Search Engine Optimisation

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Search Engine Optimisation
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Assumptions

• Tag optimisation ltH1gt, ltH2gt, ltBgt, ltTITLEgt
• Content is King
• Inbound links
• Anchor Text
• Keyword Density
• Keyword Frequency
• Expert / Authority Sites
• Parental Documents
• On-Page SEO / Off-Page SEO

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SEO resource vs PPC resource

• Why SEO is more important
• Q4 is coming PPC ROI goes down, bids up,
  competition everywhere.
• Direct-To-Merchant deals more difficult to land.
• Google disabling routing/jump pages.
• Return of the Portal
• Still use PPC, but reinvest spend on your brand.
• Build portal, do it properly.
• Free natural traffic is extra revenue.
• Add to favourites, email capture.
• Campaign deals, CPM/CPC hybrids.
• Tangible asset.

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Writing for Search Engines On Page SEO

• Well crafted content is good for
• Human beings
• Accessibility
• AND
• Search Engines
• You dont need to compromise.
• RELEVANCY RELEVANCY RELEVANCY

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Body Text

• The initial content, the first 2-3 paragraphs, is
  the MOST IMPORTANT. Especially the first 150-200
  characters.
• Keyword Phrases (used by your target user/market)
  presented consistently and logically throughout
  body text will boost rankings.
• When possible, Keyword Phrases should be used at
  the start, or near to the start of paragraphs.
• Ideal target is 200 300 words per page.

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Things you may not know.

• The Title tag has a stronger weight with regards
  to Googles ranking BUT Google will try to
  match keywords and phrases in the Title tag with
  links and text in the page.
• Title tag should be varied to reflect each page.
  First 60 characters are the most important, title
  tag should be no longer than 15 words.
• Keyword density of around 2-7 is recommended
  (wont trip filters).
• KD Keyword Count divided by Total Words x
  100.
• Keyword frequency (repetition) of around 3-7
  times per 100 words is recommended.
• Keyword prominence words at the beginning of a
  page, paragraph, header are assigned a greater
  value than those at middle or end.
• Keyword proximity the distance between 2
  related terms, the shorter the difference the
  better the page will rank for that phrase.

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Links and Attributes Off Page SEO

• Links are your currency on the web and are your
  net worth.
• Not all links are equal, a reciprocated PR4 guest
  book link is not the same as an on topic PR4 link
  from an authority site.
• Focusing on one aspect of a link (PR, anchor
  text, placement) neglects the understanding each
  link can have on your rankings.

Copywright Greenlight
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The Link Exchange
10 9 8 7 6 5 4 3 2 1 0
On Page Placement
Anchor Text
Expertise
3rd Party Authority
Parental Authority
Honesty / Integrity

• Total score for this link 48 out of 60

Copywright Greenlight
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The Link Exchange
10 9 8 7 6 5 4 3 2 1 0
On Page Placement
Anchor Text
Expertise
3rd Party Authority
Parental Authority
Honesty / Integrity

• Guest book link 16 out of 60

Copywright Greenlight
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The Link Exchange

• Google decides not to value anchor text so
  heavily in its next update and cranks up its
  honesty filter.
• What if 3rd Party Authority is considered the
  new black?
• The value that you had accrued in Anchor text is
  devalued, and you have little value in the
  currency that is flavor of the month.
• If Anchor text is your only currency, then a
  devaluation of your key link currency WILL hurt
  your rankings.

10 9 8 7 6 5 4 3 2 1 0
On Page Placement
Anchor Text
Expertise
3rd Party Authority
Parental Authority
Honesty / Integrity

• Guest book link 9 out of 60

Copywright Greenlight
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Links and Attributes Off Page SEO

• Links have different qualities, weightings and
  attributes.
• The weightings change making links worth more or
  less each update.
• If you drop in rankings you may not have been
  penalised, just have less of the in-currency.
• Important as you need to know what links to go
  after as they right links can take a long time.

Copywright Greenlight
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Search Engine Optimisation Best Practice

• Where is a good example of SEO?

Keyword Rich Title Description
Spider Friendly URL
Keywords in URL
Text Based Menu Links
lth1gt For Page Heading
Search Engine Friendly Keyword Rich Text
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Search Engine Optimisation Kelkoo Rewarded
433,000 UK Pages indexed by Google
Precise Page Titles
Clear, keyword rich page descriptions invite
click throughs
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Dynamic URLs and Solutions

• Spiders can be put off from crawling your site
  by heavily dynamic URLs
• http//www.domain.co.uk/session.php?F38cmdu03/pro
  duct.aspx?ID7563CID100
• Eliminate sessionIDs for spiders.
• Re-write the URL as
• http//www.domain.co.uk/7563/100
• Shorter, cleaner and spider friendly! One for
  your technical team.
• MOD_REWRITE for Unix/Linux based systems.
• ISAPI_REWRITE for Windows based systems.
• Check with your host if you are able to install
  these modules, if not, you will need to
• change hosts.

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Robots.txt

• Robots.txt
• Robots.txt A text file that you place on your
  server which
• instructs search engines spiders to NOT crawl a
  page on your site.
• Always use on the following pages
• Pages under construction, CGI-BIN, Redundant
  information.
• Always use a robots.txt file even if its empty.
• Here is an example
• User-agent

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Questions?