Seo Presentation

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This presentation by Malcolm Coles covers basic and advanced SEO techniques.
The presentation is part of a workshop series by MiniBar http://www.openbusiness.cc/minibarworkshops/
You can find out more about Malcolm here
http://www.malcolmcoles.co.uk/blog/

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Seo Presentation

  1. 1. ON-SITE SEO Malcolm Coles, 10/3/2010
  2. 2. WHY SEO IS IMPORTANT
  3. 3. Why SEO matters
  4. 4. What SEO isn’t http://powazek.com/posts/2090
  5. 5. What SEO isn’t
  6. 6. What SEO isn’t
  7. 7. What SEO isn’t
  8. 8. SEO is about <ul><li>Working out what people search for </li></ul><ul><li>Optimising your site and its pages for those terms </li></ul><ul><li>Getting attention for your website </li></ul><ul><li>Converting the resulting traffic into customers </li></ul>
  9. 9. Why SEO matters Source: http://www.redcardinal.ie/search-engine-optimisation/12-08-2006/clickthrough-analysis-of-aol-datatgz/ Based on some data AOL accidentally released two years ago.
  10. 10. Why SEO matters http://research.microsoft.com/~ryenw/papers/ClarkeSIGIR2007.pdf
  11. 11. What matters to a search engine <ul><li>Relevancy </li></ul><ul><li>Trust / authority </li></ul><ul><li>NOT </li></ul><ul><li>Accuracy </li></ul><ul><li>How much money you’ve got </li></ul>
  12. 12. What matters to a search engine
  13. 13. What search results look like
  14. 14. Anatomy of a search page
  15. 15. An individual result You can control this You can control this You can control this
  16. 16. How you’re doing
  17. 17. How do you look in Google?
  18. 18. How do you look in Google?
  19. 19. How does Google see your site?
  20. 23. WHAT YOU NEED TO THINK ABOUT ON YOUR SITE
  21. 24. Html titles
  22. 25. Make your page titles <ul><li>There’s a bit of HTML called <title>. </li></ul><ul><li>It’s not the on-page headline, and you can’t actually see it on a webpage. </li></ul><ul><li>Most web publishing software defaults to “page headline – site name” </li></ul><ul><li>But it doesn’t always … and you may not want it to. </li></ul><ul><li>Google pays A LOT of attention to it </li></ul>
  23. 26. Celebrity Big Brother
  24. 27. Set them!
  25. 28. Make your page titles <ul><li>Make your page titles: </li></ul><ul><li>descriptive, </li></ul><ul><li>compelling, </li></ul><ul><li>unique </li></ul><ul><li>Put the keywords you want to rank for in the title – preferably at the front </li></ul><ul><li>This is all good for search engines AND for users. </li></ul>
  26. 29. Don’t get carried away … <ul><li>X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming Never Mind The Buzzcocks: 3am </li></ul>
  27. 30. Think about what people search for
  28. 31. Meta descriptions
  29. 32. Make meta descriptions compelling <ul><li>There’s a bit of HTML called the meta description. </li></ul><ul><li>You can’t actually see it on a webpage. </li></ul><ul><li>It’s the second most important page element you can control for SEO day to day </li></ul><ul><li>However … it doesn’t help your site rank. It affects clickthrough rates. </li></ul>
  30. 34. Make your descriptions <ul><li>Make them: </li></ul><ul><li>Unique </li></ul><ul><li>Compelling </li></ul><ul><li>Descriptive </li></ul><ul><li>Include the keywords you want to rank for – google will make them bold </li></ul>
  31. 35. Images
  32. 36. Help Google out <ul><li>Give the image a descriptive file name </li></ul><ul><li>Use alt text </li></ul><ul><li>Use a caption </li></ul>
  33. 37. Google can’t understand images
  34. 38. Don’t be naughty …
  35. 39. URLs
  36. 40. URLs: how Google organises the web <ul><li>Don’t have the same content on multiple URLs </li></ul><ul><li>Don’t delete URLs without directing them </li></ul>
  37. 41. … not as Google does Google’s SEO report card
  38. 42. Don’t be too helpful <ul><li>These all work: </li></ul><ul><li>http://www.nhs.uk/Conditions/HPV-vaccination/Pages/Introduction.aspx </li></ul><ul><li>http://www.nhs.uk/conditions/HPV-vaccination/Pages/Introduction.aspx </li></ul><ul><li>http://www.nhs.uk/ C o N di T io N s/HPV-va C ci N ati O n/Pa G es/Introduction.aspx </li></ul>
  39. 43. Redirect broken URLs
  40. 44. Internal linking
  41. 45. What words do you link with?
  42. 46. How important is a page?
  43. 47. Content
  44. 48. Technologies <ul><li>Beware of Flash </li></ul><ul><li>Beware of javascript </li></ul>
  45. 49. Google doesn’t really like JS …
  46. 50. Or Flash, as we’ve seen
  47. 51. WHAT NOT TO DO
  48. 52. Don’t do any of these things … <ul><li>Hidden text </li></ul><ul><li>Cloaking </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>Irrelevant keywords </li></ul><ul><li>Get hacked </li></ul>
  49. 55. Welcome to our church! <ul><li>We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242 </li></ul>
  50. 56. Welcome to our church! <ul><li>We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242 CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM </li></ul>
  51. 57. To sum up <ul><li>Have the content people are searching for </li></ul><ul><li>Focus pages on individual search terms. </li></ul><ul><li>Make it clear what pages are about – to search engines and to searchers </li></ul><ul><li>Make sure Google can find your content </li></ul><ul><li>Don’t cheat </li></ul><ul><li>Then do your off-site SEO </li></ul>
  52. 58. <ul><li>@malcolmcoles </li></ul><ul><li>www.malcolmcoles.co.uk </li></ul>Me

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