Search Engine Optimisation


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A presentation by Andrew Armitage from Armitage Online Limited on search engine optimisation. Originally presented at Cumbria Rural Enterprise Agency (CREA) in Kendal on 25th March 2010.

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Search Engine Optimisation

  1. 1. a presentation on search engine optimisation
  2. 2. a little bit about me Andrew Armitage
  3. 3. principal at Armitage Online Limited
  4. 4. my role is creative & technical
  5. 5. creative website design
  6. 6. we‘ll help you find new customers
  7. 7. we‘ll keep an eye on your site while you’re not looking!
  8. 8. happiest out of work with my wife & flat coat retriever
  9. 9. let‘s start with a definition
  10. 10. what is search engine optimisation?
  11. 11. Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Wikipedia
  12. 12. (or higher) Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. Wikipedia
  13. 13. what does this mean for your website?
  14. 14. what does this mean for your business?
  15. 15. most popular UK website google
  16. 16. most popular UK search engine google
  17. 17. most popular UK entertainment website you tube (google)
  18. 18. however there are other search engines!
  19. 19. What is it about Google?
  20. 20. Top search engines for the industry 'All Categories', ranked by Volume of Searches for the 4 weeks ending 13/03/2010 Source: 90 80 70 60 50 40 30 20 10 0 Bing Yahoo!
  21. 21. what do search engines do?
  22. 22. what are organic listings?
  23. 23. what are sponsored listings?
  24. 24. why you should know what search engines are doing
  25. 25. • UK shoppers spent £5.46bn in December 2009 • £88.93 for every person in the UK • IMRG Cap Gemini e-retail sales index annual growth in 2009 averaged 14% • 2010 demand expected to continue to rise as websites improve, ranges widen and consumers habitually look for the best buys online
  26. 26. what is it that makes search engines happy!
  27. 27. search engines say content is king
  28. 28. search engines love structure and order
  29. 29. speed is important
  30. 30. search engines respect their elders
  31. 31. help search engines with meaningful anchor text
  32. 32. be seen in more than one place
  33. 33. plenty of inbound links
  34. 34. keep your site up to date and fresh
  35. 35. make sure you stand out
  36. 36. how can I improve my ranking?
  37. 37. a good place to start your home page
  38. 38. viewing your website’s dna
  39. 39. View page source
  40. 40. <title> <meta> <h1> <h2> ... <h6> <p>
  41. 41. <h1>Most important</h1> <h2>Sub-heading</h2> <h3>Minor heading</h3>
  42. 42. <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" ""> <html xmlns=""> <head> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <title>Untitled Document</title> </head> <body> <p><strong>Welcome to Joe Bloggs Landscaping</strong></p> <p>Joe Bloggs Landscaping designs gradens for residential and commercial properties. We're an experienced firm established over 14 years ago and work with time served tradesmen.</p> <p>We cover towns across the South Lakes and would be happy to give you a free quote and show you examples of our work.</p> <p><strong>Patio Design</strong></p> <p>Joe Bloggs Landscaping can also design your ideal patio for your garden. Click <a href="#">here</a> to email us.</p> <p><strong>Contact Us</strong></p> <p>Contact us today for a free quote. We'll come and visit your home and show you some examples of our work and put together a no obligation quote. Call us on 01234 567890 or click <a href="#">here</a> to send us an email from our contact form.</p> </body> </html>
  43. 43. • add a page title • add some meta tags • add some structure with headings • improve the anchor text • add keywords into the copy • set the context – you want to sell still!
  44. 44. <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" ""> <html xmlns=""> <head> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <title>Landscape Design Kendal | Patio Design Kendal | Garden Design Kendal</title> <meta name="description" content="Joe Bloggs Landscaping is a garden design and landscaping company in Kendal specialising in Patio Design" /> <meta name="keywords" content="landscape, design, patio, kendal, cumbria, grange over sands, carnforth, windermere" /> </head> <body> <h1>Landscape Designer in Kendal</h1> <p>Joe Bloggs Landscaping is a well established landscape design company based in Kendal, Cumbria. Our garden design and <a href="#">patio installation</a> services are available to both residential and commercial customers throughout the South Lakes.</p> <p>Joe Bloggs Landscaping are delighted to offer free estimates for garden landscaping and design. We'll glady visit your property within the Kendal and South Lakes area to give you some ideas of how we can improve your current garden design to maximise use of space.</p> <h2>Patio Design Kendal</h2> <p>Joe Bloggs Landscaping are specialist patio designers and <a href="#">patio installers in Kendal</a>. Enjoy your garden this summer with a carefully planned patio design, allowing you to enjoy summer BBQs with family and friends. Our portfolio of work includes a variety of patio designs in Grange over Sands, Carnforth and Windermere. Whatever your requirements, Joe Bloggs Landscaping has a garden design solution for you!</p> <h3>Contact Joe Bloggs Landscaping</h3> <p>Contact Joe Bloggs Landscaping today for a FREE garden design estimate. Call us on 01234 567890 or fill in our <a href="#">contact form</a> to find out more information. You can also visit our portfolio of <a href="#">landscaping designs</a> to give you an idea of the quality of our work.</p> <p>If you're looking for a landscape designer in Kendal, or a patio designer in Grange-over-Sands, Windermere or Carnforth, get in touch with Joe Bloggs Landscaping Designs today!</p> </body> </html>
  45. 45. so what are my keywords and how do I find them?
  46. 46. look at google analytics
  47. 47. look at your competition
  48. 48.
  49. 49. how do I know when a search engine visits my site?
  50. 50. what about linking to other sites
  51. 51. linking is a bit of a conundrum
  52. 52. links should be targeted & relevant
  53. 53. what about reciprocal links?
  54. 54. what about online directories?
  55. 55. how do I know who’s linking to my site?
  56. 56. • link: search option in Google • • Yahoo site explorer
  57. 57. it’s not all about your site!
  58. 58. get found on google local
  59. 59.
  60. 60. approaches to SEO articles & pr
  61. 61. how will Google find my website?
  62. 62. give a little help with an xml sitemap
  63. 63. <url> <loc></loc> <lastmod>2010-01-04T16:38:52+00:00</lastmod> <changefreq>yearly</changefreq> <priority>1.00</priority> </url> − <url> <loc></loc> <lastmod>2010-01-04T16:38:52+00:00</lastmod> <changefreq>yearly</changefreq> <priority>0.80</priority> </url> − <url> <loc></loc> <lastmod>2010-01-04T16:38:52+00:00</lastmod> <changefreq>yearly</changefreq> <priority>0.80</priority> </url> − <url> <loc></loc> <lastmod>2010-01-04T16:38:52+00:00</lastmod> <changefreq>yearly</changefreq> <priority>0.80</priority> </url> − <url> <loc></loc> <lastmod>2010-01-04T16:38:52+00:00</lastmod> <changefreq>yearly</changefreq> <priority>0.80</priority> </url> − <url>
  64. 64. create your own xml sitemap
  65. 65.
  66. 66. google webmaster tools
  67. 67.
  68. 68. how can I measure success?
  69. 69. what about social media?
  70. 70.
  71. 71. some helpful resources on the web
  72. 72. web address /googles-seo-starter-guide.html
  73. 73. web address
  74. 74. web address
  75. 75. conversion room blog
  76. 76. twitter
  77. 77. from us
  78. 78. Andrew Armitage t 015395 61956
  79. 79. Thanks to the following photographers who’s work features in this presentation. mcchs08/
  80. 80. Thanks to the following photographers who’s work features in this presentation. Various sources on Flickr