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Search Engine Optimization (SEO) - A basic explanation


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Search Engine Optimization (SEO) is considered as the foundation of all modern-day communications activity. This short presentation explains how it works and why it is important.

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Search Engine Optimization (SEO) - A basic explanation

  1. 1. A basic explanation of Search Engine Optimization<br />
  2. 2. Introduction<br />80% of all online sessions begin with a search<br />The majority of searches take place via Google<br />Google is seen as an independent information guide by users<br />“We trust search engine results”<br />
  3. 3. How it works<br />
  4. 4. The “searcher” journey<br />Results<br />Search enquiry<br />Choice made<br />1<br />2<br />3<br />Options<br />Final Destination<br />The “searcher’ has a need (information) and the search engine adds value to this process by narrowing down results, providing the most relevant and useful options it is aware of<br />
  5. 5. Classifying relevant and useful<br />Competition<br />Site DNA<br />‘On-page’ Keywords<br />Google classifies the relevancy of web content based on a number of criteria – Search Engine Optimization simply involves making single web pages ‘pass’ as many of these criteria as possible.<br />
  6. 6. An example <br />The best way to illustrate how SEO works is to take a close look at the search results you are given when you try different combinations on Google.<br />Let’s assume we’re looking for a PR and social media agency in London (remember to keep our three criteria areas in mind).<br />You might start your search with:<br />“PR and social media agency”<br />If you want to get more specific, you might try:<br />“Creative PR and social media agency in London” <br />(Results screen grab follows)<br />Competition<br />Site DNA<br />On-page<br />
  7. 7. Returned results <br />
  8. 8. How did we get there? <br />Competition<br />Site DNA<br />On-page<br />Conducted an audit to see where the opportunities were e.g. ‘Social media agency’ is very competitive, but adding a word like ‘creative’ makes the field much smaller.<br />Take it a step further by including a location. <br />Note: The best place to feature your desired keyword phrase is in the title of your site / blog.<br />The way each page is constructed is important too. Headings, subtitles, image references, and specific page URLs are all valued very highly by Google – this is where you want to feature your designated keywords.<br />Your site DNA is made up of how easy you make it for Google to ‘crawl’ your pages and how popular it is considered by other websites.<br />This is why having a blog is so important. The more relevant and useful content you produce, the more likely people will link to your content, pushing you up the rankings.<br />
  9. 9. Illustrated <br />Hover your mouse above the title tab of the page you are looking at – does it have a description? If it doesn’t. you are making it harder for Google to understand what your site is about.<br />
  10. 10. Illustrated <br />Is your blog content relevant, useful and popular?<br />If you can regularly provide information that ticks these boxes, Google will recognise you as an authority and rank you higher in search results.<br />
  11. 11. More information<br />
  12. 12. For further information: <br />You’ve just experienced a very basic summary of how SEO works.<br />If you’re like to know more, please contact:<br />Adam Vincenzini<br />M / +44 7932 082 124<br />E /<br />Twitter / @AdamVincenzini<br />