Search engine optimisation 2012

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Search engine optimisation 2012

  1. 1. Search Engine Optimisation Art or Science? 2012 Version Presented by Julian Hall
  2. 2. What is SEO? Improving a web pages results in the search engines Optimising a site to a search engines criteria SEO convinces search engine spiders to crawl your pages more frequently The act of altering a web site so that it does well in the organic, natural listings of search engines
  3. 3. The Power of PullPull Marketing – Visitors come to you!Consumers start the conversationGive them what they’re looking forRelevance
  4. 4. Why Bother?Highly Targeted Sales MediumMarkets While You SleepLong Term StrategyCost Effective
  5. 5. The Most Cost Effective Way To Obtain Leads £35.00 £30.00 £25.00 £11.50 £4.50 Source: Piper Jaffray
  6. 6. Who’s Doing It?
  7. 7. What About The Search Engines (SE’s)? 80% 15% 5%
  8. 8. HOW DO THE SEARCH ENGINES WORK? Search Engine Relationship - 2000
  9. 9. HOW DO THE SEARCH ENGINES WORK? Search Engine Relationship - 2003
  10. 10. HOW DO THE SEARCH ENGINES WORK? Search Engine Relationship - 2006
  11. 11. HOW DO THE SEARCH ENGINES WORK? Search Engine Relationship - 2009
  12. 12. HOW DO THE SEARCH ENGINES WORK? Search Engine Relationship - 2012
  13. 13. How To Implement SEOKeyword ResearchOn Page OptimisationOff Page Optimisation
  14. 14. Keyword Research 1 2
  15. 15. On Page OptimisationHeading Tags, Image Tags, Meta-TagsKeyword Density & ProximityCopy Length & OriginalitySite MapsCompliancySite Structure
  16. 16. Off Page OptimisationLINKSX Reciprocal LinksOne way linksOutgoing links
  17. 17. SEO Bad Guys aka Black Hat• Hidden Text• Keyword Stuffing – Copy – Alt tags• Submissions• Splash pages• Flash• Link Farms• Buying Links• Link Velocity
  18. 18. SEO’s Good Guys aka White HatBlogsArticlesNewsVideoGoogle Sitemaps
  19. 19. Future of SEORelevance Add ValueAlgorithms & Fashion Don’t FollowGuidelines Stay Close
  20. 20. Summary…Not Doing It? – Your Missing Out BIGGet Rich Quick?Not in Control of AlgorithmsNo GuaranteesPart of Marketing MixFollow SE’s AdviceGolden Fleece - FREE Traffic!

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