This document provides an overview of search engine optimization (SEO) best practices. It discusses the importance of content, keywords, updates, and links. Specifically, it recommends choosing relevant keyword phrases and placing them throughout pages on the site. It also stresses the need to regularly create and update content to keep search engines engaged. Additionally, the document outlines strategies for obtaining high-quality external links from other sites through link building campaigns and social media engagement. The overall goal of SEO, according to the document, is to optimize content and keywords while increasing accessibility and links to improve search engine rankings.

1. Understanding Search Engine Optimisation
@cosmickated

2. What is Get up to speed?
• Fully funded business and community support
alongside roll-out of superfast broadband
• Helping to ensure we all make the most out of the
superfast broadband
• Adopt – understand -- exploit
• Delivered by Cosmic Peninsula Consortium

3. What are we doing? Can we help?
• Management and boardroom briefings
• Staff engagement and learning
• Client focussed
– Hands-on Workshops – tablets, smart phones, internet
beginners
– Gadget shows
– Seminars
– Briefings
– Taster sessions
– Signposting to other services

4. Understanding search engines
Cosmic

5. Google Products
• Web search - is only one product
• Image search
• AdWords
• Maps
• Analytics
• Chrome
• Android
• Google +
• Blogger and Trends – 100s of products
http://en.wikipedia.org/wiki/List_of_Google_products

6. Google Search still has market share in UK

7. SERP – what is it?

9. How does Google work?

10. How does web search work?
• Visits – snapshots your content
• Cuts up and indexes it
• Visits other sites
– Tallies up links to your site
• http://www.youtube.com/watch?v=BNHR6IQJGZs

11. What happens when you search?
• Finds all pages indexed for those words
• Decides which ones are most
– Relevant
– Content rich
– Change often
– People think are great

13. What does Google have for you?
• Let’s look at your cache
• Type in your business name
• Click > > Cache
• What about your competitors?

14. Google web search trying to do?
Give its users results of websites that are…
• Relevant
• Content rich
• Change often
• Other people think are great

15. 3 pillars of SEO
Content Updates Links
2. Relevant
1. Content rich 3. Change often
4. Other people
think are great

17. Content & Keywords

18. Keyword selection
• ‘Best places to eat in Taunton’
• ‘Bed and Breakfast Crewkerne’
• ‘Somerset’
• ‘Brown shoes’
• ‘Logs for sale Devon’
How do you know what to choose?

19. • Type into Google
– a phrase where you want to appear
• What appears first? Do you appear?
• How many pages were searched?
• (Competition)

20. Buying Theory
• More detailed search (Narrower)
• More likely to be at point of buying
• Research
• Refine
• Purchase

25. • Digital Radio (2,490,000)
• Roberts Radio (795,000)
• Roberts Radio R250 Red(6,420)
narrow
broad
Less people searching
Less competition
More people searching
More competition
Not very accurate

26. radio
Digital radio
Roberts radio r250 red

27. What are we looking for?
• 2-3 keyword phrases per page
• 15 pages  45 phrases
• 5 pages  15 phrases

28. What are your keyword phrases?? Let’s choose some
now….
How do you decide your phrases?

29. How do we decide our Keywords?
• Brainstorm 10 – 15 phrases of your site
• Brainstorm – seed keywords
• Analytics – any ideas?
• Look at competitor’s sites
• Look at your statistics
• Revise/add using tools
• Select from list

30. Competitive pages
Popularity of searches
How do we decide our keyword phrases?

31. What’s the competition?
• Type a keyword phrase into Google
• Make a note of how many pages are searched (your
competition)
• Are there too many? Try narrowing the search

32. What’s the popularity of the search term?
– adwords.google.com
– Google AdWords … sign up for an account (no credit
card details)
– Type in the keyword phrase…..
– Tools and analysis  Keyword planner – 1st choice

33. Baseline check
• Where are you now in the competition?
• Look up your website in a keyphrase
• OR if big enough…
• Use https://www.serplab.co.uk/serp-check.php
• Note where you currently appear

34. Create your own spreadsheet
Keyword phrase Popularity Competition Baseline check

35. Which ones to use?
• Now look through your list
• Highlight any that are good

36. • Broad – top level pages
• Narrower – middle level pages
• Narrow – product pages

37. Where should they go?

38. Keyword placement
Assign your keywords to your pages
– Not just your home page
– Other pages
How do you then get them in there?
1. In your Text..

41. 2. Product listings

43. 3. Footers

44. 4. In your navigation titles, and inline links

45. In Line Text - Example

46. 5. Image titles
• Image titles
• Alt tags
– Descriptive
– Check your image titles
wedding-venue-devon-car.jpg
Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon

47. 6. As page titles, your meta tags

50. Meta tags
<title>UK store supplying Cupcake Decorations</title>
<meta name="description" content="Cupcake decorations made
from sugar, chocolate and marzipan with cupcake boxes, cupcake
wrappers and cupcake cases a wide selection based in UK.">
<meta name="keywords" content="Sugar Cupcake Decorations,
chocolate cupcake decorations, non edible cupcake decorations,
cupcake wrappers, cupcake cake cases, food pens, edible glitter,
baking cups, cake recipes, cupcake boxes">

52. 7. Domain name
• Useful to have keywords in your domain name
– www.snowdropguesthouse.co.uk
– www.hatherleighweddingvenue.co.uk

53. Create more content
• Content is KING
• More pages = more spider food
• How many pages do you have?

54. How does Google see your site?
site:www.yourdomainname.co.uk
Check out a competitor too

55. Content plan
Can you add new pages?
– History
– Ten tips for …..
– Walks
– Fuller room descriptions
• Pdfs?
– How to find us
– Winning ways …
– Site:www.molevalleyfarmers.com

56. Updates

57. Why?
website website website website
website Website
New News!
Website
New event!
Website
New prices!
Website
New news!

58. Creation of regular new content
• Create a content plan
– New developments – redecoration?
– Promotions
– Regional events and promotions
– Weather forecast (?!)
– Closest beaches/pubs and reviews
– Your thoughts/views in a blog

59. Check your updates
Visit
http://www.archive.org/web/web.php

61. Links
Internal links
External links

62. External Links
YOUR SITE THEIR SITE
YOUR SITE THEIR SITE
Reciprocal link
One-way link

63. PageRank
www.prchecker.info
1
8
10

65. Check your back links
Check your back links
• Links:www.yourdomainname.co.uk
Or
• www.backlinkwatch.com
(NOW Try a competitors too)

66. Link campaign
• Search for directories www.jayde.com
• Business networks
• Suppliers
• Niche directories
• Social media
Include your keywords in the link
Research now and see who can link to you?

68. Link Quality
• Few good quality links are worth MUCH more
than
• Lots of bad quality links
• Check their page rank

69. Generating your own links….
– Blogs
– Review sites
– On-line PR
– Forums
– Twitter
– Networks

70. ‘SEO campaigns should focus on the delivery of
excellent content, optimising this for a breadth
of long tail semantically-related keywords and
ensuring the content is accessible across
devices.’

71. What about Mobile?

72. What about social?
• Onsite elements include:
– Share buttons (like, recommend, tweet, bookmark, etc.)
– Connect buttons (Like a Facebook page, Follow on
Twitter, Follow on LinkedIn, etc.)
– A blog

73. • Offsite elements might include:
– Facebook page
– Twitter account
– LinkedIn company page
– Pinterest account
– YouTube account
– Guest blog posting
– Google Reviews other reviews
– Gives you more inbound links (but don’t add to
PageRank)

76. Summary
• Content and Keywords
– Choose your keywords wisely
– Place them in text, images, titles
• Updates
– Update site regularly
– Create new content
• Links
– Get links FROM quality sites to your
– Create opportunities through Social Media

77. Any questions?
Feedback forms
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