Published on February 15, 2014
SEO Training Workshop Classroom Based. 2014 Agenda.
Agenda (Day 1) SEO course objectives Day 1 Background - business, marketing and SEO goals Introduction to SEO Google Panda, Penguin and Hummingbird changes Google penalties Review our bespoke keyword and marketing reports SEO checklist Keyword planning Market research and competitor analysis On-page SEO (optimisation of keywords, meta data, URLs and HTML tags) Off-page SEO (do’s and don’ts of link building) SEO and website copywriting SEO strategy and action plans SEO tools (basics)
Agenda (Day 2) Day 2 Revisit day 1 Competitor research for link building Recommended business directories Social media, blogging and content marketing Getting to grips with Google and Bing Webmaster Tools 301 redirects, canonical tags and duplicate content Getting the most from Google Analytics Things you can do to improve click-throughs and conversions SEO plugins and best practice Joomla, WordPress or Magento (if applicable) Social media best practices and tools (time permitting) Questions and Answers
SEO course objectives Understand the basics of SEO and best practice Learn how to carry out competitor research and identify the right keywords Learn how to write for SEO and your audience Learn how to apply on-page SEO techniques Learn how to apply effective off-page SEO strategies Learn how SEO and social media is changing and the future of search Appreciate the impact of latest Google updates, including Panda, Penguin and Hummingbird and how to avoid Google penalties Implement tools to monitor and review the effectiveness of your SEO Have a practical action plan for progressing the SEO in-house
Background (understanding the company or organisation) SEO, technical and marketing knowledge within the team Amount of resource to support SEO Previous SEO work carried out Effectiveness of current SEO and marketing Is there anything that that the search engines may not have liked
Business, marketing and SEO goals Business vision and goals USPs / competitive differentiators SEO and marketing objectives
Workshop: Define goals & USPs related to SEO
Introduction to SEO It’s as simple as…. 1. Keywords 2. Links Or is it? SEO definitions and popular terms Keywords Links Anchor text Meta Data/Tags ALT Tags Nofollow PageRank Robots Domain Authority Canonical / 301 Redirect …
Google Panda, Penguin and Hummingbird changes Overview of recent Google algorithm changes and why these were rolled out: Panda Penguin Hummingbird
Google Penalties Why websites are being penalised How do you know whether you’ve been penalised What you can do to overcome a Google penalty Link Audits, Removals and Disavow
Workshop: Look over Google Analytics and Webmaster Tools data
Keyword & Marketing Reports Run through our bespoke keyword and marketing reports and how to interpret the data
SEO checklist and review Explanation of our SEO checklist and how to use it
Workshop: Audit website according to checklist
Keyword planning Keyword brainstorming and research Get ideas - ask team, customers, prospects, friends and family… Brainstorm ideas (there’s no right or wrong answer) Research competitors (see next section) Use the Google Keyword Planner Tool! Deciding on the right keywords for each page Do you have the right content to begin with Prioritise keywords based on business/marketing objectives Map keywords to pages and identify gaps within your content - pages, sections, categories, products, etc.
Workshop: Brainstorm keywords and try mapping to pages on your website
Market research and competitor analysis How to do competitor analysis for SEO How to spot what keywords they are optimising for (free tools) look at competitor link anchor text - http://www.opensiteexplorer.org get suggestions from Google based on competitor domain https://adwords.google.com/ko/KeywordPlanner/Home review competitor traffic (although not always accurate) http://www.semrush.com http://www.alexa.com get other ideas based on industry/niche http://www.wordstream.com/keyword-niche-finder How to check competitor rankings for keywords – there are lots of tools to choose from, some free, but to get all of the features you will most likely have to pay!
Workshop: Try to identify new keywords based on competitor research
On-page SEO (optimisation of keywords, meta data, URLs and HTML tags) Keyword / HTML optimisation URLs and meta data optimisation Important HTML elements - headings, sub headings, image ALT tags, links, and body text Importance of blogging and content freshness SEO copywriting (see following section)
Off-page SEO (do’s and don’ts of link building) How can you build high quality backlinks? Content is king! Guest blogging and content marketing Visual content – video, images, infographics Social media marketing and social sharing Link baiting techniques original content, ideas and research - anything interesting enough to catch people's attention ground breaking news (get there first) quirky content which could go viral don’t be scared to be controversial
Off-page SEO (2) (do’s and don’ts of link building) Things to avoid Article and press directories Poor quality business directories, which look like they’ve been built for SEO Duplicating / spinning content and submitting to multiple sites Over-linking content to your website Over-use of anchor text in links – keep your links varied and natural! Over-use of keywords in content (keyword stuffing) Spammy blog/forum commenting Buying links although we do appreciate there are cases where this might make sense if these links deliver high quality targeted traffic to your site - just make sure ANY link is set to nofollow to avoid a Google penalty Link wheels, blog networks or anything that looks artificial
Off-page SEO (3) (do’s and don’ts of link building) The trick is to find high quality, relevant websites that have good quality controls, then look for opportunities to gain backlinks – it’s all about content!
SEO and website copywriting Learn how to write for SEO but target your audience - and not Google - with compelling ‘calls to action’ and engaging content that users will read and share Be mindful of keyword and keyword densities but don’t obsess on them http://tools.seobook.com/general/keyword-density http://www.ranks.nl/cgibin/ranksnl/spider/spider.cgi?lang= Consider what is a meaningful and appropriate amount of content – look at a range of competitor’s content who rank well for your keywords
Workshop: Based on your keyword research: a) write a well optimised page for your website; and b) write an engaging blog post. For each, define the meta data and look at competitors to gauge how long the content should be
SEO strategy and action plans Create a digital marketing strategy which integrates SEO with your other online marketing activities (e.g. social media, PPC, PR, blogging, etc.) and ensure these can all be tied back to the business vision and goals Ensure larger sized SEO / marketing teams are clear on their individual roles and accountabilities - and ensure they are working together, towards the strategy Plan your SEO work each month – create action plans and set targets with regards to activity Monitor results, review effectiveness and revise the action plans accordingly
Workshop: Try to define a suitable monthly action plan and clearly define any roles, responsibilities and accountabilities within the team
SEO tools (basics) Setting up Google and Bing Webmaster Tools Creating XML sitemaps and submitting your site to search engines Creating robots.txt files Monitoring your backlinks using Webmaster Tools Setting up Google Analytics set up for SEO reporting / metrics Rank tracking and performance monitoring (ROI)
Workshop: Set up Google Webmaster Tools and Google Analytics if you don’t already have accounts
Revisit day 1 any questions?
Competitor research for link building Simply search for your competitor’s name in Google enclosed by quotes e.g. “competitor x” and see where they are listed See where your competitors are getting their backlinks from using http://www.opensiteexplorer.org There are lots of free and paid tools for checking backlinks
Recommended business directories for link building There are still some good quality free business directories but there are also thousands that are low quality ‘designed for SEO’ directories that should be avoided like the plague Submitting your site to the high quality business directories and social media sites will help, search, visibility and referrals http://www.yell.com https://plus.google.com http://www.freeindex.co.uk http://www.yelp.co.uk http://www.citylocal.co.uk http://www.crunchbase.com …
Workshop: Research competitor links using www.opensiteexplorer.org. Look at Linking Domains. Order by Domain Authority and identify 5 potential sites to acquire links from.
Social media, blogging and content marketing Refer to earlier section about dos and don'ts of link building Types of content marketing PR / news content (only use high quality moderated sites) – http://uk.prweb.com is probably the best known. Of all the PR providers they are usually the quickest to adopt changes in Google policies and practices Blogging – maintaining high quality blogs will be the simplest thing you can do to aid your SEO. Consider on-site blog vs. externally hosted blogs Consider the options available - WordPress.com, Tumblr and Blogger
Social media, blogging and content marketing (2) Social media – Google is favouring social signals (social votes) so get active on social media. At very minimum reserve you social media accounts and have a social sharing widget on your website High quality Infographics – infographics are very popular right now. If you can come up with visually appealing original content (the quirkier or more fact based the better), then people will want to share your content – each share equals a vote towards your SEO! Video content – YouTube is considered as the no. 2 search engine by many and there is no doubt that people engage better with video than text. Video content also tends to rank very well in search results providing it has been optimised properly
Workshop: Create a content marketing ideas document identify ideas and topics for blogs, news/press, infographics and videos. Consider how you would share this content using social media.
Getting to grips with Google and Bing Webmaster Tools Monitor your messages through Webmaster Tools Monitor errors and clean-up any technical issues highlighted Watch out for manual actions (Google Penalties) Ensure your sitemap is up-to-date and pages are getting indexed properly
Workshop: Review your Google Webmaster Tools account
301 redirects, canonical tags and duplicate content Duplicate content can happen for lots of reasons – glitch in your CMS, website migration (copy+paste), outdated SEO practices, etc. Be aware of the dangers of duplicate content and how to overcome them 301 redirects (htaccess) Canonical tags Robots (noindex) 301 redirect checker - http://www.redirect-checker.org Duplicate content checkers http://www.copyscape.com http://www.webconfs.com/similar-page-checker.php
Getting the most from Google Analytics What does the data mean? Visits Bounce Rate Time on site Landing page Keywords and issue with (not provided) data Setting up goals Tracking conversions/sales (for e-commerce sites) Funnel visualisation
Workshop: Review your Google Analytics account
Things you can do to improve clickthroughs and conversions Improving click-throughs from search results Goolge+ and authorship - your photo in search results Goolge+ publisher and company data Rich snippets – reviews, ratings, videos, recipies and products data for e-commerce (price, brand, quantity) Improving conversions KISS - "Keep it simple, stupid" One page checkout – a MUST for e-commerce!
SEO plugins for Joomla, WordPress or Magento (if applicable) Magento Rich snippets - http://www.magentocommerce.com/magentoconnect/rich-snippets-suite.html SEO suite (option a) - http://www.magentocommerce.com/magentoconnect/seo-suite-ultimate.html SEO suite (option b) - http://www.mageworx.com/seo-suite-ultimatevs-pro SEO suite (option c) - http://mirasvit.com/magentoextensions/advanced-seo-suite.html And much more… see http://www.magentocommerce.com/magento-connect
Workshop: Identify ways to potentially improve click-throughs and conversions
SEO plugins for Joomla, WordPress or Magento (if applicable) Joomla AceSEF - http://www.joomace.net/joomla-extensions/acesef-joomlaseo-sef-urls sh404 - http://extensions.joomla.org/extensions/sitemanagement/sef/10134 And more… see http://extensions.joomla.org Wordpress All in One SEO Pack - http://wordpress.org/plugins/all-in-one-seo-pack YOAST - http://wordpress.org/plugins/wordpress-seo And more… see http://wordpress.org/plugins/
Social media best practices and tools (time permitting) Platforms https://en-gb.facebook.com https://twitter.com www.youtube.com https://www.pinterest.com https://uk.linkedin.com https://plus.google.com http://instagram.com Which platforms are right for you
Social media best practices and tools (time permitting) Uses of social media Writing compelling content for social media Frequency of updates and investment required Generating engagement (likes, tweets, pins, comments, shares, +1s) Tools for social media management and reporting Using social media hand-in-hand with SEO
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