0
(SEO)
Sarah Diffley
Sarah.Diffley@lyit.ie
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-thr...
What is SEO?
Search Engine Optimisation (SEO) involves the
process of altering or “optimising” a website so
that it does ...
What is SEO?
Search Engine Marketing (SEM):
SEM is the process of marketing a website via search
engines, both organic l...
What is SEO?
http://www.google.com/webmasters/
http://www.webmasterworld.com/
http://www.highrankings.com
http://www.b...
Why SEO?
Search Engines
http://computer.howstuffworks.com/search-engine
Web spiders look for links, go through pages
an...
Why SEO?
Spiders take Web pages content and create key
search words that enable online users to find
the pages they are l...
Why SEO?
Ranking involves comparison of your web pages to
others and looks for keywords. After this comparison,
they are ...
Why SEO?
Optimising Website Pages
Website code:
HTML/XHTML
Spiders cannot get into flash and Javascript and
so a website needs s...
Optimising Website Pages
Search-friendly page titles:
This is where search engines put the most
weight.
Important to ha...
Optimising Website Pages
Search-friendly body text:
Use keywords in the body of the text.
The closer search term phrase...
Optimising Website Pages
Market Leap tools: (www.marketleap.com)
Free and paid search engine marketing tools
 Search en...
Optimising Website Pages
We build pages (
www.webuildpages.com/tools):
Header checker tool
Spider viewer
Search friend...
Keyword Research
Control : We have control over our website, we
do not have control over what people type in to
search en...
Keyword Research
See your site through the searchers eyes:
http://www.enquiroresearch.com/
How do you know what words a...
Keyword Research
SEO tools:
Google suggest – suggests what you may be
looking for.
Google Adwords Keyword tool.
https:/...
Keyword Research
Keyword Research:
Dictionary, for example, www.reference.com
Encyclopaedia, www.wikipedia.org
Thesaur...
Keyword Research
Website analytics tools: google analytics
Measures traffic and hits.
Competitor keywords:
Domain name...
Keyword Research
Keyword research:
Keyword is used by a web search, search engine
and SEO to match most relevant informa...
Keyword Research
Stop words:
Search engine may not record extremely
common words to save space and speed up
search.
htt...
Keyword Research
Keep in mind –
“Choosing the right keywords is often the
difference between getting found in search and
...
Keyword Research
The first phase of creating the initial
Keyword Opportunity List involves
brainstorming as many keyword ...
Keyword Research
Link Building
• Backward links – shows the inbound links to
the website. Inbound links represent those links
that you thin...
Link Building
It is important to know what people are saying
about you. Can also use backlinks on google
toolbar.
Market...
Link Building
Link building tactics can be divided into
those that are:
 Completely manual
A combination of manual inpu...
Link Building
Completely manual tactics
Comments sections in other websites
Links on social networking sites
Online pr...
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 co...
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...
Directories
About.com lists numerous search engines:
http://websearch.about.com/library/tableofcon
tents/blsearchenginet...
Monitoring Progress
Excel or word can be used to track keywords and
log submissions.
Track changes over time and make no...
Monitoring Progress
Submitting to directories:
www.dmoz.org – feeds most directories.
Monitor pages:
Use tools, market...
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Search engine optimisation

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

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  • Hi,
    This is Rad, founder of SRI Tech SEO (www.seocompanyofindia.com) based in India. Our highly qualified and experienced team with varied domain knowledge and expertise to provide cutting edge solutions within a strict time line. We deliver quality solutions in a cost effective manner by utilizing the latest technologies. Our management practices provide customers confidentiality, timely delivery, quality and innovative solutions with a good return on investment. We have excellence in top technologies. We work many UK and USA based projects successfully since 6 Years. You can hire full time SEO expert individually or a team of dedicated SEO professionals for your SEO campaign at affordable price. I would like to inform you that there is no Google Penguin or Panda ranking penalty affect any of our projects during the Google Penguin, Panda updation. We do focus on quality work rather than quantity. We always do white hat SEO according to Google Penguin, Yahoo, MSN rules and regulation.

    Our Dedicated SEO Expert’s role:-

    Our SEO expert will work 8 hours per day and 5 days in a week. Total 160 Hours in a month.

    We will provide you mail and online chat ID of dedicated SEO expert so that they are contactable at all times.

    The SEO expert hired by you can work on 2 or more SEO projects simultaneously according to you.

    The person will be in your complete control. You can ask that person to do almost any thing like on page optimisation, link building, directory submission, content modification, article writing, article submission, social networking/bookmarking and so on.

    We do following work for promotion of your websites:

    Onpage (SEO)Optimization

    1. Keyword Research
    2. Title tags optimization
    3. Meta Description
    4. HTML Validation
    5. Image optimization
    6. Sitemap generation
    7. Robots.txt generation and optimization
    8. H1 tags optimization

    Offpage (SEO) optimization

    9. Article Marketing
    10. Press Release Marketing
    11. Theme based one way links from relevant sites
    12. Blog postings & blog comments in relevant blogs
    13. Forum postings in relevant high PR forums
    14. Link wheels
    15. Link Baiting
    16. Web 2.0 Submissions
    17. High PR directory submissions

    Social Media Optimization

    18. Social Bookmarks in High PR sites
    19. Facebook Like page promotion
    20. Twitter promotion

    If you require any SEO Report or SEO Work Details, I will send to you. For more details about price and samples contact me.

    Skype: radhey543
    Gtalk: radhasyam

    Regards,
    Rad
    Founder
    SRI Tech SEO
    www.seocompanyofindia.com
    rad@seocompanyofindia.com
    +91 9556264525
       Reply 
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Transcript of "Search engine optimisation"

  1. 1. (SEO) Sarah Diffley Sarah.Diffley@lyit.ie
  2. 2. SEO  Optimising website pages  Keyword research  Link building  Directories
  3. 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. 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. 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.
  6. 6. 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-
  7. 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. 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. 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.
  10. 10. Why SEO?
  11. 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. 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. 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
  14. 14. 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. ): Page optimisation Site promotion Site analysis Site maintenance
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  25. 25. Keyword Research
  26. 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. 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. 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. 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. 30. Link Building • Completely editorial tactics ― Unprompted Links to your website due to the quality of content onsite
  31. 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
  32. 32. Link Building  Magazines  Press Releases Contact satisfied customers
  33. 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. 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. 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. 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/
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