Understanding SEO


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  • Intro me- what I do Aim of today – understand Google – when I refer to Google I do mean all other search engines too. I’ve made up a list of the most popular products, which I’ll hand out to you now, what we will touch on today though are Web search Image search (this morning) Maps Ad words Analytics We may touch on Blogger and trends if we have time
  • Google began in January 1996, as a research project by Larry Page at University = when he thought that analysing relationships between websites was better than just looking at keywords and the number of times they appear ont eh site . They hypothesized that a search engine that analyzed the relationships between websites would produce better ranking of results than existing techniques, which ranked results according to the number of times the search term appeared on a page.[6] Their search engine was originally nicknamed "BackRub" because the system checked backlinks to estimate the importance of a site.[7] A small search engine called Rankdex was already exploring a similar strategy.[8]
  • Around 140 products the Google has active at the moment. HAND OUT - GOOGLE PRODUCTS LIST Although Web search is the most important, Ad words has 99% of Google's revenue is derived from its advertising programs US$10.492 billion in total advertising revenues and only US$112 million in licensing and other revenues.
  • As Google web search – Google’s core product, it’s aim is to give relvant results In essence this product is free to use and free to register on
  • What you are hoping Google will do is when someone types in yoru name – you appear at the top
  • See the little map too – I’ll show you that later
  • What is a bit trickier – is when someone types in a BROADER term – like PUB NEWBURY – you still want to appear at the top
  • It has little robots that visit your site
  • Is probably around 3 months out of date – EXERCISE- check when google last visited your site Type in tyep in pub newbury – click on the CACHE link Now look at the last tiem the webstie was vistied. Can you also see the blue and yellow text – those are the keywords that match our words we’ve typed in
  • I used the word PageRank – what is that …… well it is the cululation of 5 pointed star of Google Pagerank works out all these things on the star and turns them into a number 1 – 9 - BBC 10 – Not linear
  • We don’t want to appear in the top Ten in Google on a word like Liverpool City Football Club do we? No-one would click on our site, as when they got there, there would be nothing about Liverpool City Football Club on it!! So your keywords need to be relevant
  • But I fyou don’t subscribe to one fo these services, how do you end up getting here?
  • When people visit, ask them what they typed in, how they found you on the web Keyword tracker will allow us to put down our gut feelings and see how popular they are Adwords here is used just to get ideas not to think through the adwords thing
  • So we want to appear in the top ten on words that are relevant to what we do If your keywords match words that people are typing into Google then there is a match. And then you’ll queue politely in your PAGERANK EXERCISE – do a gut feeling list, start to put down some phrases now Recommended by say AA or RAC or Alistair Sawday EXERCISE – now try those in Google – what appears? These are great but don’t mean much until we know which of these keywords are actually being used by searchers
  • Updating content is key to the success of your site
  • Create a diary of content and WRITe it in your diary
  • People don’t know that internal links are important too – it can show Google which pages YOU see as important too! First we’ll look at external links
  • EXERCISE – check your PageRank, write it on your page - keywords
  • Let’s go an have a look around trip advisor for your area – look at trip advisor and type in pubs in newbury What does it say about the yew tree inn? Try your area? Check out your area – who is listed?
  • Understanding SEO

    1. 1. Welcome
    2. 3. Google history <ul><li>1996 </li></ul><ul><ul><li>Hypothesis analysing relationships between websites better than analysing just search terms </li></ul></ul><ul><ul><li>‘ BACKRUB’ </li></ul></ul><ul><li>google.com 15 September 1997 </li></ul>
    3. 4. Google Products <ul><li>Web search - is only one product </li></ul><ul><li>Image search </li></ul><ul><li>Ad words </li></ul><ul><li>Maps </li></ul><ul><li>Analytics </li></ul><ul><li>Blogger and Trends </li></ul>
    4. 5. What is Google web search trying to do? <ul><li>Give it’s users results of websites that are… </li></ul><ul><li>Relevant </li></ul><ul><li>Content rich </li></ul><ul><li>Change often </li></ul><ul><li>Other people think are great </li></ul>
    5. 10. How does web search work? <ul><li>Visits – copies your content </li></ul><ul><li>Visits other sites </li></ul><ul><ul><li>Tallies up links to your site </li></ul></ul><ul><li>Creates a rank of your site </li></ul><ul><ul><li>PageRank </li></ul></ul><ul><li>Re-visits </li></ul>
    6. 11. ‘ Pub Newbury’ <ul><li>Google, searches for those words in their library </li></ul><ul><li>Lists the sites </li></ul><ul><ul><li>Highest page rank with most relevant content </li></ul></ul>
    7. 14. What does Google have for you? <ul><li>Let’s look at your cache </li></ul><ul><li>Type in your domain name </li></ul><ul><li>Cache </li></ul>
    8. 16. Keywords Content Updates Links
    9. 17. Content & Keywords Keywords Content
    10. 18. Keywords <ul><li>‘ a phrase a potential customer would use when searching online for your products and services’ </li></ul>
    11. 19. Typical keywords <ul><li>‘ Best places to eat in Sidmouth’ </li></ul><ul><li>‘ Bed and Breakfast Honiton’ </li></ul><ul><li>‘ Devon’ </li></ul><ul><li>‘ Brown shoes’ </li></ul><ul><li>‘ Logs for sale Devon’ </li></ul>
    12. 20. <ul><li>Type into Google </li></ul><ul><ul><li>a phrase where you want to appear </li></ul></ul><ul><li>What appears first? Do you appear? </li></ul><ul><li>How many pages were searched? </li></ul>
    13. 25. <ul><li>Radio ( 757,000,000) </li></ul><ul><li>Roberts Radio (7,950,000) </li></ul><ul><li>Roberts Radio R250 Red(6,420) </li></ul>narrow broad Less people searching Less competition More people searching More competition Not very accurate
    14. 26. Buying Theory <ul><li>More detailed search (Narrower) </li></ul><ul><li>More likely to be at point of buying </li></ul><ul><li>Research </li></ul><ul><li>Refine </li></ul><ul><li>Purchase </li></ul>
    15. 27. Broad keywords <ul><li>Loads of visitors </li></ul><ul><li>Loads of competitors </li></ul><ul><li>Catching visitors early ‘hoping’ they’ll stay </li></ul><ul><li>Not always the right people </li></ul><ul><li>Very expensive </li></ul>
    16. 28. Narrow keyword phrases <ul><li>Not as many visitors </li></ul><ul><li>Not much competition </li></ul><ul><li>Likely to know exactly what they want </li></ul><ul><li>More likely to buy </li></ul>
    17. 29. What’s best for you? <ul><li>Bit of a mix </li></ul><ul><li>Mostly targeted narrow phrases </li></ul><ul><li>Try one broad phrase </li></ul>
    18. 30. How do we decide our Keywords? <ul><li>Brainstorm </li></ul><ul><li>Research using tools </li></ul>
    19. 31. Brainstorm <ul><ul><li>Around 10 - 15 keyword phrases </li></ul></ul><ul><ul><li>Business name, ty pe of business </li></ul></ul><ul><ul><li>Location – and surrounding areas </li></ul></ul><ul><ul><li>What you offer, specific brands </li></ul></ul><ul><ul><li>Specific offering – dog friendly </li></ul></ul><ul><ul><li>Recommendations/associations </li></ul></ul>Keywords Content
    20. 32. Ideas cont… <ul><ul><li>What niches do you serve? </li></ul></ul><ul><ul><li>How do your customers describe what you do? </li></ul></ul><ul><ul><li>How do your competitors answer these questions? </li></ul></ul>
    21. 33. worksheet <ul><li>Type the keyword phrase into Google </li></ul><ul><li>Make a note of how many pages are searched (your competition) </li></ul><ul><li>Decide if they are broad or narrow </li></ul>
    22. 34. Tools <ul><ul><li>http://www.google.com/sktool/ </li></ul></ul><ul><li>Let’s type in your domain name </li></ul><ul><li>C lick ‘find keywords’ </li></ul><ul><ul><li>Q uantity of searches – actual people </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><li>Type in a competitors domain name </li></ul>
    23. 36. Keyword placement <ul><li>Assign your keywords to your pages </li></ul><ul><ul><li>Home page, other pages </li></ul></ul><ul><ul><li>Product listings </li></ul></ul><ul><ul><li>Footers </li></ul></ul><ul><li>In your Text.. </li></ul>
    24. 39. <ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>We provide a free delivery service on all products to anywhere in mainland UK, for next day delivery please order by 2pm. </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings, Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul>
    25. 40. <ul><li>Bloomers Flowers online </li></ul><ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>Bloomers Flower delivery </li></ul><ul><li>We provide a free flower delivery service on all products to anywhere in the Honiton area including, Cullompton, Exeter, Tiverton and Bampton. For next day delivery please order by 2pm. </li></ul><ul><li>Bloomers for Artificial / Silk flowers </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings , Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Bloomers for Funeral flowers </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul><ul><li>Bloomers is a local Mid Devon Florist that specialises in wedding and funeral flowers. Covering the areas of Cullompton, Honiton, Exeter, Tiverton and Bampton. </li></ul>
    26. 41. Keyword placement cont.. <ul><li>In your navigation titles , and inline links </li></ul><ul><li>As page titles, your meta tags </li></ul><ul><li>PAGE TITLE - Build my own website - selfbuild websites - Sites Plus </li></ul><ul><li>DESCRIPTION – Everything you need to create a professional self build website for your business, quickly and easily. And all for much less than you'd think. </li></ul><ul><li>ADDRESS - www.sitesplus.co.uk/about.php </li></ul>
    27. 42. Create more content <ul><li>Content is KING </li></ul><ul><li>Create more content </li></ul><ul><ul><li>New pages </li></ul></ul><ul><ul><ul><li>Walks, local attractions </li></ul></ul></ul><ul><ul><ul><li>Your knowledge, history, expertise </li></ul></ul></ul><ul><ul><ul><li>Product descriptions, room descriptions </li></ul></ul></ul><ul><ul><li>Other content </li></ul></ul><ul><ul><ul><li>downloadable PDFs </li></ul></ul></ul>
    28. 43. <ul><li>site:www.yourdomainname.co.uk </li></ul><ul><li>How many pages do you have? </li></ul><ul><li>More pages = more spider food </li></ul>
    29. 44. <ul><li>Screen shot greethinking </li></ul><ul><li>site:www.greenthinking.co.uk </li></ul>
    30. 45. Updates Keywords Content Updates
    31. 46. Why? website website website website website Website New News! Website New event! Website New prices! Website New news!
    32. 47. Creation of regular new content <ul><li>Create a content plan </li></ul><ul><ul><li>New developments – redecoration? </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Regional events and promotions </li></ul></ul><ul><ul><li>Weather forecast (?!) </li></ul></ul><ul><ul><li>Closest beaches/pubs and reviews </li></ul></ul>
    33. 48. Check your updates <ul><li>Cache check on Google </li></ul><ul><li>http://www.archive.org/web/web.php </li></ul>
    34. 50. Links Internal links External links Keywords Content Updates Links
    35. 51. External Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link
    36. 52. PageRank <ul><li>www.prchecker.info </li></ul>1 8 10
    37. 54. Check your back links <ul><li>Check your back links </li></ul><ul><li>Links:www.yourdomainname.co.uk </li></ul><ul><li>Or </li></ul><ul><li>www.backlinkwatch.com </li></ul><ul><li>(Try a competitors too) </li></ul>
    38. 56. Link campaign <ul><li>Search for directories www.jayde.com </li></ul><ul><li>Business networks </li></ul><ul><li>Suppliers </li></ul><ul><li>Local directories </li></ul><ul><li>Include your keywords in the link </li></ul>
    39. 57. Link Quality <ul><li>Few good quality links are worth MUCH more than </li></ul><ul><li>Lots of bad quality links </li></ul>
    40. 58. Generating your own links…. <ul><li>Social Media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Review sites </li></ul></ul><ul><ul><li>On-line PR </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Networks </li></ul></ul>
    41. 59. Social Media – Don’t get it? <ul><li>Making the shift from </li></ul><ul><ul><li>Selling </li></ul></ul><ul><ul><li>to </li></ul></ul><ul><ul><li>Helping people buy </li></ul></ul>
    42. 60. Blogs <ul><li>http://gardenbirds.wordpress.com/ </li></ul><ul><li>Research local blogs – type in your area and blog in google </li></ul><ul><li>Write your own </li></ul><ul><ul><li>Do you have time? </li></ul></ul><ul><ul><li>Can you create enough content (ongoing)? </li></ul></ul><ul><ul><li>What’s your overriding message? </li></ul></ul>
    43. 61. <ul><li>Write as often as you can </li></ul><ul><li>Pick the right headlines </li></ul><ul><ul><li>The secret of pickling onions </li></ul></ul><ul><ul><li>Top tips for pickling onions </li></ul></ul><ul><ul><li>Things you never knew about pickling onions </li></ul></ul><ul><li>Join in other conversations too </li></ul><ul><li>Offer to ‘guest blog’ </li></ul>
    44. 62. <ul><li>Blogs help to build your reputation </li></ul><ul><li>As well as getting links to your site </li></ul>
    45. 63. Forums – Example Trip Advisor
    46. 65. Google Alerts <ul><li>Email updates of new content, yours and competitors </li></ul><ul><li>Track search terms </li></ul><ul><ul><li>Add search term “in quotation marks” </li></ul></ul><ul><ul><li>Type – Comprehensive </li></ul></ul><ul><ul><li>How often – as it happens </li></ul></ul>
    47. 66. Questions?