SEO, CIM digital bootcamp, April 2013 - Andrew Goode, Blue Dolphin
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The document discusses the evolving landscape of SEO and its impact on marketing strategies, emphasizing the importance of quality content over manipulation techniques. It outlines actionable tips for improving SEO, such as meticulous content planning, building legitimate backlinks, checking link quality, and ensuring technical site performance. The summary stresses that honest, effective marketing is crucial in a time when search engines prioritize user-friendly and unique content.
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SEO, CIM digital bootcamp, April 2013 - Andrew Goode, Blue Dolphin
- 1. © Blue Dolphin 2013 SEO Googlocalypse
- 2. © Blue Dolphin 2013 Content for today • Examples of the impact of Google • Why there's never been a better time for good / correct marketing • Approaches to reducing the Google dependence • Some approaches if you have been hit • Five top tips that you can implement now • Why maximising on conversion has never been more important
- 3. © Blue Dolphin 2013 Historic Google • SEO was a game of strategy • Shoehorning text • Blagging backlinks • Reposting to get some Google love
- 4. © Blue Dolphin 2013 Google in the last 12 months
- 5. © Blue Dolphin 2013 Google in the last 12 months • Bad for marketers - Panda will seek out and destroy: – Duplicate content – Dodgy links – An overabundance of keywords – Stagnant pages – Sites with stylistics and spelling errors • Good for marketers - Panda will: – Reward sites with high quality unique pages
- 6. © Blue Dolphin 2013 Example of the impact • Highly SEO optimised site – massive back linking activity Panda kicks in – traffic drops off a cliff Good practices start to improve traffic
- 7. © Blue Dolphin 2013
- 8. © Blue Dolphin 2013 Example of the impact • Organically optimised site – only quality back links Panda kicks in – no impact
- 9. © Blue Dolphin 2013 Google now (as of yesterday)
- 10. © Blue Dolphin 2013 Google: what are your visitors looking for? • Keyword research – Word – Phrase – Brand – Issue • Consider – keywords that capture people at different phases of intent
- 11. © Blue Dolphin 2013 Phases of intent keywords • Good first time dog • Dogs good with children – Miniature Schnauzer as a pet – Miniature Schnauzer eye test • Miniature Schnauzer puppies • Miniature Schnauzer Cambridgeshire breeder – Miniature Schnauzer feeding – Miniature Schnauzer obedience training
- 12. © Blue Dolphin 2013
- 13. © Blue Dolphin 2013 Tip 1: Plan • Create a meticulous content plan based around all of your keywords • Make sure your content is unique and useful • So useful that other websites will want to – Link to – Tweet – Google+ – Facebook
- 14. © Blue Dolphin 2013 Tip 2: Looking at links From • Blah blah blah blah miniature schnauzer for sale blah blah To • If you are looking to buy a miniature schnauzer then check out this website If you just focus on the link text you’ll be labelled a spammer: SEO is all about authority
- 15. © Blue Dolphin 2013 Get legitimate links from • Customers • Suppliers • Trade associates • Any people/companies that you sponsor (i.e. where you pay for your logo to go on a site which then links through to a page)
- 16. © Blue Dolphin 2013 Tip 3: Check your links • Google human intervention • If a site looks like it is a spam site then don’t get a link from it, or • If you have a link from a spam site ask for your link to be removed • http://www.the-miniature-schnauzer- club.co.uk/ - good link • http://www.ladbrokes.com/home/en - bad link
- 17. © Blue Dolphin 2013 Tip 4: Keyword structure still matters • Mention keyword in article • Good practice – Title – H2 – H3 – 2.5% – Alt text – Meta
- 18. © Blue Dolphin 2013
- 19. © Blue Dolphin 2013
- 20. © Blue Dolphin 2013
- 21. © Blue Dolphin 2013 6 ft folding table • Note the ad words • Position 10 after 6 days • Competitive and of value • Simply an optimised post on a reputable site
- 22. © Blue Dolphin 2013 Tip 5: Does your site work technically? • Is it fast? • Are there lots of broken pages? • Are there pages with single lines of text? • Are there products in your catalogue but most of them are out of stock? If there are things that will frustrate users they will frustrate Google
- 23. © Blue Dolphin 2013 Beware – if it sounds to good to be true • Speed test on a secure quality server • Site moved to an SEO provider – hosted for FREE
- 24. © Blue Dolphin 2013 Approach from someone very high up in the SEO world • “Forget SEO: get into marketing” • “Being too aggressive could well be negative” • “Get a steady stream from a link and build on the trust”
- 25. © Blue Dolphin 2013 Action you can take to improve your SEO rankings • Clean up the past – get rid of backlinks • Clean up content – make sure there is sufficient content • Create a marketing plan for links with traffic • Keep on creating fresh quality content • If you want to be #1 now, pay for it (as per the previous presentation)
- 26. © Blue Dolphin 2013 Summary 1. There are no tricks these days: no shortcuts 2. Search engines are looking for the same things as users: if you try and cheat Google will know (eventually) and you will be punished 3. Never been a better time for good marketing 4. Pay attention to this afternoon’s session
- 27. © Blue Dolphin 2013 Andrew Goode MBA MSc MCIM Blue Dolphin Business Development Ltd 43 The Gannocks, Orton Waterville, Peterborough Office: 01733 361729 Mobile: 07748554756 E: [email protected] W: www.bdolphin.co.uk