The document provides an introduction to search engine optimization (SEO), explaining its importance for increasing a website's visibility on search engines like Google. It outlines key strategies for successful SEO, including creating searchable content, using relevant keywords, and building inbound and outbound links. Additionally, the document briefly discusses search engine marketing (SEM), highlighting the differences between paid and natural search listings.

1. Search Engine
Optimisation
(SEO)
A simple introduction

2. What is SEO?
It is the way of writing online to ensure your website comes as
high as possible in Google (or any other search engine) rankings.
Your Website Here

3. SEO Benefits
It means when people are actively looking for you or something
relevant to your company you will appear in their results
• Targeted/Contextual
• Pull advertising
• On 24/7
• Indefinite shelf life
• Time is the only cost
• Active customers
• Nimble

4. SEO isn’t magic or voodoo…
Customers are searching,
Pain relief?
SEO directs them…
• SEO is visibility for your website through a few simple,
disciplined practices…..

5. 3 Keys to successful SEO

6. Let’s look at each area in turn

7. Can see
…your website?
Flash sites are not ‘visible’ to Google – websites need to be built
with searchable content in mind from the start.
If they are beautiful but not searchable there is a much less
chance of new people finding you.

8. 3 Keys to successful SEO

9. Google’s spiders crawl the web looking
for new content
Regular refreshed content improves page rank

10. 3 Keys of SEO

11. Links connect one website
to another
Inbound and outbound links improve page rank

12. Search Engines read keywords
You see…
sees…

13. Search Engines read keywords
Behind the words and pictures Google reads the tags and copy.
You can see from the example before, CNN uses it’s brand site
(CNN.com) as high currency ensuring that anyone who searches
for CNN would be served the correct page.
Again the example shows that ‘news’ is the next most valued
word for CNN being used 11 times in the copy shown above –
and not just as a single word but covering off variants and so a
multiple of news searches – breaking news. Video news, U.S.
news, world news etc etc

14. How does Google work out who comes
where in the natural search listings?
4/10
Google grades your web pages and displays them in grade order
• “Page” – not website
• “Rank” – not score
• Higher Rank beats quantity and brings you higher in the search
results list

15. How do I get a higher ranking?
Create Content
• Demonstrate expertise
• Solve buyer problems
• Generate yourself
• Targeted Then turn your content
• Syndicate Material into Links
• Be relevant • The lifeblood of SEO
• Keywords • Links “vouch” for your website
• Quality over quantity
• Increase Pagerank
• Drives traffic

16. Essential tips and tricks:
Use keyword-rich anchor text, these are read by Google so make
them relevant and work for you
Incorrect:
• Would you like to buy a pain reliever? Click Here
Correct:
• Would you like to buy pain reliever?

17. Essential tips and tricks:
• Create fresh, original content - regularly
• Easy to navigate and treat every page as a landing page
• Make it easy for people to find everything from everywhere
(not only one path through the site)
• Find other where people are discussing your product/service
and join the conversation. Comment, discuss, question – get involved

18. Create ownable
search terms
Rather than buying or creating generic search terms,
create urls that are specific to you and your product.
Gives a much higher probability that someone
searching would have your name and site right at the
top of their results

22. What is Search Engine Marketing?
It is the process of paying to be listed on certain search terms (as
opposed to natural search which is what we were discussing
before).
This can either happen as keywords payment or through
sponsored links.
Sponsored links appear at the top of the search results pages in
the tinted area above natural search results.
Keywords are displayed to the right of the results page (we will
cover this later in the presentation)

23. What is Search Engine Marketing?
Paying to
be here

24. Keyword searches
Anyone can bid or buy specific keywords – these appear in a
separate area on the results screen

25. Where do people click?
SEM 20%
SEM
SEO 70% 10%

26. FIN

27. Who am I?
Becky McOwen-Wilson
Creative Director
Geronimo
www.geronimo.co.uk
@BeckyMcB
With thanks to
Eaon Pritchard
Head of Digital
Geronimo