View the slides from the SEO seminar at BRAVE on 29th October

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@MrJonPayne

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@MrJonPayne
GETTING MORE VISITS FROM GOOGLE

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@MrJonPayne
HEY EVERYONE!
Jon Payne
23 years in sales
16 years selling online
14 years running agencies*
7 years in search & social marketing
*Except 6 months where I worked for a web design company. It gave me an ulcer.

4. CC

5. @MrJonPayne
TRUSTED
The biggest local players in the public sector, the biggest local brands and our peers
BRAVE

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RESPECTED
For campaigns that innovatively lever search, video, Facebook, Twitter and Google+
BRAVE

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CANDID
We freely give away the basics. This stops our ‘competitors’ ripping people off.
BRAVE

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STUPID
Disruption is transformative
BRAVE

9. @MrJonPayne
TESTED
Top shows all non PPC traffic from month 1. Bottom just that from Universal Search
BRAVE

10. review
links
content
social
brand

11. I ARE SAD CUZNO HANDOUTSS

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@MrJonPayne
NO 1 ON GOOGLE ISN’T THE GOAL
Google in 2001 isn’t the same as now

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@MrJonPayne
The singularity! Almost. Things not strings.

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@MrJonPayne
Where’s your number one? NOT EVEN ANY ADS!

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@MrJonPaynehttp://www.youtube.com/watch?v=mmQl6VGvX-c

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@MrJonPayne
The singularity cometh. But in the meantime

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@MrJonPayne
www.youtube.com/watch?v=BNHR6IQJGZs

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@MrJonPayne
Matt talked about links. A link is something that you click / press on a page which then fires off an event.

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@MrJonPayne
Your logo is a link, right? RIGHT?

20. @NoisyMonkeyor event #
@MrJonPayne
Your logo is a link, right? RIGHT?

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@MrJonPayne
INTERNAL LINKS
When page alinks to page b, page a bestowssome of its authorityonto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

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@MrJonPayne
EXTERNAL LINKS
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b

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@MrJonPayne
INBOUND LINKS
More inbound links is good then, right?
www.yoursite.com/page-a
www.anothersite.com/page-b

24. CC

25. CC
WITH LINKS
QUALITY > QUANTITY

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@MrJonPayne
INBOUND LINKS
GOOD –ONLY AS LONG AS THE OTHER SITE IS TRUSTWORTHY
www.yoursite.com/page-a
www.anothersite.com/page-b

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@MrJonPayne
RECIPROCAL LINKS
Beloved of ‘SEO’ companies, but think of the Knowledge Graph Unless there is a demonstrable ‘real world’ partnership it’s risky
www.yoursite.com/page-a
www.anothersite.com/page-b

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@MrJonPayne
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority
Your site
BBClots of links to it, so it has lots of authority
Local Chamber of Commerce
Few people link to it, but those that do are trustworthy
Link Farm
Loads of links to it, but mainly reciprocal and quite a few questionable links

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@MrJonPayne
LINKS PASS AUTHORITY
A diverse, relevant and growing set of linking websites is best
Your site
BBC
Local blog
Business partner
Local press
Trade magazine
Local Chamber of Commerce

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@MrJonPayne
DON’T WASTE HOMEPAGE LINKS
Don’t waste that strength on privacy policy, terms and conditionsand your web designer
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys

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@MrJonPayne
CULTIVATE INBOUND LINKS TO IMPORTANT PAGES
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b

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@MrJonPayne
KEEP IT NATURAL
http://magesticseo.com
#WTF??
Is this reflected
on news sites, social media, search volumes?

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@MrJonPayne
HOW DO I GET MORE LINKS TO MY SITE?

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@MrJonPayne
NEVER BUY LINKS! If someone tells you they’re a master od the dark arts of SEO, they’re not.

35. WHO LINKSTO YOURCOMPETITORS?
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@MrJonPayne
https://moz.com/researchtools/ose/Apply some common sense to these results and think –why should these sites link to mine?

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@MrJonPayne
GET INVOLVED = GET LINKS
•Discussion forums (be a really useful engine)
•Research (white papers, or mine your data)
•Social bookmarking (reddit, stumbleupon, etc)
•Social media
•PR / Press Releases
•Comment on industry blogs
•Demonstrate partnerships IRL*
•Why not start your own blog?
Ignore social bookmarking if you’re not already using it
*In Real Life

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@MrJonPayne
GET INVOLVED = GET LINKS
•Discussion forums (be a really useful engine)
•Research (white papers, or mine your data)
•Social bookmarking (reddit, stumbleupon, etc)
•Social media
•PR / Press Releases
•Comment on industry blogs
•Demonstrate partnerships IRL
•Why not start your own blog?
Query Deserves Freshness!

38. review
links
content
social
brand

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@MrJonPayne
GOOGLE READS ALL YOUR CONTENT
As with links, quality and relevance are key

40. HOWCAN GOOGLE DETERMINE RELEVANCE?

41. NOT IMAGESCODE + TEXTACCESSIBLEGOOD UX

42. ALL IMAGETERRIBLE UXNOT ACCESSIBLE

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@MrJonPayne
AN ACCESSIBLE WEBSITE MAKES THE WEB A BETTER PLACE FOR EVERYONE

48. HOWDOESGOOGLEDETERMINERELEVANCE?
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@MrJonPaynehttp://www.noisylittlemonkey.com/making-your-online-campaigns- stick/

49. DOMAIN LEVELINDICATORS
BRAVE
@MrJonPayne
Does the domain match the search?

50. SEARCH TERMS IN FILE PATH
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@MrJonPayne
How closely does the URL match the query?

51. SEARCH TERMS IN PAGE TITLE
BRAVE
@MrJonPayne
Google will truncate long page titles, so test here: http://www.seomofo.com/snippet-optimizer.htmlNot for prudes.

52. SEARCH TERMS IN PAGE TITLE
BRAVE
@MrJonPayne
Looks a bit repetitive, but it’s OK.

53. SEARCH TERMS IN ALT TEXT
BRAVE
@MrJonPayne
2-4 words, actually describe the image… this is for blind people. Ideally use an image which works for SEO & illustration

54. SEARCH TERMS IN HEADLINE 1, H2, H3…
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@MrJonPayne
DON’T have this as ‘welcome to…’ or even worse an image!

55. SEARCH TERMS & SYNONYMS IN BODY COPY
BRAVE
@MrJonPayne
Write about what you know and this will happen naturally

56. METASTUFF
BRAVE
@MrJonPayne
Meta Description –doesn’t help rank, but should attract the click
Ignore meta keywords…your web devis an idiot.

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@MrJonPayne
SO –YOUR PAGE HAS ALL THE SEOs

58. I ARE SAD CUZIDON’TNOHOW PEOPLESSEARCH

59. GOOGLE TRENDS!
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@MrJonPayne
http://www.google.com/trends/

60. Compare volumes… ignore the numbers
GOOGLE TRENDS!
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@MrJonPayne
http://www.google.com/trends/

61. I ARE HAPPY

62. AIM LOW
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@MrJonPayne
Search Demand Curve courtesy of Moz.com

63. I AM THE MASTER NOW

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@MrJonPayne
WEBMASTER TOOLS
•GOOGLE & BING WANT TO HELP YOU. SIGN UP!
•Sign up in YOUR name (not your web developer’s)
•Follow the instructions to verify your site
•On some CMS you can verify yourself
•If not, send the files to your developer
•Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
•Learn some cool stuff!
www.google.com/webmasters/& www.bing.com/toolbox/webmaster

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@MrJonPayne
GOOGLE IS WATCHING EVERYTHING

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WHAT ARE YOU TALKING ABOUT?
Word cloud of @NoisyMonkey’slast 20 tweets

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@MrJonPayne
WHAT ARE YOU TALKING ABOUT?
Word cloud of Facebook brand page in January

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@MrJonPayne
WHAT ARE YOU TALKING ABOUT?
Word cloud of Google+ Brand Page

69. WHO SHARESYOUR STUFF?
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@MrJonPayne
https://plus.google.com/100193529331792590881/posts/cgePkP1nR67

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@MrJonPayne
BEHAVE LIKE A TRUSTED BRAND
NOT A THIN AFFILIATE

71. REAL BRAND
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@MrJonPayne
Geo phone numbers, real addresses.

72. REAL BRAND
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@MrJonPayne
Real people. With social media profiles

73. REAL BRAND
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@MrJonPayne
Have real people with real connections on LinkedIm

74. REAL BRAND
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@MrJonPayne
Paid up members of trade associations and have decent links from REAL directories

75. REAL BRAND
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@MrJonPayne
Get branded search volume because of offline marketing and communications

76. REAL BRAND
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@MrJonPayne
Get their Google+ on

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@MrJonPayne
TAKE AWAY

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@MrJonPayne
UNDERSTAND THAT SEO = N
Great content and accessible web design is what gets you rankings

79. GOOGLE: NOISY LITTLE MONKEY
@MrJonPayne