Seo 2013 city library v2

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This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & paid advertising. You will find out what they are and how they can complement each other. With companies increasing using both methods to target and reach customers getting the right mix has never been more important.
You will learn:

• What is SEO
• How to optimise your site
• What Pay for Click options are out there e.g. Google Adsense
• Which is best for you
• Getting the right mix

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Seo 2013 city library v2

  1. 1. Search Engine Optimisation Zulf Choudhary Director Supported ByCopyright Sparta Technologies 2013 t/a SpartaPay
  2. 2. Content 1. What is SEO 2. Why Is SEO relevant? 3. What is new in SEO 4. New thinking 5. Key concepts 6. Marketing strategy is the key 7. What is marketing strategy? 8. Terms to know 9. What the eye misses 10. What computer sees 11. Types of marketing • Keyword research • Content development • Link building • Paid per clicks • Adwords • What is best for you 7. Warning 8. SummaryCopyright Sparta Technologies 2013 t/a SpartaPay
  3. 3. About us We create bespoke mobile and web platforms  Software outsourcing and social banking for over 10 years  Key insight is social engagement and inclusion  We are a spin out from The University of Manchester  Lots of expertise  Staff with varies IT backgrounds from private to public sector  Good knowledge base at the Manchester University Voted best EU IT Project 2007Copyright Sparta Technologies 2013 t/a SpartaPay
  4. 4. What is Search Engine Optimisation • Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines using "natural" ("organic" or "algorithmic") search results. Getting visibility. • The objective is to get a good ranking in when people search the web for information. Why: The Hyper Text Transfer Protocol (HTTP) is an application protocol for distributed, collaborative, hypermedia information systems.* This is how computers read, translate and present data on your screen.Copyright Sparta Technologies 2013 t/a SpartaPay *http://www.w3.org/Protocols/
  5. 5. Why SEO is relevant? Knowledge starts and ends with a search • 633 million websites in the world today* • 200,000+ increase per month in websites* • When people surf the internet, they are looking for specific information. • Whatever niche or market you are in there is going to be competition. • If your website isnt on page 1, you stand less chance of getting sales? *http://techlogon.com/2011/11/15/how-many-websites-are-there-in-the-world/Copyright Sparta Technologies 2013 t/a SpartaPay
  6. 6. New SEO - Google Panda updates A game changer in SEO, stops the old tricks of SEO • Google Panda affects the ranking of an entire site or a specific section rather than just the individual pages on a site. • Google updated Panda and stated that they are deploying an "over-optimization penalty," in order to level the playing field. • Look at your whole site for relevant content and links. • Fair ways for users to view info they want by better algorithms. *Google Panda/ Penguin is a change to Googles search results ranking algorithm that was first released in February 2011.Copyright Sparta Technologies 2013 t/a SpartaPay
  7. 7. New SEO thinking Author Rank the higher the rank and reputation of the author, the higher are the chances of their content ranking well in search engines plus lining to Google+ profile. Equivalency Score Algorithm Work in the same way as Google Adword‟s Quality The quality score of the keywords is then to rank website accordingly. Quality Score is apportioned by Google to keyword optimised ads. This is an indicator of the ads‟ value and relevance to searchers. If 2 or more searches provide the same results top slot is randomly given. Link Disavow Tool The Link Disavow Tool was created to collect data on the backlink structure of sites. The tool will be used to improve reporting of spam sites and poor quality backlinks. Consequently, blog posts and forum posts can no longer be used to create backlinks. Social media presence Sharing of content on social networks like Facebook, Twitter, StumbleUpon, Pinterest, Delicious, LinkedIn, MySpace and Google+ will be of the utmost importance. Digital marketing Digital marketing will include the entire spectrum of online marketing from market- purposed content creation, through pay-per-click strategies, to use of social media.Copyright Sparta Technologies 2013 t/a SpartaPay
  8. 8. Key new elements Searchable Relevant content people that search for + Linked Links means you are trustable. = Marketing being part of social media network strategyCopyright Sparta Technologies 2013 t/a SpartaPay
  9. 9. Marketing strategy is the key • SEO to maximise chances of a search engine giving you a good ranking on a search page. • Web marketing- Includes both web advertising and web optimization (SEO), efforts to achieve high visibility of a web site. • SEO is about strategy, not key just key words.Copyright Sparta Technologies 2013 t/a SpartaPay
  10. 10. Strategy- plan to succeed • Establish the target market for your site before you begin working on the design or content. • What is relevant to your customers? • Good copywriting, design style and navigation structure. • Part of your social media content. • Part of your online marketing links. • Quality content.Copyright Sparta Technologies 2013 t/a SpartaPay
  11. 11. Types of marketing SEO is branch of the marketing strategy or plan, using all your resources wisely. This can or may include all or some of the following • Search engine optimization • Social media marketing • Email marketing • Referral marketing • Content marketing • Search engine marketing • Pay per click • Cost per impression • Search analytics • Web analytics • Display advertising • Contextual advertising • Behavioural targeting • Affiliate marketing Cost per action • Revenue sharing • Mobile advertising etcCopyright Sparta Technologies 2013 t/a SpartaPay
  12. 12. Terms to know Search engines are reliant on meta data or tags to correctly classify a web page, so here are some old terms to know. You must know about the old stuff as SEO still uses these tools. • Met tag- Meta tags are a great way for to provide search engines with information about webpages. • A tag is a non-hierarchical term assigned to a piece of information such as an Internet bookmark, digital image, or computer file. • Keyword-words describe what your page is about to a search engine. • Content- the „Stuffing in your website‟-words, images, video audio files etc.Copyright Sparta Technologies 2013 t/a SpartaPay
  13. 13. What the eye misses http://www.fineanddandie.co.uk/about.htm As of 2013Copyright Sparta Technologies 2013 t/a SpartaPay
  14. 14. What the computer sees - source code Key Words Meta Tags Content http://www.fineanddandie.co.uk/about.htmCopyright Sparta Technologies 2013 t/a SpartaPay
  15. 15. Where to find the source code In the menu bar using Explorer click „View‟ In the menu drop down list click „Source‟ You then see what the computer sees: key words, meta tags and content structure.Copyright Sparta Technologies 2013 t/a SpartaPay
  16. 16. SEO key parts - still relevant Is it relevant and trustable?Copyright Sparta Technologies 2013 t/a SpartaPay
  17. 17. Key word search • Research keyword phrases extensively. • The phrases that people are typing in the search engines may be different from those that you think they are searching for. • To find the optimal for, use research tools such as Keyword Discovery, Wordtracker, Google AdWords, and Yahoo Search Marketing data. •Copyright Sparta Technologies 2013 t/a SpartaPay
  18. 18. Title tags • Integrate your keyword phrases into each page‟s unique Title tag as every search engine gives them a lot of importance. • The information you place in this tag is what will show up as the clickable link to your site on the search engines.Copyright Sparta Technologies 2013 t/a SpartaPay
  19. 19. Meta tags • Meta tags provide search engines with information about a website. Meta tags are added to the head section of your HTML page so computers find sites. • Not as important as they once were. • But still use them.Copyright Sparta Technologies 2013 t/a SpartaPay
  20. 20. Content is king • Write good & unique content. • If your content is useful & valuable think of sharing it with others, just ensure that you get credit for it and a link back. • Update the content on your site regularly. This will encourage more search engine spider activity and faster updates of your site. • Integrate keywords into each page and don‟t “stuff”.Copyright Sparta Technologies 2013 t/a SpartaPay
  21. 21. Linking • Get relevant and live incoming links from social media and directories as soon as possible. • You are after relevant links to your audience. If it offers no material benefit to your audience, think carefully about the value of it on your site. • Submit your site to local, regional, national and niche directories. • User social media pages.Copyright Sparta Technologies 2013 t/a SpartaPay
  22. 22. Monitoring and controlling • Use Google Sitemap and Yahoo Site Explorer to monitor your site to see how often the spiders are coming to your site, how many pages are indexed, and to analyze the links to your site. • Knowing how many pages are indexed is another important data you can retrieve from Google Sitemap and Yahoo Site Explorer. • This data indicates how good your site‟s internal structure is and whether your site is crawled extensively.Copyright Sparta Technologies 2013 t/a SpartaPay
  23. 23. Site maps • Make sure your site has a site map, which is linked to from every page on the site. • These are liked by search engine robots and helps them to find every page with just two clicks.Copyright Sparta Technologies 2013 t/a SpartaPay
  24. 24. Being web crawlier-friendly • Program your site to be “crawler-friendly.” This is important because if search engines cannot search your site, read JavaScript links and menus, and interpret graphics and Flash, they cannot rank you. • you need to provide alternate means of navigation on your site, such as via HTML links in the main navigation on every page which link to the top- level pages of your site.Copyright Sparta Technologies 2013 t/a SpartaPay
  25. 25. Domain names • Avoid buying multiple domains for one site. Multiple domains do not help you at all. • Keep it simple. • Longer the name more errors in spelling or understanding can happen.Copyright Sparta Technologies 2013 t/a SpartaPay
  26. 26. Social networks-the key to future SEO • Contribute to social networks particular in your sector or audience. • This will enable promotion of traffic to your site. • Higher trustable and author rankingCopyright Sparta Technologies 2013 t/a SpartaPay
  27. 27. Paid adverts • Pay Per Click – Adwords, Yahoo, Miva etc • E-Mail marketing campaigns • Banner AdvertisingCopyright Sparta Technologies 2013 t/a SpartaPay
  28. 28. PPC - pay per click Paid for advertsCopyright Sparta Technologies 2013 t/a SpartaPay
  29. 29. PPCCopyright Sparta Technologies 2013 t/a SpartaPay
  30. 30. PPC • Key phrase targeted • Pay per click, not per impression • Prominence of ad is based on bidding • Quicker than organic • Click costs can be high – conversion is important • SEO for high volume low intent – PPC for long tail? • Bid to be near the top? • Flexibility • Click fraudCopyright Sparta Technologies 2013 t/a SpartaPay
  31. 31. Google adwords • It‟s the market leader • Its simple to use • Offers tracking facilitiesCopyright Sparta Technologies 2013 t/a SpartaPay
  32. 32. Warning- do not get kicked out of the web • New Google SEO system will panda you if you try to cheat! • Don‟t use other people‟s copy to fill your own website. It needs to be unique and original to get you to the top! • Don‟t hide text on your website. Google could and will eventually remove you from the serps (search engine results pages). • Don‟t buy 1,000 links and think “that will get me to the top!”. Google likes natural link growth and often frowns on mass link buying. • Don‟t get every body to link to you using the same “anchor text” or link phrase. • Think quality of links….not quantity. • Don‟t buy many keyword rich domains, fill them with similar content and link them to your site, no matter what your SEO company says. This is lazy SEO and could see you ignored or worse, banned from Google. • Do not constantly change your site pages names or site navigation. Search Engines don‟t like it. • Do not build a site with JavaScript navigation that Google, Yahoo and MSN cannot crawl to catalogue. • Do not link to everybody who asks you for reciprocal links. Only link to quality sites you feel can be trusted. • Do not submit your website to Google via submission tools. Get a link on a trusted site and you will get into Google in a week or less. • Do not ignore what your site will look like on mobiles phones.Copyright Sparta Technologies 2013 t/a SpartaPay
  33. 33. Use your head • Its simple – know your customers • You can do it • Have a marketing strategy • Stand out from 633 million+ web sites!Copyright Sparta Technologies 2013 t/a SpartaPay
  34. 34. Summary Searchable Relevant content that people search for + Linked Are you are trustable. = Marketing Is it part of a social media plan? StrategyCopyright Sparta Technologies 2013 t/a SpartaPay
  35. 35. Thank you Telephone: 0161 306 5848 Email: info@spartapay.co.uk Address: Spartapay University of Manchester Arch 29, PO Box 88 Sackville Street Manchester M 13NL www.spartapay.co.ukCopyright Sparta Technologies 2013 t/a SpartaPay
  36. 36. Sample of Pay for click providers • Google Adwords (http://adwords.google.com) • Yahoo! Search Marketing (http://searchmarketing.yahoo.com) • Microsoft adCenter (http://adcenter.microsoft.com) • MIVA Pay Per Click, Pay Per Call and Pay Per Text (www.miva.com) • SEO http://www.webconfs.com/seo-tutorial/seo- and-keywords.phpCopyright Sparta Technologies 2013 t/a SpartaPay

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