SEO & Why it kicks Ass


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Presentation delivered at Manchester Metropolitan University to web design/development students. Providing a general overview of SEO and our approach at PushON.

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SEO & Why it kicks Ass

  1. 1. SEO & Why it Kicks Ass Friday, 26 December 2010 at Manchester Metropolitan University QuickTime™ and a decompressor are needed to see this picture.
  2. 2. Hey, I’m Mark  Search Marketing Consultant for PushON  Specialise in paid and organic search  Worked on a number of award winning marketing campaigns  Digital enthusiast! Twitter: djmayne2001 Linkedin: Mark Mayne Website: PushON
  3. 3. What We Will Cover  The Search Landscape  How Search Engines Work  How to Optimise Your Website  Promoting Your Website  Why Become an SEO
  4. 4. The Search Landscape
  5. 5. The Rise of Search
  6. 6. Global Search Share
  7. 7. How it Looks in the UK Data from Hitwise
  8. 8. How is Search Changing
  9. 9. Real Time Search
  10. 10. Personalised Search Google tracks your browsing history Serves results based on previous search history and preferences An aspect of search that Google is actively pushing
  11. 11. Local Search
  12. 12. Mobile Search Rapidly growing sector that allows users to have a wealth of information right at their finger tips.
  13. 13. How Search Engines Work
  14. 14. Search Engine Spiders A search engine spider is an automated program that reads web pages and follows links to other pages within the site.
  15. 15. Building an Index Once a spider has crawled a page it records various bits of data about it.
  16. 16. Delivering Relevant Results
  17. 17. How to Optimise A Website
  18. 18. SEO Process
  19. 19. Optimise Your Code
  20. 20. What to look for Hidden text Inline Styling & JavaScript Menu implementation Coding techniques used - Frames, Flash Presence of Sitemaps SEO friendly URLs Custom 404 Pages Header Tags Meta Data
  21. 21. Optimise Your Content
  22. 22. Content Strategies Optimize Existing Content: Develop New Content:
  23. 23. Optimise Your Connections
  24. 24. Partners & Link Building Correlation between rankings and link acquisition - Build a natural link profiles - Quality of links over Quantity of links - Find ways to get links that your competitors can’t - Use existing business partnerships and relationships - Develop link worthy content
  25. 25. Optimise for Conversion
  26. 26. Improve Conversions - Review the ways in which users can make bookings, purchases or sign up for a newsletter. - Long signup forms, long checkout process, broken links and lack of trust. - Continual improvement to conversion rate - Split testing, don’t make assumptions Source: stayonsearch
  27. 27. Promoting Your Website
  28. 28. Social Media
  29. 29. Link Building - Directories - Guest Posts - Article Marketing - Online PR - Business Partners - Link bait Source: seogo
  30. 30. Paid Advertising
  31. 31. Why Become an SEO
  32. 32. The Women?????
  33. 33. Maybe Not….. But Why Become One Great community here in Manchester - Regular events, football & more It’s a relatively New industry Never the Same, changes almost daily Competitive Nature Informal approach Get paid to surf the internet! SEO’s hold a certain amount of POWER! (BD Recruitment example)
  34. 34. BD Recruitment
  35. 35. Take Away Points!  Twitter for Job Search in Digital Sector  Setup your own Blog  Come along to industry events  Setup numerous sites and test different theory’s  Things never stay the same!