Search Engine Optimisation
by
Louise Towler
On the internet…
• Customers can see what your products or services look
like – and may even be able to make that buying
d...
What is SEO
• Search Engine Optimization (SEO) is the art
and science of raising web site visibility in
search engines and...
Search Engines
• Google, Yahoo, Bing
• Google dominates the search engine
landscape (86.3% share - 2009)
• 82.9% of all bu...
Search Engines
Search Engines
Call to action
Search Engines
Process
• Keyword research - narrow by subject and geography - find a niche
• Buy domain - include primary key phrase, no ...
Use Google Keywords Tool
Optimise each page
• 1-3 keyword phrases (max 4)
• Page name (clean url)
• <title>Page title</title>
• <h1>Main Heading</h...
Check the code
• NO errors or warnings in W3C validator
Submit a sitemap
• sitemap.xml / robots.txt
Google Places
Links and reviews
• Yell.com
• Freeindex.co.uk
• Scoot.co.uk
• Local listing websites and directories
• Social media
Review Google Analytics
Search engines are not your customers
People buy from people
1. Conversion
2. Google
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Website SEO

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Website SEO

  1. 1. Search Engine Optimisation by Louise Towler
  2. 2. On the internet… • Customers can see what your products or services look like – and may even be able to make that buying decision immediately • Customers and suppliers can get a feel for your business and understand your service • You can easily make contact directly with your customers • You can easily listen to feedback about your company from customers and the wider world • You can promote and shout out your messages and be heard over your competitors
  3. 3. What is SEO • Search Engine Optimization (SEO) is the art and science of raising web site visibility in search engines and directories to increase targeted leads. • SEO improves natural or “organic” listings in the Search Engine Results Pages • PPC optimization improves paid listings.
  4. 4. Search Engines • Google, Yahoo, Bing • Google dominates the search engine landscape (86.3% share - 2009) • 82.9% of all business users prefer Google, 86.9% for higher income • Conclusion: Optimize for Google
  5. 5. Search Engines
  6. 6. Search Engines
  7. 7. Call to action
  8. 8. Search Engines
  9. 9. Process • Keyword research - narrow by subject and geography - find a niche • Buy domain - include primary key phrase, no underscores, can use hyphens (i.e. nonfaultcaraccidents.co.uk) • Rename your business as your top key phrase • Develop SEO-friendly website – Content – Info / downloads – Include key phrases into the design • Get indexed • Add more content • Get links, links, and more links (PR)
  10. 10. Use Google Keywords Tool
  11. 11. Optimise each page • 1-3 keyword phrases (max 4) • Page name (clean url) • <title>Page title</title> • <h1>Main Heading</h1> • <p>First sentence and paragraph</p> • <h2>Sub Headings</h2> • <meta>Description</>
  12. 12. Check the code • NO errors or warnings in W3C validator
  13. 13. Submit a sitemap • sitemap.xml / robots.txt
  14. 14. Google Places
  15. 15. Links and reviews • Yell.com • Freeindex.co.uk • Scoot.co.uk • Local listing websites and directories • Social media
  16. 16. Review Google Analytics
  17. 17. Search engines are not your customers People buy from people 1. Conversion 2. Google

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