1. SEO for Google in 2016

2. Hello I'm Dave Taylor Webmedia trading eight years in Chester Web design, SEO, digital marketing, training Visiting lecturer at University of Chester

3. A little about you What's your business? Why are you here today? What's your experience of SEO?

4. You can download these slides later today http://www.davidtaylorwebmedia.com/googleglasdir

5. What is SEO? A manipulation process that enables a specific web page to rank highly for a search query or queries that are regularly searched by those persons seeking your type of business

6. Why does SEO exist? 98% of searchers don't go past page 1 of Google Position 1 on organic can expect around 30% clicks Position 10 around 5%

7. Google's dilema Imagine 15 websites on a specific subject. All well designed. All informative. All accessible. All provide a good user experience. All give users what they came for. How does Google design which 10 to put on page 1 and which to leave out?

8. Let's see an example www.helpingyousettle.co.uk

9. Why do SEO? Part of a business visibility strategy The first stage to making a sale is that your business is 'visible' to your target audience

10. Steps to a sale visibility - engagement - relationship – conversion – maintenance

11. Online Visibility strategy Organic SEO Social media Paid advertising Email marketing Reviews Directories Which of these is your business visible on?

12. Why is SEO a good visibility tactic? Consumers trust organic Google results People find you, you don't find them People have no reason to trust paid advertising

13. Understanding Google in 2016 Google's job is to return, for any given search query, the most relevant and trusted web pages It is constantly changing to become better at this and to avoid those trying to cheat it Your job is to make it easy for Google to put your web page in the top 10

15. Give Google what it wants Authority Relevance Originality Trust Credibility

16. How Google used to assess these Authority Relevance Originality Trust Credibility On-page factors In-bound links

17. What has changed? Content authority is now highly important Social media has grown in importance Mobile responsive User behaviour tracking Hummingbird – understanding intent Poor links and poor content quality gets you penalised

18. Where do you start? If you want to rank Google page 1 for a specific search query then start by making your website one of the best 10 websites in the UK for that phrase

19. So let's start with 'keyword phrases' Keywords are the words or phrases that your target audience are searching on Google

20. So let's start with 'keyword phrases' Write a list of the top 10 phrases that you think the average person would search on Google if they were looking for your type of business Note: Chester web design and web design Chester are two different phrases to Google Now rank them 1 to 10, 1 being the phrase you think is searched most

21. Now we have to establish if anyone searches for those phrases you identified and if so in what numbers? Do a search for 'Google adwords keyword tool'

22. Demonstration Video

23. Now put in the keyword phrases you thought were most searched Were you right?

24. Using the landing page option to assess your competitor's keywords.. See if you can discover high volume keyword you never expected

25. This process is called 'keyword research' and companies can take weeks or even months to assess target keywords. Understanding 'short tail' and 'long tail' keywords Furniture – short tail Wooden antique love seat – long tail

26. Now you have to understand 'competitor analysis' Let's take the example of the keyword 'car vacuum' Open a private window in your browser and go to google and search 'car vacuum'

27. Competitor analysis is about understanding what is required to get your web page onto Google page 1 for a highly competitive keyword.

28. You can't just target the phrase with the highest search volume.... You have to consider competitor analysis Domain age Domain activity Content authority Social signals Choosing the right keyword phrase(s) to target is critical. Do not rush. It can take weeks

29. Competitor analysis tools.... Domain age Backlinks Domain authority Quantity of content

30. One method to assess CA is what backlinks are pointing at sites on Google page 1 https://monitorbacklinks.com/seo- tools/free-backlink-checker Take a website on Google page 1 that is ranking for your chosen keyword and use this tool to assess their backlinks

31. Another method to assess CA is looking at domain authority Search 'moz open site explorer' Demo

32. Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time.

33. Do a search for a Domain age checker Check the domain age of some of the sites on Google page 1 for your primary keyword

34. Amount of site content Go to https://www.xml-sitemaps.com/https://www.xml-sitemaps.com/ Put in the url of a competitor and create a site map. This will show you the amount of content on their site

35. Are those on Google page 1 active on social media with lots of engagement? The net result of keyword research and competitor analysis is to reach a conclusion about what keywords you are going to target

36. Now from this process you should have 1 primary keyword phrase for your home page 3 secondary keywords for the website

37. Let's take stock So far we have looked at What is SEO? Why do SEO? Keyword and competitor analysis Now we need to apply our keywords to the pages of our website

38. Page title Meta keywords Meta description H1 tag Narrative text Quality content No code errors (webmaster tools) Worktops by Crown We are letting Google know exactly what this home page is about

40. If your #1 target keyword is 'orange buckets' then your site needs to reflect this Look at the sites that rank top 10 for 'your target keyword'. What can you learn from them? Note down what you are going to do to change and improve your site.

41. Page title Meta keywords Meta description H1 tag Narrative text Quality content No code errors (webmaster tools) Rewrite your home page with your target keywords in mind Or note what changes you need to make

42. If your business offers a 'local' product or service then these are important: Contact details in footer and body of page Embed Google map Citations Google My Business

43. Using Google webmaster tools to check your page performance Video

44. Let's talk about user experience Google now takes much more notice of how people react to your content Click backs from search results Time on site Time on page Bounce rate

45. What does it mean? It is the experience the user has when they land on your web pages Did they see what they expected? Did they understand? Could they find what they wanted? Did they look around? Did they stay a while? Did they convert to your goal? 2 videos good and bad UX

46. When someone lands on your home page for the first time this is what they do.. the F scan

47. You need to deliver on the home page … professional look and feel … scannable content … headlines of key messages … content that overcomes barriers … content that engages … call to action

48. The key to good User Experience is understanding your target audience Let's take an example of www.helpingyousettle.co.uk

49. What I'd like you to do is note down some bullet points of your audience's needs and how your website currently meets them

50. Video Psychology of the web

51. Look..at the top 20 organic ranking sites for your target phrase Is your site one of the 10 best? What do competitor sites have that yours doesn't? Make some notes about what you are going to change

52. Power words New Now Free You Because The power of 3

53. Where is 'user experience' going? By the end of 2018 75% of all content consumed online will be video

55. Using Google Analytics to improve user experience Video

56. Benchmark your site for your target keywords https://www.serplab.co.uk/

57. What else is Google interested in? Content authority ie. indicators around the web that you are an expert authority in relation to a specific subject

58. How to build content authority 1. Publishing regular high value content Article sites Blogs Video sites Social media Email marketing Show Google new content by linking to it from your homepage Which of these do you do?

59. How to build content authority 2. Citations Free index Hotfrog Yell.com Yelp Which of these are you on? Why not add your business to one now.

60. How to build content authority 3. Reviews Google+ Yell Free index Ask a customer for a review now. Send them a link to make it easy.

61. How to build content authority 4. Social media Likes Comments Shares What's the last social post you did that got the above?

62. Exercise - video Create a Google My Business profile Create yours now

63. Exercise Write a high value blog post targeted at your audience's needs

64. How you build content authority with email marketing Video

65. Let's take stock again What is SEO Why do SEO Keywords and competitor analysis On page factors User experience Benchmarking SERP Building content authority Next Links Video Page load speed Crafting your Google search snippet

66. Now let's look at Links What Google wants to see: Good quality links Relevant links No spammy low level links Do follow and no follow A natural link landscape

67. Search Google for free backlink checker Look at the backlink results to your site Look at the backlink results to competitor sites Can you replicate any of these links?

68. Create a Channel on YouTube Create a video tour of your website http://www.atube.me/video/ Add your full url in the description box of the video Add you url in the channel settings Use your primary keyword in the title, description and tags Embed the video in a blog post on your site

69. How to get more links Getting quality relevant links is hard Ask for them Use sources like Chamber of Commerce Get someone to build them

70. Page load speed https://developers.google.com/speed/pagespeed/in sights/ Or search 'Google page insights' Test your home page and your competitors

71. What else gives your page Google points? Embedded video Embedded map Embedded reviews Internal site links Links out to other authority sites

72. Get active on Google+ Post value content with links back to website

73. Encourage sharing of your content by providing a social share tool

74. How Webmedia brings these elements together on its home page

81. Summary What is SEO Why do SEO Keywords and competitor analysis On page factors User experience Benchmarking SERP Building content authority Links Page load speed Share tools Google+

82. So what are you conclusions about SEO? What are you going to do?