This is a Small Business Development Corporation service funded by the WA Government

1. SEO Essentials for small Business This is a Small Business Development Corporation service funded by the WA Government

3. SEO Essentials Workshop Karen Dauncey

4. Who Am I? • Karen Dauncey • SEO industry for 15 years • Run Blue Cherry Online Marketing for over 10 years • The SEO School – launching soon • ASBAS Advisor

5. Summary of today • Why SEO is Important • What businesses it works best for • Keyword research • Keyword intent • On-page Optimisation • Measuring your results • Google Accounts including Google My Business

6. What is SEO • Not a black art • Google want to provide the best quality results • Make your website the best in the industry • 200+ ranking factors • On-page SEO • Off-page SEO • Long term strategy

7. Anatomy of a Google Search Results Page (SERPs) Google AdWords Google Maps Google My Business SEO

8. SEO Facts • Personalisation- really important • You can’t cheat Google • Users come before search engines • Google show different types of results based on the search query • Google will serve information up on the front page of the search results if they can • 15% of searches on Google everyday have never been done before

9. Knowledge Panel Desktop

10. Knowledge Panel Mobile device

11. Knowledge panel Mobile device (continued)

12. Featured snippetresult

13. How to searches Video search results

14. Featured snippet Cinema times

15. Keyword Research Find niche and highly relevant keywords for your business

16. Keyword Research • It’s keyword phrases not single keywords • Keyword Research- so important • Keyword Intent- equally important • You need search volume • Start with a brainstorm • Use keyword tools • Product & service based keywords

17. Search Intent Physio in Leederville that helps with back pain This search is for back pain Search results are informational

18. Keyword intent Physio in Leederville that helps with back pain This search is for Physio Leederville Business results in the search results

19. Keyword intent Mortgage broker in Joondalup This search is for home loans

20. Keyword intent Mortgage broker in Joondalup This search is for home loans Joondalup

21. Signage Company • Brainstorm • Go to www.icatcher.com.au • What keywords might someone use tosearch for this business. TOP TIP Ask your customers Ask on social media

22. Google Suggest • Google suggest • Do a Google search and press space

23. Google related searches • Google related searchesSearch for your keyword and scroll to the bottom

24. Keyword Tools • Keywords everywhere- https://keywordseverywhere.com/ • SEMRush.com- https://www.semrush.com/ • Google keyword planner if you already run AdWords and spend budget- https://ads.google.com • Use AdWords data

25. Keywords Everywhere

26. SEM Rush

27. Activity • Map out your website pages (just page names) • Bear in mind how many pages you have on your website • Consider keywords that closely match the content of your page • Start brainstorming your keywords (page in workbook) • Then begin extending the keywords to become 2-3 keyword phrases

28. Map out your website

29. Assigning keywords to pages • Assign the most relevant keyword phrases to each page (usually 1 or 2 phrases) • Base this on the number of searches and relevance of the keyword to the page • Use keywords that closely match the content of your page • Home page is most important

30. Homework • Map out all pages of the website • Do your keyword research • Find the best keywords for your business • Assign the keywords to individual pages

31. On page Optimisation Optimise your website for the keywords you want to rank for

32. On page optimisation • Process of adding keywords you would like to rank for to your website. • Two types of meta data that is well used for SEO. • Title tag is really good for SEO. • Meta name description helps persuade the reader to click through to your website. Click-through rates can help your SEO. • Don’t bother with the keyword meta data.

33. Title tags • One of the most important factors that can affect your SEO • Add your target keywords for each page to your title tags • Format: Keyword Phrase | Keyword Phrase | Business Name

34. Title tags (continued) • Write a unique title tag for each page • Tailor the title tag for each page based on the content of the page • Use 50- 60 characters • The title tag can be seen in a variety of places

35. Where does the title tag appear?

36. Meta name description • Encourages a user to click-through to your website result. • Can increase the click-through rate, this is positive from an SEO perspective. • Write individual meta name descriptions per page.

37. Meta name descriptions (cont.) • Include the keyword and USP or reason to click through in the meta name description. • 250- 300 characters long. • Even though you write a meta name description, it doesn’t always appear on the Google Search Engines Results page. • Google will sometimes choose a snippet of content from your page if they think it’s better or includes some relevant keywords based on what the user has searched for.

38. Activity & Homework • Assign the most relevant keywords to each webpage on your site (use the map out your website table) • Base this on the number of searches and relevance of the keyword to the page. • Use keywords that closely match the content of your page. • Write the title tags and meta names descriptions based on your keyword research. • Note down your search engine rankings of the keywords you are targeting before you update your website (use the keyword ranking table so you can monitor progress). • Update your website with your meta data

39. End result

40. Before you update your website Check your rankings Use an incognito window

41. Updating your website Update your website with your SEO Yoast plugin for WordPress websites You can find these fields on each page

42. Content Optimisation Add your targeted keywords to your content

43. Optimising Content • In it’s simplest form this is adding your keywords to the content. • But users come before search engines. • Naturally integrate keywords into the copy. • Google understands context of the content and understands the complexity of the language. • Google love good quality content. • Before you start adding keywords consider is your content interesting and engaging and if not, look to improve it.

44. How to optimise content • Add keywords phrases within sentences. • Create new sentences. • Rework existing sentences. • Ideally use exact keyword phrase. • But you can use filler words when you need to. • The rest of the copy should be highly relevant to the keyword so the whole page is in context to the search term.

45. Adding keywords to website headings • Use keywords in website headings, these are known as H1’s, H2’s, etc depending on the size of the heading.

46. Adding content to the end of paragraphs • You can also use sub-headings to break up the content and add keywords, if it makes sense to do so • You can also add sentences to the bottom of the page if you also need to add additional keywords to the page. See example below;

47. Creating internal links • Internal linking is creating hyperlinks throughout your website, to other pages of your website. • Look for opportunities to link on keywords you are targeting on other pages.

48. Optimising blog content to help other pages • If you have a blog.. • Add keywords to your blog posts that you are targeting for your product/ service keywords. • Hyperlink back to the product/service page that targets that keyword.

49. Long-tail of search • Top 100 terms: 5.7% of the all search traffic• Top 500 terms: 8.9% of the all search traffic• Top 1,000 terms: 10.6% of the all search traffic• Top 10,000 terms: 18.5% of the all search traffic Source: Moz.com

50. Blogs to rank for additional keywords • Set-up a blog and start creating useful relevant content for your business. • How to articles • Answer questions your customer regular have • Content that you can help them with based on your knowledge • Write about new products and services • Comment on what is happening in your industry • Case Studies • New projects • www.karendauncey.com/how-to-generate-ideas-for-a-business-blog