Presentation on theme: "#techtourism#techtourism Stephen Whitelaw September 25 th 2014. Driving the Right Traffic to your Website."— Presentation transcript:
#techtourism#techtourism Stephen Whitelaw September 25 th 2014. Driving the Right Traffic to your Website
#techtourism#techtourism Agenda What is SEO? Natural v Organic SSL Do’s and Don’ts Webmaster Tools Google Analytics On-site and Off-site challenge Timing, Catering, Toilets and Fire Alarm Info. Please feel free to Tweet this morning
#techtourism#techtourism Stephen Whitelaw 30+ years in software / web / internet / digital media. Consulting, workshops, seminars, keynotes www.linkedin.com/in/stephenwhitelaw www.kimtag.com/stephenwhitelaw @toowist
#techtourism#techtourism Introductions Name Business Outcomes from Workshop?
#techtourism#techtourism Aims for today This workshop aims to give you a deeper understanding of the following: Website traffic How search engines work The importance of keyword research and fresh content How social media activities can help you on Google Improving search engine positioning Monitoring the health of your website
#techtourism#techtourism What is Search Engine Optimization (SEO) ? “ The process of improving web pages so they rank higher in search engines for your targeted keywords.” (Thus we need to understand what words and phrases are used by target audience)
#techtourism#techtourism Why is it important 1 of 2?
#techtourism#techtourism Why is it important 2 of 2? The vast majority of clicks -- roughly 60 percent, go to organic listings. Organic Clicks vs Paid Clicks
#techtourism#techtourism Different Traffic sources exist Search traffic Direct traffic Referral traffic Campaigns
#techtourism#techtourism Web search engines Search information on the World Wide Web Web pages, images, videos, information and other file types Automated process Complex algorithms to determine rankings Entire site searchable Updates to site should be picked up Examples www.google.com www.yahoo.com www.bing.com
#techtourism#techtourism How Search Works… www.youtube.com/watch?v=BNHR6IQJGZs
#techtourism#techtourism Have a friendly and easy to navigate website ! www.youtube.com/watch?v=cbtf1oyNg-8
#techtourism#techtourism 57 signals! Our Search History. Our location – verfied the browser we use. the browsers version The computer we use The language we use the time we need to type in a query the time we spend on the search result page the time between selecting different results for the same query our operating system our operating systems version the resolution of our computer screen average amount of search requests per day average amount of search requests per topic (to finish search) distribution of search services we use (web / images / videos / real time / news / mobile) average position of search results we click on time of the day current date topics of ads we click on frequency we click advertising topics of adsense advertising we click while surfing other websites frequency we click on adsense advertising on other websites frequency of searches of domains on Google use of google.com or google toolbar our age our sex use of “i feel lucky button” do we use the enter key or mouse to send a search request do we use keyboard shortcuts to navigate through search results do we use advanced search commands (how often) do we use igoogle (which widgets / topics) where on the screen do we click besides the search results (how often) where do we move the mouse and mark text in the search results amount of typos while searching how often do we use related search queries how often do we use autosuggestion how often do we use spell correction distribution of short / general queries vs. specific / long tail queries which other google services do we use (gmail / youtube/ maps / picasa /….) how often do we search for ourself
#techtourism#techtourism sort by: Relevant Important Uncomfortable Challenging Other Points of View
#techtourism#techtourism Search engine market share Country specific 9 out of 10 searches in the UK are conducted on Google Stats
Is SEO cheating Google! Don’t do (Blackhat): Hidden content, keyword stuffing, link farming, doorway pages, IP cloacking. [Duplicate content] Do (Whitehat/ethical) : Fresh up to date relevant content, inbound links, friendly URL’s.
Make connections secure Secure Google https://www.google.com !https://www.google.com
#techtourism#techtourism EV SSL Certificate Extended Validation SSL certificates – highest level of trust [Tells your customers the company is real and trusted]
#techtourism#techtourism Google Panda & Google Penguin
#techtourism#techtourism Google Panda Penalise websites of low quality and those with low quality content. Introduced Feb 2011 Google Penguin Bring down websites that violate Google’s Webmaster Guidelines and use black-hat SEO techniques. e.g. excessive link building keyword stuffing cloaking, doorway pages meaningless content Introduced April 2012
#techtourism#techtourism Launched about 30 th August 2013. (On 15 th Anniversary of Google) Affected 90% of all websites. The goal is to provide results that actually answer the question. Resurgence of the Long Tail. Conversational and more natural search.
#techtourism#techtourism Useful SEO terms … SEM = PPC and SEO Backlink PageRank Anchor Text NoFollow Title Tags Meta Tags SERP SandBox
#techtourism#techtourism Dos and Don’ts for SEO Don’t : Directory submission Guest Blogging Compensated Links Do: Content Marketing Blog Create great content on your site and your social media assets
#techtourism#techtourism Author Rank is no more !!! … rel=author and rel=publisher
PageRank … is a measure of trust and authority.
#techtourism#techtourism Google – The Mission Statement “Google’s mission is to organise the world’s information and make it universally accessible and useful.” Larry Page, Google co-founder and CEO, once described the “perfect search engine” as something that “understands exactly what you mean and gives you back exactly what you want.”
#techtourism#techtourism Duplicate content can be caused by: Same content different url Data feeds Scraper sites The Solution to Duplicate Content: Update internally Redirect http://googlewebmastercentral.blogspot.com/2009/02/specify- your-canonical.html http://googlewebmastercentral.blogspot.com/2009/02/specify- your-canonical.html Duplicate Content
#techtourism#techtourism Duplicate Content on your site & another The Panda Update (released April 2011) Check “sample text“ into google Use www.copyscape.comwww.copyscape.com Duplicate Content
#techtourism#techtourism Duplicate Content RBS Group has basically set up two sites with identical URL structure, theming and content. The cost of saving on content is the loss of valuable search traffic
#techtourism#techtourism Discoverability Tips how to check if a single page is indexed: insert cache:www.yourwebsite.co.uk into the search bar how to check how many pages are indexed insert site:www.yourwebsite.co.uk into the search bar
#techtourism#techtourism Responsive Web Design (RWD) … The beauty of this is that responsive design does not need to be code-specific to every device out there. It intelligently changes the content based on browser width. If it’s designed correctly, your user will no longer need to zoom in to find content.
#techtourism#techtourism RWD also applies to emails !
#techtourism#techtourism Richer Interactivity - RichUI DeepZoom/SeaDragon/Silverlight www.gigapixel.com/image/gigapan-canucks-g7.html www.360cities.net/gigapixel/strahov-library.html Very Hi Res images - http://bit.ly/cfvqBNhttp://bit.ly/cfvqBN
#techtourism#techtourism Reviews – do they matter?
#techtourism#techtourism Google Analytics does NOT count spiders, bots and crawlers
#techtourism#techtourism www.google.co.uk/analytics / Measure the return on investment of your web-site: Number of visitors How long they stay Where they come from What they do on the site… And much more…
#techtourism#techtourism Web Analytics Definition … “Web analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing web usage”
#techtourism#techtourism Visitors o Characteristics Browser, new vs. return, location Traffic o Origins Keywords, refers, pages Content o Effectiveness Bounce rate, paths, navigation summary What is Google Analytics?
#techtourism#techtourism When analysing data… Review data e.g. look at one of your high level reports. Do Segmentation e.g. drill deeper into the data. Learn Something i.e. gain some insight(s) Repeat above steps You will NOT find some silver bullet inside your data then change it and have 5x revenue !!
#techtourism#techtourism What is Web Analytics similar to? The x-Ray machine is like the Web Analytics Tool The patient is your website The x-Ray machine will detect and display pictures of broken bones (skull, finger etc..) – however it will NOT end your pain or fix any of your problems – for that you need someone who can read and interpret the x-ray and then take action or tell someone to take action. i.e. The best analytic tool in the world will not do it for you – you still need smart people to interpret the data and prioritise actions e.g. fix skull before finger etc..
#techtourism#techtourism Some basic maths ! If 99 visitors to your site spend £0 and the 100 th visitor spend £1,000 Question : What is the average visitor spend? Answer : Average visitor spend is £10 i.e. £1,000/100 = £10 ! Technically it is true, so be careful with your interpretation of averages/numbers
#techtourism#techtourism Top 10 Myths About Google Analytics.. MYTH 1: "You get what you pay for." Google Analytics is free, which means the system is down a lot. MYTH 2: Google Analytics is basic and doesn't have any "advanced" features or metrics MYTH 3: Google Analytics only supports third-party cookies MYTH 4: Google Analytics is not really accurate MYTH 5: It's not possible to export your data from Google Analytics MYTH 6: With Google Analytics you can't control your data MYTH 7: There is no professional support for Google Analytics MYTH 8: Google Analytics does not support A/B or multivariate testing and isn't well-integrated with other tools MYTH 9: You can't segment data in Google Analytics MYTH 10: You have to spend a lot of money to get "real" web analytics
#techtourism#techtourism Google Analytics Measure Learn Take action
#techtourism#techtourism Google Webmaster Tools – use as well as GA Tells you : The errors on your website e.g. 404 errors How often people link to a page How often a page appears in Google Search Results Information on how Google crawls your website Sitemaps information [You see nothing about Bing, Yahoo etc.. Only Google here!]
The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site. If page is higher than average site bounce rate percentage, focus on changing content on that page (blogs are different though): Bounce Rate
#techtourism#techtourism Bounce Rates – what is good/bad/normal ?
#techtourism#techtourism Bounce Rate summary 0% Bounce Rate means that every visitor has visited at least 2 pages per visit, i.e. if your entry page does not equal your exit page for all visitors then you have an amazing site. 100% Bounce Rate means that all the visitors left your site on the page they arrived at. eg Contact Us page, Blog page, Customer Support. [Sometimes a high bounce rate is good i.e. they clicked on an advert and left or clicked on a link and visited one of your other sites]
#techtourism#techtourism Google search Every day Google answers more than three billion questions from people around the globe in 181 countries and 146 languages 15%+ of the searches everyday have never been searched before !!!! – how can this be true? – Discuss.
#techtourism#techtourism Indexing Googlebot – Google’s web crawling robot Deep crawling Follows all links Fresh crawls Google crawls through over 20 billion pages per day
#techtourism#techtourism Ranking factors Over 200+ factors considered Constantly evolving PageRank Increasing social signals Knowledge Graph Google Search Ranking Factors [Infographic] tagseoblog.com/images/infographic-google-ranking-factors.jpg Search Ranking Factors: Rank Correlation [Infographic] searchmetrics.com/media/images/ranking-faktoren/searchmetrics- infographic-ranking-factors-us-2013-.jpg searchmetrics.com/media/images/ranking-faktoren/searchmetrics- infographic-ranking-factors-us-2013-.jpg
#techtourism#techtourism Recent changes Google Hummingbird – Sept 2013 overhauled algorithm to better cope with longer, more complex queries Google Penguin - April 2012 (Penguin 2.0 – May 2013) lower rankings for violation of Google’s Webmaster Guidelines targeting black-hat SEO techniques Google Panda – Feb 2011 lower rankings for “low-quality” or “thin” sites higher quality = more content and less advertising Google Algorithm Change History – www.moz.org/google-algorithm-changewww.moz.org/google-algorithm-change
#techtourism#techtourism PageRank Link analysis algorithm Numerical weighting measuring importance Links count as recommendations Quantity and quality of links to a page Tools Chrome Extensions Firefox Add-ons
#techtourism#techtourism Indexable content HTML or text format Challenges with rich media files, images and video Text alternatives and descriptions where possible
#techtourism#techtourism Link structure Follows available links to fetch all content Orphan pages
#techtourism#techtourism Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
#techtourism#techtourism Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string
#techtourism#techtourism Google Knowledge Graph (GKG) Used by Google to enhance its search engines result with semantic search information gathered from a wide variety of sources. e.g. wikipedia, freebase August 2014 – Google announced the Google Vault (which contains the GKG) – the Google Vault is an accumulation of facts from across the entire web – i.e. site scraping.
#techtourism#techtourism Google Now Googe Now is a personal digital assistant that is available within Google Search on: Android devices & Apple ios devices & Google Chrome browser on desktops
#techtourism#techtourism www.Schema.org Schema markup makes it easier for Google to find and index information on your website. See www.schema.org for schema generators e.g. restaurants can add opening hours, menus, prices, address, telephone number etc..www.schema.org
#techtourism#techtourism Keyword research To be found for “hotel edinburgh”, “hotel edinburgh” has to appear on your site You must understand what your customers search for Fixed content vs. fresh content Tools Google Keyword Tool - adwords.google.co.uk/keywordtool (now Keyword Planner)adwords.google.co.uk/keywordtool Wordtracker - wordtracker.com | freekeywords.wordtracker.comwordtracker.comfreekeywords.wordtracker.com Google Trends – www.google.com/trendswww.google.com/trends
#techtourism#techtourism Keyword research Search volume Competition High volume & low competition
Google Trends Google Trends is a publically available Google tool that shows you how often a particular search-term is entered relative to the total search- volume across various regions of the world, and in various languages. Google Trends also allows you refine a search by region and time period.
#techtourism#techtourism Page content Write for users, not search engines Make all content indexable Title tag Description tag Heading tag(s) Alt tag(s)
#techtourism#techtourism Title tag Ability to specify page title ” … ” Less than 70 characters Displayed on results page Optimisation vs. sales vs. call to action Page specific Primary Keyword - Secondary Keyword | Brand Name Brand Name | Primary Keyword and Secondary Keyword
#techtourism#techtourism Description tag Ability to specify page description Roughly 155 characters Displayed on results page Optimisation vs. sales vs. call to action Page specific Not a ranking factor since 2009
#techtourism#techtourism Heading tag Ability to specify section / paragraph heading ” … “ to “Welcome” and “Homepage”
#techtourism#techtourism Content Write for users, not search engines Write for the web & Primary and secondary keywords Keyword stuffing Readability Duplicate content
#techtourism#techtourism Alt tags Ability to specify image description Image search Image file name
#techtourism#techtourism Page name Ability to specify page name / URL e.g. www.etag.org.uk/whats-on/etag-events www.etag.org.uk/whats-on/etag-events Include content structure Readability Sharing
#techtourism#techtourism The page overall Be hyper-relevant to a specific topic (usually a product or single object) Include subject in title tag Include subject in URL Include subject in image alt text Specify subject several times throughout text content Provide unique content about a given subject Link back to its parent page Link back to its homepage
#techtourism#techtourism Creating content Fresh content Write for users, not search engines Blog, news, articles, guides, tips Demonstrate your expertise Unique content On-going task
#techtourism#techtourism Content Fixed content Who we are What we do Contact details Fresh content Blog Latest News Articles Guides Insights Dynamic content Latest updates Tweets / Facebook updates Featured items Upcoming events Most popular Related items
#techtourism#techtourism Backlinks PageRank Referring traffic Paid vs. free vs. organic Link building Share worthy content Anchor text On-going process
#techtourism#techtourism Sources of links Blogs Forums Directories Spam links Social Tools www.ahrefs.com www.majesticseo.com www.opensiteexplorer.com
#techtourism#techtourism Google Disavow Links Tools
#techtourism#techtourism Social signals Number of fans / followers Account activity Age of accounts Mix of messages Links
#techtourism#techtourism Measuring SEO success Keyword Ranking. Website Traffic. Increase in "Share of Traffic" per keyword. Increased Revenue/keyword. Increase in Impressions ( good for Publishers to show advertisers). Lower dependence on Paid Search. Lowering the cost per acquisition.
#techtourism#techtourism Rel=nofollow – What is it ? nofollow is a value that can be assigned to the ”rel attribute” of an html a element to instruct search engines that the hyperlink should not influence the link target's ranking in the search engine's index.
#techtourism#techtourism Rel=nofollow – How do you know ? e.g. bbc website are follow links. e.g. wikipedia are nofollow links.
#techtourism#techtourism How to access Google+ www.google.com/www.google.com/+ or plus.google.complus.google.com or www.google.com/pluswww.google.com/plus or Use Mobile App …
#techtourism#techtourism Why use Google+ Over 550 million online (many many business customers) Helps with your SEO a lot! Communities, Hangouts, Photos Very easy to use and powerful Superb privacy/security controls Perfect for sharing content Circles are a very powerful tool Great mobile experience.
#techtourism#techtourism Google Remarketing – what is it ? www.youtube.com/watch?v=_2ihfnGZ6Fk
#techtourism#techtourism Google Remarketing … Some facts: 70% of visitors abandon their shopping carts 96% of visitors to a site leave without completing the action you want. Remarketing allows you to re-engage with them as the surf other sites on the web (GDN) i.e. you have an opportunity to win back lost potential customers. In order to use remarketing you must link Google Adwords with Google Analytics You need to make 1 small (1 time) change to your Google Analytics code. Google Analytics then allows you to create lists of users to use get back in front of and you are able to remove them from the list once they have been converted.