Slides from my City of Bath College training day on SEO & PPC

1. #SEO @MrJonPayne
#SEO
@MrJonPayne
@BathCollege

2. #SEO @MrJonPayne
EMERGENCY?
©BAMCorp

3. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:10 Intros. Me, you, Google
BREAK
11:30 12:30 The (annoying) importance of links
LUNCH
13:30 14:40 Site content and architecture,
Geeky Stuff, Google+
BREAK
15:00 15:50 PPC
FINISH WITH QUESTIONS

4. BrianForbes

5. #SEO @MrJonPayne
HELLOOO!
• Noisy Little Monkey is a
digital marketing agency
• I’m Technically A Director
• 1995 - 1st Email Campaign
• 1998 – 1st Ecommerce Site
• 1999 – Founded Web Design Agency
• 2006 – Founded SEO Agency
NOISY LITTLE MONKEY

6. #SEO @MrJonPayne
YOU?
2 minutes max
Name – Job – Company
“Today, I’d like to go away with…”

7. BrianForbes

8. #SEO @MrJonPayne
ZERO SUM GAME
Money isn’t limitless. You need to stop your potential customer
spending it on something else.

9. National Geographic

10. #SEO @MrJonPayne
DIGITAL MARKETING…
visitor acquisition
visitor behaviour
visitor outcome

11. #SEO @MrJonPayne
N00B?
• Sign up for Google Analytics
• Install Google Analytics on EVERY PAGE OF your website
• Set up Goals
http://www.google.com/analytics/

12. #SEO @MrJonPayne
SEO
PARTICULARLY, GOOGLE

13. #SEO @MrJonPaynewww.youtube.com/watch?v=BNHR6IQJGZs

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

15. #SEO @MrJonPayneThe singularity! Almost. Things not strings.

16. #SEO @MrJonPayneWhere’s your number one? NOT EVEN ANY ADS!

17. #SEO @MrJonPaynehttps://www.youtube.com/watch?v=mmQl6VGvX-c

18. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:10 Intros. Me, you, Google
BREAK
11:30 12:30 The (annoying) importance of links
LUNCH
13:30 14:40 Site content and architecture,
Geeky Stuff, Google+
BREAK
15:00 15:50 PPC
FINISH WITH QUESTIONS

19. #SEO @MrJonPayne
THE (ANNOYING)
IMPORTANCE OF LINKS
They’re how spiders crawl the web

20. Bristol City Council @MrJonPayneLinks?

21. Bristol City Council @MrJonPayneInternal Links!

22. Bristol City Council @MrJonPayneExternal Links

23. #SEO @MrJonPayne
INTERNAL LINKS
When page a links to page b, page a bestows some of its
authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

24. #SEO @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

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

26. CC

27. CC
WITH LINKS
QUALITY >
QUANTITY

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

29. #SEO @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

30. #SEO @MrJonPayne
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority
Your
site
BBC
lots 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

31. #SEO @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

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

33. #SEO @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

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

35. #SEO @MrJonPayne
HOW DO I GET MORE
LINKS TO MY SITE?
You tell me.

36. #SEO @MrJonPayneNEVER BUY LINKS! If someone tells you they’re a master od the
dark arts of SEO, they’re not.

37. WHO LINKS
TO YOUR
COMPETITORS?
#SEO @MrJonPaynehttps://moz.com/researchtools/ose/ Apply some common sense to
these results and think – why should these sites link to mine?

38. #SEO @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

39. #SEO @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!

40. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:10 Intros. Me, you, Google
BREAK
11:30 12:30 The (annoying) importance of links
LUNCH
13:30 14:40 Site content and architecture,
Geeky Stuff, Google+
BREAK
15:00 15:50 PPC
FINISH WITH QUESTIONS

41. #SEO @MrJonPayne
YOUR SITE
CONTENT
As with links, quality and relevance are key

42. #SEO @MrJonPayne
LET’S LOOK AT A
SEARCH

43. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES

44. On Page Content
HOW GOOGLE INTERPRETS TOPIC

45. On Page Content
HOW GOOGLE INTERPRETS TOPIC

46. On Page Content
HOW GOOGLE INTERPRETS TOPIC

47. On Page Content
HOW GOOGLE INTERPRETS TOPIC

48. On Page Content
HOW GOOGLE INTERPRETS TOPIC

49. On Page Content
HOW GOOGLE INTERPRETS TOPIC

50. On Page Content
HOW GOOGLE INTERPRETS TOPIC

51. On Page Content
HOW GOOGLE INTERPRETS TOPIC

52. On Page Content
HOW GOOGLE INTERPRETS TOPIC

53. On Page Content
HOW GOOGLE INTERPRETS TOPIC

54. On Page Content
META DESCRIPTION RED HERRING

55. On Page Content
HOW GOOGLE INTERPRETS CONTEXT

56. Citations & User Profile
HOW GOOGLE INTERPRETS CONTEXT

57. Citations & User Profile
HOW GOOGLE INTERPRETS CONTEXT

58. #SEO @MrJonPayne
SO – YOUR PAGE
HAS ALL THE SEOs

59. I ARE SAD CUZ
I
DON’T
NO
HOW
PEOPLES

60. Compare
volumes…
ignore the
numbers
GOOGLE TRENDS!
#SEO @MrJonPaynehttp://www.google.com/trends/

61. I ARE HAPPY

62. AIM LOW
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

63. I AM THE MASTER NOW

64. #SEO @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

65. #SEO @MrJonPayne
ENGAGE
ON GOOGLE+

66. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

67. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+

68. #SEO @MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

69. #SEO @MrJonPayne
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell

70. #SEO @MrJonPayne
TIMETABLE
Start End Topic
10:10 11:10 Intros. Me, you, Google
BREAK
11:30 12:30 The (annoying) importance of links
LUNCH
13:30 14:40 Site content and architecture,
Geeky Stuff, Google+
BREAK
15:00 15:50 PPC
FINISH WITH QUESTIONS

71. #SEO @MrJonPayne
GOOGLE ADS

72. WITH PPC PARTICULARLY
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

73. WITH PPC PARTICULARLY
#SEO @MrJonPayneSearch Demand Curve courtesy of Moz.com

74. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the Ad Headline

75. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the display URL

76. WITH PPC PARTICULARLY
#SEO @MrJonPayneInclude the words on which you’re bidding in the first line of the ad

77. #SEO @MrJonPayneInclude the words on which you’re bidding in the architecture of
your page

78. #SEO @MrJonPayneHave one, really flipping clear call to action.

79. RTFM
#SEO @MrJonPayneRESEARCH. This is a costly business!

80. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneDon’t let Google set up your campaign. It’s like giving your cocaine
dealer your credit card and saying – give me what you think is best

81. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneSearch only. Nobody will click your crappy text ads on the Display
Network

82. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneGoogle only please – and none of this ‘Display ads when you feel
like it nonsense’
NO!

83. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneTarget by locations (it’s the next thing in the set up)
NO!

84. KNOWLEDGE IS ROI POWER
#SEO @MrJonPayneGoogle will have suggestions too but be wary. Choose the words
right for this ad, your clients the landing page. Set up multiple ads!
NO!
Go back to your
SEO research

85. #SEO @MrJonPayne
FACEBOOK ADS

86. #SEO @MrJonPayne

87. #SEO @MrJonPayne

88. #SEO @MrJonPayne
FACEBOOK ADS
• Less visits to website (a bit like display)
• Good for building Facebook page likes
• Regionally target
• Demographically target
• Boosted posts with images can’t have more than 25% text in
the image
• CHEAP!!

89. #SEO @MrJonPayne
TWITTER ADS

90. #SEO @MrJonPayneHashtag, promoted tweet, promoted account

91. #SEO @MrJonPayne
TWITTER ADS
• Less visits to website (a bit like display)
• Good for building follower numbers and RTs
• Regionally target
• Demographically target
• Target the followers of your competitors accounts

92. #SEO @MrJonPayne
TWITTER ADS
• Target the followers of your competitors accounts
Mwahahaha!

93. #SEO @MrJonPayne
DISPLAY / BANNER
ADS

95. #SEO @MrJonPayne
Search: Noisy Little Monkey
@MrJonPayne
@NoisyMonkey