Slides from Invest NI Workshop 24th April 2013.

1. SEO 2013
James Magee

2. SEO Overview
• Technical Stuff
• Make Sure Google can find you and index your pages
• OnSite SEO
• Use this to tell Google what you are all about
• Off Site SEO
• Use this to tell Google that you are the best at what
you do, that you are an ‘Authority’

3. Technical SEO
• Ensure that your site is discoverable and
indexable by Engines
• Think about Duplicate Content
• Server Response Time
• Responsive Design
• Use Google Webmaster Tools

4. On Page Standards
• Title Tags are still Crucial
• Bedrock of On Site SEO
• Description Tag
• Headings
• Content
• Text Content
• Images, Video etc
• Internal Links

5. Title Tags

6. Title Tag

7. Title Tag Guides
• Around 65 Characters Max
• Can be more
• ‘Keyword Rich’
• Should target specific key phrase
• Different for each page
• Google hates ‘duplicate content’
• Should entice searchers to click
• May be visitors first impression of a site

8. Title Tag Creation
• Title Tags are added as part of the source
code
• Content Management Systems,
Wordpress, Joomla, Drupal etc. can be set
up to create Title Tags dynamically
• HTML Editors, (Dreamweaver etc.) will
allow you to specify Title Tags

9. Description Tag

10. Description Tag
• Important in terms of attracting clicks
• CTR now recognised as a factor in ranking
• Should be unique for each page
• Can be added via Content Management
System usually
• Doesn’t appear on the actual web pages

11. Can Be First Impression

12. Content
• Keyword Rich Copy
• Ideally located high up the page
• Search Engines rely on text to see what a
page is about – so do humans!
• Some key areas to Concentrate on
• Headers (H1)
• First Paragraph
• Internal Links

13. Images
• Be Careful with Images
• SE cant read text within images
• Use Alt Tags
• Use alt tags to let SE’s know what images represent
• Use keyword rich file names if possible
• Minor factor, worth doing

14. Good Practice SEO
• http://www.rei.com/product/800405/bern-
brentwood-bike-helmet
• http://www.johnlewis.com/ralph-by-ralph-
lauren-rl8087-oversized-acetate-
sunglasses-shiny-black/p447182

15. Off Site SEO – CRUCIAL AREA
• Links from other sites, seen as a vote of
confidence in your site
• Link Building has traditionally been a
huge part of SEO
• Google recently coming down heavily on
unnatural link profiles
• Panda, Penguin etc.
• Links still huge, but the rules have
changed

16. Rand Fishkin - SeoMOZ
• Start earning links, rather than building
them
• People will link to good content
• People will link to great companies
• Create great content on your site that
people will link to
• Get your content on other sites, with a link
back to you
• Some older tactics still ok

17. Video on the Link Building for 2013
• http://www.seomoz.org/blog/the-death-of-
link-building-and-the-rebirth-of-link-
earning-whiteboard-friday