SEO Workshop with The University of Nottingham 2016

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SEO Workshop
November 10th 2016

Adam Vowles
Head of Digital Marketing
https://www.twdg.co.uk
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Resources & Worksheets
Download at:
http://vowl.es/ingenuity

On Site and Off Site SEO
Unoptimised
-
Optimised
-
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United Kingdom
90%
5%
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Russia
58%
34%
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On Site SEO Process
A website needs auditing
constantly
Audit Implement Re-audit

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Technical Audit Template:
http://vowl.es/audit

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On Site SEO:
Understanding
Indexation & Accessibility

The Search Engines Need To Be Able To
See Your Content
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View Website Cache
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View Website Cache
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View Website Cache
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Organic traffic increased by 930.73%
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On Site SEO:
How to create a good
WEBSITE ARCHITECTURE

Website Architecture
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On Site SEO:
Picking the right
KEYWORDS

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Long Tail Keywords

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answerthepublic.com

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On Site SEO:
How to make your website
SUPER FAST

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Why Is Speed Important?
47% of your target audience expects your website
to load in under two seconds.
More than half of all U.S. online shoppers won’t
buy from a site if it loads slowly.
For every 1 second of improvement they
experienced up to a 2% increase in conversions.
For every 100 ms of improvement, they grew
incremental revenue by up to 1%.

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GTmetrix.com
Insert your subtitle here. This space is good for short subtitle

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tools.pingdom.com

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whichloadsfaster.zomdir.com

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On Site SEO:
How to take advantage of the
SEMANTIC WEB

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Schema Mark-up
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebPage",
"breadcrumb": "Homepage > Category > Great Hypothetical Widget",
"mainEntity":
{
"@type": "Product",
"image":"http://www.example.com/image-of-the-great-widget.jpg",
"name": "My Great Hypothetical Widget",
"description": "The description of the great
hypothetical widget and an overview of its
greatness."
}
}
</script>

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Schema Mark-up
• JSON-LD
• Use a Schema mark-up creator or use
plugins
• Use the Schema mark-up testing Tool
• Place in the <head> section of your
website

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On Site SEO:
Understanding
CONTENT

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Google Panda
February 2011
The change aimed to lower the rank of "low-
quality sites" or "thin sites", and return higher-
quality sites near the top of the search results.

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Thin / Duplicated Content
Similar content
Duplicated across URLs
Minimum text on the page
Copied and pasted

Long content ranks
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Keyword Cannibalisation
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Keyword Cannibalisation
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On Site SEO:
How to optimise your
META DATA & HEADINGS

According to Survey Monkey, 43.2% of people click on a given result, based on the meta
descriptionalone.
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On Site SEO:
How to optimise for
MOBILE

Mobile is now bigger than desktop
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Mobile Is HUGE
- 50% of users begin their search on a
mobile devise (88% for local
searches)
- Mobile traffic is growing at 125%
compared to desktop at 12%
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On Site SEO:
WORKSHEETS

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On Site SEO Worksheets

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Google Penguin
April 2012
The goal of Penguin is to reduce the trust that
Google has in sites that have cheated by
creating unnatural backlinks in order to gain an
advantage in the Google results.

Metric Tools
Trust Flow above 15
Citation Flow no more than x2 Trust Flow
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Analyse backlinks to check for spam

Link Building Process
STEP TWO
STEP ONE
STEP THREE
STEP FOUR
Search in the search engines using specific search
engine operators.
Check results and paste into Excel.
Send email template.
Follow up.
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Off Site SEO:
Link building with
GUEST POSTING

Find Other People’s Website To Post
Content On
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Off Site SEO:
Link building with
Content That Generates Links

Find Who Links To Your Competition and
Replicate Their Links
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Content Format #1:
Go-To Guides
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https://www.quicksprout.com/the-
advanced-guide-to-seo/
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2.07K links from 752 websites
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One page is better than a lot of websites
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Content Format #2:
Expert Roundups
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Off Site SEO:
Link building with
COMPETITOR ANALYSIS

Find Who Links To Your Competition and
Replicate Their Links
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Off Site SEO:
Link building with
LINK ROUNDUPS

They are searching for great content
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Off Site SEO:
Link building with
BROKEN LINK BUILDING

Find Broken Links And Get Them
Changed For Yours
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Off Site SEO:
WORKSHEETS

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Off Site SEO Worksheets

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Any Questions?

SEO Workshop with The University of Nottingham 2016

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