4. Search Engine Optimisation
24
SEO Principles By Simon Wharton Managing Director
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This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & Pay Per Click advertising. You will find out what they are and how they can compliment each other. With companies increasing using both methods to target and reach customers getting the right mix has never been more important.
Transcript of 4. Search Engine Optimisation
SEO Principles
By
Simon WhartonManaging Director
PushON
is an Online Marketing agency dedicated to
promoting and improving the website visibility of NW
companies by enabling the people who are looking for the
types of products and services you provide, to find your
website quickly and easily.
Who are we?
• Established in 2005
• Team of 7 industry‐proven professionals with over 39 years of technical and
marketing experience in Online Marketing
• Council member for Manchester Digital (Trade body for North West ICT and new media sectors)
• Approved consultant to the MDDA for Online Marketing
• Member of the Chartered Institute of Marketing (CIM)
• Google Adwords
professionally qualified
• Demonstrable track record of success
• Holder of Professional Indemnity Insurance
Our Credentials:
• Organic search marketing
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Search Engine Optimisation (SEO)
−
Search Engine Marketing (SEM)
−
Social Media Optimisation (SMO)
• Blog
marketing
• Online PR (e‐pr)
• Viral marketing
• Pay per click (PPC)
• Website Analysis
• Consultancy
• Outsourced online marketing department/manager
Our core competencies and services:
What are Search Engines?
An ever growing catalogue of all the websites and pages they can find on the internet
The main search engines in the UK are:•Google: www.google.co.uk•Live (MSN/Microsoft): www.live.co.uk•Ask: uk.ask.com•Yahoo: uk.search.yahoo.com
How do Search Engines work?
In simple terms, they match a word or phrase submitted as a search term against their log of uses of that word or phrase
on websites that they know about.•For simple words or phrases, there may be several million
results•Search Engines use many criteria to rank those results for
relevance to your search term
Google search for Free ISP
PPC Results:
Organic Results:
Why is Organic Search Important?
•6 to 8 times greater propensity to click•Persistence of results•Better ROI over time•Natural development of long tail/niche terms
SERP Results Eye Scanning Research
UK Executed Searches:
Sourced from Hitwise
http://www.hitwise.co.uk/datacenter/searchengineanalysis.
php
Why do Search Engines Rank Sites?
Relevance!
How do Search Engines choose to Rank a Site?
Meta Data•Title•Keywords•Description
Use of text on page Frequency of updatesQuality of website code (indirectly)Age of domainLinks to page/site
•Volume•Quality
Many, many other criteria
Keyword Research: Seed List
•What keywords would you use to find a product or service like yours?
•What keywords would your Grandmother use to find a product or service like yours?
•What keywords do your known competitors obviously use?•What keywords do your actual online competitors use?
Free Online Keyword Tools:
http://tools.seobook.com/general/keyword/
https://adwords.google.com/select/KeywordToolExternal
http://www.ranks.nl/
Mapping Keywords
•Map Keywords to each page•Have 1 or 2 primary keyphrases
with 1 or 2 related
secondary terms•For the Free ISP example:
•Primary: free ISP•Secondary: free ISP UK•Tertiary: free ISP provider
Where to Use Keywords?
•URL•Page title•Meta data•Headings•Menu•In text•Alt text
Use of Keywords in Meta Data
Meta Description:•Use the primary and secondary keyphrases
in a
sensible sentence aimed at humans.•Length about 160 Characters•It is a call to action. •Some value in ranking
Use of Keywords in Meta Data
Meta Keywords:•Little value in search due to keyword stuffing
historically•Adds some context•About 8 – 10 unique per page
Headings
Headings H1 >
Use of Key Phrases in Text
Write good descriptive content in sensible chunksTry and sensibly repeat use of your key phrase in the body
text Limit of usage on a page should be 5% (opinions vary!)BoldItalics•Bulleted lists
Use of Key Phrase in Alt Text
Alt Text is an alternative to imagesImportant for the visually impairedGenerally appropriate to use a primary or secondary key
phrase
Internal Linking
Websites aren’t read like booksSensible linking using good anchor text helps:
•Develop themes•Guide the Human•Add emphasis on the keyphrase
on the linked to page
Questions and discussion
