Seo Principles V1.0

SEO Principles By Simon Wharton Managing Director

PushON is an Online Marketing agency dedicated to promoting and improving the website visibility of NW companies by enabling the people who are looking for the types of products and services you provide, to find your website quickly and easily. Who are we?

Established in 2005

Team of 7 industry-proven professionals with over 39 years of technical and marketing experience in Online Marketing

Council member for Manchester Digital (Trade body for North West ICT and new media sectors)

Approved consultant to the MDDA for Online Marketing

Member of the Chartered Institute of Marketing (CIM)

Google Adwords professionally qualified

Demonstrable track record of success

Holder of Professional Indemnity Insurance

Our Credentials:

Organic search marketing

Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media Optimisation (SMO)

Blog marketing

Online PR (e-pr)

Viral marketing

Pay per click (PPC)

Website Analysis

Consultancy

Outsourced online marketing department/manager

Our core competencies and services:

What are Search Engines?

An ever growing catalogue of all the websites and pages they can find on the internet

The main search engines in the UK are:

Google: www.google.co.uk

Live (MSN/Microsoft): www.live.co.uk

Ask: uk.ask.com

Yahoo: uk.search.yahoo.com

How do Search Engines work?

In simple terms, they match a word or phrase submitted as a search term against their log of uses of that word or phrase on websites that they know about.

For simple words or phrases, there may be several million results

Search Engines use many criteria to rank those results for relevance to your search term

Google search for Free ISP PPC Results: Organic Results:

Why is Organic Search Important?

6 to 8 times greater propensity to click

Persistence of results

Better ROI over time

Natural development of long tail/niche terms

SERP Results Eye Scanning Research

UK Executed Searches: Sourced from Hitwise http://www.hitwise.co.uk/datacenter/searchengineanalysis.php

Why do Search Engines Rank Sites? Relevance!

How do Search Engines choose to Rank a Site?

Meta Data

Title

Keywords

Description

Use of text on page

Frequency of updates

Quality of website code (indirectly)

Age of domain

Links to page/site

Volume

Quality

Many, many other criteria

Keyword Research: Seed List

What keywords would you use to find a product or service like yours?

What keywords would your Grandmother use to find a product or service like yours?

What keywords do your known competitors obviously use?

What keywords do your actual online competitors use?

Free Online Keyword Tools: http://tools.seobook.com/general/keyword/ https://adwords.google.com/select/KeywordToolExternal http://www.ranks.nl/

Mapping Keywords

Map Keywords to each page

Have 1 or 2 primary keyphrases with 1 or 2 related secondary terms

For the Free ISP example:

Primary: free ISP

Secondary: free ISP UK

Tertiary: free ISP provider

Where to Use Keywords?

URL

Page title

Meta data

Headings

Menu

In text

Alt text

Use of Keywords in Meta Data

Meta Description:

Use the primary and secondary keyphrases in a sensible sentence aimed at humans.

Length about 160 Characters

It is a call to action.

Some value in ranking

Use of Keywords in Meta Data

Meta Keywords:

Little value in search due to keyword stuffing historically

Adds some context

About 8 – 10 unique per page

Headings Headings H1 >

Use of Key Phrases in Text

Write good descriptive content in sensible chunks

Try and sensibly repeat use of your key phrase in the body text

Limit of usage on a page should be 5% (opinions vary!)

Bold

Italics

Bulleted lists

Use of Key Phrase in Alt Text Alt Text is an alternative to images Important for the visually impaired Generally appropriate to use a primary or secondary key phrase

Internal Linking