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How to get to the top of the
search engines (SEO)

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Topics Covered
1) How search engines work
2) What search engines are looking for on your site
3) Researching keywords
4) Optimising your website so that it gets to the top
of searches. How it gets to the top of searches.

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How Search Engine Works

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How Search Engine Works

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How Search Engine Works

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How Search Engine Works

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What search engines are looking for on your site
 Social
 Backlinks
 Technical
 Content

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Social

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BackLinks

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Technical

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Content

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Researching keywords
 Getting started with a brainstorm list
 Acknowledging that you need a keyword research tool
 Refining your list using suggested keyword phrases from an
analysis tool
 Verifying keyword phrase relevance
 Looking at search volume to determine consumer demand
 Analyzing the competitive space to make sure you and the
searcher think the keywords mean the same things, and to decide if
the space is too competitive

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 Ensure Your Site Has High-Quality Information
 Help Search Engines Find Your Site
 Encourage Others to Link to You
 Identify the Keywords For Which You'd Like to Be Found
 Place Keywords in Prime Locations
 Ensure a Search-Friendly Web Site Architecture
 Keep Your Site Fresh
Optimising your website so that it gets to the top of searches

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Ensure Your Site Has High-Quality Information
 The cornerstone of any optimization strategy — or just a good Web
site strategy, for that matter — is a lot of great, relevant information
tailored to those you'd like to attract to your site.
 A large volume of high-quality content helps with a number of the
steps listed below — for instance, you're more likely to have
information that's useful to any particular person, you're more likely
to include the key phrases for which people are searching, and other
sites are more likely to link to yours.
Not to mention, of course, that a terrific site is more likely to
engage the people who find you through search engines, and
encourage them to become not only repeat visitors, but friends of
your organization.

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Help Search Engines Find Your Site
 Search engines read through huge volumes of information on the
Web with software programs called "robots" or "spiders" (because
they navigate, or "crawl," through the Web).
 These spiders create an index which contains, essentially, all the
pages they've found and the words that are contained on them.
 You need to make sure your Web site is included in those
indexes. You can easily check to see if your site has been indexed by
Google's index by searching "site:www.yourdomain.org" — i.e.
site:www.idealware.org.
This search will show a list of all the pages from your site that are
included in Google's index (ideally, every page on your site).

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Encourage Others to Link to You
 Links from other sites to yours are a critical aspect of search
engine optimization. A couple of links will help the search engines
find your sites, but lots of links will show them that your site is a
central, important resource for particular topics.
 The more incoming links you have from credible organizations
(that is to say, organizations that show up high on search engines
themselves), the higher you will be listed in search results. To check
to see the links that Google has indexed for your site, enter
"link:www.yourdomain.org" into the Google search bar. The
resulting list doesn't include every link from every site, but is a guide
to the approximate quantity of high-quality links.

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Identify the Keywords For Which You'd Like to Be Found
 Identifying the keywords that people are likely to use, and for
which you'd like to be found, is a critical step in search engine
optimization. You should ideally think through keywords not just
for your organization as a whole, but for each content page that
might have useful information for your target audience.
 What phrases are associated with your organization?
 How are people currently finding you?
 What search phrases are people using in your domain

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Place Keywords in Prime Locations
 Headlines and section titles
 Link text
 Page title metadata
 Page description metadata
 Page text
 Page URL

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Ensure a Search-Friendly Web Site Architecture
 Ensure there's a simple link to every page on your site
 Include content early in each HTML page
 Use standard header tags
 Be careful of duplicate pages

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Keep Your Site Fresh
 Search engines love new pages. Try to add new stories, reports,
news releases, and the like so that search engines feel that your site
is frequently updated and thus should be frequently indexed.
 If your site is rarely updated, it can take months for search engines
to find your infrequent new additions.
Blogs can be a particularly useful way to easily add new pages to
your site — and can also provide great information that encourages
links from others.