Understanding SEO

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Understanding Search Engines Workshop slides

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Understanding SEO

  1. 1. Welcome
  2. 3. Google history <ul><li>1996 </li></ul><ul><ul><li>Hypothesis analysing relationships between websites better than analysing just search terms </li></ul></ul><ul><ul><li>‘ BACKRUB’ </li></ul></ul><ul><li>google.com 15 September 1997 </li></ul>
  3. 4. Google Products <ul><li>Web search - is only one product </li></ul><ul><li>Image search </li></ul><ul><li>Ad words </li></ul><ul><li>Maps </li></ul><ul><li>Analytics </li></ul><ul><li>Blogger and Trends </li></ul>
  4. 5. What is Google web search trying to do? <ul><li>Give it’s users results of websites that are… </li></ul><ul><li>Relevant </li></ul><ul><li>Content rich </li></ul><ul><li>Change often </li></ul><ul><li>Other people think are great </li></ul>
  5. 10. How does web search work? <ul><li>Visits – copies your content </li></ul><ul><li>Visits other sites </li></ul><ul><ul><li>Tallies up links to your site </li></ul></ul><ul><li>Creates a rank of your site </li></ul><ul><ul><li>PageRank </li></ul></ul><ul><li>Re-visits </li></ul>
  6. 11. ‘ Pub Newbury’ <ul><li>Google, searches for those words in their library </li></ul><ul><li>Lists the sites </li></ul><ul><ul><li>Highest page rank with most relevant content </li></ul></ul>
  7. 14. What does Google have for you? <ul><li>Let’s look at your cache </li></ul><ul><li>Type in your domain name </li></ul><ul><li>Cache </li></ul>
  8. 16. Keywords Content Updates Links
  9. 17. Content & Keywords Keywords Content
  10. 18. Keywords <ul><li>‘ a phrase a potential customer would use when searching online for your products and services’ </li></ul>
  11. 19. Typical keywords <ul><li>‘ Best places to eat in Sidmouth’ </li></ul><ul><li>‘ Bed and Breakfast Honiton’ </li></ul><ul><li>‘ Devon’ </li></ul><ul><li>‘ Brown shoes’ </li></ul><ul><li>‘ Logs for sale Devon’ </li></ul>
  12. 20. <ul><li>Type into Google </li></ul><ul><ul><li>a phrase where you want to appear </li></ul></ul><ul><li>What appears first? Do you appear? </li></ul><ul><li>How many pages were searched? </li></ul>
  13. 25. <ul><li>Radio ( 757,000,000) </li></ul><ul><li>Roberts Radio (7,950,000) </li></ul><ul><li>Roberts Radio R250 Red(6,420) </li></ul>narrow broad Less people searching Less competition More people searching More competition Not very accurate
  14. 26. Buying Theory <ul><li>More detailed search (Narrower) </li></ul><ul><li>More likely to be at point of buying </li></ul><ul><li>Research </li></ul><ul><li>Refine </li></ul><ul><li>Purchase </li></ul>
  15. 27. Broad keywords <ul><li>Loads of visitors </li></ul><ul><li>Loads of competitors </li></ul><ul><li>Catching visitors early ‘hoping’ they’ll stay </li></ul><ul><li>Not always the right people </li></ul><ul><li>Very expensive </li></ul>
  16. 28. Narrow keyword phrases <ul><li>Not as many visitors </li></ul><ul><li>Not much competition </li></ul><ul><li>Likely to know exactly what they want </li></ul><ul><li>More likely to buy </li></ul>
  17. 29. What’s best for you? <ul><li>Bit of a mix </li></ul><ul><li>Mostly targeted narrow phrases </li></ul><ul><li>Try one broad phrase </li></ul>
  18. 30. How do we decide our Keywords? <ul><li>Brainstorm </li></ul><ul><li>Research using tools </li></ul>
  19. 31. Brainstorm <ul><ul><li>Around 10 - 15 keyword phrases </li></ul></ul><ul><ul><li>Business name, ty pe of business </li></ul></ul><ul><ul><li>Location – and surrounding areas </li></ul></ul><ul><ul><li>What you offer, specific brands </li></ul></ul><ul><ul><li>Specific offering – dog friendly </li></ul></ul><ul><ul><li>Recommendations/associations </li></ul></ul>Keywords Content
  20. 32. Ideas cont… <ul><ul><li>What niches do you serve? </li></ul></ul><ul><ul><li>How do your customers describe what you do? </li></ul></ul><ul><ul><li>How do your competitors answer these questions? </li></ul></ul>
  21. 33. worksheet <ul><li>Type the keyword phrase into Google </li></ul><ul><li>Make a note of how many pages are searched (your competition) </li></ul><ul><li>Decide if they are broad or narrow </li></ul>
  22. 34. Tools <ul><ul><li>http://www.google.com/sktool/ </li></ul></ul><ul><li>Let’s type in your domain name </li></ul><ul><li>C lick ‘find keywords’ </li></ul><ul><ul><li>Q uantity of searches – actual people </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><li>Type in a competitors domain name </li></ul>
  23. 36. Keyword placement <ul><li>Assign your keywords to your pages </li></ul><ul><ul><li>Home page, other pages </li></ul></ul><ul><ul><li>Product listings </li></ul></ul><ul><ul><li>Footers </li></ul></ul><ul><li>In your Text.. </li></ul>
  24. 39. <ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>We provide a free delivery service on all products to anywhere in mainland UK, for next day delivery please order by 2pm. </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings, Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul>
  25. 40. <ul><li>Bloomers Flowers online </li></ul><ul><li>Ordering flowers online with us is fast, easy and secure. We use Google checkout for all payment processing so you can have piece of mind when ordering. </li></ul><ul><li>Bloomers Flower delivery </li></ul><ul><li>We provide a free flower delivery service on all products to anywhere in the Honiton area including, Cullompton, Exeter, Tiverton and Bampton. For next day delivery please order by 2pm. </li></ul><ul><li>Bloomers for Artificial / Silk flowers </li></ul><ul><li>Artificial/silk flowers can be used for all occasions from Weddings , Corporate events, birthdays, Christmas or as a Thank you. </li></ul><ul><li>Bloomers for Funeral flowers </li></ul><ul><li>Our funeral flowers have been thoughtfully designed and are available in a wide range of colours and shapes representing a feeling of love, peace and comfort at this sad time. </li></ul><ul><li>Bloomers is a local Mid Devon Florist that specialises in wedding and funeral flowers. Covering the areas of Cullompton, Honiton, Exeter, Tiverton and Bampton. </li></ul>
  26. 41. Keyword placement cont.. <ul><li>In your navigation titles , and inline links </li></ul><ul><li>As page titles, your meta tags </li></ul><ul><li>PAGE TITLE - Build my own website - selfbuild websites - Sites Plus </li></ul><ul><li>DESCRIPTION – Everything you need to create a professional self build website for your business, quickly and easily. And all for much less than you'd think. </li></ul><ul><li>ADDRESS - www.sitesplus.co.uk/about.php </li></ul>
  27. 42. Create more content <ul><li>Content is KING </li></ul><ul><li>Create more content </li></ul><ul><ul><li>New pages </li></ul></ul><ul><ul><ul><li>Walks, local attractions </li></ul></ul></ul><ul><ul><ul><li>Your knowledge, history, expertise </li></ul></ul></ul><ul><ul><ul><li>Product descriptions, room descriptions </li></ul></ul></ul><ul><ul><li>Other content </li></ul></ul><ul><ul><ul><li>downloadable PDFs </li></ul></ul></ul>
  28. 43. <ul><li>site:www.yourdomainname.co.uk </li></ul><ul><li>How many pages do you have? </li></ul><ul><li>More pages = more spider food </li></ul>
  29. 44. <ul><li>Screen shot greethinking </li></ul><ul><li>site:www.greenthinking.co.uk </li></ul>
  30. 45. Updates Keywords Content Updates
  31. 46. Why? website website website website website Website New News! Website New event! Website New prices! Website New news!
  32. 47. Creation of regular new content <ul><li>Create a content plan </li></ul><ul><ul><li>New developments – redecoration? </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Regional events and promotions </li></ul></ul><ul><ul><li>Weather forecast (?!) </li></ul></ul><ul><ul><li>Closest beaches/pubs and reviews </li></ul></ul>
  33. 48. Check your updates <ul><li>Cache check on Google </li></ul><ul><li>http://www.archive.org/web/web.php </li></ul>
  34. 50. Links Internal links External links Keywords Content Updates Links
  35. 51. External Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link
  36. 52. PageRank <ul><li>www.prchecker.info </li></ul>1 8 10
  37. 54. Check your back links <ul><li>Check your back links </li></ul><ul><li>Links:www.yourdomainname.co.uk </li></ul><ul><li>Or </li></ul><ul><li>www.backlinkwatch.com </li></ul><ul><li>(Try a competitors too) </li></ul>
  38. 56. Link campaign <ul><li>Search for directories www.jayde.com </li></ul><ul><li>Business networks </li></ul><ul><li>Suppliers </li></ul><ul><li>Local directories </li></ul><ul><li>Include your keywords in the link </li></ul>
  39. 57. Link Quality <ul><li>Few good quality links are worth MUCH more than </li></ul><ul><li>Lots of bad quality links </li></ul>
  40. 58. Generating your own links…. <ul><li>Social Media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Review sites </li></ul></ul><ul><ul><li>On-line PR </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Networks </li></ul></ul>
  41. 59. Social Media – Don’t get it? <ul><li>Making the shift from </li></ul><ul><ul><li>Selling </li></ul></ul><ul><ul><li>to </li></ul></ul><ul><ul><li>Helping people buy </li></ul></ul>
  42. 60. Blogs <ul><li>http://gardenbirds.wordpress.com/ </li></ul><ul><li>Research local blogs – type in your area and blog in google </li></ul><ul><li>Write your own </li></ul><ul><ul><li>Do you have time? </li></ul></ul><ul><ul><li>Can you create enough content (ongoing)? </li></ul></ul><ul><ul><li>What’s your overriding message? </li></ul></ul>
  43. 61. <ul><li>Write as often as you can </li></ul><ul><li>Pick the right headlines </li></ul><ul><ul><li>The secret of pickling onions </li></ul></ul><ul><ul><li>Top tips for pickling onions </li></ul></ul><ul><ul><li>Things you never knew about pickling onions </li></ul></ul><ul><li>Join in other conversations too </li></ul><ul><li>Offer to ‘guest blog’ </li></ul>
  44. 62. <ul><li>Blogs help to build your reputation </li></ul><ul><li>As well as getting links to your site </li></ul>
  45. 63. Forums – Example Trip Advisor
  46. 65. Google Alerts <ul><li>Email updates of new content, yours and competitors </li></ul><ul><li>Track search terms </li></ul><ul><ul><li>Add search term “in quotation marks” </li></ul></ul><ul><ul><li>Type – Comprehensive </li></ul></ul><ul><ul><li>How often – as it happens </li></ul></ul>
  47. 66. Questions?

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