This document discusses search engine optimization (SEO) strategies for improving organic search visibility. It covers topics like choosing keywords, optimizing page titles, meta descriptions and URLs for readability and keywords. Internal and external linking is also addressed, emphasizing the importance of relevant, quality backlinks from partner sites to improve search engine rankings. Specific tools for analyzing inbound links are recommended.

1. SEO
Visit Wiltshire
November 2012
Dr Philip Alford

2. VISIBILITY
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3. Search Engines
1. Natural (organic) search
marketing
2. Pay per click search marketing
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4. Organic & Paid Search Marketing
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5. Natural Search
How to
improve
your
visibility?
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6. Good link
structure
•Internal
hyperlink
s
•External
hyperlink
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7. Keywords
The link
between
the user
and the
search
engines.
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8. Unique keywords
Google reported in 2007 that 25% of searches
conducted every day are unique searches that
8 they had never seen before.

9. Example of unique
search
Search term used:
“self catering near jamie
olivers 15 restaurant”
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10. Keywords
How to choose the right
keywords?
 Understand your target
audience
 Review your core product
offering
 Research the competition
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11. Target Audience
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12. Search engine optimisation
 Title tag
 Meta description
 Page copy
 Headings
 Image alt tags
 URLs
 Links
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13. Title Tag
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14. Title tag & meta description
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15. SEARCH ENGINE FRIENDLY TITLE
TAGS
Unique Each page must have a unique title tag
Keyword It is important the title tag of each page holds the
main keywords for that page (as seen in the Coconut
Shack example above). Experts also recommend
placing important keywords at the beginning of the
title
Readabilit Aim for meaningful page titles and avoid making title
y tags that are simply a long list of keywords. Favour
Coconut Shack | Backpackers accommodation in
Broome over Backpackers, cheap, accommodation,
Broome, hostel, budget
Length Search engines will only display the first 65
characters of the title tag. If you require more
15 characters because of your keywords you may go
over 65 characters. However, be aware that only the

16. Headings
Quality backpacker
accommodation for
travellers
Welcoming visitors
of all ages Located
in the centre of
Broome
Booking and
cancellation policy
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17. 17 Search Engine Friendly URLs

18. SEARCH ENGINE FRIENDLY URLS
Readability Which of the below URL is nicer for your customer to
see, and could in turn affect the number of clicks the
website gets?
www.tours.com.au/Id=227#4302&countryId=445#984
or
www.tours.com.au/china/great-wall
Keywords get bolded in search engine results: if
someone searched for “tours great wall of china” the
above URL would become:
www.tours.com.au/china/great-walland attract the
eye of the web searcher.
Used as links URLs are often used as links by other users. Keeping the
structure simple and keyword-rich will encourage clicks
on the URL
Length Shorter is best
Separate Use a hyphen to separate words (not underscore or
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words space)
www.tours.com.au/china/great-wall instead of

19. Links - internal
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20. Links – use keyword not click
here
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21. Link says something
relevant
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22. Visibility – Partner Links
 The number of quality “back links” or “in
links” to your site is crucial to getting a
good search engine score.
 Think about your existing partners – do
they link to your site?
 Think about potential partners with whom
you could share reciprocal links.
 However consider your „brand‟ when you
establish mutual links. Does your partner
appeal to your target audience?
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23. Reciprocal Linking
www.watergatebay.co.u http://www.british-
k longboard-union.co.uk/
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24. Analysing inbound links
 Best is Google‟s Webmaster tools
 You need to „verify‟ the site before you can
use it
 link:www.nameofyoursite.com
 Use it to check keywords
 http://www.seomoz.org/linkscape
 http://www.hubspot.com/free-trial/
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25. Who links to you? www.seo-browser.com
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