Search Engine OptimisationSearch engine optimization (SEO) is the process of affecting the visibility of a website or a web page in asearch engines search results.“Organic v Paid”Organic search results, or natural search results, are the unpaid listings that result from a search on asearch engine. Paid search results are adverts that appear to be search results on the same page, usuallyat the top or right hand side of the page, but are in fact paid for via a tool such as Google AdWords.What is SEO
Who Are The PlayersGlobalGoogle 88%Bing 4%Baidu 4%Yahoo 2%Ask.com 1%Other 1%
“Within search results, information tied to verified online profiles will be ranked higher thancontent without such verification, which will result in most users naturally clicking on the topverified results. The true cost of remaining anonymous, then, might be irrelevance.”-Eric Schmidt, Google Exec ChairmanCertain queries just cannot be answered by the web – no matter how intelligent crawlers and developers get. But thesequestions CAN be solved by friends and family. For example, consider the query, “Who should I vote for?/What should Ido this weekend?”Brands have a responsibility to produce content that engages their audiences. This will inherently boost websiteconversions, and subsequently interactions and social shares.Importance of Social
“Metadata, title tags, etc. were once the gold standard of SEO, but nowthey’re the base line. The reality: If there is a big collection of peopletalking about a person, search engines are drawn to the person or site totry and understand what all the fuss is about.”Duane Forrester – Bing Senior Program ManagerImportance of Social
: A Case StudyWith a billion page views per month and 1,000 new registered users each day,the Mail Online is the world’s most popular newspaper website. What’s itssecret?The journalists and the editorial staff don’t have anything to do with the SEOside of things - there is an SEO teamLong keyword rich headlines. These keywords are used in the URL, theheadline, the page title, the preview text and anywhere that mentions or linksto the article, as well as in the images alt text.Mail Online has a very long homepage, featuring a huge number of articles –around 700 are published on the site each day – as well as 1,000s of links, bigpictures and the infamous ‘Sidebar of Shame’. All of this is excellent for SEO.Some users click on 40 articles in one visit.Including questions in headlines and within the copy of the article encouragescomments.
: A Case StudyWhatever is trending on Google News, be it in the US or the UK, Mail Online will be writing lots aboutit. Mail Online targets the US audience really well. Its journalists will write about celebrity stories inthe US that the British press wouldn’t necessarily cover.Link baiting – e.g. Samantha Brick article, and follow up; Richard Littlejohn; Jan Moir
• Social media profiles and pages can be optimised as well• Use a number of social channels – Pinterest, Instagram (now has a webpresence)• Get a Custom URL and optimise it• Optimise your image titles – images posted to Facebook retain their originalfilename• Use your social media channels to create in bound links• Utilise Facebook Notes• Take advantage of the about me section – include keywords and links• Do your keyword research• Google PlusSocial SEO
SEO ToolsGoogle TrendsGoogle Keyword Tool
Don’t Forget Image Search
FinallyAttempt to put good, editorial, polishedinformation and ideas out there – butpeople decide what quality is, andsearch engines follow what peoplewant.