Marie Stopes International                       Keyword targeting workshop for the                         Content Implem...
Today’s agendaSession	  	                                 Objec,ves:	  by	  the	  end	  of	  the	  session,	              ...
IntroductionsMe?                                                                                                         S...
Overview of SEO                What are relevance and authority and why do they matter?27 April 2012                Keywor...
How do search engines work?Retrieve	  &	                            Process	                                       Index	 ...
The Wisdom of Crowds •    Historically, Google’s success over other search engines came from an approach      used in acad...
h.p://www.slideshare.net/randfish/10-­‐steps-­‐to-­‐great-­‐seo-­‐infusioncon-­‐2011	  27 April 2012   Keyword targeting wo...
Introduction to keyword                       targeting27 April 2012        Keyword targeting workshop                    ...
Relevance and ‘keyword targeting’Factor                               Best practiceContent direction                    • ...
The acid test of keyword targetingFor every element•  Does it read well?•  It is genuine / truthful / authentic / helpful ...
Review of example web pages27 April 2012   Keyword targeting workshop                                www.cicada-online.com...
Review of example web pages•      http://msi.siteanvil.net/what-we-do/family-planning/chinas-premier-wen-says-       corru...
BREAK27 April 2012   Keyword targeting workshop                                www.cicada-online.com                © Copy...
Keyword targeting exercise1.  Create a new page using the CMS2.  Implement content from a text file - such as MS Word, or w...
Questions?Further reading•  Page titles and meta-descriptions – best practice         –  http://www.seomoz.org/learn-seo/t...
Thank you.Ned WellsDirectorCicada Online LtdHamilton House1B Howard StreetOxford OX4 3AYE: ned@cicada-online.comT: 07813 8...
Upcoming SlideShare
Loading in …5
×

MSI-keyword-targeting-workshop

1,515 views

Published on

SEO keyword targeting workshop for UK charity

Published in: Business, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,515
On SlideShare
0
From Embeds
0
Number of Embeds
746
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

MSI-keyword-targeting-workshop

  1. 1. Marie Stopes International Keyword targeting workshop for the Content Implementation team27th April 2012 27 April 2012 Keyword targeting workshop www.cicada-online.com www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  2. 2. Today’s agendaSession     Objec,ves:  by  the  end  of  the  session,   Dura,on     Timings     delegates  will:  Introduc)ons  &  se.ling  in   10  mins   10:00  to  10:10  1.  Overview  of  SEO   …  understand  what  ‘Relevance’  and  ‘Authority’   15  mins   10:10  to  10:25   mean,  in  SEO  parlance  2.  Introduc)on  to  keyword   …  understand  the  essen)al  components  of   15  mins   10:25  to  10:40   targe)ng   keyword  targe)ng  3.  Review  of  example  web-­‐ …  understand  what  a  ‘good’  or  ‘bad’  or   15  mins   10:40  to  10:55   pages   ‘indifferent  webpage  looks  like,  in  terms  of  on-­‐ page  SEO   BREAK   15  mins   10:55  to  11:10  4.  Keyword  targe)ng  exercise     …  have  created  a  web-­‐page  on  the  MSI   60  mins   11:10  to  12:10   development  site,  and  ’keyword  targeted’  it  for   search  engines  5.  Ques)ons  ,  ideas  for   10  mins   12:10  to  12:20   further  reading  Close     TOTAL:   2  hours  20  mins   27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  3. 3. IntroductionsMe? Some of our charity clients -•  MD of Cicada Online, an SEO & CRO business based in Oxford –  Clients include charities, Trade Associations, businesses•  Father of two, keen cook, went to Yorkshire for EasterYou? 27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  4. 4. Overview of SEO What are relevance and authority and why do they matter?27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  5. 5. How do search engines work?Retrieve  &   Process   Index  &  rank   Display    store  Search  engine   Once  stored,  your  source   Google  then  creates  a  list  ‘spiders’  (google’s  spider   code  is  then  separated  into   of  words  which  have  is  called  ‘googlebot’)   content  and  structure   URLs  associated  with  crawl  their  way  around     them  the  source  code  of  your   Computer  programs  then   •  Priori)sed  by  web  pages,  and  places  it   figure  out:   Relevance  &  Authority  into  storage   •  what  content  is  related   to  what  on  a  page   •  what’s  important   27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  6. 6. The Wisdom of Crowds •  Historically, Google’s success over other search engines came from an approach used in academic publications – citations •  The quality of a webpage is judged according to: –  The Relevance of a page to a search term •  More on that in a moment… –  The Authority of a page amongst all the other possibly relevant web pages •  The relevance, quality and quantity of inbound links –  Together, these are called Reputation –  The Reputation of other sites linking to your site •  The algorithm that governs Reputation is, we believe, hordigously complicated, and considers hundreds of different factors –  We know what a lot of these factors are •  Here’s one of many lists considered to be quite accurate http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm –  We know something about the weighting applied to each factor, but…. –  Google changes the weighting quite regularly, and occasionally introduces new factors27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  7. 7. h.p://www.slideshare.net/randfish/10-­‐steps-­‐to-­‐great-­‐seo-­‐infusioncon-­‐2011  27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  8. 8. Introduction to keyword targeting27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  9. 9. Relevance and ‘keyword targeting’Factor Best practiceContent direction •  Pages written around a single subject ✓Content quantity •  Sufficient content for search engines to identify what it’s about ✓ •  300 words minimum, according to some sourcesTitle tag •  Less than 70 characters X •  Most important keywords at the front •  Take out stop words where you can •  Leading Upper Case, keywords separated by | •  Check what it looks like in the search resultsMeta description •  About 155 characters ✓ •  Make it welcoming •  Check what it looks like in the search results<h> tag •  Include keywords if at all possible XLinks and anchor text Help your reader, and search engines, by: ✓ •  Using descriptive anchor text •  Linking out to useful, authoritative, reference sites •  Link internally to related pagesURL •  Include keywords and be descriptive X •  Take out stop words where you can •  Use all lower case •  Separate-words-with-hyphens_not_underscores%&20or%&20spacesImage Alt text •  Used by visually impaired people, and by search engines ✓ •  Describes the imageImage file 2012 27 April names Keyword• targeting workshop X Describe the image www.cicada-online.com •  Use-hyphens © Copyright 2012 Cicada Online Ltd. All rights reserved
  10. 10. The acid test of keyword targetingFor every element•  Does it read well?•  It is genuine / truthful / authentic / helpful in some way?And try to… And never…•  Make it unique to the page •  Stuff with keywords•  Put keywords towards the front •  Link for the sake of linking •  Change the meaning of the content to accommodate a targeting element, or a perceived search engine need 27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  11. 11. Review of example web pages27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  12. 12. Review of example web pages•  http://msi.siteanvil.net/what-we-do/family-planning/chinas-premier-wen-says- corruption-greatest-threat•  confidential http://msi.siteanvil.net/what-we-do/maternal-health/uk-drought-until- christmas-environment-agency 27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  13. 13. BREAK27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  14. 14. Keyword targeting exercise1.  Create a new page using the CMS2.  Implement content from a text file - such as MS Word, or whatever format it would normally be supplied in3.  Create a heading <h1> and sub-headings <h2>, <h3> if necessary4.  Upload an image from a network-shared folder or the desktop5.  Implement the image to the page, and specify the alt text6.  Create keyword rich links within the body text7.  Create a page-title and meta-description8.  Check the URL is properly formatted9.  Preview the page on the front end 27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  15. 15. Questions?Further reading•  Page titles and meta-descriptions – best practice –  http://www.seomoz.org/learn-seo/title-tag –  http://www.seomoz.org/learn-seo/meta-description•  Digital marketing strategy –  http://www.smartinsights.com/ –  http://www.cicada-online.com/blog•  Books – easy reading –  “50 ways to make Google love your website”, by Johnston & McGee•  Books – in depth –  “The Art of SEO”, by Engle, Spencer, Fishkin & Stricchiola –  “Search Engine Optimisation Secrets”, by Danny Dover 27 April 2012 Keyword targeting workshop www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved
  16. 16. Thank you.Ned WellsDirectorCicada Online LtdHamilton House1B Howard StreetOxford OX4 3AYE: ned@cicada-online.comT: 07813 894 341For further information about Cicada Onlinevisit our website at www.cicada-online.com 27 April 2012 Keyword targeting workshop www.cicada-online.com www.cicada-online.com © Copyright 2012 Cicada Online Ltd. All rights reserved

×