Search Engine Optimization (SEO) is considered as the foundation of all modern-day communications activity. This short presentation explains how it works and why it is important.

1. A basic explanation of Search Engine Optimization

2. Introduction 80% of all online sessions begin with a search The majority of searches take place via Google Google is seen as an independent information guide by users “We trust search engine results”

3. How it works

4. The “searcher” journey Results Search enquiry Choice made 1 2 3 Options Final Destination The “searcher’ has a need (information) and the search engine adds value to this process by narrowing down results, providing the most relevant and useful options it is aware of

5. Classifying relevant and useful Competition Site DNA ‘On-page’ Keywords Google classifies the relevancy of web content based on a number of criteria – Search Engine Optimization simply involves making single web pages ‘pass’ as many of these criteria as possible.

6. An example The best way to illustrate how SEO works is to take a close look at the search results you are given when you try different combinations on Google. Let’s assume we’re looking for a PR and social media agency in London (remember to keep our three criteria areas in mind). You might start your search with: “PR and social media agency” If you want to get more specific, you might try: “Creative PR and social media agency in London” (Results screen grab follows) Competition Site DNA On-page

7. Returned results

8. How did we get there? Competition Site DNA On-page Conducted an audit to see where the opportunities were e.g. ‘Social media agency’ is very competitive, but adding a word like ‘creative’ makes the field much smaller. Take it a step further by including a location. Note: The best place to feature your desired keyword phrase is in the title of your site / blog. The way each page is constructed is important too. Headings, subtitles, image references, and specific page URLs are all valued very highly by Google – this is where you want to feature your designated keywords. Your site DNA is made up of how easy you make it for Google to ‘crawl’ your pages and how popular it is considered by other websites. This is why having a blog is so important. The more relevant and useful content you produce, the more likely people will link to your content, pushing you up the rankings.

9. Illustrated Hover your mouse above the title tab of the page you are looking at – does it have a description? If it doesn’t. you are making it harder for Google to understand what your site is about.

10. Illustrated Is your blog content relevant, useful and popular? If you can regularly provide information that ticks these boxes, Google will recognise you as an authority and rank you higher in search results.

11. More information

12. For further information: You’ve just experienced a very basic summary of how SEO works. If you’re like to know more, please contact: Adam Vincenzini M / +44 7932 082 124 E / adam@paratuscommunications.com Twitter / @AdamVincenzini