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SEO and Web Analytics: Attracting visitors, measuring success Martin Taylor ,  Director, Digital Strategies Ltd Blog :  ht...
Two ways to  top  the search results   SEO  and  SEM (arketing) <ul><li>Two parts to today’s talk: </li></ul><ul><li>Part ...
Part 1 : Search Engine Optimisation Martin Taylor ,  Director, Digital Strategies Ltd Blog :  http:// activitypress.com/er...
It’s  not just about  search engines <ul><li>Most things that make sites work for  humans  make them work for  machines </...
A search  example  from an  SEO  point of view
 
 
 
What the web page looks like to a search engine … <head>   <title> Mighty Ape: Harry Potter &gt;  Buy Harry Potter Books ,...
What should I optimise? <ul><li>You  optimise  pages , not sites  </li></ul><ul><ul><li>(but there are site-wide things yo...
SEO starting point: Keywords  and  Key Phrases <ul><li>Brainstorm  keywords and key phrases </li></ul><ul><ul><li>What wor...
SEO Top 5: Tune Your  Website <ul><li>Use keywords in  Title  (<title> tag) </li></ul><ul><ul><li>Title shows on the top b...
But how do I  do  this stuff? <ul><li>Do the  keyword and key phrase  research </li></ul><ul><ul><li>Make sure your team k...
A  CMS  gives you  control  over the content, both  visible  and  invisible text —without the need for a web designer
SEO Top 5: Most important factors for  in-bound links <ul><li>Keyword-focused links  from external (in-bound) sites </li><...
SEO  checklist : Putting it together <ul><li>This page has a  unique  HTML  page title </li></ul><ul><li>The HTML  page ti...
Part 2 : Paid Search and Web Analytics Michael Carney ,  Strategic Planning Director, Media Counsel Author,  Trade Me Succ...
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Search Engine Optimisation (SEO) - The Basics Explained

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Explains the basics of Search Engine Optimisation (SEO) from the point of view of a non-technical user. Shows the highest payback things you can do to help improve your site's search rankings with Google, Yahoo, Bing. This is Part 1 of a two-part presentation. Part 2 (not included here) covers paid search (Google AdWords etc)

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Transcript of "Search Engine Optimisation (SEO) - The Basics Explained"

  1. 1. SEO and Web Analytics: Attracting visitors, measuring success Martin Taylor , Director, Digital Strategies Ltd Blog : http://activitypress.com/ereport Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz
  2. 2. Two ways to top the search results SEO and SEM (arketing) <ul><li>Two parts to today’s talk: </li></ul><ul><li>Part 1 : Organic Search </li></ul><ul><ul><li>Focus is on good content, good design and good reputation </li></ul></ul><ul><li>Part 2 : Paid Search and Web Analytics </li></ul><ul><ul><li>Focus will be on using paid (PPC) advertising and measuring results </li></ul></ul><ul><ul><li>Often encompassed in the broader term ‘ Search Engine Marketing ’ (SEM) </li></ul></ul>
  3. 3. Part 1 : Search Engine Optimisation Martin Taylor , Director, Digital Strategies Ltd Blog : http:// activitypress.com/ereport Web: http://digitalstrategies.co.nz
  4. 4. It’s not just about search engines <ul><li>Most things that make sites work for humans make them work for machines </li></ul><ul><li>Good, relevant content + Good site design = Good SEO </li></ul><ul><li>Good usability + Good accessibility = Good SEO </li></ul><ul><li>One difference : Search engines feed on HTML text , both visible and invisible </li></ul>
  5. 5. A search example from an SEO point of view
  6. 9. What the web page looks like to a search engine … <head> <title> Mighty Ape: Harry Potter &gt; Buy Harry Potter Books , Games, DVDs, Toys and Music </title> <meta name=&quot;description&quot; content=&quot;Mighty Ape is the best place to shop for Harry Potter ! Orders over $49.95 get FREE NZ delivery!&quot; /> <meta name=&quot;keywords&quot; content=&quot;games, game, dvds, dvd, music, books , book , computers, computer, electronics, toys, toy, movies, movie, tv, New Zealand , NZ , store, Harry Potter &quot; /> </head>
  7. 10. What should I optimise? <ul><li>You optimise pages , not sites </li></ul><ul><ul><li>(but there are site-wide things you can do) </li></ul></ul><ul><li>You can’t usually optimise every page so focus on specific pages : </li></ul><ul><ul><li>Most important </li></ul></ul><ul><ul><li>Most unique/competitive: ‘large share of small market’ </li></ul></ul><ul><ul><li>Landing pages with specific, relevant content </li></ul></ul><ul><li>Optimising takes time and is on-going so factor this into the cost (whether in time or money) </li></ul><ul><li>Not just Google </li></ul><ul><ul><li>Other search engines have different ranking opportunities but principles the same </li></ul></ul>
  8. 11. SEO starting point: Keywords and Key Phrases <ul><li>Brainstorm keywords and key phrases </li></ul><ul><ul><li>What words will my visitors use to search? </li></ul></ul><ul><ul><li>Incl similar and plural (“key phrase”, “key phrases” and “keyphrases”) </li></ul></ul><ul><li>Study successful competitors </li></ul><ul><ul><li>The good news: you can see all their secrets </li></ul></ul><ul><ul><li>eg seo-browser.com </li></ul></ul><ul><li>Use keyword tools </li></ul><ul><ul><li>eg Google Webmaster Tools (free) or freekeywords. wordtracker.com </li></ul></ul><ul><li>Balance popularity / competition / relevance </li></ul>
  9. 12. SEO Top 5: Tune Your Website <ul><li>Use keywords in Title (<title> tag) </li></ul><ul><ul><li>Title shows on the top bar of visitor’s browser </li></ul></ul><ul><li>Useful, unique and fresh content </li></ul><ul><ul><li>Keywords in first 50-100 words of HTML page </li></ul></ul><ul><li>Use keywords in Heading 1 (<h1> tag) </li></ul><ul><ul><li>Heading 2-6 (<h2> to <h6> tags) also useful </li></ul></ul><ul><li>Keyword use in page links </li></ul><ul><ul><li>both internal links and external (in-bound) links </li></ul></ul><ul><li>Site design: useful hierarchy , text-based links , breadcrumbs, sitemap (and XML Sitemap), keywords in domain name and directory structure </li></ul>Ranking based loosely on data from: http://www.seomoz.org/article/search-ranking-factors
  10. 13. But how do I do this stuff? <ul><li>Do the keyword and key phrase research </li></ul><ul><ul><li>Make sure your team know them </li></ul></ul><ul><li>Properly use your Content Management System (CMS) </li></ul><ul><ul><li>or make sure your next website has a CMS </li></ul></ul><ul><ul><li>Common CMS’s: WordPress, Joomla, Drupal </li></ul></ul><ul><li>If no CMS, mark-up for web designer </li></ul><ul><ul><li>both the visible and the invisible content (eg link keywords) </li></ul></ul>
  11. 14. A CMS gives you control over the content, both visible and invisible text —without the need for a web designer
  12. 15. SEO Top 5: Most important factors for in-bound links <ul><li>Keyword-focused links from external (in-bound) sites </li></ul><ul><li>External link popularity </li></ul><ul><ul><li>Eg alexa.com for data on links and site popularity </li></ul></ul><ul><li>Diversity of link sources linking to your site </li></ul><ul><ul><li>Links from many different root domains </li></ul></ul><ul><li>Trustworthiness of domains </li></ul><ul><li>Directories (also used to supply descriptions) </li></ul><ul><ul><li>especially human-edited , eg Open Directory Project </li></ul></ul><ul><ul><li>NB Paid links from link brokers can harm rankings </li></ul></ul>Ranking based loosely on data from: http://www.seomoz.org/article/search-ranking-factors
  13. 16. SEO checklist : Putting it together <ul><li>This page has a unique HTML page title </li></ul><ul><li>The HTML page title contains my target keywords </li></ul><ul><li>This page contains 200+ words of HTML text </li></ul><ul><li>HTML text on this page contains my exact target keywords </li></ul><ul><li>This page can be reached from the home page by following text links </li></ul><ul><li>The HTML links from other pages to this page contain my target keywords </li></ul>Source: www.yourseoplan.com
  14. 17. Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz [Please open the separate slide presentation.]
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