Introduction to 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                                            Content
                                       Analysis                                           Optimisation



                                                   Analytics
                                                                                                         Inbond
                                                                                                          Links

                                                                  Google
                                                                Webmasters




                                             Canonical

                                                                             SEO
                           Keyword                                                                                  Geo
                           Analysis           Issues                                                              Targeting




                                                                                                                  Internal
                                                                                                                  Linking




                                                                  Blog
                                                                Creation        Image                              Link
                                                                             Optimization                         Baiting



                                                    Duplicate
                                                     Content
                                                                               Google
                                                                              Optimizer                           Local
                                                                                                                  Search


                                             Social
                                          Bookmarking




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Introduction to SEO
                                      Competitor                                            Content
                                       Analysis                                           Optimisation



                                                   Analytics
                                                                                                         Inbond
                                                                                                          Links

                                                                  Google
                                                                Webmasters




                                             Canonical

                                                                             SEO
                           Keyword                                                                                  Geo
                           Analysis           Issues                                                              Targeting




                                                                                                                  Internal
                                                                                                                  Linking




                                                                  Blog
                                                                Creation        Image                              Link
                                                                             Optimization                         Baiting



                                                    Duplicate
                                                     Content
                                                                               Google
                                                                              Optimizer                           Local
                                                                                                                  Search


                                             Social
                                          Bookmarking




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




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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

                                                                Position
                           Keywords                     April     May
                           Jewish Social Events          n/a         8

                           Jewish Culture London         114         8

                           Jewish Events London          n/a         9

                           Jewish Education London        89         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.




                                                                        Your
                                 Website A
                                                                       Website
                                                         Link




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




                                       Links
                           Relevance
                                                     Your
                                       Link Juice   Website
                           Authority


                       Anchor Text




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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

                                                                           Your
                           Website A
                                                                          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                               Hitwise
http://www.comscore.com/press/re-      http://www.hitwise.com/datacenter/
lease.asp?press=1748                   searchengineanalysis.php

PewInternet                            Number of blogs
http://www.pewinternet.org/pdfs/PIP_   http://www.blogpulse.com/
Data_Memo_Searchengines.pdf

iProspect
http://www.iprospect.com/premiumPD-
Fs/WhitePaper_2006_SearchEngineUs-
erBehavior.pdf




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