets• Almost 4,000 unique
page views within a week
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5. SEO Includes Sponsorship• A financial services company
sponsored a sporting event in a capital city
• The aim was to increase brand awareness and traffic
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5. Impact on Traffic and Social Media
• Organic traffic: Up 100%• Direct: Up 41% • Referral: Up 9%• 22% Increase in conversions• 463% Increase in blog traffic referrals• 1,723 new Facebook fans gained on non-paid digital
efforts alone• 5% increase in Twitter followers in one month• 46% growth in FB likes
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SEO has a Positive Experience on Brand
• 68% participants agreed about leaving with a more positive view of the brand
• 50% participants more likely to buy from the company
• 96% participants agreed the company was a great fit for a sponsor
• 65% participants viewed the company as a genuine brand
• 90% participants can’t wait for the next event
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6. SEO is PR• Word of Mouth Online• Work with the PR department• Compliment Relationships• Networking + SEO• SEO + PR = Great Results• Long lasting effect
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SEO is About Tying it All Together
• Twitter• Networking and Relationships• Creating good content• Facebook• Sponsorship• PR
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What Should You Do?
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1. Love Your Site
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2. Don’t Be Afraid of Google
Matt Cutts
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3. Create Content Users Want to Read
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4. A Picture Tells a Thousand Words
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5. Share Great Content
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6. Love What You Do
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Summary
• Love Your Site• Don’t Be Afraid of Google• Create Content Users Want to Read• A Picture Tells a Thousand Words• Share Great Content• Love What You Do
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Share Great Content
Get in Touchhttp://[email protected]
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Thank You
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