PracticeWEB SEO Workshop
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This document summarizes an SEO workshop that covers the basics of search engine optimization. It discusses what SEO is, what it can and cannot guarantee for a website. Key aspects of how search engines work are explained. The workshop then outlines the steps involved in managing an SEO project, including setting business objectives and search goals, doing keyword research, benchmarking the current site, optimizing pages on the site, building links, and ongoing reporting. Regular review and assignment of tasks are emphasized for long-term SEO success.
PracticeWEB SEO Workshop
- 1. SEO Workshop With James Scanlan and Collette Easton
- 2. What is Search Engine Optimisation? Active Practice of improving quality & volume of traffic from search engines
- 3. Making content & structure more relevant for key search engine termsWhat is the potential?Add credibility to a website due to the editorial nature of search engine results
- 5. Create a measurable campaignWhat can’t SEO guarantee?That your website will rank at the top for every search engine, for every search phrase
- 6. Knock competitors sites off SERPs
- 7. Results if implemented as a one-off projectHow Search Engines WorkCrawling, Indexing, Search Queries, Ranking
- 8. Complex software using algorithms to identify & collect information from web pages
- 9. Users query an index not the live internet
- 10. Results returned by matching search query
- 11. The most relevant pages sit at the topGetting to the top of Google?Relevance
- 12. PopularityManaging the SEO ProjectI do, we do, you doLet’s get started:Marketing your PracticeStep 1: Business objectives & Search Goals
- 13. Step 2: Keyword research
- 15. Step 4: On page optimisation
- 16. Step 5: Link Building
- 17. Ongoing: ReportingStep 1: Business objectives
- 18. Step 1: Business objectivesImportant step – don’t create an aimless campaign
- 19. Business objectives should form the basis of the SEO goals, which should translate into revenue’
- 20. SEO goals are essential to realise the business objectivesStep 1: Business objectivesIncrease online brand awareness
- 21. Increase revenue generated from website
- 22. Get ahead of competitors X, Y & Z
- 24. Improve existing services visibility
- 25. Drive down marketing & advertising costs
- 26. How results are measuredStep1: Search GoalsWithout identifying a set of specific to-do’s the project cannot take shape and task responsibility cannot be assigned
- 27. SEO initiatives should not focus on hundreds of web pages, when only a handful of important landing pages turn visits into prospectsStep1: Search Goal ExamplesReporting KPIs understood
- 28. Get to top of Google for local listings
- 29. Complete on page optimisation for all important pages
- 30. Enquiry form
- 31. What are examples of important pages?
- 32. Identify competitor SEO strategy
- 33. Generate subject specific & relevant back links
- 34. Blogs
- 35. DirectoriesStep 2: Keyword Research
- 36. Step 2: Keyword ResearchIdentifying the keywords users specifically search on is crucialStep 2: Keyword Research (broken image)
- 37. Step 3: Benchmarking Activity
- 38. Step 3: Benchmarking ActivityBusiness objectives and search goals should of identified the KPIs to be used for reporting
- 39. Pages Indexed
- 42. Analytics
- 43. Traffic
- 44. Goals
- 45. Alexa RankStep 3: Pages Indexed (broken image)Ask Google how many of your sites pages have been indexed Step 3: Keyword PositionsConduct keyword searches on your chosen engines to identify rises & falls in positioningStep 3: Back link analysis
- 46. Step 3: Site AnalyticsVisits
- 47. Length of time on page
- 48. Bounce rate
- 49. GoalsStep 3: Alexa Ranking What ‘number’ is your site in the UK?Step 3: On page optimisationPage titles
- 52. Image ALT tags & filenames
- 54. Use Google Webmaster Tools content analysis section to confirm correct length and duplication issuesStep 4: On page optimisation
- 55. Step 4: Page titles
- 56. Step 4: Unique meta descriptions
- 57. Step 4: Better anchor text
- 58. Step 4: Optimise Images
- 59. Step 4: SitemapsSitemap for users
- 60. XML Sitemap for Google Step 5: Link Building
- 61. Step 5: Link BuildingDiscovered how many sites link to your site
- 62. How many are trusted & authoritative?
- 63. Specialize in your business area
- 64. Has Page Rank to transfer
- 65. Has the keyword somewhere in the link anchor or the page is about the keyword
- 66. What can you bring to the party?
- 67. Brains, Money or Hard workStep 5: How to Build LinksGet relevant curated resources to include you
- 68. Get news articles to reference you
- 69. Get suppliers & customers to link to you
- 70. Get websites to use your widgets & badges
- 71. Get writer with blogs to mention you
- 72. Get individuals in forums & social media sites talking
- 73. Submit relevant useful comments with links in signatures
- 74. Submit to quality directories
- 75. Submit PR & articlesOngoing
- 76. The Long HaulPlan for 12 months, set realistic expectations
- 77. Plan when & how you will review progress
- 78. Ensure that tasks are journalled
- 79. Create actionable items for the coming months
- 80. Assign responsibility for different reporting areas
- 81. Internal responsibility with no external help needs at least 4 hours per week dedicated