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Webcast: Introduction to Search Engine Optimisation for Commercial Property Marketers
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Webcast: Introduction to Search Engine Optimisation for Commercial Property Marketers

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A 15 minute introduction to search engine optimisation using commercial property examples. The webcast will include: …

A 15 minute introduction to search engine optimisation using commercial property examples. The webcast will include:

• How a search engine finds your website

• What you can do to help get your website found

• How a search engine ranks your website

• What you can do to get listed higher on a search page

Published in: Real Estate, Technology, Business

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  • NB companies on average spend 60% of their marketing budget on their website. Some key messages for this presentation: It’s about awareness – getting your website ranked highly for searches on your PRODUCT type etc, NOT just on your brand name. Google algorithm is changing all the time - & way Google presents search results You have to stand out from a huge crowd Understand basics of Google results page Understanding basics of getting to the top of google results: Collect – getting crawled Index – getting filed properly by Google – categorised Rank – getting high in the results list on a given topic
  • Search engines look at each link to a web page as a kind of “vote” for the popularity of the destination page. The page with the most votes wins the popularity contest. So, how popular do you have to be to actually be considered “popular on the web”? Well, this diagram, which shows just 10 external links. That’s a bit misleading.
  • Great website content has two aspects: quality and quantity…   … When it comes to “ quality ”, the VALUE of a web page is in the eye of user. Think about the business sites that you regularly visit and why you go there. Do you go to particular sites… … to get objective news and information in order to stay abreast of industry changes? … To read commentary, reviews, and remarks from experts and others?  … How about too access online tools or services?  … to size-up the options related to purchase needs? … or just to see pictures or videos of products?   What these and many other, similar reasons have in common is that … … they provide potential business customers with the content they want to do their jobs better, and possibly, to gain a competitive advantage. To offer this kind of content takes a thorough knowledge of the target audience.
  • Transcript

    • 1. Search Engine Optimisation SEO is about understanding search engines Rob Monaghan – Sales manager Rachel White – Senior search marketing
    • 2. SEO is key. Without it your company doesn’t exist online
    • 3. SEO focuses on organic results... Organic results FREE Sponsored results PAID Sponsored results PAID SEO affects only the organic search results SERPs = Search Engine Results Pages
    • 4. Without SEO you might lose a lot of business … … because over 90% of the business users tell us their product or service search starts online .
    • 5. What you need to know about SEO…
    • 6.
      • Analytics
      • Measure your website’s performance
    • 7. A search engine does three basic things… 1. Collect 2. Index 3. Rank users Search results
    • 8.  
    • 9. How a search engine “collects” websites…
      • The collecting process is also known as “ spidering ” or “ crawling ”
      • This is done by software called robots or spiders
      • Every search engine uses one or more “robots” or “spiders” (e.g. Google uses “GoogleBot”)
      1. Collect
    • 10. Why should robots find all pages in your site? Every page can be a landing page! 1. Collect
    • 11.  
    • 12. Help robots find all pages on your site!
      • So, how can you do that?
      • Use a clear site structure
        • A clear site structure is easy to crawl
      • Get more links to pages on your site
        • Both inbound links and links on your site count
      • Include a variety of content types on your site
        • Different robots find different types of content for different search engine databases
      1. Collect
    • 13. Help the robots by using sound site structure…
      • Use an all-content sitemap
      • Use HTML navigation
      • Offer link alternatives for filling out search forms
      • Create easy to follow links to all pages
      • Performance is crucial – robots hate slow sites
      1. Collect
    • 14.  
    • 15. Help the robots by using sound site structure…
      • Use an all-content sitemap
      • Use HTML navigation
      • Offer link alternatives for filling out search forms
      • Create easy to follow links to all pages
      • Performance is crucial – robots hate slow sites
      1. Collect
    • 16.  
    • 17. Help the robots by using sound site structure…
      • Use an all-content sitemap
      • Use HTML navigation
      • Offer link alternatives for filling out search forms
      • Create easy to follow links to all pages
      • Performance is crucial – robots hate slow sites
      1. Collect
    • 18.
      • Avoid excessive “scripting” - robots cannot execute it
      • Avoid excessive Flash or JavaScript navigation unless you have an HTML alternative
      • Avoid web addresses that are difficult to read
      1. Collect Bad
    • 19. What you need to know about SEO…
    • 20. Potential customer searches for your product or service Search engine displays the most relevant results in response to the search YOUR objective: Create pages that are highly relevant to the keywords your customers use
    • 21. What you need to know about indexing…
      • Search engines use words and links to index and rank your website
      • Search engines use words and their frequency and context to help determine what your pages are about
      • Sticking to a set of keywords or more commonly a keyphrase makes it easier for the search engines to determine what your site is about
      2. Index
    • 22. What key factors affect the page relevance?
      • The search phrase the user typed into the search box
      • The keywords on your pages
      • The quantity but more importantly the quality of the links to your website
      Relevance depends on… 3. Rank users Search results
    • 23. Get external (inbound) links… External links = “votes” from other pages
    • 24. To get inbound links you must have great content on your site… Relevant /useful information?  Content and links to experts? Helpful pictures/videos? Online tools or services?  Content that gives a competitive advantage?  Needed Products and Services? Blogs, Forums, presence on Social Media?
    • 25.
      • Analytics
      • Measure your website’s performance
    • 26.  
    • 27. ©  2007 Reed Business | 2007 | RB Gezondheidszorg | … and help you to attract more customers online!
    • 28.
      • NEXT WEBCAST
      • Hints, tips and tools to improve your search engine ranking
      • Thursday 26 November, 2pm
      • http://tinyurl.com/how2seo
      • Email: robert.monaghan@rbi.co.uk