Understanding SEO

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  1. Welcome Understanding search engines How to get people to your site without really trying! 2. Google history <ul><li>1996…
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  • 1. Welcome Understanding search engines How to get people to your site without really trying!
  • 2. Google history <ul><li>1996 </li></ul><ul><ul><li>Hypothesis analysing relationships between websites better than analysing just search terms </li></ul></ul><ul><ul><li>‘ BACKRUB’ </li></ul></ul><ul><li>google.com 15 September 1997 </li></ul>
  • 3. Google Products <ul><li>Web search - is only one product </li></ul><ul><li>Image search </li></ul><ul><li>Ad words </li></ul><ul><li>Maps </li></ul><ul><li>Analytics </li></ul><ul><li>Blogger and Trends </li></ul>$10bn
  • 4. What is Google web search trying to do? <ul><li>Give it ’s users results of websites that are… </li></ul><ul><li>Relevant </li></ul><ul><li>Content rich </li></ul><ul><li>Change often </li></ul><ul><li>Other people think are great </li></ul>
  • 9. How does web search work? <ul><li>Visits – copies your content </li></ul><ul><li>Stores it </li></ul><ul><li>Visits other sites </li></ul><ul><ul><li>Tallies up links to your site </li></ul></ul><ul><li>Creates a rank of your site </li></ul><ul><ul><li>PageRank </li></ul></ul><ul><li>Re-visits </li></ul>
  • 10. ‘ Pub Newbury’ <ul><li>Google, searches for those words in their library </li></ul><ul><li>Lists the sites </li></ul><ul><ul><li>Highest page rank with most relevant content </li></ul></ul>
  • 13. What does Google have for you? <ul><li>Let’s look at your cache </li></ul><ul><li>Type in your domain name </li></ul><ul><li>Cache </li></ul>
  • 14. Relevant Content rich Change often Other people think are great Keywords Content Updates Links
  • 15. Content & Keywords Keywords Content
  • 16. Keywords <ul><li>‘ a phrase a potential customer would use when searching online for your products and services’ </li></ul>
  • 17. Typical keywords <ul><li>‘ Best places to eat in Sidmouth’ </li></ul><ul><li>‘ Bed and Breakfast Honiton’ </li></ul><ul><li>‘ Devon’ </li></ul><ul><li>‘ Brown shoes’ </li></ul><ul><li>‘ Logs for sale Devon’ </li></ul>
  • 18. <ul><li>Type into Google </li></ul><ul><ul><li>a phrase where you want to appear </li></ul></ul><ul><li>What appears first? Do you appear? </li></ul><ul><li>How many pages were searched? </li></ul><ul><li>(Competition) </li></ul>
  • 24. Buying Theory <ul><li>More detailed search (Narrower) </li></ul><ul><li>More likely to be at point of buying </li></ul><ul><li>Research </li></ul><ul><li>Refine </li></ul><ul><li>Purchase </li></ul>
  • 25. <ul><li>Digital Radio ( 2,490,000) </li></ul><ul><li>Roberts Radio (795,000) </li></ul><ul><li>Roberts Radio R250 Red(6,420) </li></ul>narrow broad Less people searching Less competition More people searching More competition Not very accurate
  • 26. Broad keywords <ul><li>Loads of visitors </li></ul><ul><li>Loads of competitors </li></ul><ul><li>Catching visitors early ‘hoping’ they’ll stay </li></ul><ul><li>Not always the right people </li></ul><ul><li>Very expensive </li></ul>
  • 27. Narrow keyword phrases <ul><li>Not as many visitors </li></ul><ul><li>Not much competition </li></ul><ul><li>Likely to know exactly what they want </li></ul><ul><li>More likely to buy </li></ul>
  • 28. How do we decide our Keywords? <ul><li>Brainstorm – seed keywords </li></ul><ul><li>Look at your statistics </li></ul><ul><li>Revise/add using tools </li></ul><ul><li>Select from list </li></ul>
  • 29. Brainstorm <ul><ul><li>Around 10 - 15 keyword phrases </li></ul></ul><ul><ul><li>BRAND </li></ul></ul><ul><ul><li>Business name, </li></ul></ul><ul><ul><li>What you offer, specific brands </li></ul></ul><ul><ul><li>Ty pe of business – different variations </li></ul></ul>Keywords Content
  • 30. <ul><ul><li>GEOGRAPHIC </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>and surrounding areas </li></ul></ul><ul><ul><li>What are you near? </li></ul></ul>
  • 31. Ideas cont… <ul><ul><li>NICHE </li></ul></ul><ul><ul><li>What niches do you serve? </li></ul></ul><ul><ul><li>Luxury, cheap, last minute, children/no children, pets </li></ul></ul><ul><ul><li>Specific offering – dog friendly, large groups </li></ul></ul><ul><ul><li>Recommendations/associations </li></ul></ul>
  • 32. Worksheet <ul><li>Type the keyword phrase into Google </li></ul><ul><li>Make a note of how many pages are searched (your competition) </li></ul><ul><li>Decide if they are broad or narrow </li></ul>
  • 33. Tools <ul><ul><li>http://www.google.com/sktool/ </li></ul></ul><ul><ul><li>Click find…to go to next page </li></ul></ul><ul><li>Let ’s type in your domain name </li></ul><ul><li>C lick ‘find keywords’ </li></ul><ul><ul><li>Q uantity of searches </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><li>OR type in just keywords </li></ul><ul><li>List any ideas! </li></ul>
  • 34. SKTool <ul><li>Now try typing in a competitors domain name </li></ul><ul><li>Any other ideas appear? </li></ul><ul><li>List them </li></ul>
  • 36. Where do you appear currently ? <ul><ul><li>http://www.searchenginegenie.com/google-rank-checker.html </li></ul></ul><ul><ul><li>http://www.mikes-marketing-tools.com/ranking-reports/ </li></ul></ul>
  • 37. Which ones to use? <ul><li>Now look through your list </li></ul><ul><li>Highlight any that are good </li></ul>
  • 38. Where should they go?
  • 39. Keyword placement <ul><li>Assign your keywords to your pages </li></ul><ul><ul><li>Not just your home page </li></ul></ul><ul><ul><li>Other pages </li></ul></ul><ul><li>How do you then get them in there? </li></ul><ul><li>1. In your Text.. </li></ul>
  • 41. <ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>We provide a free delivery service on all products to anywhere in mainland UK, for next day delivery please order by 2pm. </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings, Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul>
  • 42. <ul><li>Bloomers Flowers online </li></ul><ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>Bloomers Flower delivery </li></ul><ul><li>We provide a free flower delivery service on all products to anywhere in the Honiton area including, Cullompton, Exeter, Tiverton and Bampton. For next day delivery please order by 2pm. </li></ul><ul><li>Bloomers for Artificial / Silk flowers </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings , Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Bloomers for Funeral flowers </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul><ul><li>Bloomers is a local Mid Devon Florist that specialises in wedding and funeral flowers. Covering the areas of Cullompton, Honiton, Exeter, Tiverton and Bampton. </li></ul>
  • 43. 2. Product listings
  • 45. 3. Footers
  • 47. 4. In your navigation titles, and inline links
  • 49. In Line Text - Example
  • 50. 5. Image titles <ul><li>Image titles </li></ul><ul><li>Alt tags </li></ul><ul><ul><li>descriptive </li></ul></ul>wedding-venue-devon-car.jpg Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon
  • 51. 6. As page titles, your meta tags <ul><li>PAGE TITLE - Build my own website - selfbuild websites - Sites Plus (70 Characters) </li></ul><ul><li>DESCRIPTION – Everything you need to create a professional self build website for your business, quickly and easily. And all for much less than you'd think. (155 characters) </li></ul><ul><li>ADDRESS - www.sitesplus.co.uk/about.php </li></ul>
  • 52. 7. Domain name <ul><li>Useful to have keywords in your domain name </li></ul><ul><ul><li>www.snowdropguesthouse.co.uk </li></ul></ul><ul><ul><li>www.hatherleighweddingvenue.co.uk </li></ul></ul>
  • 53. Create more content <ul><li>Content is KING </li></ul><ul><li>More pages = more spider food </li></ul><ul><li>How many pages do you have? </li></ul>
  • 54. How does Google see your site? <ul><li>site:www.yourdomainname.co.uk </li></ul>
  • 55. Content plan <ul><li>Can you add new pages? </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Ten tips for ….. </li></ul></ul><ul><ul><li>Walks </li></ul></ul><ul><ul><li>Fuller room descriptions </li></ul></ul><ul><li>Pdfs? </li></ul><ul><ul><li>How to find us </li></ul></ul><ul><ul><li>Winning ways … </li></ul></ul>
  • 56. Updates Keywords Content Updates
  • 57. Why? website website website website website Website New News! Website New event! Website New prices! Website New news!
  • 58. Creation of regular new content <ul><li>Create a content plan </li></ul><ul><ul><li>New developments – redecoration? </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Regional events and promotions </li></ul></ul><ul><ul><li>Weather forecast (?!) </li></ul></ul><ul><ul><li>Closest beaches/pubs and reviews </li></ul></ul>
  • 59. Check your updates <ul><li>Cache check on Google </li></ul><ul><li>http://www.archive.org/web/web.php </li></ul>
  • 61. <ul><li>Screenshot Greenthinking archive </li></ul>
  • 62. Links Internal links External links Keywords Content Updates Links
  • 63. External Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link
  • 64. PageRank <ul><li>www.prchecker.info </li></ul>1 8 10
  • 66. Check your back links <ul><li>Check your back links </li></ul><ul><li>Links:www.yourdomainname.co.uk </li></ul><ul><li>Or </li></ul><ul><li>www.backlinkwatch.com </li></ul><ul><li>(Try a competitors too) </li></ul>
  • 68. Link campaign <ul><li>Search for directories www.jayde.com </li></ul><ul><li>Business networks </li></ul><ul><li>Suppliers </li></ul><ul><li>Niche directories </li></ul><ul><li>Social media </li></ul><ul><li>Include your keywords in the link </li></ul>
  • 70. Link Quality <ul><li>Few good quality links are worth MUCH more than </li></ul><ul><li>Lots of bad quality links </li></ul><ul><li>Check their page rank </li></ul>
  • 71. Generating your own links…. <ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Review sites </li></ul></ul><ul><ul><li>On-line PR </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Networks </li></ul></ul>
  • 72. <ul><li>Any questions? </li></ul>
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