3. Why SEO?
80% of people will click top organic sites.
Organic V Paid searches.
Chances likely to fall to 0% of click-through if not
on first page of search results.
4. What is SEO?
Search Engine Optimisation (SEO) involves the
process of altering or “optimising” a website so
that it does well in the organic, crawler-based
listings of search engines.
Landing pages should be highly optimised.
5. What is SEO?
Search Engine Marketing (SEM):
SEM is the process of marketing a website via search
engines, both organic listings, paid listings or both.
SEO and SEM are interlinked.
Goal: high ranking of website pages in search engines.
SEO takes time – remember 80% click on organic sites.
7. Why SEO?
Search Engines
http://computer.howstuffworks.com/search-engine
Web spiders look for links, go through pages
and build a list of words and notes where they
were found.
Index built on own system of weighting.
Web spiders encode date to save space,
compressing the information. Data is then
stored for users to access.
8. Why SEO?
Spiders take Web pages content and create key
search words that enable online users to find
the pages they are looking for.
Ranking involves comparison of your web
pages to others and looks for keywords. After
this comparison, they are ranked.
Links are also important to a site.
Spiders cannot get into flash and so a website
needs spider friendly pages too.
9. Why SEO?
Ranking involves comparison of your web pages to
others and looks for keywords. After this comparison,
they are ranked.................................but how do we
compare ourselves to others.
Always keep you competition in mind!
Browser search tool bars:
E.G: google search bar. Page rank.
SEO is a continuous process.
11. Optimising Website Pages
Website code:
HTML/XHTML
Spiders cannot get into flash and Javascript and
so a website needs spider friendly pages too.
Search-friendly domain names:
www.aplus.net – available domain names
Using keywords in URL will help it stand out.
Consider company name and what it does in
the URL
12. Optimising Website Pages
Search-friendly page titles:
This is where search engines put the most
weight.
Important to have a distinct title.
Beginning of title most important.
Search-friendly meta keywords and
descriptions:
Keep meta-tags by title.
Search engine will read beginning first in
description. Keywords must reflect description.
Search engines can create snippets of
description. May also take a combination of
meta-description tag and combine it with body
text.
Meta-data important for ranking.
13. Optimising Website Pages
Search-friendly body text:
Use keywords in the body of the text.
The closer search term phrases are in the text,
the more searchable they are.
Most keywords should be earlier in the text.
Headings and specialised text:
Use bold statements
Bold text for important words
15. Optimising Website Pages
We build pages (
www.webuildpages.com/tools):
Header checker tool
Spider viewer
Search friendly website:
E.g: Contact us – Contact LYIT
About us – About LYIT
Think about keywords constantly in set-up
16. Keyword Research
Control : We have control over our website, we
do not have control over what people type in to
search engines – KEYWORDS.
How people search:
Broad to narrow
Broad search – more competition
Narrow search – fewer search results
(importance of choosing correct keywords).
17. Keyword Research
See your site through the searchers eyes:
http://www.enquiroresearch.com/
How do you know what words are throwaway
words??
allintitle:(Word) – words in title of browser.
Know your customers – what are the search terms
they would use?
18. Keyword Research
SEO tools:
Google suggest – suggests what you may be
looking for.
Google Adwords Keyword tool.
https://adwords.google.com/select/KeywordToolExt
(Different to Adwords - paid, this is free).
Search based keyword tool:
http://www.google.com/sktool/
Google Adwords (paid)
Google Analytics
19. Keyword Research
Keyword Research:
Dictionary, for example, www.reference.com
Encyclopaedia, www.wikipedia.org
Thesaurus, http://thesaurus.reference.com/
Market Leap tools: (www.marketleap.com)
Free and paid search engine marketing tools
Keyword verification
We build pages (
www.webuildpages.com/tools):
Search combination tool
Keyword density analysis
20. Keyword Research
Website analytics tools: google analytics
Measures traffic and hits.
Competitor keywords:
Domain names
Page titles
Meta description and keywords
Body text
allintitle: (word)
allinurl: (word)
21. Keyword Research
Keyword research:
Keyword is used by a web search, search engine
and SEO to match most relevant information.
Use tools to determine keywords, for example,
we build pages search combination tool.
Keyword type:
Company and brand name
Generic names
NB: use generic as well as brand to improve rank.
Keywords and descriptions should reflect one
another – if you are saying something in your
description, it should be reflected in keywords
22. Keyword Research
Stop words:
Search engine may not record extremely
common words to save space and speed up
search.
http://www.lextek.com/manuals/onix/stopwords1.h
Landing pages:
Do not dilute the homepage with too many
keywords.
Different pages will have specific keywords.
Traffic does not have to go to homepage all the
time.
Long tail principle:
Do not go too broad – if we optimise for a niche
we will have more keywords for more pages, e.g:
23. Keyword Research
Keep in mind –
“Choosing the right keywords is often the
difference between getting found in search and
not getting found. As a result, keyword research is
the foundation of an effective online marketing
strategy.”
24. Keyword Research
The first phase of creating the initial
Keyword Opportunity List involves
brainstorming as many keyword ideas as
possible.
a. Listing root brands and product/service names
(e.g. lawyer)
b. Brainstorming variations of product and brand
related keywords
c. Talking to clients to determine what terms they
use in search
d. Studying competitors’ sites
26. Link Building
• Backward links – shows the inbound links to
the website. Inbound links represent those links
that you think are relevant.
Market leap – link popularity check.
Also looks at competitors
Aim to get links from sites with a high page rank
Text inbound to you is important as spiders
put page rank energy on inbound links to
you.
www.webuildpages.com
Google, e.g.: link:www.lyit.ie
27. Link Building
It is important to know what people are saying
about you. Can also use backlinks on google
toolbar.
Market Leap tools: (www.marketleap.com)
Free and paid search engine marketing tools
Link popularity check
Researching competitor links can also be
valuable, particularly in identifying link
opportunities or niches that could also be useful
to your link building campaign.
28. Link Building
Link building tactics can be divided into
those that are:
Completely manual
A combination of manual input and editorial
decisions
Completely editorial
29. Link Building
Completely manual tactics
Comments sections in other websites
Links on social networking sites
Online press releases – adding links to website
A combination of manual input and
editorial decisions tactics
Relationship building with sites and others that
may link to your website
Contacting site editors to tell them about your
website content
30. Link Building
• Completely editorial tactics
― Unprompted Links to your website due to the
quality of content onsite
31. Link Building
Techniques
Ensure quality content.
Content that others want to link to.
Create a blog as a means of continually adding quality content
to your website.
Directories – general and niche
Make contact with those who can link to you
Website owners
Bloggers
Companies
33. Directories
This involves people indexing websites. It is
edited by people and not bought or paid for.
Directories do not supply as much information
about a website. They supply a link to the site and
a small description.
Company should attempt to get in all directories.
Google, Yahoo and MSN are main directories – all
related to one another.
http://www.google.com/addurl/?
continue=/addurl
http://siteexplorer.search.yahoo.com/submit
34. Directories
About.com lists numerous search engines:
http://websearch.about.com/library/tableofcon
tents/blsearchenginetableofcontents.htm
This includes niche search engines.
Company’s can also be added to local search
results, such as:
www.superpages.com
www.yellowpages.com
http://yp.yahoo.com/
www.truelocal.com
35. Monitoring Progress
Excel or word can be used to track keywords and
log submissions.
Track changes over time and make notes.
Check for indexing of pages.
Type in site in search engine & references will
show.
Submitting to search engines:
Yahoo, MSN, Google – all connected, main are
enough.
36. Monitoring Progress
Submitting to directories:
www.dmoz.org – feeds most directories.
Monitor pages:
Use tools, market leap, search engine
saturation.
Continually monitor your website against that of
competitors
Hubspot free website grader too – also takes
social media into account – Remember that
social media also impacts SEO.
http://websitegrader.com/