Search Engine Optimisation
Art or Science?
2012 Version
Presented by
Julian Hall
What is SEO?
Improving a web page's results in the search engines
Optimising a site to a search engines criteria
SEO convinces search engine spiders to crawl your
pages more frequently
The act of altering a web site so that it does well in
the organic, natural listings of search engines
The Power of Pull
Pull Marketing – Visitors come to you!
Consumers start the conversation
Give them what they’re looking for
Relevance
Why Bother?
Highly Targeted Sales Medium
Markets While You Sleep
Long Term Strategy
Cost Effective
The Most Cost Effective
Way To Obtain Leads
Source: Piper Jaffray
£4.50
£11.50
£30.00
£25.00
£35.00
What About The Search Engines
(SE’s)?
80%
15%
5%
Search Engine
Relationship - 2000
HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2003
HOW DO THE SEARCH ENGINES WORK?
HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2006
HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2009
HOW DO THE SEARCH ENGINES WORK?
Search Engine
Relationship - 2012
How To Implement SEO
Keyword Research
On Page Optimisation
Off Page Optimisation
Keyword Research
1
2
On Page Optimisation
Heading Tags, Image Tags, Meta-Tags
Keyword Density & Proximity
Copy Length & Originality
Site Maps
Compliancy
Site Structure
Off Page Optimisation
LINKS
X Reciprocal Links
One way links
Outgoing links
SEO Bad Guys
• Hidden Text
• Keyword Stuffing– Copy
– Alt tags
• Submissions
• Splash pages
• Flash
• Link Farms
• Buying Links
• Link Velocity
aka Black Hat
SEO’s Good Guys
Blogs
Articles
News
Video
Google Sitemaps
aka White Hat
Future of SEO
Relevance
Algorithms & Fashion
Guidelines
Add Value
Don’t Follow
Stay Close
Summary…
Not Doing It? – Your Missing Out BIG
Get Rich Quick?
Not in Control of Algorithms
No Guarantees
Part of Marketing Mix
Follow SE’s Advice
Golden Fleece - FREE Traffic!