This guide will help you leverage the power of Search Engine Optimisation (SEO) to maximise the visibility of your website and all relevant content, to ensure your brand,products and services are at the top of relevant search results, and consequently front-of-mind for your target audience.
Overview
The internet is overwhelmingly the number one source of information for business buyers (as demonstrated by the Buyersphere Report), and consequently competing effectively in the search engine results pages is critical for B2B brands. However, the precise criteria which search engines such as Google use to rank different websites is a closely guarded secret, and is also constantly evolving in response to changing search behaviour and technological advances. Consequently effective SEO is not only a moving target, it is also an extremely complex environment.
The SEO Best Practice Guide offers comprehensive insight and practical guidance into search engine optimisation, giving marketers the guidance that they need to optimise the ranking of their websites, and to make improvements where necessary to raise their standing. It breaks down the often technical jargon surrounding SEO down into accessible language, without skirting the necessary detail and discussion required to gain a comprehensive overview of the required tasks, and helps marketers self-diagnose areas for attention and create strategies for on-going improvements.
This guide will help you:
- Benchmark your current activity – understand how your current level of optimisation and keyword activity measures up against best practice standards.
- Understand terminology and jargon – familiarise yourself with the very specific language of SEO.
- Refine and hone your activity – identify areas for improvement and a plan for adoption.
- Get better results – improve effectiveness and your ability to report and demonstrate ROI.
- Be strategic and sustainable – adopt an approach that meets long term as well as short term objectives, and does not undermine the viability of your customer relationships through this channel.
- Future-proof your activities – ensure your practices and communication strategies are robust enough to withstand new developments and upcoming changes in customer behaviour and preferences.
This guide covers:
- Content – advice on structure and article types.
- Design and formatting - how visable presentation and design should be set up to ensure content is most easily accessible and widely viewed.
- Segmentation and advanced targeting - advanced use of data, including segmentation to different groups to drive up effectiveness.
- Integration - how to use email best in harmony with other communication channels, to ensure the best contact strategy.
- Analysing the results - best practice in terms of results and understanding interaction and behaviour, with the aim of ultimately increasing effectiveness.
Section 1 – Introduction to SEO
1.1 Search engine optimisation
1.2 The UK search engine market
1.3 Why use search engine marketing?
1.4 SEO's place in the internet marketing mix
1.5 How search engines work
Section 2 – Technical SEO – The foundation of SEO
2.1 Site architecture
2.2 URL structure
2.3 Canonicalisation
2.4 Sitemap
2.5 Geotargeting– hosting and domain
2.6 Technical toolbox
Section 3 – On-page SEO
3.1 Keyword and competitor research
3.2 Conducting competitor research
3.3 Organising your research
3.4 Keyword research tools
3.5 Writing content with the search engines in mind
3.6 Keyword mapping
3.7 Current most important areas for content optimisation
3.8 Anchor text optimisation of internal linking
Section 4 – Off-page SEO
4.1 The Page Rank algorithm
4.2 TrustRank
4.3 The future importance of links
4.4 Link development
4.5 Evaluating link equity and carrying out link analysis
4.6 Link generation methods
4.7 Online public relations
4.8 Link baiting
4.9 Social media marketing as part of link development
4.10 Link analysis tools
4.11 Why link analysis is important
Section 5 – Universal search
5.1 Optimising image content
5.2 Optimising video content
Section 6 – Google Places
6.1 Creating a local business listing
6.2 Optimising your local listing
6.3 Data citations
Section 7 – Web analytics
7.1 Free and paid platforms
7.2 Importance of analytics when doing SEO
7.3 Setting up Google Analytics
7.4 Tracking the right metrics in analytics
This guide is suitable for:
- Marketing directors
- Marketing managers
- Web managers/editors
- Anyone whose role is focused on increasing website traffic and effectiveness, either directly or through an agency
