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Search Engine Optimisation

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					                                                           4/22/2011




                    Search Engine Optimisation

                    Anthony Quigley
                    Anthony@DigitalMarketingInstitute.ie




Agenda



1   Overview of Search Engine Optimisation (SEO)

2   How Google Works!

3   How People Use Keywords

4   On Page Optimisation

5   Off Page Optimisation




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Overview of SEO

Search engine optimization (SEO) is the process of
 improving the visibility of a website or a web
 page in search engines via the "natural" or un-paid
 ("organic" or "algorithmic") search results.


Getting visitors to your site from Google




How Goole Works




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HOW WE REALLY SEE GOOGLE

                                                Eyeball
                                                hotspots




                                               X marks
                                               the clicks




MAIN FACTORS THAT DETERMINE RANKING




 1. Relevancy of the words on your page to the user’s
    query, and the relevancy of the pages that link to it.

 2. Quality of your page (e.g. its usability), and of the
    pages that link to it.

 3. Popularity of your page (i.e. its PageRank), and of
    the pages that link to it.




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ON Page SEO

 1. Competitive Analysis
 2. Keyword Research
 3. Determine Current Ranking
 4. Optimise Your web Site
 5. Repeat!




Competitive Analysis
 Site Age
 - Use Wayback Machine at http://www.archive.org/web/web.php

 Pages Indexed
 - http://www.google.com/webmasters/

 Page Rank
 - Use the Google Toolbar

 Check Geographic Hosting
 http://www.seomoz.org/toolbox/indexed

 Inbound Links
 - Yahoo.com then “site:www.domain.com”




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                 Now
                 What is
                 Digital
                 Marketing?



Slide  9




The Importance of Keywords




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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.trellian.com
     -   www.goodkeywords.com
     - Google Keyword Tool
     - https://adwords.google.com/select/main?cmd=KeywordSandbox




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




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Optimise Your Site
On Page Optimisation
   Title Tags              Video
   Description Tags        (On Page) Links Text
   Keywords Tags           URL Re-writing
   Alt tags/File Name      Site Maps
   Headers Tags            Content
   Bold, Italics and       Hosting
    Underline
                            Linking




Other Aspects to Consider

Domain Name
Use keywords in file names and folders
Use keywords in your page titles
Link to docs to include keywords
Hosting




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Off Page Optimisation - Linking

 Inbound Linking
 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”
 LinkPopularity




Linking
What is Linking?
Why Invest in a Linking Strategy?
Research Your Potential Links
Reciprocal 2 Way Linking
1 Way Linking
3 Way Linking
Relevance is more important than Quantity
The Link text that is used is also important




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What's a Good Link?
   1) OK:
   www.domain.com
   Code for Above to Give to Other Websites
   <a href=“http://www.domain.com”>www.domain.com</a>
   Appears on page like: www.domain.com



   2) Better:
   Buy Cheap Product
   <a href=“http://www.domain.com” title=“Great Cheap Product”>
   Buy Cheap Product</a>
   Appears on page like: Buy Cheap Product


Slide  17




Link Research
Who Links To You?

  (Use “Yahoo Site Explorer” for this: Better results than Google)
  http://siteexplorer.search.yahoo.com




   1. Insert Domain Name
   2. Click on “inlinks”
   3. On Drop-Down 1, select “Except from this Domain”
   4. On Drop-Down 2, select “To Entire Site”
Slide  18




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How To Get Links
1. Submit your site to; DMOZ.org, Yahoo Directory,
Business.com, BOTW, Azoos
2. Contact relevant sites and ask for a link
3. Contact websites/ cos. you have relationships with
and get them to edit their link(s) to you
4. Help clients with “link bait” ideas or articles and
then phone / email relevant people/websites to ask
for a link to it.
5. Use press releases through services like PRweb

Slide  19




How To Get Links – Cont’d
  1. Write original articles containing links and find,
     bribe and manage other sites to host them
  2. Pay students to write on their blogs with links to
     you
  3. Write fresh news items daily and publish them on
     client websites containing links
  4. Distribute articles to article directories (not high
     quality links but good for targeting competitive
     keywords)
  5. Buy text link ads on sites directly to avoid
     networks & Google suspicion
Slide  20




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Track New Incoming Links




Slide  21




             Thank You

             Anthony@Online-Marketing.ie




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