Advanced SEO Presentation by Gareth Cartman, Ceridian for CIM Essex Digital Marketing Bootcamp Event

1. Advanced SEO How to boost your website’s ranking For the Chartered Institute of Marketing, Essex Gareth Cartman

2. An introduction to SEO Before we start… Why websites fail Why websites succeed Tricks of the trade… Keywords Anchor text Links On-page tweaks Social media Analytics Pay Per Click Some naughty stuff Website rescue breakout sessions Agenda

3. Authority Popularity Clarity Persistence … underhandedness An introduction to SEO

4. Cheryl Cole An introduction to SEO

5. An introduction to SEO

6. Html tags<a href=“…”>text</a><h1>…</h1><h2>…</h2> Meta tags Pagerank HTML vs Flash CSS Before we start…

7. Why websites failTracyskarate.com

8. Why websites failHavenworks.com

9. Why websites failwww.neckandbackpainchiropractic.com

10. Why websites failsmithandgoldsmith.homestead.com/home.html

11. No clear strategy SEO + Web design don’t work together No keyword strategyTags & Titles! Too insularNo inbound linksNo social media / networkingNo local listings / directories Sitting back and doing nothingMore content + interaction Why websites fail

12. Who is number 1 for “Click here”? Why is Wikipedia number 1 for everything? Why is The Sun number 1 for newspaper? Why is comparethemarket.com increasing market share? Why websites succeed

13. Use Google Adwords Keyword tool Analyse your on-page keyword density Look for temporal trends (Facebook lexicon, Google trends, Twist) Test with paid search – measure with analytics Segment and prioritise your keywords for intent Navigational Transactional Informational Commercial Tricks of the trade… keywords

14. What is anchor text? Why is it important? How can I influence anchor text? Tricks of the trade… anchor text

15. Why do I need inbound links? How can I get inbound links? Why are some links better than others? Why are some links harmful? What does a good link profile look like? Always use Yahoo Site Explorer. Always. How do internal links affect my rankings? Tricks of the trade… Links

16. Tricks of the trade… yahoo

17. Tricks of the trade… link juice

18. Tricks of the trade… link juice

19. Tricks of the trade… link juice

20. The more SEO you do, the more juice you can get… Direct the ‘juice’ flow Block ‘juice’ flow to low-importance pages (e.g. contact form) Increase the importance of ‘juicy’ pages E.g. “bet 10 get 20” (freebetbookmaker.com) Page-sculpting Tips of the trade… link juice

21. Positioning keywordsTop + bottom para + in bold Keyword density Text high up in html code Remove unnecessary outbound links or ‘nofollow’ them Always text navigation, never image Don’t use flash, despite the temptations Tips of the trade… on-page tweaks

22. Be active and be present Bookmark & share (socialposter.com) Provide fresh, original content link-bait (top 10) Create communities (Facebook, Twitter) Use the latest technology, but use it sparingly (video, podcast, etc.) Tricks of the trade… social media

23. Tricks of the trade… analytics

24. Tricks of the trade… analytics

25. There is no limit to what you can know… Set up goals Find trends Re-direct your strategy around those trends Know your visitorsWhere are they? Who are they? What are they doing? Tricks of the trade… analytics

26. Paid search on google / yahoo / bing See if your site is profitable Test, test, test: try different ad copy Measurements- Clickthrough rate- Bounce rate- Conversion rate Quality score – how to improve it Tricks of the trade… PPC

27. Comment spam Article spinning Social bookmark spamming Paying for links Sub-domain switching (301 redirects) Tricks of the trade… some naughty stuff

28. “Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit” Google Tricks of the trade… some naughty stuff

29. Moorhill dog kennels needs your help. Having expanded to create more kennels, it needs to fill them and sees the website as key to doing so. How do you develop short and long-term plans for success? Rubaduck.com wants to start selling a stock of rubber ducks, and needs to switch focus quickly. How can you shift that stock online and make Rubaduck the no.1 resource for rubber ducks? Woman Junction is an online website for women, with few repeat visits and a low advertising revenue. The site is also suffering from high bounce rates. How can you boost revenue and increase repeat visitors? Website rescue breakout