SEO Presentation - Fingal Business Network April 2009


Published on

SEO Presentation by Leo Fogarty of Attitude Marketing to the Fingal Business Network in April 2009

Published in: Business, Technology
  • Be the first to comment

SEO Presentation - Fingal Business Network April 2009

  1. 1. Search Engine Optimisation Speaker: Leo Fogarty , Attitude Marketing
  2. 2. Agenda <ul><li>What is search engine optimisation? </li></ul><ul><li>Why Bother with SEO? </li></ul><ul><li>How Does SEO work? </li></ul><ul><ul><li>Top 10 onsite ways to improve your rankings </li></ul></ul><ul><ul><li>Offsite Actions to improve your rankings </li></ul></ul>
  3. 3. What Is Search Engine Optimisation? <ul><li>“ Search engine optimisation (SEO) is a set of methods aimed at improving the ranking of a website in organic search engine listings.”- (Wikipedia) </li></ul>
  4. 4. What Is Search Engine Optimisation? Organic search results (SEO)
  5. 5. Why Bother With SEO? Source: E Consultancy Survey 2004 80% of users prefer organic results
  6. 6. Some Sample Search Volumes
  7. 7. How Does Search Engine Optimisation Work? <ul><li>Search Engine Optimisation is broken down into two parts </li></ul><ul><li>Onsite Optimisation </li></ul><ul><li>Anything you do on your website to improve ranking </li></ul><ul><li>Offsite Optimisation </li></ul><ul><li>Anything done off your website to improve ranking </li></ul>
  8. 8. Onsite Optimisation
  9. 9. Typical Google Search Result – “Industrial Cleaning” Page Title Page Description Web Page URL/Address
  10. 10. What ’ s a P age T itle Page Title <ul><li>Have your keywords in the P age T itle </li></ul><ul><li>Page Title never longer than 60 characters </li></ul>This is not the Page Title
  11. 11. What Not to do with the Page Title Don’t put things like, “Home Page”, “Services”, “Company Taglines” or terms people wouldn’t use in a search
  12. 12. What’s a Meta Description?
  13. 13. Whats a G ood U rl Structure ? Make sure your keywords are in the url
  14. 14. What’ s a bad url structure ? Bad url structure because it doesn’t describe what the page is about
  15. 15. Other Onsite Factors to Consider <ul><li>Content </li></ul><ul><li>Keyword Density </li></ul><ul><li>Keywords Tags </li></ul><ul><li>Alt tags </li></ul><ul><li>Headers Tags </li></ul><ul><li>(On Page) Links Text </li></ul><ul><li>Site Map </li></ul>
  16. 16. Good Unique Content <ul><li>Google loves unique content </li></ul><ul><li>Keeps the user interested and encourages them to investigate your site more </li></ul><ul><li>Duplicate Content Issues </li></ul>
  17. 17. Duplicate Content Example
  18. 18. Duplicate Example
  19. 19. Keyword Density <ul><li>% use of your keyword compared to the whole page </li></ul><ul><li>Keep >15% to avoid raising flags </li></ul>
  20. 20. Keyword Tags <ul><li>Not used by Google but used by Yahoo </li></ul>
  21. 21. Alt Tags <ul><li>A way to let Google know what an image is about </li></ul><ul><li>Use keywords to describe an image </li></ul><ul><li>Don’t use text inside an image because Google can’t read it </li></ul><ul><li>To see alt tags just hover on an image </li></ul>
  22. 22. Header Tags <ul><li><h1>most important</h1> </li></ul><ul><li><h2>second most important</h2> </li></ul><ul><li><h3>third most important</h3> </li></ul>
  23. 23. Internal Links <ul><li>Whats a hyperlink? </li></ul><ul><li> </li></ul><ul><li>Anchor Text – Very Important </li></ul>
  24. 24. Sitemaps <ul><li>A site map (or sitemap ) is a list of pages of a web site accessible to crawlers or users. </li></ul><ul><li>You can submit a sitemap to google so it knows what pages to crawl </li></ul>
  25. 25. Onsite Factors’ Summary <ul><li>Page Titles – Unique using Keywords </li></ul><ul><li>Page Description – Unique using Keywords </li></ul><ul><li>Url/Page Address – SEF using keywords </li></ul><ul><li>Content – Compelling and unique </li></ul><ul><li>Keyword Density - > 15% </li></ul><ul><li>Keywords Tags – Used for Yahoo </li></ul><ul><li>Alt tags – Use with images / don’t put text in images </li></ul><ul><li>Headers Tags – Used to structure the importance of your content </li></ul><ul><li>(On Page) Link Text – Use Keywords </li></ul><ul><li>Site Map – Submit to Google </li></ul>
  26. 26. Offsite Optimisation
  27. 27. Offsite Factors to Consider <ul><li>External Links </li></ul><ul><li>Keyword Analysis </li></ul><ul><li>Competitor Analysis </li></ul><ul><li>Link Building </li></ul><ul><ul><li>Directory Submissions </li></ul></ul><ul><ul><li>Article Marketing </li></ul></ul><ul><ul><li>Blogging/Link Bait </li></ul></ul><ul><ul><li>Clients/Contacts </li></ul></ul>
  28. 28. External Links – Most Important Aspect of SEO <ul><li>Google uses external links to determine ranking position </li></ul><ul><li>Links from Relevant/Related websites </li></ul><ul><li>Google uses link anchor text to determine ranking </li></ul><ul><li>Not all links are equal – PageRank </li></ul>
  29. 29. Keyword Analysis <ul><li>Determines what words get the most searches </li></ul><ul><li>Tools to use: </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><ul><li>Yahoo Overture </li></ul></ul><ul><ul><li>Goodkeywords </li></ul></ul>
  30. 30. Keyword Analysis Example
  31. 31. Competitor Analysis <ul><li>See what they are doing to obtain high rankings </li></ul><ul><li>Identify Competitor Relationships </li></ul><ul><li>Obtain a list of links to recreate </li></ul><ul><li>Tool used: </li></ul><ul><ul><li>Yahoo Site Explorer </li></ul></ul>
  32. 32. Google Search – Keyword “Cleaning”
  33. 33. Analysis No. Of External Links List of Links
  34. 34. Link Analysis Link Anchor Text
  35. 35. Link Building <ul><li>Recreate your competitors links </li></ul><ul><li>Get links from clients/contacts </li></ul><ul><li>Ask for links </li></ul><ul><li>Directory Submissions </li></ul><ul><li>Article Marketing </li></ul><ul><li>Blog Comments </li></ul><ul><li>Forum Signatures </li></ul><ul><li>Social Media </li></ul>
  36. 36. Offsite Summary <ul><li>External links – The most important aspect of SEO </li></ul><ul><li>Keyword Analysis – Words that get the most searches </li></ul><ul><li>Competitor Analysis – Competitors’ Links </li></ul><ul><li>Link Building – Ongoing link building to improve your rankings </li></ul>
  37. 37. If you implement everything I’ve talked about you will improve your search engine rankings, which will increase traffic to your website, which in turn will boost sales!
  38. 38. Questions ? <ul><li>Give me a shout.. </li></ul><ul><li>Ciarán Norris </li></ul><ul><li>[email_address] </li></ul>-bast- on flickr Questions
  39. 39. Contact Me [email_address] 085-1590907 Twitter : @attitudeire