Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Search Engine Optimisation   SEO is about understanding search engines Rob Monaghan – Sales manager Rachel White – Senior ...
SEO   is key. Without it your company doesn’t exist online
SEO focuses on organic results... Organic results FREE Sponsored results PAID Sponsored results PAID SEO affects only the ...
Without SEO you might lose a lot of business … …  because over 90% of the business users tell us their product or service ...
What you need to know about SEO…
<ul><li>Analytics </li></ul><ul><li>Measure your website’s performance </li></ul>
A search engine does three basic  things… 1. Collect 2. Index 3. Rank users Search results
 
How a search engine “collects” websites… <ul><li>The collecting process is also known as “ spidering ” or “ crawling ” </l...
Why should robots find all pages in your site? Every page can be a landing page! 1. Collect
 
Help robots find  all  pages on your site! <ul><li>So, how can you do that? </li></ul><ul><li>Use a clear site structure  ...
Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </...
 
Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </...
 
Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </...
<ul><li>Avoid excessive “scripting” - robots cannot execute it </li></ul><ul><li>Avoid excessive Flash or JavaScript navig...
What you need to know about SEO…
Potential customer searches for your product or service Search engine displays the most relevant results in response to th...
What you need to know about  indexing… <ul><li>Search engines use  words   and  links  to index and rank your website </li...
What key factors affect the page relevance? <ul><li>The  search phrase   the user typed into the search box </li></ul><ul>...
Get external (inbound) links… External links = “votes” from other pages
To get inbound links you must have  great content  on your site… Relevant /useful information?  Content and links to exper...
<ul><li>Analytics </li></ul><ul><li>Measure your website’s performance </li></ul>
 
©  2007 Reed Business  |  2007  |  RB Gezondheidszorg | …  and help you to attract more customers online!
<ul><li>NEXT WEBCAST </li></ul><ul><li>Hints, tips and tools to improve your search engine ranking </li></ul><ul><li>Thurs...
Upcoming SlideShare
Loading in …5
×

Webcast: Introduction to Search Engine Optimisation for Commercial Property Marketers

910 views

Published on

A 15 minute introduction to search engine optimisation using commercial property examples. The webcast will include:

• How a search engine finds your website

• What you can do to help get your website found

• How a search engine ranks your website

• What you can do to get listed higher on a search page

Published in: Real Estate, Technology, Business

Webcast: Introduction to Search Engine Optimisation for Commercial Property Marketers

  1. 1. Search Engine Optimisation SEO is about understanding search engines Rob Monaghan – Sales manager Rachel White – Senior search marketing
  2. 2. SEO is key. Without it your company doesn’t exist online
  3. 3. SEO focuses on organic results... Organic results FREE Sponsored results PAID Sponsored results PAID SEO affects only the organic search results SERPs = Search Engine Results Pages
  4. 4. Without SEO you might lose a lot of business … … because over 90% of the business users tell us their product or service search starts online .
  5. 5. What you need to know about SEO…
  6. 6. <ul><li>Analytics </li></ul><ul><li>Measure your website’s performance </li></ul>
  7. 7. A search engine does three basic things… 1. Collect 2. Index 3. Rank users Search results
  8. 9. How a search engine “collects” websites… <ul><li>The collecting process is also known as “ spidering ” or “ crawling ” </li></ul><ul><li>This is done by software called robots or spiders </li></ul><ul><li>Every search engine uses one or more “robots” or “spiders” (e.g. Google uses “GoogleBot”) </li></ul>1. Collect
  9. 10. Why should robots find all pages in your site? Every page can be a landing page! 1. Collect
  10. 12. Help robots find all pages on your site! <ul><li>So, how can you do that? </li></ul><ul><li>Use a clear site structure </li></ul><ul><ul><li>A clear site structure is easy to crawl </li></ul></ul><ul><li>Get more links to pages on your site </li></ul><ul><ul><li>Both inbound links and links on your site count </li></ul></ul><ul><li>Include a variety of content types on your site </li></ul><ul><ul><li>Different robots find different types of content for different search engine databases </li></ul></ul>1. Collect
  11. 13. Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </li></ul><ul><li>Offer link alternatives for filling out search forms </li></ul><ul><li>Create easy to follow links to all pages </li></ul><ul><li>Performance is crucial – robots hate slow sites </li></ul>1. Collect
  12. 15. Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </li></ul><ul><li>Offer link alternatives for filling out search forms </li></ul><ul><li>Create easy to follow links to all pages </li></ul><ul><li>Performance is crucial – robots hate slow sites </li></ul>1. Collect
  13. 17. Help the robots by using sound site structure… <ul><li>Use an all-content sitemap </li></ul><ul><li>Use HTML navigation </li></ul><ul><li>Offer link alternatives for filling out search forms </li></ul><ul><li>Create easy to follow links to all pages </li></ul><ul><li>Performance is crucial – robots hate slow sites </li></ul>1. Collect
  14. 18. <ul><li>Avoid excessive “scripting” - robots cannot execute it </li></ul><ul><li>Avoid excessive Flash or JavaScript navigation unless you have an HTML alternative </li></ul><ul><li>Avoid web addresses that are difficult to read </li></ul>1. Collect Bad
  15. 19. What you need to know about SEO…
  16. 20. Potential customer searches for your product or service Search engine displays the most relevant results in response to the search YOUR objective: Create pages that are highly relevant to the keywords your customers use
  17. 21. What you need to know about indexing… <ul><li>Search engines use words and links to index and rank your website </li></ul><ul><li>Search engines use words and their frequency and context to help determine what your pages are about </li></ul><ul><li>Sticking to a set of keywords or more commonly a keyphrase makes it easier for the search engines to determine what your site is about </li></ul>2. Index
  18. 22. What key factors affect the page relevance? <ul><li>The search phrase the user typed into the search box </li></ul><ul><li>The keywords on your pages </li></ul><ul><li>The quantity but more importantly the quality of the links to your website </li></ul>Relevance depends on… 3. Rank users Search results
  19. 23. Get external (inbound) links… External links = “votes” from other pages
  20. 24. To get inbound links you must have great content on your site… Relevant /useful information?  Content and links to experts? Helpful pictures/videos? Online tools or services?  Content that gives a competitive advantage?  Needed Products and Services? Blogs, Forums, presence on Social Media?
  21. 25. <ul><li>Analytics </li></ul><ul><li>Measure your website’s performance </li></ul>
  22. 27. ©  2007 Reed Business | 2007 | RB Gezondheidszorg | … and help you to attract more customers online!
  23. 28. <ul><li>NEXT WEBCAST </li></ul><ul><li>Hints, tips and tools to improve your search engine ranking </li></ul><ul><li>Thursday 26 November, 2pm </li></ul><ul><li>http://tinyurl.com/how2seo </li></ul><ul><li>Email: robert.monaghan@rbi.co.uk </li></ul>

×