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Search Engine Optimisation




                                                     WiltsWebDesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
           1                                     1
Search Engine Optimisation




                                                     WiltsWebDesign.co.uk
             Download Slides from www.159.be

                         Slides Available from
                    www.wiltswebdesign.co.uk
Slides available from www.wiltswebdesign.co.uk
      2                                          2
Search Engine Optimisation




                                                     WiltsWebDesign.co.uk
                                                 3
Slides available from www.wiltswebdesign.co.uk
           3
Search Engine Optimisation

So Andy –

Are you going to tell us
how to get to




                                                     WiltsWebDesign.co.uk
NUMBER 1

in Google


                                                 4
Slides available from www.wiltswebdesign.co.uk
           4
Search Engine Optimisation


•        Introduction
•        Why SEO
•        Search Engine Optimisation
•        Other Google Territory




                                                     WiltsWebDesign.co.uk
•        Close




                                                 5
Slides available from www.wiltswebdesign.co.uk
           5
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
                                                                     6
Slides available from www.wiltswebdesign.co.uk
           6
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
                                                                    7
Slides available from www.wiltswebdesign.co.uk
           7
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
                                                       8
Slides available from www.wiltswebdesign.co.uk
           8
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
                                                                      9
Slides available from www.wiltswebdesign.co.uk
           9
Search Engine Optimisation
Analytics – www.google.com/analytics




                                                      WiltsWebDesign.co.uk
                                                 10
Slides available from www.wiltswebdesign.co.uk
           10
Search Engine Optimisation
Webmaster – www.google.com/webmaster




                                                      WiltsWebDesign.co.uk
                                                 11
Slides available from www.wiltswebdesign.co.uk
           11
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
                                                                            12
Slides available from www.wiltswebdesign.co.uk
           12
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?

                                                 13
Slides available from www.wiltswebdesign.co.uk
           13
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
                                                 14
Slides available from www.wiltswebdesign.co.uk
           14
Search Engine Optimisation
                                                 Great conversion % -
                                                 then let’s look
                                                 building visitor
                                                 numbers




                                                                             WiltsWebDesign.co.uk
                                                                        15
Slides available from www.wiltswebdesign.co.uk
           15
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
           16                                    16
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
                                                 17
Slides available from www.wiltswebdesign.co.uk
           17
Search Engine Optimisation
What IS SEO – and what’s all the fuss about?




                                                      WiltsWebDesign.co.uk
                                                 18
Slides available from www.wiltswebdesign.co.uk
           18
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




                                                                  19
Slides available from www.wiltswebdesign.co.uk
           19
Search Engine Optimisation

The Problem




                                                      WiltsWebDesign.co.uk
                                                 20
Slides available from www.wiltswebdesign.co.uk
           20
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
                                                 21
Slides available from www.wiltswebdesign.co.uk
           21
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

                                                 22
Slides available from www.wiltswebdesign.co.uk
           22
Search Engine Optimisation

The Solution




                                                      WiltsWebDesign.co.uk
                                                 23
Slides available from www.wiltswebdesign.co.uk
           23
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


                                                     24
Slides available from www.wiltswebdesign.co.uk
           24
Search Engine Optimisation
Are you registered?




                                                      WiltsWebDesign.co.uk
                                                 25
Slides available from www.wiltswebdesign.co.uk
           25
Search Engine Optimisation
                                                 www.dmoz.org




                                                                     WiltsWebDesign.co.uk
                                                                26
Slides available from www.wiltswebdesign.co.uk
           26
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 !




                                                          27
Slides available from www.wiltswebdesign.co.uk
           27
Search Engine Optimisation



                              Ask 4%
               Bing 10%

         Yahoo                             Google   1
                                                    2
           12%                              72%     3




                                                             WiltsWebDesign.co.uk
                                                    4




                                                        28
Slides available from www.wiltswebdesign.co.uk
           28
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
               Probably the most important
                 content on your web site


                                                 29
Slides available from www.wiltswebdesign.co.uk
           29
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
                                                 30
Slides available from www.wiltswebdesign.co.uk
           30
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
                                                 31
Slides available from www.wiltswebdesign.co.uk
           31
Search Engine Optimisation




     Where do they go?




                                                      WiltsWebDesign.co.uk
                                                 32
Slides available from www.wiltswebdesign.co.uk
           32
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

                                                     33
Slides available from www.wiltswebdesign.co.uk
           33
Search Engine Optimisation




                                                      WiltsWebDesign.co.uk
                                                 34
Slides available from www.wiltswebdesign.co.uk
           34
Search Engine Optimisation
Meta Description Tag




                                                                                     WiltsWebDesign.co.uk
                                                 – Limit to around 150 characters
                                                 – Use on every page
                                                 – Customise for each page      35
Slides available from www.wiltswebdesign.co.uk
           35
Search Engine Optimisation
Alternative Attribute – aka Alt Tag




                                                                       WiltsWebDesign.co.uk
    – Every Image needs one
    – Build Keyword Count
    – Comply with Disability Discrimination Act - Accessibility
                                                                  36
Slides available from www.wiltswebdesign.co.uk
           36
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



                                                      37
Slides available from www.wiltswebdesign.co.uk
           37
Search Engine Optimisation
 Header Tags <H1> </H1>
              A Highlighter for the Search Engines




                                                          WiltsWebDesign.co.uk
                                                     38
Slides available from www.wiltswebdesign.co.uk
           38
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
                                                 39
Slides available from www.wiltswebdesign.co.uk
           39
Search Engine Optimisation
What Else Counts?




Backlinks




                                                      WiltsWebDesign.co.uk
                                                 40
Slides available from www.wiltswebdesign.co.uk
           40
Search Engine Optimisation
What Else Counts?




link:www.thecompetition.co.uk




                                                      WiltsWebDesign.co.uk
                                                 41
Slides available from www.wiltswebdesign.co.uk
           41
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?

                                                         42
Slides available from www.wiltswebdesign.co.uk
           42
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?

                                                 43
Slides available from www.wiltswebdesign.co.uk
           43
Search Engine Optimisation


                           Remember

             Your web site is for your




                                                      WiltsWebDesign.co.uk
                     CLIENTS
            not the search engines

                                                 44
Slides available from www.wiltswebdesign.co.uk
           44
Search Engine Optimisation
Get Found - Google Base




                                                                            WiltsWebDesign.co.uk
Slides available from www.wiltswebdesign.co.uk
           45                                    www.google.com/base   45
Search Engine Optimisation
Get Found - Google Local


                                                 www.google.com/places




                                                                              WiltsWebDesign.co.uk
                                                                         46
Slides available from www.wiltswebdesign.co.uk
           46
Search Engine Optimisation
       Get Found - Google Local
www.google.com/places




                                                             WiltsWebDesign.co.uk
                                                        47
       Slides available from www.wiltswebdesign.co.uk
                  47
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


                                                                   48
Slides available from www.wiltswebdesign.co.uk
           48
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
           49                                    49

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Search Engine Optimisation Fundamentals

  • 1. Search Engine Optimisation WiltsWebDesign.co.uk Delivering traffic to your website Slides available from www.wiltswebdesign.co.uk 1 1
  • 2. Search Engine Optimisation WiltsWebDesign.co.uk Download Slides from www.159.be Slides Available from www.wiltswebdesign.co.uk Slides available from www.wiltswebdesign.co.uk 2 2
  • 3. Search Engine Optimisation WiltsWebDesign.co.uk 3 Slides available from www.wiltswebdesign.co.uk 3
  • 4. Search Engine Optimisation So Andy – Are you going to tell us how to get to WiltsWebDesign.co.uk NUMBER 1 in Google 4 Slides available from www.wiltswebdesign.co.uk 4
  • 5. Search Engine Optimisation • Introduction • Why SEO • Search Engine Optimisation • Other Google Territory WiltsWebDesign.co.uk • Close 5 Slides available from www.wiltswebdesign.co.uk 5
  • 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 6 Slides available from www.wiltswebdesign.co.uk 6
  • 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 7 Slides available from www.wiltswebdesign.co.uk 7
  • 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 8 Slides available from www.wiltswebdesign.co.uk 8
  • 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 9 Slides available from www.wiltswebdesign.co.uk 9
  • 10. Search Engine Optimisation Analytics – www.google.com/analytics WiltsWebDesign.co.uk 10 Slides available from www.wiltswebdesign.co.uk 10
  • 11. Search Engine Optimisation Webmaster – www.google.com/webmaster WiltsWebDesign.co.uk 11 Slides available from www.wiltswebdesign.co.uk 11
  • 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 12 Slides available from www.wiltswebdesign.co.uk 12
  • 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? 13 Slides available from www.wiltswebdesign.co.uk 13
  • 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 14 Slides available from www.wiltswebdesign.co.uk 14
  • 15. Search Engine Optimisation Great conversion % - then let’s look building visitor numbers WiltsWebDesign.co.uk 15 Slides available from www.wiltswebdesign.co.uk 15
  • 16. Search Engine Optimisation WiltsWebDesign.co.uk Delivering traffic to your website Slides available from www.wiltswebdesign.co.uk 16 16
  • 17. Search Engine Optimisation WiltsWebDesign.co.uk 17 Slides available from www.wiltswebdesign.co.uk 17
  • 18. Search Engine Optimisation What IS SEO – and what’s all the fuss about? WiltsWebDesign.co.uk 18 Slides available from www.wiltswebdesign.co.uk 18
  • 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 19 Slides available from www.wiltswebdesign.co.uk 19
  • 20. Search Engine Optimisation The Problem WiltsWebDesign.co.uk 20 Slides available from www.wiltswebdesign.co.uk 20
  • 21. Search Engine Optimisation WiltsWebDesign.co.uk 21 Slides available from www.wiltswebdesign.co.uk 21
  • 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 22 Slides available from www.wiltswebdesign.co.uk 22
  • 23. Search Engine Optimisation The Solution WiltsWebDesign.co.uk 23 Slides available from www.wiltswebdesign.co.uk 23
  • 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 24 Slides available from www.wiltswebdesign.co.uk 24
  • 25. Search Engine Optimisation Are you registered? WiltsWebDesign.co.uk 25 Slides available from www.wiltswebdesign.co.uk 25
  • 26. Search Engine Optimisation www.dmoz.org WiltsWebDesign.co.uk 26 Slides available from www.wiltswebdesign.co.uk 26
  • 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 ! 27 Slides available from www.wiltswebdesign.co.uk 27
  • 28. Search Engine Optimisation Ask 4% Bing 10% Yahoo Google 1 2 12% 72% 3 WiltsWebDesign.co.uk 4 28 Slides available from www.wiltswebdesign.co.uk 28
  • 29. Search Engine Optimisation WiltsWebDesign.co.uk Probably the most important content on your web site 29 Slides available from www.wiltswebdesign.co.uk 29
  • 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 30 Slides available from www.wiltswebdesign.co.uk 30
  • 31. Search Engine Optimisation WiltsWebDesign.co.uk 31 Slides available from www.wiltswebdesign.co.uk 31
  • 32. Search Engine Optimisation Where do they go? WiltsWebDesign.co.uk 32 Slides available from www.wiltswebdesign.co.uk 32
  • 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 33 Slides available from www.wiltswebdesign.co.uk 33
  • 34. Search Engine Optimisation WiltsWebDesign.co.uk 34 Slides available from www.wiltswebdesign.co.uk 34
  • 35. Search Engine Optimisation Meta Description Tag WiltsWebDesign.co.uk – Limit to around 150 characters – Use on every page – Customise for each page 35 Slides available from www.wiltswebdesign.co.uk 35
  • 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 36 Slides available from www.wiltswebdesign.co.uk 36
  • 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 37 Slides available from www.wiltswebdesign.co.uk 37
  • 38. Search Engine Optimisation Header Tags <H1> </H1> A Highlighter for the Search Engines WiltsWebDesign.co.uk 38 Slides available from www.wiltswebdesign.co.uk 38
  • 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 39 Slides available from www.wiltswebdesign.co.uk 39
  • 40. Search Engine Optimisation What Else Counts? Backlinks WiltsWebDesign.co.uk 40 Slides available from www.wiltswebdesign.co.uk 40
  • 41. Search Engine Optimisation What Else Counts? link:www.thecompetition.co.uk WiltsWebDesign.co.uk 41 Slides available from www.wiltswebdesign.co.uk 41
  • 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? 42 Slides available from www.wiltswebdesign.co.uk 42
  • 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? 43 Slides available from www.wiltswebdesign.co.uk 43
  • 44. Search Engine Optimisation Remember Your web site is for your WiltsWebDesign.co.uk CLIENTS not the search engines 44 Slides available from www.wiltswebdesign.co.uk 44
  • 45. Search Engine Optimisation Get Found - Google Base WiltsWebDesign.co.uk Slides available from www.wiltswebdesign.co.uk 45 www.google.com/base 45
  • 46. Search Engine Optimisation Get Found - Google Local www.google.com/places WiltsWebDesign.co.uk 46 Slides available from www.wiltswebdesign.co.uk 46
  • 47. Search Engine Optimisation Get Found - Google Local www.google.com/places WiltsWebDesign.co.uk 47 Slides available from www.wiltswebdesign.co.uk 47
  • 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 48 Slides available from www.wiltswebdesign.co.uk 48
  • 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 49 49