SEO Basics : On Site Search Optimisation

SEO Basics : On Site
Andy Kinsey – SEO Andy

What’s in this presentation?
• What is SEO?
• The Basics of a Website & Web Page
• SERP’s
• Targeting Your Audience
• Content is King
• Keywords and Phrases in Content

Andy Kinsey 2012 - Basics of SEO - SEOAndy.com

What is SEO?
• SEO is short for Search Engine Optimisation
• SEO is the process of increasing the number of visitors to a website
• SEO is the process of increasing conversions
• SEO can be about gaining high ranking in search results pages (SERP’s)

SEO is the combination of tactics and strategies, including, but not limited to,
optimization of information architecture, usability, content focus, audience targeting,
design, development, keyword research, keyword placement, link building, social
media marketing and any other online or offline branding/marketing elements that
support the goal of receiving more traffic from search engines.
~ Rand Fishkin, SEO Moz
Source. ShoeMoney.com


What is a Website?
• A Group of Web Pages Linked Together
• Each Page is made of HTML and CSS
• Each Page can also include Images

What is HTML?
• HTML is the code that makes up the web
• HTML is the structure of a Web Page
• HTML is also the Content of a Web Page
• CSS is the styling of a Web Page


A Very Basic HTML Web Page

Head Section <html>
<head>
<title> Some Title </title>
<meta name=“description” content=“some content”/>
</head>

Content Section <body>
Your content
</body>
</html>


Optimising the Head Section
Page Title
This section is visible in the browser
and in search results pages (SERP’s).

Meta Description
This is visible in search results pages

Together both sections can help
elicit click-through’s from SERP’s


Optimising the Content Section
The Content Section includes

• Your Company Name / Logo
• Your Website Navigation
• Your Web Page Content
• Your Images
• Your Other Content
• Your Footer

It is everything a person will see and
read on your website itself.


What is a SERP?
A Search Results Page

Making a Search
• Enter a Search Term
• Hit Search
• SERP is Displayed
• User Clicks Search Result

The higher up the rankings the more
likely you are to be clicked.


So, What is SEO? Create
Content

Optimisation Indexation

Analysis Get Visitors


Targeting Your Audience
• Think You Know Your Audience
• Think Again!

Things to consider
• Age Range & focus
• Male or Female focus
• Sexual Orientation focus (if any)
• Career / Paygrade
• Family and Friend Connections Together you can create a persona
And from this focus Your Content


What is Content?

Content is EVERYTHING

• Content is Your Navigation
• Content is Your Images
• Content is Your Text
• Content is Your Blogs Comments
• Content is Your Sidebar Widgets

• Content is EVERYTHING


Keywords & Key Phrases
Keywords Key Phrases
• A Keyword is a focus word • A Key Phrase is a set of Keywords
• Usually 3 or 4 should be assigned to • Together they may form a phrase
a page
For example
• Each should be naturally focused in
your content Keywords: Cheese & Toast

• A Keyword is hard to rank highly for Key Phrase: Cheese on Toast

• A Keyword always has competition • Key Phrases are easier to rank for

• Keywords are not a solution • They are called “long tails”
• They will have less competition


• Key Phrases can Naturally fit into content
• They can be used in combination with individual
keywords

Using Example 1

Key Phrases I like cheese, beans and toast. I also like eggs, milk
and bacon with my toast.
for Example 2
Optimisation I like cheese on toast with beans. I also like eggs and
bacon with my toast and a glass of milk.
Optimising with Keywords
as Phrases Both are relevant, but example two has a high
chance of ranking highly.
This technique can be used in both your head and
content area.

Keeping it Natural
• There is no use in Keyword Stuffing
• You will not rank higher for using it again and again
• If you do you may get penalised

Natural Language Wins
• Google uses Natural Language search
• This means it can tell the difference between great
content
and Crap!
• Do not think you can trick Google or Bing or Yahoo!
• Write content of value to your users Don’t Chance It
• If you write naturally, it will increase your chances of Don’t try to manipulate
ranking highly in search results pages search engines
• So Keep It Simple Stupid
• And write for your visitors and their friends.


For Further information about optimising
your website visit SEOAndy.com

Good Luck

SEO Basics : On Site Search Optimisation

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