www.ivantage.co.uk       Search	  Engine	  Optimisation	  (SEO)	  Essentials	  and	                                 Advanc...
www.ivantage.co.uk     Timings	  and	  housekeeping     §   Start	  10:00     §   Break	  11:30-­‐11:45     §   Lunch	 ...
www.ivantage.co.uk     Training     §   Analytics	  101:	  Introduction	  &	  User	  Training     §   Analytics	  201:	 ...
www.ivantage.co.uk     slideshare.net/ivantage                                      4Wednesday, 21 September 2011
www.ivantage.co.uk     Course	  	  Overview	  1    §   Session	  1    §   	  Introductions	  and	  agenda    §   	  Sea...
www.ivantage.co.uk     Course	  	  Overview	  2    §   Session	  2    §   	  The	  find,	  read,	  crawl,	  index	  and	 ...
www.ivantage.co.uk     Course	  	  Overview	  3    §   Session	  3    §   	  On-­‐site	  ranking	  factors	  including	 ...
www.ivantage.co.uk     Course	  	  Overview	  4    §   Session	  4    §   	  Understanding	  spam    §   	  Duplication...
www.ivantage.co.uk     Course	  	  Overview	  5    §   Session	  5    §   	  Advanced	  link	  building    §   	  One-­...
www.ivantage.co.uk     Course	  	  Overview	  6    §   Session	  6    §   	  Planning	  and	  implementing	  your	  SEO	...
www.ivantage.co.uk     Introductions     §      First           § Me	  (Matt	  Trimmer)	  &	  ivantage	  overview     §...
www.ivantage.co.uk     Me     §     Founder,	  Principal	  Consultant	  and	  Managing	  Director	  of	              ivan...
www.ivantage.co.uk     About ivantage     §   Internet marketing agency     §   Established in 2002     §   Independent...
www.ivantage.co.uk     What we do    § We help grow online businesses by          § Generating web site traffic through ...
www.ivantage.co.uk     How we do it - our values    §   We help grow online businesses by generating, analyzing and      ...
www.ivantage.co.uk     Our vision    §   To be the Internet’s leading performance-driven Internet         marketing agenc...
www.ivantage.co.uk     Professional services     §   Traffic Generation           §   Paid Search - PPC                 ...
www.ivantage.co.uk     Training (public scheduled and private on-site)    §   Google Analytics    §   Google Adwords    ...
www.ivantage.co.uk     Who we do it for – multi-channel retail                                                 19         ...
www.ivantage.co.uk     Who we do it for – business to business                                                20          ...
www.ivantage.co.uk     Who we do it for – NGOs and GOs                                             21                     ...
www.ivantage.co.uk     Introductions	  –	  your	  turn!     §         You           §         Your	  role           §  ...
www.ivantage.co.uk     What	  is	  a	  search	  engine?    §     Crawling	  Search	  Engines    §     Directories    § ...
www.ivantage.co.uk     Crawling	  Search	  Engines    §     Investment	  in	  crawling	  technology    §     To	  provid...
www.ivantage.co.uk     Exercise    §     Visit	  Google	  and	  look	  at	  your	  site’s	  cached	  	  pages    §     W...
www.ivantage.co.uk     Exercise    §     Visit	  Google	  and	  look	  at	  you’re	  the	  BBC	  site’s	  cached	  pages ...
www.ivantage.co.uk     Recap!    §        Search	  results	  (SERPS)	  are	  not	  live    §        Google	  does	  not	...
www.ivantage.co.uk     What	  is	  a	  Directory?    §        Human	  categorisation    §        You	  submit         §...
www.ivantage.co.uk     Exercise    §     Look	  at	  Yahoo	  and	  DMOZ	  for	  your	  site         § Visit	  http://dir...
www.ivantage.co.uk     Recap!§        Don’t	  submit	  now     §       We	  can	  do	  this	  later!§        Use	  keyw...
www.ivantage.co.uk     Exercise§     How	  would	  you	  submit	  your	  site	  to	  the	  Yahoo	  directory?§     How	 ...
www.ivantage.co.uk     What	  is	  a	  Meta	  Search	  Engine?§     Meta	  –	  data	  about	  data§     Blends	  data	  ...
www.ivantage.co.uk     Exercise    §     Visit	  some	  of	  the	  Meta	  Search	  Engines    §     What	  are	  you	  s...
www.ivantage.co.uk     Recap!§     What	  now	  would	  be	  your	  reaction	  to	  an	  email	  from	  an	  SEO	  compan...
www.ivantage.co.uk                               Organic,                               natural,                          ...
www.ivantage.co.uk     Recap!    §        The	  anatomy	  of	  a	  search	  result         §        Paid         §     ...
www.ivantage.co.uk     The	  importance	  of	  SEO?     §   Editorial	  vs.	  Advertising     §   Commonly	  used       ...
www.ivantage.co.uk     What	  is	  SEO?     §   The	  optimisation	  of	  your	  website	  for	  organic	  listings      ...
www.ivantage.co.uk    SEO Ranking Factors - SEOMoz 2011                                                     39Wednesday, 2...
www.ivantage.co.uk    In summary   §   On-Page Technical - 22.39%   §   Domain Level Keyword Usage - 10.73   §   Page L...
www.ivantage.co.uk     Exercise    §     Visit	  Bing    §     Search	  for	  something	  your	  company	  would	  want	...
www.ivantage.co.uk     Exercise    §     Visit	  Google    §     Search	  for	  something	  your	  company	  would	  wan...
www.ivantage.co.uk     Exercise    §     Visit	  Yahoo!    §     Search	  for	  something	  your	  company	  would	  wan...
www.ivantage.co.uk     Exercise    §     Visit	  AOL    §     Search	  for	  something	  your	  company	  would	  want	 ...
www.ivantage.co.uk     The	  find    §   Has	  your	  website	  been	  found?                 § How	  was	  it	  found?  ...
www.ivantage.co.uk     Exercise    §     Visit	  Google    §     Type	  site:www.yoursite.com    §     Has	  Google	  g...
www.ivantage.co.uk     Exercise    §     Visit	  Google    §     Visit	  Bing    §     Visit	  Yahoo!         § Search...
www.ivantage.co.uk     Links	  are	  essential!    §     Without	  links,	  crawling	  search	  engines	  don’t	  work   ...
www.ivantage.co.uk     The	  importance	  of	  the	  Title	  tag    §     Visit	  Google    §     Type	  site:www.yoursi...
www.ivantage.co.uk     Title	  tags	  -­‐	  best	  practice                                                § Source      ...
www.ivantage.co.uk     Title	  Tags	  -­‐	  the	  specifics    §   Time	  to	  deploy	  keyword	  research          § Fin...
www.ivantage.co.uk     The	  home	  page	  title	  tag    §   The	  home	  page	  will	  almost	  certainly	  be	  your	 ...
www.ivantage.co.uk     The	  uniqueness	  of	  search    §   Which	  other	  marketing	  medium          § Does	  not	  ...
www.ivantage.co.uk       Direct	  Marketing	  Print	  Ad.  §   Newspaper	  Ad        §   Finance	  Product     69%      ...
www.ivantage.co.uk     Search	  is	  unique                                    69%    •   No	  wastage                    ...
www.ivantage.co.uk     The	  online	  &	  search	  market	      §          Total	  UK	  advertising	  spend	  fell	  by	 ...
www.ivantage.co.uk     Exercise    §     Visit	  Google    §     Follow	  the	  link	  to	  “Advertising	  Programmes”  ...
www.ivantage.co.uk     Recap!    §        Search	  is	  keyword	  focused    §        Users	  use	  keywords	      §   ...
www.ivantage.co.uk      Keywords  •    Behavioural	  based        •    Intent               •   Free,	  cheap,	  buy,	  be...
www.ivantage.co.uk     Researching	  Keywords    § Or	  key	  phrases          § Think	  (be	  empathetic)              ...
www.ivantage.co.uk     Keyword	  research	  tools    § Google	  External	  Keyword	  tool          § https://adwords.goo...
www.ivantage.co.uk     Exercise    §     Visit	  https://adwords.google.com/select/KeywordToolExternal    §     Type	  i...
www.ivantage.co.uk     Exercise    §     Visit	  a	  competitor    §     View	  source    §     Can	  you	  see	  any	 ...
www.ivantage.co.uk     Exercise    §     Visit	  https://adwords.google.com/select/KeywordToolExternal    §     Can	  yo...
www.ivantage.co.uk     Exercise    §     Who	  are	  your	  true	  on-­‐line	  competitors?         § Not your perceived...
www.ivantage.co.uk     Keyword	  issues    §   Misspellings          § 	  SE’s	  handle	  well    §   Word	  stemming  ...
www.ivantage.co.uk     Exercise    §     Visit	  Google    §     Can	  you	  misspell	  some	  keywords	  you	  used	  p...
www.ivantage.co.uk     Keyword	  research	  augmentation    §   Adjective	  Augmentation          §   Needs	  based     ...
www.ivantage.co.uk     Exercise    §     Visit	  https://adwords.google.com/select/KeywordToolExternal    §     Expand	 ...
www.ivantage.co.uk     Exercise	  –	  optional§     Visit	  http://www.wordtracker.com/free-­‐trial.html§     Sign-­‐up	...
www.ivantage.co.uk     Exercise	  –	  optional    §     Visit	  https://adwords.google.com/select/KeywordToolExternal    ...
www.ivantage.co.uk     Recap!    §     Search	  is	  keyword	  focused    §     Users	  use	  keywords	      §     You	...
www.ivantage.co.uk     So	  far	  we’ve	  considered	      §     Your	  website’s	  commercial	  objectives    §     You...
www.ivantage.co.uk     Snippets	  and	  Description	  Meta	  Tags	      §     The	  anatomy	  of	  a	  Google	  Search	  ...
www.ivantage.co.uk     Snippets	  and	  Description	  Meta	  Tags	  -­‐	  best	  practice                                 ...
www.ivantage.co.uk     Meta	  Descriptions	  -­‐	  the	  specifics    §   Meta	  tags          §   http://www.w3.org/TR/R...
www.ivantage.co.uk     Snippets	  and	  Description	  Meta	  Tags	      §     The	  anatomy	  of	  a	  Google	  Search	  ...
www.ivantage.co.uk     Meta	  Keywords	  -­‐	  the	  specifics    §   Meta	  tags           §   http://www.w3.org/TR/REC-...
www.ivantage.co.uk     The	  importance	  of	  URL	  Structure    §   Using	  descriptive	  keywords	  in	  URLS	  rather...
www.ivantage.co.uk     URL	  structure	  -­‐	  best	  practice                                                          80...
www.ivantage.co.uk     URL	  structure	  -­‐	  the	  specifics    §   Simplify	  URLs    §   Use	  punctuation          §...
www.ivantage.co.uk     What	  is	  SEO?     §   The	  optimisation	  of	  your	  website	  for	  organic	  listings      ...
www.ivantage.co.uk     The	  crawl    §   How	  is	  your	  website	  crawled?                                           ...
www.ivantage.co.uk     The	  crawl    §   How	  is	  your	  website	  crawled?    §   Sitemap          §   HTML	  sitem...
www.ivantage.co.uk     The	  crawl-­‐	  sitemap	  protocol    §   http://sitemaps.org/protocol.php    §   Open	  standar...
www.ivantage.co.uk     HTML	  sitemaps	  vs.	  XML	  sitemaps    §   HTML	  sitemaps	  convey	  link	  equity,	  XML	  si...
www.ivantage.co.uk     Controlling	  crawler	  access	  with	  robots.txt    §   A	  file	  read	  by	  all	  “compliant”	...
www.ivantage.co.uk     Controlling	  crawler	  access	  with	  the	  robots	  Meta	  tag    §   A	  Meta	  Tag	  	  read	...
www.ivantage.co.uk     Controlling	  crawler	  access	  with	  the	  .htaccess	  file	       (Apache)    §   An	  Apache	 ...
www.ivantage.co.uk     Exercise    §        Visit	  your	  website    §        Do	  	  you	  have	  an	  HTML	  sitemap?...
www.ivantage.co.uk     Exercise    §     Visit	  http://www.google.com/webmasters/    §     Do	  you	  have	  a	  Google...
www.ivantage.co.uk     The	  read    §   How	  is	  your	  website	  read?    §   Rexswain    §   Webbug    §   Opera ...
www.ivantage.co.uk     Exercise    §     Visit	  google.co.uk    §     Type	  site:www.yoursite.com    §     Click	  th...
www.ivantage.co.uk     Exercise    §     Visit	  http://www.rexswain.com/httpview.html    §     Type	  in	  your	  websi...
www.ivantage.co.uk     The	  canonical	  home	  page	      §     How	  may	  ways	  can	  a	  website	  be	  addressed?  ...
www.ivantage.co.uk     The	  indexation    §   How	  is	  your	  website	  index?    §   How	  many	  pages	  does	  you...
www.ivantage.co.uk     Exercise    §        Visit	  google.co.uk    §        Type	  site:www.yoursite.com    §        H...
www.ivantage.co.uk     Re-­‐visiting	  the	  canonical	  URL    §   If	  pages	  can	  be	  addressed	  in	  different	  w...
www.ivantage.co.uk     The	  rank    §   How	  is	  your	  website	  ranked?                                             ...
www.ivantage.co.uk     Exercise    §        Visit	  google.co.uk    §        Do	  you	  rank	  for	  any	  of	  your	  k...
www.ivantage.co.uk     Exercise	  –	  optional    §     Visit	  http://www.google.com/analytics/    §     Sign-­‐up	  fo...
www.ivantage.co.uk     How	  do	  we	  know	  which	  on	  page	  factors	  matter?    §   A	  number	  of	  key	  areas ...
www.ivantage.co.uk       On-­‐page	  SEO	  factors	  0  §    IP	  &	  Domain         §   Customer	  friendly	  vs.	  key...
www.ivantage.co.uk       The	  domain	  name  §   Keywords        §   Keywords	  in	  a	  domain	  do	  not	  necessaril...
www.ivantage.co.uk     Main	  domain	  registration	  details    §   The	  Registrant’s	  company	  information	  is	  im...
www.ivantage.co.uk     Main	  domain	  type    §   Is	  it	  the	  correct	  domain	  for            §      The	  geogra...
www.ivantage.co.uk     TLDs    §   There	  are	  several	  types	  of	  Top	  Level	  Domains	  within	  the	  Domain	  N...
www.ivantage.co.uk     ccTLDs    §   Country-­‐code	  Top-­‐level	  Domains	  (ccTLDs)	  are	  two-­‐letter	  top-­‐level...
www.ivantage.co.uk     Domain	  strategy    §   There	  are	  several	  clues	  that	  a	  search	  engines	  uses	  to	 ...
www.ivantage.co.uk     Domain	  history	  1    §   Main	  domain’s	  registration	  date           §    Search	  engines...
www.ivantage.co.uk     Domain	  history	  2    §   DNS	  record	  history	  and	  changes           §   Search	  engines...
www.ivantage.co.uk     Domain	  Canonicalisation    §   Search	  engines	  often	  struggle	  with	  selecting	  the	  co...
www.ivantage.co.uk     Main	  domain’s	  Google	  Page	  Rank    §   Page	  rank	  is	  Google’s	  measure	  of	  importa...
www.ivantage.co.uk     Main	  domain	  abuse	  contact	  details    §   By	  acting	  responsibly	  and	  setting–up	  an...
www.ivantage.co.uk     Domain	  Aliasing    §   Hostnames	  report    §   Domains	  that	  you	  have	  registered	  mus...
www.ivantage.co.uk     IP	  address	  analysis    §   Domain	  Aliasing    §   IP	  address	  analysis    §   Main	  IP...
www.ivantage.co.uk     On-­‐page	  SEO	  factors	  1    §   URLs          §   Simple/Short          §   Rewrite?       ...
www.ivantage.co.uk     Exercise    §     Visit	  google.co.uk    §     Type	  site:www.yoursite.com    §     How	  do	 ...
www.ivantage.co.uk     On-­‐page	  SEO	  factors	  2    §   Time	  to	  deploy	  Keyword	  	  research    §   Title	  ta...
www.ivantage.co.uk     Exercise    §        Visit	  google.co.uk    §        Type	  site:www.yoursite.com    §        H...
www.ivantage.co.uk     On-­‐page	  SEO	  factors	  3    §   Homepage           §   Brand	  or	  non-­‐brand           §...
www.ivantage.co.uk     Exercise    §     Visit	  google.co.uk    §     Type	  site:www.yoursite.com    §     Is	  your	...
www.ivantage.co.uk     Exercise    §     Visit	  google.co.uk    §     Type	  site:www.yoursite.com    §     How	  is	 ...
www.ivantage.co.uk     On-­‐page	  SEO	  factors	  4    §   Meta	  tags          §   http://www.w3.org/TR/REC-­‐html40/a...
www.ivantage.co.uk     Exercise    §        Visit	  google.co.uk    §        Type	  site:www.yoursite.com    §        H...
www.ivantage.co.uk     On-­‐page	  SEO	  factors	  5    §   Alt	  tags          §   Describe	  the	  image	  using	  key...
www.ivantage.co.uk     Exercise    §     Visit	  google.co.uk    §     Type	  site:www.yoursite.com    §     How	  do	 ...
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
Search engine optimisation 101 and 201
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Search engine optimisation 101 and 201

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Search engine optimisation 101 and 201

  1. 1. www.ivantage.co.uk Search  Engine  Optimisation  (SEO)  Essentials  and   Advanced Matt  Trimmer Principal  Consultant  &  Managing  Director Slides: http://www.slideshare.net/ivantage 1Wednesday, 21 September 2011
  2. 2. www.ivantage.co.uk Timings  and  housekeeping § Start  10:00 § Break  11:30-­‐11:45 § Lunch  13:00-­‐14:00 § Break  15:30-­‐15:45 § Wrap-­‐up  16:45 2Wednesday, 21 September 2011
  3. 3. www.ivantage.co.uk Training § Analytics  101:  Introduction  &  User  Training § Analytics  201:  Advanced  Analysis  &  Measurement § Analytics  301:  Advanced  Tracking  &  Technical  Implementations § Website  Optimiser  101:  An  introduction  to  landing  page  testing § Adwords  101:  Introduction  to  Paid  Search  Management § Adwords  201:  Building  Profitable  Paid  Search  Campaigns § SEO  Essentials § SEO  Advanced 3Wednesday, 21 September 2011
  4. 4. www.ivantage.co.uk slideshare.net/ivantage 4Wednesday, 21 September 2011
  5. 5. www.ivantage.co.uk Course    Overview  1 § Session  1 §  Introductions  and  agenda §  Search  Engine  Marketing  (SEM) §  The  power  of  search §  Organic  search  (SEO)  versus  paid  search  (PPC) §  Crawling  search  engines  and  how  they  work §  Meta  search  engines §  Web  directories §  Which  search  engines  to  focus  on §  What  is  Search  Engine  Optimisation  (SEO) §  The  find,  read,  crawl,  index  and  rank  of  SEO 5Wednesday, 21 September 2011
  6. 6. www.ivantage.co.uk Course    Overview  2 § Session  2 §  The  find,  read,  crawl,  index  and  rank  of  SEO  and  your  website §  Dynamic  and  database-­‐driven  sites §  Images,  Frames,  iframes  JavaScript,  and  AJAX §  Website  architecture §  Domain  and  sub-­‐domain  structures  and  configurations §  URLs  and  redirection §  Examining  HTTP  streams §  Browsers  as  SEO  tools §  Firefox  SEO  tools §  URL  rewriting §  Transitioning  websites  and  maintaining  rankings 6Wednesday, 21 September 2011
  7. 7. www.ivantage.co.uk Course    Overview  3 § Session  3 §  On-­‐site  ranking  factors  including  Title  tags,  Meta  tags  and  content §  On-­‐site  ranking  factors  including  domains,  sub-­‐domains  and  URLs §  On-­‐site  ranking  factors  such  internal  links,  anchor  text,  sitemaps  and  Google  Webmaster  Tools §  Off-­‐site  ranking  factors  and  inbound  links §  Google  Page  Rank 7Wednesday, 21 September 2011
  8. 8. www.ivantage.co.uk Course    Overview  4 § Session  4 §  Understanding  spam §  Duplication §  Doorway  pages §  Cloaking §  Keyword  stuffing §  Understanding  and  combating  penalties §  Understanding  and  combating  exclusion 8Wednesday, 21 September 2011
  9. 9. www.ivantage.co.uk Course    Overview  5 § Session  5 §  Advanced  link  building §  One-­‐way  link  building §  Reciprocal  link  building §  Director  submissions §  Online  press  releases §  Social  Media  press  releases §  Social  networking §  Article  submissions §  Link  baiting 9Wednesday, 21 September 2011
  10. 10. www.ivantage.co.uk Course    Overview  6 § Session  6 §  Planning  and  implementing  your  SEO  strategy §  Measuring  SEO  with  position  checking §  Measuring  SEO  with  Google  Analytics §  Researching  keywords §  Planning,  prioritising  and  implementing  on-­‐site  changes §  Planning,  prioritising  and  implementing  off-­‐site  link  building 10Wednesday, 21 September 2011
  11. 11. www.ivantage.co.uk Introductions § First § Me  (Matt  Trimmer)  &  ivantage  overview § In  a  moment § You § Your  role § Your  department/website/website  area § Your  objectives  for  attending  today 11Wednesday, 21 September 2011
  12. 12. www.ivantage.co.uk Me § Founder,  Principal  Consultant  and  Managing  Director  of   ivantage § Love  the  Internet,  23  years  IT,  technical  experience,  14   years  Internet   § One  of  15  Google  Accredited  Seminar  Leaders  Globally 12Wednesday, 21 September 2011
  13. 13. www.ivantage.co.uk About ivantage § Internet marketing agency § Established in 2002 § Independent § 36rd Ranked UK Agency according to New Media Age rankings 13 2Wednesday, 21 September 2011
  14. 14. www.ivantage.co.uk What we do § We help grow online businesses by § Generating web site traffic through § Paid Search (PPC) § Natural Search (SEO) § Local & Mobile search § Social media § Display & video § E-mail § Analyzing web site traffic using § Web Analytics to accurately analyse how visitors find and interact with websites § Converting web site traffic using § Conversion Rate Optimisation to convert visitors into customers or clients 14 3Wednesday, 21 September 2011
  15. 15. www.ivantage.co.uk How we do it - our values § We help grow online businesses by generating, analyzing and converting web site traffic using: § Professional, passionate people § Affordable, effective technology § Shared client goals and ambitions § Exceptional client service § Ethical and transparent methodologies § That deliver § Intelligent, measured campaigns § to add value, not cost § Available through § Professional services § Training 15 4Wednesday, 21 September 2011
  16. 16. www.ivantage.co.uk Our vision § To be the Internet’s leading performance-driven Internet marketing agency 16 5Wednesday, 21 September 2011
  17. 17. www.ivantage.co.uk Professional services § Traffic Generation § Paid Search - PPC § Audit, strategy, take-over/set-up, optimisation & management § Natural Search - SEO § Audit, strategy, optimisation & management § Local & Mobile Search § Strategy, optimisation & management § Display & Video § Strategy, optimisation & management § Social Media § Strategy, optimisation & management § Email marketing § Strategy, transmission, tracking and management § Traffic Analysis § Web analytics § Audit, strategy, implementation, support and interpretation § Traffic Conversion § Conversion Rate Optimisation § Audit, strategy & optimisation 17 6Wednesday, 21 September 2011
  18. 18. www.ivantage.co.uk Training (public scheduled and private on-site) § Google Analytics § Google Adwords § Google Website Optimizer § Urchin Software from Google § Search Engine Optimisation (SEO) § Social Media Marketing § Two of three Google Certified trainers in the UK § Two of four Google Certified trainers in Europe § Two of fifteen Google Certified trainers in the world 18 7Wednesday, 21 September 2011
  19. 19. www.ivantage.co.uk Who we do it for – multi-channel retail 19 8Wednesday, 21 September 2011
  20. 20. www.ivantage.co.uk Who we do it for – business to business 20 9Wednesday, 21 September 2011
  21. 21. www.ivantage.co.uk Who we do it for – NGOs and GOs 21 10Wednesday, 21 September 2011
  22. 22. www.ivantage.co.uk Introductions  –  your  turn! § You § Your  role § Your  department/website/website  area § Your  objectives  for  attending  today 22Wednesday, 21 September 2011
  23. 23. www.ivantage.co.uk What  is  a  search  engine? § Crawling  Search  Engines § Directories § Meta  Search  Engines 23Wednesday, 21 September 2011
  24. 24. www.ivantage.co.uk Crawling  Search  Engines § Investment  in  crawling  technology § To  provide  results  at  the  portal § Googlebot  -­‐  Google § Bingbot  (MSNbot)  -­‐  MSN § Slurp  -­‐  Yahoo! 24Wednesday, 21 September 2011
  25. 25. www.ivantage.co.uk Exercise § Visit  Google  and  look  at  your  site’s  cached    pages § What  do  you  think  you  seeing? 25Wednesday, 21 September 2011
  26. 26. www.ivantage.co.uk Exercise § Visit  Google  and  look  at  you’re  the  BBC  site’s  cached  pages § What  do  you  think  you  seeing? 26Wednesday, 21 September 2011
  27. 27. www.ivantage.co.uk Recap! § Search  results  (SERPS)  are  not  live § Google  does  not  search  the  web  in  real  time § It  searches  its  index § So  do  all  other  crawling  search  engines § The  size  of  the  index  is/was  a  key  competitive  differentiator § Use  the  cache  if  it  is  not  obvious  why  a  page  ranks  for  a  term   27Wednesday, 21 September 2011
  28. 28. www.ivantage.co.uk What  is  a  Directory? § Human  categorisation § You  submit § Editors  edit  your  submitted  site  description 28Wednesday, 21 September 2011
  29. 29. www.ivantage.co.uk Exercise § Look  at  Yahoo  and  DMOZ  for  your  site § Visit  http://dir.yahoo.com/ § Visit  http://www.dmoz.org/ § Are  you  listed? § How  do  you  know  with  you  are  list 29Wednesday, 21 September 2011
  30. 30. www.ivantage.co.uk Recap!§ Don’t  submit  now § We  can  do  this  later!§ Use  keywords  in  your  directory  description  when  you  submit  § Avoid  marketing  fluff 30Wednesday, 21 September 2011
  31. 31. www.ivantage.co.uk Exercise§ How  would  you  submit  your  site  to  the  Yahoo  directory?§ How  would  you  submit  your  site  to  the  Open  directory? 31Wednesday, 21 September 2011
  32. 32. www.ivantage.co.uk What  is  a  Meta  Search  Engine?§ Meta  –  data  about  data§ Blends  data  from  different  sources § http://www.aol.com § http://www.hotbot.com § http://www.dogpile.com § http://www.kartoo.com § http://www.mamma.com § http://www.surfwax.com § http://www.clusty.com § http://web.curryguide.com § http://www.excite.com § http://www.fazzle.com 32Wednesday, 21 September 2011
  33. 33. www.ivantage.co.uk Exercise § Visit  some  of  the  Meta  Search  Engines § What  are  you  seeing? § Where  do  organic  results  come  from? § Where  do  the  paid  ads  come  from? 33Wednesday, 21 September 2011
  34. 34. www.ivantage.co.uk Recap!§ What  now  would  be  your  reaction  to  an  email  from  an  SEO  company   offering  to  submit  your  site  to  100  search  engines?§ SEO,  in  most  countries  means  focusing  on  the  leading  (share  of  search)   crawling  search  engines § Googlebot  -­‐  Google § Bingbot  (MSNbot)  -­‐  MSN § Slurp  -­‐  Yahoo! § Exceptions § China § Baidu.com § Russia § Yandex.ru 34Wednesday, 21 September 2011
  35. 35. www.ivantage.co.uk Organic, natural, crawled, Editorial Paid, PfP, PPC, CPC, Advertising 35Wednesday, 21 September 2011
  36. 36. www.ivantage.co.uk Recap! § The  anatomy  of  a  search  result § Paid § Organic § Special  features  placed  by  portal  owner § News § Products § Images § Video § Local  (maps) 36Wednesday, 21 September 2011
  37. 37. www.ivantage.co.uk The  importance  of  SEO? § Editorial  vs.  Advertising § Commonly  used § SEO  and  paid  search,  along  with  email  marketing,  are  the  most  commonly  used  methods  for  generating  online  leads  according  to  a   survey  of  600  digital  marketers. § Natural  search  (79%),  email  marketing  -­‐  in-­‐house  lists  (75%)  and  paid  search  (71%)  are  the  most  commonly  used  online  methods  for  lead   generation. § Consumer  Search  Trends § 91%  prefer  using  natural  search  results  when  looking  to  buy  a  product  or  service  online,  according  to  Tamar‘s  2008  Search  Attitudes   Report.  [Source:  Tamar,  May  2008] § 31%  of  consumers  said  they  chose  natural  over  paid  search  results  as  they  trust  their  search  engine  to  give  them  the  most  relevant   results. § 51%  start  with  a  search  engine  when  looking  to  purchase  from  a  retailer  online  and  42%  start  with  a  search  engine  when  looking  to  make   a  travel  purchase. § The  Importance  of  The  First  Page § According  to  an  iProspect  survey,  seven  out  of  ten  respondents  said  they  clicked  a  search  result  within  the  first  page  of  results,  while   92%  clicked  a  result  within  the  first  three  pages  of  search  results.  [Source:  iProspect  via  eMarketer,  April  2008] § Only  8%  of  users  ventured  beyond  the  third  page  of  results. § Over  90%  of  respondents  changed  the  search  term  if  they  did  not  find  what  they  wanted  in  the  first  three  pages  of  search  results. § Source:  The  Business  Case  for  SEO 37Wednesday, 21 September 2011
  38. 38. www.ivantage.co.uk What  is  SEO? § The  optimisation  of  your  website  for  organic  listings § Search  engines  need  to  find,  crawl,  read,  index  (add  to  their  database)  and  rank  your  site § Not  PPC  (PfP)  Campaign  Management § Difficult § No  short  cuts  –  optimise  the  website  and  only  the  website § Major  branded  URLs  shouldn’t § Spam § Purchase  links § Good  SEO  agencies  are  like  PR  agencies § They  can’t  guarantee § But  they  can  influence § What  is  optimisation? § Keyword  targeting § On-­‐site  factors § Solving  website  technical  barriers § Classification  of  content § Development  of  content § Representation  of  content § Off-­‐site  factors § Incoming  link  popularity § Incoming  link  relevance § Incoming  link  anchor  relevance 38Wednesday, 21 September 2011
  39. 39. www.ivantage.co.uk SEO Ranking Factors - SEOMoz 2011 39Wednesday, 21 September 2011
  40. 40. www.ivantage.co.uk In summary § On-Page Technical - 22.39% § Domain Level Keyword Usage - 10.73 § Page Level Keyword Agnostic Features - 6.74 § Domain Level Keyword Agnostic - 4.92 § On-Page Content - 14.93 % § Page Level Keyword Usage - 14.93 § Off-Page (Links) - 49.8% § Page Level Link Metrics - 21.45 § Domain Level Link Authority Features - 21.13 § Page Level Social Metrics - 7.22 § Brand Status - 13.04% § Domain Level Brand Metrics - 6.78 § Page Level Traffic/Query Data - 6.26 40Wednesday, 21 September 2011
  41. 41. www.ivantage.co.uk Exercise § Visit  Bing § Search  for  something  your  company  would  want  to  be  found  for § What  is  the  anatomy  of  the  search  result? 41Wednesday, 21 September 2011
  42. 42. www.ivantage.co.uk Exercise § Visit  Google § Search  for  something  your  company  would  want  to  be  found  for § What  is  the  anatomy  of  the  search  result? § How  are  you  ranking? 42Wednesday, 21 September 2011
  43. 43. www.ivantage.co.uk Exercise § Visit  Yahoo! § Search  for  something  your  company  would  want  to  be  found  for § What  is  the  anatomy  of  the  search  result? 43Wednesday, 21 September 2011
  44. 44. www.ivantage.co.uk Exercise § Visit  AOL § Search  for  something  your  company  would  want  to  be  found  for § What  is  the  anatomy  of  the  search  result? 44Wednesday, 21 September 2011
  45. 45. www.ivantage.co.uk The  find § Has  your  website  been  found? § How  was  it  found? 45Wednesday, 21 September 2011
  46. 46. www.ivantage.co.uk Exercise § Visit  Google § Type  site:www.yoursite.com § Has  Google  got  it? § Bing? § Yahoo? § How  did  these  engines  find  it? 46Wednesday, 21 September 2011
  47. 47. www.ivantage.co.uk Exercise § Visit  Google § Visit  Bing § Visit  Yahoo! § Search  for  “submit  a  site” 47Wednesday, 21 September 2011
  48. 48. www.ivantage.co.uk Links  are  essential! § Without  links,  crawling  search  engines  don’t  work § The  seed  set  convey  trust § A  human  has  verified  the  site’s  content  and  purpose § Dmoz § Yahoo! 48Wednesday, 21 September 2011
  49. 49. www.ivantage.co.uk The  importance  of  the  Title  tag § Visit  Google § Type  site:www.yoursite.com  intitle:keyword § A  title  tag  tells  both  users  and  search  engines  what  the  topic  of  a   particular  page  is § The  <title>  tag  should  be  placed  within  the  <head>  tag  of  the  HTML   document   § Ideally,  you  should  create  a  unique  title  for  each  page  on  your  site. 49Wednesday, 21 September 2011
  50. 50. www.ivantage.co.uk Title  tags  -­‐  best  practice § Source § Googles  Search  Engine   Optimization  Starter   Guide 50Wednesday, 21 September 2011
  51. 51. www.ivantage.co.uk Title  Tags  -­‐  the  specifics § Time  to  deploy  keyword  research § Find  your  best  ranking  pages  for  specific  keywords § site:yoursite.com  keyword § Title  tags § CRITICAL § Keyword  first § XXXX  from  mysite.com § 60  Characters  –  7-­‐10  words  (Approx.) § Why  so  critical? § Classify § Confirmatory § Intent § “Call  to  Action” § Ranking  &  Click-­‐through  qualities 51Wednesday, 21 September 2011
  52. 52. www.ivantage.co.uk The  home  page  title  tag § The  home  page  will  almost  certainly  be  your  best  ranked  page § Home  page  title  tag  should  focus  on § Your  most  critical  keyword § Your  brand 52Wednesday, 21 September 2011
  53. 53. www.ivantage.co.uk The  uniqueness  of  search § Which  other  marketing  medium § Does  not  interrupt? § Is  requested? § Qualifies  the  prospect? § Search § Because  of  the  “keyword”  or  “phrase” 53Wednesday, 21 September 2011
  54. 54. www.ivantage.co.uk Direct  Marketing  Print  Ad. § Newspaper  Ad § Finance  Product 69% “Not Seen” Passed by 9% Browsers 17% List builders 4% Active 1% Shoppers Source: Lowe Howard-Spink 54Wednesday, 21 September 2011
  55. 55. www.ivantage.co.uk Search  is  unique 69% • No  wastage 9% • Potential  customers • 17% Identify  themselves  through  the  use  of  keywords • “Hello”  I  really  need  an  “XXXXX” • No  interruption 4% • Permission  based  marketing • Ultimate  response  medium Active 1% Shoppers Source: ivantage Limited 55Wednesday, 21 September 2011
  56. 56. www.ivantage.co.uk The  online  &  search  market   § Total  UK  advertising  spend  fell  by  3.5%  in  2008  to  £17.5bn § Internet  grew  its  share  to  19.2%  of  total  UK  advertising  expenditure § –  up  3.7  percentage  points  on  2007  (15.5%) § Paid-­‐for  search  grew  by  22.7%  to  £1986.9  millions,  a  59.3%  share  of  all  online  advertising § Online  display  grew  in  2008,  up  7.7%  to  £637.4  millions,  accounting  for  19%  of  all  online   advertising  expenditure § Classified  growth  remained  healthy,  up  22.2%  to  £715.2  millions,  a  share  of  21.4% Source: April 2009 - IAB, PricewaterhouseCoopers (PwC), The World Advertising Research Centre (WARC) 56Wednesday, 21 September 2011
  57. 57. www.ivantage.co.uk Exercise § Visit  Google § Follow  the  link  to  “Advertising  Programmes” § Read  about  Adsense § Is  Adsense  search  marketing? 57Wednesday, 21 September 2011
  58. 58. www.ivantage.co.uk Recap! § Search  is  keyword  focused § Users  use  keywords   § Search  engines  respond  with  results § Results  can  be § Organic  (Editorial) § Paid  (Advertising) § News § Other  data 58Wednesday, 21 September 2011
  59. 59. www.ivantage.co.uk Keywords • Behavioural  based • Intent • Free,  cheap,  buy,  best • Advertiser  Control • Prospect  qualification • Requested • Response  medium • CTR • Branding  medium • Impressions 59Wednesday, 21 September 2011
  60. 60. www.ivantage.co.uk Researching  Keywords § Or  key  phrases § Think  (be  empathetic) § Use  or  stay  clear  from  jargon   § Stay  clear  of  internal  language § Brainstorm § Talk  to  customers § Use  Access  (Web)  logs § View  source  on  competitors’  pages § Use  keyword  tool  resources 60Wednesday, 21 September 2011
  61. 61. www.ivantage.co.uk Keyword  research  tools § Google  External  Keyword  tool § https://adwords.google.com/select/KeywordToolExternal § Google  Adwords    Keyword  tool § http://www.google.com/sktool/#   § Google  Trends § http://www.google.com/trends   § Google  Insights § http://www.google.com/insights/search/#   § Wordtraker § http://www.wordtracker.com/free-­‐trial.html   61Wednesday, 21 September 2011
  62. 62. www.ivantage.co.uk Exercise § Visit  https://adwords.google.com/select/KeywordToolExternal § Type  in  a  keyword  that  your  company  might  want  to  be  found  for § Use  “Keyword  Popularity” § Can  you  see  how  this  Google  Paid  Search  tool    could  help  you  target  SEO   keywords? 62Wednesday, 21 September 2011
  63. 63. www.ivantage.co.uk Exercise § Visit  a  competitor § View  source § Can  you  see  any  keywords  that  may  be  of  interest  to  your  company? 63Wednesday, 21 September 2011
  64. 64. www.ivantage.co.uk Exercise § Visit  https://adwords.google.com/select/KeywordToolExternal § Can  you  get  Google  to  find  some  keywords  from  your  competitor’s  home   page? 64Wednesday, 21 September 2011
  65. 65. www.ivantage.co.uk Exercise § Who  are  your  true  on-­‐line  competitors? § Not your perceived competitors § Direct § Indirect 65Wednesday, 21 September 2011
  66. 66. www.ivantage.co.uk Keyword  issues § Misspellings §  SE’s  handle  well § Word  stemming § Plurals § Charity  &  Charities   § S  or  singular § Plural  nearly  always  out  traffics  singular § Synonyms § Use  most  popular § The  apostrophe § Use  Word  Tracker § SEs  don’t  get  it § Don’t  use  possessive  form § The  hyphen § Use  Word  Tracker 66Wednesday, 21 September 2011
  67. 67. www.ivantage.co.uk Exercise § Visit  Google § Can  you  misspell  some  keywords  you  used  previously? § How  does  Google  treat  the  apostrophe  and  the  hyphen?   67Wednesday, 21 September 2011
  68. 68. www.ivantage.co.uk Keyword  research  augmentation § Adjective  Augmentation § Needs  based § Cheap § Low  cost § Fast  internet § Slow  internet § Verb  Augmentation § Action  based § Buy § Purchase § Shop  for § Contextual  Augmentation § Does  it  make  sense  out  of  context  of  the  site? § Cameras  in  e-­‐commerce  disposable  category § Blue  Camera § Yellow  camera § Location  Augmentation § Bull  Hotel  -­‐  Long  Melford,  Sudbury,  Suffolk § Long  Melford  Pub  Hotel  –  The    Bull  Hotel,  Sudbury,  Suffolk 68Wednesday, 21 September 2011
  69. 69. www.ivantage.co.uk Exercise § Visit  https://adwords.google.com/select/KeywordToolExternal § Expand  your  keywords  using  the  augmentation  methods 69Wednesday, 21 September 2011
  70. 70. www.ivantage.co.uk Exercise  –  optional§ Visit  http://www.wordtracker.com/free-­‐trial.html§ Sign-­‐up  for  the  Wordtracker  trial§ Can  you  start  building  a  project  of  keywords  for  your  company’s  website? 70Wednesday, 21 September 2011
  71. 71. www.ivantage.co.uk Exercise  –  optional § Visit  https://adwords.google.com/select/KeywordToolExternal § Sign-­‐up  for  Google  Adwords § Can  you  start  building  a  campaign  of  keywords  for  your  company’s   website? 71Wednesday, 21 September 2011
  72. 72. www.ivantage.co.uk Recap! § Search  is  keyword  focused § Users  use  keywords   § You  must  know  which  keywords  users  (customers/prospects/clients)  are     using § Your  content  must  use  those  keywords § The  links  linking  to  you  must  use  them 72Wednesday, 21 September 2011
  73. 73. www.ivantage.co.uk So  far  we’ve  considered   § Your  website’s  commercial  objectives § Your  target  market’s  search  engine  and  language § Your  TLD  strategy § Your  ccTLD  strategy § Your  sub-­‐domain  TLD  and  ccTLD  strategy § Your  target  market’s  keywords § What  potential  customers  are  searching  for § Your  content  and  it’s  ranking  for  target  keywords § site:yoursite.com  keyword § Your  title  tags  and  target  keywords § Ranking  &  click  through  qualities  of  titles 73Wednesday, 21 September 2011
  74. 74. www.ivantage.co.uk Snippets  and  Description  Meta  Tags   § The  anatomy  of  a  Google  Search  result § http://googlewebmastercentral.blogspot.com/2007/11/anatomy-­‐of-­‐ search-­‐result.html § Meta  description  tags § Don’t  have  a  ranking  quality § Do  have  a  click  through  quality § Make  them  compelling 74Wednesday, 21 September 2011
  75. 75. www.ivantage.co.uk Snippets  and  Description  Meta  Tags  -­‐  best  practice 75Wednesday, 21 September 2011
  76. 76. www.ivantage.co.uk Meta  Descriptions  -­‐  the  specifics § Meta  tags § http://www.w3.org/TR/REC-­‐html40/appendix/notes.html#recs § Description § <META  name="description"  content="Idyllic  European  vacations"> § Is  this  a  waste  of  time? § No!!!!!! § Click  through  quality § Control  over  Snippet  technology § 250  characters § Focus  on  the  call  to  action  and  compel  the  click  through § Keywords § Think  of  it  as  keyphrase  separated  by  commas § <META  name="keywords"  content="vacation,Greece,sunshine"> 76Wednesday, 21 September 2011
  77. 77. www.ivantage.co.uk Snippets  and  Description  Meta  Tags   § The  anatomy  of  a  Google  Search  result § http://googlewebmastercentral.blogspot.com/2007/11/anatomy-­‐of-­‐ search-­‐result.html § Meta  description  tags § Don’t  have  a  ranking  quality § Do  have  a  click  through  quality § Make  them  compelling 77Wednesday, 21 September 2011
  78. 78. www.ivantage.co.uk Meta  Keywords  -­‐  the  specifics § Meta  tags § http://www.w3.org/TR/REC-­‐html40/appendix/notes.html#recs § Description § Think  of  it  as  keyphrase  separated  by  commas § <META  name="keywords"  content="vacation,Greece,sunshine"> § Is  this  a  waste  of  time? § Yes § No  affect  on  ranking § No  affect  on  click  through § Don’t  use  as,  like  you  did,  your  competitors  can  see  what  you  are  targeting! 78Wednesday, 21 September 2011
  79. 79. www.ivantage.co.uk The  importance  of  URL  Structure § Using  descriptive  keywords  in  URLS  rather  than  complex,  long  dynamic  ones § Appeals  to  users § Helps  keep  site  better  organised § Aids  crawling  (links  have  context) § Aids  linking  (links  have  meaning) § Aids  linking  context  (link  has  real  keywords) § Aids  ranking  (keyword  match  Title  and  content) § Aids  click  through  (because  keywords  are  displayed) 79Wednesday, 21 September 2011
  80. 80. www.ivantage.co.uk URL  structure  -­‐  best  practice 80Wednesday, 21 September 2011
  81. 81. www.ivantage.co.uk URL  structure  -­‐  the  specifics § Simplify  URLs § Use  punctuation § http://www.example.com/green-­‐dress.html  vs. § http://www.example.com/greendress.html § Consider  robots.txt  and  robots  meta  tag  to  prevent  indexing  of § Overly complex URLs, especially those containing multiple parameters such as § http://www.google.com/support/webmasters/bin/answer.py?answer=76329 81Wednesday, 21 September 2011
  82. 82. www.ivantage.co.uk What  is  SEO? § The  optimisation  of  your  website  for  organic  listings § Search  engines  need  to  find,  crawl,  read,  index  (add  to  their  database)  and  rank  your  site § Not  PPC  (PfP)  Campaing  Management § Difficult § No  short  cuts  –  optimise  the  website  and  only  the  website § Major  branded  URLs  shouldn’t § Spam § Purchase  links § Good  SEO  agencies  are  like  PR  agencies § They  can’t  guarantee § But  they  can  influence § What  is  optimisation? § Keyword  targeting § On-­‐site  factors § Solving  website  technical  barriers § Classification  of  content § Development  of  content § Representation  of  content § Off-­‐site  factors § Incoming  link  popularity § Incoming  link  relevance § Incoming  link  anchor  relevance § Incoming  link  context  relevance § Incoming  link  community  relevance 82Wednesday, 21 September 2011
  83. 83. www.ivantage.co.uk The  crawl § How  is  your  website  crawled? 83Wednesday, 21 September 2011
  84. 84. www.ivantage.co.uk The  crawl § How  is  your  website  crawled? § Sitemap § HTML  sitemap  critical  for  SEO § How  link  equity  is  passed  to  your  pages § Solves  JavaScript  navigation  issues § The  Google  Search  Engine  Optimization  Starter  Guide 84Wednesday, 21 September 2011
  85. 85. www.ivantage.co.uk The  crawl-­‐  sitemap  protocol § http://sitemaps.org/protocol.php § Open  standard  supported  by  Google,  Bing  and  Yahoo! § Implemented  with  different  facilities: § Google  Webmaster  Tools § Bing  Webmaster  Tools § Yahoo!  Site  Explorer 85Wednesday, 21 September 2011
  86. 86. www.ivantage.co.uk HTML  sitemaps  vs.  XML  sitemaps § HTML  sitemaps  convey  link  equity,  XML  sitemaps  do  not § HTML  sitemaps  aid  usability,  XML  sitemaps  do  not § Both  help  crawlers  find  ALL  content 86Wednesday, 21 September 2011
  87. 87. www.ivantage.co.uk Controlling  crawler  access  with  robots.txt § A  file  read  by  all  “compliant”  crawling  search  engines § Conforms  to  a  standard § http://www.google.com/support/webmasters/bin/answer.py?answer=156449 § User-agent: * § Disallow: /folder1/ 87Wednesday, 21 September 2011
  88. 88. www.ivantage.co.uk Controlling  crawler  access  with  the  robots  Meta  tag § A  Meta  Tag    read  by  all  “compliant”  crawling  search  engines § Conforms  to  a  standard § http://www.robotstxt.org/meta.html 88Wednesday, 21 September 2011
  89. 89. www.ivantage.co.uk Controlling  crawler  access  with  the  .htaccess  file   (Apache) § An  Apache  webserver  configuration  file § AuthUserFile  /checkout.htpasswd §  "enter  password" § AuthType  Basic § require  valid-­‐user § Resources § http://googlewebmastercentral.blogspot.com/2008/01/remove-­‐your-­‐content-­‐from-­‐google.html 89Wednesday, 21 September 2011
  90. 90. www.ivantage.co.uk Exercise § Visit  your  website § Do    you  have  an  HTML  sitemap? § Do  you  have  a  sitemap? § www.yoursite.co.uk/sitemap.xml 90Wednesday, 21 September 2011
  91. 91. www.ivantage.co.uk Exercise § Visit  http://www.google.com/webmasters/ § Do  you  have  a  Google  sitemap?   § Sign  in  with  your  Google  Account? 91Wednesday, 21 September 2011
  92. 92. www.ivantage.co.uk The  read § How  is  your  website  read? § Rexswain § Webbug § Opera § Firefox  Live  Headers 92Wednesday, 21 September 2011
  93. 93. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § Click  through  on  the  links  Google  has  indexed  –  what  happens? 93Wednesday, 21 September 2011
  94. 94. www.ivantage.co.uk Exercise § Visit  http://www.rexswain.com/httpview.html § Type  in  your  website § What  happens? 94Wednesday, 21 September 2011
  95. 95. www.ivantage.co.uk The  canonical  home  page   § How  may  ways  can  a  website  be  addressed? § ivantage.co.uk § ivantage.co.uk/index.htm § www.ivantage.co.uk/index.htm § www.ivantage.co.uk § Multiple  home  pages  can  cause  search  engine  confusions  and  disperse  link   equity  over  multiple  home  pages § Resolve  to  one  “true”  canonical  URL § Apache  .htacces  file  configuration 95Wednesday, 21 September 2011
  96. 96. www.ivantage.co.uk The  indexation § How  is  your  website  index? § How  many  pages  does  your  site  have? § How    many  are  indexed? § Under? § Over? § Supplemental  results? § Fresh? § Words,  offers,  cache? 96Wednesday, 21 September 2011
  97. 97. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  many  pages  does  your  site  have? § How    many  are  indexed? § Under? § Over? § Fresh? § Words,  offers,  cache? 97Wednesday, 21 September 2011
  98. 98. www.ivantage.co.uk Re-­‐visiting  the  canonical  URL § If  pages  can  be  addressed  in  different  ways,  then  like  a  home  page  link  reputation  can  be  split § Use  301  redirects § Consider  the  link  canonical  tag § http://googlewebmastercentral.blogspot.com/2009/02/specify-­‐your-­‐canonical.html 98Wednesday, 21 September 2011
  99. 99. www.ivantage.co.uk The  rank § How  is  your  website  ranked? 99Wednesday, 21 September 2011
  100. 100. www.ivantage.co.uk Exercise § Visit  google.co.uk § Do  you  rank  for  any  of  your  keywords? § You  might  want  to  try § http://www.googlerankings.com/ 100Wednesday, 21 September 2011
  101. 101. www.ivantage.co.uk Exercise  –  optional § Visit  http://www.google.com/analytics/ § Sign-­‐up  for  a  Google  Analytics  account  or  use  your  Adwords’  Analytics   Tab 101Wednesday, 21 September 2011
  102. 102. www.ivantage.co.uk How  do  we  know  which  on  page  factors  matter? § A  number  of  key  areas § Experience  and  results § The  Google  Patent § Knowledge  and  research § Planet  Ocean § SEOMoz § Google  Advice § Starter  guide § Webmaster  guidelines § Best  Practice  Advice § E.g:  E-­‐consultancy 102Wednesday, 21 September 2011
  103. 103. www.ivantage.co.uk On-­‐page  SEO  factors  0 § IP  &  Domain § Customer  friendly  vs.  keyword  rich § Find  a  balance 103Wednesday, 21 September 2011
  104. 104. www.ivantage.co.uk The  domain  name § Keywords § Keywords  in  a  domain  do  not  necessarily  benefit  its  ranking,  however  as  the  domain  may  form  part  of    the   anchor  text  the  name  of  the  domain  may  become  important § Anchor  text? § Given  a  choice § Choose  a  domain  with  your  most  important  keyword  in  it § Brand § Generic  keyword 104Wednesday, 21 September 2011
  105. 105. www.ivantage.co.uk Main  domain  registration  details § The  Registrant’s  company  information  is  important  for  Search  Engines  to   authenticate  brands  and  ownership. § Main  domain  registrant’s  address § Main  domain  registrant’s  agent § Funny  stuff? § Main  domain  type § Main  domain’s  registration  date § Main  domain  name  lookup  for  your  domain § Domain  name  servers § DNS  record  history  and  changes § Domain  blacklisting   § Domain  email  spamming  protection § Reverse  DNS  Lookup 105Wednesday, 21 September 2011
  106. 106. www.ivantage.co.uk Main  domain  type § Is  it  the  correct  domain  for § The  geographic  region? § The  organisation? § It  is  important  that  you  have  a  TLD  that  matches  your  business  objectives  and  the  geographic  market  you  are  targeting  to   obtain  the  most  relevant  search  engine  traffic 106Wednesday, 21 September 2011
  107. 107. www.ivantage.co.uk TLDs § There  are  several  types  of  Top  Level  Domains  within  the  Domain  Name  System: § TLDs  with  two  letters  (such  as  .de,  .mx,  and  .jp)  have  been  established  for  over  240  countries  and  external  territories  and  are  referred  to  as  "country-­‐ code"  TLDs  or  "ccTLDs".   § Most  TLDs  with  three  or  more  characters  are  referred  to  as  "generic"  TLDs,  or  "gTLDs".  They  can  be  subdivided  into  two  types,  "sponsored"  TLDs   (sTLDs)  and  "unsponsored  TLDs  (uTLDs). § In  addition  to  gTLDs  and  ccTLDs,  there  is  one  special  TLD,  .arpa,  which  is  used  for  technical  infrastructure  purposes. § In  the  1980s,  seven  gTLDs  (.com,  .edu,  .gov,  .int,  .mil,  .net,  and  .org)  were  created.  Domain  names  may  be  registered  in  three  of  these  (.com,  .net,   and  .org)  without  restriction;  the  other  four  have  limited  purposes. § In  November  2000  seven  new  TLDs  were  created.  These  were  introduced  in  2001  and  2002.  Four  of  the  new  TLDs  (.biz,  .info,  .name,  and  .pro)  are   unsponsored.  The  other  three  new  TLDs  (.aero,  .coop,  and  .museum)  are  sponsored.   § Generally  speaking,  an  un-­‐sponsored  TLD  operates  under  policies  established  by  the  global  Internet  community  directly  through  the  ICANN  process,   while  a  sponsored  TLD  is  a  specialized  TLD  that  has  a  sponsor  representing  the  narrower  community  that  is  most  affected  by  the  TLD.   § Source:  http://www.icann.org/tlds/ 107Wednesday, 21 September 2011
  108. 108. www.ivantage.co.uk ccTLDs § Country-­‐code  Top-­‐level  Domains  (ccTLDs)  are  two-­‐letter  top-­‐level  domains  especially  designated  for  a  particular  country  or   autonomous  territory  to  use  to  service  their  community. § http://www.iana.org/domains/root/db 108Wednesday, 21 September 2011
  109. 109. www.ivantage.co.uk Domain  strategy § There  are  several  clues  that  a  search  engines  uses  to  understand  a  site  geographic  target: § 1. country code TLD (ccTLD) such as .de or .fr § 2.  geotargeting  in  the  webmaster  console   § 3.  IP  address § http://www.google.com/support/webmasters/bin/answer.py?answer=62399 109Wednesday, 21 September 2011
  110. 110. www.ivantage.co.uk Domain  history  1 § Main  domain’s  registration  date § Search  engines  make  the  assumption  that  legitimate  domains  are  more  likely  to  have  been  registered  for  some  time.  Domains  that  are  relatively  new  are  treated  with   suspicion  by  search  engines  as  there  is  a  danger  that  they  maybe  used  for  spamming. § Main  domain  name  lookup  for  your  domain § It  is  important  for  your  domain  to  resolve  to  the  IP  address  correctly.   § Domain  name  servers § Search  engines  look  at  the  domain  servers  your  domain  is  configured  to  use  for  IP  address  resolution  and  investigate  what  other  sites  use  the  domain  name  servers.  If   pornographic,  gambling  or  spam  related  sites  use  these  domain  name  servers,  it  can  negatively  affect  you  ranking.   110Wednesday, 21 September 2011
  111. 111. www.ivantage.co.uk Domain  history  2 § DNS  record  history  and  changes § Search  engines  record  and  monitor  the  history  of  a  domain  record  and  make  the  assumption  that  DNS  records  that  change  often  may  indicate  the   presence  of  spam.  So  changes  to  your  DNS  record  should  be  kept  to  a  minimum. § Domain  blacklisting § If  you  have  ever  engaged  an  unethical  SEO  company  or  been  involved  in  any  unethical  site  promotion  tactics,  then  your  site  maybe  blacklisted  by   some  search  engines.  Although  it  is  not  always  easy  to  find  this  out,  a  number  of  data  bases  exist  that  can  queried  to  see  if  this  is  the  case.     § Domain  email  spamming  protection § It  is  important  for  your  domain  to  have  email  spamming  protection,  without  it,  it  means  that  spammers  can  easily  send  out  E-­‐mails  that  look  like  they   came  from  your  domain,  which  can  make  your  domain  look  bad  (if  the  recipient  thinks  you  really  sent  it),  and  can  cost  you  money  (when  people   complain  to  you,  rather  than  the  spammer). § Reverse  DNS  Lookup § The  ability  for  search  engines  to  verify  your  IP  address  against  your  domain  name  is  important  for  search  engines  to  authenticate  your  site.  Note  that   all  Internet  accessible  hosts  are  expected  to  have  a  reverse  DNS  entry  (per  RFC1912  2.1),  and  many  mailservers  (such  as  AOL)  will  likely  block  E-­‐mail   from  mailservers  with  no  reverse  DNS  entry.   111Wednesday, 21 September 2011
  112. 112. www.ivantage.co.uk Domain  Canonicalisation § Search  engines  often  struggle  with  selecting  the  correct  format  of  a  domain  name  especially  when  they  can  be  addressed  in   multiple  ways.  To  help  search  engines  choose  the  correct  domain  to  access  your  site,  your  domain  should  be  configured  to  only   resolve  to  one  domain. § www.mydomain.com   § mydomain.com 112Wednesday, 21 September 2011
  113. 113. www.ivantage.co.uk Main  domain’s  Google  Page  Rank § Page  rank  is  Google’s  measure  of  importance  of  a  page.   § Whilst  Page  Rank  is  a  very  subjective  and,  widely  accepted  to  be,  inaccurate  measurement  system,  it’s  very  useful  to  see  what  Google  thinks  of   your  home  page  or  main  domain.  This  provides  us  with  a  good  indication  of  how  the  rest  of  your  site  will  rank.  A  Page  Rank  of  5/10  is  important   for  strong  rankings  however,  anything  at  7  or  greater  is  relatively  rare. § Beware § www.mydomain.co.uk/index.html   § www.mydomain.co.uk § mydomain.co.uk/index.html   § mydomain.co.uk 113Wednesday, 21 September 2011
  114. 114. www.ivantage.co.uk Main  domain  abuse  contact  details § By  acting  responsibly  and  setting–up  an  email  alias  so  Internet  users  can  report  any  Internet  abuse  related  to  your  domain,  search   engines  will  again  be  informed  of  the  domain’s  authenticity.   114Wednesday, 21 September 2011
  115. 115. www.ivantage.co.uk Domain  Aliasing § Hostnames  report § Domains  that  you  have  registered  must,  generally  speaking,  redirect  to  your  main  marketing  domain.  Domains  that  are  not   configured  to  do  this  can  cause  search  engines  to  index  sites  incorrectly  or  index  the  same  content  under  multiple  domains  which   may  lead  a  search  engine  to  think  you  are  trying  spam  its  index.   § If  you  use  multiple  domains  they  must  re-­‐direct  to  the  main  site  via  a  status  code  of  “301”,  if  the  status  code  is  “200”,  then  the  url   will  stay  in  the  browser,  and  it  will  appear  to  be  a  duplicate  site  with  duplicate  content,  which  could  be  interpreted  as  “spam”. 115Wednesday, 21 September 2011
  116. 116. www.ivantage.co.uk IP  address  analysis § Domain  Aliasing § IP  address  analysis § Main  IP  address  registration § Main  IP  address  geographic  location § Main  IP  address  resolution § IP  address  range  allocation § IP  address  range  resolution § IP  address  range  status  and  blacklisting 116Wednesday, 21 September 2011
  117. 117. www.ivantage.co.uk On-­‐page  SEO  factors  1 § URLs § Simple/Short § Rewrite? § No  Session  IDs § Don’t  use  “&id=“ § Store  them  in  Cookies § Well  formed  HTML § http://validator.w3.org/ 117Wednesday, 21 September 2011
  118. 118. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  do  your  URLs  look? 118Wednesday, 21 September 2011
  119. 119. www.ivantage.co.uk On-­‐page  SEO  factors  2 § Time  to  deploy  Keyword    research § Title  tags § CRITICAL § Keyword  first § XXXX  from  mysite.co.uk § Don’t  duplicate  on  site § 60  Characters  –  7-­‐10  words  (Approx.) § Why  so  critical? § Classify § Confirmatory § Intent § “Call  to  Action” § Ranking  &  Click-­‐through  qualities § “site:www.yoursite.co.uk  intitle:something” 119Wednesday, 21 September 2011
  120. 120. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  do  your  titles  look?   § Unique? § Call  to  action? 120Wednesday, 21 September 2011
  121. 121. www.ivantage.co.uk On-­‐page  SEO  factors  3 § Homepage § Brand  or  non-­‐brand § Brand  &  strap  line § Top  Keyphrase § Header  tags § H1,2,3,4,5,6 § Body  text § Don’t  write  for  search  engines! § Don’t  worry  about  keyword  density! § Write  for  users! § Write  great  content! § 200-­‐300  words § 1-­‐3  keywords § Style  tags § <b>,  <strong>,  <i>,  <em>,  <li> § Link  Anchor  text  (on  site) § <p>This  is  fluff  but  this  is  the  <a  href="http://www.solutions.co.uk/">keyword</a>  I  want  to  target.</p> 121Wednesday, 21 September 2011
  122. 122. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § Is  your  home  page  optimised? 122Wednesday, 21 September 2011
  123. 123. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  is  your  content  looking?   123Wednesday, 21 September 2011
  124. 124. www.ivantage.co.uk On-­‐page  SEO  factors  4 § Meta  tags § http://www.w3.org/TR/REC-­‐html40/appendix/notes.html#recs § Description § <META  name="description"  content="Idyllic  European  vacations"> § Is  this  a  waste  of  time? § No!!!!!! § Click  through  quality § Control  over  Snippet  technology § 250  characters § Focus  on  the  call  the  action  and  compel  the  click  through § Keywords § Think  of  it  as  keyphrase  separated  by  commas § <META  name="keywords"  content="vacation,Greece,sunshine"> 124Wednesday, 21 September 2011
  125. 125. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  do  you  Meta  tags  look?   § Unique? § Call  to  action? § View  source 125Wednesday, 21 September 2011
  126. 126. www.ivantage.co.uk On-­‐page  SEO  factors  5 § Alt  tags § Describe  the  image  using  keywords § <img  border="0"  src="pic.jpg"  width="67"  height="41"  longdesc="SEO  Training  from  Harlequin  image  showing  happy   classroom  and  fat  bloke  teaching"  alt="SEO  Training  from  Harlequin  image"></p> § Download  Google  toolbar § Highlighter  function 126Wednesday, 21 September 2011
  127. 127. www.ivantage.co.uk Exercise § Visit  google.co.uk § Type  site:www.yoursite.com § How  do  your  Alt  tags  look? 127Wednesday, 21 September 2011
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