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Essentials of Search Engine Optimisation The Internet Conference 2010
Agenda <ul><li>Indexing </li></ul><ul><li>Web Page Optimisation </li></ul><ul><li>Keyword Research </li></ul><ul><li>Link ...
Search Engine Market Share Source: Hitwise, December 2009 Google 89.4% Bing 3.03% Yahoo 5% Other 2.57%
Are You Getting Indexed?
Roadblock: Frames
Roadblock: Flash
Roadblock: JavaScript
Roadblock: JavaScript
Other Roadblocks <ul><li>Pop-up windows </li></ul><ul><li>Text as graphics </li></ul><ul><li>Robots.txt </li></ul><ul><li>...
Title Tag Importance
Title Tag Importance
Title & Meta Tags
Keyword Density <ul><li>The percentage of all the text on a page represented by a word or phrase </li></ul><ul><li>How a s...
Checking Keyword Density www.seoquake.com
Keyword Density
<ul><li>Heading tags emphasise keywords </li></ul><ul><li>Also use bold and italics for emphasis </li></ul>Structuring Con...
Anchor Text <ul><li>Anchor text is the visible hyperlinked text on the page </li></ul><ul><li>Can be used to strengthen ke...
Finding Relevant Words & Phrases <ul><li>No point being no.1 for a phrase nobody searches for </li></ul><ul><li>Aiming for...
Keyword Research https://adwords.google.com/select/KeywordToolExternal
Aim For The Top Position Click Through Rate 1 42.30% 2 11.92% 3 8.44% 4 6.03% 5 4.86% 6 3.99% 7 3.37% 8 2.98% 9 2.83% 10 2...
Keyword Research
Keyword Research
Case Study: Injury Compensation <ul><li>Keyword research tools return hundreds of terms for any given topic, e.g.  “no win...
Case Study: Injury Compensation Keywords Search Count per month Total Search Results Competitors with term in Title tag  P...
Case Study: Injury Compensation Keywords Search Count per month Total Search Results Competitors with term in Title tag  P...
Keyword Examiner www.keywordexaminer.com
Why Are Links Important? <ul><li>Key to Google’s algorithm: </li></ul><ul><ul><li>Indicator of value: PageRank </li></ul><...
Who Links to You? linkdomain:mysite.com
Major Directories
Major Directories
Major Directories
Blogging <ul><li>Quality content </li></ul><ul><li>Regular </li></ul><ul><li>Part of the community </li></ul><ul><li>Syndi...
Blogging
Blogging: WordPress
WordPress
Important Blog Features for SEO <ul><li>Regularly updated </li></ul><ul><li>Quicker indexing </li></ul><ul><li>Attraction ...
Link Request Example
Link Request Example
Viral Content: Resources
Viral Content: YouTube
Viral Content: Video
Optimising For YouTube
Optimising For YouTube
Optimising For YouTube
Optimising For YouTube <ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Tags </li></ul><ul><li>Links </li></u...
Google Places
Google Places
Google Places
Google Places
Google Places
<ul><li>No spam! </li></ul><ul><li>As much info as possible, including images & videos </li></ul><ul><li>SEO’d website </l...
Thank You <ul><li>www.ianlockwood.net/resources </li></ul>
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Essentials of Search Engine Optimisation (SEO)

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Ian Lockwood's no-nonsense and concise overview of the essentials of Search Engine Optimisation (SEO). What are the practical steps you need to take to improve your rankings in the search engines? How do you need to build your website to please the search engines? In clear and simple language you will learn the latest techniques for you to use to make an impact on your website visibility in the search engines.

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Transcript of "Essentials of Search Engine Optimisation (SEO)"

  1. 1. Essentials of Search Engine Optimisation The Internet Conference 2010
  2. 2. Agenda <ul><li>Indexing </li></ul><ul><li>Web Page Optimisation </li></ul><ul><li>Keyword Research </li></ul><ul><li>Link Building </li></ul><ul><li>Blogging </li></ul><ul><li>Video </li></ul><ul><li>Local Search </li></ul>
  3. 3. Search Engine Market Share Source: Hitwise, December 2009 Google 89.4% Bing 3.03% Yahoo 5% Other 2.57%
  4. 4. Are You Getting Indexed?
  5. 5. Roadblock: Frames
  6. 6. Roadblock: Flash
  7. 7. Roadblock: JavaScript
  8. 8. Roadblock: JavaScript
  9. 9. Other Roadblocks <ul><li>Pop-up windows </li></ul><ul><li>Text as graphics </li></ul><ul><li>Robots.txt </li></ul><ul><li>Re-directs </li></ul><ul><li>Password protected content </li></ul>
  10. 10. Title Tag Importance
  11. 11. Title Tag Importance
  12. 12. Title & Meta Tags
  13. 13. Keyword Density <ul><li>The percentage of all the text on a page represented by a word or phrase </li></ul><ul><li>How a search engine understands what a page is “about” </li></ul><ul><li>2% to 10% target </li></ul>
  14. 14. Checking Keyword Density www.seoquake.com
  15. 15. Keyword Density
  16. 16. <ul><li>Heading tags emphasise keywords </li></ul><ul><li>Also use bold and italics for emphasis </li></ul>Structuring Content Kitchen Worktop Repairs We provide kitchen worktop repairs in Nottingham, Derby, Leicester, Lincoln and Northampton. Worktop Repairs Nottingham Based in Nottingham, Best Worktop Repairs can repair granite and composite kitchen worktops. Granite Worktop Repairs Our granite worktop repairs are the best in the business, using a special formula to fill granite chips without leaving a trace. <h1> <h2> <h3> <p> <p> <em>
  17. 17. Anchor Text <ul><li>Anchor text is the visible hyperlinked text on the page </li></ul><ul><li>Can be used to strengthen keyword density </li></ul><ul><li>Anchor text phrases should include your key search terms. Example: </li></ul><ul><ul><ul><li>Bad: For kitchen worktop repairs, click here </li></ul></ul></ul><ul><ul><ul><li>Good: Kitchen worktop repair information </li></ul></ul></ul>
  18. 18. Finding Relevant Words & Phrases <ul><li>No point being no.1 for a phrase nobody searches for </li></ul><ul><li>Aiming for highly-popular phrases may be difficult or deliver poor ROI </li></ul><ul><li>Do the chosen phrases convert? </li></ul><ul><ul><ul><li>Traffic is pointless without sales! </li></ul></ul></ul>
  19. 19. Keyword Research https://adwords.google.com/select/KeywordToolExternal
  20. 20. Aim For The Top Position Click Through Rate 1 42.30% 2 11.92% 3 8.44% 4 6.03% 5 4.86% 6 3.99% 7 3.37% 8 2.98% 9 2.83% 10 2.97% 11 0.66% 21 0.29%
  21. 21. Keyword Research
  22. 22. Keyword Research
  23. 23. Case Study: Injury Compensation <ul><li>Keyword research tools return hundreds of terms for any given topic, e.g. “no win no fee”, “accident claim”, “personal injury” etc. </li></ul><ul><li>Millions of sites compete for these visitors: </li></ul><ul><ul><li>“ no win no fee”: 4.5m sites </li></ul></ul><ul><ul><li>“ accident claim”: 6m sites </li></ul></ul><ul><ul><li>“ personal injury”: 36m sites </li></ul></ul><ul><li>Best terms: Enough people searching but few enough competing websites. </li></ul>
  24. 24. Case Study: Injury Compensation Keywords Search Count per month Total Search Results Competitors with term in Title tag Pages with exact phrase in text Accident claim 756,000 6,000,000 18,800 667,000 Accident claim expert 11,300 1,370,000 605 3,750 Road traffic accident compensation 240 1,500,000 352 831 Whiplash injury compensation 170 365,000 316 5,000 Work accident compensation claim 490 1,260,000 37 738 Industrial injury compensation 140 1,330,000 79 9,830 Whiplash injury claim UK 8 327,000 0 1 Whiplash compensation award 8 102,000 1 3
  25. 25. Case Study: Injury Compensation Keywords Search Count per month Total Search Results Competitors with term in Title tag Pages with exact phrase in text Accident claim 756,000 6,000,000 18,800 667,000 Accident claim expert 11,300 1,370,000 605 3,750 Road traffic accident compensation 240 1,500,000 352 831 Whiplash injury compensation 170 365,000 316 5,000 Work accident compensation claim 490 1,260,000 37 738 Industrial injury compensation 140 1,330,000 79 9,830 Whiplash injury claim UK 8 327,000 0 1 Whiplash compensation award 8 102,000 1 3
  26. 26. Keyword Examiner www.keywordexaminer.com
  27. 27. Why Are Links Important? <ul><li>Key to Google’s algorithm: </li></ul><ul><ul><li>Indicator of value: PageRank </li></ul></ul><ul><ul><li>Indicator of relevance: Anchor text </li></ul></ul><ul><li>Best links from: </li></ul><ul><ul><li>Highly trusted sites </li></ul></ul><ul><ul><li>Pages with relevant content </li></ul></ul><ul><ul><li>Your keywords as anchor text </li></ul></ul>
  28. 28. Who Links to You? linkdomain:mysite.com
  29. 29. Major Directories
  30. 30. Major Directories
  31. 31. Major Directories
  32. 32. Blogging <ul><li>Quality content </li></ul><ul><li>Regular </li></ul><ul><li>Part of the community </li></ul><ul><li>Syndication </li></ul>
  33. 33. Blogging
  34. 34. Blogging: WordPress
  35. 35. WordPress
  36. 36. Important Blog Features for SEO <ul><li>Regularly updated </li></ul><ul><li>Quicker indexing </li></ul><ul><li>Attraction of links </li></ul><ul><li>Easy on-page optimisation </li></ul><ul><li>Comments </li></ul>
  37. 37. Link Request Example
  38. 38. Link Request Example
  39. 39. Viral Content: Resources
  40. 40. Viral Content: YouTube
  41. 41. Viral Content: Video
  42. 42. Optimising For YouTube
  43. 43. Optimising For YouTube
  44. 44. Optimising For YouTube
  45. 45. Optimising For YouTube <ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Tags </li></ul><ul><li>Links </li></ul><ul><li>Sharing </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Embeds </li></ul></ul><ul><ul><li>Views </li></ul></ul>
  46. 46. Google Places
  47. 47. Google Places
  48. 48. Google Places
  49. 49. Google Places
  50. 50. Google Places
  51. 51. <ul><li>No spam! </li></ul><ul><li>As much info as possible, including images & videos </li></ul><ul><li>SEO’d website </li></ul><ul><li>Specific categories </li></ul><ul><li>Entries in other local directories </li></ul><ul><li>Reviews </li></ul>Tips For Local Optimisation
  52. 52. Thank You <ul><li>www.ianlockwood.net/resources </li></ul>
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