SEO Presentation

High Level SEO overview

08th December 2010

Facets of a website• Presentation

– Look and feel – images etc

Facets of a website• Presentation

– Look and feel – images etc

• Usability

– Easy to navigate

– Clear call to action

Facets of a website• Presentation

– Look and feel – images etc

• Usability

– Easy to navigate

– Clear call to action

• Content

– Relevant

– Sales focussed but interesting and readable

Facets of a website• Presentation

– Look and feel – images etc

• Usability– Easy to navigate– Clear call to action

• Content– Relevant– Sales focussed but interesting and readable

• Traffic– Brand name recognition / returning visitor– Other advertising– SEO to gain new visitors through Search Engines

Facets of a website• Presentation

– Look and feel – images etc

• Usability– Easy to navigate– Clear call to action

• Content– Relevant– Sales focussed but interesting and readable

• Traffic– Brand name recognition / returning visitor– Other advertising– SEO to gain new visitors through Search Engines

Search Engines and SEO• Yahoo

– Focus is primarily on page content; key-phrase count, placement etc

– Uses Keyword and Description Meta-Tags (invisible to user)

– Looks for relevance of back links

Search Engines and SEO• Yahoo

– Focus is primarily on page content; key-phrase count, placement etc

– Uses Keyword and Description Meta-Tags (invisible to user)

– Looks for relevance of back links

• Google

– Focus is primarily on Back links including referring page relevance

– Ignores Keyword and Description Meta-Tags

– Looks for relevance of page content as well as key-phrase count etc

Search Engines and SEO• Yahoo

– Focus is primarily on page content; key-phrase count, placement etc– Uses Keyword and Description Meta-Tags (invisible to user)– Looks for relevance of back links

• Google– Focus is primarily on Back links including referring page relevance– Ignores Keyword and Description Meta-Tags– Looks for relevance of page content as well as key-phrase count etc

• All– Need error free code to be able to ‘see’ the content– Pages should have 250+ ‘content’ words preferably nearer 500– Look for proper use of Headings to highlight important content– Change their algorithms regularly (at least in small ways)

General SEO Approach• First SEO run through of pages

– Get some SEO into titles, descriptions, keywords and content

General SEO Approach• First SEO run through of pages

– Get some SEO into titles, descriptions, keywords and content

• First CONTENT run through of pages

– Ensure content is going to sell the product / service (call to action etc) and is SEO targeted; also identify any new pages that would be beneficial

General SEO Approach• First SEO run through of pages

– Get some SEO into titles, descriptions, keywords and content

• First CONTENT run through of pages

– Ensure content is going to sell the product / service (call to action etc) and is SEO targeted; also identify any new pages that would be beneficial

• Second SEO run though

– Review SE positions; review SEO search terms and amend as needed

General SEO Approach• First SEO run through of pages

– Get some SEO into titles, descriptions, keywords etc

• First CONTENT run through of pages

– Ensure content is going to sell the product / service (call to action etc) and is SEO targeted; also identify any new pages that would be beneficial

• Second SEO run though

– Review SE positions; review SEO search terms and amend as needed

• Second CONTENT run through

– update content for any changed keywords/phrases etc

General SEO Approach - cont• Do a further SEO position check

– identify which key terms need most help and look for back links and other marketing techniques to aid these terms

General SEO Approach - cont• Do a further SEO position check

– identify which key terms need most help and look for back links and other marketing techniques to aid these terms

• Opposition SEO check

– get the numbers for keyword use on opposition pages (know what to beat), get ideas for new key phrases, and look at opposition back links for ideas

General SEO Approach - cont• Do a further SEO position check

– identify which key terms need most help and look for back links and other marketing techniques to aid these terms

• Opposition SEO check

– get the numbers for keyword use on opposition pages (know what to beat), get ideas for new key phrases, and look at opposition back links for ideas

• ONGOING

– continually monitor SEO positions, click through rates and conversion rates etc to look for CONTENT and key phrase improvements

SEO tools and aids etc• Custom spreadsheet

– Aid to tracking Search Engine position, key word counts etc

SEO tools and aids etc• Custom spreadsheet

– Aid to tracking Search Engine position, key word counts etc

• Google Keyword Tool– Identify which words and phrases are searched for and competition

SEO tools and aids etc• Custom spreadsheet

– Aid to tracking Search Engine position, key word counts etc

• Google Keyword Tool– Identify which words and phrases are searched for and competition

• Yahoo site explorer

– Helps identify back links to our site AND to opposition sites

SEO tools and aids etc• Custom spreadsheet

– Aid to tracking Search Engine position, key word counts etc

• Google Keyword Tool– Identify which words and phrases are searched for and competion

• Yahoo site explorer

– Helps identify back links to our site AND to opposition sites

• Google analytics

– Monitor traffic, identify used keywords etc

SEO tools and aids etc• Custom spreadsheet

– Aid to tracking Search Engine position, key word counts etc

• Google Keyword Tool– Identify which words and phrases are searched for and competion

• Yahoo site explorer– Helps identify back links to our site AND to opposition site

• Google analytics – Monitor traffic, identify used keywords etc

• Google webmaster tools– Identify problems on site; broken internal links; broken back links etc