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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 <ul><li>Working out what people search for </li></ul><ul><li>Optimising your site and its pages for those ter...
Why SEO matters Source: http://www.redcardinal.ie/search-engine-optimisation/12-08-2006/clickthrough-analysis-of-aol-datat...
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 <ul><li>There’s a bit of HTML called <title>. </li></ul><ul><li>It’s not the on-page headline, and y...
Celebrity Big Brother
Set them!
Make your page titles <ul><li>Make your page titles: </li></ul><ul><li>descriptive, </li></ul><ul><li>compelling, </li></u...
Don’t get carried away … <ul><li>X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming...
Think about what people search for
Meta descriptions
Make meta descriptions compelling <ul><li>There’s a bit of HTML called the meta description. </li></ul><ul><li>You can’t a...
 
Make your descriptions <ul><li>Make them: </li></ul><ul><li>Unique </li></ul><ul><li>Compelling </li></ul><ul><li>Descript...
Images
Help Google out <ul><li>Give the image a descriptive file name </li></ul><ul><li>Use alt text </li></ul><ul><li>Use a capt...
Google can’t understand images
Don’t be naughty …
URLs
URLs: how Google organises the web <ul><li>Don’t have the same content on multiple URLs </li></ul><ul><li>Don’t delete URL...
…  not as Google does Google’s SEO report card
Don’t be too helpful <ul><li>These all work: </li></ul><ul><li>http://www.nhs.uk/Conditions/HPV-vaccination/Pages/Introduc...
Redirect broken URLs
Internal linking
What words do you link with?
How important is a page?
Content
Technologies <ul><li>Beware of Flash </li></ul><ul><li>Beware of javascript </li></ul>
WHAT NOT TO DO
Don’t do any of these things … <ul><li>Hidden text </li></ul><ul><li>Cloaking </li></ul><ul><li>Keyword stuffing </li></ul...
 
 
Welcome to our church! <ul><li>We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am ...
Welcome to our church! <ul><li>We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am ...
OFF SITE
Links, links, links
Links, links, links
Links, links, links X
Never mention toolbar pagerank
Don’t cheat <ul><li>You can cheat by … </li></ul><ul><li>Adding links to other people’s sites (EG blog comments). That usu...
TOOLS YOU CAN USE
Two easy Google ones
NEARLY THE END
To sum up <ul><li>Have the content people are searching for </li></ul><ul><li>Focus pages on individual search terms. </li...
Any volunteers …? <ul><li>For a quick site review? </li></ul>
<ul><li>@malcolmcoles </li></ul><ul><li>www.malcolmcoles.co.uk </li></ul>Me
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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.

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Transcript of "Seo presentation revised(2)"

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