search engine optimisation



                     An introduction to
                  Search Engine Optimisation

      ...
search engine optimisation
Who are Guava ?




Over ten years market leading
 search engine marketing
 experience

Global ...
Accreditations
search engine optimisation

Guava are a Google Adwords Qualified Company

Guava are Google Enterprise Partn...
search engine optimisation



- What are search engines, why are they
  important?
- What search engines do people use?
- ...
search engine optimisation




                What are search engines, why
                    are they important?




Ed...
search engine optimisation



The School of Information Management and Systems
  at the University of California-Berkeley ...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation



Yahoo! = 20 billion items in 2005

over 19.2 billion web documents
                        1...
search engine optimisation



Google = 50,000,000,000 items?

     and growing

    and we all expect instantaneous
    re...
search engine optimisation




              New website visitors which come from a search engine.

                      ...
search engine optimisation




                        What search engines do
                             people use?



...
They did use all of these:
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.G...
But now they mostly use:
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Gua...
search engine optimisation




        Hitwise.co.uk

Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava...
search engine optimisation




“People always make the
assumption that we're done with
search. That's very far from the
ca...
Cue scary music & dim lights
  search engine optimisation




                 Google's mission is to organize
           ...
search engine optimisation




                              How do people use
                               search engin...
Search experiences
search engine optimisation



Research/Info                                   (Google, Yahoo, MSN Live)...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




                            What is
                  search engine optimisation?




Edwar...
search engine optimisation




  “Search engine optimization (SEO) is a set of
  methodologies aimed at improving the visi...
search engine optimisation




 Search engine optimisation is not
  considered bad by Google…

           …but some search...
search engine optimisation




                             What is
                    pay-per-click advertising?




Edw...
search engine optimisation




Pay per click (PPC) is an advertising
 model…where advertisers only pay when a
 user actual...
search engine optimisation



Pay per click advertising is how Google
 makes its money

It pays for the services provided ...
search engine optimisation




                                                               Pay Per Click Adverts




  ...
search engine do?
What can you optimisation



1) Understand that search engine
   optimisation (SEO) is not a magic wand
...
search engine optimisation



Most common mistakes

URL’s
• Unavailability/broken links
• Complexity
• Inconsistency



Ed...
Unavailability optimisation
search engine


Can my pages get into a search engine?
 Getting into search engines ‘indexed’
...
searchbased navigation
Form engine optimisation



<form action="browse.php" method="get">
<input name="interest" type="te...
Complexity
search engine optimisation



yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK




Edward Cowell – Search Engine ...
search engine optimisation



yourwebsite.com?var1=value1& var2=value2& var3=value3&
    var4=value4&var5=value5




Edwar...
Inconsistency
search engine optimisation




         www.domain.com/path1




          www.domain.com/path2



         ...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine do?
What can you optimisation



2) Make use of freely available tools to
   help you understand how search
...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




                         www.google.com/webmasters




Edward Cowell – Search Engine Optimi...
search engine do?
What can you optimisation



3) Describe your content clearly, and at
   the same time align it with wha...
search engine optimisation




                                  http://trends.google.com/trends

Edward Cowell – Search E...
search engine optimisation


Can my pages perform better in a search engine?


•     Title
•     Description
•     Content...
Title
search engine optimisation



 <title> is the key display element of your
   'listing‘ in news and web results.

 It...
Title
search engine optimisation




                                                    <title>Lipsum Lorem Ipsum</title>...
Title
search engine optimisation



Google shows maximum 72 characters including
 spaces

Titles should be descriptive and...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
Description
search engine optimisation




Depending on what someone had actually searched for,
Google may use the descrip...
Headings
search engine optimisation



Headings – H1/H2

The main heading for each page should
 aim to include the target ...
Images
search engine optimisation



Images

An image is worth a thousand words


                                      bu...
Images
search engine optimisation



Some websites get a lot of traffic from Google
  Image Search.

The alt tag can be ap...
search engine do?
What can you optimisation



4) Encourage users to link to your content,
   and implement features that ...
search engine optimisation



Measurement of links as a vote
revolutionised search engine technology
(PageRank)

Influence...
searchfrom Internal and External Pages
Links engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Dire...
search engine do?
What can you optimisation



Use social media to increase brand
   awareness, gain traffic and support
 ...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
search engine optimisation



Online retailers received more traffic from Social
  networks than webmail services in Decem...
search engine optimisation



•   Social Networking
•   Social Bookmarking
•   RSS
•   Micro Blogging
•   Forums

• Usenet...
Social Networking
search engine optimisation



These sites are not so helpful for SEO and
 are more used for their immens...
Social Bookmarking
search engine optimisation



Social Bookmarking

Saving, sharing and sometimes voting on
 things you f...
search engine optimisation




Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk   Copyright Guav...
Social Bookmarking
search engine optimisation



Make sure your content is getting
 bookmarked, your competitors is!!!



...
search engine do?
What can you optimisation



5) Manage change. Consider processes
   and tools to provide an approach fo...
Website updates and migrations
search engine optimisation



•   Site migration best practice (domains, hosting etc)
•   A...
Summary
search engine optimisation



1. Understand that search engine optimisation (SEO) is
   not a magic wand - build i...
search engine optimisation




                            www.guava.co.uk
Edward Cowell – Search Engine Optimisation (SEO...
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SEO for CMS Percussion with Guava

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Teddie Cowell, Search Director at Guava presents how to ensure your CMS is effectively optimised for search engines. Percussion is a leading Content Management Solution.

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SEO for CMS Percussion with Guava

  1. 1. search engine optimisation An introduction to Search Engine Optimisation . . . and 5 things you can do. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 1
  2. 2. search engine optimisation Who are Guava ? Over ten years market leading search engine marketing experience Global capacity 218 staff (65 in UK) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 2
  3. 3. Accreditations search engine optimisation Guava are a Google Adwords Qualified Company Guava are Google Enterprise Partners Guava are Google Analytics Partners Guava are Omniture Partners Guava are members of: – Internet Advertising Bureau (IAB) (Search Council) – SEMPO (UK working group) – e-consultancy Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 3
  4. 4. search engine optimisation - What are search engines, why are they important? - What search engines do people use? - How do people use search engines? - What is search engine optimisation? - What is pay-per-click advertising? - 5 things you can do… Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 4
  5. 5. search engine optimisation What are search engines, why are they important? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 5
  6. 6. search engine optimisation The School of Information Management and Systems at the University of California-Berkeley calculates …Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytes is like half a million libraries as big as the Library of Congress print collections. Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books. http://www.sims.berkeley.edu/research/projects/how-much-info-2003 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 6
  7. 7. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 7
  8. 8. search engine optimisation Yahoo! = 20 billion items in 2005 over 19.2 billion web documents 1.6 billion images over 50 million audio and video files Source: 2005 http://www.ysearchblog.com/archives/000172.html Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 8
  9. 9. search engine optimisation Google = 50,000,000,000 items? and growing and we all expect instantaneous results ☺ Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 9
  10. 10. search engine optimisation New website visitors which come from a search engine. (Forrester) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 10
  11. 11. search engine optimisation What search engines do people use? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 11
  12. 12. They did use all of these: search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 12
  13. 13. But now they mostly use: search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 13
  14. 14. search engine optimisation Hitwise.co.uk Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 14
  15. 15. search engine optimisation “People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.” Larry Page, Google Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 15
  16. 16. Cue scary music & dim lights search engine optimisation Google's mission is to organize the world's information and make it universally accessible and useful. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 16
  17. 17. search engine optimisation How do people use search engines? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 17
  18. 18. Search experiences search engine optimisation Research/Info (Google, Yahoo, MSN Live) Commercial (Ebay, Amazon, Rightmove) News (Google News, Technorati, Digg) Entertainment (YouTube, IMDB, Pirate Bay) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 18
  19. 19. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 19
  20. 20. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 20
  21. 21. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 21
  22. 22. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 22
  23. 23. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 23
  24. 24. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 24
  25. 25. search engine optimisation What is search engine optimisation? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 25
  26. 26. search engine optimisation “Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.” en.wikipedia.org/wiki/SEO Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 26
  27. 27. search engine optimisation Search engine optimisation is not considered bad by Google… …but some search engine optimisation techniques are. http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 27
  28. 28. search engine optimisation What is pay-per-click advertising? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 28
  29. 29. search engine optimisation Pay per click (PPC) is an advertising model…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website. http://en.wikipedia.org/wiki/Pay_per_click Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 29
  30. 30. search engine optimisation Pay per click advertising is how Google makes its money It pays for the services provided by Google for free that we may sometimes take for granted Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 30
  31. 31. search engine optimisation Pay Per Click Adverts Organic Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 31
  32. 32. search engine do? What can you optimisation 1) Understand that search engine optimisation (SEO) is not a magic wand that can be easily waved after the website is launched. Consider SEO as a core part of your development process. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 32
  33. 33. search engine optimisation Most common mistakes URL’s • Unavailability/broken links • Complexity • Inconsistency Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 33
  34. 34. Unavailability optimisation search engine Can my pages get into a search engine? Getting into search engines ‘indexed’ • Form based navigation • Frames • Flash • JavaScript Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 34
  35. 35. searchbased navigation Form engine optimisation <form action="browse.php" method="get"> <input name="interest" type="text"> <select name="topic"> <option>option 1</option> <option>option 2</option> <option>option 3</option> </select> </form> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 35
  36. 36. Complexity search engine optimisation yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 36
  37. 37. search engine optimisation yourwebsite.com?var1=value1& var2=value2& var3=value3& var4=value4&var5=value5 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 37
  38. 38. Inconsistency search engine optimisation www.domain.com/path1 www.domain.com/path2 301 redirects, canonical tag Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 38
  39. 39. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 39
  40. 40. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 40
  41. 41. search engine do? What can you optimisation 2) Make use of freely available tools to help you understand how search engines view your website Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 41
  42. 42. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 42
  43. 43. search engine optimisation www.google.com/webmasters Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 43
  44. 44. search engine do? What can you optimisation 3) Describe your content clearly, and at the same time align it with what internet users are searching for. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 44
  45. 45. search engine optimisation http://trends.google.com/trends Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 45
  46. 46. search engine optimisation Can my pages perform better in a search engine? • Title • Description • Content • Images Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 46
  47. 47. Title search engine optimisation <title> is the key display element of your 'listing‘ in news and web results. It is credited with a high-ranking importance; yet also it needs to be descriptive and eye catching to ensure the potential visitor clicks on your listing within the search engines. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 47
  48. 48. Title search engine optimisation <title>Lipsum Lorem Ipsum</title> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 48
  49. 49. Title search engine optimisation Google shows maximum 72 characters including spaces Titles should be descriptive and unique Currently, the Google News crawler only visits each article URL once. If you make updates to the article after Google has crawled it, it won't be reflected on Google news Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 49
  50. 50. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 50
  51. 51. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 51
  52. 52. Description search engine optimisation Depending on what someone had actually searched for, Google may use the description or select text from within the webpage itself to display in the snippet text. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 52
  53. 53. Headings search engine optimisation Headings – H1/H2 The main heading for each page should aim to include the target keyphrase(s), be clear and concise, and above all, useful to your readers. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 53
  54. 54. Images search engine optimisation Images An image is worth a thousand words but not in Google Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 54
  55. 55. Images search engine optimisation Some websites get a lot of traffic from Google Image Search. The alt tag can be applied to an image - its main purpose is for user accessibility. Inserting appropriate target phrases in alt tags and image file names also improves the overall keyword density and helps search engines understand what the image is about. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 55
  56. 56. search engine do? What can you optimisation 4) Encourage users to link to your content, and implement features that help gain links. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 56
  57. 57. search engine optimisation Measurement of links as a vote revolutionised search engine technology (PageRank) Influences good rankings on most search engines <a href="/page.htm">I love you</a> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 57
  58. 58. searchfrom Internal and External Pages Links engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 58
  59. 59. search engine do? What can you optimisation Use social media to increase brand awareness, gain traffic and support your SEO. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 59
  60. 60. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 60
  61. 61. search engine optimisation Online retailers received more traffic from Social networks than webmail services in December 2008. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 61
  62. 62. search engine optimisation • Social Networking • Social Bookmarking • RSS • Micro Blogging • Forums • Usenet (1979) • Internet Relay Chat (IRC) (1988) • Bulletin Boards (1970s) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 62
  63. 63. Social Networking search engine optimisation These sites are not so helpful for SEO and are more used for their immense traffic potential They are good for branding, communication, making connections and increasing a website's internet “footprint” Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 63
  64. 64. Social Bookmarking search engine optimisation Social Bookmarking Saving, sharing and sometimes voting on things you find interesting. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 64
  65. 65. search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 65
  66. 66. Social Bookmarking search engine optimisation Make sure your content is getting bookmarked, your competitors is!!! Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 66
  67. 67. search engine do? What can you optimisation 5) Manage change. Consider processes and tools to provide an approach for managing increasingly important website updates and migrations. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 67
  68. 68. Website updates and migrations search engine optimisation • Site migration best practice (domains, hosting etc) • Auditing indexed and public pages • Planning redirects and redirection rules • Testing redirections have been set up correctly • Error handling • Preventing / mitigating against near total loss of organic search traffic Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 68
  69. 69. Summary search engine optimisation 1. Understand that search engine optimisation (SEO) is not a magic wand - build it into your processes. 2. Use freely available tools 3. Describe your content clearly - let your content market itself. 4. Encourage users to link to your content - it's a sign of relevance. 5. Manage change - consider the impact of website updates and migrations on where your traffic is coming from. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 69
  70. 70. search engine optimisation www.guava.co.uk Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 70
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