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Introduction to Search Engine Optimization

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Introduction to Search Engine Optimization,SEO

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									Totally Communications

Online Performance specialists since 2000

Introduction to SEO
You have more than likely heard the phrase “Search Engine Optimisation”. You may even have dabbled with it in the past or possibly use a company to do it for you. Either way it can still seem a bit of a mystery. It needn’t be. “An Introduction to SEO” will outline simple and effective techniques you can employ to boost your search engine rankings, increase website traffic and ensure your website is found by those who don’t yet know it’s there. I hope you enjoy the presentation.

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Search Engine Optimisation
Competitor Analysis Content Optimisation Analytics Inbond Links Google Webmasters

Keyword Analysis

Canonical Issues

SEO

Geo Targeting

Internal Linking

Blog Creation

Image Optimization

Link Baiting

Duplicate Content

Google Optimizer

Local Search

Social Bookmarking

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Introduction to SEO
Competitor Analysis Content Optimisation Analytics Inbond Links Google Webmasters

Keyword Analysis

Canonical Issues

SEO

Geo Targeting

Internal Linking

Blog Creation

Image Optimization

Link Baiting

Duplicate Content

Google Optimizer

Local Search

Social Bookmarking

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www.totallycommunications.com

What is SEO?
Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural“ search results.
Wikipedia

PAID LISTINGS

ORGANIC LISTINGS

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Why is SEO important?
Search Statistics: •	3.7 Billion searches were made in the UK in July 2007 •	82% of consumers use Search Engines as a research tool •	90% of searches in the UK are performed in Google (75% Google UK/15% Google.com) •	80% of users click on natural search results

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Why SEO is important?

Eye Tracker Heat Map

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Why SEO is important?
SEO = Maximising your website’s potential

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How can you make a difference?
By optimising specific snippets of content on your web pages you can achieve:
• higher rankings • better click through rates • increased targeted traffic to your website

Content to optimise:
• Meta Title • Meta Description • Header Tags <h1>,<h2>

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Why optimise this content?
1. Search Engines When the Search Engine spiders (e.g. Googlebot) visit your website they put emphasis on the content found in:
• Meta Title • Header Tags

2. Users When using a search engine the search results display the:
• Meta Title • Meta Description

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What is the Meta Title?
Meta Title is a snippet of content shown in the top bar of the Web Browser and in the search results
Meta Title

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What is the Meta Title?
Meta Title in Search Results

Meta Title Keyword in bold

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Why is the Meta Title important?
Meta title is very important for 2 crucial reasons
1. Search Engines look for and emphasise keywords found in the Meta Title 2. Meta title is displayed prominently in the search results

It is for this reason that many SEO’s believe the Meta Tag to be the
single most important tag you have at your disposal
Source: Russ Jones on SEOmoz

So if it’s the only thing you are able to do make sure your web pages have “good” meta titles!

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What makes a good Meta Title?
• No more than 70 characters long • Keyword Rich – preferably with keywords towards the beginning • Attractive to users • Individual to every (relevant) page of the site

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What makes a good Meta Title?
Example of good Meta Title

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What makes a good Meta Title?
Example of bad Meta Title

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Meta Description
Meta Description is the lines of text show under Meta Title in the search results.

Meta Description

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Meta Description
Good and Bad Meta Description.
Good

Bad

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How to update Meta Title & Description
1. Ability to update in many CMS systems 2. Available as plugin to many open source CMS
(WordPress, Joomla, Drupal)

3. Update HTML files via FTP 4. Ask your web developers to update 5. Ask web developers to automate
<Page Title> - <Channel> - Childrens Charity UK - <Brand Name>

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Header Tags
What are Header Tags?
• • • • Coding tags used in development often to style content Tags are incremental i.e. <h1>, <h2>, <h3> ... <h6> Can be used to define size, colour, weight Often used for page titles, sub titles etc.

Why are they important?
• When the Search Engine ‘spiders’ visit your website they prioritise and emphasise the content found within the tags. <h1> Most emphasis <h2> Less emphasis <h3> and so on...

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Header Tags

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How to optimise your Header Tags
1. Make sure your web pages are using Header Tags
• Ask your web developers • Go to content page > Right Click > View Source > Search for H1 etc.

2. Ensure your H1 are keyword rich
Campaigns Projects Campaigns to save Children Projects supporting Children

3. Where possible try and include an <h2> and include additional keywords

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How to optimise your Header Tags
Meta Title

h1 h2

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The Results
Keywords Jewish Social Events Jewish Culture London Jewish Events London Jewish Education London April n/a 114 n/a 89 Position May 8 8 9 4

Content Optimisation

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Inbound Links
Why are links important?
Links from one website to another are seen as a vote for the site receiving the link.

Website A Link

Your Website

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(Nearly) All links are good!
...but some links are better than others
What makes a good link?

Links Relevance Authority Anchor Text
Link Juice

Your Website

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What is Anchor Text?
Anchor Text – the text that is clickable in a hyperlink
For more information click here For more information visit the Children’s Charity website

Children’s Charity Website A Your Website

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How do I get links?
• Create interesting and original content that others might link to • Distribute content via Social Bookmarks, RSS, Twitter, Online Press Releases etc. • Ask your Partners, Patrons and Sponsors for a link • Ask Donors by providing a digital website badge

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Digital Badges?
Offer a digital badge to donors and friends to place on their website or blog
Total identified blogs:

107, 678, 393
New blogs in last 24 hours:

52, 358
Blog posts indexed in last 24 hours:

624, 133

Anchor Text
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Useful Tools
Inbound Link Checker Link Diagnosis: www.linkdiagnosis.com Search Ranking Rank Checker: http://tools.seobook.com/firefox/rank-checker/ Keyword Analysis Google Adwords Keyword Tool: https://adwords.google.com/select/ Wordtracker: http://www.wordtracker.com/ General SEOmoz Tools: http://www.seomoz.org/tools

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…just one more thing!
Advanced SEO Training Day – Summer/Autumn
Please contact Toby or Lisa for more information

Our Services:
• • • • • SEO Health check SEO Campaign Management SEO Consultancy Staff SEO Training PPC Management

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Totally Communications

Online Performance specialists since 2000

Thank you!
Any Questions?

Toby Mason e: toby@totallycommunications.com t: 020 7692 6939 w: totallycommunications.com twitter: @totallycomms
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Sources
ComScore http://www.comscore.com/press/release.asp?press=1748 PewInternet http://www.pewinternet.org/pdfs/PIP_ Data_Memo_Searchengines.pdf iProspect http://www.iprospect.com/premiumPDFs/WhitePaper_2006_SearchEngineUserBehavior.pdf Hitwise http://www.hitwise.com/datacenter/ searchengineanalysis.php Number of blogs http://www.blogpulse.com/

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