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Seo - The Essentials
The document discusses the essentials of SEO and provides tips for optimizing a website. It recommends choosing relevant keywords that potential customers use and using them properly in page titles, descriptions, URLs, headings and body text. Other tips include ensuring the website is crawlable, using semantic HTML, optimizing title tags and main headings with keywords, and creating high-quality content with good grammar, images, and useful information. The overall message is that SEO has little to do with links and is more about optimizing a website and content for search engines and users.
Seo - The Essentials
- 1. SEO – TheEssentials It has very little to do with links! Craig Murray Halma PR Services Halma Marketing Event - 19 June 2013 1
- 2. I have veryfew links… Halma Marketing Event - 19 June 2013 2
- 3. 1. Choose yourKeywords Q. What phrases do you want to rank for? A. The ones potential customers are using. Halma Marketing Event - 19 June 2013 3
- 4. Who is this? HalmaMarketing Event - 19 June 2013 4
- 5. What is this? HalmaMarketing Event - 19 June 2013 5
- 6. What are these? HalmaMarketing Event - 19 June 2013 6
- 7. Competing phrases Halma MarketingEvent - 19 June 2013 7
- 8. Keyword Tool https://adwords.google.com/o/KeywordTool Halma MarketingEvent - 19 June 2013 8
- 9. Aim for: • Relevantto your business • Popular search terms • Low competition (although this is less important) Halma Marketing Event - 19 June 2013 9
- 10. Google Analytics www.google.com/analytics/ Halma MarketingEvent - 19 June 2013 10
- 11. Google Webmaster Tools www.google.com/webmasters/tools/ HalmaMarketing Event - 19 June 2013 11
- 12. Other resources Autocomplete Relatedsearches Halma Marketing Event - 19 June 2013 12
- 13. 2. Use Keywordsproperly 1. Use them 2. Don’t overuse them Halma Marketing Event - 19 June 2013 13
- 14. You must actuallyuse your keywords… Halma Marketing Event - 19 June 2013 14
- 15. Very simple rule… Specificterm generic term e.g. Vantage Plus LED indirect ophthalmoscope Halma Marketing Event - 19 June 2013 15
- 16. Where to usethem? • Meta data – Title – Description • URL • On page – Headings – Body text – Anchor text (the text of a link) – Image ‘alt’ attribute Halma Marketing Event - 19 June 2013 16
- 17. Do not overusekeywords We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com. Halma Marketing Event - 19 June 2013 17
- 18. 3. Ensure yourwebsite is optimised 1. Search engines want to return quality sites 2. It must be crawlable 3. Code should be used properly (semantic HTML) 4. You will be 80% of the way to having a quality site Halma Marketing Event - 19 June 2013 18
- 19. Check your siteis being indexed Search for site:www.example.com Halma Marketing Event - 19 June 2013 19
- 20. Check your siteis easy to navigate • Simple navigation – text preferable • Breadcrumbs Halma Marketing Event - 19 June 2013 20
- 21. Use a robots.txtfile to stop irrelevant directories being indexed Halma Marketing Event - 19 June 2013 21 User-agent: * Disallow: /admin/ Disallow: /images/
- 22. Enforce either… www.example.com orexample.com Halma Marketing Event - 19 June 2013 22
- 23. Check your metadata (in head section) Halma Marketing Event - 19 June 2013 23 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
- 24. 1. Title tagis THE MOST IMPORTANT thing to optimise Halma Marketing Event - 19 June 2013 24
- 25. You see hundredsof them every day. Search engines rate the title tag very highly Halma Marketing Event - 19 June 2013 25
- 26. Title tag checklist •Different for every page • Between 50 – 70 characters • Contains keywords for that page at the start • Put company name at the end Halma Marketing Event - 19 June 2013 26
- 27. If you takeonly one thing away… OPTIMISE YOUR TITLE TAGS Halma Marketing Event - 19 June 2013 27
- 28. 2. Description metatag Halma Marketing Event - 19 June 2013 28 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
- 29. Description tag checklist •Different for every page • About 150 characters • Contains more keywords for that page • Call to action/advert Halma Marketing Event - 19 June 2013 29
- 30. If you don’thave a description… Halma Marketing Event - 19 June 2013 30
- 31. 3. Keywords metatag Halma Marketing Event - 19 June 2013 31 <head> <title>…</title> <meta name=“description” content=“…” /> <meta name=“keywords” content=“…”/> </head> <body> ...
- 32. Keywords tag checklist •Google ignores it • May be useful for Bing and Baidu • List keywords for that page • Don’t spam it with hundreds of keywords Halma Marketing Event - 19 June 2013 32
- 33. Check your URLs •Use keywords, not /index.php?page=154 • Use dashes as separators • Should be similar to page title • Don’t spam with keywords www.alicat.com/products/gas-flow/mass-flow-meters/ Halma Marketing Event - 19 June 2013 33
- 34. Check your bodycontent Use semantic HTML Halma Marketing Event - 19 June 2013 34
- 35. Headings: almost asimportant as Title for SEO • Use keywords • Main page heading should be in <h1> tags • Only one <h1> heading – do not use for logo • Use <h2> tags for sub-headings Halma Marketing Event - 19 June 2013 35
- 36. Second thing totake away… OPTIMISE YOUR MAIN HEADINGS Halma Marketing Event - 19 June 2013 36
- 37. Body text • Donot stuff with keywords. Must read well. • Use <p> tags for paragraphs • Use <em> tags for italics • Use <strong> tags to bold text • Use <ul> tags to create bullet points • Use <ol> tags to create numbered lists Halma Marketing Event - 19 June 2013 37
- 38. Anchor text (thetext of links on the page) • Do not use “Click here” • Be descriptive • Use keywords More about trapped key interlocks. Halma Marketing Event - 19 June 2013 38
- 39. Images • Memory sizemust be as small as possible • Use the alt attribute • Be descriptive • Use keywords • Don’t spam – must read well <img src=“…” alt=“Christian Bale as Bruce Wayne, the Batman, in The Dark Knight Rises” /> Halma Marketing Event - 19 June 2013 39
- 40. 4. Create QUALITYcontent 1. The search engines want to provide users with high quality results 2. People will link to it and share it Halma Marketing Event - 19 June 2013 40
- 41. How do thesearch engines determine quality? • Was based primarily on links • Now based on over 200 factors Halma Marketing Event - 19 June 2013 41
- 42. Content should bewell written • Good grammar and spelling • Make it readable – Short sentences – Short paragraphs – Use headings – Use bullet points Halma Marketing Event - 19 June 2013 42
- 43. Be interesting /answer questions Halma Marketing Event - 19 June 2013 43
- 44. Provide useful information/ tutorials / services Halma Marketing Event - 19 June 2013 44
- 45. People love lists HalmaMarketing Event - 19 June 2013 45
- 46. Images and videosrank highly in Google Halma Marketing Event - 19 June 2013 46
- 47. In summary • Usethe keywords your potential customers use • Use them correctly. Don’t overuse. • Title tag and main <h1> heading are most important • Create high quality, well written content Halma Marketing Event - 19 June 2013 47