SEO Overview & Keyword Targeting

The Online Marketing People

Search Engine Optimisation (SEO)

Delivered by Katrina Gallagher
For Liverpool John Moore University
20/06/2012

e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk
217 The Box Works, Worsley Street, Manchester, M15 4NU

SEO & Online Measurement

What We Will Cover
1. Introductions
– Your name
– Product/service you want to promote
– What you know and do already
– What you particularly want to learn

2. Search Engine Optimisation Overview

3. Practical
– Keyword research & evaluation
– Links & link bait
– 6 month SEO plan



1. Search Engine Optimisation



What is SEO?
Defined as “the active practice of optimising a website by
improving internal and external aspects in order to increase the
traffic the site receives from search engines”. – SEOmoz, 2010.



What’s the benefit?
• Measurable results
• Brand Visibility
• Cost Effective Customer Acquisition
• Repeat Business
• Low Cost & High Value
• Increase traffic to a website
Search
Engine
Visibility
Increased
Traffic £



How does it work?

Crawl Index Query Rank



SEO: On-site Optimisation
There are a number of “on-page” signals that search engines look
for when they visit a website.

– Content
– Page titles
– Page headings
– Structure
– Internal linking

Page relevance is key.



SEO: Off-site Optimisation
Although a lot can be gained by the search engines from looking at
a website itself, external links (or “backlinks”) are judged as being
the most important contributing factor for SEO.

Business Client
Partner Website

Your
Website

Social Business
Network Directory



SEO: Monitoring & Refining
Once a website is well optimised from a search engine point of
view and external presence has begun to increase, refinements
need to be made based on the data being monitored.

• Content additions Client
Website
• Tweaking of on-site optimisation
Your
• Social integration Website
• Conversions
Business
Directory



2. Targeting



Finding what people search for
The great thing about search engine optimisation, is that you can
understand the terms and phrases that people actually search for
within the search engines.



Finding when they are searching
Not only can approximate search volumes be researched for a
limitless set of key phrases; trending data also allows us to
understand seasonality, topical popularity and more.

Trending data for “solar PV”



Applying this knowledge
The insights gained from this keyword analysis can be invaluable in
terms of targeting people on your website.

a) Apply the data to existing pages b) Create new pages around the data

Retrofitting the keyword Developing new content pages
optimisation to each of the most specifically around the keyword
relevant pages across the opportunities from the insights
website. gained.



3. Measuring Traffic



Why measure traffic?
Whether you have an “optimised” website or not, monitoring the
traffic data is a must.

• Understanding the quantity of visitors
• Analysing visitor profiles
• Viewing popular content/pages
• Monitoring visitor intent



4. Google Analytics



Benefits of using Analytics

• Monitor goal conversions & e-commerce
• Monitor engagement (ie. time on site, bounce rate, etc)
• Setup customisable reports
• Advanced segmentation
• Visual charts

Plus, it’s very easy to install and use!



Analytics basic reports
Dashboard – visitor data Conversion (goal) data



Analytics basic reports (2)
E-commerce data Traffic sources data



Custom Reports

Custom reports can be
setup to provide
dashboard-like
overviews of data that
you deem to be most
important for various
areas of your website.



So how does Analytics help?
Google Analytics provides actionable insights, such as:

• Which pages are not working (to convert)
• Where people are dropping out in the conversion process
• Which areas of the site have low engagement
• Which traffic sources provide the least value



What can you do with this data?
Once you’ve setup goals and basic reports, the data is then there
for you to use to improve your website.

Example: 1. Identify sections with low bounce
rate, and average time on page
(compared with others)
Low engagement 2. Analyse the sources of traffic
3. Consider things that can be done to
encourage engagement on the page
4. Implement the changes are monitor
Analytics to see the affect



Key Points
• SEO is an ongoing process, and there are no quick wins
• A combination of on-site & off-site optimisation are needed
• Use available data to actually see what people are searching for
• Measure as much data as you can (even if you don’t use it all)
• Use reporting options to monitor your KPIs
• Ensure you are always monitoring and refining

Finally...
Setup Google Analytics yourself (or ensure you have admin access)



Practical
• Keywords
– Keyword research & evaluation
– Keyword brainstorming session
• Links
– Links & link bait
– Link bait brainstorming session
• 6 Month plan
• Questions



Thank you for listening. Any questions?

Katrina Gallagher, PushON Ltd.


SEO Overview & Keyword Targeting

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