This document provides an overview of search engine optimization (SEO) and how to optimize a website for SEO. It discusses how search engines work, the importance of organic search traffic, and the on-page and off-page techniques involved in an SEO process. This includes researching keywords, optimizing page content, building internal and external links, analyzing results, and continually improving the site to maintain search engine rankings over time against competing websites. The goal of SEO is to increase organic search traffic and visibility in order to drive more visitors, leads, sales, and revenue for a business.

1. Search Engine
Optimisation
How search engines work and how to optimise a
site for On-page and Off-page SEO for:
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2. Introduction
In this overview of SEO we will look at
• What is Search Engine Optimisation (SEO)?
• The value of SEO
• How Search Engines work
• How to optimise a site for On-page and Off-page SEO
• Some SEO geek speak 
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3. What Is Search Engine Optimisation?
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SEO is the active practice of optimising a web site by
improving internal (onpage) and external (offpage) aspects
in order to increase the traffic the site receives from search
engines.

4. The Value Of SEO
A recent study by Bright Edge across multiple sites found that
organic search drives 51% of all traffic and 40% of revenue for
B2B and B2C websites.
This compared to 10% from paid search and 5% from Social.
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* http://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063

5. Industry Comparisons
This study was broken down even further to examine the traffic
distribution across different industries.
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6. Revenue To Traffic Ratio
When looking at the revenue share organic traffic was the
highest performer across all industries except media and
entertainment.
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7. The Importance Of SEO
As we can see organic traffic is very important to a
business for:
1. Promotion/ Advertising and Brand Awareness
2. Drive Traffic (Drive Users or Customers)
3. Conversions/ Leads/ Sales
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8. What Are Organic Results?
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Organic search
results are the most
relevant ones
according to the
search engine for
that query.
They appear below
the paid search
results.

9. What Search Engines Want
Search Engines are in the business of providing relevant content
to millions of users. Their goal is to provide the most relevant
piece of content to a user in the fastest time possible.
In order to do this they analyse millions of pages against their
algorithms to try and provide that result to the web browser.
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10. How Google Works
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1. Spiders crawl the web and
collect data
2. Pages are “filed” & get
categorised according to
complex algorithms
3. Users search Google
4. Google returns results from
its own database
5. Users click through and visit
the website/s returned from
Google for their search query

11. All Organic Results Are Not Equal
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Given the high value of “Free” Search traffic there is a lot of work
involved to get a website to rank well for key terms these days.

12. SEO Campaign Objectives
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When looking at an SEO campaign we have several goals in
mind:
• Increase & Maintain Search Engine Rankings
• Increase Organic Search Engine Presence
• Increase Number of Visitors through Organic Traffic
• Increase Revenue For The Business

13. The SEO Process
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Research &
Analysis
Site
Structure
Optimise
Pages
Link Building
Analyse
Results
Keep
Improving

14. Research & Analysis
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Our initial SEO audits always begin with a significant
amount of research and analysis before we make any
recommendations.
Keyword
Research
Competitor
Analysis
Site Audit
Recommendations
& Action

15. Structure
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Once we have our keyword research completed then we
can begin the process of building a site structure to fit our
target key terms into.

16. On Site SEO
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On Site or On Page SEO is the practice of creating the best
optimised page for our target key term we can that the
search engines will find relevant for the content on it.
This involves optimising specific areas of the site including:
1. Title Tags
2. Meta data
3. On page content
4. Internal linking
5. Heading tags
6. Schema markup

17. Link Building
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Link Building or Off Page SEO is the practice of building
relevant links into the website and deep links to internal
pages to help them rank.

18. Analyse Rankings & Data
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As our rankings improve we must keep track of both traffic,
rankings and conversions in order to see what is working
well and what is not.
It is also highly important to keep track of any changes that
are carried out and monitor the results in case there is a
drop in rankings or traffic so the effects can be reversed.

19. Client Dashboard - Overview
To facilitate this we bring all your marketing metrics into one
easy to use dashboard that you get access to 24/7
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# Sample sections of data
only from specific areas
SEO Overview

20. Keep Improving
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As we have seen the “Value” of SEO traffic is high and the
race to the top is a continual one.
Search Engines regularly change their algorithms and
competitors will continue to optimise and improve their
rankings as well.

21. SEO Geek Speak
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• 301 Redirect – A message that the URL has moved permanently.
• 404 Server Code – Server cannot find the URL requested
• ALT Text – Also known as alternative text or alt attribute.
• Anchor Text - Words used to link to a page
• Backlinks – All the links pointing at a particular web page
• CPA – Cost Per Acquisition
• CTR – Click-Through Rate
• Deep Linking – Linking that guides to a very specific and relevant
product or category
• Head Terms – Search terms that are short, popular and straightforward
i.e "Red Wine"
• Landing Page – The web page at which a searcher arrives
• Long Tail – Keyword phrases with at least three, sometimes four or
five, words in them
• SERP – Acronym for Search Engine Results Page
• Siloing – Siloing (also known as Theming) is a site architecture
technique
# http://www.sempo.org/?page=glossary

22. Conclusions
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1. Organic Search is a high value traffic source
2. Sites are awarded rankings based on relevancy to the search
term
3. Relevancy is calculated based on algorithm checks for onpage
and off page optimisation
4. By reviewing our competitve set we can understand what it
will take to rank and work towards the goal accordingly
5. Getting good rankings takes time and effort to achive
6. Once achieved rankings need to be maintained against
competitors trying to do the same

23. The End?
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