The document discusses the importance of on-site search engine optimization (SEO) and provides tips for improving a website's visibility in search engines. It recommends optimizing page titles, meta descriptions, images, URLs, internal linking, and content for relevant keywords. The document also advises adding descriptive text to images, redirecting broken links, and avoiding hidden text, cloaking, keyword stuffing, and irrelevant keywords. Above all, it emphasizes having relevant content for user searches and making pages easily crawlable and understandable to search engines.

1. ON-SITE SEO Malcolm Coles, 10/3/2010

2. WHY SEO IS IMPORTANT

3. Why SEO matters

4. What SEO isn’t http://powazek.com/posts/2090

5. What SEO isn’t

6. What SEO isn’t

7. What SEO isn’t

8. SEO is about Working out what people search for Optimising your site and its pages for those terms Getting attention for your website Converting the resulting traffic into customers

9. Why SEO matters Source: http://www.redcardinal.ie/search-engine-optimisation/12-08-2006/clickthrough-analysis-of-aol-datatgz/ Based on some data AOL accidentally released two years ago.

10. Why SEO matters http://research.microsoft.com/~ryenw/papers/ClarkeSIGIR2007.pdf

11. What matters to a search engine Relevancy Trust / authority NOT Accuracy How much money you’ve got

12. What matters to a search engine

13. What search results look like

14. Anatomy of a search page

15. An individual result You can control this You can control this You can control this

16. How you’re doing

17. How do you look in Google?

18. How do you look in Google?

19. How does Google see your site?

23. WHAT YOU NEED TO THINK ABOUT ON YOUR SITE

24. Html titles

25. Make your page titles There’s a bit of HTML called <title>. It’s not the on-page headline, and you can’t actually see it on a webpage. Most web publishing software defaults to “page headline – site name” But it doesn’t always … and you may not want it to. Google pays A LOT of attention to it

26. Celebrity Big Brother

27. Set them!

28. Make your page titles Make your page titles: descriptive, compelling, unique Put the keywords you want to rank for in the title – preferably at the front This is all good for search engines AND for users.

29. Don’t get carried away … X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming Never Mind The Buzzcocks: 3am

30. Think about what people search for

31. Meta descriptions

32. Make meta descriptions compelling There’s a bit of HTML called the meta description. You can’t actually see it on a webpage. It’s the second most important page element you can control for SEO day to day However … it doesn’t help your site rank. It affects clickthrough rates.

34. Make your descriptions Make them: Unique Compelling Descriptive Include the keywords you want to rank for – google will make them bold

35. Images

36. Help Google out Give the image a descriptive file name Use alt text Use a caption

37. Google can’t understand images

38. Don’t be naughty …

39. URLs

40. URLs: how Google organises the web Don’t have the same content on multiple URLs Don’t delete URLs without directing them

41. … not as Google does Google’s SEO report card

42. Don’t be too helpful These all work: http://www.nhs.uk/Conditions/HPV-vaccination/Pages/Introduction.aspx http://www.nhs.uk/conditions/HPV-vaccination/Pages/Introduction.aspx http://www.nhs.uk/ C o N di T io N s/HPV-va C ci N ati O n/Pa G es/Introduction.aspx

43. Redirect broken URLs

44. Internal linking

45. What words do you link with?

46. How important is a page?

47. Content

48. Technologies Beware of Flash Beware of javascript

49. Google doesn’t really like JS …

50. Or Flash, as we’ve seen

51. WHAT NOT TO DO

52. Don’t do any of these things … Hidden text Cloaking Keyword stuffing Irrelevant keywords Get hacked

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56. Welcome to our church! We welcome all worshipers. Daily Mass, 8 am, Monday to Thursday. Communion service at 8 am on Friday. Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am 101 Main Street, 555-4242 CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM

57. To sum up Have the content people are searching for Focus pages on individual search terms. Make it clear what pages are about – to search engines and to searchers Make sure Google can find your content Don’t cheat Then do your off-site SEO

58. @malcolmcoles www.malcolmcoles.co.uk Me