1. Blogging for natural search engine performance Chris Bland Senior Account Manager, SEO Greenlight

2. Introduction to Greenlight

5. Demonstrable Success in SEO

6. Introduction to Search Engine Optimisation (SEO)

9. Search Engine Results Pages (SERPs) Natural Results Paid results

10. So where do you need to be?

11. A database containing an index of the content of the Internet, which returns to the user a list of web pages that match a search query performed on that database. What is a Search Engine? 2. Software programs called Spiders are sent out by search engines to scour the web, looking for web pages to add to the INDEX. 1. The Internet contains billions of websites and documents. 3. A user searches a Search Engine for whatever they want. 4. The Search Engine queries its spider-compiled index for matches to the query, and ranks them in order of relevancy. ? 5. The Search Engine returns a results page of websites to the user

12. A database containing an index of the content of the Internet, which returns to the user a list of web pages that match a search query performed on that database. The Key Issues ? Accessibility e.g. Links to Product pages cannot be followed by spiders because navigational menu is unfriendly to Search Engine Spiders. X X X X Cheap flight to Spain No mention of flights or Spain! X Relevancy Your site and its pages need to be relevant for every conceivable search term that is relevant to your products, services, brand, and reflective of your business objectives. How popular are these sites? Credibility Search engines factor in the link popularity of sites before deciding on where to rank them.

13. hotel guide Credibility – A Voting Model 2.5 6.5 5.5 2.5 8.5 Hilton hotel deals Cheap hotels Cheap hotels hotel deals hotel rooms New york hotels New york hotels hotel deals Discount hotels New York travel deals Cheap hotels Book hotels hotels hotel guide 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 1 0.5 3.5 0.5 1 0.5 0.5 0.5 0.5

14. The main advantages of using blogs for SEO

17. Blogging for SEO – Case Study - McDonalds

18. How to take advantage of the SEO potential of blogs

22. Blog technology comparison Features: Wordpress Blogger Typepad Able to rewrite page title (so post title comes first) Possible using free plugin “SEO title” or “All in One SEO Pack” Possible with some template editing Requires advanced template editing URLs with post title Built in capability to edit URL conventions Automatically publishes posts with URLs with dashes between post title words Publishes URLs with shortened versions of post titles, can cut off keywords – can’t change this. Add meta descriptions and keywords to individual posts Possible with free “All in One SEO Pack” plugin Not possible – can only add blog-wide Not possible – can only add blog-wide Other SEO features Numerous plugins: can automatically link to related posts, automatically link keywords and more.

24. Thanks for listening! Chris Bland Senior Account Manager, SEO Greenlight [email_address]