1. A (Very Brief But) Interactive
Introduction To SEO
Thursday 6th March 2014
Steve Morgan
morganonlinemarketing.co.uk

2. What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankings
in search engines
@steviephil
SEOno.co.uk

3. What is SEO?
• SEO (Search Engine Optimisation)
• Increasing your rankings
in search engines
@steviephil
SEOno.co.uk

4. (Fun) Facts
• Google owns 90%+ of search
engine market share in UK
• Searchers are more likely to
click on organic results
compared to ads
@steviephil
SEOno.co.uk

5. (Fun) Facts
• PPC (Pay Per Click)
a.k.a. Google AdWords
c. 25% of clicks
• SEO
organic/natural results
c. 75% of clicks
@steviephil
SEOno.co.uk

6. (Fun) Facts
• c. 95% of searchers do not go
beyond page 1 of the search results
• If they haven’t found what they’re
looking for, they’ll revise their search
(…or give up)
• Comic source: http://xkcd.com/1334/
@steviephil
SEOno.co.uk

7. (Fun) Facts
• Higher rankings
=
more clicks
=
more traffic!
Source: http://moz.com/blog/atale-of-two-studies-google-vsbing-clickthrough-rate
@steviephil
SEOno.co.uk

8. First (important) step?
• Keyword Research!
• No point ranking #1 for a keyword that nobody searches for!
• Search volume data obtainable via the
Google AdWords Keyword Planner tool
• http://www.google.com/sktool/
(You need a Google AdWords account)
@steviephil
SEOno.co.uk

9. @steviephil
SEOno.co.uk

10. Interactive Exercise 1 – Keyword Research
• Use the Keyword Planner to see keyword search volumes
• Think about:
o Your business idea…?
o Is it more popular / less popular than you thought?
o Set your country of preference: UK or Global?
o Try variations, synonyms, singular vs. plural, etc.
o Its specificity: e.g. “shoes” vs. “buy blue trainers online”
o Be careful of words with double meanings:
e.g. trainers (type of shoes) vs. trainers (people who provide training)
@steviephil
SEOno.co.uk

11. The Main Factors of SEO
• When Google evaluates a website:
o Is it relevant?
o Is it authoritative?
o Is it trustworthy?
• How does it determine these things?
@steviephil
SEOno.co.uk

12. SEO – the code of a website
@steviephil
SEOno.co.uk

13. SEO – the website’s text
@steviephil
SEOno.co.uk

14. SEO – link building
Industry-specific
directories
PR
Business directories
Your-Site.com
Social media
Blog commenting
Forums
@steviephil
Guest blogging
Infographics
SEOno.co.uk

15. Interactive Exercise 2 – Link Analysis
• Use Open Site Explorer to see the links pointing to a website
• http://www.opensiteexplorer.org/
• Check one of the following:
o Your own website? The website your business idea aspires to be?
o A friend or family member’s website? A website you like?
o castlebikes.co.uk / celticseries.co.uk (Steve’s websites!)
@steviephil
SEOno.co.uk

16. SEO resources
• Moz’s Beginner’s Guide to SEO
http://moz.com/beginners-guide-to-seo
@steviephil
SEOno.co.uk

17. SEO resources
• Backlink analysis tools:
o Moz’s Open Site Explorer – http://www.opensiteexplorer.org/ (pictured)
o Majestic SEO – https://www.majesticseo.com/
@steviephil
SEOno.co.uk

18. SEO resources
• Moz blog (& Whiteboard Friday)
http://moz.com/blog
• Search Engine Land
http://searchengineland.com/
• DistilledU
https://www.distilled.net/u/
($40 per month BUT free demo)
@steviephil
SEOno.co.uk

19. Thank you!
My blog: SEOno.co.uk
Twitter: @steviephil
morganonlinemarketing.co.uk
@steviephil
SEOno.co.uk