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Search Engine Optimisation


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How to improve your Google listings.

How to improve your Google listings.

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  • 1. WelcomeUnderstanding search engines Kate Doodson Cosmic
  • 2. Google history• 1996 – Thesis ‘BACKRUB’• 15 September 1997
  • 3. Google Products• Web search - is only one product• Image search• Ad words 96% of $37bn• Maps• Analytics• Blogger and Trends
  • 4. What is Google web search trying to do?Give its users results of websites that are…• Relevant• Content rich• Change often• Other people think are great
  • 5. ‘Exmouth restaurant’
  • 6. How does web search work?• Visits – snapshots your content• Cuts up and indexes it• Visits other sites – Tallies up links to your site• Creates a rank of your site – PageRank• Re-visits
  • 7. What happens when you search?• Finds all pages indexed for those words• Decides which ones are most – Relevant – Content rich – Change often – People think are great
  • 8. ‘Restaurant Exmouth’• Google, searches for those words in their library• Lists the sites – Highest page rank with most relevant content
  • 9. What does Google have for you? Let’s look at your cache •Type in your business name •Click > > Cache
  • 10. Links Other people think are great Updates Change often RelevantContent Content richKeywords
  • 11. Content & Keywords Content Keywords
  • 12. Keywords‘a phrase a potential customer would use when searching online for your products and services’ Or … What’s written on those shoe boxes…..
  • 13. Typical keywords• ‘Best places to eat in Sidmouth’• ‘Bed and Breakfast Honiton’• ‘Devon’• ‘Brown shoes’• ‘Logs for sale Devon’
  • 14. • Type into Google – a phrase where you want to appear• What appears first? Do you appear?• How many pages were searched?(Competition)
  • 15. Buying Theory• More detailed search (Narrower)• More likely to be at point of buying• Research• Refine• Purchase
  • 16. More people searching More competition Not very accurate• Digital Radio (2,490,000) broad• Roberts Radio (795,000)• Roberts Radio R250 Red(6,420) narrow Less people searching Less competition
  • 17. Broad keywords• Loads of visitors• Loads of competitors• Catching visitors early ‘hoping’ they’ll stay• Not always the right people• Very expensive
  • 18. Narrow keyword phrases • Not as many visitors • Not much competition • Likely to know exactly what they want • More likely to buy
  • 19. What are your keywords??What phrases do you want on your shoeboxesHow do you decide them?
  • 20. How do we decide our Keywords? • Brainstorm – seed keywords • Analytics – any ideas? • Look at competitor’s sites • Look at your statistics • Revise/add using tools • Select from list
  • 21. BrainstormAround 10 - 15 keyword phrasesBRAND– Business name,– What you offer, specific brands– Type of business – different variations Content Keywords
  • 22. GEOGRAPHIC– Location– and surrounding areas– What are you near?
  • 23. Ideas cont…NICHE– What niches do you serve?– Luxury, cheap, last minute, children/no children, pets– Specific offering – dog friendly, large groups– Recommendations/associations
  • 24. Worksheet• Type the keyword phrase into Google• Make a note of how many pages are searched (your competition)• Decide if they are broad or narrow
  • 25. Tools – – Click find…to go to next page• Let’s type in your domain name• Click ‘find keywords’ – Quantity of searches – Competition• OR type in just keywords• List any ideas!
  • 26. SKTool• Now try typing in a competitors domain name• Any other ideas appear?• List them
  • 27. Competitors listing• Now type in the phrases into Google• Note the number of competitors pages• Are there too many? Try narrowing the search
  • 28. Baseline check• Where are you now?• Use www.mikes-marketing-• Note where you currently appear
  • 29. Which ones to use?• Now look through your list• Highlight any that are good
  • 30. Where should they go?
  • 31. Keyword placementAssign your keywords to your pages – Not just your home page – Other pages• How do you then get them in there?1. In your Text..
  • 32. Ordering flowers online with us is fast, easy and secure. We use Googlecheckout for all payment processing so you can have piece of mind whenordering.We provide a free delivery service on all products to anywhere in mainland UK,for next day delivery please order by 2pm.Artificial/silk flowers can be used for all occasions from Weddings, Corporateevents, birthdays, Christmas or as a Thank you.Our funeral flowers have been thoughtfully designed and are available in a widerange of colours and shapes representing a feeling of love, peace and comfort atthis sad time.
  • 33. Bloomers Flowers onlineOrdering flowers online with us is fast, easy and secure. We use Googlecheckout for all payment processing so you can have piece of mind whenordering.Bloomers Flower deliveryWe provide a free flower delivery service on all products to anywhere inthe Honiton area including, Cullompton, Exeter, Tiverton and Bampton. Fornext day delivery please order by 2pm.Bloomers for Artificial / Silk flowersArtificial/silk flowers can be used for all occasions from Weddings,Corporate events, birthdays, Christmas or as a Thank you.Bloomers for Funeral flowersOur funeral flowers have been thoughtfully designed and are available in awide range of colours and shapes representing a feeling of love, peace andcomfort at this sad time.Bloomers is a local Mid Devon Florist that specialises in wedding and funeral flowers. Covering theareas of Cullompton, Honiton, Exeter, Tiverton and Bampton.
  • 34. 2. Product listings
  • 35. 3. Footers
  • 36. 4. In your navigation titles, and inline links
  • 37. In Line Text - Example
  • 38. 5. Image titles• Image titles• Alt tags – descriptive Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon wedding-venue-devon-car.jpg
  • 39. 6. As page titles, your meta tagsPAGE TITLE - Build my own website - selfbuild websites - Sites Plus (70 Characters)DESCRIPTION – Everything you need to create a professional self build website for your business, quickly and easily. And all for much less than youd think. (155 characters)ADDRESS -
  • 40. 7. Domain name• Useful to have keywords in your domain name – –
  • 41. Create more content• Content is KING• More pages = more spider food• How many pages do you have?
  • 42. How does Google see your site?
  • 43. Content planCan you add new pages? – History – Ten tips for ….. – Walks – Fuller room descriptions• Pdfs? – How to find us – Winning ways …
  • 44. Updates Updates Content Keywords
  • 45. Why?website website website websitewebsite Website Website Website Website New News! New event! New prices! New news!
  • 46. Creation of regular new content• Create a content plan – New developments – redecoration? – Promotions – Regional events and promotions – Weather forecast (?!) – Closest beaches/pubs and reviews
  • 47. Check your updatesCache check on Google
  • 48. • Screenshot Greenthinking archive
  • 49. Links LinksInternal links UpdatesExternal links Content Keywords
  • 50. External LinksYOUR SITE THEIR SITE Reciprocal link One-way linkYOUR SITE THEIR SITE
  • 51. PageRank1810
  • 52. Check your back linksCheck your back links•• a competitors too)
  • 53. Link campaign• Search for directories• Business networks• Suppliers• Niche directories• Social mediaInclude your keywords in the link
  • 54. Link Quality• Few good quality links are worth MUCH more than• Lots of bad quality links• Check their page rank
  • 55. Generating your own links….– Blogs– Review sites– On-line PR– Forums– Twitter– Networks
  • 56. Summary• Content and Keywords – Choose your keywords wisely – Place them in text, images, titles• Updates – Update site regularly – Create new content• Links – Get links FROM quality sites to your – Create opportunities through Social Media
  • 57. Any questions? Feedback ….
  • 58. What’s new?• I filmed a video back in May 2010 where I said that we didn’t use “social” as a signal, and at the time, we did not use that as a signal, but now, we’re taping this in December 2010, and we are using that as a signal. I filmed a video back in May 2010 where I said that we didn’t use “social” as a signal, and at the time, we did not use that as a signal, but now, we’re taping this in December 2010, and we are using that as a signal. MATT CUTTS GOOGLE
  • 59. Personalisation -Logged
  • 60. Logged out
  • 61. Social• Social Authority of the user – Followers/following/number of tweets• Use Tweet links and Facebook Fan pages links as a ‘signal’
  • 62. Social Media – Don’t get it? Making the shift from Selling to Helping people buy
  • 63. Blogs• Blogs help to build your reputation• As well as getting links to your site• Research local blogs – type in your area/interest and select ‘blog’ in google• Join in conversations• Offer to ‘guest blog’• Offer for them to visit and review
  • 64. Blog• Write your own – or
  • 65. • Write as often as you can• Think about your persona• Pick the right headlines – The secret of pickling onions – Top tips for pickling onions – Things you never knew about pickling onions
  • 66. Forums – Example Trip Advisor
  • 67. Google Alerts• Email updates of new content, yours and competitors• Track search terms – Add search term “in quotation marks” – Type – Comprehensive – How often – as it happens
  • 68. Google maps•> Put your business on Google Maps
  • 69. Questions?
  • 70. Facebook• Largest global network• Personal OR professional• Post news, status, events and photos• Invite and add friends• ‘Friends’ actions appear in your news feed
  • 71. Facebook for business• Create a group or ‘fan’ page• Get friends and customers to join• Offer incentives through FB…. First sales, special offers• Group – can email out to all• Fan page – have to be the owner
  • 72. Twitter• Customer service• Promotional• Promote yourself as an expert
  • 73. LinkedIn• Building professional networks• Collaboration
  • 74. Pick and mix• Blogs  Twitter• SlideShare  LinkedIn• LinkedIn profile  Facebook
  • 75. Tools• ions.php• guide-to-twitter/
  • 76. Internal linking• Telling Google what’s important
  • 77. Internal Linking• Navigation – Left hand navigation – first things read by a search engine spider – Include your keywords• Footers – Link to the key internal pages of your website• In line text links – Have a look at our bedrooms – Value of internal linking within text has increased in 2008
  • 78. Register• Google• MSN and Yahoo too• – Search first – Choose a category – Then register
  • 79. But what’s best?• Bed and Breakfast• B&B• Bed & Breakfast• Guesthouse
  • 80. Ambiguous words• ‘Radio’ – Radio station – Radio waves – Radio purchase• Bed and breakfast – Where? Glasgow, Singapore?
  • 81. Rank checker• http://www.beanstalk- dex.php
  • 82. There are two categories of people interested in keyword selection- more website traffic in general,- more ‘qualified’ traffic.- What is the use, if you have some 10,000 hits a day but the business conversion is just 0.1%? Wouldnt it be better to have only 1000 visitors