1. SEO for Google in 2015

2. Hello I'm Dave Taylor from Webmedia

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

4. You can download these slides later today http://www.davidtaylorwebmedia.com/googleseo2015

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

6. Why do SEO? Part of a business visibility strategy 89% of purchasing decisions involve the Internet at some stage Paid advertising Content marketing - social media, blogging, video Email marketing

7. Understanding Google in 2015 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

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

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

11. 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

12. Example.. 'kitchen worktop maintenance' I crafted this client website (especially home page) around that phrase

14. Look..at the top 20 organic ranking sites for your target phrase Is your site one of the 10 best?

15. I hear you ask.. “but how do I know which phrase to target?” The answer is keyword research

16. Let's look at a recent example.. Luxury self catering apartments on Lake Windermere

17. 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

18. Your action point number 1 Use the keyword research tool to decide what your target keyword is for each of your web pages

19. So now you have your home page target keyword.. How do you apply it? Each page of your site should be crafted around a target phrase: Meta data H1 tag has target phrase Target phrase in narrative text Minimum content amount on page Full contact details in footer Keyword attached to images Associated on-page keywords

21. Your action point number 2 Benchmark your site for your target keywords https://www.serplab.co.uk/

22. Your action point number 3 Craft each page of your website around a target phrase

23. What else gives your pages Google points? Blog posts or new content (summary link) Embedded video Embedded map Embedded reviews Internal site links Links out to other authority sites Content authority Schema mark up

24. Your action point number 4 Check your own site against this checklist and make an improvement plan

25. What else is Google interested in? Content authority This is about building a reputation with Google that you are an expert authority in relation to a specific subject

26. How do you build your authority with Google? Fresh published content (why blog?) In-bound quality links Reviews Social signals – share, like, comment, +1 Consumer time on site Citations Google My Business – Verified Backlinked email marketing Optimise your content so Google understands it

27. Your action point number 5 Get active on content marketing (don't miss Google+) Seek validations wherever possible

28. Your action point number 6 Encourage sharing of your content by providing a social share tool

29. Google is interested in good user experiences So first and foremost create the best possible pages for your visitors

30. Keys to a good user experience First impressions count – design quality Load speed Users are looking first for authority, credibility, relevance, and trust Your home page should have short items, scannable lists and 'fast to understand' content Your pages should be crafted around the needs of your target audience Mobile responsive

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

32. Google recognises click back on search results Your page has less than 5 seconds to impress Load speed Quality Ease of finding what they wanted Fulfilment

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

35. Your action point number 7 Look through the top 20 websites for your target keywords. See what content they provide and how it is organised. How can you apply this on your site?

39. Your action point number 8 Add business directory citations (yell.com) Google My Business (verified) Webmaster Tools – (see if Google is happy with everything it finds on your site) Seek new in-bound links Use web grader

40. Local Search Results Vs Organic What's the difference?

44. Any questions?