search engine optimisation fundamentals

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Search Engine Optimisation

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Search Engine Optimisation

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Download Slides from www.159.be

Slides Available from www.wiltswebdesign.co.uk

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Search Engine Optimisation

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Search Engine Optimisation

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So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

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Search Engine Optimisation

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• Introduction • Why SEO• Search Engine Optimisation• Other Google Territory• Close

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Search Engine Optimisation

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I don’t think my website’s working for me, what can I do?

How do I get more people to visit my website?

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Search Engine Optimisation

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How is your website performing right now?

I don’t think my website’s working for me, what can I do?

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Search Engine Optimisation

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Everything on the internet can be measured

You just have to know how

If it can’t be measured – it’s probably not worth doing

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Search Engine Optimisation

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Website performance – what you need to know

• How many visitors does your site attract?

• What do they do whilst they are there

– How many pages do they look at?– How long do they spend on the site?– How does this compare against the targets set for the site?– How many conversions occur?

• Sales• Email contact• Subscription• Calls

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Search Engine Optimisation

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Analytics – www.google.com/analytics

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Search Engine Optimisation

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Webmaster – www.google.com/webmaster

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Search Engine Optimisation

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Lots of visitors but not many enquiries?

Let’s look at your siteHow do I get more people to visit my website?

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Search Engine Optimisation

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Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?

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Search Engine Optimisation

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Does it Grab the Attention?

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

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Search Engine Optimisation

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Great conversion % - then let’s look building visitor numbers

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Search Engine Optimisation

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Search Engine Optimisation

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Search Engine Optimisation

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What IS SEO – and what’s all the fuss about?

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Search Engine Optimisation

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What IS SEO – and what’s all the fuss about?

Andy Poulton

SEO is the art and science of making a web site “Search Engine Friendly” in order to move the site higher in the Search Engine Results Pages [SERPs] without loosing site of the intended target audience

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Search Engine Optimisation

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The Problem

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Search Engine Optimisation

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Search Engine Optimisation

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83% of web users use Search Engines

95% use Google

50% of users go beyond page 1

10% of users venture past page 2

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Search Engine Optimisation

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The Solution

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Search Engine Optimisation

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What’s the big secret?Do the right things right

and

get the right results

There Isn’t one!

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Search Engine Optimisation

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Are you registered?

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Search Engine Optimisation

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www.dmoz.org

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Search Engine Optimisation

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How do Search Engines Work?

• Search Engines use Robots to Spider sites

• Search Engines rank web sites against own unique criteria

• Sites can be optimised if criteria understood

• These criteria are NOT fixed !

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Search Engine Optimisation

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1

2

3

4

Google72%

Yahoo

12%

Bing 10%Ask 4%

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Search Engine Optimisation

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Probably the most important content on your web site

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Search Engine Optimisation

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Choosing Keywords

• Think like a customer• Think laterally• Brainstorm Keywords• Ask everyone

– Search using your keywords and see what appears

• Use the free Google keyword tool http://goo.gl/ah50

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Search Engine Optimisation

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Search Engine Optimisation

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Where do they go?

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Search Engine Optimisation

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HTML Title

• about 80 characters• 3 or 4 keywords• Make each page title relevant to each particular page

Where to place Keywords

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Search Engine Optimisation

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Search Engine Optimisation

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Meta Description Tag

– Limit to around 150 characters– Use on every page– Customise for each page

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Search Engine Optimisation

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Alternative Attribute – aka Alt Tag

– Every Image needs one– Build Keyword Count– Comply with Disability Discrimination Act - Accessibility

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Search Engine Optimisation

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HTML page name

www.sbas.org.uk/non-executive-director.htm

– Images

non-executive-director.jpg

• Use keywords for Text Links [Anchor Text]

Non Executive Directors

Name files with keywords

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Search Engine Optimisation

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A Highlighter for the Search Engines

Header Tags <H1> </H1>

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Search Engine Optimisation

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Where the Keywords go – A Summary• Page Content • HTML Page Title• Meta Page Description• File / Image Names• ALT Attributes• Header Tags• Navigation Link Anchor Text• URLs

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Search Engine Optimisation

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What Else Counts?

Backlinks

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Search Engine Optimisation

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What Else Counts?

link:www.thecompetition.co.uk

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Search Engine Optimisation

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What Else Counts?

Google will measure your site based on “relevance”

• The number of times it is clicked in a search

• Where is the site hosted?

• How fast do the pages open?

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Search Engine Optimisation

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What Else Counts?

Domain Name

• Does it include any Keywords?

• How long ago was it registered

• How long is it registered for?

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Search Engine Optimisation

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Remember

Your web site is for your

CLIENTS

not the search engines

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Search Engine Optimisation

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Get Found - Google Base

Google

Base

www.google.com/base

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Search Engine Optimisation

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www.google.com/places

Get Found - Google Local

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Search Engine Optimisation

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ww

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lace

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Get Found - Google Local

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Search Engine Optimisation

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What’s Next?• Critically assess your site

• Research keywords thoroughly

• Ensure your keywords are in the right places

• Monitor performance

Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics

• Continually monitor your site’s ranking and make improvements where possible

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Search Engine Optimisation

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Andy Poulton

M: 07966 547146

andypoulton

andypoulton

andy@wiltswebdesign.co.uk

Delivering traffic to your website