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
Websites aren’t read like books
Sensible linking using good anchor text helps:
Develop themes
Guide the Human
Add emphasis on the keyphrase on the linked to page

Questions and discussion

Simon Wharton t: 0870 757 488 m: 07900 224 764 e: simon@pushon.co.uk

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Seo Principles V1.0

by SimonWharton on Jul 01, 2008

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