Emmat presentation 15 03 2011


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Presentation to Emtex members, 15 March 2011 in Nottingham. By John Owens of John Owens Associates

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  • at www.360e.co.uk website.
  • ISEDB.com is a “directory of directories”. It provides you with a list of web directories by specialism, by geography and general directories. Some directories are free, and some will charge for a link to your website. www.isedb.com/html/Web_Directories/
  • Emmat presentation 15 03 2011

    1. 1. John Owens Search Engine Optimisation - Getting found on Google © John Owens Associates 2011
    2. 2. This is a whistle-stop tour..... Not a plan of action! <ul><li>To Getting found on Google </li></ul><ul><li>+ it works for the other search engines like Bing and Yahoo too </li></ul><ul><li>If you need more: </li></ul><ul><li>Full day Search Engine Optimisation course run here, Thursday 7 April </li></ul><ul><li>£85 members / £120 non-members </li></ul><ul><li>See flyer or ask how to book </li></ul>
    3. 3. Getting found on Google
    4. 4. How Google works <ul><li>First, some statistics… </li></ul><ul><li>UK - Google.co.uk & .com accounted for 90.38% of all UK searches in the 4 weeks ending 19/02/11 </li></ul><ul><li>Yahoo! accounted for 2.88% , bing.com for 4.11% </li></ul><ul><li>Together – 97.37% of all searches in UK </li></ul><ul><li>USA – Google.com 67.99%, Yahoo! 14.44% , bing.com 12.98%, Ask 2.53% </li></ul><ul><li>Together – 97.94% in 4 weeks ending 12/02/11 </li></ul><ul><li>Google is also important in many other countries too – e.g. Singapore (.com + .com.sg) 84.67% in 4 weeks ending 12/02/11 Australia (.com+ .com.au) 91.57% in 4 weeks ending 19/02/11 </li></ul>Source – www.hitwise.com
    5. 5. How Google works A Spider... Googlebot wanders the web for new websites and changes to websites. It then views the web pages and strips out the text content. An Indexed Storage System.. A record, held by Google of all the text pages viewed by the spider (+ lots of other info too) A Matching Process.. The “Relevancy Algorithm” The rules that tell Google how to determine what would be relevant to your search
    6. 6. How Google works Search term key words /phrase “ Pay per Click” (PPC) results Organic or natural results Number of results
    7. 7. How Google works
    8. 8. SEO Fundamentals <ul><li>What visitors are you looking for? </li></ul><ul><li>What will potential customers type in? Do they know the technical term for your product, or would they use something else? </li></ul><ul><li>Cultural context (e.g. pavement /sidewalk, duvet / doona) </li></ul><ul><li>Misspellings – (e.g. labels / lables) </li></ul><ul><li>Review competitor sites, identify relevant keywords and phrases </li></ul><ul><li>Use (free) Google tools to see which phrases you need to incorporate </li></ul><ul><li>Build relevant content around them </li></ul><ul><li>Optimise EACH page, not just home page </li></ul>
    9. 9. SEO Fundamentals <ul><li>On Page Factors </li></ul><ul><ul><li>Page Title Tag – key phrase close to beginning, 1 st is best! </li></ul></ul><ul><ul><li>Good, substantive, unique Content – appropriate to key phrase, (Google likes pages to change over time, also likes new pages on an old site too) </li></ul></ul><ul><ul><li>Heading content – should have keywords in it </li></ul></ul><ul><ul><li>Internal Link structure – should contain key phrases </li></ul></ul><ul><ul><li>(Meta Tags) </li></ul></ul>What determines whereabouts you appear on the Google search page?
    10. 10. SEO Fundamentals <ul><li>Off Page Factors </li></ul><ul><ul><li>Domain name – key word use e.g. Stickylabels </li></ul></ul><ul><ul><li>Filename / full URL </li></ul></ul><ul><ul><li>Anchor text of inbound links using your key phrases </li></ul></ul><ul><ul><li>External Link Structure – from a diverse range of other sites, how authoritative they are as sites and how focused they are on your subject </li></ul></ul><ul><ul><li>Page quality & popularity of inbound links (PageRank) </li></ul></ul><ul><ul><li>Directory Listings </li></ul></ul><ul><ul><li>Speed of site </li></ul></ul>What determines whereabouts you appear on the Google search page? There are at least 100+ factors used in the Google algorithm to determine top rankings in the organic listing section
    11. 11. SEO Fundamentals Title tag + Alt tags on images Body copy & internal links Heading tag
    12. 12. SEO Fundamentals Description tag “ View” – “Source” From www.designweek.co.uk Title tag Keywords tag
    13. 13. SEO Don’ts Flash based site Frames based site Graphics only site
    14. 14. SEO Fundamentals – long tail marketing Source: RankStat.com, London, January 2007 Results for all search engines – length of key phrases entered
    15. 15. SEO Fundamentals – long tail marketing
    16. 16. Long Tail <ul><ul><li>You need to define which niches your business is in.. </li></ul></ul><ul><ul><li>You can also look at what your successful competition do too </li></ul></ul><ul><ul><li>You need to be starting to collect ideas </li></ul></ul><ul><ul><ul><li>For key phrases </li></ul></ul></ul><ul><ul><ul><li>For possible links to your site from important other sites </li></ul></ul></ul>
    17. 17. The Intitle tag <ul><ul><li>What is the competition? </li></ul></ul><ul><ul><li>Not really people with just the key phrase in their website </li></ul></ul><ul><ul><li>They really are: </li></ul></ul><ul><ul><ul><li>People who use the phrase in their Title Tag </li></ul></ul></ul>513,000 results 1,620 results
    18. 18. Finding out where we are...
    19. 19. Finding out where we are...
    20. 20. Key word research
    21. 21. Key word research Average advertiser competition 210 searches for this phrase in September
    22. 22. Key word research - on your existing site Your website
    23. 23. Key word research - on your existing site
    24. 24. “ Going Local”
    25. 25. “ Going Local”
    26. 26. Google Places
    27. 27. Adding your site
    28. 28. Adding your site
    29. 29. The Gold Standard www.dmoz.org
    30. 30. Finding Directories www.isedb.com
    31. 31. Local directories www.rutnet.co.uk
    32. 32. Industry-specific directories www.smoothhound.co.uk
    33. 33. Don’t forget Social Media Blogging Twitter
    34. 34. Thanks John Owens Associates Tel: 01522 822 302 email: [email_address]