SEO Essentials What Search Engine Optimisation Techniques should you use Two Types of Optimisation On Site – Concerns techniques that you can apply to elements on your website itself . ( pages, content, images, video etc). Off Site – Concerns activities such as building links to you website from other sites and additional content creation for publishing on external website. (covered in a later presentation)
SEO Essentials What Search Engine Optimisation Techniques should I use The SEO recommendations we will outline are the first steps to establishing a stable position on a search engine result page (serp) for natural / unpaid search results. Setting Target First DEFINE A SEARCH GOAL. (Realistically, you will not be on the first page of Google overnight ). A sample long term objective would be to increase overall brand recognition online, drive quality traffic to the your website and establish and maintain a high, stable search engine ranking.
SEO Essentials What Search Engine Optimisation Techniques should I use A search engine result page with natural / unpaid search results highlighted
This will produce a list of keywords relevant to your website content
The number of search queries these keywords receive each month.
Broader phrases may potentially attract more traffic, but….
Identify and focus on more specific and local terms relevant to you
( For example digital marketing agency and digital marketing agency in dublin ).
SEO Essentials Where do you start Alexa provide a comprehensive tool to aid in keyword research and competitor analysis.
SEO Essentials Where do you start Google Adwords Keyword Selector Tool provide a comprehensive tool to aid in keyword research and competitor analysis.
SEO Essentials Getting the basics right An advanced phase of research is competitor analysis. This involves reviewing the main competitor websites. Shows what they are doing correctly and incorrectly Provide us with areas to take advantage of. We use our own SEO Review Score Card to rate how successfully optimised a competitor website is, based on a list of basic criteria. Fully utilising our newly complied list of keywords and phrases
Meta data and meta keywords no longer hold much weight as they once did.
This is entered in the source code underneath the title of the page.
It won’t improve your ranking.
SEO Essentials Getting the basics right 4. Header Tags
Surround your paragraph headers in Header Tags. They look like so, H1, H2, H3, H4, H5, H6
Again be as specific as possible with your header text.
H1 given the greatest importance.
<h1>Directbrand, the digitally driven marketing agency</h1> Some text <h2>Our Digital Web Services</h2> Some text <h3>Combining Strategic Thinking, Creative Conversation and Technology Innovation</h3> Some text
SEO Essentials Getting the basics right 5. Page Content
It’s all about the content.
Each page on your website should have several hundred words of text.
Your keywords and key phrases should be included high up in the page
Have a substantial amount of well written content on your pages .
But make sure it reads well and is not overly stuffed with your keywords.
SEO Essentials Getting the basics right 6. Navigation Links and Internal Page Links
For your main navigation and internal website links use text at all times.
Use keywords in the text/name of the link, known as Anchor Text .
Above the text View Our Digital Web Services is a text based descriptive keyword rich internal link
Search engines have a good idea of the content of the page being linked to
Use keywords in the text/name of the link, known as Anchor Text
Add a title that provides additional information
SEO Essentials Getting the basics right 7. Images
Make sure all your images are stored in a descriptive folder/directory.
All images on your website should contain a descriptive ALT element tag.
How the Search Engines see your Images How the visitors to your website see your Images
Tells tells the search engines how you would like it to crawl and index your website
XML sitemaps are key to instructing search engines the page structure of your site
Use one of the many sitemap generator and then make your own changes to it.
SEO Essentials Getting the basics right 9. Site Maps A sample of a HTML site map that sits on your site A sample of an XML site map that you submit to the search engines
SEO Essentials Getting the basics right 10. Robots.txt Pages or folders you do not want returned in a search result for your website e.g. An administration section, a test or temporary page on the live server 11. 404 error pages If pages on your site have moved or been renamed or users incorrectly type a link If possible place a search box on this page to assist users.
SEO Essentials Sample 404 error page. Getting the basics right An example of a styled 404 error page with SEARCH facility
SEO Essentials Next Time 13. Google Places An increased number of Google searches are related to location. 14. Flash Optimisation Flash still plays a vital part in bringing interactivity to the web. Best practises for SEO 15. Video Optimisation We discuss where the opportunities exist in Google’s love of video content
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