SEO Basics : On Site Search Optimisation


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Learn the basics of SEO on Your Own Website

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SEO Basics : On Site Search Optimisation

  1. 1. SEO Basics : On SiteAndy Kinsey – SEO Andy
  2. 2. What’s in this presentation?• What is SEO?• The Basics of a Website & Web Page• SERP’s• Targeting Your Audience• Content is King• Keywords and Phrases in ContentAndy Kinsey 2012 - Basics of SEO -
  3. 3. What is SEO? • SEO is short for Search Engine Optimisation • SEO is the process of increasing the number of visitors to a website • SEO is the process of increasing conversions • SEO can be about gaining high ranking in search results pages (SERP’s) SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture, usability, content focus, audience targeting, design, development, keyword research, keyword placement, link building, social media marketing and any other online or offline branding/marketing elements that support the goal of receiving more traffic from search engines. ~ Rand Fishkin, SEO Moz Source. ShoeMoney.comAndy Kinsey 2012 - Basics of SEO -
  4. 4. What is a Website? • A Group of Web Pages Linked Together • Each Page is made of HTML and CSS • Each Page can also include Images What is HTML? • HTML is the code that makes up the web • HTML is the structure of a Web Page • HTML is also the Content of a Web Page • CSS is the styling of a Web PageAndy Kinsey 2012 - Basics of SEO -
  5. 5. A Very Basic HTML Web PageHead Section <html> <head> <title> Some Title </title> <meta name=“description” content=“some content”/> </head>Content Section <body> Your content </body> </html> Andy Kinsey 2012 - Basics of SEO -
  6. 6. Optimising the Head SectionPage TitleThis section is visible in the browserand in search results pages (SERP’s).Meta DescriptionThis is visible in search results pagesTogether both sections can helpelicit click-through’s from SERP’sAndy Kinsey 2012 - Basics of SEO -
  7. 7. Optimising the Content Section The Content Section includes • Your Company Name / Logo • Your Website Navigation • Your Web Page Content • Your Images • Your Other Content • Your Footer It is everything a person will see and read on your website itself.Andy Kinsey 2012 - Basics of SEO -
  8. 8. What is a SERP?A Search Results PageMaking a Search• Enter a Search Term• Hit Search• SERP is Displayed• User Clicks Search ResultThe higher up the rankings the morelikely you are to be clicked.Andy Kinsey 2012 - Basics of SEO -
  9. 9. So, What is SEO? Create Content Optimisation Indexation Analysis Get VisitorsAndy Kinsey 2012 - Basics of SEO -
  10. 10. Targeting Your Audience• Think You Know Your Audience• Think Again!Things to consider• Age Range & focus• Male or Female focus• Sexual Orientation focus (if any)• Career / Paygrade• Family and Friend Connections Together you can create a persona And from this focus Your ContentAndy Kinsey 2012 - Basics of SEO -
  11. 11. ContentIsKingIt Really Is
  12. 12. What is Content?Content is EVERYTHING• Content is Your Navigation• Content is Your Images• Content is Your Text• Content is Your Blogs Comments• Content is Your Sidebar Widgets• Content is EVERYTHINGAndy Kinsey 2012 - Basics of SEO -
  13. 13. Keywords & Key PhrasesKeywords Key Phrases• A Keyword is a focus word • A Key Phrase is a set of Keywords• Usually 3 or 4 should be assigned to • Together they may form a phrase a page For example• Each should be naturally focused in your content Keywords: Cheese & Toast• A Keyword is hard to rank highly for Key Phrase: Cheese on Toast• A Keyword always has competition • Key Phrases are easier to rank for• Keywords are not a solution • They are called “long tails” • They will have less competitionAndy Kinsey 2012 - Basics of SEO -
  14. 14. • Key Phrases can Naturally fit into content • They can be used in combination with individual keywordsUsing Example 1Key Phrases I like cheese, beans and toast. I also like eggs, milk and bacon with my toast.for Example 2Optimisation I like cheese on toast with beans. I also like eggs and bacon with my toast and a glass of milk.Optimising with Keywordsas Phrases Both are relevant, but example two has a high chance of ranking highly. This technique can be used in both your head and content area.Andy Kinsey 2012 - Basics of SEO -
  15. 15. Keeping it Natural • There is no use in Keyword Stuffing • You will not rank higher for using it again and again • If you do you may get penalised Natural Language Wins • Google uses Natural Language search • This means it can tell the difference between great content and Crap! • Do not think you can trick Google or Bing or Yahoo! • Write content of value to your users Don’t Chance It • If you write naturally, it will increase your chances of Don’t try to manipulate ranking highly in search results pages search engines • So Keep It Simple Stupid • And write for your visitors and their friends.Andy Kinsey 2012 - Basics of SEO -
  16. 16. For Further information about optimisingyour website visit SEOAndy.comGood LuckAndy Kinsey 2012 - Basics of SEO -