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4. Search Engine Optimisation
 

4. Search Engine Optimisation

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This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & Pay Per Click advertising. You will find out what they are and how they can compliment each other. ...

This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & Pay Per Click advertising. You will find out what they are and how they can compliment each other. With companies increasing using both methods to target and reach customers getting the right mix has never been more important.

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    4. Search Engine Optimisation 4. Search Engine Optimisation Presentation Transcript

    • SEO Principles By Simon Wharton Managing Director
    • Who are we? PushON is an Online Marketing agency dedicated to  promoting and improving the website visibility of NW  companies by enabling the people who are looking for the  types of products and services you provide, to find your  website quickly and easily. 
    • Our Credentials: • Established in 2005 • Team of 7 industry‐proven professionals with over 39 years of technical and    marketing experience in Online Marketing • Council member for Manchester Digital (Trade body for North West ICT and new media sectors) • Approved consultant to the MDDA for Online Marketing  • Member of the Chartered Institute of Marketing (CIM) • Google Adwords professionally qualified • Demonstrable track record of success • Holder of Professional Indemnity Insurance
    • Our core competencies and services: • Organic search marketing − Search Engine Optimisation (SEO) − Search Engine Marketing (SEM) − Social Media Optimisation (SMO) • Blog marketing • Online PR (e‐pr) • Viral marketing • Pay per click (PPC) • Website Analysis • Consultancy • Outsourced online marketing department/manager
    • What are Search Engines? An ever growing catalogue of all the websites and pages they  can find on the internet The main search engines in the UK are: •Google: www.google.co.uk •Live (MSN/Microsoft): www.live.co.uk •Ask: uk.ask.com •Yahoo: uk.search.yahoo.com
    • How do Search Engines work? In simple terms, they match a word or phrase submitted as a  search term against their log of uses of that word or phrase  on websites that they know about. •For simple words or phrases, there may be several million  results •Search Engines use many criteria to rank those results for  relevance to your search term
    • Google search for Free ISP PPC Results: Organic Results:
    • Why is Organic Search Important? •6 to 8 times greater propensity to click •Persistence of results •Better ROI over time •Natural development of long tail/niche terms
    • SERP Results Eye Scanning Research
    • UK Executed Searches: Sourced from Hitwise http://www.hitwise.co.uk/datacenter/searchengineanalysis. php
    • Why do Search Engines Rank Sites? Relevance!
    • How do Search Engines choose to Rank a Site? Meta Data •Title •Keywords •Description Use of text on page  Frequency of updates Quality of website code (indirectly) Age of domain Links to page/site •Volume •Quality Many, many other criteria
    • Keyword Research: Seed List •What keywords would you use to find a product or service  like yours? •What keywords would your Grandmother use to find a  product or service like yours? •What keywords do your known competitors obviously use? •What keywords do your actual online competitors use?
    • Free Online Keyword Tools: http://tools.seobook.com/general/keyword/ https://adwords.google.com/select/KeywordToolExternal http://www.ranks.nl/
    • Mapping Keywords •Map Keywords to each page •Have 1 or 2 primary keyphrases with 1 or 2 related  secondary terms •For the Free ISP example: •Primary: free ISP •Secondary: free ISP UK •Tertiary: free ISP provider
    • Where to Use Keywords? •URL •Page title •Meta data •Headings •Menu •In text •Alt text
    • Use of Keywords in Meta Data Meta Description: •Use the primary and secondary keyphrases in a  sensible sentence aimed at humans. •Length about 160 Characters •It is a call to action.  •Some value in ranking
    • Use of Keywords in Meta Data Meta Keywords: •Little value in search due to keyword stuffing  historically •Adds some context •About 8 – 10 unique per page
    • Headings Headings H1                   >
    • Use of Key Phrases in Text Write good descriptive content in sensible chunks Try and sensibly repeat use of your key phrase in the body  text  Limit of usage on a page should be 5% (opinions vary!) Bold Italics •Bulleted lists
    • Use of Key Phrase in Alt Text Alt Text is an alternative to images Important for the visually impaired Generally appropriate to use a primary or secondary key  phrase
    • Internal Linking Websites aren’t read like books Sensible linking using good anchor text helps: •Develop themes •Guide the Human •Add emphasis on the keyphrase on the linked to page
    • Questions and discussion
    • Simon Wharton t: 0870 757 488 m: 07900 224 764 e: simon@pushon.co.uk