Introduction To SEO - Search Engine Optimisation - by Kobi Omenaka - Kobestarr Digital

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Published on January 20, 2016

Author: KobiOmenaka


1. Introduction to SEO Make your website work for you By Kobi Omenaka Head of Digital at Kobestarr Digital

2. TODAY’S WORKSHOP What is SEO How SEO Affects your Business Google and SEO Keywords and the basis of SEO Keyword Analysis and Research Who is your “Online” Competition

3. TODAY’S WORKSHOP SEO and Content Content Planning Strategy Measuring your SEO effectiveness Local SEO Mobile SEO

4. Who Am I? Kobi Omenaka Head of Digital at Kobestarr Digital Inbound Marketing and Digital Media Agency Oil and Gas (Process Engineering) background Second Masters (MA) Degree in Social Media

5. Who Are You? What is your name? Where are you from? What do you do? What do you know about SEO? What do you hope to get out of today?

6. Let’s Define S.E.O. SEARCH ENGINE OPTMISATION (SEO) “The process of improving your website so that it attracts more visitors from search engines ”

7. Setting Expectations There is no “Silver Bullet” or quick fix It is an ongoing methodology, which if done well will see the number of visitors coming to your site Define the inputs not the outputs Beware “guaranteed” SEO solutions SEO Penalties and “Black Hat” vs “White Hat” SEO

8. Why is SEO important? If you have goods and services to offer why wouldn’t you optimise your website? The way that people search on the internet is actually quite sophisticated The aim is to attract relevant visitors with searches People search for to find answers to their questions, to buy goods, holidays, news, restaurants etc NOT just on a computer – mobile and tablet too!

9. Sophisticated? Relevant? Content – both quality and amount Use of relevant keywords External and Internal Links Mobile Friendly/ Responsive Page load speeds 200+ more factors…

10. Content! There are 200+ factors that can affect your ranking but it generally comes down to content. Search engines want to serve the most relevant pages for their users. WHY? They make money from advertising!

11. The Anatomy of a S.E.R.P SEARCH ENGINE RESULTS PAGE This is the page that is displayed once you have entered a search term This shows us: Paid adverts Number of hits Organic results

12. The Anatomy of a S.E.R.P It’s the organic results that really matter when it comes to SEO Adverts do count, but it’s as “simple” as paying for the positioning PS (paid advertising is not that simple – we can talk about that another time over a hot chocolate!)

13. The Importance of Top Ten

14. Is it just Google? Desktop/ Laptop

15. Is it just Google? – Mobile & Tablet

16. Ever Changing Targets Google Panda – February 2011, aim to show higher quality sites higher in the search Google Penguin – April 2012, aim was to reduce the focus on un-natural back links Google Hummingbird – September 2013, completely new algorithm, aim was to better understand the natural language people use when searching Focus on content – “deliver the best content you can and you’ll be fine” “relegating” your site

17. An SEO Example

18. An SEO Example

19. An SEO Example

20. An SEO Example

21. An SEO Example How to get High” went from #6 - #12 - #14 - #25 - #33 Why?? Checking his website statistics he found: People that normally visit his site spend 2m 57s on average “How to get high” visitors spent 1m 12s (less than half) “How to get high” People weren’t liking that content and Google realised that so they dropped his ranking. The “High Quality Backlinks” visitors loved it and keep it at number one.

22. Keywords vs Search Queries It’s a search engines “Job” to match user search “queries” to pages that match that topic Short Tail Keyword – one word “Shoes”, “Backlinks” Long Tail Keyword – three words plus “Women’s running shoes”, “High Quality Backlinks” Search Queries – what people type into Google “Where can I buy women’s running shoes”, “How do I get high quality backlinks”, or “shoes”

23. What Are You Optimising For? Before you can start you need to know what you are optimising for! We can use a structured approach to finding out that keyword data What Keywords/ search queries people are typing How often are they searching them How relevant are they to your business How competitive those terms will be

24. Car? If your company sells cars Toys Repair Hire Formula1 Used Volkswagen Golf Mark 3 Not typed in as much Very relevant and low competition

25. Keyword Research Planning “Forget” about your business - get in the mind of your customer 1) Brainstorming What services do you offer – be comprehensive What words would customers use NOT company jargon E.g. cheap train tickets vs low value fare 2) Search Volumes Find out the demand for those keywords Low search volumes are not necessarily a bad thing!

26. Keyword Research Planning “Forget” about your business - get in the mind of your customer 3) Collect groups of keywords Tens, hundreds and thousands together to form a “campaign”

27. Conducting the Keyword Research

28. Conducting the Keyword Research

29. Conducting the Keyword Research

30. Conducting the Keyword Research

31. Conducting the Keyword Research

32. Conducting the Keyword Research

33. Conducting the Keyword Research

34. Conducting the Keyword Research

35. Conducting the Keyword Research

36. Conducting the Keyword Research

37. Conducting the Keyword Research

38. Conducting the Keyword Research

39. Conducting the Keyword Research

40. Conducting the Keyword Research

41. Conducting the Keyword Research

42. Conducting the Keyword Research

43. Keyword Attributes Relevance How accurately does the keyword represent the nature of the products and services that you offer and clients you want? Put yourself “In their shoes” The more relevant the search the more likely the visitor will “convert” when they visit your site than generic terms

44. Keyword Attributes Search Volume Average number of times a keyword is searched per month Seasonality can be determined using the bar chart or Google Trends Don’t be put off if the search volume is low!

45. Keyword Attributes Competition The number of websites of pages competing for a particular search term? How difficult would it be to “rank” based on that keyword? Who is your competition? Other competing businesses News and current affairs sites Reference sites such as Wikipedia Google gives as “Low”, “Med” & “High”

46. Keyword Distribution Align keywords to certain pages on your site and across those pages Helps you to focus your content and ensures that what you have or are about to produce is relevant to the keywords that you just found

47. Keyword Distribution

48. Optimising for a Keyword So you’ve done some research and you’re ready to write content. How do you actually “optimise” content URL(Uniform Resource Locator) i.e the weblink! – include the keywords and keep it concise www.myShoeSite/mens/marathon-running-shoes vs www.myShoeSite/mens/hello/red/shoes-that-men-can-use-to- run-a-marathon Meta Title Appears in the SERP – so make it interesting for readers Meta Description Helps people “glance” into what the content might be

49. Optimising for a Keyword Meta Title URL Meta Description

50. Optimising for a Keyword So you’ve done some research and you’re ready to write content. How do you actually “optimise” content H1 tags – The first and Main headline on a page. Be descriptive and include the keywords Main body content Optimise for people first and search engines second. Write engaging content that includes the keywords 1 -3 times in an 400-500 word piece of text - Use other relevant words too! Images – modify the title and “Alt” text – be descriptive Search engines cannot tell what is in an image!

51. Optimising for a Keyword

52. Optimising for a Keyword What about “Non-Text” elements in your page? Search engines cannot tell what is in an image! Optimise the text that is surrounding the element – search engines loot at the text near by Images – modify the title and “Alt” text – be descriptive Video – modify the title and include relevant tags if embedding (your own video from YouTube) Audio – title and description- maybe include the transcript

53. Grading your Site and Pages Free Tools Yoast SEO Plugin (Wordpress) Google Webmaster Tools – ( SEO Report Card- ( card) HubSpot’s Website Grader ( Paid Tools Moz Pro ( HubSpot ( )

54. Grading your Site and Pages

55. Is your site set up for SEO? Is Google actually allowed to crawl/index your site? Page loading speeds Location of server to your nearest clients Small image sizes/ optimised image sizes Embedding images from Flickr and Video from YouTube/Vimeo Enable Caching of Database driven sites XML Sitemap and submit to Google Webmaster

56. Google Webmaster Tools Google will with time find, crawl and index your site But you can submit it via Webmaster Tools/ Search Console ( Find out what Google knows and then tell it what it should know! “Verify” your website

57. Google Webmaster Tools

58. Google Webmaster Tools

59. Google Webmaster Tools

60. Google Webmaster Tools

61. Google Webmaster Tools

62. Google Webmaster Tools

63. Content is King Now the site is ready, lets make the content Having a content strategy is important for success This is the planning, creation and management of useable content These need to align with your company goals Monitor trends and keep up – what worked today may not work tomorrow Involve everyone in your company and have their full buy in

64. Content? Who for? Who is your target audience and what are their needs? Don’t be in a rush to complete this step! Create content for them. What are their demographics and socio-economic backgrounds? Find them on social media/online Where do they hang out? What language do they use? What questions are they asking? What’s important for them?

65. Content? Who for? Your Customers Social Technographics?

66. Content? Who for? Creators – publish a blog, make video and other content The creators are the most active participants on the Internet. They are constantly creating blog(post)s, websites, videos, audio and / or other content. Conversationalists – update status across social media This group is also creates, but only to facilitate communication and dialogues. They want to express themselves through status updates. This relates to recognition or trying to start a conversation or discussion regarding a chosen topic.

67. Content? Who for? Critics – post to forums, write reviews Opposite of the conversationalists. Responds to status updates, blogs, websites, news, forums, products and services. essential one to maintain online interaction. There is overlap in the creators, critics and conversationalist Collectors – subscribe to blogs and podcasts via rss Use online resources to absorb lots of information or express their preferences as critics do. RSS feeds, Twitter aggregators and other tools are important tools for this group of Social Media users.

68. Content? Who for? Joiners – Maintain and visit social media On Social Media to maintain their profile and relationships circle. Absorb info and knowledge to a lesser extent than collectors do. Spectators – read blogs & tweets, listen to audio, watch video Observe from a distance. Get information, but only for increasing knowledge about topics, friends, products etc. There is no active participation. Inactives – None of the above Not present on Social Media or are there but not doing anything.

69. Content – start making it! Create – you’re losing out on traffic to your site if you don’t! Create content to educate – NOT to sell Add some personality as applicable Quality is more important than quantity ~ 300 words is a great. The more quality the more you are “rewarded” by search engines Make sure it is on a regular basis

70. Content Management Manage Once created you need to know how to manage so you and your team can know the in’s and out’s at all times Easy to write, edit and post

71. Content… what exactly? Getting ideas Educational – “how to” or teach them something new Statistic – take a statistic or some data and expand on it Technical – get in depth for users that value insight Procedural – step by step “how to” great on video! Insight/informational – who are your employees?

72. Content… what exactly? FAQ – what questions do people always ask you or your competitors What are your competitors tweeting about Ask your best clients – create a case study and or testimonial/reviews. Make sure you ask! Ask your team Speak to your vendors ask them or others for guest/joint blog

73. Content… what exactly? What is your angle Find out what your competitors are writing about also what are they NOT writing about What questions are people asking on forums? Quora Reddit Offer your unique perspective! Make sure it has real value and is of value.

74. Content… what exactly? Not just web page content! Slideshows on Slideshare Video – Tutorials/reviews – host elsewhere and link back to your site. Ps YouTube videos show up on Google search! Audio – podcasts - host elsewhere and link back to your site Images – sharable with Instagram/ Pinterest Infographics

75. Editorial Calendar Create in Google Spreadsheets so one shareable version Assign an owner Pick regular dates for different types of content or campaigns and stick to them Include in each cell Title, Author, Headline, Keywords, (Publishing channels, Hashtags ) Schedule ahead if you can – write or create in “batches” Schedule time to create as well!

76. Editorial Calendar

77. Editorial Calendar

78. Publishing Content You’ve done research, planned content and created it. What next? Publish! Some companies/people spend as much time publishing as creating. Success of a post is often down to visibility rather than quality, don’t “expect people to find it” Only Fools and Horses

79. Publishing Content Social Media – get your content in front of more people, attract links and shares Make sure you have a presence on Facebook LinkedIn Twitter Google+ Consider Instagram Pinterest YouTube

80. Publishing Content Social Media – get your content in front of more people, attract links and shares Include relevant hashtags where applicable for the social media channel Hashtags allow you to get your content in front of a specific group of people Follow influencers and see what they use Follow industry trends Include share buttons on your page in a “Call to Action” CTA Respond to activity and messages Rules change on each SMS and some even “die” – Friends United anyone?

81. Content Performance It can be straightforward and free to check your content performance Google Analytics Google Webmaster Tools/ Search Console Can you work out what content does well and why? Views, clicks, conversions What type of content, what time was published, how was it shared? Where did your visitors come from? Different Social Media platforms have different characteristics

82. Content Performance Three Key performance Metrics The following give a better indication of user engagement than numbers alone Pages per visit – average number of pages each user visits Average time on site Bounce rate – how often a user comes to your page and only visiting one page The longer each of the visits to your websites is the more “engaged” they are.

83. Links Links are one of the most important aspects of SEO Each backlink can be considered a “vote of confidence” for your site. Not all votes are equal! Sites carry different levels of kudos or authority. A link from a high authority site may be worth several from a low authority site. Backlinks from high authority sites are “High Quality” High quality links should also be from relevant sources The more high quality links the more Google trusts your site and raises it in search engine rankings.

84. Links Easy to get backlinks Twitter, Facebook, LinkedIn, Google+, Instagram The text on each link to your site matters. If a link to your site is not descriptive then you should ask the site to rename it. “Click here” is not helpful Timing consider these A site that suddenly has 100 links to it (conspicuous) A site that has links that are 5 years old without much activity (stale)

85. Links TRY NOT TO GAME THE SYSTEM You can be dropped from the ranking You can be dropped altogether! Social Media shares A key way for search engines to figure out what people actually like Internal Links are also important Link within a site cross reference different pages for relevancy. Helps users and search engines

86. Getting Backlinks How do you get external backlinks? Can submit to business directories. But be selective! Some are spammy. Yahoo Directory Entice other sites to link to you Foster, outreach and leverage links from relevant sites People in your industry People in education In different countries

87. Getting Backlinks Link Building Opportunities If a website is ranking well for keywords that you are targeting, you can examine their backlinks! Use Open Site Explorer ( Maybe some sites/ directories that you missed Guest blogging opportunities? Non-profit sites or NGO opportunities – help them out?

88. Who is getting Backlinks

89. How to get backlinks Can use Raven Tools to help foster these backlinks. This is a paid service ( Easy to get backlinks Twitter, Facebook, LinkedIn, Google+, Instagram

90. Measuring the SEO Performance Analytics Google Analytics (Free) Monitor these and make sure that you stay away from vanity metrics What is the traffic doing when it gets to your site Is the traffic converting when it gets to your site Is it helping revenue Organic Keyword Reports within Google Analytics Google Webmaster Tools Look for high impressions & low click through rate – what is going wrong?

91. Social Shareability Content from social media can appear in SERPs and can generate backlinks Use tool Social Crawlytics ( Identify the most sharable content Learn from the most shareable and the least shareable

92. Social Shareability

93. Social Shareability

94. Google Local / My Business Relevancy relates to distance Bricks and Mortar – Restaurants, hairdressers, dentist Local presence – providing local services – personal trainer If all things are equal distance matters to people, even for a “Virtual” business More sophisticated than restaurants in “London” North vs South London Kentish Town vs Camden You can provide business info, photos get reviews and statistics

95. Google Local / My Business

96. Google Local / My Business

97. Local Search Factors Relevance How well your listing matches a users search query Distance Based on where Google thinks your are or knows where you are Prominence Measure about how well-known your business is across the web

98. Register and Verify with GMB This process takes around 3 weeks!!! Go to www.Google/business (the same login as with all of Google!) Fill in the details – address has to be accurate Wait until they send you a postcard Go to

99. Optimise Your Site for Local Separate each page for each product or service and optimise it Business Name Address Phone Number Include your keywords Consider some contact details in the bottom right (this is where people look for contact details on a apparently) More keyword related text and social media in the contact us page

100. Citations Each mention of a business name, address, and phone number of you in the internet is called a “Citation” The more citations a business (from quality sources) gets the more your business is trusted These should be IDENTICAL Go to to check “Check Listing” Write down the Name, Address and Phone Number (NAP) in a text file and copy/paste to ensure consistency Write down your website and email in there too! vs vs

101. Citations Each mention of a business name, address, and phone number of you in the internet is called a “Citation” The more citations a business (from quality sources) gets the more your business is trusted These should be IDENTICAL Go to to check “Check Listing” Go to “Category Listing” in Moz Local ( Select your category and it suggests the best citation /listing directories More citation suggestions at Local Citation Finder (

102. Citations

103. Citations

104. Citations

105. Citations No Phone Number! On Foursquare

106. Citations

107. Citations

108. Reviews Short Write Up based on an experience Ask for them! Testimonials can be included in your website – it’s common to write a testimonial for someone and get them to approve it Yelp and other review sites Google My Business

109. SEO on Mobile Platforms This is key in General and when you think locally Since 2014 more people use internet on their phones than on a “fixed” device, and more often People may be trying to find you on the go Content has to be pleasurable to read on mobile and tablet! Same engagement metrics apply Time on site, Pages viewed Bounce rate

110. SEO on Mobile Platforms

111. SEO on Mobile Platforms Make sure that the site is mobile enabled Responsive One site from the same URL Different domain for when mobile screen sizes are detected Dynamically serve different content for different screen sizes Make the navigation of the pertinent information easy to find and clear Check the speed Google Page Speed Insights (

112. SEO on Mobile Platforms

113. So You Know SEO – What Next? Potential clients and customers came to your website as a result of your SEO work Make sure you keep people coming back! Ask them to sign up to your blog newsletters Produce more content Make it easy to share your content Produce eBooks, whitepapers, videos, audio or other large content

114. Resources Moz – ( SpyFu – ( SEM RUSH – ( SimilarWeb - ( Backlinko - (

115. Resources Google… ;-) Webmaster academy (pps:// =en) Webmaster tools/ Search Console – ( Google Keyword Tool –( Matt Cutt’s Blog (Google Software Engineer)

116. Questions? ?

117. About Kobestarr Digital We are an Inbound and Digital Marketing Agency based in London, Sheffield and M anchester in the UK. We specialise in the strategic production of digital content to ensure that your lea ds and potential sales find you and keep coming back to you until they first beco me customers and then your brand advocates. Inbound Marketing places your marketing at the core of your overall business strategy. We use data and knowledge to clearly define your buyer persona or target market. This then informs the content that is most relevant to you and your client base. We produce bespoke content across a number of channels including highly targeted email marketing PR, SEO, Social Media content production, distribution and analysis through to blogging, photography, animated infographics and motion video

118. Contact Kobi & Kobestarr Digital @kobestarr @kobestarrDigi

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