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training materials from Certificate in Online Course 2010 run by Donegal County Enterprise Board

training materials from Certificate in Online Course 2010 run by Donegal County Enterprise Board

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Search engine optimisation Search engine optimisation Presentation Transcript

  • (SEO) Sarah Diffley [email_address]
  • SEO
    • Optimising website pages
    • Keyword research
    • Link building
    • Directories
  • 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.
  • 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.
  • 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.
  • What is SEO?
    • http://www.google.com/webmasters/
    • http://www.webmasterworld.com/
    • http://www.highrankings.com
    • http://www.bruceclay.com
    • http://www.hubspot.com/
    • http://searchenginewatch.com/
    • http://www.seomoz.org/article/beginners-guide-to-search-engine-optimization
  • Why SEO?
    • Search Engines
      • http://computer.howstuffworks.com/search-engine.htm
      • 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.
  • 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.
  • 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.
  • Why SEO?
  • 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
  • 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.
  • 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
  • Optimising Website Pages
    • Market Leap tools: ( www.marketleap.com )
      • Free and paid search engine marketing tools
        • Search engine saturation
    • Web Site CEO ( http://www.websiteceo.com/web_site_ranking.htm ):
      • Page optimisation
      • Site promotion
      • Site analysis
      • Site maintenance
  • 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
  • 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).
  • 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?
  • Keyword Research
    • SEO tools:
      • Google suggest – suggests what you may be looking for.
      • Google Adwords Keyword tool. https://adwords.google.com/select/KeywordToolExternal (Different to Adwords - paid, this is free).
      • Search based keyword tool: http://www.google.com/sktool/
      • Google Adwords (paid)
      • Google Analytics
  • 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
  • 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)
  • 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
  • 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.html
    • 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: travel nurse – travel nurse jobs letterkenny.
  • 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.”
  • 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
  • Keyword Research
  • 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
  • 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.
  • Link Building
    • Link building tactics can be divided into those that are:
      • Completely manual
      • A combination of manual input and editorial decisions
      • Completely editorial
  • 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
  • Link Building
      • Completely editorial tactics
        • Unprompted Links to your website due to the quality of content onsite
  • 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
  • Link Building
        • Magazines
        • Press Releases
      • Contact satisfied customers
  • 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
  • Directories
    • About.com lists numerous search engines:
      • http://websearch.about.com/library/tableofcontents/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
  • 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.
  • 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/