Push On Digital Editors Network Presentation V14


Published on

An entry level SEO presentation I delivered to a number of UK based journalists and editors

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Push On Digital Editors Network Presentation V14

  1. 1. An Introduction To By Simon Wharton Managing Director
  2. 2. PushON is an Online Marketing agency dedicated to promoting and improving the website visibility of NW companies by enabling the people who are looking for the types of products and services you provide, to find your website quickly and easily. Who are we?
  3. 3. Leon Best must sign for Forest! It’s about influence
  4. 4. Who uses the Internet?
  5. 5. <ul><li>The average age of UK internet users is on the rise, thanks to the growing online presence of the over-55s, or 'silver surfers' (Neilsen) </li></ul><ul><li>The destinations with the oldest average visitor age were mainly familiar high street brands, including John Lewis, TUI, Nationwide and M&S </li></ul><ul><li>The internet is becoming increasingly indispensable for women, with over two thirds (66.1%) saying their lives would be disrupted if they had to go without the web for a week. [Source: Burst Media, July 2007] </li></ul><ul><li>UK internet users are split almost equally between males (51.5%) and females (48.5%). </li></ul><ul><li>Largest demographic group online is 35-44 age group, accounting for 23.5% of visits in April/May 2007. Silver Surfers, the over – 55s, accounted for 22% of visits. [Source: Hitwise] </li></ul>Some random stats:
  6. 6. <ul><li>An ever growing catalogue of all the websites and pages they can find on the internet </li></ul><ul><li>The main search engines in the UK are: </li></ul><ul><li>Google: www.google.co.uk </li></ul><ul><li>Live (MSN/Microsoft): www.live.co.uk </li></ul><ul><li>Ask: uk.ask.com </li></ul><ul><li>Yahoo: uk.search.yahoo.com </li></ul>What are Search Engines?
  7. 7. Search Engine Market Share (UK):
  8. 8. In simple terms, search engines match a word or phrase submitted as a search term against their log of uses of that word or phrase on websites that they know about . For simple words or phrases, there may be several million results The more complex the query, the less the amount of results and the more precise the answer, the easier to rank How do Search Engines Work? Term Volume of Pages (Google) Contract 292,000,000 Business Contract 19,500,000 Business Contract Template 212,000
  9. 9. Results for ContractStore <ul><li>More complex terms are easier to rank for </li></ul><ul><li>More complex terms are generally lower traffic, higher conversion </li></ul><ul><li>It’s probably not worth competing with Wikipedia right now </li></ul><ul><li>Authority sites are gold dust </li></ul><ul><li>Dominating key term results is possible via use of various resources </li></ul>Term Position in Google Contract 3 (usually 2) Business Contract 1 Business Contract Template 1, 2 and 4 (via blog for now)
  10. 10. <ul><li>Many criteria including: </li></ul><ul><li>Inbound links </li></ul><ul><ul><li>Quality (Authority) </li></ul></ul><ul><ul><li>Volume </li></ul></ul><ul><li>Age of domain </li></ul><ul><li>Anchor text in links </li></ul><ul><li>Frequency of change of content </li></ul><ul><li>Text appearing on the site </li></ul><ul><li>Ability to index the site </li></ul><ul><li>Density of terms </li></ul><ul><li>Quality and focus of code </li></ul><ul><li>Relevance! </li></ul><ul><li>http://www.seomoz.org/article/google-historical-data-patent </li></ul>How Do Search Engines Rank Sites?
  11. 11. <ul><li>Various factors with various weighting </li></ul><ul><li>Meta data: </li></ul><ul><li>Meta Title Tag </li></ul><ul><li>Meta Description </li></ul><ul><li>Meta Keywords </li></ul><ul><li>URL Composition: </li></ul><ul><li>Meaningless: http://www.manchester.gov.uk/site/scripts/documents.php?categoryID=100002 </li></ul><ul><li>Meaningful(ish): http://www.manchestereveningnews.co.uk/sport/football/manchester_united/s/1034070_reds_draw_arsenal </li></ul><ul><li>Tidy Code </li></ul><ul><li>W3C Compliance ( http://www.w3.org/ ) </li></ul><ul><li>Data Structures </li></ul>On Site Factors:
  12. 12. Example Results
  13. 13. Title Tag and Meta Description
  14. 14. Copywriting <ul><li>Write for people first </li></ul><ul><li>Research what you want to rank for </li></ul><ul><li>There are ways to add emphasis: </li></ul><ul><li>Headlines </li></ul><ul><li>Sub headlines </li></ul><ul><li>Sensible repetition and derivatives of search terms </li></ul><ul><li>Labelling of images </li></ul>
  15. 15. Links <ul><li>Links are like votes. Citations </li></ul><ul><li>Not all links are created equal </li></ul><ul><li>Authority sites include: </li></ul><ul><li>The Open Directory Project ( http://www.dmoz.org/ ) </li></ul><ul><li>The Beeb ( http://www.bbc.co.uk/ ) </li></ul><ul><li>Government ( http://www.direct.gov.uk/en/index.htm ) </li></ul><ul><li>Context is important </li></ul><ul><li>Links from the same subject area are understood </li></ul>
  16. 17. Enable the Conversation <ul><li>Allowing people to talk to you </li></ul><ul><li>Commenting </li></ul><ul><li>Submission of content of various forms </li></ul><ul><li>Bookmarking </li></ul>
  17. 18. Sentiment and Social Media
  18. 19. <ul><li>Universal Search </li></ul><ul><li>Local Search </li></ul><ul><li>News </li></ul><ul><li>RSS </li></ul><ul><li>Rich Media </li></ul>How is Search Changing?
  19. 20. Universal Search:
  20. 21. Local Search
  21. 22. <ul><li>Increased relevant traffic </li></ul><ul><li>Increased relevant transactions </li></ul><ul><li>Increased ROI on marketing budget </li></ul><ul><li>Increased feedback from customers </li></ul><ul><li>Increased brand presence and awareness </li></ul><ul><li>Increased “business benefit” from online investment (website) </li></ul><ul><li>Increased revenue driven via the web </li></ul>News Search
  22. 23. <ul><li>Google acquisition of Feedburner </li></ul><ul><li>Customisation of content </li></ul><ul><li>Permission marketing (Incorporation of AdWords) </li></ul><ul><li>Relevance </li></ul>RSS
  23. 24. <ul><li>Google Acquisition of YouTube </li></ul><ul><li>Universal Search </li></ul><ul><li>Taking content to the consumer </li></ul><ul><li>Tagging content with search in mind </li></ul><ul><li>Quality isn’t always an issue where timliness can compensate </li></ul><ul><li>Citizen journalists </li></ul>Rich Media
  24. 25. <ul><li>Write for people </li></ul><ul><li>Be relevant </li></ul><ul><li>Be timely </li></ul><ul><li>Understand what Search Engines consume </li></ul><ul><li>Educate my assets </li></ul><ul><li>Engage with my audience (UGC!!!) </li></ul><ul><li>Think locally global </li></ul><ul><li>Have breadth and depth of content </li></ul><ul><li>Measure </li></ul>How do I rank well in search?
  25. 26. Questions and discussion
  26. 27. Simon Wharton Managing Director t: 0870 757 488 m: 07900 224 764 e: simon@pushon.co.uk