1. WelcomeUnderstanding search engines Kate Doodson Cosmic
2. Google history• 1996 – Thesis ‘BACKRUB’• google.com 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-visitshttp://www.youtube.com/watch?v=BNHR6IQJGZ
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 – http://www.google.com/sktool/ – 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- tools.com• 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 - www.sitesplus.co.uk/about.php
40. 7. Domain name• Useful to have keywords in your domain name – www.snowdropguesthouse.co.uk – www.hatherleighweddingvenue.co.uk
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?site:www.yourdomainname.co.uk
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 Googlehttp://www.archive.org/web/web.php
50. External LinksYOUR SITE THEIR SITE Reciprocal link One-way linkYOUR SITE THEIR SITE
51. PageRank1810 www.prchecker.info
52. Check your back linksCheck your back links• Links:www.yourdomainname.co.ukOr• www.backlinkwatch.com(Try a competitors too)
53. Link campaign• Search for directories www.jayde.com• 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 ….http://bit.ly/COSMICFB
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 – www.wordpress.com or www.blogger.com
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• http://maps.google.com/> Put your business on Google Maps
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
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• www.dmoz.org – 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?
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