Why does SEO matter?
The number of people using search engines to find information and brands grows year on year with over 3.5 billion searches daily through Google alone. People are finding businesses and the information they need though in increasingly diverse ways. Whether this be by finding local businesses through maps, images, search engine keywords or video. They're also accessing search through mobiles increasingly.
Nearly 70% of search engine traffic in the UK goes through Google.
If your business is not showing up when people search for information locally relating to your business then you're missing out and if you are spending money on Adwords you likely could get some of that traffic through to your site through SEO without paying for ad spend.
However, SEO is not as simple as paid search. It takes time, is increasingly complex, and there are over 200 ranking factors, each with various weights and balances (so countless variations), which go into Google's search algorithm. To add to that there is now something called the mobile-first index which is rolling out. This means that Google will rank your site based on the mobile user experience. So, you need to be great on mobile. You also need to have a fast site. Very fast. Google has also introduced the mobile speed update too which will favour fast websites. People visiting from search engines want a fast experience.
You also need to ensure you web pages are well structured and topically focused without going over the top. You need to understand how search engines understand web pages in order to structure both your pages and your website to be seen as relevant to search engine queries. You also need to understand how search engines are interpreting the search engine user intent when they ask for information through Google, or other search engines.
What You Will Learn
- How to structure your website so search engines understand the content well
- How to build a 'moments map' to capture the kind of searches (and build content for) your typical audience wants to find
- How to crawl a website and identify problems which can hold you back through technical SEO
- How to use Google's free tools (Google Analytics, Google Search Console and Google My Business) to identify opportunities, problems and increase visibility and traffic to your site
- How to carry out keyword research
- How to map user intent to the various stages of search through SEO
- How to build strong 'hub pages' to improve relevance in search
- How to improve your site speed using free tools
- How to check your site is mobile friendly and what 'mobile friendly' means
Please ensure you bring a notepad and ensure you have signed up (if you haven't already) to Google Search Console and Google Analytics.
About Dawn Anderson and Move It Marketing
Dawn Anderson has been a search engine optimisation consultant with her agency Move It Marketing for over 11 years and speaks at conferences around the world on the subject. She works with businesses in the North West as well as large well known UK and international brands and strong startups helping them to get more sales and traffic to their website through search engine optimisation strategies and website structuring. In addition to speaking at conferences around the UK she has spoken as far afield as the United States and Australia and also has provided training for some of the world's largest companies on the subject. She also lectures at Manchester Metropolitan University on Digital Marketing Strategy. In addition she is also a judge for the UK, US, EU and Northern Digital Search Awards. She is a Fellow of the IDM and holds both a Post Graduate Diploma and Master of Science in Digital Marketing Strategy.