Search Engine Optimisation
About this presentationThis presentation was originally presented as aface to face 2hour training workshop as part of theA...
www.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/t...
Your Name, your  business andwhen was the last time you used a  search engine (Hours ago, Days,     Weeks?)
Overview1.   What is SEO2.   Why it matters to business3.   How search engines work4.   How to optimise your site and cont...
#1 What is   SEO
SEO = Search Engine Optimisation           (or) Search engine opinion.There is no ‘one right answer’ to search – just acol...
#2 Why itmatters to your  business
Consider the internet as amassive ocean
Without visibility in search enginesyou may never be found
It’s time to get aboard the right ship withqualified customers, heading to your island,cashed up ready to spend!
Get FoundGet ClickedGet Business
#3 How Search Engines work(or how google works anyway)
http://www.youtube.com/watch?v=BNHR6IQJGZs
Types of Searchers1. Transactional Searches  Identifying a local business, making a purchase online and     completing a t...
4. How to optimise yoursite and content
What is an Awesome site for search?1.Easy to use, navigate, andunderstand2.Provide direct, actionableinformation relevant ...
1. Fresh, Keyword optimised contenta)   Find your keywordsb)   Research competitionc)   Interrogate your analyticsd)   Use...
Google keyword toolhttps://adwords.google.com/o/KeywordTool
http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
Keyword long tail
2. Page Setupa)   HTML Head Tags – meta tagsb)   URL – Length, keywords, hypensc)   Body Tags - Keyword Repetitions, proxi...
URL StructurePOOR > www.seomoz.org/blog?id=123GOOD> http://www.seomoz.org/blog/google-fresh-factor
YOUR SITE
3. Links + Quality backlinksa) Internal Links - Click-Depthb) Outbound linksc) Inbound links with high Page Rank value
For search engines that crawl the web, links are the streets between pages. Using sophisticated   link analysis, the engin...
• http://www.seomoz.org/blog/external-linking-good-for
Make some link Love (LINK IDEAS)1. Get your customers to link to you.2. Build a company blog. Make it a valuable,   inform...
4. Site Structurea)   Indexable / searchable contentb)   Menu structurec)   Page Structured)   Site map = xml site mape)  ...
5. Off Pagea)   Directory listingsb)   Forums (with rel=dofollow)c)   Social mediad)   Media articles
#5 Measureand Evaluate
• Direct Navigation: Typed in traffic, bookmarks,  email links without tracking codes, etc.• Referral Traffic: From links ...
#6 Things to   Avoid
Things to avoid1.   “Overdoing” SEO2.   Keyword stuffing3.   Trying to cheat the engines4.   Offshore ‘cheap’ SEO services...
#7 Useful  tools
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO.pdf
What’s in our SEO tool kit1.   Google Search engine2.   Google keyword tool3.   Google analytics4.   Google webmaster tool...
SEOMOZhttp://www.seomoz.org/tools
#8 KeepLearning
Free resourceshttp://www.seomoz.org/learn-seohttp://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seohttp...
SEO recap – TO DO LIST1.   Set your objectives2.   Review your site3.   Update site technical bits4.   Improve on page con...
Stay in touchwww.actdigitalenterprise.com.auwww.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww....
Search Engine Optimisation for Business - Threesides Marketing
Search Engine Optimisation for Business - Threesides Marketing
Search Engine Optimisation for Business - Threesides Marketing
Search Engine Optimisation for Business - Threesides Marketing
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Search Engine Optimisation for Business - Threesides Marketing

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Search Engine Optimisation is an important tool in the online marketing tool kit for any business. Understanding how Google works and how to create, publish and structure your content and presence online can make the difference between a successful business and one that fails.

This Presentation aims to share some simple SEO tips that we have learnt at Threesides marketing that we use with our clients on a weekly basis. The presentation was originally made to 23 business owners as part of the ACT Digital Enterprise Training Workshop Series in canberra at the Canberra Business Council. It was presented by Todd Wright.

What's the most important less from this presentation - It's that "good SEO is actually the outcome of a series of marketing activities that are designed to find and keep customers online".

Set your objectives, resource your activities and start today.

Enjoy - Todd.

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Search Engine Optimisation for Business - Threesides Marketing

  1. 1. Search Engine Optimisation
  2. 2. About this presentationThis presentation was originally presented as aface to face 2hour training workshop as part of theACT Digital Enterprise Training workshop series. The session was presented by Todd Wright from Threesides marketing in Canberra.
  3. 3. www.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/threesidespins
  4. 4. Your Name, your business andwhen was the last time you used a search engine (Hours ago, Days, Weeks?)
  5. 5. Overview1. What is SEO2. Why it matters to business3. How search engines work4. How to optimise your site and content5. Measure and evaluate6. Things to avoid7. Useful tools to help you DIY8. Keep learning about SEO
  6. 6. #1 What is SEO
  7. 7. SEO = Search Engine Optimisation (or) Search engine opinion.There is no ‘one right answer’ to search – just acollection of tested, qualified and some timescompletely wrong opinions. Listen, learn and testthese ideas for yourself.
  8. 8. #2 Why itmatters to your business
  9. 9. Consider the internet as amassive ocean
  10. 10. Without visibility in search enginesyou may never be found
  11. 11. It’s time to get aboard the right ship withqualified customers, heading to your island,cashed up ready to spend!
  12. 12. Get FoundGet ClickedGet Business
  13. 13. #3 How Search Engines work(or how google works anyway)
  14. 14. http://www.youtube.com/watch?v=BNHR6IQJGZs
  15. 15. Types of Searchers1. Transactional Searches Identifying a local business, making a purchase online and completing a task.1. Navigational Searches Visiting a pre-determined destination and sourcing the “correct” website URL.1. Informational Searches Researching non-transactional information, getting quick answers and ego-searching.
  16. 16. 4. How to optimise yoursite and content
  17. 17. What is an Awesome site for search?1.Easy to use, navigate, andunderstand2.Provide direct, actionableinformation relevant to the searchquery3.Professionally designed andaccessible to modern browsers4.Deliver high quality, legitimate,credible content
  18. 18. 1. Fresh, Keyword optimised contenta) Find your keywordsb) Research competitionc) Interrogate your analyticsd) Use tools to discover new onese) Use them in your content, titles, tagsf) Acknowledge the long tail
  19. 19. Google keyword toolhttps://adwords.google.com/o/KeywordTool
  20. 20. http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
  21. 21. Keyword long tail
  22. 22. 2. Page Setupa) HTML Head Tags – meta tagsb) URL – Length, keywords, hypensc) Body Tags - Keyword Repetitions, proximityd) Alt Tags – image descriptions, Filenames
  23. 23. URL StructurePOOR > www.seomoz.org/blog?id=123GOOD> http://www.seomoz.org/blog/google-fresh-factor
  24. 24. YOUR SITE
  25. 25. 3. Links + Quality backlinksa) Internal Links - Click-Depthb) Outbound linksc) Inbound links with high Page Rank value
  26. 26. For search engines that crawl the web, links are the streets between pages. Using sophisticated link analysis, the engines can discover how pages are related to each other and in what ways. - www.seomoz.org
  27. 27. • http://www.seomoz.org/blog/external-linking-good-for
  28. 28. Make some link Love (LINK IDEAS)1. Get your customers to link to you.2. Build a company blog. Make it a valuable, informative and entertaining resource.3. Create content that inspires viral sharing and natural linking4. Be newsworthy.5. Find directories or listings of relevant resources.www.seomoz.org
  29. 29. 4. Site Structurea) Indexable / searchable contentb) Menu structurec) Page Structured) Site map = xml site mape) Robots.txtf) Content management system
  30. 30. 5. Off Pagea) Directory listingsb) Forums (with rel=dofollow)c) Social mediad) Media articles
  31. 31. #5 Measureand Evaluate
  32. 32. • Direct Navigation: Typed in traffic, bookmarks, email links without tracking codes, etc.• Referral Traffic: From links across the web or in trackable email, promotion & branding campaign links• Search Traffic: Queries that sent traffic from any major or minor web search engine• Track your Rankings
  33. 33. #6 Things to Avoid
  34. 34. Things to avoid1. “Overdoing” SEO2. Keyword stuffing3. Trying to cheat the engines4. Offshore ‘cheap’ SEO services5. Set and forget6. Too much research and not enough action
  35. 35. #7 Useful tools
  36. 36. http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO.pdf
  37. 37. What’s in our SEO tool kit1. Google Search engine2. Google keyword tool3. Google analytics4. Google webmaster tools5. SEO MOZ6. Moz Bar
  38. 38. SEOMOZhttp://www.seomoz.org/tools
  39. 39. #8 KeepLearning
  40. 40. Free resourceshttp://www.seomoz.org/learn-seohttp://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seohttp://searchengineland.com/http://www.searchenginejournal.com/
  41. 41. SEO recap – TO DO LIST1. Set your objectives2. Review your site3. Update site technical bits4. Improve on page content5. Create off site value + links6. Measure and Evaluate7. Keep going
  42. 42. Stay in touchwww.actdigitalenterprise.com.auwww.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/threesidespins

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