Our Founder Maricka is talking at the Into The West Blogger Network in Radisson Blu Hotel & Spa, Galway on Sunday 8th February 2015. Maricka's focus on the day was #AllThingsSEO ... Let's face it, content is now so important to the longevity of SEO, bloggers are in a better position than most... Check out www.GalwayMarketing.ie/ for all details on OMiG (Online Marketing in Galway)

1. Into the West Blogger Network
Sunday 8th February 2015
SEO Tips for Bloggers
Follow @marickab @galwaymarketing @IMSMarketings

2. AWARDS
DIGITAL
SUMMIT

3. Times have changed…

4. SEO – Search
Engine Optimisation
What is it and how should I
use it?

5. What is SEO
Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic")
search results.

6. Google Organic Vs Google PPC
Google
Pay
Per
Click
Ads
(PPC)
–
Google
Adwords
Google
‘Organic
LisBngs’
–
LisBngs
you
do
not
pay
for.

7. Google Organic Vs Google PPC
Google Organic
• Free
• Trusted.
• Loves fresh, relevent and quality
content.
• Your company can show up via
company website, social media,
news etc – make sure YOU own
the space.
• Extremely competitive.
• Involves more work than you think
i.e. S.E.O – Search Engine
Optimisation.
Google PPC
• Increases visibility on search
engines.
• Allows you to be seen when you
may not be ranking high
‘organically’’.
• Extremely targeted advertising.
• Reaching potential customers at
the latter end of the buying cycle.
• Do not fall behind your
competitors.
• Can be useful when you have little
or no online visibility.

8. Content and
Inbound
Marketing
Low Budget, High Achievement

9. What is Content Marketing?
Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience - with the objective of driving profitable customer action.
What is Inbound Marketing?
Inbound marketing refers to marketing activities that bring visitors in, (blogs,
video, eBooks, Infographics, Social Media) rather than marketers having to go
out to get prospect's attention (e.g. Cold Calling, Door to Door sales) . Inbound
marketing earns the attention of customers, makes the company easy to be
found and draws customers to the website by producing interesting content.

10. What is thought leadership?
Thought leaders are the informed opinion leaders and the go-to people in their
field of expertise. They are trusted sources who move and inspire people with
innovative ideas; turn ideas into reality, and know and show how to replicate
their success.

11. Content is King!!
• 360 Approach
• Website at core
• Integrated set of tools
• Driven by content

12. The benefits of Content and Inbound Marketing
• Get clients knocking on your door!
• 90% of marketers now use Content Marketing (Content Marketing Institue,2013)
• 78% of consumers believe that organizations providing custom content are interested in
building good relationships. (TMG Custom Media)
• Blog give websites 97% more indexed links. (Content+)
• Articles with images get 94% more views (Content+ 2013)

13. Increase visibility
Content Marketing Approaches,
steps to increased visibility and
increased rankings

14. Increase Bloggers visibility
• Objective: To increase the visibility of any website we
most produce good informative content that serves a
number of purposes.
• It targets the users that are searching for particular products/problems/services
e.g. Custom Automation , Fixture Design and Moldflow.
• It displays Bloggers ’s extensive knowledge and expertise in this area.
• It has the potential to gain links from other sites
• It increases the authority and market leadership of the Bloggers brand.

15. Why does the approach work?
• Google wants to give the best experience for its users so
they have built an algorithm that best makes use of the 3
main types of searches that users make.
• “Make
Up
Tips”
1.
Ad
hoc
search
• “
How
to
use
eye
liner
properly”
2.
Known-­‐item
search
• “Bec
Boop
Make
Up
Tips”
3.
Named
page
search

16. 1. Ad hoc Search
1. With an ad hoc search, the searcher’s goal is to find as many relevant
documents as possible about a topic, as the need arises.
2. So for example “Make Up Tips” would be examples of ad hoc
searches.
3. The searcher probably does not want to go to a specific website at
this time. The searcher is relying on the search engine to deliver
many relevant documents (with corresponding links/URLs), and he/
she will browse those documents to learn more about this topic.
4. A great example here for Bloggers would be testimonials and an
extensive explanation of the types of make up and precise tips on
how to apply.

17. 2. Known-item Search
• The searcher knows a particular web page exists but does not always
know or remember where it is e.g. 20 Top tips to applying foundation.
• Bloggers can maximise this target searcher by building a strong brand
with extensive high quality content and expertise of their particular
area e.g. Make Up, Fashion, Food, Cars etc,.
• The searcher is at a different stage of the buying cycle, usually closer
to conversion.
• Long tail keywords are important in this instance i.e. 3-5 keywords as
opposed to 1-2 keywords in a search term.
• Optimise a site for long tail keywords through case studies, fresh
content, news, local news.

18. 3. Named page Search
• With a named page search, the web searcher wishes to go to a specific
page within a website, a page that the searcher recalls seeing or
visiting at a previous time. E.g. Bec Boop, So Sue Me Blog
• Bloggers can grow this by adding more engaging and useful content to
their site.
• At this stage searchers are a lot closer to conversion.
• To get to this stage Bloggers have to increase their online presence
and brand awareness.
• Thought and industry leaders.

19. Top 10 SEO Tips
for Bloggers
So much to choose from where do
I start?

21. Top Onsite SEO Tips
1. Always have some phrases in mind for you as a blogger
e.g. Make Up Blogger Ireland, Teen fashion blogger etc.
2. Always have key phrases in mind for each individual
article.
3. To really control your onsite SEO make sure you know
how to edit your Meta data i.e. SERP details (Meta Title
and Data)

22. Top Onsite SEO Tips
4. Ensure who have a H1 heading on all key pages on your
site. Ensure it is keyword rich.
5. Make sure you know how to control all this data, in
Wordpress there are tools such as Yoast
and All in One SEO.
6. Ensure all the pictures you use are optimised for SEO
i.e. low file sizes and alt tagged with the appropriate
keywords.
7. Add your blog to Google Webmaster and make sure
they can read all the necessary pages on the site. i.e.
make sure it is indexed. Fill instructions here.

23. Top Onsite SEO Tips
8. Make sure the url structure is not too long, if full titles
are pulling through shorten them to pull through
keywords.
9. Optimise your social meta data too i.e. the images and
information that is pulled through to social media. Use
SEO tools mentioned above like Yoast or All in one SEO
for this.
10. Finally, measure, analyze and optimize. Use Google
Analytics, Google Webmaster for overall statistics.
Consider using MOZ to monitor keyword rankings. Use
this as a basis to make decisions for optimization.

24. BRINGING
EVERTHING
TOGETHER
Content Marketing + Onsite SEO

25. SEO Effort Needed
Content
MarkeBng
70%
Onsite
SEO
30%
Effort
Needed

26. Increasing Visibility
Increasing
Visibility
Onsite
SEO
Content
OpBmisaBon
Backlinks
Content
MarkeBng

27. All Online Mediums are a Support to
your Blog/Website?
Website
Facebook
TwiTer
TradiBonal
Advertsing
Shop
Floor
YouTube
Pinterest
Email
MarkeBng
PPC

28. How do Bloggers approach this?
• The great thing about the 3 main types of searcher’s is that many factors for each
actually overlap into the next type. So by optimising for one we inherently will increase the
performance of the others.
• 1. Onsite SEO: Optimise the website from a technical SEO point of view as much as
possible
• 2. Content Optimisation: Flesh out the websites to show off Bloggers ’s years of
experience and knowledge i.e.. Produce great content that adds value and people want to
read.
• 3. Backlinks: The next stage is to promote this online. Promotion online is done by
getting links from other websites to yours. These are called backlinks. The more backlinks
from industry related websites to the Bloggers ’s websites that Google see's when it
crawls the internet, Google will assume Bloggers to be a “popular” website and thus their
keyword rankings will increase. To achieve this we need to produce a Content Marketing
Plan.

29. How do Bloggers approach this?
• 4. Content Marketing: A Content Marketing plan usually lasts anywhere from 3 to 9
months and lays out a path to ultimately increase the rankings of the website.
Notes:
• Create a content plan to complement the keywords and your blogging objectives for the
next year ( start off with 3/6month plan).
• Backlinks will increase with Content Marketing also.
• Keyword and planned goals would be reported and reached at each 3 month mark (one
month is not a sufficient amount of time for change).

30. Check out the following links
• eMarketer- http://www.emarketer.com/
• Hubspot - http://www.hubspot.com/
• SEO Tips for Posts -
https://yoast.com/seo-friendly-blog-post/

31. Follow @marickab @galwaymarketing
@IMSMarketings