search engine optimisation seo getting higher rankings in the search engines
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eBusiness Programme workshop programme
HOW TO GET MORE WEBTRAFFIC & HIGH SEARCH
ENGINE RANKINGS
Presented by: Ann Stanley
MD Anicca Solutions
Agenda
• All About Search Engines
• Getting Listed in Search Engines
• Targeting Traffic - Keyword Analysis
• On-page Optimisation
• Off-page Optimisation
Natural/Organic Search
Search using Keyphrase
Pay Per Click Advertising
Inside search engine results
Inside search engine resultsSearch using Keyphrase
Natural/Organic Search
Sponsored links
Inside search engine results
Search using Keyphrase
Natural/Organic Search
Sponsored links
Getting Listed in Local Search – go to maps & click on “put your business here”
Getting Listed in Local Search - open your account (or a new one)
Getting Listed in Local Search – add contact details & description (including important keyphrases)
Getting Listed in Local Search – select categories
Getting Listed in Local Search – get validation code
Getting Listed in Local Search – add number from your text message
Getting Listed in Local Search - infoserve
Getting Listed in Local Search - Thomson
A search engine is made of three basic components:
A Spider or RobotAn automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content
A Storage System or DatabaseA record of all the pages viewed by the Spider
A Matching Process or Relevancy AlgorithmThe rules that tell the search engine how to determine what would be relevant to your search
How Search Engines Work
Part 1 – Auditing and planning• Can the spiders access your site?• Keyphrase research• Page planning
Part 2 – On-page factors• Writing optimised text
Part 3 - Off page factors• Link building
Part 4 – Ongoing Management• Submission • Reporting• Ongoing Activity
Part 5 – Using pay per click (PPC) while SEO kicks in• Developing a new site• Integration with PPC
Search Engine Optimisation Process
Is my content listed in Google? – Yes!
This technique also allows you to see how your web developer has set-up your urls, titles and descriptions for your site (key for being found in the search engines)
Is my content listed in Google? – No!
These sites have been constructed in Frames and Flash, technologies which can't be indexed (or spidered) by the search engines
• No point being no.1 for a phrase nobody searches for
• Aiming for highly-popular phrases may be difficult or deliver poor ROI
• Do the chosen phrases convert?
• Traffic is pointless without sales!
Targeting Traffic - Keyword Analysis
Key Phrase Length
• Results for all search engines world wide
Create a Keyphrase Matrix for Your Products/Services
hotel hotels room rooms weekend break
book book hotel book hotels book room book rooms book weekend break
reserve reserve hotel
reserve hotels
reserve room
reserve rooms
reserve weekend break
check availability
hotel check availability
hotels check availability
room check availability
rooms check availability
weekend break check availability
Derbyshire hotel Derbyshire
hotels Derbyshire
room Derbyshire
rooms Derbyshire
weekend break Derbyshire
London hotel London
hotels London
room London
rooms London
weekend break London
Google PPC keyword tools – get suggestions
Google PPC keyword tools – get estimates
• Keyword research tools return hundreds of terms for any given topic, e.g. “no win no fee”, “accident claim”, “personal injury” etc.
• Millions of sites compete for these visitors:
• “no win no fee”: 4.5m sites
• “accident claim”: 6m sites
• “personal injury”: 36m sites
• Best terms: Enough people searching but few enough competing websites.
Case Study: Injury Compensation
31102,0008Whiplash compensation award
1
9,830
738
5,000
831
3,750
667,000
Pages with exact phrase
in text
0
79
37
316
352
4
18,800
Competitors with term in
Title tag
327,000
1,330,000
1,260,000
365,000
1,500,000
1,370,000
6,000,000
Total Search Results
145Industrial injury compensation
8Whiplash injury claim UK
493Work accident compensation claim
174Whiplash injury compensation
240Road traffic accident compensation
11,299Accident claim expert
756,907Accident claim
Search Count per
day
Keywords
Case Study: Injury Compensation
Case Study: Injury Compensation
31102,0008Whiplash compensation award
1
9,830
738
5,000
831
3,750
667,000
Pages with exact phrase
in text
0
79
37
316
352
4
18,800
Competitors with term in
Title tag
327,000
1,330,000
1,260,000
365,000
1,500,000
1,370,000
6,000,000
Total Search Results
145Industrial injury compensation
8Whiplash injury claim UK
493Work accident compensation claim
174Whiplash injury compensation
240Road traffic accident compensation
11,299Accident claim expert
756,907Accident claim
Search Count per
day
Keywords
1. On Page Factors
• Title Tag
• Meta Tags
• Content
• Heading Content
• Frequency of phrases
• Density of phrases
• Internal Link structure
2. Off Page Factors
• Domain name
• Filename / full URL
• Directory Listings
• External Link Structure
• Anchor text of inbound links
• Page quality of inbound links
What Determines Your Page Ranking?
There are 85 – 100 factors used in the algorithms of the major search engines!
On-Page Optimisation
Title tag
Alt tag
Body copy & internal links
Heading tag
Title Tags and Meta Tags
<title>Commercial Photography Northampton UK - From The Hip Photographic Studio</title>
<meta http-equiv="Content-Type" content="text/html;">
<meta name="keywords" content="Northampton photography Studio, creative photographic studio northampton, northampton photographer, photographic studio northampton,">
<meta name="DESCRIPTION" content="From the Hip Photography are a Northampton UK based creative photographic studio specialising in creative commercial portraits and PR events.">
Improving Title Tags – optimise on url?
Improving Title Tags – optimise on homepage?
Improving Title Tags – no location
Keyword Density
• Number and proximity of keywords on a page
• Too high looks like spam
• Too low will appear irrelevant
Check Your Keyword Density: www.ranks.nl
Check Your Keyword Density: www.ranks.nl
Check Your Keyword Density: www.ranks.nl
Structuring Content
• Heading tags emphasise keywords
• Also use bold and italics for emphasis
Handmade Chocolate GiftsWelcome to Handmade Chocolate Gifts, a collection of dark, milk and white chocolate bars, novelties and sweets to buy online.
75% Dark Chocolate a SpecialityHandmade Chocolate Gifts specialise in 75% cocoa dark chocolate, made from the finest beans of Africa.
Buy Chocolate Gifts Online in Confidence
Our online chocolate shop is 100% secure, all our chocolates are in stock and we offer next day delivery.
<h1>
<h2>
<h3>
<p>
<p>
<em>
Off page factors (Link building)
Adobe.com is found for “click here”(due to the importance of linking & anchor text)
Anchor Text
• Anchor text is the visible hyperlinked text on the page
• Can be used to strengthen keyword density
• Anchor text phrases should include your key search terms. Example:
• Bad: For our latest office furniture, click here
• Good: Look at our latest office furniture
The Importance of PageRank
The Importance of PageRank
Who Links to You?
linkdomain:www.yoursite.co.uk
Who Links to You? – more links in Yahoo
linkdomain:www.yoursite.co.uk
Getting Links
• Useful/funny/controversial/valuable content
• Syndication
• Directory entries
• Direct approaches to webmasters
• Beware reciprocal and paid links
• Online press releases
• User-generated content sites
• The PageRank of the sites that link to you directly affects your own PageRank
• The text used to link to your site (“anchor text”) is vital in the optimisation process
• One-way backlinks (inbound) are much better than reciprocal links
• An ongoing programme of link building is vital to retain and improve your position.
Key Points: Link Building
Myth Busters
• Submit your site to thousands of search engines
• Meta tags make all the difference
• You can guarantee top placing in a search engine
• You need to constantly re-submit your site
• Multiple versions/domains for a site helps
• PPC campaigns mean higher natural ranking
• Check that your site has been indexed in the top UK and .com search engine (type site:www.mycompany.co.uk into each search engine)
• Check that your site has no search engine barriers (eg flash, frames)
• Check that there is a “site map” and text links to pages within your site
• Every page within your site must act as a doorway into the site by containing the keyphrases used by searchers in the text and tags
• Check that every page has the “calls for action” – eg phone numbers, register for email, check availability, book now!
• Check your Google page rank, inbound links in order to develop Strategic link building and registration in directories - DIY!
• Use a dual strategy of optimisation and pay per click (+/- xml feed) to cover all the keyphrases used by potential customers
• Monitor your site, use a statistics package to determine levels of traffic, where they came from, keyphrases used and what they did when they got there (did they register or book?) - What is the CPA & ROI?
Top-tips to improve yoursearch engine traffic
Improve Your Search Engine Rankings
Presentation: email ann@anicca-solutions.com
Workshops & events: www.ebusinessclub.biz
Further support:
eBusiness Programme:Workshop programme advice: Joanne Mobbs:
joanne@emcc.org.uk
Business Link Business Support Adviser appointment:
0845 058 6644
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