Top Secret SEO

Published on February 2017 | Categories: Documents | Downloads: 30 | Comments: 0 | Views: 239
of 8
Download PDF   Embed   Report

Comments

Content

12

Glossary
We thought we'd add a glossary covering off some of the buzz-words in SEO these days… Link Juice - Used to describe the PageRank/vote which can pass from one trusted page, through the link, to another page Googlebowling - Attempting to knock sites with newly registered domains down the SERPS by deliberately pointing too many low quality links too quickly at them Stemming - A process incorporated in algorithms to deliver results based on a word's root spelling Link spam - Links between pages whose purpose is to artificially raise rank in link-based ranking algorithms Pagejacking - An unethical technique which uses redirects to trick search engines into associating content from one page to a web address owned by someone else Scraper sites - Designed to 'scrape' content to create more content for a website. Theft is theft. A big no-no SERPS - Search engine result pages Share of Voice - Frequency of exposure of a site within a specific set of keywords Spamglish - Keyword-spam rubbish used to attract high SERPs. A usability nightmare and not the brightest move

An insider’s dossier on

Search Engine Optimisation
File No.1 of bigmouthmedia’s exposé series bigmouthmedia’s

ion he miss t

is ept it… se to acc Engine you choo ould Search sion, sh d that is igned Your mis e minefiel nings as the mal n g rstand th to unde its begi marketin . From search timisation arketing, Op e m of onlin underdog of ROI. the king is now earch ed a s s you ne ite, s need ve a s nd thi you ha ign, a l if mpa gita Fact: ing ca e her di market messag our ot with y engine keting t mar igned al obus to be or a r ties f activi unts for now acco can of and PPC) SEO ut it's a ncluding spend… b Search (i ntees, rketing zy guara nline ma nd cts, cra 57% of o geting a y contra mark tar off-thems; dodg u make wor ques, ow do yo s techni rnt? gs. So h dangerou y dealin ckets) bu kly shad s (and po finger ome fran s your to t don’ get dossier sure you her this ut toget s p media ha industry. Bigmouth off the ed by SEO the lid take es offer to be portuniti he op pitfalls tlined t portant a We've ou you get se all-im ensure ged tho and flag ts. sier will os nt resul . This d h excelle aware of vice wit able ser reput on… our missi k with y Good luc

CONTENTS
1) Find ing the right SEO 2) Warn agency ings 3) Thei r expert ise 4) Inte rrogatin g your S 5) Ethic EO agenc s y 6) Prot ecting y our bran 7) Keyw d ords 8) Keyw ords and No1 posit 9) Repo ion rting an d result 10) Age s nt relat ionships 11) Lea ked by… 12) Glo ssary

1

finding THE right SEO agency
2

So you need to find an SEO agency… where do you start? Check out the agency's own search position. They'll be competing with the best in their field for terms like 'search engine optimisation' So how do they . rank? If they can't do it for their own site, how can they do it for yours? Check the longevity of their clients - are they happy, long-term clients? Ask for references Are they a one-trick pony or can they integrate search with PPC, Display and Affiliates for a seamless online message? Check if the agency is involved in shaping the industry, beta-testing platforms for the engines and driving professionalism through partnership with bodies like E-consultancy, Search Engine Watch, and the IAB Do they have a firm grip of this fast-moving industry? Can they handle personalised search and video search? Things change at stellar speed, so you're looking for an agency with its finger on the pulse, constantly monitoring the changes in -house and issuing authoritative comments and reactions Look out for signs of front men and one-man back-bedroom bandit operations. Make sure your agent doesn't subcontract the work. You need to know exactly who you are dealing with. Who is taking responsibility?

WARNIN

GS

An SEO agen cy should never own your behalf anything on ; no doorwa y pages, an domains. In d no shadow any case, bo th are in co of Google's ntravention SEO guidel ines and me being held an you risk to ransom by your ag ency Beware of sticky cont racts. If as good as the agency they say th is ey are, wh need to ti y would th e you in fo ey r a year? Make sure the agency is flexible shift the ca enough to mpaign to a training an level if yo d consultanc u decide to y take the SE O in-house Remember th at good SE O works wi and bad SE th usabilit O works ag y ainst it

There are 1.7bn sear ch queries out in the carried UK monthly (PWC)

3

their expertise

's t STOP! It sional to SEO… bu t a profes to rush in g and reques It's easy e followin op around sh k about th critical to . oposal As ed pr and detail : with your must-haves grate SEO how to inte C campaigns? ow Do they kn and PP , Display , Affiliates deo search e way in vi a optimisation leading th Are they social medi ed search, personalis ? and mobile analysis? er journey derstand us e service Do they un of what th ll details ? ve fu ents Do they gi t requirem d your inpu they 'get' process an brief? - Do an accurate ke Do they ta r you? your brand? sed copy fo ity optimi create qual technical Can they et-leading trate mark mons Do they de s? their risk expertise? links and ? rstand paid de el tracking Do they un -c multi hann ansparent, fer tr Do they of

Bi of gmo tr fici uthm ai al ed ni ng E c ia i pr ons s a ov ul n id ta er nc y

4

TING INTERROGA O AGENCY E OUR S Y
5

u and ent do yo of ag ence eri Name ? f exp amage ars o rom d ny ye ave? and f w ma am h br 1) Ho ur te act? fy my yo contr demni ave? long ou in you h ll y to a ign? ce do 2) Wi tied ien campa be exper r my ill I fo al 3) W chnic ou be at te s? can y ? tive 4) Wh eport tancy nova of r onsul ow in mple and c ign? a sa 5) H ee mpa ing n I s my ca train pply n my 6) Ca ting ou su ork o ntrac n y ll w b-co 7) Ca at wi be su th u team ices? ll yo h my 8) Wi t the off O wit I mee in your my SE Can ign ate 9) gital ntegr campa er di you i y oth will ivities? m ow with 10) H ther act iaise o you l ll ow wi ? tent? 11) H gencies? ancy a y con nsult suppl rt of ld co u pa bui an yo very site 12) C off e ffer sign you o o and ? 13) D gree progress l I a n ) Wil campaig 14 the

ETHICS

Be wary of 'guara nteed po reeks of sitions' three th . This ap ings - ei you PPC proach ther they listings 're sellin disguise be guaran g d as SEO, teeing ac or they hievemen really ob might t of list scure ke ings for yword ph just be ta rases. Or lking bull they migh until th in the ho t eir purs pe you do es are fu n’t realis ll . e We reckon it's best to get it mouth. He re s what from the ' Google ha horse's s to say on the su bject…

Nuff said .

6

PROTECTING AND OUR BR Y
7

cy to ng an SEO agen ty scary allowi It can be pret be recommending ght online. They mi s to your represent you sthetic change ords. , l content or ae technica off-target keyw me changes or site, domain na sider Would you still con Ask yourself this: nges to your site cal cha making those techni day, ? At the end of the if it wasn't for SEO ence of to the user experi good SEO should add c through attracting traffi your site whilst s the search engine go to l your SEO agency To what extent wil m your competitors? y fro steal traffic awa ncies ue, with some age This is a huge iss close to ents dangerously putting their cli n trademark litigatio erience the necessary exp Ask if they have ? Is this an SEO brands working with valued e of tands the importanc agency who unders your brand? nal ncy has Professio Insist that the age Cover Indemnity

KEYWORDS

Make sure you and the agency agree on keywor from the beginn ds ing. Are they co mpelling, compet keywords that itive will convert? Can you change keywords mid-ca the mpaign? Are yo u limited to a specific number of keywords?
8

Single ke ywords AN D Number 1 positions
It's a tricky on e this; the re ality is that than 86% of al more l searches are for two or more words. Maybe yo u'd get better traffic and RO 2+ keyword phra I from ses? The bottom line here is th the agency shou at ld discuss this with you, so yo both clear abou u're t the marketplac e and have ambi but realistic tious, expectations.

9

art to u should st effect so yo ent a snowball eks of cont It's thin 6 we provement wi see an im optimisation crucial (KPI's) are e Indicators a benchmark y Performanc Ke u need campaign. Yo as well as for any SEO you began, know where ternal port so you reports. Ex re dates and ges will progress up an regular algorithm ch ency particular sure your ag issues, in gn so make your campai affect l times ahead at al is one step i-channel way in mult to cy lead the ersions down es the agen Do break conv g? Can they splay played reportin SEO and Di at part PPC, show you wh isition? in the acqu ics osen analyt with your ch agency work Can the provider?

ults and res ng Reporti

10

RELATIONSH

IPS

lement tand and comp agency unders ? Even Does your SEO ing activities gital market selves? your other di fer these them , can they of better , l your technica ency aware of Is your SEO ag straints? ng re gal or brandi budgetary, le and siness needs ive to your bu agencies e they sensit Ar ware of ey change? Be flexible if th ' all solution ne size fits 'o that offer a fit? ity… do they : the personal them, And of course closely with be working ter all you'll Af ! you like them so it helps if self destruct probably not s, document will This out more hint s but to find in 15 second ster for our regi rcover news, tips and unde letter at: weekly news

11 13

Leaked by...

Bigmouthmedia Bigmouthmedia has been involved in digital marketing since the dawn of the industry, pioneering results-focussed, ethically integrated digital marketing and winning numerous awards along the way. Now with over 200 staff in 10 countries, we work with more than 300 major brands globally across 24 languages. Want to know more about integrating SEO? Pick up the phone and speak to one of our mouthy experts on 0845 130 0055 or email [email protected] [email protected]

wsletter ewsletter media.com/ne hmedia.com/n www.bigmouth

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close