Seo presentation revised(2)

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This is a presentation by Malcolm Coles on SEO techniques. Probably one of the best and most down to earth ones I've seen.

This is a presentation by Malcolm Coles on SEO techniques. Probably one of the best and most down to earth ones I've seen.

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  • 1. SOME SEO BASICS Malcolm Coles, 1/9/2010
  • 2. WHY SEO IS IMPORTANT
  • 3. Why SEO matters
  • 4. What SEO isn’t http://powazek.com/posts/2090
  • 5. What SEO isn’t
  • 6. What SEO isn’t
  • 7. What SEO isn’t
  • 8. SEO is about
    • Working out what people search for
    • Optimising your site and its pages for those terms
    • Getting attention for your website
    • Converting the resulting traffic into customers
  • 9. Why SEO matters Source: http://www.redcardinal.ie/search-engine-optimisation/12-08-2006/clickthrough-analysis-of-aol-datatgz/ Based on some data AOL accidentally released two years ago.
  • 10. Why SEO matters http://research.microsoft.com/~ryenw/papers/ClarkeSIGIR2007.pdf
  • 11. What search results look like
  • 12. Anatomy of a search page
  • 13. An individual result You can control this You can control this You can control this
  • 14. How you’re doing
  • 15. How do you look in Google?
  • 16. How do you look in Google?
  • 17. How does Google see your site?
  • 18.  
  • 19. I’m so pretty …
  • 20. WHAT YOU NEED TO THINK ABOUT ON YOUR SITE
  • 21. Html titles
  • 22. Make your page titles
    • There’s a bit of HTML called <title>.
    • It’s not the on-page headline, and you can’t actually see it on a webpage.
    • Most web publishing software defaults to “page headline – site name”
    • But it doesn’t always … and you may not want it to.
    • Google pays A LOT of attention to it
  • 23. Celebrity Big Brother
  • 24. Set them!
  • 25. Make your page titles
    • Make your page titles:
    • descriptive,
    • compelling,
    • unique
    • Put the keywords you want to rank for in the title – preferably at the front
    • This is all good for search engines AND for users.
  • 26. Don’t get carried away …
    • X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming Never Mind The Buzzcocks: 3am
  • 27. Think about what people search for
  • 28. Meta descriptions
  • 29. Make meta descriptions compelling
    • There’s a bit of HTML called the meta description.
    • You can’t actually see it on a webpage.
    • It doesn’t help your site rank. It affects clickthrough rates.
  • 30.  
  • 31. Make your descriptions
    • Make them:
    • Unique
    • Compelling
    • Descriptive
    • Include the keywords you want to rank for – google will make them bold
    • Or else don’t bother and let Google decide …
  • 32. Images
  • 33. Help Google out
    • Give the image a descriptive file name
    • Use alt text
    • Use a caption
  • 34. Google can’t understand images
  • 35. Don’t be naughty …
  • 36. URLs
  • 37. URLs: how Google organises the web
    • Don’t have the same content on multiple URLs
    • Don’t delete URLs without directing them
  • 38. … not as Google does Google’s SEO report card
  • 39. Don’t be too helpful
    • These all work:
    • http://www.nhs.uk/Conditions/HPV-vaccination/Pages/Introduction.aspx
    • http://www.nhs.uk/conditions/HPV-vaccination/Pages/Introduction.aspx
    • http://www.nhs.uk/ C o N di T io N s/HPV-va C ci N ati O n/Pa G es/Introduction.aspx
  • 40. Redirect broken URLs
  • 41. Internal linking
  • 42. What words do you link with?
  • 43. How important is a page?
  • 44. Content
  • 45. Technologies
    • Beware of Flash
    • Beware of javascript
  • 46. WHAT NOT TO DO
  • 47. Don’t do any of these things …
    • Hidden text
    • Cloaking
    • Keyword stuffing
    • Irrelevant keywords
    • Get hacked
  • 48.  
  • 49.  
  • 50. Welcome to our church!
    • We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242
  • 51. Welcome to our church!
    • We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242 CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM
  • 52. OFF SITE
  • 53. Links, links, links
  • 54. Links, links, links
  • 55. Links, links, links X
  • 56. Never mention toolbar pagerank
  • 57. Don’t cheat
    • You can cheat by …
    • Adding links to other people’s sites (EG blog comments). That usually doesn’t work.
    • You can buy links. That sometimes works –
    • but long-term penalties can be ruinous.
    • You can set up fake websites to get links.
    • You can do all sorts of things!
    • Or you could have a quality website with content people want to link to and promote that to get links …
  • 58. TOOLS YOU CAN USE
  • 59. Two easy Google ones
  • 60. NEARLY THE END
  • 61. To sum up
    • Have the content people are searching for
    • Focus pages on individual search terms.
    • Make it clear what pages are about – to search engines and to searchers
    • Make sure Google can find your content
    • Don’t cheat
    • Then do your off-site SEO
  • 62. Any volunteers …?
    • For a quick site review?
  • 63.
    • @malcolmcoles
    • www.malcolmcoles.co.uk
    Me