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Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
Essentials of Search Engine Optimisation (SEO)
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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 …

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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  • 1. Essentials of Search Engine Optimisation The Internet Conference 2010
  • 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. Search Engine Market Share Source: Hitwise, December 2009 Google 89.4% Bing 3.03% Yahoo 5% Other 2.57%
  • 4. Are You Getting Indexed?
  • 5. Roadblock: Frames
  • 6. Roadblock: Flash
  • 7. Roadblock: JavaScript
  • 8. Roadblock: JavaScript
  • 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. Title Tag Importance
  • 11. Title Tag Importance
  • 12. Title & Meta Tags
  • 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. Checking Keyword Density www.seoquake.com
  • 15. Keyword Density
  • 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. 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. 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. Keyword Research https://adwords.google.com/select/KeywordToolExternal
  • 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. Keyword Research
  • 22. Keyword Research
  • 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. 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. 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. Keyword Examiner www.keywordexaminer.com
  • 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. Who Links to You? linkdomain:mysite.com
  • 29. Major Directories
  • 30. Major Directories
  • 31. Major Directories
  • 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. Blogging
  • 34. Blogging: WordPress
  • 35. WordPress
  • 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. Link Request Example
  • 38. Link Request Example
  • 39. Viral Content: Resources
  • 40. Viral Content: YouTube
  • 41. Viral Content: Video
  • 42. Optimising For YouTube
  • 43. Optimising For YouTube
  • 44. Optimising For YouTube
  • 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. Google Places
  • 47. Google Places
  • 48. Google Places
  • 49. Google Places
  • 50. Google Places
  • 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. Thank You <ul><li>www.ianlockwood.net/resources </li></ul>

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