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Seo presentation revised(2)
 

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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    Seo presentation revised(2) Seo presentation revised(2) Presentation Transcript

    • SOME SEO BASICS Malcolm Coles, 1/9/2010
    • WHY SEO IS IMPORTANT
    • Why SEO matters
    • What SEO isn’t http://powazek.com/posts/2090
    • What SEO isn’t
    • What SEO isn’t
    • What SEO isn’t
    • 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
    • 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.
    • Why SEO matters http://research.microsoft.com/~ryenw/papers/ClarkeSIGIR2007.pdf
    • What search results look like
    • Anatomy of a search page
    • An individual result You can control this You can control this You can control this
    • How you’re doing
    • How do you look in Google?
    • How do you look in Google?
    • How does Google see your site?
    •  
    • I’m so pretty …
    • WHAT YOU NEED TO THINK ABOUT ON YOUR SITE
    • Html titles
    • 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
    • Celebrity Big Brother
    • Set them!
    • 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.
    • Don’t get carried away …
      • X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming Never Mind The Buzzcocks: 3am
    • Think about what people search for
    • Meta descriptions
    • 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.
    •  
    • 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 …
    • Images
    • Help Google out
      • Give the image a descriptive file name
      • Use alt text
      • Use a caption
    • Google can’t understand images
    • Don’t be naughty …
    • URLs
    • URLs: how Google organises the web
      • Don’t have the same content on multiple URLs
      • Don’t delete URLs without directing them
    • … not as Google does Google’s SEO report card
    • 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
    • Redirect broken URLs
    • Internal linking
    • What words do you link with?
    • How important is a page?
    • Content
    • Technologies
      • Beware of Flash
      • Beware of javascript
    • WHAT NOT TO DO
    • Don’t do any of these things …
      • Hidden text
      • Cloaking
      • Keyword stuffing
      • Irrelevant keywords
      • Get hacked
    •  
    •  
    • 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
    • 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
    • OFF SITE
    • Links, links, links
    • Links, links, links
    • Links, links, links X
    • Never mention toolbar pagerank
    • 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 …
    • TOOLS YOU CAN USE
    • Two easy Google ones
    • NEARLY THE END
    • 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
    • Any volunteers …?
      • For a quick site review?
      • @malcolmcoles
      • www.malcolmcoles.co.uk
      Me