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Search Engine Optimisation for Business - Threesides Marketing


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Search Engine Optimisation is an important tool in the online marketing tool kit for any business. Understanding how Google works and how to create, publish and structure your content and presence …

Search Engine Optimisation is an important tool in the online marketing tool kit for any business. Understanding how Google works and how to create, publish and structure your content and presence online can make the difference between a successful business and one that fails.

This Presentation aims to share some simple SEO tips that we have learnt at Threesides marketing that we use with our clients on a weekly basis. The presentation was originally made to 23 business owners as part of the ACT Digital Enterprise Training Workshop Series in canberra at the Canberra Business Council. It was presented by Todd Wright.

What's the most important less from this presentation - It's that "good SEO is actually the outcome of a series of marketing activities that are designed to find and keep customers online".

Set your objectives, resource your activities and start today.

Enjoy - Todd.

Published in: Education, Technology, Business

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  • 1. Search Engine Optimisation
  • 2. About this presentationThis presentation was originally presented as aface to face 2hour training workshop as part of theACT Digital Enterprise Training workshop series. The session was presented by Todd Wright from Threesides marketing in Canberra.
  • 3.
  • 4. Your Name, your business andwhen was the last time you used a search engine (Hours ago, Days, Weeks?)
  • 5. Overview1. What is SEO2. Why it matters to business3. How search engines work4. How to optimise your site and content5. Measure and evaluate6. Things to avoid7. Useful tools to help you DIY8. Keep learning about SEO
  • 6. #1 What is SEO
  • 7. SEO = Search Engine Optimisation (or) Search engine opinion.There is no ‘one right answer’ to search – just acollection of tested, qualified and some timescompletely wrong opinions. Listen, learn and testthese ideas for yourself.
  • 8. #2 Why itmatters to your business
  • 9. Consider the internet as amassive ocean
  • 10. Without visibility in search enginesyou may never be found
  • 11. It’s time to get aboard the right ship withqualified customers, heading to your island,cashed up ready to spend!
  • 12. Get FoundGet ClickedGet Business
  • 13. #3 How Search Engines work(or how google works anyway)
  • 14.
  • 15. Types of Searchers1. Transactional Searches Identifying a local business, making a purchase online and completing a task.1. Navigational Searches Visiting a pre-determined destination and sourcing the “correct” website URL.1. Informational Searches Researching non-transactional information, getting quick answers and ego-searching.
  • 16. 4. How to optimise yoursite and content
  • 17. What is an Awesome site for search?1.Easy to use, navigate, andunderstand2.Provide direct, actionableinformation relevant to the searchquery3.Professionally designed andaccessible to modern browsers4.Deliver high quality, legitimate,credible content
  • 18. 1. Fresh, Keyword optimised contenta) Find your keywordsb) Research competitionc) Interrogate your analyticsd) Use tools to discover new onese) Use them in your content, titles, tagsf) Acknowledge the long tail
  • 19. Google keyword tool
  • 20.
  • 21. Keyword long tail
  • 22. 2. Page Setupa) HTML Head Tags – meta tagsb) URL – Length, keywords, hypensc) Body Tags - Keyword Repetitions, proximityd) Alt Tags – image descriptions, Filenames
  • 23. URL StructurePOOR >>
  • 24. YOUR SITE
  • 25. 3. Links + Quality backlinksa) Internal Links - Click-Depthb) Outbound linksc) Inbound links with high Page Rank value
  • 26. For search engines that crawl the web, links are the streets between pages. Using sophisticated link analysis, the engines can discover how pages are related to each other and in what ways. -
  • 27. •
  • 28. Make some link Love (LINK IDEAS)1. Get your customers to link to you.2. Build a company blog. Make it a valuable, informative and entertaining resource.3. Create content that inspires viral sharing and natural linking4. Be newsworthy.5. Find directories or listings of relevant
  • 29. 4. Site Structurea) Indexable / searchable contentb) Menu structurec) Page Structured) Site map = xml site mape) Robots.txtf) Content management system
  • 30. 5. Off Pagea) Directory listingsb) Forums (with rel=dofollow)c) Social mediad) Media articles
  • 31. #5 Measureand Evaluate
  • 32. • Direct Navigation: Typed in traffic, bookmarks, email links without tracking codes, etc.• Referral Traffic: From links across the web or in trackable email, promotion & branding campaign links• Search Traffic: Queries that sent traffic from any major or minor web search engine• Track your Rankings
  • 33. #6 Things to Avoid
  • 34. Things to avoid1. “Overdoing” SEO2. Keyword stuffing3. Trying to cheat the engines4. Offshore ‘cheap’ SEO services5. Set and forget6. Too much research and not enough action
  • 35. #7 Useful tools
  • 36.
  • 37. What’s in our SEO tool kit1. Google Search engine2. Google keyword tool3. Google analytics4. Google webmaster tools5. SEO MOZ6. Moz Bar
  • 38. SEOMOZ
  • 39. #8 KeepLearning
  • 40. Free resources
  • 41. SEO recap – TO DO LIST1. Set your objectives2. Review your site3. Update site technical bits4. Improve on page content5. Create off site value + links6. Measure and Evaluate7. Keep going
  • 42. Stay in