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Search Engine OptimisationHow search engines work and how to optimise a site for On-page and Off-page SEO for:

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IntroductionIn this overview of SEO we will look at

• What is Search Engine Optimisation (SEO)?• The value of SEO• How Search Engines work• How to optimise a site for On-page and Off-page SEO• Some SEO geek speak

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What Is Search Engine Optimisation?SEO is the active practice of optimising a web site by improving internal (onpage) and external (offpage) aspects in order to increase the traffic the site receives from search engines.

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The Value Of SEOA recent study by Bright Edge across multiple sites found that organic search drives 51% of all traffic and 40% of revenue for B2B and B2C websites.

This compared to 10% from paid search and 5% from Social.

* http://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063

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Industry ComparisonsThis study was broken down even further to examine the traffic distribution across different industries.

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Revenue To Traffic RatioWhen looking at the revenue share organic traffic was the highest performer across all industries except media and entertainment.

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The Importance Of SEOAs we can see organic traffic is very important to a business for:

1. Promotion/ Advertising and Brand Awareness2. Drive Traffic (Drive Users or Customers)3. Conversions/ Leads/ Sales

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What Are Organic Results?Organic search results are the most relevant ones according to the search engine for that query.

They appear below the paid search results.

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What Search Engines WantSearch Engines are in the business of providing relevant content to millions of users. Their goal is to provide the most relevant piece of content to a user in the fastest time possible.

In order to do this they analyse millions of pages against their algorithms to try and provide that result to the web browser.

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How Google Works1. Spiders crawl the web and

collect data

2. Pages are “filed” & get categorised according to complex algorithms

3. Users search Google

4. Google returns results from its own database

5. Users click through and visit the website/s returned from Google for their search query

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All Organic Results Are Not EqualGiven the high value of “Free” Search traffic there is a lot of work involved to get a website to rank well for key terms these days.

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SEO Campaign ObjectivesWhen looking at an SEO campaign we have several goals in mind:

• Increase & Maintain Search Engine Rankings• Increase Organic Search Engine Presence• Increase Number of Visitors through Organic Traffic• Increase Revenue For The Business

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The SEO ProcessResearch &

Analysis

Site Structure

Optimise Pages

Link Building

Analyse Results

Keep Improving

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Research & AnalysisOur initial SEO audits always begin with a significant amount of research and analysis before we make any recommendations.

KeywordResearch

CompetitorAnalysis

Site Audit

Recommendations & Action

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StructureOnce we have our keyword research completed then we can begin the process of building a site structure to fit our target key terms into.

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On Site SEOOn Site or On Page SEO is the practice of creating the best optimised page for our target key term we can that the search engines will find relevant for the content on it.

This involves optimising specific areas of the site including:

1. Title Tags2. Meta data3. On page content4. Internal linking5. Heading tags6. Schema markup

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Link BuildingLink Building or Off Page SEO is the practice of building relevant links into the website and deep links to internal pages to help them rank.

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Analyse Rankings & DataAs our rankings improve we must keep track of both traffic, rankings and conversions in order to see what is working well and what is not.

It is also highly important to keep track of any changes that are carried out and monitor the results in case there is a drop in rankings or traffic so the effects can be reversed.

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Client Dashboard - OverviewTo facilitate this we bring all your marketing metrics into one easy to use dashboard that you get access to 24/7

# Sample sections of data only from specific areas

SEO Overview

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Keep ImprovingAs we have seen the “Value” of SEO traffic is high and the race to the top is a continual one.

Search Engines regularly change their algorithms and competitors will continue to optimise and improve their rankings as well.

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SEO Geek Speak• 301 Redirect – A message that the URL has moved permanently. • 404 Server Code – Server cannot find the URL requested• ALT Text – Also known as alternative text or alt attribute.• Anchor Text - Words used to link to a page• Backlinks – All the links pointing at a particular web page• CPA – Cost Per Acquisition• CTR – Click-Through Rate• Deep Linking – Linking that guides to a very specific and relevant product or

category • Head Terms – Search terms that are short, popular and straightforward i.e "Red

Wine"• Landing Page – The web page at which a searcher arrives• Long Tail – Keyword phrases with at least three, sometimes four or five, words

in them• SERP – Acronym for Search Engine Results Page• Siloing – Siloing (also known as Theming) is a site architecture technique

# http://www.sempo.org/?page=glossary

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Conclusions1. Organic Search is a high value traffic source2. Sites are awarded rankings based on relevancy to the search term3. Relevancy is calculated based on algorithm checks for onpage and off

page optimisation4. By reviewing our competitve set we can understand what it will take

to rank and work towards the goal accordingly5. Getting good rankings takes time and effort to achive6. Once achieved rankings need to be maintained against competitors

trying to do the same

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The End?