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Search Engine Optimisation
1Slides available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
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Download Slides from www.159.be
Slides Available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
3Slides available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
4Slides available from www.wiltswebdesign.co.uk
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So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
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Search Engine Optimisation
5Slides available from www.wiltswebdesign.co.uk
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• Introduction • Why SEO• Search Engine Optimisation• Other Google Territory• Close
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Search Engine Optimisation
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I don’t think my website’s working for me, what can I do?
How do I get more people to visit my website?
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Search Engine Optimisation
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How is your website performing right now?
I don’t think my website’s working for me, what can I do?
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Search Engine Optimisation
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Everything on the internet can be measured
You just have to know how
If it can’t be measured – it’s probably not worth doing
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Search Engine Optimisation
9Slides available from www.wiltswebdesign.co.uk
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Website performance – what you need to know
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?– How long do they spend on the site?– How does this compare against the targets set for the site?– How many conversions occur?
• Sales• Email contact• Subscription• Calls
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Search Engine Optimisation
10Slides available from www.wiltswebdesign.co.uk
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Analytics – www.google.com/analytics
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Search Engine Optimisation
11Slides available from www.wiltswebdesign.co.uk
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Webmaster – www.google.com/webmaster
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Search Engine Optimisation
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Lots of visitors but not many enquiries?
Let’s look at your siteHow do I get more people to visit my website?
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Search Engine Optimisation
13Slides available from www.wiltswebdesign.co.uk
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Is your site ready?Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant content?
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Search Engine Optimisation
14Slides available from www.wiltswebdesign.co.uk
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Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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Search Engine Optimisation
15Slides available from www.wiltswebdesign.co.uk
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Great conversion % - then let’s look building visitor numbers
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Search Engine Optimisation
16Slides available from www.wiltswebdesign.co.uk
WiltsW
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Search Engine Optimisation
17Slides available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
18Slides available from www.wiltswebdesign.co.uk
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What IS SEO – and what’s all the fuss about?
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Search Engine Optimisation
19Slides available from www.wiltswebdesign.co.uk
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What IS SEO – and what’s all the fuss about?
Andy Poulton
SEO is the art and science of making a web site “Search Engine Friendly” in order to move the site higher in the Search Engine Results Pages [SERPs] without loosing site of the intended target audience
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Search Engine Optimisation
20Slides available from www.wiltswebdesign.co.uk
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The Problem
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Search Engine Optimisation
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Search Engine Optimisation
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83% of web users use Search Engines
95% use Google
50% of users go beyond page 1
10% of users venture past page 2
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Search Engine Optimisation
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The Solution
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Search Engine Optimisation
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What’s the big secret?Do the right things right
and
get the right results
There Isn’t one!
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Search Engine Optimisation
25Slides available from www.wiltswebdesign.co.uk
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Are you registered?
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Search Engine Optimisation
26Slides available from www.wiltswebdesign.co.uk
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www.dmoz.org
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Search Engine Optimisation
27Slides available from www.wiltswebdesign.co.uk
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How do Search Engines Work?
• Search Engines use Robots to Spider sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
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Search Engine Optimisation
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1
2
3
4
Google72%
Yahoo
12%
Bing 10%Ask 4%
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Search Engine Optimisation
29Slides available from www.wiltswebdesign.co.uk
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Probably the most important content on your web site
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Search Engine Optimisation
30Slides available from www.wiltswebdesign.co.uk
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Choosing Keywords
• Think like a customer• Think laterally• Brainstorm Keywords• Ask everyone
– Search using your keywords and see what appears
• Use the free Google keyword tool http://goo.gl/ah50
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Search Engine Optimisation
31Slides available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
32Slides available from www.wiltswebdesign.co.uk
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Where do they go?
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Search Engine Optimisation
33Slides available from www.wiltswebdesign.co.uk
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HTML Title
• about 80 characters• 3 or 4 keywords• Make each page title relevant to each particular page
Where to place Keywords
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Search Engine Optimisation
34Slides available from www.wiltswebdesign.co.uk
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Search Engine Optimisation
35Slides available from www.wiltswebdesign.co.uk
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Meta Description Tag
– Limit to around 150 characters– Use on every page– Customise for each page
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Search Engine Optimisation
36Slides available from www.wiltswebdesign.co.uk
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Alternative Attribute – aka Alt Tag
– Every Image needs one– Build Keyword Count– Comply with Disability Discrimination Act - Accessibility
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Search Engine Optimisation
37Slides available from www.wiltswebdesign.co.uk
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HTML page name
www.sbas.org.uk/non-executive-director.htm
– Images
non-executive-director.jpg
• Use keywords for Text Links [Anchor Text]
Non Executive Directors
Name files with keywords
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Search Engine Optimisation
38Slides available from www.wiltswebdesign.co.uk
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A Highlighter for the Search Engines
Header Tags <H1> </H1>
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Search Engine Optimisation
39Slides available from www.wiltswebdesign.co.uk
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Where the Keywords go – A Summary• Page Content • HTML Page Title• Meta Page Description• File / Image Names• ALT Attributes• Header Tags• Navigation Link Anchor Text• URLs
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Search Engine Optimisation
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What Else Counts?
Backlinks
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Search Engine Optimisation
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What Else Counts?
link:www.thecompetition.co.uk
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Search Engine Optimisation
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What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• Where is the site hosted?
• How fast do the pages open?
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Search Engine Optimisation
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What Else Counts?
Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?
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Search Engine Optimisation
44Slides available from www.wiltswebdesign.co.uk
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Remember
Your web site is for your
CLIENTS
not the search engines
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Search Engine Optimisation
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Get Found - Google Base
Base
www.google.com/base
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Search Engine Optimisation
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www.google.com/places
Get Found - Google Local
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Search Engine Optimisation
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ww
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le.c
om
/p
lace
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Get Found - Google Local
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Search Engine Optimisation
48Slides available from www.wiltswebdesign.co.uk
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What’s Next?• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements where possible
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Search Engine Optimisation
49Slides available from www.wiltswebdesign.co.uk
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Andy Poulton
M: 07966 547146
andypoulton
andypoulton
Delivering traffic to your website
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