Seo How To Make Your Website Visible


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SEO strategies for getting the search engines to notice your website and get inbound leads

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Seo How To Make Your Website Visible

  1. 1. Search Engine Optimization How to make your Website more visible Presented by Peter Bowen Account Manager, Conscious Solutions 1 September 2009
  2. 2. How many of you already have a website? Does it provide you with sales leads and/or sales? Would you like your website to be doing a better job of selling? SEO - Introduction
  3. 3. Today you will learn how to get your business services in front of new customers. SEO - Introduction
  4. 4. Search Engine Optimization (SEO) is the process of getting your website pages listed in the search engines. SEO - Introduction
  5. 5. Search Engine Marketing (SEM) is the process of marketing your website using Search Engines, Blogs, Social Media, Twitter, Face Book, LinkedIn, etc. SEO - Introduction
  6. 6. Today we are going to talk about SEO because without an SEO strategy there is no point in performing any Search Engine Marketing SEO - Introduction
  7. 7. The SEO Process <ul><li>SEO aims to get your service pages to the top of a search result for the search term that the user is looking for. </li></ul>SEO - Introduction
  8. 8. The SEO Process <ul><li>Knowing what searchers are looking for is the key to getting pages listed that will deliver clients and leads. </li></ul>SEO - Introduction
  9. 9. The SEO Process <ul><li>Understanding the methodical step by step SEO process is key to achieving a high level page ranking. </li></ul><ul><li>If your website is not listed on page one you are probably being overlooked by potential customers. </li></ul>SEO - Introduction
  10. 10. Search Engines <ul><li>We live in a Google World therefore we have to play by their rules if we are to achieve any level of success. </li></ul>SEO - Introduction
  11. 11. Search Engine Market Share <ul><li>Data as of July 2009 source </li></ul>SEO - Introduction
  12. 12. The SEO Process <ul><li>Step 1: Business Assessment - review overall objectives </li></ul><ul><li>Step 2: Keyword Strategy* - identify keywords - keyword research </li></ul><ul><li>Step 3: Optimize Pages for Keywords </li></ul><ul><li>Step 4: Website Optimization </li></ul><ul><li>Step 5: Link Building </li></ul><ul><li>Step 6: Measure and Refine </li></ul><ul><li>Step 7: Repeat Step 2 to 6 </li></ul><ul><li>* Step 2 is the biggest part of the whole process </li></ul>
  13. 14. Step 1 Business Assessment <ul><li>Key Business Issues </li></ul><ul><li>Establish Business Goals </li></ul><ul><li>Identify Key Players </li></ul><ul><li>Examine Current Metrics </li></ul><ul><li>Conduct Site Review </li></ul><ul><li>Keyword Brainstorming </li></ul>Step 1 – Business Assessment
  14. 15. Business Assessment <ul><li>It is important to review the current situation of your website by reviewing stats and data about how visitors find you and how well your website is performing. </li></ul>Step 1 – Business Assessment
  15. 16. Business Assessment <ul><li>A key tool for measuring this is to use Google Analytics, this tool measures traffic from all sources not just Google and is a vital part of the assessment process. </li></ul>Step 1 – Business Assessment
  16. 17. Business Assessment <ul><li>If you do not have this level of data to analyze and review then it becomes harder to make the right decisions in the beginning. </li></ul><ul><li>There is way more to analyzing and drilling down into this data than just looking at how many ‘hits’ does the website get. </li></ul>Step 1 – Business Assessment
  17. 18. Business Assessment Step 1 – Business Assessment
  18. 19. Business Assessment <ul><li>As you continue on with SEO you will need to review and assess the effectiveness of any changes that have been done to the website, you will come to rely on the Google Analytics tool as a very valuable resource in understanding what is happening to your website and the behaviour of your visitors. </li></ul><ul><li>You will want to know which keywords outperform others and which deliver the right customer. </li></ul>Step 1 – Business Assessment
  19. 20. Step 2 Keyword Strategy <ul><li>Perform searches for the keyword </li></ul><ul><li>Use the Google Keyword Tool </li></ul><ul><li>Assess Performance and Relevance </li></ul><ul><li>Perform Keyword Research using PPC* </li></ul><ul><li>Test Keywords </li></ul><ul><li>Measure Keyword Performance * optional but ensures what terms people actually search on </li></ul>Step 2 – Keyword Strategy
  20. 21. Google Keyword Tool Step 2 – Keyword Strategy
  21. 22. Keyword Strategy <ul><li>Using the Google Keyword Tool to determine which phrase produces the most searches is a good starting point in understanding which keyword to target – however if you decide that based on this research the best keyword is ‘accounting’ because it has the highest volume of searches it is probably too broad of a term to use, Plus it is very competitive, and may not be relevant to you. </li></ul>Step 2 – Keyword Strategy
  22. 23. Keyword Strategy <ul><li>Performing a search for the term ‘accounting’ may not produce the desired results… </li></ul>Step 2 – Keyword Strategy
  23. 24. Keyword Strategy <ul><li>A better choice might be ‘accountants’, but again performing a search for that term may or may not produce the desired results: </li></ul>Step 2 – Keyword Strategy
  24. 25. Keyword Strategy <ul><li>Therefore in the search for the right keyword we have seen what happens when the search term is too broad or does not deliver to us the result we were looking. Google is trying to deliver what the visitor searched on and only provides results based on that search criteria. Now if we were looking for an Accountant in Toronto we would narrow the search by using a term like ‘accountant in toronto’. </li></ul>Step 2 – Keyword Strategy
  25. 26. Step 2 – Keyword Strategy
  26. 27. Keyword Strategy <ul><li>OK – so by now you should have some better understanding of how important it is to discover the right keyword or keyword phrase to use for your business, and the right keyword to use to attract the type of customer that you want. </li></ul>Step 2 – Keyword Strategy
  27. 28. Keyword Strategy <ul><li>Therefore to recap, it is very important to identify the right keywords, it makes no sense at all to get good results for keywords that either no one ever searches on or that don’t deliver the right customer type to your business. </li></ul>Step 2 – Keyword Strategy
  28. 29. Step 3 Page Optimization <ul><li>Identify Primary Keywords </li></ul><ul><li>Build Pages with Keyword in the following: - Page Title (Meta Title) - Main Heading (H1) - Keyword listed in page content words at least once in first 50 words on page or twice in first 100 words (2%) </li></ul><ul><li>Ensure that you can navigate to the new page </li></ul><ul><li>Ensure that the content talks about the keyword and is relevant </li></ul><ul><li>Measure before and after </li></ul>Step 3 – Page Optimisation
  29. 30. Step 3 – Page Optimization
  30. 31. Meta Content <ul><li>Meta Content is the code that is behind every </li></ul><ul><li>web page and this is what a search engine sees </li></ul><ul><li>when looking at your website page: </li></ul>Step 3 – Page Optimization
  31. 32. Meta Content <ul><li>Meta Content is very important as this is what a </li></ul><ul><li>search engine uses to index your content and </li></ul><ul><li>display the result when someone does a search. </li></ul><ul><li>Therefore it is important that the keyword is in </li></ul><ul><li>the right places as follows: </li></ul><ul><li><Title>Your Keyword(s)</Title> </li></ul><ul><li><Meta Content>This is the description of your page and includes Your Keyword</Content> </li></ul><ul><li><Meta Keywords>This is a list of your keyword and other keywords</Keywords>* </li></ul><ul><li>* Google does not read this but it helps you define the primary keywords for the page. </li></ul>Step 3 – Page Optimization
  32. 33. The Search Result <ul><li>Search for Your Keyword (solicitors in milton </li></ul><ul><li>keynes) in Google and this is a typical result: </li></ul>Step 3 – Page Optimization
  33. 34. Step 4 Website Optimization <ul><li>Map Keywords to Content </li></ul><ul><li>Site Structure and Organization </li></ul><ul><li>Modify Page Templates </li></ul><ul><li>SEO Copywriting and Rewrites </li></ul><ul><li>Optimize Internal Links </li></ul><ul><li>Set Up Tracking System </li></ul>Step 4 - Website Optimization
  34. 35. Website Optimization <ul><li>This is the process of making sure that for any additional pages that you have optimized pages for that they can be found by navigating to them. </li></ul><ul><li>Google penalizes sites that create pages that cannot be found by navigation. </li></ul>Step 4 - Website Optimization
  35. 36. Website Optimization <ul><li>A good navigation system of Menus and Sub Menus allows Keywords to be mapped to content. </li></ul><ul><li>You might consider adding a site map as an additional page of content that links specific keywords to optimised pages. </li></ul>Step 4 - Website Optimization
  36. 37. Site Map Step 4 - Website Optimization
  37. 38. Step 5 Link Building <ul><li>Keyword Strategy Review </li></ul><ul><li>Directory Submissions </li></ul><ul><li>Press Releases </li></ul><ul><li>Link Partnerships </li></ul><ul><li>Link-Based Advertising </li></ul><ul><li>Affiliate Program </li></ul>Step 5 – Link Building
  38. 39. Link Building <ul><li>Link popularity is considered to be the single most significant factor that is going to determine where you actually rank on the search engines. </li></ul>Step 5 – Link Building
  39. 40. Link Building <ul><li>Link Popularity can be defined as “the measure of the number of quality external links pointing to a particular website”. </li></ul>Step 5 – Link Building
  40. 41. Link Building <ul><li>Therefore, for a website to be ranked on page one for a competitive keyword that website must appear to be ‘popular’ and one of the determining factors is the number of inbound links that point to that website from other websites and directories. </li></ul>Step 5 – Link Building
  41. 42. Link Building <ul><li>Google considers that websites with more inbound links are more important than a website with less inbound links and will therefore tend to list that website higher up on a search result page. </li></ul>Step 5 – Link Building
  42. 43. Link Building Step 5 – Link Building
  43. 44. Link Building <ul><li>To determine how many inbound links any website has go to and search for </li></ul><ul><li>Note: This is not totally accurate but gives an indication of the number </li></ul>Step 5 – Link Building
  44. 45. Link Building Step 5 – Link Building
  45. 46. Link Building Step 5 – Link Building
  46. 47. Step 6 Measure and Refine <ul><li>Start measuring from Day 1 (You must have a before snapshot so that you will know if what you are doing is improving the situation) </li></ul><ul><li>Review Monthly </li></ul><ul><li>Assess and fine tune after 4 to 6 months (Google says that the longer you wait to measure results the better the analysis will be) </li></ul><ul><li>Identify Key Search Terms </li></ul><ul><li>Identify Performance Gaps </li></ul><ul><li>Measure Visitor Behaviour </li></ul><ul><li>Refine the Strategy </li></ul><ul><li>Go back to Step 2 and repeat!!! </li></ul>Step 6 – Measure and Refine
  47. 48. Measure and Refine Step 6 – Measure and Refine
  48. 49. Measure and Refine Step 6 – Measure and Refine
  49. 50. Measure and Refine Step 6 – Measure and Refine
  50. 51. Measure and Refine Step 6 – Measure and Refine
  51. 52. Measure and Refine Step 6 – Measure and Refine
  52. 53. Measure and Refine Step 6 – Measure and Refine
  53. 54. Measure and Refine Step 6 – Measure and Refine
  54. 55. Measure and Refine Step 6 – Measure and Refine
  55. 56. Step 7 Repeat Step 2 to 6 <ul><li>Go back to Step 2 and repeat!!! </li></ul>Step 7 – Repeat Step 2 to 6
  56. 57. Search Engine Optimization Now that your Website is more visible you will want to keep fine tuning the SEO process . . . Thank you Presented by Peter Bowen Account Manager, Conscious Solutions 1 September 2009
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