Search Engine Optimisation - Business Link July 2010

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A brief introduction to search engine optimisation from Ian Lockwood of Boom Online Marketing, delivered at IGEM House to Business Link delegates from the East Midlands in July 2010.

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Search Engine Optimisation - Business Link July 2010

  1. 1. Search Engine Optimisation Maximise Your Business Potential Online July 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 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. Aim For The Top 0.29% 21 0.66% 11 2.97% 10 2.83% 9 2.98% 8 3.37% 7 3.99% 6 4.86% 5 6.03% 4 8.44% 3 11.92% 2 42.30% 1 Click Through Rate Position
  20. 20. Keyword Research https://adwords.google.com/select/KeywordToolExternal
  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. Questions? <ul><li>www.boom-online.co.uk </li></ul><ul><li>0845 474 0974 </li></ul><ul><li>Twitter: @boomweb </li></ul><ul><li>search engine optimisation </li></ul><ul><li>conversion rate optimisation </li></ul><ul><li>social media marketing </li></ul><ul><li>pay per click management </li></ul><ul><li>email marketing </li></ul><ul><li>web analytics </li></ul>

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