Search Engine Optimisation - SEO


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SEO for beginners, for an audience who uses a content management system to update their keywords

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Search Engine Optimisation - SEO

  1. 1. SEO Search Engine Optimisation <ul><ul><li>Reuben Jackson </li></ul></ul><ul><ul><li>Web Widgets Ltd </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  2. 2. Google Finds Pages Containing Keywords
  3. 3. Different Keywords = Different Results
  4. 4. Picking The Right Keywords <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (Seasonality and Regionality) </li></ul><ul><li> (Seasonality and Regionality, and Rising Searches) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Google suggest (that dropdown when you search) </li></ul><ul><li>Google Wonder Wheel </li></ul><ul><li>Yahoo assist (that dropdown when you search) </li></ul>
  5. 5. Google Wonder Wheel
  6. 6. Google Keyword Tool
  7. 7. Where to put the keywords <ul><li>Link text (on external page, e.g. home page) </li></ul><ul><li>Filename / URL </li></ul><ul><li>Meta Page Title </li></ul><ul><li>First Paragraph </li></ul>
  8. 8. Where to Put the Keywords <ul><li>First Paragraph </li></ul><ul><li>Meta Page Title (Browser Tab Title) </li></ul><ul><li>Filename / URL </li></ul><ul><li>Link text (on external page) </li></ul><ul><li>Plus generally in content </li></ul><ul><li>In Website Builder CMS: </li></ul><ul><ul><li>Page RENAME </li></ul></ul><ul><ul><li>Search Engine Optimisation Tab </li></ul></ul>
  9. 9. Where in the CMS? Google Search Result Title URL Filename
  10. 10. Where else in the CMS <ul><li>Page Edit or Intro (For primary content) </li></ul><ul><li>Search Engines Pages Meta Tags </li></ul><ul><li>Search Engines Categories Meta Tags </li></ul><ul><li>Pages Rename </li></ul><ul><li>Category Edit </li></ul><ul><li>Image Titles on Gallery </li></ul><ul><li>Product Titles </li></ul><ul><li>Image right click edit image description </li></ul><ul><li>Alt text when inserting image </li></ul>
  11. 11. Controlling your Search Results
  12. 12. One Page Per Key Phrase Not all searches go to a home page! But to a “Landing Page”
  13. 13. Targeting a keyphrase to one page
  14. 14. Landing Page - “Free Website Templates”
  15. 15. Gluing it together with link text
  16. 16. Linking and Page Rank Links = Referrals, Endorsement, Trust & Authority
  17. 17. Measurement of Success
  18. 18. Getting Links <ul><li>Blogs, Forums, Blog Comments </li></ul><ul><li>Twitter, Facebook, Social Media (NoFollow) </li></ul><ul><li>Friends in your region - Reciprocal </li></ul><ul><li>Friends in your industry - Reciprocal </li></ul><ul><li>Suppliers and Retailers </li></ul><ul><li>Testimonials </li></ul><ul><li>Encourage People to Link </li></ul><ul><li>Directories </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  19. 19. Getting to the top Source: SEO From Soup To Nuts - Eric Enge
  20. 20. Getting to the Top <ul><li>Different Phrase, Different Position </li></ul><ul><li>Position and relevance of keywords within the page content. </li></ul><ul><li>Who links/refers to your page </li></ul><ul><li>How important that referrer is </li></ul><ul><li>The Link Text </li></ul><ul><li>How many people look at your page </li></ul><ul><li>Past/future life of your domain </li></ul><ul><li>Where you are hosted, and how fast your website loads? </li></ul>
  21. 21. Statistics
  22. 22. Via AOL Search Data 2007 Stats; Rand Fishkin SEOmoz CEO
  23. 23. Long Tail Easier To Be # 1 Just less traffic on each
  24. 24. Common Pitfalls <ul><li>Rewording Keyphrases </li></ul><ul><li>Spaming / Hiding / Tricks </li></ul><ul><li>Doing Nothing </li></ul><ul><li>Focusing on Content Changes </li></ul><ul><li>Meta Keywords </li></ul>
  25. 25. Questions?
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