eBusiness Programme workshop programme

   HOW TO GET MORE WEB
   TRAFFIC & HIGH SEARCH
     ENGINE RANKINGS
        Prese...
Agenda

• All About Search Engines

• Getting Listed in Search Engines

• Targeting Traffic - Keyword Analysis

• On-page ...
Inside search engine results

                                     Search using Keyphrase




                            ...
Inside search engine results
  Search using Keyphrase




                                 Sponsored links




        Nat...
Inside search engine results


                     Search using Keyphrase

                           Sponsored links



...
Local Search
Local Search
Local Search
Getting Listed in Local Search – go to
maps & click on “put your business here”
Getting Listed in Local Search - open
your account (or a new one)
Getting Listed in Local Search – add contact details &
description (including important keyphrases)
Getting Listed in Local Search – select
categories
Getting Listed in Local Search – get
validation code
Getting Listed in Local Search – add
number from your text message
Getting Listed in Local Search - infoserve
Getting Listed in Local Search - Thomson
How Search Engines Work

    A search engine is made of three basic components:




A Spider or Robot          A Storage S...
Search Engine Optimisation Process
 Part 1 – Auditing and planning
 •    Can the spiders access your site?
 •    Keyphrase...
Is my content listed in Google? – Yes!




                              This technique also allows
                      ...
Is my content listed in Google? – No!




                              These sites have been
                            ...
Targeting Traffic - Keyword Analysis


• No point being no.1 for a phrase nobody
searches for

• Aiming for highly-popular...
Key Phrase Length


• Results for all search engines world wide
Create a Keyphrase Matrix for Your Products/Services

                 hotel          hotels         room           rooms ...
Google PPC keyword tools – get suggestions
Google PPC keyword tools – get estimates
Case Study: Injury Compensation

• Keyword research tools return hundreds of
  terms for any given topic, e.g. “no win no
...
Case Study: Injury Compensation


           Keywords           Search       Total     Competitors     Pages with
        ...
Case Study: Injury Compensation


           Keywords           Search       Total     Competitors     Pages with
        ...
What Determines Your Page Ranking?

1. On Page Factors          2. Off Page Factors
• Title Tag                 • Domain n...
On-page factors
On-Page Optimisation
                       Title tag




                       Alt tag




                       Body c...
Title Tags and Meta Tags
Title Tags and Meta Tags

 <title>Commercial Photography Northampton UK - From The Hip
 Photographic Studio</title>
 <meta...
Title Tags and Meta Tags
Improving Title Tags – optimise on url?
Improving Title Tags – optimise on homepage?
Improving Title Tags – no location
Keyword Density


• Number and proximity of keywords on
a page


• Too high looks like spam


• Too low will appear irrele...
Check Your Keyword Density: www.ranks.nl
Check Your Keyword Density: www.ranks.nl
Check Your Keyword Density: www.ranks.nl
Structuring Content


• Heading tags emphasise keywords

• Also use bold and italics for emphasis

 Handmade Chocolate Gif...
Off page factors
 (Link building)
Adobe.com is found for “click here”
(due to the importance of linking & anchor text)
Anchor Text


• Anchor text is the visible hyperlinked text on
the page

• Can be used to strengthen keyword density

• An...
The Importance of PageRank
The Importance of PageRank
Who Links to You?
linkdomain:www.yoursite.co.uk
Who Links to You? – more links in Yahoo

linkdomain:www.yoursite.co.uk
Getting Links


• Useful/funny/controversial/valuable content
  • Syndication

• Directory entries

• Direct approaches to...
Major Directories
Major Directories
Major Directories
Key Points: Link Building


• The PageRank of the sites that link to you
  directly affects your own PageRank

• The text ...
Myth Busters

• Submit your site to thousands of search engines

• Meta tags make all the difference

• You can guarantee ...
Top-tips to improve your
                search engine traffic
• Check that your site has been indexed in the top UK and ....
Improve Your Search Engine Rankings
Presentation: email ann@anicca-solutions.com
Workshops & events: www.ebusinessclub.biz...
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Search engine optimisation SEO Getting Higher Rankings In The Search Engines

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This presentation is an introduction to search engine optimisation SEO for small businesses. It was a seminar presented by Ann Stanley on behalf of Business Link at the HM Customs and Revenue business roadshow in Northampton.

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Search engine optimisation SEO Getting Higher Rankings In The Search Engines

  1. 1. eBusiness Programme workshop programme HOW TO GET MORE WEB TRAFFIC & HIGH SEARCH ENGINE RANKINGS Presented by: Ann Stanley MD Anicca Solutions
  2. 2. Agenda • All About Search Engines • Getting Listed in Search Engines • Targeting Traffic - Keyword Analysis • On-page Optimisation • Off-page Optimisation
  3. 3. Inside search engine results Search using Keyphrase Pay Per Click Advertising Natural/Organic Search
  4. 4. Inside search engine results Search using Keyphrase Sponsored links Natural/Organic Search
  5. 5. Inside search engine results Search using Keyphrase Sponsored links Natural/Organic Search
  6. 6. Local Search
  7. 7. Local Search
  8. 8. Local Search
  9. 9. Getting Listed in Local Search – go to maps & click on “put your business here”
  10. 10. Getting Listed in Local Search - open your account (or a new one)
  11. 11. Getting Listed in Local Search – add contact details & description (including important keyphrases)
  12. 12. Getting Listed in Local Search – select categories
  13. 13. Getting Listed in Local Search – get validation code
  14. 14. Getting Listed in Local Search – add number from your text message
  15. 15. Getting Listed in Local Search - infoserve
  16. 16. Getting Listed in Local Search - Thomson
  17. 17. How Search Engines Work A search engine is made of three basic components: A Spider or Robot A Storage System A Matching Process or An automated browser, it or Database Relevancy Algorithm searches the web for new A record of all the pages The rules that tell the search websites and changes to viewed by the Spider engine how to determine websites then views the what would be relevant to web pages and strips out your search the text content
  18. 18. Search Engine Optimisation Process Part 1 – Auditing and planning • Can the spiders access your site? • Keyphrase research • Page planning Part 2 – On-page factors • Writing optimised text Part 3 - Off page factors • Link building Part 4 – Ongoing Management • Submission • Reporting • Ongoing Activity Part 5 – Using pay per click (PPC) while SEO kicks in • Developing a new site • Integration with PPC
  19. 19. Is my content listed in Google? – Yes! This technique also allows you to see how your web developer has set-up your urls, titles and descriptions for your site (key for being found in the search engines)
  20. 20. Is my content listed in Google? – No! These sites have been constructed in Frames and Flash, technologies which can't be indexed (or spidered) by the search engines
  21. 21. Targeting Traffic - Keyword Analysis • No point being no.1 for a phrase nobody searches for • Aiming for highly-popular phrases may be difficult or deliver poor ROI • Do the chosen phrases convert? • Traffic is pointless without sales!
  22. 22. Key Phrase Length • Results for all search engines world wide
  23. 23. Create a Keyphrase Matrix for Your Products/Services hotel hotels room rooms weekend break book book hotel book hotels book room book rooms book weekend break reserve reserve reserve reserve reserve reserve hotel hotels room rooms weekend break check hotel check hotels room check rooms weekend availability availability check availability check break check availability availability availability Derbyshire hotel hotels room rooms weekend Derbyshire Derbyshire Derbyshire Derbyshire break Derbyshire London hotel hotels room rooms weekend London London London London break London
  24. 24. Google PPC keyword tools – get suggestions
  25. 25. Google PPC keyword tools – get estimates
  26. 26. Case Study: Injury Compensation • Keyword research tools return hundreds of terms for any given topic, e.g. “no win no fee”, “accident claim”, “personal injury” etc. • Millions of sites compete for these visitors: • “no win no fee”: 4.5m sites • “accident claim”: 6m sites • “personal injury”: 36m sites • Best terms: Enough people searching but few enough competing websites.
  27. 27. Case Study: Injury Compensation Keywords Search Total Competitors Pages with Count per Search with term in exact phrase day Results Title tag in text Accident claim 756,907 6,000,000 18,800 667,000 Accident claim expert 11,299 1,370,000 4 3,750 Road traffic accident 240 1,500,000 352 831 compensation Whiplash injury 174 365,000 316 5,000 compensation Work accident 493 1,260,000 37 738 compensation claim Industrial injury 145 1,330,000 79 9,830 compensation Whiplash injury claim UK 8 327,000 0 1 Whiplash compensation 8 102,000 1 3 award
  28. 28. Case Study: Injury Compensation Keywords Search Total Competitors Pages with Count per Search with term in exact phrase day Results Title tag in text Accident claim 756,907 6,000,000 18,800 667,000 Accident claim expert 11,299 1,370,000 4 3,750 Road traffic accident 240 1,500,000 352 831 compensation Whiplash injury 174 365,000 316 5,000 compensation Work accident 493 1,260,000 37 738 compensation claim Industrial injury 145 1,330,000 79 9,830 compensation Whiplash injury claim UK 8 327,000 0 1 Whiplash compensation 8 102,000 1 3 award
  29. 29. What Determines Your Page Ranking? 1. On Page Factors 2. Off Page Factors • Title Tag • Domain name • Meta Tags • Filename / full URL • Content • Directory Listings • Heading Content • External Link Structure • Frequency of phrases • Anchor text of inbound links • Density of phrases • Page quality of inbound links • Internal Link structure There are 85 – 100 factors used in the algorithms of the major search engines!
  30. 30. On-page factors
  31. 31. On-Page Optimisation Title tag Alt tag Body copy & internal links Heading tag
  32. 32. Title Tags and Meta Tags
  33. 33. Title Tags and Meta Tags <title>Commercial Photography Northampton UK - From The Hip Photographic Studio</title> <meta http-equiv=quot;Content-Typequot; content=quot;text/html;quot;> <meta name=quot;keywordsquot; content=quot;Northampton photography Studio, creative photographic studio northampton, northampton photographer, photographic studio northampton,quot;> <meta name=quot;DESCRIPTIONquot; content=quot;From the Hip Photography are a Northampton UK based creative photographic studio specialising in creative commercial portraits and PR events.quot;>
  34. 34. Title Tags and Meta Tags
  35. 35. Improving Title Tags – optimise on url?
  36. 36. Improving Title Tags – optimise on homepage?
  37. 37. Improving Title Tags – no location
  38. 38. Keyword Density • Number and proximity of keywords on a page • Too high looks like spam • Too low will appear irrelevant
  39. 39. Check Your Keyword Density: www.ranks.nl
  40. 40. Check Your Keyword Density: www.ranks.nl
  41. 41. Check Your Keyword Density: www.ranks.nl
  42. 42. Structuring Content • Heading tags emphasise keywords • Also use bold and italics for emphasis Handmade Chocolate Gifts <h1> Welcome to Handmade Chocolate Gifts, a collection of dark, milk <p> and white chocolate bars, novelties and sweets to buy online. 75% Dark Chocolate a Speciality <h2> Handmade Chocolate Gifts specialise in 75% cocoa dark <p> chocolate, made from the finest beans of Africa. Buy Chocolate Gifts Online in Confidence <h3> Our online chocolate shop is 100% secure, all our chocolates are <em> in stock and we offer next day delivery.
  43. 43. Off page factors (Link building)
  44. 44. Adobe.com is found for “click here” (due to the importance of linking & anchor text)
  45. 45. Anchor Text • Anchor text is the visible hyperlinked text on the page • Can be used to strengthen keyword density • Anchor text phrases should include your key search terms. Example: • Bad: For our latest office furniture, click here • Good: Look at our latest office furniture
  46. 46. The Importance of PageRank
  47. 47. The Importance of PageRank
  48. 48. Who Links to You? linkdomain:www.yoursite.co.uk
  49. 49. Who Links to You? – more links in Yahoo linkdomain:www.yoursite.co.uk
  50. 50. Getting Links • Useful/funny/controversial/valuable content • Syndication • Directory entries • Direct approaches to webmasters • Beware reciprocal and paid links • Online press releases • User-generated content sites
  51. 51. Major Directories
  52. 52. Major Directories
  53. 53. Major Directories
  54. 54. Key Points: Link Building • The PageRank of the sites that link to you directly affects your own PageRank • The text used to link to your site (“anchor text”) is vital in the optimisation process • One-way backlinks (inbound) are much better than reciprocal links • An ongoing programme of link building is vital to retain and improve your position.
  55. 55. Myth Busters • Submit your site to thousands of search engines • Meta tags make all the difference • You can guarantee top placing in a search engine • You need to constantly re-submit your site • Multiple versions/domains for a site helps • PPC campaigns mean higher natural ranking
  56. 56. Top-tips to improve your search engine traffic • Check that your site has been indexed in the top UK and .com search engine (type site:www.mycompany.co.uk into each search engine) • Check that your site has no search engine barriers (eg flash, frames) • Check that there is a “site map” and text links to pages within your site • Every page within your site must act as a doorway into the site by containing the keyphrases used by searchers in the text and tags • Check that every page has the “calls for action” – eg phone numbers, register for email, check availability, book now! • Check your Google page rank, inbound links in order to develop Strategic link building and registration in directories - DIY! • Use a dual strategy of optimisation and pay per click (+/- xml feed) to cover all the keyphrases used by potential customers • Monitor your site, use a statistics package to determine levels of traffic, where they came from, keyphrases used and what they did when they got there (did they register or book?) - What is the CPA & ROI?
  57. 57. Improve Your Search Engine Rankings Presentation: email ann@anicca-solutions.com Workshops & events: www.ebusinessclub.biz Further support: eBusiness Programme: Workshop programme advice: Joanne Mobbs: joanne@emcc.org.uk Business Link Business Support Adviser appointment: 0845 058 6644

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