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Improve your search engine ranking


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Half day course for Business Gateway, Fife on optimizing your website for better search engine rankings.

Published in: Technology, Design
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Improve your search engine ranking

  1. 1. Improve your Search Engine Ranking
  2. 2. WelcomeThis seminar has been created to help you toimprove your website‟s search engineperformance.Presenter Pauline Randall – Florizel Media Ltd
  3. 3. ObjectivesAfter this seminar you will have knowledgeto help you:• Understand how search engines work• Write good copy and meta data• Get listed on major search engines• Source website statistics
  5. 5. Search Engine Optimisation(SEO)Search engine optimization (SEO) is the process ofimproving the visibility of a website or a web page ina search engines "natural" or un-paid ("organic" or"algorithmic") search results.
  6. 6. Marketshare - Globally
  7. 7. Marketshare - UK
  8. 8. Search EnginesSearch engines use software to capture keywords orKey Search Terms that describe your siteYour site‟s ranking will depend on a number of factorsincluding:• The Position of key search terms on the web page• The Frequency that key search terms appear on thepage• The Popularity of the page as ranked by the searchengine
  9. 9. Remember…Never try to game thesystem… Google (andthe rest) will catch youout!
  10. 10. 5 BIGGEST SEO MISTAKESAccording toMatt Cutts of Google
  11. 11. 1. Your website can‟t be crawled
  12. 12. 2. You aren‟t using the right wordsUse the words that people actually use:Not just „Mount Everest elevation‟But also „what is the height of Everest?‟
  13. 13. 3. You‟re focusing too much onlink buildingRemember to market your website in other ways
  14. 14. 4. Bad (or non-existent)Titles and DescriptionsAll pages in a small website, key pages in a large website
  15. 15. 5. Not using Webmaster resources
  17. 17. PaidadvertisingReview sitesGoogle placesresults
  18. 18. PaidadvertisingOrganicresultsPaidadvertising
  19. 19. SEARCH TERMS
  20. 20. What are your Key Search Terms?Successful search engine promotion results from identifying whichkey search terms your prospective visitors will use• What key search terms would your customers use?• What key search terms do your competitors use?Do not repeat key search terms more than 2 or 3 times• Otherwise your site‟s ranking may be penalised or even refused.
  21. 21. Online aids for Key SearchTerms
  23. 23. Optimising your page(every page)• Content is king• Page title• Description• Heading tags – H1, H2 etc• Alt text/image tagging
  24. 24. TitleDescriptionPretty much a waste of time…
  25. 25. Heading tag (H1)Content
  26. 26. Image optimisation playing guitar
  28. 28. It depends…The answer from Google will most likely be:“Whenever your site is crawled and reindexed”Which then leads to the question…“How often is that?”The answer to which is…“It depends…”
  29. 29. Make it easy for thesearch engine(aka Google mainly)1. Up to date content2. Proper tags – Title,Description, Headings –and not the same on everypage!3. Remember to optimiseevery page of your site –not everyone comes via thehome page4. XML sitemap5. Blog!
  30. 30. Getting the most from yourkeywordsYou don‟t have to just deliver keywords in the content:• Site URL – can you include a keyword there?• Page URL – can you include keywords?• Make sure the title tag is descriptive AND contains keywords – no waffle. Anduse a different title tag for each page.• Description – you‟ve less than 200 characters – make them count. Again,different for each page• Keywords in headings – H1, H2, H3 etc• Keywords in body copy – and remember proximity. If „men‟s trousers‟ and„grey‟ are both keywords then having them close will be better – „men‟strousers in grey‟ or „grey, men‟s trousers‟• Keywords in alt text – image of above mentioned trousers with full description
  32. 32. What is Pay Per Click?Pay per click (PPC) (also called cost per click) is an Internetadvertising model used to direct traffic to websites, whereadvertisers pay the publisher (typically a website owner) when thead is clicked. With search engines, advertisers typically bid onkeyword phrases relevant to their target market. Content sitescommonly charge a fixed price per click rather than use a biddingsystem. PPC "display" advertisements are shown on web sites orsearch engine results with related content that have agreed toshow ads.
  33. 33. 3. Listingsordered by costper response, i.e.“bid price” andquality score4. User clicks on listing,providing a sales lead for thebusiness.Payment is only made whenclicked.2. Businesses submit listings:• Using relevant search terms• With titles and descriptions1. User searches
  34. 34. Search „car mechanic Dunfermline‟
  35. 35. Where to do PPC• Google• Facebook• LinkedIn• Bing
  37. 37. Website LinkingWhy would you want links into your website?• To drive traffic to your website• To increase Google PageRank by increasing inbound links• Link quantity not as important as quality – a link from the BBC worthmore than one from the local fish and chip shop• Ensure relevancy – a link from a fish & chip to a furniture store doesn‟tmake sense• Brand building by increasing your site‟s exposure.• Reciprocal links may be required• Don‟t get obsessed by linking – if you‟re producing the right content thelinks will follow• AVOID anyone selling links.•
  38. 38. DirectoriesBe very careful!
  39. 39. Social Media• Facebook• Twitter• LinkedIn• Pinterest• Google +• … and blogging!
  41. 41. Measuring Traffic• Most hosts offer stats package• Find out trends on your site• Popular pages• Profile visitors• Some skill required!
  42. 42. Analytics Terms 1Hits An item downloaded from the webserver. Can be text, an imageetc. A single page will comprise many hits.Page view Number of times a whole page was seen. This figure may bedistorted by visitors hitting „refresh‟ or using the „back‟ button.Visits Number of people who viewed your website. Watch that youranalytics package excludes robots (software from search engineswhich aren‟t real people)Pages per visit Average number of pages a visitor viewsBounce A visitor who arrives on your site, views one page and leaves.Mostly not good.
  43. 43. Analytics Terms 2Time on page/time on site Average of how long visitors stayed on aparticular page or on the whole siteDirect traffic Visitors that typed in your url or came from abookmarked linkReferring sites Other (non-advertising sites) that have sent you trafficOrganic Traffic that has come from search listingsPaid Traffic that has come from advertisingNew visitors/returning First timers or people who have come back.Metric can be distorted if visitors have cleared cookies from theirbrowser as they will be seen as new visitors
  44. 44. Offline MarketingSupports online marketing• Press and radio• All printed material• Business cards• Leaflets/brochures• Posters• Pop-up signs• Email signatures• Roadshows/exhibitions
  45. 45. Summary• Optimise your pages• Choose the best key search terms• Follow guidelines• Use free Google tools• Consider pay per click options• Get links to and from your page• Constantly keep checking where you stand• Offline marketing supports online marketing
  46. 46. Questions?