how to rank no 1 on google and the other search engines l.
Skip this Video
Download Presentation
How to rank No. 1 on Google (and the other search engines)

Loading in 2 Seconds...

play fullscreen
1 / 80

How to rank No. 1 on Google (and the other search engines) - PowerPoint PPT Presentation

  • Uploaded on

How to rank No. 1 on Google (and the other search engines). Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: A little history of Google…. Intro. About me… Tell us a little bit about you: Your name

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'How to rank No. 1 on Google (and the other search engines)' - MikeCarlo

Download Now An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
how to rank no 1 on google and the other search engines

How to rank No. 1 on Google (and the other search engines)

Clayton Wehner - Blue Train Enterprises

M: 0438 925 613 E:

a little history of google
A little history of Google…
  • About me…
  • Tell us a little bit about you:
    • Your name
    • Your business
    • Your website
    • Your website traffic
  • 1 – Search engines and Google
  • 2 – Choosing the Right Keywords
  • 3 - On-site Optimisation
  • 4 – Getting Value from Links
  • 5 – Content is king
  • 6 – More things to do and not do
how this workshop works
How this workshop works
  • I have structured content
  • But happy to deviate where necessary
  • Ask questions along the way
  • Learn from one another
  • Informal, interactive, fun
how does your website fare
How does your website fare?

what is a search engine
What is a search engine?
  • A web search engine is a tool designed to search for information on the World Wide Web (Wikipedia)
  • Search engines exist to deliver the best possible search results to the user, for any given keyword combination.
  • Search engines use complex algorithms to index and rank web pages programmatically.
about google
About Google
  • Brainchild of two college friends, Sergey Brin and Larry Page
  • Their search engine was originally called BackRub
  • In 1997 it became Google, a play on the word "googol," a mathematical term for the number represented by the numeral 1 followed by 100 zeros
  • Google became the world’s biggest search index in June 2000
  • Google’s ascent as a ‘second mover’ was remarkable – it eclipsed the likes of AltaVista, Yahoo!, MSN, Lycos
  • Today Google is a frontrunner in mapping and satellite technology, operating system software, office applications, mobile computing and much, much more
why is it important to optimise for google
Why is it important to optimise for Google?
  • ‘Build it and they will come’ doesn’t apply on the web
  • There are many fancy websites on the web that never get seen!
  • Launching a website is the easy part…
  • The hard part is getting qualified traffic
  • Need to satisfy two ‘audiences’:
    • People or ‘real’ visitors
    • Search engine ‘spiders’ or ‘robots’
why is important to optimise for google
Why is important to optimise for Google?
  • 93% of consumers’ worldwide use search engines to locate web sites. (Forrester Research)
  • 85% of qualified web traffic is driven through search engines. (WWW User Survey)
  • 75% of search engine traffic never scroll past the first page of results. (WWW User Survey)
  • Google is the number one website in Australia (Hitwise)
don t settle for second best
Don’t settle for second best…
  • The first result in Google gets as many visitors as position 2-4 combined
    • The top spot drove 34.35% of all traffic in the sample, almost as much as the numbers 2 through 4 slots combined, and more than the numbers 5 through 20 (the end of page 2) put together."
  • Result number 10 gets 143% more clicks than result number 11
    • The biggest jump, percentage-wise, is from the top of page 2 to the bottom of page 1. Going from the 11th spot to 10th sees a 143% jump in traffic.

Chitika Report -

organic vs paid
Organic vs Paid
  • Google displays two types of results:
    • Organic results: these are unpaid listings that are ranked by importance/keyword relevance
    • Paid results: these are pay-per-click listings that appear on the right hand margin and above the organic listings – anybody can bid to display their ad at the top of these listings
  • Google users generally accord greater worth to the organic results
  • Google employs over 200 algorithmic factors to determine where web pages rank in organic results

Paid Results

Organic Results

quick quiz
Quick Quiz
  • What do the following stand for?
    • HTML
    • URL
    • RSS
    • SEO
    • SEM
    • PPC
    • SERPs

Search Engines and Google

are you in google
Are you in Google?
    • Displays a list of pages from your site that have been indexed by Google
    • Displays a sample of external pages that link to your site
    • Displays the cached image of the website that is currently on file at Google.
    • Displays information that Google currently holds about the website.
    • Displays pages that are similar to your website.
  • If you are not in Google, submit your site here:
choosing the right keywords20
Choosing the Right Keywords
  • A keyword combination is used to obtain search results from a search engine
  • Web pages can be optimised for particular keyword combinations
  • Before optimising a website, it is necessary to identify the best keywords to optimise for
choosing the right keywords21
Choosing the Right Keywords
  • Keywords are the combinations of words that searchers enter into search engines to find content
  • It’s necessary to do some keyword analysis for your website…
    • What is the volume of traffic for different keyword combination?
    • Have other websites optimised for those keywords? Would it be hard to get a high ranking?
    • Who sits in the No. 1 spot for those keywords?
    • What keywords are my competitors targeting?
    • What do the keywords say about the searcher’s intent/mindset?
      • Surfers
      • Researchers
      • Buyers
  • What is the searcher’s intent/mindset if they were to use the following search terms?
    • Hotels
    • Cheap hotels
    • Hotels in Sydney
    • Last minute Sydney hotel deals
    • Sydney serviced apartment deals
    • Bed and breakfast on george street Sydney
    • Grand Mercure hotel Darling Harbour Sydney
  • Pair up
  • Imagine that you are in the market for something from your partner’s website and you’re ready to buy
  • Write down three keyword phrases that you might enter into a search engine to find that product or service
  • Then, write down three keyword phrases that you think somebody would enter into a search engine to find your own product or service
  • Compare your keyword combinations
google keyword suggestion tool
Google Keyword Suggestion Tool
  • Keyword tool
    • Displays keyword combinations that advertisers bid on
    • Level of competition for the keywords by advertisers
    • Global/local monthly searches
  • Traffic estimator
    • Displays predicted volume of traffic for keyword combinations
    • No. of searches, average cost per click, estimated clicks and costs
google insights for search
Google Insights for Search
  • Displays search query trends across the world
keyword advice
Keyword Advice
  • Optimise each page for a different keyword combination (yep, every single page)
  • Don’t choose single keywords – 3-5 word combinations are best
  • Don’t choose generic keywords - be specific
  • Don’t choose hotly-contested keywords
  • Use geographic qualifiers – ie. Adelaide
  • Put yourself in the buyer’s shoes
  • Choose keywords that align with a ‘buying’ state of mind
  • Take a couple of minutes to come up with an appropriate keyword combination that you could optimise your home page for.
  • Here are some combinations that I have used:
    • Canberra jobs (
    • Australian online bookstore (Boomerang Books)
    • Cheap books Australia (Boomerang Books)
    • Cheap hotels Sydney (

Choosing the Right Keywords

on site optimisation30
On Site Optimisation
  • On-site factors play a big role in determining your search engine rankings
  • These are the things that you can do yourself or that you can task your web developer to do on your behalf
use of multimedia platforms
Use of multimedia platforms
  • Be careful when using multimedia platforms, such as Flash, particularly as navigational elements
  • Your website must be ‘spiderable’, otherwise it won’t get good search engine rankings
  • Text-based navigation can be ‘spidered’; links embedded within a Flash element cannot.
  • Be careful also with Javascript, DHTML or other graphical navigation elements
  • If you use these, provide a text based navigation bar elsewhere on the page
on site navigation
On-site navigation
  • Your navigation structure and accessibility is critical for search engine rankings – search engines need to be able to access your content in order to index it
  • KISS principle
  • Employ the 2 click rule (3 click rule at most)
  • Use textual links from your home page
  • Use a Sitemap which can be accessed from your home page
  • Employ inline / contextual links – links within your page copy
the title tag
The TITLE tag
  • The singularly most important on-site factor!
  • If you do one thing to your site, then this should be it!
  • This is what appears in the top bar in your browser
  • Almost always the heading that Google chooses for its listings – therefore it needs to be enticing or contain a call-to-action

This is where the TITLE tag

appears in your browser

the title tag37
The TITLE tag
  • Include your chosen keywords within the TITLE tag – preferably near the start of the tag
  • Try to keep it to 70 characters
  • Must be relevant to the page content
  • Very important - each page should have a different TITLE tag
  • Open your own website in your browser
  • View the source code (View menu)
  • What is your TITLE tag?
  • Is it appropriate?
  • Could it be better?
  • What does your main competitor have as their home page TITLE tag? Is it better than yours?
metadata tags
Metadata Tags
  • Search engines also use a series of metadata tags that reside in the header of the page to index websites
  • These tags can’t be seen by human visitors to your website – but they’re still interrogated by the search engines
the description tag
  • A textual description of what the page is about
  • Regularly used in Google search results as the description of your site
the description tag42
  • Include keywords close to the start of the tag, but don’t repeat more than 3 times
  • Try to keep it to 150 characters
  • Must be relevant to the page content
  • Each page should have a different DESCRIPTION tag
the keyword tag
  • Less important than TITLE and DESCRIPTION, but still worth including
  • Up to 10 individual words, separated by commas
body text
Body Text
  • Google loves original, high quality textual content
  • Body text is extremely important for search engine rankings because this is what human users come to see
  • Keywords, synonyms and variations of the primary keyword combination should be included in the body text, but not so that it reads ‘artificially’. It should read naturally.
  • More on textual content in Part 5…
keywords in urls
Keywords in URLs
  • URLs that contain keywords are better than those that don’t
  • Quite easy to do if your website is static, a little more difficult for database-driven sites
  • Don’t make the URLs too long because this will be seen as an attempt to manipulate the search results
  • Good and bad:
heading tags
Heading Tags
  • Heading tags – eg. <h1>, <h2> - within the HTML identify headings within the page copy and break up the text
  • They are used by search engines to determine page content
  • Use keywords in these tags, but don’t overdo it.
link anchor text
Link Anchor Text
  • The ‘anchor’ text contained within hyperlinks provides Google with an understanding of what the linked content is about
  • Every hyperlink on your site should have descriptive anchor text, rather than ‘click here…’
  • Inline links or contextual links are best
  • eg.
    • Blue Train Enterprises offers a free white paper on how to optimise your website for the search engines
image alt text
Image ALT Text
  • There is the opportunity to specify ‘alternate’ text for every image on your website
  • The ALT text is displayed if the image doesn’t load in the user’s browser
  • It also can have a positive effect on your website rankings
  • The ALT tag should describe the image
  • Keep it short and to the point
  • Don’t use ALT tags as a place to stuff keywords
a word on domain names
A word on domain names…
  • Domain names can assist search engine rankings too
  • If you are thinking of changing names, or planning a new business, think carefully about the domain name you choose
  • Best to have for Australian market, but if possible secure .com as well (very difficult these days)
  • Try to keep it short, memorable
  • Try to include keywords in the domain name
  • Register the name for as long as possible
customer assurance factors
Customer Assurance Factors
  • It is recommended that your website contains:
    • Business information – ABN, ACN, RBN
    • Telephone number – 1300 adds credibility
    • A physical address
    • Information about your business – ‘about us’
    • Policies
      • Privacy
      • Security
      • Terms of use / disclaimers
    • A sitemap with links to major pages

On Site Optimisation

getting value from links54
Getting Value from Links
  • Links – both inbound and outbound – are important factors for Google when assessing a website’s importance
inbound links
Inbound Links
  • These are links on other websites that link to your site
  • Good quality inbound links serve as a ‘vote of confidence’ for your site – if a good site links to your site, then by association, your site must be good, too
  • Try and get links from ‘authority’ websites to your site
    • Thematically-linked sites
    • High ranking and well-known sites
    • Government ( sites – eg SA Central
    • Educational institution ( sites
  • It’s not the volume of inbound links that is important – it’s the quality
inbound links56
Inbound Links
  • When requesting a link, try and engineer it so that your keywords are included in the anchor text – eg. Australian Online Bookstore, Boomerang Books instead of just Boomerang Books
  • Think of five websites that you could try and get an inbound link from:
    • SA Central
    • ….
    • ….
    • ….
    • ….
    • Think B2B partners, customers, local government, local media, chambers of commerce, industry associations, business enterprise centres (!), consumer websites…
outbound links
Outbound Links
  • There is evidence to suggest that your outbound links contribute to your rankings
  • Only link to good quality, thematically-aligned content on third party websites
  • Only link to sites that would be of interest to your audience
  • Be aware that outbound links take visitors away from your site – and that is not necessarily what you want to do.
  • Reciprocal links – I’ll link to you, if you link to me
    • You can get some value from these only if the two sites are thematically aligned and are both high quality
    • Most requests for reciprocal links should be deleted, particularly three-way link swaps
  • Paid Links
    • Google frowns upon paid links – the Google algorithm is sophisticated and can detect links which seek to artificially manipulate its rankings
  • Link Farms & ‘Bad Neighbourhoods’
    • These are sites that allow you to post your link for free alongside thousands of other sites
    • Being linked from these sites can damage your standing
getting listed in directories
Getting listed in Directories
  • Being listed in major directory-based websites can boost your rankings considerably
    • – aka The Open Directory Project - a difficult one to get into
    • - a very important one that will see your business plotted on Google Maps
other ways to get inbound links
Other ways to get Inbound Links
  • Articles / interviews published on other websites
  • Press releases
  • Forum posts
  • Blog comments
  • ‘Link bait’ – controversial is best!

Getting Value from Links

content is king66
Content is King
  • Ever heard the saying?
  • Search engines are simply a means to locate great content
  • Does your site have great content?
  • Or is it just static ‘brochure-ware’?
  • Does your site ‘do’ anything else that will bring visitors back time and again?
content is king67
Content is King
  • Add content that people want to read and will pass on – top ten tips, ‘how to’ guides, free white papers
  • Text should be in short sentences, compact paragraphs, be well punctuated, and contain headings to break up the text – time-poor people don’t read, they scan
  • Pages should not scroll and scroll and scroll…
  • One page per topic (optimised for that topic) and cross-link; granularity
content is king68
Content is King
  • Text should be written from a WIIFM (What’s in it for me?) perspective – no fluff, just tell the customer what they want to hear.
  • Add content regularly via a content management system (CMS) or via regular HTML editing (if you are capable)
  • If your site remains static, then it will lose its prominence in the search engines (and visitors won’t want to come back)
add content regularly
Add content regularly
  • Some ideas for new content for your website:
    • Articles that are related to your product or services
    • New product reviews or information
    • Company activities
    • Special offers or discounts
    • Achievements and awards
    • New staff profiles
    • Case studies about your products or services
    • Testimonials from customers
    • ‘How to’ guides
    • Observations and analysis about the market
web 2 0 and social media content
Web 2.0 and Social Media Content
  • Search engines love Web 2.0 and social media content
  • Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, secure information sharing, collaboration and functionality of the web. Web 2.0 concepts have led to the development and evolution of web-based communities and its hosted services, such as social networking sites, video sharing sites, wikis, blogs, etc (Wikipedia)
web 2 0 and social media content71
Web 2.0 and Social Media Content
  • Blogs – Wordpress
  • Online video - YouTube
  • Micro-blogging - Twitter
  • Social networking – Facebook, Linkedin
  • Social bookmarking – Digg, Technorati, Delicious etc
  • RSS
  • Podcasts
  • Google loves this content and you should employ it where appropriate
  • See my other workshops for more info on Web 2.0, social media and blogging
bookmarking tagging sites
Bookmarking / Tagging Sites
  • Consider implementing an AddThis or AddToAny button on your pages
  • A simple piece of code that adds a button to your page:
  • Consider the different Web 2.0 content options – blogs, video, Facebook, Twitter, bookmarking / tagging
  • Some (or all) might not be appropriate for your business
  • How might some of these things help your business?
  • Take 2 minutes to think about it

Content is King

more things that you should do
More things that you should do…
  • Monitor your server statistics – unique visitors is the key metric to track (not ‘hits’)
  • Set up Google Analytics on your site -
  • Set up Google Webmaster Tools -
  • Set up Google Alerts for your business -
  • Try out Google Adwords pay per click advertising using a trial offer -
other technical things to do
Other technical things to do…
  • Remove multiple ‘instances’ of your site with a Permanent 301 redirect to elminate dilution of your website standing
  • Implement a robots.txt file
  • Implement an XML sitemap
  • Ensure that your pages load quickly by streamlining your code and optimising your images
  • Ensure that your site’s server has close to 100% uptime – if it isn’t live when the spider arrives, your rankings may be affected
  • Make your site W3C compliant –
what you should never do
What you should NEVER DO
  • Hidden text (eg white text on a white background)
  • Keyword stuffing
  • Display duplicate content
  • Cloaking – displaying different content to visitors and spiders
  • Use Flash alone
  • Use Frames
a final thought
A final thought
  • If you employ one of the strategies mentioned in this presentation, you will get some benefit in the search engine results pages
  • If you employ a couple, you will get much greater benefit
  • If you employ all of them properly, then you will most likely go to the top of the results
  • The little things count and, when you employ them together, they can make a big difference to your site performance