Search Engine Optimisation

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Top tips - Superfast Broadband Project Nottinghamshire

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  • Google .co.uk & .com account for circa 90% of UK search (source www.hitwise.com/datacentre) and Yahoo /Bing for figures quoted. This percentage has stayed fairly constant for several years now. Google is also dominant in many other markets – e.g. Australia, Singapore, Brazil etc.However – Google accounts for around 65% of searches in the USA, Yahoo is the dominant engine in Japan and Yandex.com.ru (Cyrillic logo above) has about 60% of Russian searches. Baidu.com – (from a Chinese poem, it means “Searching for beauty amidst chaos”) has about 95% of People’s Republic of China (PRC) search – amounting to around ½ a Billion users! Google HAD about 30% of PRC Chinese search – but has difficulty with Chinese Government censorship and is currently NOT available through the Chinese Governments “Great Firewall of China” - although occasionally the Chinese Govt does allow access to the Hong Kong version of Google
  • About 6,410,000 results – this is the raw result!)Orange – enquiry – “central heating servicing” – (but without putting in a location)Red– Known as “Organic” or “Natural” results – these are not paid for listing.As you can see, the first group are tied into Google Places (on map) – Shows importance of localisationPurple – other choices e.g. images, maps, shopping & more such as videos, news etc. which you can be found for – e.g. YouTube etc. (Integration of other type of results into the search engine results pages (SERPS))How did Google know to look for this service in Lincoln – the city isn’t mentioned in the search?(Knows what language the query is in, knows that the likely most relevant result for this query will have a local, geographical element, picks up IP address and knows where this is assigned. If logged in, other data used too)This can be absolutely vital if the search happens on a Smartphone – it will ask if you will allow your precise location to be used – so you can be directed to the e.g. pub or restaurant. (Google are constantly experimenting and refining so the look of the screen, and tailoring it to what it knows about the individual searcher if they are logged in – so what is displayed is likely to vary over time. This was browsed without being logged into Google)
  • Not until the bottom of the page does the first “real” organic results show up - and many are for directory listing sites and insurances
  • Main Google listing – showing map to NE Group HQ - the balloon links to Google Places for Business (Also note reviews can be added – good and bad)
  • If you can use BBC iPlayer without too many issues, Cloud Computing services are generally fine – and BBC iPlayer will work at 2Mbs….It’s also important to note the growth of 3G (and now 4G) mobile telephone networks and Wi-Fi hotspots -
  • Search Engine Optimisation

    1. 1. Search Engine Optimisation SEO What is it – and how can my business benefit? John Owens
    2. 2. Agenda • • • • What is SEO? How do Search Engines actually work? SEO Fundamentals What’s the one thing we can do to get better placed in the Search Engine results? • Faster broadband • Questions
    3. 3. What is SEO? • It’s the process of making sure your website is easily visible and understandable to Search Engines such as Google • The more they understand about your business via your website, the more likely your site is to be listed higher on the results page for a relevant search term • Which means that you’ll have more visitors clicking onto your site – and potentially more business
    4. 4. We are here today!
    5. 5. Which Search Engines? = 90% = 2.3% = 4.8% = 60% = 95%
    6. 6. What does it mean?
    7. 7. What does it mean? Bottom of Page 1 for same search term
    8. 8. Your firm…. (Link to Google Places too)
    9. 9. SEO Fundamentals • What visitors are you looking for? • What will potential customers type in? Do they know the technical term for your product, or would they use something else? • Cultural context – pavement/sidewalk, duvet/doona • Review competitor sites, identify relevant words and phrases
    10. 10. SEO Fundamentals • Use (free) Google tools to see which phrases you need to incorporate & are actually being searched for – (the “Google Keyword Tool”) • Build relevant content around them • Optimise EACH page, not just your home page
    11. 11. The one thing…… Title tags
    12. 12. You need to be able to edit your site
    13. 13. Faster broadband • You need good, fast broadband connectivity to benefit your business • Effective web usage is part of this • The Superfast Broadband for Notts project aims to deliver: • 24Mbps to 90% of county • 2 Mbps minimum to the rest • Check at www.speedtest.net
    14. 14. Questions?

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