www.nb2bc.co.uk an introductory presentation webinar: search engine optimisation
TRANSCRIPT
www.nb2bc.co.
uk
An introductory presentationAn introductory presentation
Webinar: Search Engine Webinar: Search Engine OptimisationOptimisation
www.nb2bc.co.
uk
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Who we are…Who we are…
Matt Charman
E-business Architect
Mark Bonnett
Open Source Technologist
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Search EnginesSearch Engines50% of searches are ‘business searches’
(source: Overture, 2002)
Cost per lead from a search engine $0.29
(source: US Bancorp Piper Jaffray, 2003)
550 million searches submitted daily worldwide
(source: US Bancorp Piper Jaffray, 2003)
80% of internet sessions begin at a search engine
(source: Jupiter Media, 2003)
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IntroductionIntroduction
After this presentation you will:
be able to have an informed discussion with a web developer regarding the optimisation of your website
have answers to your specific SEO questions
have learnt about our SEO ‘self help’ tool
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Search Engine Optimisation Search Engine Optimisation (SEO)(SEO)
Setting the scene
You are to meet your web developer to discuss optimising your website for search engines:
how do you prepare for the meeting?
at the meeting – what questions should be asked?
what happens before any work begins?
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Meeting PreparationMeeting Preparation
search engine ‘spider’ visits website
spider follows links through site
creates list of words found and page locations
index created based on proprietary weighting system
search engine database is updated
For more information: http://searchenginewatch.com/webmasters/article.php/2168031
How does a search engine work?
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Meeting PreparationMeeting Preparation
major search engines are:
Yahoo
MSN (Microsoft)
other search engines exist but use results supplied by top 3 e.g.
Google powers AOL Search, Netscape
Yahoo powers Alltheweb, AltaVista, Hotbot, Lycos, CNN
‘What are the popular search engines?’
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Meeting PreparationMeeting Preparation
‘What do you want to achieve through SEO?’
top in the search engine
rankings for rankings sake
rank above my competitors
easier for potential customers to find you
more traffic to your website
increase sales
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Questions to consider:
how many sales leads do you want referred from search engines?
where do you want these leads to come from?
which pages do you want website visitors to land on?
what do you want visitors to do at your site?
what conversion rate do you want to achieve?
Meeting PreparationMeeting Preparation
‘What do you want to achieve through SEO?’
business/marketing
objectives
website objectives
SEO objectives
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Meeting PreparationMeeting Preparation
‘Which keywords do you want to be found with?’
Good keywords are those which:
1. define all products and
services
2. are popular
with searchers
3. are not too
competitive
• brainstorm relevant terms
• don’t use industry speak
• get customer focussed
• what makes you unique?
• refine list to include popular search terms
• tools will help you to do this e.g. PrioritySubmit
• refine list AGAIN to include less competitive terms
• analyse number of results returned by search engine
start with your homepage – repeat for all your key pages
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How can I check my if my website can be indexed?
Search Engines can help:
Google search operator:
• ‘info:www.yourdomain’
• reveals information about your site
Free Tools available:
Google Webmaster - www.google.com/webmasters/
• comprehensive info about how Google crawls and indexes websites
Bobby - http://webxact.watchfire.com/
• test single web pages for quality, accessibility, and privacy issues
Meeting PreparationMeeting Preparation
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How has my site been built?
AND….
Is this preventing the search engines indexing my site?
Technologies that may prevent your site being indexed
Technology How to improveFramed site Use no-frames tag
JavaScript menus Use static menu or a site map
Flash driven site Limit usage of flash
Image driven site Use style sheets & ensure enough text used
Dynamic websites Rewrite URLs to be search engine friendly
In the meetingIn the meeting
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‘Will you be optimising these areas on my website?’
Meta Tags
• Page descriptions
• Keywords
• Image descriptions (ALT)
• Page Titles
Page Text
‘Can I make changes to these areas in the future?’
HTML skills
Editing tool required
In the meetingIn the meeting
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In the meetingIn the meeting
‘What meta page titles do you want?’
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In the meetingIn the meeting
‘What meta page titles do you want?’
Page titles should:
be formed from keywords/phrases
give prominence to keywords/phrases
be unique for each web page
be compelling to searchers
be 5-10 words in length
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In the meetingIn the meeting
‘Have you written your page text?’
Guidelines when writing for search engines:
unique keyword/phrase focus for each page
keywords/phrases appear ‘high-up’ on the page
repeat keywords/phrases two/three times per page
web page should have 200-250 words per page
use keyword rich, contextual, internal links
home page is the most important pagecontextual links:
e-marketing advice
NOT
click here
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Before any work begins Before any work begins
‘What is the scope of the SEO quote?’
Does it include:
keyword research
changing site architecture
creation of page titles
rewriting and editing web copy
improving meta tags
in-bound link building strategies
directory submissions
timescales for completion
on-going support
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SummarySummary
Meeting preparation
•define what you want to achieve through SEO
•do your keyword research
During the meeting
•check your site can be indexed
•identify what needs to be done
Before going ahead with the work
•evaluate the quote
•what is included? what isn’t included?
Getting the most from SEO
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7 Steps to SEO success7 Steps to SEO success
1. Download and complete our step by step SEO guide
2. Utilise our 1 to 1 support via ‘skype surgery’
3. Keyword research using tools in SEO guide
4. Prepare to meet web developer
5. Review quote, any issues contact NB2BC
6. Review and measure results of SEO process
7. Contact us for follow up ‘benchmark’ report