Search Engine Optimisation<br />101<br />
What’s on the Agenda?<br />A bit about me and e-CBD and this workshop<br />Why search engines are so important to business...
About me: Matt Granfield<br /><ul><li>Communications degree
Worked in Public Relations and Journalism
Joined e-CBD with Marilyn Strauss in 2001
Focussed on online marketing
Became Marketing Magazine’s ‘Online Marketing Guru’
Now I head e-CBD with Marilyn, and memery and write regular features for Marketing Mag</li></li></ul><li>About This Worksh...
If something isn’t clear just yell out and I’ll go over it again, but if you’ve just got a general question, save it for t...
Who has dabbled a little bit in SEO?
Who doesn’t really know much at all about SEO?
Who has used Google AdWords?</li></li></ul><li>Why search engines are so important to business<br />
Search Engines for Local Businesses<br /><ul><li>86% of people have used search engines to find local businesses
78% of consumers use the Internet more than they did two years ago
52% of consumers use telephone directories less than they did two years ago
78% of consumers research a product online before making a purchase using a search engine
73% of people prefer to find products and services using search engines than have an advertisement sent to them</li></ul>S...
Search Engines for Local Businesses<br /><ul><li>Websites in the first three results on Google get five times as many clic...
Google local search is predicted to take over the Yellow Pages.</li></li></ul><li>Search Engines for Local Businesses<br /...
SEO vs. SEM<br />
SEO vs. SEM<br />SEO is search engine optimisation: the process of improving the visibility of a web site or a web page in...
AdWords
 Yahoo Ads
 Bing</li></li></ul><li>SEO vs. SEM<br />
SEO Tips and Advice: Understanding what Google wants<br />
SEO tips and Advice: How do we know what works?<br />
SEO tips and Advice: How do we know what works?<br />Google tells us.<br />
SEO tips and Advice: How do we know what works?<br />Google tells us.<br />Everything you need to know is publicly availab...
SEO tips and Advice: What does Google want?<br /><ul><li> To be #1
To be trusted
To give people the most relevant results
The way to rank the highest in Google is to be the most relevant result</li></li></ul><li>SEO tips and Advice: How does Go...
SEO tips and Advice: How does Google figure out what sites are relevant?<br />It sends out spiders to crawl the web and ga...
SEO tips and Advice: What are the spiders looking for?<br />
SEO tips and Advice: What are the spiders looking for?<br /><ul><li> Words in the text on the page, especially:
Headings
Words at the top of the page
Words in the coding on the page, such as:
The page ‘title’
The page ‘META description’
The words in the image ‘ALT tags’</li></li></ul><li>SEO tips and Advice: Choosing Keywords<br />Google has a keyword tool....
SEO Tips and Advice: Putting it into Practice<br />
SEO tips and Advice: The Title Tag<br />What’s a title tag?<br />
SEO tips and Advice: The Title Tag<br />What’s a title tag?<br />
SEO tips and Advice: The Title Tag<br />What to do with it:<br /><ul><li> The title is what the page is all about. When so...
 The title should be unique for each page.
When Google tries to figure out what a page is about, it looks at the title first.
Make sure your keywords are in the page title.
Keywords don’t necessarily have to be next to each other to get picked up.
 Use shorthand (‘&’ instead of ‘and’)
Edit the title in your content management system (or ask your web designer to do it)</li></li></ul><li>SEO tips and Advice...
SEO tips and Advice: The Title Tag<br />Good<br />Gold Coast Lawyers - O'Keefe Mahoney Bennett<br />Bad<br />O'Keefe Mahon...
SEO tips and Advice: Put the Keywords on the Page<br /><ul><li> Use your keywords in a heading, in bold, high on the page,...
 Make it look natural. Your website copy is there as a marketing tool. The site has to read beautifully. It should make yo...
 Don’t worry too much about the ‘keyword density’, but 1-5% is about right, depending on the page.</li></li></ul><li>SEO t...
SEO tips and Advice: Use the META Description Tag<br />What is it?<br />
SEO tips and Advice: Use the META Description Tag<br />What is it?<br />
SEO tips and Advice: Use the META Description Tag<br /><ul><li> Accurately summarize the page’s content - Write a descript...
 Use unique descriptions for each page - Having a different description meta tag for each page helps both users and Google.
 Use 140 characters.
 Put your keywords in here, but don’t get too excited about it.</li></li></ul><li>SEO tips and Advice: Use the META Descri...
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Search Engine Optimisation 101

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A complete overview of search engine optimisation principles and practical advice for small businesses.

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Search Engine Optimisation 101

  1. 1. Search Engine Optimisation<br />101<br />
  2. 2. What’s on the Agenda?<br />A bit about me and e-CBD and this workshop<br />Why search engines are so important to business<br />SEO vs. SEM<br />SEO Tips and Advice<br />AdWords Tips and Advice<br />Further Reading<br />Question Time<br />
  3. 3. About me: Matt Granfield<br /><ul><li>Communications degree
  4. 4. Worked in Public Relations and Journalism
  5. 5. Joined e-CBD with Marilyn Strauss in 2001
  6. 6. Focussed on online marketing
  7. 7. Became Marketing Magazine’s ‘Online Marketing Guru’
  8. 8. Now I head e-CBD with Marilyn, and memery and write regular features for Marketing Mag</li></li></ul><li>About This Workshop<br /><ul><li>It’s not a lecture, it’s a workshop so if you have questions, write them down and we’ll go through them at the end.
  9. 9. If something isn’t clear just yell out and I’ll go over it again, but if you’ve just got a general question, save it for the end.</li></li></ul><li>How Much Do We Know?<br /><ul><li>Does anyone not have a website?
  10. 10. Who has dabbled a little bit in SEO?
  11. 11. Who doesn’t really know much at all about SEO?
  12. 12. Who has used Google AdWords?</li></li></ul><li>Why search engines are so important to business<br />
  13. 13.
  14. 14.
  15. 15. Search Engines for Local Businesses<br /><ul><li>86% of people have used search engines to find local businesses
  16. 16. 78% of consumers use the Internet more than they did two years ago
  17. 17. 52% of consumers use telephone directories less than they did two years ago
  18. 18. 78% of consumers research a product online before making a purchase using a search engine
  19. 19. 73% of people prefer to find products and services using search engines than have an advertisement sent to them</li></ul>Source: Nielsen ‘Why Search Matters to Local Business’<br />
  20. 20. Search Engines for Local Businesses<br /><ul><li>Websites in the first three results on Google get five times as many clicks as those outside the top three.
  21. 21. Google local search is predicted to take over the Yellow Pages.</li></li></ul><li>Search Engines for Local Businesses<br />Virtually all of our clients who rank in the first few results of Google get more than 50% of their business that way.<br />
  22. 22. SEO vs. SEM<br />
  23. 23. SEO vs. SEM<br />SEO is search engine optimisation: the process of improving the visibility of a web site or a web page in search engines via the ‘organic’ search results.<br />SEM is Search Engine Marketing, it’s an umbrella term including:<br /><ul><li> SEO
  24. 24. AdWords
  25. 25. Yahoo Ads
  26. 26. Bing</li></li></ul><li>SEO vs. SEM<br />
  27. 27. SEO Tips and Advice: Understanding what Google wants<br />
  28. 28. SEO tips and Advice: How do we know what works?<br />
  29. 29. SEO tips and Advice: How do we know what works?<br />Google tells us.<br />
  30. 30. SEO tips and Advice: How do we know what works?<br />Google tells us.<br />Everything you need to know is publicly available information from Google.<br />
  31. 31. SEO tips and Advice: What does Google want?<br /><ul><li> To be #1
  32. 32. To be trusted
  33. 33. To give people the most relevant results
  34. 34. The way to rank the highest in Google is to be the most relevant result</li></li></ul><li>SEO tips and Advice: How does Google figure out what sites are relevant?<br />
  35. 35. SEO tips and Advice: How does Google figure out what sites are relevant?<br />It sends out spiders to crawl the web and gather information about every page they find.<br />These spiders crawl the web from link to link. Each link counts as a ‘vote’ for a website. The more links a website has pointing to it, the more voting power it has.<br />As Google crawls the web, they read every page and store the text and images they find in a giant database.<br />
  36. 36. SEO tips and Advice: What are the spiders looking for?<br />
  37. 37. SEO tips and Advice: What are the spiders looking for?<br /><ul><li> Words in the text on the page, especially:
  38. 38. Headings
  39. 39. Words at the top of the page
  40. 40. Words in the coding on the page, such as:
  41. 41. The page ‘title’
  42. 42. The page ‘META description’
  43. 43. The words in the image ‘ALT tags’</li></li></ul><li>SEO tips and Advice: Choosing Keywords<br />Google has a keyword tool. Use it.<br />https://adwords.google.com/select/KeywordToolExternal<br />
  44. 44. SEO Tips and Advice: Putting it into Practice<br />
  45. 45. SEO tips and Advice: The Title Tag<br />What’s a title tag?<br />
  46. 46. SEO tips and Advice: The Title Tag<br />What’s a title tag?<br />
  47. 47. SEO tips and Advice: The Title Tag<br />What to do with it:<br /><ul><li> The title is what the page is all about. When someone adds a page to their ‘favourites’ list, the title should accurately describe the content of that individual page.
  48. 48. The title should be unique for each page.
  49. 49. When Google tries to figure out what a page is about, it looks at the title first.
  50. 50. Make sure your keywords are in the page title.
  51. 51. Keywords don’t necessarily have to be next to each other to get picked up.
  52. 52. Use shorthand (‘&’ instead of ‘and’)
  53. 53. Edit the title in your content management system (or ask your web designer to do it)</li></li></ul><li>SEO tips and Advice: The Title Tag<br />Good<br />e-CBD — A Gold Coast Web Design + SEO + Online Marketing Agency<br />Bad<br />e-CBD<br />
  54. 54. SEO tips and Advice: The Title Tag<br />Good<br />Gold Coast Lawyers - O'Keefe Mahoney Bennett<br />Bad<br />O'Keefe Mahoney Bennett<br />Bad<br />Gold Coast Lawyers, Gold Coast Solicitors, Gold Coast solicitor, gold Coast lawyer, lawyers, solicitors, lawyer<br />
  55. 55. SEO tips and Advice: Put the Keywords on the Page<br /><ul><li> Use your keywords in a heading, in bold, high on the page, in the middle of the page and at the end of the page.
  56. 56. Make it look natural. Your website copy is there as a marketing tool. The site has to read beautifully. It should make your high school English teacher proud.
  57. 57. Don’t worry too much about the ‘keyword density’, but 1-5% is about right, depending on the page.</li></li></ul><li>SEO tips and Advice: Put the Keywords on the Page<br />Good<br />Car Loans: http://www.aussiecarloans.com.au/<br />Bad<br />Search engine: http://www.google.com.au/<br />
  58. 58. SEO tips and Advice: Use the META Description Tag<br />What is it?<br />
  59. 59. SEO tips and Advice: Use the META Description Tag<br />What is it?<br />
  60. 60. SEO tips and Advice: Use the META Description Tag<br /><ul><li> Accurately summarize the page’s content - Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.
  61. 61. Use unique descriptions for each page - Having a different description meta tag for each page helps both users and Google.
  62. 62. Use 140 characters.
  63. 63. Put your keywords in here, but don’t get too excited about it.</li></li></ul><li>SEO tips and Advice: Use the META Description Tag<br />Good<br />e-CBD is a Gold Coast web design, SEO and online marketing agency. We've helped hundreds of big (and little) brands make the most of the web.<br />Bad<br />Robina Plumbers, Broadbeach Plumbers, Surfers Paradise Plumbing, Gold Coast Plumbing Services, Mermaid, 24 HR / 7 Day Emergency Plumbing Services<br />
  64. 64. SEO tips and Advice: Don’t worry about the META Keyword tag<br /><ul><li> Search engines ignore the META Keyword tag</li></li></ul><li>SEO tips and Advice: Use Friendly URLs<br /><ul><li> Use your keywords in the names of your pages.Eg. http://www.e-cbd.com/web-design-services.html
  65. 65. Separate them with hyphens
  66. 66. Having keywords in the domain name helps, but for a business, it’s not crucial. It’s far more important to have a memorable brand.
  67. 67. wotif.com ranks higher (and makes more money) than hotels.com.au and hotels.com</li></li></ul><li>SEO tips and Advice: Heading Tags<br /><ul><li> Heading tags are used to present structure on the page to users. There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>, the least important.
  68. 68. Read up on them and use them properly (and make sure your web designer does too) – Put your keywords in them!
  69. 69. http://www.aussiecarloans.com.au/ and http://www.goldcoastaustralia.com/ are great examples</li></li></ul><li>SEO tips and Advice: Image ‘Alt’ Tags<br /> When you insert an image into a website, most content management systems will ask you to specify a description for it.<br />
  70. 70. SEO tips and Advice: Image ‘Alt’ Tags<br />This description is what blind people see when they navigate a website using a talking browser.<br />
  71. 71. SEO tips and Advice: Image ‘Alt’ Tags<br />This text also shows up if the image won’t load for any reason.<br />It’s really important to describe the image accurately, but try and get your keywords in here as well, without going over the top.<br />
  72. 72. SEO tips and Advice: Make your site easy to navigate<br />Remember how we said that Google crawls the web from link to link? It finds pages on your site the same way. Make sure every page of your website is accessible from at least one text link.<br />A ‘sitemap’ is a great way to do this.<br />
  73. 73. SEO tips and Advice: Make your site easy to navigate<br />If you have no links, or a site made entirely from Flash, Google can’t read your content and probably won’t list you in their results.<br />
  74. 74. SEO tips and Advice: Create Interesting Content<br />Remember how we said that Google counts links to your website as a vote?<br />The best way of getting links is by having content people want to link to. Starting a blog with industry news, tips, or advice is a great way to do this. Make your website a resource for others to refer to<br />
  75. 75. SEO tips and Advice: Link to Other People<br />Google works by crawling around the web following links. They love links. If Google loves links, it’s a good idea to give them what they love. Think about other useful, relevant websites you could link off to from yours. Google will like you.<br />
  76. 76. SEO tips and Advice: Get Other Sites to Link to You<br />Getting other websites to link to you is the single most important thing you can do to get your site ranking well in Google.<br />
  77. 77. SEO tips and Advice: Get Other Sites to Link to You<br /><ul><li> Each link is a vote. The more ‘votes’ you get from other website, the higher you will rank.
  78. 78. The ‘votes’ have to be relevant though. A link from a site that isn’t about similar topics to yours won’t help you.
  79. 79. Links from powerful, trusted websites are worth more votes.
  80. 80. For example: Government websites, non-profit organisations, educational websites, popular newspapers, important bloggers and industry directories.</li></li></ul><li>SEO tips and Advice: Get Other Sites to Link to You<br /><ul><li> Google’s webmaster guidelines say you should: “Make sure all the sites that should know about your pages are aware your site is online.”
  81. 81. Submit your sites to directories
  82. 82. Contact bloggers and let them know about your site (they’ll want to know why your site is interesting enough to tell their readers about)
  83. 83. Swap links with your business partners, suppliers and clients
  84. 84. Ask your friends and family</li></li></ul><li>SEO tips and Advice: Get Other Sites to Link to You<br />Once you’ve tried all the obvious places and run out of cousins:<br /><ul><li> Search for the keywords you’re targeting and note the top 30 results. If appropriate and likely, email them and politely ask them for a link.
  85. 85. Search for the keywords you’re targeting and note the top 30 results. Go to http://siteexplorer.search.yahoo.com/ and check the ‘inlinks’ of each of them. See who comes up and if they’re appropriate, write to them nicely and offer to swap links.
  86. 86. Do a web search for ‘your industry’ and the word links – you’ll find lots of links pages. </li></li></ul><li>SEO tips and Advice: Get Other Sites to Link to You<br />When you get people to link to you, ask if they can use your keywords in the ‘anchor text’ – the text that is the link.<br />Do a search for ‘click here’ and you’ll see why this is important.<br />
  87. 87. SEO tips and Advice: Get Other Sites to Link to You<br />So how many links do you need to get?<br />
  88. 88. SEO tips and Advice: Get Other Sites to Link to You<br />Links required to rank #1-3 in Google<br />
  89. 89. SEO tips and Advice: Google Maps<br />
  90. 90. SEO tips and Advice: Google Maps<br /><ul><li> Update your Google Local profile with pictures
  91. 91. Get reviews
  92. 92. Link to your maps page from your website
  93. 93. Use the keywords on the maps page
  94. 94. Make sure you appear on other people’s custom Google Maps
  95. 95. Do a Google.com.au search for ‘Brisbane Cafe’ and you’ll see what works</li></li></ul><li>SEO tips and Advice: Google Webmaster Tools<br /><ul><li> This is where Google will communicate with you and give you advice.
  96. 96. Create an account and check it out.</li></li></ul><li>Google AdWords<br />
  97. 97. Google AdWords<br /><ul><li> Google has made it so that the ads which get the most clicks pay less money and appear at the top.
  98. 98. This is so big companies can’t out-bid everyone.
  99. 99. It’s nice, but it means that if your ads don’t perform well, you’ll end up paying more so always get professional advice, at least at the beginning, to help set up your campaign, or they’ll be tainted forever.
  100. 100. Include your phone number in your ad – then you don’t have to pay for the click.
  101. 101. Read all the other ads competing with you and stand out!</li></li></ul><li>Google AdWords<br /><ul><li> Create a call to action
  102. 102. Create a special offer
  103. 103. Setup conversion goals so you can track sales
  104. 104. Create dedicated landing pages with content targeted to people coming from Google – it’s almost always a bad idea to send people straight to your homepage
  105. 105. Make every word count, get rid of useless words
  106. 106. Refine your ads and test them over time.</li></li></ul><li>Google Analytics<br />
  107. 107. Further Reading<br />
  108. 108. Further Reading<br />Google SEO Start Guide<br />http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html <br />Google Webmaster Blog<br />http://googlewebmastercentral.blogspot.com/<br />Google Webmaster Guidelines<br />http://www.google.com/support/webmasters/bin/answer.py?answer=35769<br />Matt Cutts’ Bloghttp://www.mattcutts.com/blog/type/googleseo/<br />Webmaster World<br />http://www.webmasterworld.com/<br />
  109. 109. Audience Question Time<br />More Information?<br />1300 733 088<br />www.e-cbd.com<br />matt@e-cbd.com<br />
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