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. Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com Why SEO is important? Eye Tracker Heat Map Call us on 020 7692 6940 www.totallycommunications.com Why SEO is important? SEO = Maximising your website’s potential Call us on 020 7692 6940 www.totallycommunications.com 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

,

Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com What is the Meta Title? Meta Title in Search Results Meta Title Keyword in bold Call us on 020 7692 6940 www.totallycommunications.com 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! Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com What makes a good Meta Title? Example of good Meta Title Call us on 020 7692 6940 www.totallycommunications.com What makes a good Meta Title? Example of bad Meta Title Call us on 020 7692 6940 www.totallycommunications.com Meta Description Meta Description is the lines of text show under Meta Title in the search results. Meta Description Call us on 020 7692 6940 www.totallycommunications.com Meta Description Good and Bad Meta Description. Good Bad Call us on 020 7692 6940 www.totallycommunications.com 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 - - Childrens Charity UK - Call us on 020 7692 6940 www.totallycommunications.com Header Tags What are Header Tags? • • • • Coding tags used in development often to style content Tags are incremental i.e.

,

,

...

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.

Most emphasis

Less emphasis

and so on... Call us on 020 7692 6940 www.totallycommunications.com Header Tags Call us on 020 7692 6940 www.totallycommunications.com 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

and include additional keywords Call us on 020 7692 6940 www.totallycommunications.com How to optimise your Header Tags Meta Title h1 h2 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com (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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com …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 Call us on 020 7692 6940 www.totallycommunications.com 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 Call us on 020 7692 6940 www.totallycommunications.com 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/ Call us on 020 7692 6940 www.totallycommunications.com