Search Engine Optimisation

Search Engine Optimisation E-Marketing Group Feb 08 More people finding us

Search Engine Optimisation
SEO is the process of optimising a website in a way that allows it to perform well in search engines, such as ranking extremely high for targeted keywords.
The primary goal of SEO is to increase the traffic for a website.
The secondary goal of SEO is to increase conversion rates (depends on goal of website and product/service offered).

Where does SEO help? Organic Search Content relevant to students Paid Search Marketing driven search

SEO Approaches
SEO – Search Engine Optimisation
The Process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.
SEO involves:
site coding (meta coding)
content optimisation
navigation (internal links)
link exchanging (external links) …and more

The two concepts of SEO:
On page SEO – content
Off page SEO - links

How do we get search engines to notice us?
On Site (content):
Descriptive domain names ( Where in the world are you?)
Is forwarding a domain useful for SEO?
Title tags
Meta tags (key word & description) & robot tags
Key word repetition, repetition, repetition
Landing pages
Microsites
Specific body content (Not everyone enters through the front door)
Correct usage of H1 and H2 formatting styles
Tagged pictures (Alt Tags)

How do we get search engines to notice us?
Off Site (links):
Wikepedia
Ezines
Blogs & Forums
Squidoo
Facebook
Education portals
Agent Sites
GCM site
Etc……
Here’s a good trick: type eg - link:www.meridianschool.com.au into google and see all back links.

What does a spider see?
Add Google tool bar and page rank to your browser.
Click on the cached snapshot of the page.
G o o g l e 's cache is the snapshot taken of the page as it was crawled by spiders eg googlebot on the web.
View text only

What is flash? Not the flash………

So why use flash?
Larger companies fighting for wow factor e.g. Streets Ice Cream: www.streets.com.au
No need to be search engine friendly e.g. Nike: http://www.nike.com.au
Puma’s Mongolian Shoe BBQ: https://www.puma.com/secure/mbbq/pindex.jsp?ip=AU
Relates to the companies ‘sale strategy’
Depends on target markets access to broadband hi speed internet.

How will we utilise SEO with the new sites
Content Management system capabilities to change title tags, meta tags (keyword & description), pictures and body content.
Own a few domains.
Have each domain optimised differently and constantly tweak using Google analytics results and keyword research.

So what is the secret Google algorithm?
This is what makes Google so powerful as a search engine finding relevant links for its users.
The Google algorithm is a tightly guarded secret (and insiders say constantly changing).
Basic’s:
Text matching (from your search terms)
Page rank

Can SEO be used in conjunction with SEM?
Yes, in fact it should.
SEM helps the websites rank higher.
SEM gives us information on what key words to optimise our website/landing pages towards.
SEM allows us to climb the ladder to rank higher due to more page visits (visitor volume)

Case Study
Lets look at an organic search for a US based educational institution called Phoenix University using www.google.com
Type onto G o o g l e the universities name as if we are searching specifically for this university.
See:
What websites come up first
Are there any negative websites?
What is the page rank of the home page (and other entry points)?
Is there any SEM?
What is the meta terms used for SEO? I.e. what content are the pages optimised for?
Competitor’s?

What does this all mean to our brand managers/coordinators?
Need for concurrent SEO & SEM investment in campaigns
When writing information for the web, focus each page on one key word.
Pictures are not read by web spiders.
Strong headings.
Why is it worth investing in SEO research? – Why have a great website if no one can find you.

Measuring Results
CTR – Click through rate
Impressions / Number of clicks
CPC – Cost per click (for SEM – Adwords & Banners etc)
Average position on search engines related to specific targeted key words.
Conversion Rate
ROI – Return on Investment

Thank You. Any Questions?

Search Engine Optimisation

by Paul Vesely

Accessibility

Upload Details

Usage Rights

Statistics