search engine optimisation


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slide show talking about search engine optimisation and how to improve your web site's rankings.

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search engine optimisation

  1. 1. An introduction to natural search engine results Using the Internet to win new business…
  2. 2. The importance of Google rankings: “ Of a total number of 61 billion searches worldwide. Google rank as the top worldwide search property in August 2007 with 37.1 billion searches conducted. Of that total number, 31 billion occurred at the Google search engine and 5 billion occurred at (Google owned). Yahoo! sites ranked second with 8.5 billion searches in August 2007 1” . 1 http://www. comscore .com/press/release.asp?press=1802 Sponsored links Natural Links
  3. 3. There are two elements that count towards your ranking in Google. 1) The first is how you structure the web page and the information you put on those pages. 2) The second element that helps your website rank well are the web sites that are related to your ‘business offer’ and link to your web pages.
  4. 4. An introduction to natural rankings: <ul><li>Part one: </li></ul><ul><li> - Identifying the right keywords and phrases </li></ul><ul><li> - Adopting a scalable web site structure </li></ul><ul><ul><ul><li>Optimising your web pages </li></ul></ul></ul><ul><li>Part two: </li></ul><ul><li> - Page rank and developing a ‘sticky’ website </li></ul><ul><li> - A brief introduction to Google tools </li></ul>
  5. 5. Keyword selection/research: Browser SEO Plug in ( http://tools.seobook .com/firefox/seo-for- firefox.html) Free tools to estimate web traffic levels and search terms Find out additional information about your competitors Use the free keyword research tools: NB: and are 2 UK/US traffic estimates but associated cost and learning curve <ul><li>List the keywords for each product or service you want to promote </li></ul><ul><li>Use a thesaurus to generate new relate keywords </li></ul><ul><li>Use free tools to look at how competitive and search for those terms are </li></ul>
  6. 6. Google trends: view one keyword against another Keyword search terms Select Countries and regions Select timescale
  7. 7. General keyword selection rules: 1) Target ‘keyword phrases’ rather than key words i.e. ‘mac laptop‘ rather than ‘laptop’ 2) From your keyword lists look for words that will help content flow and is related to your keyword phrase these can ‘qualify’ your keyword phrase i.e. cheap, best, professional, buy. 3) One primary keyword phrase and two or three secondary keyword phrases per page 4) Target the content around the keyword phrase on the page For example: Primary keyword: “mac laptops” Qualifying keywords: best, buy, free, cheap, location Secondary keyword phrase: “buy cheap mac laptops”
  8. 8. Adopting a scalable web site structure: Generic to specific content Internal linking to help drive traffic to related content A scalable site structure
  9. 9. Site structure continued… Create a HTML and XML site map automatically (up to 500 pages):
  10. 10. Google searches for relevance to your ‘search term’ <ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta tag </li></ul><ul><li>URL </li></ul><ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta tag </li></ul><ul><li>URL </li></ul><ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta description </li></ul><ul><li>URL </li></ul>Introducing page structure…
  11. 11. <ul><ul><ul><li><html> </li></ul></ul></ul><ul><ul><ul><li><head> </li></ul></ul></ul><ul><ul><ul><li><title> Ethical SEO company UK - promoting your business online </title> </li></ul></ul></ul><ul><ul><ul><li><meta name=&quot;description&quot; content=&quot;,Ethical SEO company Liverpool, bespoke seo packages helping promote your business online - Liverpool UK &quot; /> </li></ul></ul></ul><ul><ul><ul><li><meta name=&quot;keywords&quot; content=&quot;,ehitcial SOE, seo, ehtical, bespeke seo, bsuiness, promtoins, online, &quot; /> </li></ul></ul></ul><ul><ul><ul><li></head> </li></ul></ul></ul><ul><ul><ul><li><body> </li></ul></ul></ul><ul><ul><ul><li><h1> Ethical SEO company based in Liverpool </h1> </li></ul></ul></ul><ul><ul><ul><li><p> Ethical SEO (Search Engine Optimisation) is e-blueprint's approach to win you more customers by promoting your business online. </p> </li></ul></ul></ul><ul><ul><ul><li><h2> Internet marketing strategies <h2> </li></ul></ul></ul><ul><ul><ul><li><p>etc etc</p> </li></ul></ul></ul><ul><ul><ul><li></body> </li></ul></ul></ul><ul><ul><ul><li></html> </li></ul></ul></ul><ul><ul><ul><li>NB: Don’t load your HTML tags with keywords or phrases it dilutes the page. Aim for a keyword density of approx, 2%-4% </li></ul></ul></ul><ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta tag </li></ul><ul><li>URL </li></ul><ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta tag </li></ul><ul><li>URL </li></ul><ul><li>Google results uses: </li></ul><ul><li>title tag </li></ul><ul><li>meta tag </li></ul><ul><li>URL </li></ul>Introducing HTML page structure:
  12. 12. Part Two: Link building for page rank (The Google toolbar can be download and ‘plugged in’ to your browser: ) “ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves &quot;important&quot; weigh more heavily and help to make other pages &quot;important&quot;.” from
  13. 13. Educational Institutions Industry businesses Social media Blogs/forums/PR articles Related websites Related Directories Building Page rank from inward links:
  14. 14. Part Two: Link building for page rank <ul><li>Stickiness is creating a reason for someone to return to your site? </li></ul><ul><li>- Useful information (about your service and products) </li></ul><ul><li>- A blog on the current industry news </li></ul><ul><li>- A forum for users to discuss topics of interest </li></ul><ul><li>Benefits of a competitive analysis: </li></ul><ul><li>- Quickly ID useful links to gain yourself, either via relate directories/forums/blogs/ newsgroups </li></ul><ul><li>Other relevant and mainstream social media: </li></ul><ul><li>Wiki del.ic.ious, Digg,, Wikipedia, Flickr, Reddit </li></ul><ul><ul><ul><li>Newsvine, StumbleUpon, Technorati, MySpace, Yahoo! Answers, Ma.gnolia </li></ul></ul></ul>
  15. 15. Optimise your site for Google rankings Track your web traffic Part Two: A brief introduction to Google tools: Sign in and out
  16. 16. <ul><li>In summary: </li></ul><ul><li>In general, the knowledge you have about your business and how you can help your customers is your biggest asset. </li></ul><ul><li>Document and structure that information on your website from generic content (window shoppers) to specific content (buyers) </li></ul><ul><li>Make each web page unique and searchable, by structuring it i.e. optimising it </li></ul><ul><li>Develop a reason for people to come back to your web site and in doing so raise the potential of them linking to it </li></ul>
  17. 17. Nick Taylor Director | e-blueprint Address: e-blueprint Ltd, Liverpool Innovation Park, Baird House, Edge lane, Liverpool,L7 9NG t: 0151 231 4757 m: 07843 280 258 i: e: