1 ebusiness Programme workshop programme HOW TO GET MORE WEB TRAFFIC & HIGH SEARCH ENGINE RANKINGS Presented by: Ann Stanley MD Anicca Solutions
2 Agenda All About Search Engines Getting Listed in Search Engines Targeting Traffic - Keyword Analysis On-page Optimisation Off-page Optimisation
3 Inside search engine results Search using Keyphrase Pay Per Click Advertising Natural/Organic Search
4 Inside search engine results Search using Keyphrase Sponsored links Natural/Organic Search
5 Inside search engine results Search using Keyphrase Sponsored links Natural/Organic Search
6 Local Search
7 Local Search
8 Local Search
9 Getting Listed in Local Search go to maps & click on put your business here
10 Getting Listed in Local Search - open your account (or a new one)
11 Getting Listed in Local Search add contact details & description (including important keyphrases)
12 Getting Listed in Local Search select categories
13 Getting Listed in Local Search get validation code
14 Getting Listed in Local Search add number from your text message
15 Getting Listed in Local Search - infoserve
16 Getting Listed in Local Search - Thomson
17 How Search Engines Work A search engine is made of three basic components: A Spider or Robot An automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content A Storage System or Database A record of all the pages viewed by the Spider A Matching Process or Relevancy Algorithm The rules that tell the search engine how to determine what would be relevant to your search
18 Search Engine Optimisation Process Part 1 Auditing and planning Can the spiders access your site? Keyphrase research Page planning Part 2 On-page factors Writing optimised text Part 3 - Off page factors Link building Part 4 Ongoing Management Submission Reporting Ongoing Activity Part 5 Using pay per click (PPC) while SEO kicks in Developing a new site Integration with PPC
19 Is my content listed in Google? Yes! This technique also allows you to see how your web developer has set-up your urls, titles and descriptions for your site (key for being found in the search engines)
20 Is my content listed in Google? No! These sites have been constructed in Frames and Flash, technologies which can't be indexed (or spidered) by the search engines
21 Targeting Traffic - Keyword Analysis No point being no.1 for a phrase nobody searches for Aiming for highly-popular phrases may be difficult or deliver poor ROI Do the chosen phrases convert? Traffic is pointless without sales!
22 Key Phrase Length Results for all search engines world wide
23 Create a Keyphrase Matrix for Your Products/Services hotel hotels room rooms weekend break book book hotel book hotels book room book rooms book weekend break reserve reserve hotel reserve hotels reserve room reserve rooms reserve weekend break check availability hotel check availability hotels check availability room check availability rooms check availability weekend break check availability Derbyshire hotel Derbyshire hotels Derbyshire room Derbyshire rooms Derbyshire weekend break Derbyshire London hotel London hotels London room London rooms London weekend break London
24 Google PPC keyword tools get suggestions
25 Google PPC keyword tools get estimates
26 Case Study: Injury Compensation Keyword research tools return hundreds of terms for any given topic, e.g. no win no fee, accident claim, personal injury etc. Millions of sites compete for these visitors: no win no fee : 4.5m sites accident claim : 6m sites personal injury : 36m sites Best terms: Enough people searching but few enough competing websites.
27 Case Study: Injury Compensation Keywords Search Count per day Total Search Results Competitors with term in Title tag Pages with exact phrase in text Accident claim 756,907 6,000,000 18, ,000 Accident claim expert 11,299 1,370, ,750 Road traffic accident compensation 240 1,500, Whiplash injury compensation , ,000 Work accident compensation claim 493 1,260, Industrial injury compensation 145 1,330, ,830 Whiplash injury claim UK 8 327, Whiplash compensation award 8 102,
28 Case Study: Injury Compensation Keywords Search Count per day Total Search Results Competitors with term in Title tag Pages with exact phrase in text Accident claim 756,907 6,000,000 18, ,000 Accident claim expert 11,299 1,370, ,750 Road traffic accident compensation 240 1,500, Whiplash injury compensation , ,000 Work accident compensation claim 493 1,260, Industrial injury compensation 145 1,330, ,830 Whiplash injury claim UK 8 327, Whiplash compensation award 8 102,
29 What Determines Your Page Ranking? 1. On Page Factors Title Tag Meta Tags Content Heading Content Frequency of phrases Density of phrases Internal Link structure 2. Off Page Factors Domain name Filename / full URL Directory Listings External Link Structure Anchor text of inbound links Page quality of inbound links There are factors used in the algorithms of the major search engines!
30 On-page factors
31 On-Page Optimisation Title tag Alt tag Body copy & internal links Heading tag
32 Title Tags and Meta Tags
33 Title Tags and Meta Tags <title>commercial Photography Northampton UK - From The Hip Photographic Studio</title> <meta http-equiv="content-type" content="text/html;"> <meta name="keywords" content="northampton photography Studio, creative photographic studio northampton, northampton photographer, photographic studio northampton,"> <meta name="description" content="from the Hip Photography are a Northampton UK based creative photographic studio specialising in creative commercial portraits and PR events.">
34 Title Tags and Meta Tags
35 Improving Title Tags optimise on url?
36 Improving Title Tags optimise on homepage?
37 Improving Title Tags no location
38 Keyword Density Number and proximity of keywords on a page Too high looks like spam Too low will appear irrelevant
39 Check Your Keyword Density:
40 Check Your Keyword Density:
41 Check Your Keyword Density:
42 Structuring Content Heading tags emphasise keywords Also use bold and italics for emphasis Handmade Chocolate Gifts Welcome to Handmade Chocolate Gifts, a collection of dark, milk and white chocolate bars, novelties and sweets to buy online. 75% Dark Chocolate a Speciality Handmade Chocolate Gifts specialise in 75% cocoa dark chocolate, made from the finest beans of Africa. Buy Chocolate Gifts Online in Confidence Our online chocolate shop is 100% secure, all our chocolates are in stock and we offer next day delivery. <h1> <p> <h2> <p> <h3> <em>
43 Off page factors (Link building)
44 Adobe.com is found for click here (due to the importance of linking & anchor text)
45 Anchor Text Anchor text is the visible hyperlinked text on the page Can be used to strengthen keyword density Anchor text phrases should include your key search terms. Example: Bad: For our latest office furniture, click here Good: Look at our latest office furniture
46 The Importance of PageRank
47 The Importance of PageRank
48 Who Links to You? linkdomain:www.yoursite.co.uk
49 Who Links to You? more links in Yahoo linkdomain:www.yoursite.co.uk
50 Getting Links Useful/funny/controversial/valuable content Syndication Directory entries Direct approaches to webmasters Beware reciprocal and paid links Online press releases User-generated content sites
51 Major Directories
52 Major Directories
53 Major Directories
54 Key Points: Link Building The PageRank of the sites that link to you directly affects your own PageRank The text used to link to your site ( anchor text ) is vital in the optimisation process One-way backlinks (inbound) are much better than reciprocal links An ongoing programme of link building is vital to retain and improve your position.
55 Myth Busters Submit your site to thousands of search engines Meta tags make all the difference You can guarantee top placing in a search engine You need to constantly re-submit your site Multiple versions/domains for a site helps PPC campaigns mean higher natural ranking
56 Top-tips to improve your search engine traffic Check that your site has been indexed in the top UK and.com search engine (type site:www.mycompany.co.uk into each search engine) Check that your site has no search engine barriers (eg flash, frames) Check that there is a site map and text links to pages within your site Every page within your site must act as a doorway into the site by containing the keyphrases used by searchers in the text and tags Check that every page has the calls for action eg phone numbers, register for , check availability, book now! Check your Google page rank, inbound links in order to develop Strategic link building and registration in directories - DIY! Use a dual strategy of optimisation and pay per click (+/- xml feed) to cover all the keyphrases used by potential customers Monitor your site, use a statistics package to determine levels of traffic, where they came from, keyphrases used and what they did when they got there (did they register or book?) - What is the CPA & ROI?
57 Improve Your Search Engine Rankings Presentation: Workshops & events: Further support: ebusiness Programme: Workshop programme advice: Joanne Mobbs: Business Link Business Support Adviser appointment: