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Search Engine Optimisation Anthony Quigley Anthony@Online-Marketing.ie 086 2718485 Agenda Overview of Search Engine Optimisation (SEO) How people search What keywords people use How to make your website search engine friendly - 6 Steps to Success Top SEO Tips and what not to do!

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search engine optimisation

Search Engine Optimisation

Anthony Quigley

Anthony@Online-Marketing.ie

086 2718485

agenda
Agenda
  • Overview of Search Engine Optimisation (SEO)
  • How people search
  • What keywords people use
  • How to make your website search engine friendly - 6 Steps to Success
  • Top SEO Tips and what not to do!
the seo cycle
The SEO Cycle
  • Agree Your Website’s Objectives
  • Optimise for Users (Usability)
  • Optimise for Search Engines (SEO)
  • Measure Your Website’s Performance (Analytics)
  • Repeat Steps 1-4
overview of seo
Overview of SEO
  • Search engine optimization (SEO) as a subset of search engine marketing seeks to improve the number and quality of visitors to a web site from "natural" ("organic" or "algorithmic") search results.
  • Getting visitors to your site from Google
6 steps to success on page and off page seo
6 Steps to SuccessON Page and OFF Page SEO
  • Competitive Analysis
  • Keyword Research
  • Determine Current Ranking
  • Optimise Your web Site
  • Get Your Web Site Indexed
  • Optimise Key Pages
  • Don’t Get Banned
competitive analysis
Competitive Analysis
  • Site Age
    • Use Wayback Machine at http://www.archive.org/web/web.php
  • Inbound Links
    • Yahoo.com then “site:www.domain.com”
  • Pages Indexed
    • http://www.seomoz.org/toolbox/indexed
  • Last Indexed
    • www.Google.com/Webmasters
  • Home Page PR
    • Use the Google Toolbar
  • Check Strongest Pages
    • http://www.seomoz.org/toolbox/indexed
keywords
Keywords
  • Foundation of your online marketing campaign
  • Example “Low Cost Airline” vs “Cheap Flights”
  • Draw up your Keyword List
    • Study your web stats program
    • Brainstorm
    • Competitors web sites
    • Use Online Tools to check frequency of use
      • http://Inventory.overture.com
      • www.wordtracker.com
      • www.goodkeywords.com
      • https://adwords.google.com/select/main?cmd=KeywordSandbox
current ranking
Current Ranking
  • Benchmark your site vs others using the same keywords
  • You could do this manually, but ….
  • Online Tools
    • Web Position Gold
      • http://www.webtrends.com/Products/OtherProducts/WebPosition.aspx
    • Trellian SEO Toolkit v2
      • http://www.trellian.com/
    • Agent Web Ranking
      • http://www.agentwebranking.com/
    • Web CEO
      • www.webceo.com
    • Apex Pacific
      • http://www.apexpacific.com/webranking.html
optimise your web site
Optimise Your Web Site
  • Title Tags
  • Description Tags
  • Keywords Tags
  • Alt tags
  • Headers Tags
  • (On Page) Links Text
  • Bold, Italics and Underline
  • Site Map
  • Content
  • URL Re-writing
  • Inbound Links
title tag
Title Tag
  • Very Important to Google
  • Include Keywords (as close to the start as possible)
  • Avoid “keyword Stuffing”
  • Use “|” if necessary
    • Example “Online Marketing | Dublin | Ireland”
  • Use about 60 characters
  • Example
    • NOT <Title> Johnson, Mooney & O’Brien </Title>
    • TRY <Title> Fresh Baked Bread and Scones </Title>
description tag
Description Tag
  • Used to Describe your business or web site
  • If not included, Google will attempt to fill in the blanks
  • Use your keywords in this Tag
  • About 200-300 words
  • (Bad) Example
keywords tag
Keywords Tag
  • Less important that previously, but still valuable
  • Will also form the basis for much of the other tags and site content
  • Process (using procedure discussed earlier)
    • Describe your company, products and services
    • Extract the salient descriptive words
example
Example
  • New company that provides a mortgage advice, products and services.
  • “Finance Limited is a mortgage provider. If you are selling your house or home, looking for a mortgage, need advice on how to sell or buy a house, we are affiliated to the main mortgage providers”
alt tags
Alt Tags
  • Short for “Alternative Text”
  • Google can’t read images, so we give it a “clue” as to what is there
  • Alt Tag text appears as a “pop up” as you hover over the image
headings
Headings
  • Headings offer further “clues” to the search engines
  • H1, H2, H3, etc
  • Format
    • <h1> Title <h1>
    • <h2> Subtitle </h2>
  • Give “importance” to titles
  • Include Keywords where possible
  • Can also be used to organise your web site
on page links text
(On Page) Links Text
  • Links provide great “clues” as to the what the web site is about.
  • Don’t use the “click here” buttons
  • Name the links appropriately
  • Even better – name the target page appropriately as well
bold italics and underline
Bold, Italics and Underline
  • Bold, Italics and Underline gove “substance” to the text
  • Apply these attributes sparingly and ONLY to the Keywords
  • Close to the top of the page
site map
Site Map
  • 2 types of Site Maps
    • On-Page (and therefore visible)
  • On-Page Site Map helps USERS to navigate (and also helps Google)
  • XML based Site Map is designed for Google
  • http://code.google.com/sm_thirdparty.html
inbound links
Inbound Links
  • Possibly MOST IMPORTANT aspect of SEO
  • Google rewards Relevancy
  • Factors include
    • Industry Hubs
    • Number of Incoming Links
    • Link Context
  • Yahoo.com – “Site:www.domain.com”
  • Google.com – “Link:www.domain.com”
inbound links35
Inbound Links

Which web sites to link to your competition?

    • Google “link:www.domain.com”
    • Yahoo! “site:www.domain.com”
    • www.LinkPopularity.com
    • www.marketleap.com
  • Try to link with them also (if appropriate)
  • Relevance is more important than Quantity
  • The Link text that is used is also important
inbound links36
Inbound Links
  • Directory Listings
    • Yahoo (https://ecom.yahoo.com/dir/submit/intro/)
    • Froogle (http://www.google.com/base/help/sellongoogle.html)
    • About.com
    • Business.com
    • Trade Directories
inbound links37
Inbound Links
  • Online PR
  • Write Articles
  • Give Awards
  • Sponsorship
  • Set up an Affiliate Program
  • Blog
  • Free Service
  • Write Great Content
inbound links38
Inbound Links
  • Reciprocal Linking - Guidelines
    • “Is this (other) site a site that my clients would be interested in visiting?
    • What is their PageRank?
    • Do they value a linking strategy?
    • Will the link be in the content or on a “Links” page?
    • Sample text to use

<strong>Online-Marketing.ie </strong><br> <a href="http://www.Online-Marketing.ie/"> Online-Marketing.ie </a> is a Dublin, Ireland based provider of effective search engine optimisation services that will get your site to the top of the rankings. Whether you operate a small business and need regional results or if you are the VP of a Fortune 500 company needing consulting on new site changes and internal page ranking strategies, we have a search engine positioning solution to fit your needs.

inbound links39
Inbound Links
  • Directory Listings
    • Yahoo (https://ecom.yahoo.com/dir/submit/intro/)
    • Froogle (http://www.google.com/base/help/sellongoogle.html)
    • About.com
    • Business.com
    • Trade Directories
inbound links40
Inbound Links
  • Online PR
    • www.webitpr.comwww.prleap.comwww.i-newswire.comwww.webwire.comwww.pressbox.co.ukwww.24-7pressrelease.comwww.clickpress.comwww.przoom.comwww.pr.comwww.marketwire.com
inbound linking
Inbound Linking
  • Write Articles and submit them
    • http://www.findarticles.com/
    • http://www.goarticles.com/
    • http://ezinearticles.com/
    • etc
  • Give Awards
  • Sponsorship
  • Set up an Affiliate Program
  • Blog
  • Free Service
  • Write Great Content
  • Podcasting
  • RSS Feeds
inbound linking42
Inbound Linking
  • Blogging
    • Can be critical to SEO
    • Supplies SE’s with steady stream of content
    • Frequently updated content
    • Opportunity to place keywords
    • Provides another place to add backlinks (inbound links) to your site
    • Blog software tends to be uncomplicated URL structure, therefore easy to read by the SE’s
create a links resources page
Create a Links/Resources Page
  • Examples
    • http://www.eia.doe.gov/links/links.html
    • http://www.php.net/links.php
    • http://www.adminjobs.ie/links.asp
  • Should You use Link Farms?
    • http://www.php.net/links.php
get your web site indexed
Get Your Web Site Indexed
  • Submit
    • Google - http://www.google.com/addurl/?continue=/addurl
    • Yahoo - http://search.yahoo.com/info/submit.html
    • MSN - http://search.msn.com/docs/submit.aspx?FORM=WSDD2
    • Make sure that there are no broken links
    • Don’t use Frames
    • Minimise Flash
    • Please don’t use splash pages
    • Dynamically Generated Pages – Use URL re-writing
optimise key pages
Optimise Key Pages
  • Make sure that the keywords and the description (containing the keywords) is on your web page.
  • Create Keyword specific web pages
  • One main topic for each page
  • Sometimes called “Landing Pages” or “Marketing Pages”
  • Make it all relevant
  • Used in Google AdWords Campaigns
  • NO keyword “stuffing”
  • Use Sitemaps
don t get banned
Don’t Get Banned
  • Keyword Stuffing
  • Alt Image Spamming
  • Hidden Text
  • Meta Tag and Title Tag stuffing
  • Duplicate Content
  • Cloaking
  • Artificial Linking
  • NOTE: Anything that your competitor does to harm your website will not be penalised by Google.
  • Read Google’s Guidelines at http://www.google.com/support/webmasters/
  • Check HTML Validation at www.w3c.org
summary
Summary
  • Overview of Search Engine Optimisation (SEO)
  • How people search
  • What keywords people use
  • How to make your website search engine friendly - 6 Steps to Success
  • Top SEO Tips and what not to do!
6 steps to success
6 Steps to Success
  • Keyword Research
  • Determine Current Ranking
  • Optimise Your web Site
  • Get Your Web Site Indexed
  • Optimise Key Pages
  • Don’t Get Banned
thank you

Thank You

Anthony@Online-Marketing.ie