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Emmat presentation 15 03 2011

John Owens
John Owens

The document provides an overview of search engine optimization (SEO) fundamentals and how to get websites found on Google. It discusses how Google's search algorithm works and factors that determine search results rankings. Key recommendations include researching important keywords, optimizing web pages around those keywords, and pursuing both on-page and off-page SEO strategies like building relevant inbound links. The document also cautions against practices like Flash-based sites that can hurt SEO performance.

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John Owens Search Engine Optimisation - Getting found on Google 息 John Owens Associates 2011
This is a whistle-stop tour..... Not a plan of action! To Getting found on Google + it works for the other search engines like Bing and Yahoo too If you need more: Full day Search Engine Optimisation course run here, Thursday 7 April 贈85 members / 贈120 non-members See flyer or ask how to book
Getting found on Google
How Google works First, some statistics UK - Google.co.uk & .com accounted for 90.38% of all UK searches in the 4 weeks ending 19/02/11 Yahoo! accounted for 2.88% , bing.com for 4.11% Together 97.37% of all searches in UK USA Google.com 67.99%, Yahoo! 14.44% , bing.com 12.98%, Ask 2.53% Together 97.94% in 4 weeks ending 12/02/11 Google is also important in many other countries too e.g. Singapore (.com + .com.sg) 84.67% in 4 weeks ending 12/02/11 Australia (.com+ .com.au) 91.57% in 4 weeks ending 19/02/11 Source www.hitwise.com
How Google works A Spider... Googlebot wanders the web for new websites and changes to websites. It then views the web pages and strips out the text content. An Indexed Storage System.. A record, held by Google of all the text pages viewed by the spider (+ lots of other info too) A Matching Process.. The Relevancy Algorithm The rules that tell Google how to determine what would be relevant to your search
How Google works Search term key words /phrase Pay per Click (PPC) results Organic or natural results Number of results
How Google works
SEO Fundamentals What visitors are you looking for? What will potential customers type in? Do they know the technical term for your product, or would they use something else? Cultural context (e.g. pavement /sidewalk, duvet / doona) Misspellings (e.g. labels / lables) Review competitor sites, identify relevant keywords and phrases Use (free) Google tools to see which phrases you need to incorporate Build relevant content around them Optimise EACH page, not just home page
SEO Fundamentals On Page Factors Page Title Tag key phrase close to beginning, 1 st is best! Good, substantive, unique Content appropriate to key phrase, (Google likes pages to change over time, also likes new pages on an old site too) Heading content should have keywords in it Internal Link structure should contain key phrases (Meta Tags) What determines whereabouts you appear on the Google search page?
SEO Fundamentals Off Page Factors Domain name key word use e.g. Stickylabels Filename / full URL Anchor text of inbound links using your key phrases External Link Structure from a diverse range of other sites, how authoritative they are as sites and how focused they are on your subject Page quality & popularity of inbound links (PageRank) Directory Listings Speed of site What determines whereabouts you appear on the Google search page? There are at least 100+ factors used in the Google algorithm to determine top rankings in the organic listing section
SEO Fundamentals Title tag + Alt tags on images Body copy & internal links Heading tag
SEO Fundamentals Description tag View Source From www.designweek.co.uk Title tag Keywords tag
SEO Donts Flash based site Frames based site Graphics only site
SEO Fundamentals long tail marketing Source: RankStat.com, London, January 2007 Results for all search engines length of key phrases entered
SEO Fundamentals long tail marketing
Long Tail You need to define which niches your business is in.. You can also look at what your successful competition do too You need to be starting to collect ideas For key phrases For possible links to your site from important other sites
The Intitle tag What is the competition? Not really people with just the key phrase in their website They really are: People who use the phrase in their Title Tag 513,000 results 1,620 results
Finding out where we are...
Finding out where we are...
Key word research
Key word research Average advertiser competition 210 searches for this phrase in September
Key word research - on your existing site Your website
Key word research - on your existing site
Going Local
Going Local
Google Places
Adding your site
Adding your site
The Gold Standard www.dmoz.org
Finding Directories www.isedb.com
Local directories www.rutnet.co.uk
Industry-specific directories www.smoothhound.co.uk
Dont forget Social Media Blogging Twitter
Thanks John Owens Associates Tel: 01522 822 302 email: [email_address]

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Emmat presentation 15 03 2011

  • 1. John Owens Search Engine Optimisation - Getting found on Google 息 John Owens Associates 2011
  • 2. This is a whistle-stop tour..... Not a plan of action! To Getting found on Google + it works for the other search engines like Bing and Yahoo too If you need more: Full day Search Engine Optimisation course run here, Thursday 7 April 贈85 members / 贈120 non-members See flyer or ask how to book
  • 4. How Google works First, some statistics UK - Google.co.uk & .com accounted for 90.38% of all UK searches in the 4 weeks ending 19/02/11 Yahoo! accounted for 2.88% , bing.com for 4.11% Together 97.37% of all searches in UK USA Google.com 67.99%, Yahoo! 14.44% , bing.com 12.98%, Ask 2.53% Together 97.94% in 4 weeks ending 12/02/11 Google is also important in many other countries too e.g. Singapore (.com + .com.sg) 84.67% in 4 weeks ending 12/02/11 Australia (.com+ .com.au) 91.57% in 4 weeks ending 19/02/11 Source www.hitwise.com
  • 5. How Google works A Spider... Googlebot wanders the web for new websites and changes to websites. It then views the web pages and strips out the text content. An Indexed Storage System.. A record, held by Google of all the text pages viewed by the spider (+ lots of other info too) A Matching Process.. The Relevancy Algorithm The rules that tell Google how to determine what would be relevant to your search
  • 6. How Google works Search term key words /phrase Pay per Click (PPC) results Organic or natural results Number of results
  • 8. SEO Fundamentals What visitors are you looking for? What will potential customers type in? Do they know the technical term for your product, or would they use something else? Cultural context (e.g. pavement /sidewalk, duvet / doona) Misspellings (e.g. labels / lables) Review competitor sites, identify relevant keywords and phrases Use (free) Google tools to see which phrases you need to incorporate Build relevant content around them Optimise EACH page, not just home page
  • 9. SEO Fundamentals On Page Factors Page Title Tag key phrase close to beginning, 1 st is best! Good, substantive, unique Content appropriate to key phrase, (Google likes pages to change over time, also likes new pages on an old site too) Heading content should have keywords in it Internal Link structure should contain key phrases (Meta Tags) What determines whereabouts you appear on the Google search page?
  • 10. SEO Fundamentals Off Page Factors Domain name key word use e.g. Stickylabels Filename / full URL Anchor text of inbound links using your key phrases External Link Structure from a diverse range of other sites, how authoritative they are as sites and how focused they are on your subject Page quality & popularity of inbound links (PageRank) Directory Listings Speed of site What determines whereabouts you appear on the Google search page? There are at least 100+ factors used in the Google algorithm to determine top rankings in the organic listing section
  • 11. SEO Fundamentals Title tag + Alt tags on images Body copy & internal links Heading tag
  • 12. SEO Fundamentals Description tag View Source From www.designweek.co.uk Title tag Keywords tag
  • 13. SEO Donts Flash based site Frames based site Graphics only site
  • 14. SEO Fundamentals long tail marketing Source: RankStat.com, London, January 2007 Results for all search engines length of key phrases entered
  • 15. SEO Fundamentals long tail marketing
  • 16. Long Tail You need to define which niches your business is in.. You can also look at what your successful competition do too You need to be starting to collect ideas For key phrases For possible links to your site from important other sites
  • 17. The Intitle tag What is the competition? Not really people with just the key phrase in their website They really are: People who use the phrase in their Title Tag 513,000 results 1,620 results
  • 18. Finding out where we are...
  • 19. Finding out where we are...
  • 21. Key word research Average advertiser competition 210 searches for this phrase in September
  • 22. Key word research - on your existing site Your website
  • 23. Key word research - on your existing site
  • 29. The Gold Standard www.dmoz.org
  • 33. Dont forget Social Media Blogging Twitter
  • 34. Thanks John Owens Associates Tel: 01522 822 302 email: [email_address]

Editor's Notes

  1. at www.360e.co.uk website.
  2. ISEDB.com is a directory of directories. It provides you with a list of web directories by specialism, by geography and general directories. Some directories are free, and some will charge for a link to your website. www.isedb.com/html/Web_Directories/