Your SlideShare is downloading. ×
0
Search Engine Optimisation<br />A quick & dirty intro guide to playing tag with search engines<br />Barry Adams<br />Senio...
Slide 2<br />Barry Adams credentials<br />Who is this guy and why is he teaching SEO?<br /><ul><li>Senior Digital Markete...
Previous:
SEO & PPC consultant for the Independent News & Media (Belfast Telegraph, nijobfinder, nicarfinder, Property News)
Web Consultant to SMEs in the Netherlands
In-house webmaster and digital marketer for Honeywell & Philips
Search blogger on State of Search (www.stateofsearch.com) and Search News Central (www.searchnewscentral.com)
Prolific twitterer (@badams)</li></li></ul><li>Slide 3<br />Agenda<br />What is SEO?<br />1<br />2<br />Why is SEO import...
Slide 4<br />What is SEO?<br />1<br />
Slide 5<br />Search Engine Optimisation<br /><ul><li>Wikipedia: Search engine optimization (SEO) is the process of improv...
Getting more relevant traffic to websites via search engines' organic results.</li></ul>Definition of SEO<br />
Slide 6<br />2<br />Why is SEO important?<br />
Slide 7<br />Search Engines<br />
Slide 8<br />UK Search Engine Market Shares<br />SE Market Share 2010<br /><ul><li>Google 	92.03%
Bing 		3.17%
Yahoo! 	2.95%
AOL 		0.91%
Ask 		0.85%
Other		0.09%.</li></li></ul><li>Slide 9<br />Some Relevant Statistics<br />Worldwide Internet Usage<br /><ul><li>2 billio...
Dec 2009: 131 billion searches (that’s more than 49,000 searches/second)</li></ul>UK Internet Usage<br /><ul><li>51.4 mili...
In April 2010, Google received 4.1 billion search page views in the UK
The UK internet economy is worth £100 billion = 7.2% of UK gross domestic product</li></ul>Search Engine Usage<br /><ul><l...
92% of all UK Internet users choose Google as their preferred search engine
Organic search results receive over 75% of all clicks
91% of users do not look past the first page of search results</li></li></ul><li>Slide 10<br />Google<br />
Slide 11<br />Search Engine Results Page (SERP)<br />
Slide 12<br />Organic (natural) Results<br />
Slide 13<br />Paid Advertising (PPC: Google Adwords)<br />
Slide 14<br />Google Instant & Google Suggest<br />
Slide 15<br />Verticals & Search Refinements<br />
Slide 16<br />Universal Search<br />
Slide 17<br />News Results<br />
Slide 18<br />Image Results<br />
Slide 19<br />Video Results<br />
Slide 20<br />Local Results (Google Maps)<br />
Slide 21<br />How do you do SEO?<br />3<br />
Generic SEO Tools<br />Slide 22<br />Google Analytics<br />Free world-class web analytics<br />Know what is happening on ...
Slide 23<br />SEO is about two things:<br />Keywords<br />Links<br /><ul><li>Keywords match a search query to a webpage.
Links determine which webpage ranks highest.</li></li></ul><li>The SEO process<br />Slide 24<br />KeywordResearch<br /><u...
Make the website search-engine friendly</li></ul>Linkbuilding<br /><ul><li>Build links to the website to increase its auth...
engagement ring, diamond engagement ring, gold engagement ring
Use a keyword tool to expand the list and research competitive info
wedding ring, wedding band, platinum bands, white gold engagement rings, cheap engagement rings, custom engagement rings, ...
Refine the list to a set of target keywords
diamond engagement rings, celtic wedding rings, gold wedding rings, platinum wedding bands, white gold engagement rings</l...
Slide 28<br />Keyword Research Tools<br />Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExter...
Slide 29<br />Google Adwords Keyword Tool<br />Advanced options: country & language settings<br />
Slide 30<br />Google Adwords Keyword Tool<br />Match Types: Broad / [Exact] / “Phrase”<br />
Slide 31<br />Keyword Research Tools<br />Wordtracker - http://wordtracker.com/<br />
Slide 32<br />Keyword Research Tools<br />Google Trends – google.com/trends<br />
Slide 33<br />Keyword Research Tools<br />Google Suggest<br />
Keyword Research<br />Slide 34<br />Tips and advice:<br /><ul><li>Make sure your target keywords are relevant to the webs...
Go for keywords that you can actually rank for (hint: ‘car insurance’ is probably out of your league)
Try to mix generic keywords (‘wedding ring’) with long-tail keywords (‘white gold engagement ring’)
Don‘t rely too much on keyword tools, their data isn‘t 100% accurate – use common sense
Monitor your SEO results to find out which keywords perform the best, and focus your efforts there
Re-do your keyword research for ongoing clients regularly</li></li></ul><li>The SEO process<br />Slide 35<br />On-Page Op...
Make the website search-engine friendly</li></li></ul><li>On-Page Optimisation<br />Slide 36<br /><ul><li>Search Engines ...
Build a page around a theme and stick with it:
 One page about wedding rings
 One page about engagement rings
 One sub-page about white gold engagement rings
Don’t stuff a webpage full of keywords – moderation is key
Always keep the end user in mind – don’t write for search engines, write for users!</li></li></ul><li>Slide 37<br />On-Pa...
Upcoming SlideShare
Loading in...5
×

Introduction to SEO

9,517

Published on

Slides for my 3 hour lecture on the basics of SEO for the DMI Digital Marketing Bootcamp in February 2011 in Belfast.

Published in: Technology, Design
4 Comments
10 Likes
Statistics
Notes
No Downloads
Views
Total Views
9,517
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
154
Comments
4
Likes
10
Embeds 0
No embeds

No notes for slide

Transcript of "Introduction to SEO"

  1. 1. Search Engine Optimisation<br />A quick & dirty intro guide to playing tag with search engines<br />Barry Adams<br />Senior Digital Marketer for Search<br />Pierce Communications<br />
  2. 2. Slide 2<br />Barry Adams credentials<br />Who is this guy and why is he teaching SEO?<br /><ul><li>Senior Digital Marketer for Search at Pierce Communications
  3. 3. Previous:
  4. 4. SEO & PPC consultant for the Independent News & Media (Belfast Telegraph, nijobfinder, nicarfinder, Property News)
  5. 5. Web Consultant to SMEs in the Netherlands
  6. 6. In-house webmaster and digital marketer for Honeywell & Philips
  7. 7. Search blogger on State of Search (www.stateofsearch.com) and Search News Central (www.searchnewscentral.com)
  8. 8. Prolific twitterer (@badams)</li></li></ul><li>Slide 3<br />Agenda<br />What is SEO?<br />1<br />2<br />Why is SEO important?<br />How do you do SEO?<br />3<br />
  9. 9. Slide 4<br />What is SEO?<br />1<br />
  10. 10. Slide 5<br />Search Engine Optimisation<br /><ul><li>Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
  11. 11. Getting more relevant traffic to websites via search engines' organic results.</li></ul>Definition of SEO<br />
  12. 12. Slide 6<br />2<br />Why is SEO important?<br />
  13. 13. Slide 7<br />Search Engines<br />
  14. 14. Slide 8<br />UK Search Engine Market Shares<br />SE Market Share 2010<br /><ul><li>Google 92.03%
  15. 15. Bing 3.17%
  16. 16. Yahoo! 2.95%
  17. 17. AOL 0.91%
  18. 18. Ask 0.85%
  19. 19. Other 0.09%.</li></li></ul><li>Slide 9<br />Some Relevant Statistics<br />Worldwide Internet Usage<br /><ul><li>2 billion users online
  20. 20. Dec 2009: 131 billion searches (that’s more than 49,000 searches/second)</li></ul>UK Internet Usage<br /><ul><li>51.4 milion users (82.5% of the population)
  21. 21. In April 2010, Google received 4.1 billion search page views in the UK
  22. 22. The UK internet economy is worth £100 billion = 7.2% of UK gross domestic product</li></ul>Search Engine Usage<br /><ul><li>89% of all online purchases in the UK begin with a search
  23. 23. 92% of all UK Internet users choose Google as their preferred search engine
  24. 24. Organic search results receive over 75% of all clicks
  25. 25. 91% of users do not look past the first page of search results</li></li></ul><li>Slide 10<br />Google<br />
  26. 26. Slide 11<br />Search Engine Results Page (SERP)<br />
  27. 27. Slide 12<br />Organic (natural) Results<br />
  28. 28. Slide 13<br />Paid Advertising (PPC: Google Adwords)<br />
  29. 29. Slide 14<br />Google Instant & Google Suggest<br />
  30. 30. Slide 15<br />Verticals & Search Refinements<br />
  31. 31. Slide 16<br />Universal Search<br />
  32. 32. Slide 17<br />News Results<br />
  33. 33. Slide 18<br />Image Results<br />
  34. 34. Slide 19<br />Video Results<br />
  35. 35. Slide 20<br />Local Results (Google Maps)<br />
  36. 36. Slide 21<br />How do you do SEO?<br />3<br />
  37. 37. Generic SEO Tools<br />Slide 22<br />Google Analytics<br />Free world-class web analytics<br />Know what is happening on your website<br />SEO purposes: discover which keywords drive the most traffic & sales<br />Will help you identify your strengths and weaknesses<br />http://google.com/analytics/<br />Rankchecker (Firefox plugin)<br />Free tool to check where your website ranks in Google for a given set of keywords<br />Not 100% accurate: rankings are fluid (personalised results, local results, etc.)<br />http://tools.seobook.com/firefox/rank-checker/<br />
  38. 38. Slide 23<br />SEO is about two things:<br />Keywords<br />Links<br /><ul><li>Keywords match a search query to a webpage.
  39. 39. Links determine which webpage ranks highest.</li></li></ul><li>The SEO process<br />Slide 24<br />KeywordResearch<br /><ul><li>Find the right keywords to optimise for</li></ul>On-Page Optimisation<br /><ul><li>Implement those keywords on the website
  40. 40. Make the website search-engine friendly</li></ul>Linkbuilding<br /><ul><li>Build links to the website to increase its authority </li></li></ul><li>Slide 25<br />KeywordResearch<br /><ul><li>Find the right keywords to optimise for.</li></li></ul><li>Slide 26<br />Keyword Research<br /><ul><li>Start with a basic set of keywords related to the website and the industry it operates in
  41. 41. engagement ring, diamond engagement ring, gold engagement ring
  42. 42. Use a keyword tool to expand the list and research competitive info
  43. 43. wedding ring, wedding band, platinum bands, white gold engagement rings, cheap engagement rings, custom engagement rings, hand-made wedding rings, design your own wedding ring, celtic wedding rings, ...
  44. 44. Refine the list to a set of target keywords
  45. 45. diamond engagement rings, celtic wedding rings, gold wedding rings, platinum wedding bands, white gold engagement rings</li></li></ul><li>Slide 27<br />The Long Tail<br />
  46. 46. Slide 28<br />Keyword Research Tools<br />Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExternal<br />
  47. 47. Slide 29<br />Google Adwords Keyword Tool<br />Advanced options: country & language settings<br />
  48. 48. Slide 30<br />Google Adwords Keyword Tool<br />Match Types: Broad / [Exact] / “Phrase”<br />
  49. 49. Slide 31<br />Keyword Research Tools<br />Wordtracker - http://wordtracker.com/<br />
  50. 50. Slide 32<br />Keyword Research Tools<br />Google Trends – google.com/trends<br />
  51. 51. Slide 33<br />Keyword Research Tools<br />Google Suggest<br />
  52. 52. Keyword Research<br />Slide 34<br />Tips and advice:<br /><ul><li>Make sure your target keywords are relevant to the website’s business
  53. 53. Go for keywords that you can actually rank for (hint: ‘car insurance’ is probably out of your league)
  54. 54. Try to mix generic keywords (‘wedding ring’) with long-tail keywords (‘white gold engagement ring’)
  55. 55. Don‘t rely too much on keyword tools, their data isn‘t 100% accurate – use common sense
  56. 56. Monitor your SEO results to find out which keywords perform the best, and focus your efforts there
  57. 57. Re-do your keyword research for ongoing clients regularly</li></li></ul><li>The SEO process<br />Slide 35<br />On-Page Optimisation<br /><ul><li>Implement those keywords on the website
  58. 58. Make the website search-engine friendly</li></li></ul><li>On-Page Optimisation<br />Slide 36<br /><ul><li>Search Engines rank webpages – not websites
  59. 59. Build a page around a theme and stick with it:
  60. 60. One page about wedding rings
  61. 61. One page about engagement rings
  62. 62. One sub-page about white gold engagement rings
  63. 63. Don’t stuff a webpage full of keywords – moderation is key
  64. 64. Always keep the end user in mind – don’t write for search engines, write for users!</li></li></ul><li>Slide 37<br />On-Page Optimisation<br />Elements to be optimised:<br />Title tag<br />+<br />Meta Description tag<br />+<br />Headlines and paragraph structure<br />+<br />Body text<br />+<br />Image alt attribute<br />+<br />URLs<br />+<br />Internal links<br />+<br />Sitemap (HTML and XML)<br />+<br />
  65. 65. On-Page Optimisation<br /><title>Digital Marketing Training Courses from the Digital Marketing Institute</title><br />Start with your focus keyword, end with your brand name (you can use separators like – and | )<br />Keep it short – 65-70 characters<br />Unique title for every page on your website<br />Usually shown on SERPs (but not always)<br />Slide 38<br />Title tag<br />+<br />
  66. 66. On-Page Optimisation<br /><meta name=‘description’ content=‘The Digital Marketing Institute (DMI) provides online marketing training courses on a range of digital marketing throughout Ireland: Dublin, Cork and’><br />Not a ranking factor – but a very important click-through factor<br />SERPs only show 150 characters – but no guarantee they’ll actually show your description.<br />Try to include the focus keyword once<br />Slide 39<br />Meta Description tag<br />+<br />
  67. 67. On-Page Optimisation<br />Slide 40<br />Headlines and paragraph structure<br />+<br /><H1> headline<br /><H2> subheader<br /><H3> subheaders<br /><p> paragraphs<br />Allows SEs to understand the content and its context<br />
  68. 68. On-Page Optimisation<br />Slide 41<br />Body text<br />+<br />Write for users, not for search engines<br />More content = better for search engines<br />Less content = better for users<br />Minimum 200 words (rough guideline)<br />Include your focus keyword(s) and synonyms<br />Write naturally and make it readable<br />Don’t stuff it full of keywords<br />Find the right balance<br />
  69. 69. On-Page Optimisation<br />Make images relevant to the content<br />Include a relevant alt attribute – preferably containing (part of) the focus keyword<br />Can you think of a better alt attribute than the one above?<br />Slide 42<br />Image alt attribute<br />+<br /><imgsrc="http://digitalmarketinginstitute.ie/files/2008/11/ireland-map.jpg" alt="Ireland Map with pins"><br />
  70. 70. On-Page Optimisation<br />Bad URL:http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&…<br />Good URL:http:// domain.com/wedding-rings/platinum-wedding-band.html<br />Don’t overdo it – no keyword stuffing<br />Use a logical structure that makes sense to humans<br />Slide 43<br />+<br />URLs<br />
  71. 71. On-Page Optimisation<br />Link from top to bottom<br />Link sideways & diagonally<br />Use keywords in the linkWrong:To read more about wedding rings, click here.Right: Read more about wedding rings.<br />Use breadcrumb links<br />Slide 44<br />+<br />Internal links<br />
  72. 72. On-Page Optimisation<br />Slide 45<br />+<br />Sitemap (HTML and XML)<br />HTML Sitemap:<br />Webpage listing all (relevant) pages on the website<br />Allows users to quickly find the page they’re looking for<br />Allows search engines to index all pages on your website<br />XML Sitemap:<br />XML file containing all webpages on a website that you want to get indexed<br />Can also include images and videos<br />Gives more information to search engines: update frequency, importance, preferred URL, date of last change.<br />Never a replacement for a good indexable website!<br />
  73. 73. On-Page Optimisation<br />Slide 46<br />Lies, Myths, and Disinformation:<br />Hidden text (white text on a white background)<br />don’t use it, it doesn’t work and may get you penalised.<br />Meta Keywords tag<br />mostly useless but for completion’s sake you can fill it in.<br />Keyword Stuffing<br />doesn’t work and may get you penalised.<br />Shockwave Flash<br />invisible to search engines so don’t use it if you don’t have to<br />JavaScript<br />mostly invisible so be careful when using it<br />
  74. 74. On-Page Optimisation Tools<br />Slide 47<br />XENU Link Sleuth<br />http://home.snafu.de/tilman/xenulink.html<br />Indexes all pages of a website - data is exportable to Excel<br />Use to create XML sitemap & diagnose title tags, meta descriptions, internal linking, and indexation issues<br />Firebug (Firefox plugin)<br />http://getfirebug.com/<br />Use to diagnose header tags, image alt attributes<br />Google Webmaster Tools<br />http://www.google.com/webmasters/tools/<br />Representation of how Google sees your website<br />Great data!<br />Pay attention to the warnings<br />
  75. 75. Google Webmaster Tools<br />Slide 48<br />
  76. 76. The SEO process<br />Slide 49<br />Linkbuilding<br /><ul><li>Build links to the website to increase its authority </li></li></ul><li>Linkbuilding<br />Slide 50<br />Links determine a page’s authority<br />Higher authority = higher ranking on SERPs<br />More links = higher authority<br />Not all links are equal<br />1 valuable link from a high authority website > 100 links from low-quality sites<br />Link text is very important<br />Branded link: Pierce Communications<br />Keyword-rich link: Web Design Belfast<br />a website needs both<br />
  77. 77. Linkbuilding<br />Slide 51<br />How to see if a link is valuable or not?<br />PageRank<br />A measure of how important Google believes the page is<br />Not an accurate measure but gives a general idea<br />0 = bad, 10 = awesome<br />mozRank<br />Developed by SEOmoz and a little bit more accurate than PageRank<br />Not ‘nofollowed’<br />rel=nofollow attribute means a link will not pass any value<br />Common Sense<br />Spammy websites = low quality link<br />Popular site = high quality link<br />Relevant site = valuable link<br />
  78. 78. Linkbuilding<br />Slide 52<br />Different types of links:<br />Reciprocal links<br />Site A links to site B, and site B links back to site A<br />Not very valuable – avoid if you can<br />Link wheel<br />Site A links to site B, site B links to site C, site C links to site A<br />Not very valuable and a spam signal – avoid if you can<br />One-way link<br />Site A links to site B. The end.<br />Most valuable type of link – get lots of these!<br />
  79. 79. Linkbuilding<br />Slide 53<br />How to build links?<br />Directory Submissions<br />1<br />Press Releases<br />2<br />Article Marketing & Guest Blogging<br />3<br />Linkbait<br />4<br />
  80. 80. How to build links?<br />Slide 54<br />Directory Submissions<br />1<br />Online (business) directories such as:<br />Dmoz.org<br />Business.com<br />Best of the Web (botw.org.uk)<br />The best directories are usually paid<br />Always check if a directory link is valuable<br />What is the PageRank of where your link will end up?<br />Is that page/category even indexed by Google?<br />Is the link nofollowed?<br />Usually good for building a base of branded links<br />Try to find vertical directories relevant to your industry<br />
  81. 81. How to build links?<br />Slide 55<br />Press Releases<br />2<br />Great way to build valuable links<br />Make sure your press release…:<br />Is newsworthy, relevant, and interesting enough to be worth reading<br />Contains a link back to your site (preferably with a keyword-rich link text)<br />Use professional PR distributors<br />PR Web: £40 to £200 per press release<br />PR Newswire UK: pricing per article<br />BusinessWire: pricing per article<br />MyNewsDesk: £0 to £590 per month<br />No guarantee it will be picked up by news outlets<br />But generally more money spent translates to more & better links<br />
  82. 82. How to build links?<br />Slide 56<br />Article Marketing & Guest Blogging<br />3<br />Write relevant articles / blog posts (or hire a copywriter)<br />Links in article & in author bio<br />Article sites:<br />www.ezinearticles.com<br />www.goarticles.com<br />www.articledashboard.com<br />www.articlecity.com<br />www.articlesbase.com<br />Guest blogging:<br />www.myblogguest.com<br />www.bloggerlinkup.com<br />Approach blogs & websites directly and offer content<br />
  83. 83. How to build links?<br />Slide 57<br />Linkbait<br />4<br />Linkbait is:<br />Content (published on your website) that is so interesting / funny / newsworthy / controversial that people will link to it without having to be asked<br />Types of linkbait:<br />Great articles with valuable insights<br />Infographics<br />Breaking news stories<br />Top 10 lists<br />Spread via social media<br />Share on Twitter & Facebook<br />Submit to social news sites such as Reddit<br />
  84. 84. Linkbuilding Tools<br />Slide 58<br />SearchStatus Firefox plugin<br />http://www.quirk.biz/searchstatus/<br />Shows a webpage’s PageRank & mozRank and highlights nofollowed links<br />SEOmoz Open Site Explorer<br />http://www.opensiteexplorer.org/<br />Free version shows you a good overview of links pointing to a site<br />Analyse your competitor’s links and see if you can get some of them as well<br />Don’t just copy, but let yourself be inspired<br />Google Webmaster Tools<br />See some of the links that Google actually counts<br />
  85. 85. Slide 59<br />?<br />Questions?<br />?<br />?<br />Barry Adams<br />badams@piercecommunications.co.uk<br />http://twitter.com/badams<br />
  86. 86. What’s next?<br />Slide 60<br />Reading Material & Advanced SEO<br />
  87. 87. Reading Material<br />Slide 61<br />SEO is not static, so keeping up to date is crucial<br />Search Engine Land<br />http://www.searchengineland.com/<br />SEOmoz<br />http://www.seomoz.org/blog/<br />State of Search<br />http://www.stateofsearch.com/<br />Search News Central<br />http://www.searchnewscentral.com/<br />Search Engine Journal<br />http://www.searchenginejournal.com/<br />
  88. 88. Advanced SEO<br />Slide 62<br />Search Intent<br />Informational / Navigational / Transactional queries<br />Matching user intent to your SEO goals<br />http://www.seomoz.org/blog/segmenting-search-intent<br />Search Patents & Research Papers<br />Insight in to how search engines operate<br />Technically challenging so leave the interpretations to the experts!<br />http://www.seobythesea.com<br />http://www.huomah.com/Search-Engines/Algorithm-Matters/SEO-Higher-learning.html<br />
  89. 89. Advanced SEO<br />Slide 63<br />Information Retrieval (IR)<br />A discipline of Computer Science<br />IR is what search engines do: retrieve information from the web with the highest possible levels of precision and recall<br />http://nlp.stanford.edu/IR-book/information-retrieval-book.html<br />Information Architecture (IA)<br />Making information accessible to humans<br />Websites built using good IA are nearly always SEO-friendly <br />http://oreilly.com/catalog/9780596527341<br />
  90. 90. Advanced SEO<br />Slide 64<br />Microformats / Microdata / RDFa<br />Also known as ‘structured data’<br />Meta information – information about information<br />http://microformats.org/<br />HTML5<br />Next-generation HTML code containing new markup<br />Very SEO-proof, makes life for search engines much easier<br />http://diveintohtml5.org/<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×