SEO involves optimizing web pages to increase their ranking in search engine results. It is an effective marketing strategy as it allows a site to reach highly targeted visitors through organic search at low cost. While search engines regularly update their algorithms, SEO remains important by focusing on providing relevant content through techniques like keyword research, on-page optimization of elements like meta tags and headings, and off-page optimization through links. The presentation recommends following search engine guidelines through white hat SEO tactics like blogs and videos rather than black hat tactics.

2. Search Engine Optimisation
Art or Science?
2012 Version
Presented by
Julian Hall

3. What is SEO?
 Improving a web page's results in the search engines
 Optimising a site to a search engines criteria
 SEO convinces search engine spiders to crawl your
pages more frequently
 The act of altering a web site so that it does well in
the organic, natural listings of search engines

4. The Power of Pull
Pull Marketing – Visitors come to you!
Consumers start the conversation
Give them what they’re looking for
Relevance

5. Why Bother?
Highly Targeted Sales Medium
Markets While You Sleep
Long Term Strategy
Cost Effective

6. The Most Cost Effective
Way To Obtain Leads
£35.00
£30.00
£25.00
£11.50
£4.50
Source: Piper Jaffray

7. Who’s Doing It?

8. What About The Search Engines
(SE’s)?
80%
15%
5%

9. HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2000

10. HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2003

11. HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2006

12. HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2009

13. HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2012

14. How To Implement SEO
Keyword Research
On Page Optimisation
Off Page Optimisation

15. Keyword Research
1
2

16. On Page Optimisation
Heading Tags, Image Tags, Meta-Tags
Keyword Density & Proximity
Copy Length & Originality
Site Maps
Compliancy
Site Structure

19. Off Page Optimisation
LINKS
X Reciprocal Links
One way links
Outgoing links

20. SEO Bad Guys aka Black Hat
• Hidden Text
• Keyword Stuffing
– Copy
– Alt tags
• Submissions
• Splash pages
• Flash
• Link Farms
• Buying Links
• Link Velocity

21. SEO’s Good Guys aka White Hat
Blogs
Articles
News
Video
Google Sitemaps

22. Future of SEO
Relevance Add Value
Algorithms & Fashion Don’t Follow
Guidelines Stay Close

24. Summary…
Not Doing It? – Your Missing Out BIG
Get Rich Quick?
Not in Control of Algorithms
No Guarantees
Part of Marketing Mix
Follow SE’s Advice
Golden Fleece - FREE Traffic!