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Search Engine Optimisation for Small Business


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The 5th in a series of 6 workshops helping small businesses and start ups leverage online marketing to maximise their business growth.

In this presentation we cover SEO for small business.

These workshops are being held at The Pennoyer Centre, Station Rd, Pulham St Mary IP21 4QT and you can find out more details here:

Published in: Business, Technology
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Search Engine Optimisation for Small Business

  1. 1. Search Engine Optimisation for Small Businesses
  2. 2. Why We Focus on Google 1. Google accounts for 89% of search traffic. 2. Bing accounts for 6% of search traffic. 3. Yahoo! accounts for 2.5% of search traffic. 4. Ask Jeeves accounts for 0.6% of search traffic. 5. Conduit accounts for 0.5% of search traffic. A 1st position in Google's search results receives 18.2% of all click-through traffic. 2nd position receives 10.1% of the traffic 3rd 7.2% of the traffic 4th 4.8% of the traffic all others are under 2% The total average clicks for first ten results were 52.32% of the overall traffic in Google, based on this study.
  3. 3. How Google Ranks Your Site  Over 200 factors  Some of the key ones:  On page technical  On page content  Other technical  Locality  Links  Authority?
  4. 4. Pandas & Penguins
  5. 5. Panda  Released 2011  Punishes “low quality” and “thin sites’  Continually updated
  6. 6. Avoiding a Panda Penalty 1.  Would you trust the information presented in this article?  Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?  Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?  Would you be comfortable giving your credit card information to this site?  Does this article have spelling, stylistic, or factual errors?  Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?  Does the article provide original content or information, original reporting, original research, or original analysis?  Does the page provide substantial value when compared to other pages in search results?  How much quality control is done on content?  Does the article describe both sides of a story?  Is the site a recognized authority on its topic?
  7. 7. Avoiding a Panda Penalty 2.  Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?  Was the article edited well, or does it appear sloppy or hastily produced?  For a health related query, would you trust information from this site?  Would you recognize this site as an authoritative source when mentioned by name?  Does this article provide a complete or comprehensive description of the topic?  Does this article contain insightful analysis or interesting information that is beyond obvious?  Is this the sort of page you’d want to bookmark, share with a friend, or recommend?  Does this article have an excessive amount of ads that distract from or interfere with the main content?  Would you expect to see this article in a printed magazine, encyclopedia or book?  Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?  Are the pages produced with great care and attention to detail vs. less attention to detail?  Would users complain when they see pages from this site?
  8. 8. Penguin  Released 2012  Punishes:  Keyword stuffing  Cloaking  Deliberate duplicate content  Link building schemes
  9. 9. Avoiding a Penguin Penalty Don’t do any of the stuff in the previous slide!
  10. 10. Keyword Research  Google Keywords Tool  Exact Match  Local Monthly Searches  Competition  Other ideas  Ubersuggest  Competitor sites  Your own analytics
  11. 11. The Anatomy of A Web Page
  12. 12. Under the Skin <!DOCTYPE html> <html> <head> <title>Title of the document</title> <meta name="Description" content=”Type a description here…" /> </head> <body> The content of the document...... </body> </html>
  13. 13. The “Perfect” Page A guide only!
  14. 14. Source:
  15. 15. Link Building
  16. 16. What’s A Link Worth?  Follow, No-follow, Internal & External  The more natural the better  Ask customers & suppliers  Write really good content  Write great content for others  Take part in online communities & discussions  Get known as an authority online
  17. 17. Dispelling Some Myths  Keywords Stuffing  Submission Services  Meta tags
  18. 18. Measuring the Results
  19. 19. Tools  Google Analytics  Google Webmaster Tools  Advanced:
  20. 20. Remember: SEO takes time, patience & consistency.
  21. 21. @SeanClark Thank You Ltd. “Enabling businesses to leverage the power of the web.” 01379 330330