Understanding SEO

Welcome

Google history
1996
Hypothesis analysing relationships between websites better than analysing just search terms
‘ BACKRUB’
google.com 15 September 1997

Google Products
Web search - is only one product
Image search
Ad words
Maps
Analytics
Blogger and Trends
$10bn

What is Google web search trying to do?
Give it’s users results of websites that are…
Relevant
Content rich
Change often
Other people think are great

How does web search work?
Visits – copies your content
Stores it
Visits other sites
Tallies up links to your site
Creates a rank of your site
PageRank
Re-visits

‘ Pub Newbury’
Google, searches for those words in their library
Lists the sites
Highest page rank with most relevant content

What does Google have for you?
Let’s look at your cache
Type in your domain name
Cache

Relevant Content rich Change often Other people think are great Keywords Content Updates Links

Content & Keywords Keywords Content

Keywords
‘ a phrase a potential customer would use when searching online for your products and services’

Typical keywords
‘ Best places to eat in Sidmouth’
‘ Bed and Breakfast Honiton’
‘ Devon’
‘ Brown shoes’
‘ Logs for sale Devon’

Type into Google
a phrase where you want to appear
What appears first? Do you appear?
How many pages were searched?
(Competition)

Radio ( 757,000,000)
Roberts Radio (7,950,000)
Roberts Radio R250 Red(6,420)
narrow broad Less people searching Less competition More people searching More competition Not very accurate

Buying Theory
More detailed search (Narrower)
More likely to be at point of buying
Research
Refine
Purchase

Broad keywords
Loads of visitors
Loads of competitors
Catching visitors early ‘hoping’ they’ll stay
Not always the right people
Very expensive

Narrow keyword phrases
Not as many visitors
Not much competition
Likely to know exactly what they want
More likely to buy

How do we decide our Keywords?
Brainstorm – seed keywords
Revise/add using tools
Select from list

Brainstorm
Around 10 - 15 keyword phrases
Business name,
Ty pe of business – different variations
Location – and surrounding areas
What you offer, specific brands
Specific offering – dog friendly
Recommendations/associations
Keywords Content

Ideas cont…
What niches do you serve?
Luxury, cheap, last minute, children/no children, pets
How do your customers describe what you do?
How do your competitors answer these questions?

Worksheet
Type the keyword phrase into Google
Make a note of how many pages are searched (your competition)
Decide if they are broad or narrow

Tools
http://www.google.com/sktool/
Click find…to go to next page
Let’s type in your domain name
C lick ‘find keywords’
Q uantity of searches
Competition
OR type in just keywords
List any ideas!

SKTool
Now try typing in a competitors domain name
Any other ideas appear?
List them

Which ones to use?
Now look through your list
Highlight any that are good

Where should they go?

Keyword placement
Assign your keywords to your pages
Not just your home page
Other pages
How do you then get them in there?
1. In your Text..

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.
We provide a free delivery service on all products to anywhere in mainland UK, for next day delivery please order by 2pm.
Artificial/silk flowers can be used for all occasions from Weddings, Corporate events, birthdays, Christmas or as a Thank you.
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.

Bloomers Flowers online
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.
Bloomers Flower delivery
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.
Bloomers for Artificial / Silk flowers
Artificial/silk flowers can be used for all occasions from Weddings , Corporate events, birthdays, Christmas or as a Thank you.
Bloomers for Funeral flowers
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.
Bloomers is a local Mid Devon Florist that specialises in wedding and funeral flowers. Covering the areas of Cullompton, Honiton, Exeter, Tiverton and Bampton.

2. Product listings

3. Footers

4. In your navigation titles, and inline links

In Line Text - Example

5. Image titles
Image titles
Alt tags
descriptive
wedding-venue-devon-car.jpg Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon

6. As page titles, your meta tags
PAGE TITLE - Build my own website - selfbuild websites - Sites Plus
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.
ADDRESS - www.sitesplus.co.uk/about.php

7. Domain name
Useful to have keywords in your domain name
www.snowdropguesthouse.co.uk
www.hatherleighweddingvenue.co.uk

Create more content
Content is KING
More pages = more spider food
How many pages do you have?

How does Google see your site?
site:www.yourdomainname.co.uk

Content plan
Can you add new pages?
History
Ten tips for …..
Walks
Fuller room descriptions
Pdfs?
How to find us
Winning ways …

Updates Keywords Content Updates

Why? website website website website website Website New News! Website New event! Website New prices! Website New news!

Creation of regular new content
Create a content plan
New developments – redecoration?
Promotions
Regional events and promotions
Weather forecast (?!)
Closest beaches/pubs and reviews

Check your updates
Cache check on Google
http://www.archive.org/web/web.php

Screenshot Greenthinking archive

Links Internal links External links Keywords Content Updates Links

External Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link

PageRank
www.prchecker.info
1 8 10

Check your back links
Check your back links
Links:www.yourdomainname.co.uk
Or
www.backlinkwatch.com
(Try a competitors too)

Link campaign
Search for directories www.jayde.com
Business networks
Suppliers
Local directories
Niche directories
Include your keywords in the link

Link Quality
Few good quality links are worth MUCH more than
Lots of bad quality links
Check their page rank

Generating your own links….
Blogs
Review sites
On-line PR
Forums
Twitter
Networks

Social Media – Don’t get it?
Making the shift from
Selling
to
Helping people buy

Blogs
Blogs help to build your reputation
As well as getting links to your site
Research local blogs – type in your area/interest and select ‘blog’ in google
Join in conversations
Offer to ‘guest blog’
Offer for them to visit and review

Blog
Write your own
www.wordpress.com or www.blogger.com

Write as often as you can
Think about your persona
Pick the right headlines
The secret of pickling onions
Top tips for pickling onions
Things you never knew about pickling onions

Forums – Example Trip Advisor

Google Alerts
Email updates of new content, yours and competitors
Track search terms
Add search term “in quotation marks”
Type – Comprehensive
How often – as it happens

Google maps
http://maps.google.com/
> Put your business on Google Maps

Questions?

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Understanding SEO

by SitesPlus on Dec 17, 2009

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