search engine optimisation - e-blueprint

An introduction to natural search engine results

Using the Internet to win new business…

The importance of Google rankings:

“Of a total number of 61 billion searches worldwide. Google rank as the top worldwide search property in August 2007 with 37.1 billion searches conducted. Of that total number, 31 billion occurred at the Google search engine and 5 billion occurred at YouTube.com (Google owned). Yahoo! sites ranked second with 8.5 billion searches in August 20071”.1http://www.comscore.com/press/release.asp?press=1802

Sponsored links

Natural Links

There are two elements that count towards your ranking in Google.

1) The first is how you structure the web page and the information you put on those pages.

2) The second element that helps your website rank well are the web sites that are related to your ‘business offer’ and link to your web pages.

An introduction to natural rankings:

Part one:

- Identifying the right keywords and phrases

- Adopting a scalable web site structure

- Optimising your web pages

Part two:

- Page rank and developing a ‘sticky’ website

- A brief introduction to Google tools

Keyword selection/research:

Browser SEO Plug in

(http://tools.seobook.com/firefox/seo-for-

firefox.html)

Free tools to estimate web traffic levels and

search terms

Find out additional information

about your competitors

Use the free keyword research tools:Use the free keyword research tools:

NB: Wordtracker.com and Trellian.com are 2 UK/US traffic estimates but NB: Wordtracker.com and Trellian.com are 2 UK/US traffic estimates but associated cost and learning curveassociated cost and learning curve

1. List the keywords for each product or service you want to promote

2. Use a thesaurus to generate new relate keywords

3. Use free tools to look at how competitive and search for those terms are

Google trends: view one keyword against another

Keyword search terms

Select Countries and regions

Select timescale

General keyword selection rules:1) Target ‘keyword phrases’ rather than key words i.e. ‘mac laptop‘ rather than ‘laptop’

2) From your keyword lists look for words that will help content flow and is related to your keyword phrase these can ‘qualify’ your keyword phrase i.e. cheap, best, professional, buy.

3) One primary keyword phrase and two or three secondary keyword phrases per page

4) Target the content around the keyword phrase on the page

For example: Primary keyword: “mac laptops”

Qualifying keywords: best, buy, free, cheap, location

Secondary keyword phrase: “buy cheap mac laptops”

Adopting a scalable web site structure:

Generic to specific content

Internal linking to help drive

traffic to related content

A scalable site structure

Site structure continued…

Create a HTML and XMLsite map

automatically(up to 500 pages):

http://www.xml-sitemaps.com/

Google searches for relevance

to your ‘search term’

Google results uses:- title tag - meta tag- URL


Google results uses:- title tag - meta description- URL

Introducing page structure…

<html><head> <title>Ethical SEO company UK - promoting your business online </title><meta name="description" content=",Ethical SEO company Liverpool, bespoke seo packages helping promote your business online - Liverpool UK" /> <meta name="keywords" content=",ehitcial SOE, seo, ehtical, bespeke seo, bsuiness, promtoins, online," /> </head><body><h1>Ethical SEO company based in Liverpool</h1><p>Ethical SEO (Search Engine Optimisation) is e-blueprint's approach to win you more customers by promoting your business online. </p><h2>Internet marketing strategies<h2><p>etc etc</p></body></html>

NB: Don’t load your HTML tags with keywords or phrases it dilutes the page. Aim for a keyword density of approx, 2%-4%




Introducing HTML page structure:

Part Two: Link building for page rank

(The Google toolbar can be download and ‘plugged in’ to your browser: toolbar.google.com)

“PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".” from http://en.wikipedia.org/wiki/PageRank

Educational Institutions

Industry businesses

Social mediaBlogs/forums/PR articles

Related websitesRelated

Directories

Building Page rank from inward links:

Part Two: Link building for page rankStickiness is creating a reason for someone to return to your site?

- - Useful information (about your service and products)- A blog on the current industry news- A forum for users to discuss topics of interest

Benefits of a competitive analysis:

- Quickly ID useful links to gain yourself, either via relate directories/forums/blogs/ newsgroups

Other relevant and mainstream social media:

Wiki del.ic.ious, Digg, Del.icio.us, Wikipedia, Flickr, Reddit Newsvine, StumbleUpon, Technorati, MySpace, Yahoo!

Answers, Ma.gnolia

Optimise your site for

Google rankings

Track your web traffic

Part Two: A brief introduction to Google tools:

Sign in and out

In summary:

- In general, the knowledge you have about your business and how you can help your customers is your biggest asset.

- Document and structure that information on your website from generic content (window shoppers) to specific content (buyers)

- Make each web page unique and searchable, by structuring it i.e. optimising it

- Develop a reason for people to come back to your web site and in doing so raise the potential of them linking to it

Nick TaylorDirector | e-blueprint

Address: e-blueprint Ltd, Liverpool Innovation Park,

Baird House, Edge lane, Liverpool,L7 9NG

t: 0151 231 4757m: 07843 280 258

i: http://www.e-blueprint.co.uk e: [email protected]

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