A presentation to the Golf Club Managers Association on the fundamentals of Search Engine Optimisation [SEO] and some of the key tools they can use to better understand the performance of their website in the search results
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Search Engine Optimisation Fundamentals
1. Search Engine Optimisation
WiltsWebDesign.co.uk
Delivering traffic to your website
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2. Search Engine Optimisation
WiltsWebDesign.co.uk
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4. Search Engine Optimisation
So Andy –
Are you going to tell us
how to get to
WiltsWebDesign.co.uk
NUMBER 1
in Google
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5. Search Engine Optimisation
• Introduction
• Why SEO
• Search Engine Optimisation
• Other Google Territory
WiltsWebDesign.co.uk
• Close
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6. Search Engine Optimisation
I don’t think my How do I get
website’s more people to
working for visit my website?
me, what can I
do?
WiltsWebDesign.co.uk
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7. Search Engine Optimisation
How is your website performing right now? I don’t think my
website’s
working for
me, what can I
do?
WiltsWebDesign.co.uk
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8. Search Engine Optimisation
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
WiltsWebDesign.co.uk
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9. Search Engine Optimisation
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?
WiltsWebDesign.co.uk
– How does this compare against the targets set for the site?
– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls
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12. Search Engine Optimisation
Lots of visitors but not
many enquiries?
How do I get
more people to Let’s look at your site
visit my website?
WiltsWebDesign.co.uk
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13. Search Engine Optimisation
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
WiltsWebDesign.co.uk
Loaded with compelling and relevant
content?
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14. Search Engine Optimisation
Does it Grab the Attention?
A– Grab their ATTENTION
I– Generate an INTEREST
WiltsWebDesign.co.uk
D– Build the DESIRE
A– Promote the ACTION
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15. Search Engine Optimisation
Great conversion % -
then let’s look
building visitor
numbers
WiltsWebDesign.co.uk
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16. Search Engine Optimisation
WiltsWebDesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
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18. Search Engine Optimisation
What IS SEO – and what’s all the fuss about?
WiltsWebDesign.co.uk
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19. Search Engine Optimisation
What IS SEO – and what’s all the fuss about?
SEO is the art and science of making a web site
“Search Engine Friendly” in order to move the
Andy Poulton site higher in the Search Engine Results Pages
[SERPs] without loosing site of the intended
WiltsWebDesign.co.uk
target audience
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22. Search Engine Optimisation
83% of web users use Search Engines
95% use Google
WiltsWebDesign.co.uk
50% of users go beyond page 1
10% of users venture past page 2
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24. Search Engine Optimisation
What’s the big secret?
Do the right things right
There Isn’t one! and
WiltsWebDesign.co.uk
get the right results
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25. Search Engine Optimisation
Are you registered?
WiltsWebDesign.co.uk
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26. Search Engine Optimisation
www.dmoz.org
WiltsWebDesign.co.uk
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27. Search Engine Optimisation
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
WiltsWebDesign.co.uk
• These criteria are NOT fixed !
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28. Search Engine Optimisation
Ask 4%
Bing 10%
Yahoo Google 1
2
12% 72% 3
WiltsWebDesign.co.uk
4
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29. Search Engine Optimisation
WiltsWebDesign.co.uk
Probably the most important
content on your web site
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30. Search Engine Optimisation
Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
WiltsWebDesign.co.uk
– Search using your keywords and see what
appears
• Use the free Google keyword tool
http://goo.gl/ah50
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32. Search Engine Optimisation
Where do they go?
WiltsWebDesign.co.uk
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33. Search Engine Optimisation
Where to place Keywords
HTML Title
• about 80 characters
WiltsWebDesign.co.uk
• 3 or 4 keywords
• Make each page title relevant to each particular
page
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35. Search Engine Optimisation
Meta Description Tag
WiltsWebDesign.co.uk
– Limit to around 150 characters
– Use on every page
– Customise for each page 35
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36. Search Engine Optimisation
Alternative Attribute – aka Alt Tag
WiltsWebDesign.co.uk
– Every Image needs one
– Build Keyword Count
– Comply with Disability Discrimination Act - Accessibility
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37. Search Engine Optimisation
Name files with keywords
HTML page name
www.sbas.org.uk/non-executive-director.htm
– Images
non-executive-director.jpg
WiltsWebDesign.co.uk
• Use keywords for Text Links [Anchor Text]
Non Executive Directors
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38. Search Engine Optimisation
Header Tags <H1> </H1>
A Highlighter for the Search Engines
WiltsWebDesign.co.uk
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39. Search Engine Optimisation
Where the Keywords go – A Summary
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
WiltsWebDesign.co.uk
• ALT Attributes
• Header Tags
• Navigation Link Anchor Text
• URLs
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40. Search Engine Optimisation
What Else Counts?
Backlinks
WiltsWebDesign.co.uk
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41. Search Engine Optimisation
What Else Counts?
link:www.thecompetition.co.uk
WiltsWebDesign.co.uk
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42. Search Engine Optimisation
What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
WiltsWebDesign.co.uk
• Where is the site hosted?
• How fast do the pages open?
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43. Search Engine Optimisation
What Else Counts?
Domain Name
• Does it include any Keywords?
WiltsWebDesign.co.uk
• How long ago was it registered
• How long is it registered for?
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44. Search Engine Optimisation
Remember
Your web site is for your
WiltsWebDesign.co.uk
CLIENTS
not the search engines
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45. Search Engine Optimisation
Get Found - Google Base
WiltsWebDesign.co.uk
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46. Search Engine Optimisation
Get Found - Google Local
www.google.com/places
WiltsWebDesign.co.uk
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47. Search Engine Optimisation
Get Found - Google Local
www.google.com/places
WiltsWebDesign.co.uk
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48. Search Engine Optimisation
What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
WiltsWebDesign.co.uk
Google Webmaster Tools www.google.com/webmaster
Google Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements
where possible
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49. Search Engine Optimisation
Andy Poulton
M: 07966 547146
andypoulton
WiltsWebDesign.co.uk
andypoulton
andy@wiltswebdesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
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