MKWEB

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MKWEB
Search Engine Optimisation

• Speaker
• Tony Sellers
• Managing Director

WWW.MKWEB.CO.UK
In association with
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Scope of This Presentation

• SEO not Internet marketing
• What WE mean by SEO
• Where to focus your resources
• The Different Types of search engine
• Why SEO is important
• The basic rules of good SEO
• Some Practical examples

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What is SEO?

• Define Search engine optimisation
• The term used to describe the marketing
  technique of preparing a website to enhance its
  chances of being ranked in the top results of a
  search engine once a relevant search is
  undertaken.

For the purpose of increasing the sales of a
product or service
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Types of Search Engines

• Industry Specific
• e.g. www.bda-findadentist.org.uk
• Consolidation sites
• e.g. Kelkoo, pricerunner, moneysupermarket
• Portal Sites
• e.g. MKWeb restaurants, accommodation, busines
  s
• Internet Wide Search engines
• e.g. Google, Yahoo, MSN, Ask.com

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Internet Wide Search Engines

• These is the focus of this presentation
• UKs largest website category in terms of traffic
• Overtook traffic to adult sites in October 2006
• Market share for visits to UK search engines is
  growing 22 per year
• Source Hitwise December 2006

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UK Use By Search Engine

• Source Hitwise April 2007

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The Benefits of SEO

• 54 of users review only the first page of search
  results
• 17 of Internet users never type in a web address
• Puts your business ahead of the competition
• Good SEO Good web design

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The Basic Rules

• Search engines want to find you. Make it easy
  for them!
• Make your content visible
• Make it Search Engine friendly
• Get the technology right
• Register your site with the SEs
• www.google.co.uk/addurl/
• uk.search.yahoo.com/freesubmit/submit

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Make Your Content Visible

• Reasons it may not be
• URL with too many parameters
• Pages with too many links or dead links
• Frames
• Pages hidden behind forms, submit buttons, drop
  downs that require an action
• Pages only accessible via a search box

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How The SEs Ranks Sites

• By Relevance
• How relevant is your content compared to the
  users query
• By Popularity
• How popular is your website for a given user
  query compared to other websites selected from
  the same query

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Relevance

• Use keywords and phrases in context where ever
  possible
• Metadata
• Page title
• Body text
• Headers
• Links URL Titles
• Images names and alt text

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Website Example
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Googling Milton Keynes
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Key Components in a Web Page

• ltmeta name"Description" contentThis is
  displayed in the search results"gt
• ltmeta name"Keywords" contentWords here are
  used to determine relevance"gt
• lttitlegtDisplayed at the top of the pagelt/titlegt
• ltH1gtHighly Regarded By SEslt/H1gt
• ltH2gtCreates hiearchylt/H2gt

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Effective Use of Keywords

• Header (e.g.ltH1gtlt/H1gt)
• Bad A Fun Day Out
• Good Fun in the Snow at Milton
• Keynes Xscape
• Link
• Bad more
• Good Milton Keynes Bowl Facts

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Example Queens Visit
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Queens Visit Article
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Popularity

• Also known as Page Rank
• Links to your site increases its popularity,
  including internal links
• Links have more value from sites that are
• more popular
• more trustworthy

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The Importance of Links

• Important Factor that give links value
• Link text in context
• Pictures of the Queen in Milton Keynes
• is better than
• Click here
• Relevance of text surrounding the link and the
  subject matter of the page
• Links from popular sites in the same community

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The Structure of A Link

• lta hrefWebsite URL titlemouse over
  descriptiongt Displayed Words lt/agt

lta hrefhttp//www.mkweb.co.uk titleMilton
Keynes Official Guidegt The Official Guide to
Milton Keyneslt/agt
The Official Guide to Milton Keynes
Note 1. The URL is included in the keyword
search So www.mkweb.co.uk/miltonkeynesbusinessd
irectory is better than www.mkweb.co.uk/busdi
r 2. Internal links also improve popularity
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General Advice

• Use keywords at high level
• Good content is highly ranked
• Dont fragment text
• Keep navigation links simple
• Put a site map on every page
• Use correct HTML (validator.w3.org)

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Measuring Progress

• Youve made content on your website
• Visible
• Relevant
• There are plenty of links to it
• The HTML is of a high standard
• but has it made a difference?

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Measuring Progress
adwords.google.com
www.mikes-marketing-tools.com/ranking-reports/
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Summary

• SEO is only one part of Internet marketing
• All content should contain relevant keywords in
  context
• Encourage links to your website to improve its
  popularity
• Research and use all types of search engines

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The ultimate search engine would basically
understand everything in the world, and it would
always give you the right thing. And we're a
long, long ways from that.
Larry Page - co-founder of Google
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Grants Available
Call on 01844 210430 or visit www.e-mk.co.uk

• Do you want your business to be more profitable
  using Broadband and ICT?
• Up to 700 of grants and advice are now available
  to help you on your way.

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Grants Available
Call on 01844 210430 or visit www.e-mk.co.uk

• Free and impartial ICT advice on broadband
  solutions for your business worth 250
• Broadband Connectivity Grant of up to 200
• Exploitation and Improvement Grant of up to 250