SEO – The Essentials
It has very little to do with links!
Craig Murray
Halma PR Services
Halma Marketing Event - 19 June 2...
I have very few links…
Halma Marketing Event - 19 June 2013 2
1. Choose your Keywords
Q. What phrases do you want to rank for?
A. The ones potential customers are using.
Halma Marketin...
Who is this?
Halma Marketing Event - 19 June 2013 4
What is this?
Halma Marketing Event - 19 June 2013 5
What are these?
Halma Marketing Event - 19 June 2013 6
Competing phrases
Halma Marketing Event - 19 June 2013 7
Keyword Tool
https://adwords.google.com/o/KeywordTool
Halma Marketing Event - 19 June 2013 8
Aim for:
• Relevant to your business
• Popular search terms
• Low competition (although this is less important)
Halma Mark...
Google Analytics
www.google.com/analytics/
Halma Marketing Event - 19 June 2013 10
Google Webmaster Tools
www.google.com/webmasters/tools/
Halma Marketing Event - 19 June 2013 11
Other resources
Autocomplete Related searches
Halma Marketing Event - 19 June 2013 12
2. Use Keywords properly
1. Use them
2. Don’t overuse them
Halma Marketing Event - 19 June 2013 13
You must actually use your keywords…
Halma Marketing Event - 19 June 2013 14
Very simple rule…
Specific term generic term
e.g.
Vantage Plus LED indirect
ophthalmoscope
Halma Marketing Event - 19 June...
Where to use them?
• Meta data
– Title
– Description
• URL
• On page
– Headings
– Body text
– Anchor text (the text of a l...
Do not overuse keywords
We sell custom cigar humidors. Our custom cigar humidors
are handmade. If you’re thinking of buyin...
3. Ensure your website is optimised
1. Search engines want to return quality sites
2. It must be crawlable
3. Code should ...
Check your site is being indexed
Search for site:www.example.com
Halma Marketing Event - 19 June 2013 19
Check your site is easy to navigate
• Simple navigation – text preferable
• Breadcrumbs
Halma Marketing Event - 19 June 20...
Use a robots.txt file to stop irrelevant directories
being indexed
Halma Marketing Event - 19 June 2013 21
User-agent: *
D...
Enforce either…
www.example.com or example.com
Halma Marketing Event - 19 June 2013 22
Check your meta data (in head section)
Halma Marketing Event - 19 June 2013 23
<head>
<title>…</title>
<meta name=“descrip...
1. Title tag is THE MOST IMPORTANT thing to optimise
Halma Marketing Event - 19 June 2013 24
You see hundreds of them every day.
Search engines rate the title tag very highly
Halma Marketing Event - 19 June 2013 25
Title tag checklist
• Different for every page
• Between 50 – 70 characters
• Contains keywords for that page at the start...
If you take only one thing away…
OPTIMISE
YOUR
TITLE
TAGS
Halma Marketing Event - 19 June 2013 27
2. Description meta tag
Halma Marketing Event - 19 June 2013 28
<head>
<title>…</title>
<meta name=“description” content=“...
Description tag checklist
• Different for every page
• About 150 characters
• Contains more keywords for that page
• Call ...
If you don’t have a description…
Halma Marketing Event - 19 June 2013 30
3. Keywords meta tag
Halma Marketing Event - 19 June 2013 31
<head>
<title>…</title>
<meta name=“description” content=“…” ...
Keywords tag checklist
• Google ignores it
• May be useful for Bing and Baidu
• List keywords for that page
• Don’t spam i...
Check your URLs
• Use keywords, not /index.php?page=154
• Use dashes as separators
• Should be similar to page title
• Don...
Check your body content
Use semantic HTML
Halma Marketing Event - 19 June 2013 34
Headings: almost as important as Title for SEO
• Use keywords
• Main page heading
should be in <h1> tags
• Only one <h1> h...
Second thing to take away…
OPTIMISE
YOUR
MAIN
HEADINGS
Halma Marketing Event - 19 June 2013 36
Body text
• Do not stuff with keywords. Must read well.
• Use <p> tags for paragraphs
• Use <em> tags for italics
• Use <s...
Anchor text (the text of links on the page)
• Do not use “Click here”
• Be descriptive
• Use keywords
More about trapped k...
Images
• Memory size must be as small as possible
• Use the alt attribute
• Be descriptive
• Use keywords
• Don’t spam – m...
4. Create QUALITY content
1. The search engines want to provide users
with high quality results
2. People will link to it ...
How do the search engines determine quality?
• Was based primarily on links
• Now based on over 200 factors
Halma Marketin...
Content should be well written
• Good grammar and spelling
• Make it readable
– Short sentences
– Short paragraphs
– Use h...
Be interesting / answer questions
Halma Marketing Event - 19 June 2013 43
Provide useful information / tutorials / services
Halma Marketing Event - 19 June 2013 44
People love lists
Halma Marketing Event - 19 June 2013 45
Images and videos rank highly in Google
Halma Marketing Event - 19 June 2013 46
In summary
• Use the keywords your
potential customers use
• Use them correctly. Don’t
overuse.
• Title tag and main <h1>
...
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Seo - The Essentials

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The essentials of SEO in a clear, straightforward, no-nonsense way.

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Seo - The Essentials

  1. 1. SEO – The Essentials It has very little to do with links! Craig Murray Halma PR Services Halma Marketing Event - 19 June 2013 1
  2. 2. I have very few links… Halma Marketing Event - 19 June 2013 2
  3. 3. 1. Choose your Keywords Q. What phrases do you want to rank for? A. The ones potential customers are using. Halma Marketing Event - 19 June 2013 3
  4. 4. Who is this? Halma Marketing Event - 19 June 2013 4
  5. 5. What is this? Halma Marketing Event - 19 June 2013 5
  6. 6. What are these? Halma Marketing Event - 19 June 2013 6
  7. 7. Competing phrases Halma Marketing Event - 19 June 2013 7
  8. 8. Keyword Tool https://adwords.google.com/o/KeywordTool Halma Marketing Event - 19 June 2013 8
  9. 9. Aim for: • Relevant to your business • Popular search terms • Low competition (although this is less important) Halma Marketing Event - 19 June 2013 9
  10. 10. Google Analytics www.google.com/analytics/ Halma Marketing Event - 19 June 2013 10
  11. 11. Google Webmaster Tools www.google.com/webmasters/tools/ Halma Marketing Event - 19 June 2013 11
  12. 12. Other resources Autocomplete Related searches Halma Marketing Event - 19 June 2013 12
  13. 13. 2. Use Keywords properly 1. Use them 2. Don’t overuse them Halma Marketing Event - 19 June 2013 13
  14. 14. You must actually use your keywords… Halma Marketing Event - 19 June 2013 14
  15. 15. Very simple rule… Specific term generic term e.g. Vantage Plus LED indirect ophthalmoscope Halma Marketing Event - 19 June 2013 15
  16. 16. Where to use them? • Meta data – Title – Description • URL • On page – Headings – Body text – Anchor text (the text of a link) – Image ‘alt’ attribute Halma Marketing Event - 19 June 2013 16
  17. 17. Do not overuse keywords We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com. Halma Marketing Event - 19 June 2013 17
  18. 18. 3. Ensure your website is optimised 1. Search engines want to return quality sites 2. It must be crawlable 3. Code should be used properly (semantic HTML) 4. You will be 80% of the way to having a quality site Halma Marketing Event - 19 June 2013 18
  19. 19. Check your site is being indexed Search for site:www.example.com Halma Marketing Event - 19 June 2013 19
  20. 20. Check your site is easy to navigate • Simple navigation – text preferable • Breadcrumbs Halma Marketing Event - 19 June 2013 20
  21. 21. Use a robots.txt file to stop irrelevant directories being indexed Halma Marketing Event - 19 June 2013 21 User-agent: * Disallow: /admin/ Disallow: /images/
  22. 22. Enforce either… www.example.com or example.com Halma Marketing Event - 19 June 2013 22
  23. 23. Check your meta data (in head section) Halma Marketing Event - 19 June 2013 23 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
  24. 24. 1. Title tag is THE MOST IMPORTANT thing to optimise Halma Marketing Event - 19 June 2013 24
  25. 25. You see hundreds of them every day. Search engines rate the title tag very highly Halma Marketing Event - 19 June 2013 25
  26. 26. Title tag checklist • Different for every page • Between 50 – 70 characters • Contains keywords for that page at the start • Put company name at the end Halma Marketing Event - 19 June 2013 26
  27. 27. If you take only one thing away… OPTIMISE YOUR TITLE TAGS Halma Marketing Event - 19 June 2013 27
  28. 28. 2. Description meta tag Halma Marketing Event - 19 June 2013 28 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
  29. 29. Description tag checklist • Different for every page • About 150 characters • Contains more keywords for that page • Call to action/advert Halma Marketing Event - 19 June 2013 29
  30. 30. If you don’t have a description… Halma Marketing Event - 19 June 2013 30
  31. 31. 3. Keywords meta tag Halma Marketing Event - 19 June 2013 31 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
  32. 32. Keywords tag checklist • Google ignores it • May be useful for Bing and Baidu • List keywords for that page • Don’t spam it with hundreds of keywords Halma Marketing Event - 19 June 2013 32
  33. 33. Check your URLs • Use keywords, not /index.php?page=154 • Use dashes as separators • Should be similar to page title • Don’t spam with keywords www.alicat.com/products/gas-flow/mass-flow-meters/ Halma Marketing Event - 19 June 2013 33
  34. 34. Check your body content Use semantic HTML Halma Marketing Event - 19 June 2013 34
  35. 35. Headings: almost as important as Title for SEO • Use keywords • Main page heading should be in <h1> tags • Only one <h1> heading – do not use for logo • Use <h2> tags for sub-headings Halma Marketing Event - 19 June 2013 35
  36. 36. Second thing to take away… OPTIMISE YOUR MAIN HEADINGS Halma Marketing Event - 19 June 2013 36
  37. 37. Body text • Do not stuff with keywords. Must read well. • Use <p> tags for paragraphs • Use <em> tags for italics • Use <strong> tags to bold text • Use <ul> tags to create bullet points • Use <ol> tags to create numbered lists Halma Marketing Event - 19 June 2013 37
  38. 38. Anchor text (the text of links on the page) • Do not use “Click here” • Be descriptive • Use keywords More about trapped key interlocks. Halma Marketing Event - 19 June 2013 38
  39. 39. Images • Memory size must be as small as possible • Use the alt attribute • Be descriptive • Use keywords • Don’t spam – must read well <img src=“…” alt=“Christian Bale as Bruce Wayne, the Batman, in The Dark Knight Rises” /> Halma Marketing Event - 19 June 2013 39
  40. 40. 4. Create QUALITY content 1. The search engines want to provide users with high quality results 2. People will link to it and share it Halma Marketing Event - 19 June 2013 40
  41. 41. How do the search engines determine quality? • Was based primarily on links • Now based on over 200 factors Halma Marketing Event - 19 June 2013 41
  42. 42. Content should be well written • Good grammar and spelling • Make it readable – Short sentences – Short paragraphs – Use headings – Use bullet points Halma Marketing Event - 19 June 2013 42
  43. 43. Be interesting / answer questions Halma Marketing Event - 19 June 2013 43
  44. 44. Provide useful information / tutorials / services Halma Marketing Event - 19 June 2013 44
  45. 45. People love lists Halma Marketing Event - 19 June 2013 45
  46. 46. Images and videos rank highly in Google Halma Marketing Event - 19 June 2013 46
  47. 47. In summary • Use the keywords your potential customers use • Use them correctly. Don’t overuse. • Title tag and main <h1> heading are most important • Create high quality, well written content Halma Marketing Event - 19 June 2013 47

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