Georgie Pilbeam

1. Principles of keywords and optimisation
Georgie

2. What is Search Engine Optimisation?

3. SEO stands for “search engine optimisation.”
It is the process of getting traffic from the free,
organic, editorial or natural search results on
search engines.

5. Visibility: Search Engine Optimisation allows a business to
be more visible where their customers are searching.
They can get their business in front of the correct people.
Importance of SEO to a business
Increased visibility = increased impact = more money!

6. Branding: Similar to visibility,
appearing in Search Results by
using SEO is also useful for branding.
Whether or not someone clicks through to your website, you
receive mindshare and as a by product of this brand awareness
and trust increase.
Importance of SEO to a business

7. A high search rank through SEO can ensure a ‘vote of confidence’ in your
customers.
This makes you more credible in the eyes of the customer, and therefore
they are more likely to trust you.
Importance of SEO to a business

8. Web traffic is of obvious importance to
online businesses. The more people
that visit their website, the more potential
customers and money they can make.
Putting your business right in front of people via. SEO drives web
traffic.
Importance of SEO to a business

9. SEO can also give you useful insight into your customers.
Find out how they search, how they browse, the language they
use, the devices they use, time of day they are most active etc.
Helps you to better
understand your
customer base.
Importance of SEO to a business

10. What is the difference
between organic & paid
search results?

11. Organic results are the web page listings
that most closely match the users search
query based on relevance. They are natural
results and notpaid to show.

12. Paid search is when a business have paid for their
results to be shown at the top search engine results
pages.
Advertisers will write ad copy, bid on the position
and target these ads to relevant customers
searching for keywords related to their ads.

13. What is the difference
between Pay Per Click & Pay
Per Impression?

14. Pay Per Click : A business pays
every time someone clicks on
their advert and follows
through to their website.

15. Pay Per Impression: A
business pays every time
their ad is shown (the
amount of impressions it
receives).

16. What needs to be
considered as part of an SEO
plan?

17. What are you trying to
achieve?
Setting up clear business goals can help you
measure against them and see how successful
your SEO plan has been.

18. Who are you trying to target?
Making sure you know who you are trying to target and
when will give your SEO campaign a better chance of
success.

19. How long will you allow
for results?
You need to give it a reasonable amount of time
before you see measurable impacts from your
SEO plan. It doesn’t just happen overnight!

20. Are you going to
change or optimise
other areas to improve
your SEO plan?
For example, creating relevant content, website
redesigning etc.

21. What are
keywords?

22. SEO keywords are the key words
and phrases in your web content
that make it possible for people to
find your site via search engines.

23. What factors should you
consider when identifying
keywords and keyword phrases?

24. How do your audience search?
What language/keywords do they use?
Where are they searching for these keywords?

25. Is there any specific jargon that you should
either include, or avoid as
keywords/phrases?
Do your audience search using these jargon
terms?

26. Long tail keywords are three and four keyword phrases
that are very specific to what you are selling.
For example: size 6 red shoes is a long tail keyword.
Are your audience searching for long tail keywords?

27. How competitive are the keywords you are trying to
target?
Are you in direct competition with a more
reputable/acknowledged business?
Should you be targeting less or more competitive
keywords?

28. Similar to competitiveness, it’s
important to look at the monthly
search volume surrounding keywords
so you can target the correct ones and
monitor their impact.

29. It’s important to check your keywords for
misspellings, but it’s also important to see if any
misspellings of synonyms of your keywords are
popular with your audience, and target those
too.
Some words may have a ‘slang’ alternative – do
you want to target that?

30. My list of
keywords

31. I’ve used a fictional company (Sik1 Vinyl) to create a fictional list
of keywords relevant for their business

32. How can you identify the
competition and monthly search
volumes for keywords and keyword
phrases?

33. There are many tools that can help you to
find which keywords you should be
targeting, and the expected monthly search
volumes of these keywords, including…

34. The Google Keyword tool/keyword planner is the
most popular tool when it comes to searching for
keywords.
Searches for keywords and ad group ideas.
You have to pay to use it.

35. There are other free alternatives
such as:
• WordStream keyword tool
• Wordtracker
• SEO book keyword tool
• Ubersuggest
• Keyword eye

36. Where on a website does a
search engine look for keywords
and keyword phrases

37. Search engines will
look for keywords in the titles and headings
of content and pages.
These are related to your products and it’s
sometimes useful to have keywords that
you know people are searching for within
your titles and headings.

38. Image titles
Search engines will look for
keywords in image titles, so it can
be useful to include keywords you
want to target in these.

39. Meta tags can’t be
seen by users, but
they are seen by
Google. It is where
the description of
your site is stored,
and has information
such as what the page
is about, and which
keywords represent
the content.

40. Another place where Google searches for
keywords is within the content.
It’s useful to include keywords in your content
so Google can find them and you rank for them.
You can also include keywords as anchor text on
any links you add to your content.

41. Going back to my example of Sik1 vinyl co, they
could maximise the impact of their keywords by:
• Writing targeted content including these
keywords
• Including images with image tags including
keywords
• Make sure the meta tags on their website fully
describe what they sell, and include keywords

42. Using WHSmith as an example, by
looking at the website I can see a list of
keywords that they might want to target
based on their content.
These could be what’s shown
in their menus, for example…

43. Bestsellers, eBooks, eReaders,
Stationery etc.
These could be incorporated
and include specific products as
keywords, or keep it more
generic (for example: ‘buy books
online’, or ‘book store’)

44. How can link building
help, or hinder the
search engine ranking of
a website?

46. Link building includes:
• Cross-linking to content within your
site
• External linking – links from other
websites

47. Links from high quality, relevant sites HELP
the ranking of website, as it helps users to
connect with the content & info they need.
Links from poor quality, irrelevant sites
HINDER the ranking of a website, as it
doesn’t help users to connect with the
content & info they need.

48. Going back to fictional company ‘Sik1 vinyl co’ they
could look at gaining links from relevant sites such
as:
• Recordstore.co.uk
• Discogs
• Vinyl Net
• Specific Vinyl blogs such as:
• Dust & Groves
• Alltherecords

49. That can positively and negatively
affect how a search engine ranks a
website are…

50. Repetition of words or
phrases.
It’s important not to
‘stuff’ the keywords in
just because you are
trying to target them,
this isn’t seen as best
practice & will result in
lower ranking.

51. • The use of keywords should be relevant, but also limited,
so that they aren’t used in more than 10% of the content.
• Capitalising the right things also can improve your
ranking.

52. It’s important to keep punctuation &
presentation factors in mind if you want to rank.
Don’t overuse exclamation marks
Heading 1/Heading 2 in the correct text style
Don’t use white text on a white background.

53. What is Social Media
Optimisation?

54. Social media optimization is the use of social media
outlets and communities to generate publicity to
increase the awareness of a product, brand or event

55. SMO is important
to a business
because they can
push their products
on social media
where they know
their customers
are, and helps
them increase their
online presence.

56. Search engines
include many social
media tools and
channels in their
search results,
including…

59. Others, such as:
GEO location, online vouchers,
social bookmarks, wikis, blogs,
podcasts.

60. You can use keywords to listen & engage with a social media
audience.
Listen – search keywords to see what they are interested in,
what do they post and talk about?
Engage – target your users with these keywords and become
present via. social media channels.

61. SEO is used only for search engine results, can only show
on search engines where people search.
SMO is used on a range of social networks, tools and
channels meaning you can reach your audience in varying
ways.

62. Mobile
Optimisation

63. Mobile optimisation is the
optimisation of content, or a
website, for use on a mobile device.

64. The difference between mobile
optimisation and SEO is that SEO
focuses more on the search engine
results, and mobile devices focuses on
mobile search engine results & sites.

65. There are also more specific
differences, including:
• Specific meta data
• Mobile XML sitemap
• Links from mobile directories
• Difference in file formats

66. Mobile optimisation is important to
a business because many of their
customers will be searching online
using their mobile, and making sure
they’re optimised makes sure they
exploit this traffic.

67. • There are many ways to optimise a
website including:
- Making sure call to action buttons are
clear
- The text is short and concise
- Include geolocation tags
- No flash
- Mobile domains

68. Keywords and phrases for a mobile website
might have to be different because users
may search differently on their mobile.
Typically, shorter keywords tend to work
better for mobile sites.

69. You can optimize a non mobile website so
that it is suitable for mobile devices, but it’s
usually recommended to get a full mobile
site.
• Simplify
• Site layout
• No flash or java
• Etc.