Search Engine Optimisation

1
Search Engine Optimisation

• Making your Web site as attractive as possible to
  the Search Engines so that when a search is
  conducted on your products and / or services your
  site gets found above your competition.

2
Why optimise your site?

• 73
• of new Web site users will typically reach a Web
  site via search
• (Forrester)

3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
Pay Per Click Adverts
Organic or Natural listings
8
FACT!

• 93
• of searchers do not go past the second page of
  search results

9
The best positions to be in
Source www.connect.icrossing. Date 14th January
2009
10
(No Transcript)
11
(No Transcript)
12
The best positions to be in
Source www.connect.icrossing. Date 14th January
2009
13
Google UK closing in on 90 market share

• 1 in Global Search
• 66 of worldwide market share
• 87.3 of UK market share

Source Hitwise UK May 2008
14
What have we learned so far?

• 73 of new visitors to your site will probably
  arrive via a search.
• It will probably be from Google.
• It will probably be from a listing within the
  first 2 pages.
• It will probably be from a natural result.
• Your best chance of high CTR is if you are in the
  top 3 results.

15
Keyword research

• The Google Keyword Generator

Click here
16
Type in the top level keyword(s) that you are
interested in
17
How to read the results
High Volume, Low Intent Versus Low Volume High
Intent
18
Holiday accommodation
19
(No Transcript)
20
Holiday accommodation Cornwall
21
(No Transcript)
22
Holiday accommodation St Ives
23
(No Transcript)
24
Self catering holiday accommodation St Ives
25
(No Transcript)
26
The mind of the searcher in research mode

• Holiday accommodation
  135,000
• Holiday accommodation Cornwall
  2,900
• Holiday accommodation St Ives
  720
• Self catering holiday accommodation St Ives
  480

27
Web site results returned on Google

• Holiday accommodation
  4,570,000
• Holiday accommodation Cornwall
  354,000
• Holiday accommodation St. Ives
  188,000
• Self catering holiday accommodation St. Ives
  44,300

28
What we do with Keywords

• Optimise each page for a single Keyword
• Meta title
• Meta description
• Meta Keyword tag
• URL (Smart page name)
• Header text
• Body text
• Alt tags
• Anchor text in links

29
The meta title70 characters including spaces
The Meta Title
30
The meta description155 characters including
spaces
The Meta Description
31
The smart page name
The Smart Page Name
32
The Page Manager
Select the page you want to optimise and click
the edit page properties button
33
Smart Page Name
The Meta Title
The Meta Description
34
Headers and body text
H1 Tag Assign H1 format from drop down menu in
rich text editor
Keyword rich linking
H2 Tag
Call To Action for Conversion
35
Further tips tricks

• Keyword rich links in footer text of template
• Build interlinked keyword rich pages to create a
  hub of authority
• Competitor Research
• Engage with your online audience in forums
  listen to what they discuss!
• Buy keyword rich domains and direct to the most
  relevant page
• Understand that there is no magical number of
  words per page or number of times to use your
  phrases in your copy.

36
(No Transcript)
37
Further tips tricks

• Keyword rich links in footer text of template
• Build interlinked keyword rich pages to create a
  hub of authority
• Competitor Research
• Engage with your online audience in forums
  listen to what they discuss!
• Buy keyword rich domains and direct to the most
  relevant page
• Understand that there is no magical number of
  words per page or number of times to use your
  phrases in your copy.

38
(No Transcript)
39
Further tips tricks

• Keyword rich links in footer text of template
• Build interlinked keyword rich pages to create a
  hub of authority
• Competitor Research
• Engage with your online audience in forums
  listen to what they discuss!
• Buy keyword rich domains and direct to the most
  relevant page
• Understand that there is no magical number of
  words per page or number of times to use your
  phrases in your copy.

40
(No Transcript)