Participating in the Women in Engineering Day 2009, this presentation covers a high level overview of Search Engine Optimisation (SEO) at that time.

1. Women in Engineering
Global Marathon 2009
Into the Internet: Search
Engine Optimisation
Marie Howell

2. What is Search Engine
Optimisation?
Paid
Organic
Results

4. The Conversion Value Chain
sales

5. Search Engine Optimisation

7. Elements of Optimising
Websites

8. Technical
• Web server configuration
• Domains & IP Addresses
• Technical platform
• Dynamic & static programming
• Hierarchical site structure
• Embedded code
• URL structure
• Google Webmaster Guidelines

9. User Behaviour
Source: Enquiro Eye Tracking Studies

10. User Behaviour: Blended
Search
Source: Enquiro Eye Tracking Studies

11. On Page Elements
HTML was designed as a tool to publish academic papers to the internet.
Those design constraints are replicated in the Search Engines view of HTML
and how they treat it and, therefore, this also impacts on ranking:
© M Howell 2008

12. Authority
“…the world can be seen as only connections,
nothing else… a piece of information is really
defined only by what it’s related to, and how it’s
related. There really is little else to meaning.
The structure is everything.”
Sir Tim Berners-Lee

13. Authority
“…the world can be seen as only connections,
nothing else… a piece of information is really
defined only by what it’s related to, and how it’s
related. There really is little else to meaning.
The structure is everything.”
Sir Tim Berners-Lee

14. Skills
• Technical: Coding / Analysis
• Research
• information retrieval
• Critical thinking
• Logic & reasoning
• Planning & Strategising
• Testing & analysing
• Effective Communication

15. Women in Engineering
Global Marathon 2009
Into the Internet: Search
Engine Optimisation
Marie Howell