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Learn search engine optimisation
 

Learn search engine optimisation

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Many businesses think that once they have a website up and running, all they have to do is sit back and wait for the business to roll in. In reality, once a website is live, that's when the real work ...

Many businesses think that once they have a website up and running, all they have to do is sit back and wait for the business to roll in. In reality, once a website is live, that's when the real work should begin!
Search Engine Optimisation (SEO) is a detailed and involved process requiring both on-page and off-page tactics to increase the online visibility of your website.

It is very important for potential clients to be able to find you when they search words online which relate to what your business offers. It also helps existing customers to quickly and easily locate you online, even if they don't know your web address.

If people cannot find your website you could be giving away leads and sales to your competitors every day.

These slides were prepared by The Creative Collective on behalf of the Queensland Government to deliver a one hour basic level one hour webinar on search engine optimization. Check them out and learn:

• what is search engine optimisation?
• how to find out how your website is currently ranked and for what key words
• how to find out how your competitors are ranked and for what words
• the ideal number of keywords and key phrases to target for different search engines
• how to conduct keyword research
• how to select keywords and craft together effective meta data combinations
• suggested off page SEO tactics
• other factors which contribute to the optimisation of a website
• tips when engaging an SEO contractor
• how soon you should expect to see results
• plus much more

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  • As with any Seminar of this nature, you will get out of it what you put in - that is, the more you involve yourself, the more you will achieve. By participating you will have a distinct advantage in the competitive world of business.
  • GOOGLE SAYS: IF YOU'RE THINKING ABOUT HIRING A SEARCH ENGINE OPTIMISATION (SEO) CONSULTANT, THE EARLIER THE BETTER. A GREAT TIME TO HIRE IS WHEN YOU'RE CONSIDERING A SITE REDESIGN, OR PLANNING TO LAUNCH A NEW SITE. THAT WAY, YOU AND YOUR SEO CONSULTANT CAN ENSURE THAT YOUR SITE IS DESIGNED TO BE SEARCH ENGINE FRIENDLY FROM THE BOTTOM UP.
  • Volunteer - how can it be achieved for your company?
  • Building a website without keeping the above requirements in mind will negatively impact your ability to increase traffic and conversions.
  • www.growthmarketing.com.au
  • It was explained last week but important concept so revisiting it agasin
  • It was explained last week but important concept so revisiting it agasin
  • We hope you ’ ll join us Lots of topics All free Bookings are essential
  • You don ’ t have to be alone – help is at hand Not just help but resources too Make it your FIRST PORT OF CALL
  • A link is being sent to you now to complete – it is only 5 questions and wont take you long at all. It is part of our contract with DEEDI to get your feedback, but we ’ re happy with this it helps us make them better.

Learn search engine optimisation Learn search engine optimisation Presentation Transcript

  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Department of Tourism, Major Events, Small Business and the Commonwealth Games Search engine optimisation (SEO) Twitter hashtag: #qldbizQL DB iz @B u s in e s s QL DGo v #QLDBiz @BusinessQLDGov #QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Agenda • Intro & orientation (5 mins) • Key points - (45 mins) • Questions - (10 mins)#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Introduction – Karen Wiskin • Google Ad Words & SEO Specialist for The Creative Collective • Accredited Google Ad Words Professional • Yahoo Search Ambassador • Working in the Online Marketing space since 2007.#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth GamesSearch engine optimisation is… Search engine optimisation (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search engine optimisation is an integral part of a successful website and should be given great consideration at the very initial stage of building your website.#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games SEO Explained Visually Search term PPC (pay per click)Google#QLDBiz @BusinessQLDGovPlaces
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Important note on algorithms… The way Google renders results is constantly changing. These days it depends who you are, what you are looking for (and how you look for it), where you are, who you are with and what you are doing as to what results are displayed for any given keyword combination. IMPORTANT NOTE: The number of words in searches is increasing…#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games There are over 200 factors determining how you rank • Domain Age: the older your domain, the better • Page Rank: download toolbar.google.com and analyse pages (though PageRank has been downgraded in importance with Google Panda) • Domain Backlinks: the ‘weight’ of the back links • .edu/.gov backlinks: these are great! • DMOZ Directory: get yourself listed – www.dmoz.org • Yahoo Directory: get yourself listed – www.yahoo.com • Keyword in Title: optimise by page • Keyword in URL: make it search engine friendly • Keyword in Description: • Keyword in Header Tab • Browser history of searcher • Location of searcher • Social graph of searcher • Social authority of pages • Up to the second news/trends#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Suggested approach STEP 1: Research and benchmark – your current status, competitor status, keywords you could go for STEP 2: Strategise plan of attack – select keywords, decide on how/where you will optimise (and who will do it!) STEP 3: Internal optimisation (on page) - page title, header tags, meta description, alt tags on images and links, keyword density STEP 4: External optimisation (off page)#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Get your SEO tool kit…FREE PAID• A website you can optimise (more in a moment) • http://www.wordtracker.com• • http://www.marketsamurai.com/ www.adwords.google.com/keywordtool • http://www.keyworddiscovery.com/ • http://www.keywordspy.com• www.google.com/webmaster • http://www.goodkeywords.com• www.google.com/analytics• http://marketing.grader.com Although many have free trials. Try• http://www.google.com/insights before you buy! /search/• http://www.google.com/trends#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games An optimisable website will allow you to: Operate web-based and doesn’t require Edit the page titles, descriptions to be installed on each computer (meta tags) and URLs (address of the page) Not only change but add/remove text, images, videos Create redirects to pages usingChange the text of your navigation bar the 301 standardEdit the “Alt” tags of the images. Since search Create/delete new sectionsengines cannot read the content of the images, and pages on your websiteit is crucial they have access to the image’sdescription (the “Alt” tag). You need to be ableto edit this description every time you upload or May have a blog inbuiltchange an image#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Gameswww.adwords.google.com/keywordtool#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Careful keyword selection The average number of keywords people are typing into search engines to search for products and services is increasing. So avoid: • Single-word terms • Terms that are way too broad, and not focused to what you offer • Terms that are too specialized, which nobody searches for • Terms which are unpopular • Highly-competitive terms which you cant hope to rank well for Number of Google Matches Term 11,600,000 writer 1,200,000 real estate writer 48,000 freelance real estate writer 9,000 freelance real estate writer los angeles#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Optimise on page, on a page by page basis • H1 & H2 tag • Page title – appears in the top ‘blue’ strip of any given website • Keywords – 3-7 keywords you want this page to be optimised for • Description – The description which will display on search engines#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Also optimise the keyword density • Aim for 3-4% keyword density on any given page. • To work out the keyword ratio use www.textalyser.net (it’s free)! • Here we analyse www.cityfertility.com.au....#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Don’t forget alt tags!<A HREF="http://www.seekshare.com.au/"><IMGSRC="seek.gif" WIDTH="250" HEIGHT="80" BORDER="0"ALT="Seek and Share B&B"> </A>#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Now optimise ‘off page’- options to build incoming links include: Blogs Free directories e.g. Hotfrog.com.au List on dmoz.org (free) PR newswires Social media – Facebook, Twitter, Linkedin, YouTube Article directories Strategic alliances Paid directories e.g. Forums Homeimprovementpages. com.au or List on yahoo directory (paid)#QLDBiz @BusinessQLDGov Get a google profile
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Publish everything & everywhere, but publish unique & quality content…#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Monitor your website performance through Google Analytics & Google Webmaster Tools //google.com/analytics //google.com/webmasters#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Trends/changes to be aware of• Google Panda is a change to the Googles search results ranking algorithm that was first released in February 2011. Google Panda v3.2 was released January 14th, 2012 and v3.3 was released in February 29th, 2012.• Google Plus - +1 counts towards rankings• Good article for more: http://blog.hubspot.com/blog/tabid/6307/bid/28763/Everything-Marketers-Nee#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games SEO Summary  Analyse your websites current performance – see workbook for exercises  Analyse your competitors – see workbook for methods  Do keyword research and choose a selection of keywords to apply to key pages of your website Perform on page optimisation Perform off page optimisation Create content – everywhere!  Monitor your website’s performance#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games ? QUESTIONS ?#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Next webinars – all at 12:30pm • Considering a Business – Monday 21 May • Staying Safe Online – Thursday 17 May • Cost for all: FREE! REGISTER AT www.business.qld.gov.au Under ‘Events’ - > Business Webinars#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games Help is available… www.business.qld.gov.au Business hotline - 13 25 23 www.facebook.com/businessqldgov www.twitter.com/businessqldgov#QLDBiz @BusinessQLDGov
  • Department of Tourism, Major Events, Small Business and the Commonwealth Games We need your feedback! Please complete the evaluation survey on it’s way to you now  http://www.surveymonkey.com/s/seo170512#QLDBiz @BusinessQLDGov