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Search Engine Optimization
Search Engine Optimization
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Seo 101

  1. 1. SEO 101 IN 30 MINUTES [OR LESS] 1
  2. 2. • SEO or search engine optimisation is the process of affecting the visibility of a website or a web page within a search engines natural or organic search results • In short, the higher in Google you are, the more visits you will receive • This is done using off and onsite techniques • 90% of all internet session begin with a Search query • Google currently has the greatest market share over other search engines • Position 10 on Google will get you more traffic than position 1 on Yahoo 2 WHAT IS SEO? UK Search Engine Market Share 2.78% 1.92% 2.59% 77% 3.04% 12.67% Google.co.uk Google.com Bing.com Yahoo UK Search Search.Yahoo Other
  3. 3. • Paid search results shown in red • Organic listings in green • Paid search results cover the majority of a search results page • These make Google $$$ • Paid search will gain more visits quickly at a cost • Organic search will take longer but ROI is higher as there is costs involved to Google 3 PAID VS ORGANIC SEARCH
  4. 4. • Why is keyword research important? • These are the words / phrases which connect people to your content using a search engine • What is your site about? • How would you find out what your site is about if you had to? • Lots of tools to help you expand your keywords 4 KEYWORDS
  5. 5. RANKINGS Rankings are essential to SEO as these drive traffic to your website. There are 200+ factors which feature in 5 Google’s algorithm to determine rankings! Content Domain Age Server Location URL Structure Internal Linking In & Outbound Linking Sitemaps & Robots.txt Page Load Speed
  6. 6. 6 ONSITE SEO
  7. 7. • When Google’s search bots are crawling your site they are looking for vital information about the pages on your website • They want to know what your page is about • We have to send signals within the sites HTML so they can index pages for your selected keywords • We can help webcrawlers by adding some information to the site such as: • Robots.txt • Sitemap.xml 7 OPTIMISING A WEBPAGE – CRAWLING A SITE
  8. 8. • Using your chosen keywords there are three places it should be included within the: • Title tag • Pages URL • H1 tag • Body Copy • The example shows that the page is optimising for the phrase ‘wine book club’ • Each page should also include a meta description • Doesn’t affect rankings but is a selling point to the page within search results page 8 OPTIMISING A WEBPAGE – THE FUNDAMENTALS
  9. 9. • Beyond the fundamental elements of onsite optimisation other factors will should come into play: • User experience • Navigation, design, page render speed • Unique content • Page usefulness, cool video, images • Accessible to search engine bots • Static urls, JavaScript links • Built for sharing • Descriptive URLs, sharing buttons • Mark up implemented for meta data, schema and rich snippets • Hreflang, schema mark-up • Multi device • Compatible for every browser 9 OPTIMISING A WEBPAGE – ADDITIONAL ELEMENTS Image Credit: //moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  10. 10. • Panda first introduced in February 2011 • Introduced and sought to lower rankings of sites which had: • Duplicate content • Thin Content [low code to text ratio] • This update was thought to have affected 12% of all search queries • Enforces need for websites to have highly relevant [and unique] content for users 10 GOOGLE ALGORITHM UPDATES – PANDA
  11. 11. 11 OFFSITE SEO
  12. 12. 12 LINK BUILDING – OLD PRACTICES & METHODS Comment Spam Keyword Stuffing In the past SEO’s used a number of link Content Scraping Link Farms Exact Match Anchor Text Directories acquisition methods referred to as black and grey hat [think cowboy films] in order to ‘game’ the search rankings
  13. 13. • Penguin was a link based algorithm update • This update was first updated in April 2012 and continues to roll out • Focussed upon links acquired which went against Google Webmaster Guidelines • In short, people who were manipulating the number of links pointing to pages to game the rankings • Link building which was acceptable 5 years ago is now a ‘black hat’ practices and will be penalised • This means as marketers we need to be smarter and EARN links rather than BUILD links for clients 13 GOOGLE ALGORITHM UPDATES – PENGUIN
  14. 14. • Content is now more important than ever • Creation of resources [or linkable assets] is key to creating a successful SEO campaign • Creating and hosting these assets on site also helps avoid any issues with aforementioned Panda updates 14 SEO OFFSITE STRATEGY
  15. 15. 15 ANY MOTHER FLIPPING QUESTIONS?

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