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Search Engine Optimisation Fundamentals
 

Search Engine Optimisation Fundamentals

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A presentation to the Golf Club Managers Association on the fundamentals of Search Engine Optimisation [SEO] and some of the key tools they can use to better understand the performance of their ...

A presentation to the Golf Club Managers Association on the fundamentals of Search Engine Optimisation [SEO] and some of the key tools they can use to better understand the performance of their website in the search results

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    Search Engine Optimisation Fundamentals Search Engine Optimisation Fundamentals Presentation Transcript

    • Search Engine Optimisation WiltsWebDesign.co.ukDelivering traffic to your websiteSlides available from www.wiltswebdesign.co.uk 1 1
    • Search Engine Optimisation WiltsWebDesign.co.uk Download Slides from www.159.be Slides Available from www.wiltswebdesign.co.ukSlides available from www.wiltswebdesign.co.uk 2 2
    • Search Engine Optimisation WiltsWebDesign.co.uk 3Slides available from www.wiltswebdesign.co.uk 3
    • Search Engine OptimisationSo Andy –Are you going to tell ushow to get to WiltsWebDesign.co.ukNUMBER 1in Google 4Slides available from www.wiltswebdesign.co.uk 4
    • Search Engine Optimisation• Introduction• Why SEO• Search Engine Optimisation• Other Google Territory WiltsWebDesign.co.uk• Close 5Slides available from www.wiltswebdesign.co.uk 5
    • Search Engine Optimisation I don’t think my How do I get website’s more people to working for visit my website? me, what can I do? WiltsWebDesign.co.uk 6Slides available from www.wiltswebdesign.co.uk 6
    • Search Engine Optimisation How is your website performing right now? I don’t think my website’s working for me, what can I do? WiltsWebDesign.co.uk 7Slides available from www.wiltswebdesign.co.uk 7
    • Search Engine Optimisation Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing WiltsWebDesign.co.uk 8Slides available from www.wiltswebdesign.co.uk 8
    • Search Engine OptimisationWebsite performance – what you need to know• How many visitors does your site attract?• What do they do whilst they are there – How many pages do they look at? – How long do they spend on the site? WiltsWebDesign.co.uk – How does this compare against the targets set for the site? – How many conversions occur? • Sales • Email contact • Subscription • Calls 9Slides available from www.wiltswebdesign.co.uk 9
    • Search Engine OptimisationAnalytics – www.google.com/analytics WiltsWebDesign.co.uk 10Slides available from www.wiltswebdesign.co.uk 10
    • Search Engine OptimisationWebmaster – www.google.com/webmaster WiltsWebDesign.co.uk 11Slides available from www.wiltswebdesign.co.uk 11
    • Search Engine Optimisation Lots of visitors but not many enquiries? How do I get more people to Let’s look at your site visit my website? WiltsWebDesign.co.uk 12Slides available from www.wiltswebdesign.co.uk 12
    • Search Engine Optimisation Is your site ready? Do the pages open quickly? Is it easy to navigate? WiltsWebDesign.co.uk Loaded with compelling and relevant content? 13Slides available from www.wiltswebdesign.co.uk 13
    • Search Engine OptimisationDoes it Grab the Attention? A– Grab their ATTENTION I– Generate an INTEREST WiltsWebDesign.co.uk D– Build the DESIRE A– Promote the ACTION 14Slides available from www.wiltswebdesign.co.uk 14
    • Search Engine Optimisation Great conversion % - then let’s look building visitor numbers WiltsWebDesign.co.uk 15Slides available from www.wiltswebdesign.co.uk 15
    • Search Engine Optimisation WiltsWebDesign.co.ukDelivering traffic to your websiteSlides available from www.wiltswebdesign.co.uk 16 16
    • Search Engine Optimisation WiltsWebDesign.co.uk 17Slides available from www.wiltswebdesign.co.uk 17
    • Search Engine OptimisationWhat IS SEO – and what’s all the fuss about? WiltsWebDesign.co.uk 18Slides available from www.wiltswebdesign.co.uk 18
    • Search Engine OptimisationWhat IS SEO – and what’s all the fuss about? SEO is the art and science of making a web site “Search Engine Friendly” in order to move theAndy Poulton site higher in the Search Engine Results Pages [SERPs] without loosing site of the intended WiltsWebDesign.co.uk target audience 19Slides available from www.wiltswebdesign.co.uk 19
    • Search Engine OptimisationThe Problem WiltsWebDesign.co.uk 20Slides available from www.wiltswebdesign.co.uk 20
    • Search Engine Optimisation WiltsWebDesign.co.uk 21Slides available from www.wiltswebdesign.co.uk 21
    • Search Engine Optimisation 83% of web users use Search Engines 95% use Google WiltsWebDesign.co.uk 50% of users go beyond page 1 10% of users venture past page 2 22Slides available from www.wiltswebdesign.co.uk 22
    • Search Engine OptimisationThe Solution WiltsWebDesign.co.uk 23Slides available from www.wiltswebdesign.co.uk 23
    • Search Engine OptimisationWhat’s the big secret? Do the right things right There Isn’t one! and WiltsWebDesign.co.uk get the right results 24Slides available from www.wiltswebdesign.co.uk 24
    • Search Engine OptimisationAre you registered? WiltsWebDesign.co.uk 25Slides available from www.wiltswebdesign.co.uk 25
    • Search Engine Optimisation www.dmoz.org WiltsWebDesign.co.uk 26Slides available from www.wiltswebdesign.co.uk 26
    • Search Engine OptimisationHow do Search Engines Work?• Search Engines use Robots to Spider sites• Search Engines rank web sites against own unique criteria• Sites can be optimised if criteria understood WiltsWebDesign.co.uk• These criteria are NOT fixed ! 27Slides available from www.wiltswebdesign.co.uk 27
    • Search Engine Optimisation Ask 4% Bing 10% Yahoo Google 1 2 12% 72% 3 WiltsWebDesign.co.uk 4 28Slides available from www.wiltswebdesign.co.uk 28
    • Search Engine Optimisation WiltsWebDesign.co.uk Probably the most important content on your web site 29Slides available from www.wiltswebdesign.co.uk 29
    • Search Engine OptimisationChoosing Keywords• Think like a customer• Think laterally• Brainstorm Keywords• Ask everyone WiltsWebDesign.co.uk – Search using your keywords and see what appears• Use the free Google keyword tool http://goo.gl/ah50 30Slides available from www.wiltswebdesign.co.uk 30
    • Search Engine Optimisation WiltsWebDesign.co.uk 31Slides available from www.wiltswebdesign.co.uk 31
    • Search Engine Optimisation Where do they go? WiltsWebDesign.co.uk 32Slides available from www.wiltswebdesign.co.uk 32
    • Search Engine OptimisationWhere to place KeywordsHTML Title• about 80 characters WiltsWebDesign.co.uk• 3 or 4 keywords• Make each page title relevant to each particular page 33Slides available from www.wiltswebdesign.co.uk 33
    • Search Engine Optimisation WiltsWebDesign.co.uk 34Slides available from www.wiltswebdesign.co.uk 34
    • Search Engine OptimisationMeta Description Tag WiltsWebDesign.co.uk – Limit to around 150 characters – Use on every page – Customise for each page 35Slides available from www.wiltswebdesign.co.uk 35
    • Search Engine OptimisationAlternative Attribute – aka Alt Tag WiltsWebDesign.co.uk – Every Image needs one – Build Keyword Count – Comply with Disability Discrimination Act - Accessibility 36Slides available from www.wiltswebdesign.co.uk 36
    • Search Engine OptimisationName files with keywordsHTML page name www.sbas.org.uk/non-executive-director.htm – Images non-executive-director.jpg WiltsWebDesign.co.uk• Use keywords for Text Links [Anchor Text] Non Executive Directors 37Slides available from www.wiltswebdesign.co.uk 37
    • Search Engine Optimisation Header Tags <H1> </H1> A Highlighter for the Search Engines WiltsWebDesign.co.uk 38Slides available from www.wiltswebdesign.co.uk 38
    • Search Engine OptimisationWhere the Keywords go – A Summary• Page Content• HTML Page Title• Meta Page Description• File / Image Names WiltsWebDesign.co.uk• ALT Attributes• Header Tags• Navigation Link Anchor Text• URLs 39Slides available from www.wiltswebdesign.co.uk 39
    • Search Engine OptimisationWhat Else Counts?Backlinks WiltsWebDesign.co.uk 40Slides available from www.wiltswebdesign.co.uk 40
    • Search Engine OptimisationWhat Else Counts?link:www.thecompetition.co.uk WiltsWebDesign.co.uk 41Slides available from www.wiltswebdesign.co.uk 41
    • Search Engine OptimisationWhat Else Counts?Google will measure your site based on “relevance”• The number of times it is clicked in a search WiltsWebDesign.co.uk• Where is the site hosted?• How fast do the pages open? 42Slides available from www.wiltswebdesign.co.uk 42
    • Search Engine OptimisationWhat Else Counts?Domain Name• Does it include any Keywords? WiltsWebDesign.co.uk• How long ago was it registered• How long is it registered for? 43Slides available from www.wiltswebdesign.co.uk 43
    • Search Engine Optimisation Remember Your web site is for your WiltsWebDesign.co.uk CLIENTS not the search engines 44Slides available from www.wiltswebdesign.co.uk 44
    • Search Engine OptimisationGet Found - Google Base WiltsWebDesign.co.ukSlides available from www.wiltswebdesign.co.uk 45 www.google.com/base 45
    • Search Engine OptimisationGet Found - Google Local www.google.com/places WiltsWebDesign.co.uk 46Slides available from www.wiltswebdesign.co.uk 46
    • Search Engine Optimisation Get Found - Google Localwww.google.com/places WiltsWebDesign.co.uk 47 Slides available from www.wiltswebdesign.co.uk 47
    • Search Engine OptimisationWhat’s Next? • Critically assess your site • Research keywords thoroughly • Ensure your keywords are in the right places • Monitor performance WiltsWebDesign.co.uk Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics • Continually monitor your site’s ranking and make improvements where possible 48Slides available from www.wiltswebdesign.co.uk 48
    • Search Engine OptimisationAndy PoultonM: 07966 547146 andypoulton WiltsWebDesign.co.uk andypoulton andy@wiltswebdesign.co.uk Delivering traffic to your websiteSlides available from www.wiltswebdesign.co.uk 49 49