Search Engine Optimisation. Andrew Lloyd Gordon

Transcription

1 Search Engine Optimisation Andrew Lloyd Gordon

2 Search Engine Optimisation A little bit of history The impact of Google How to optimise your website Future trends in search

3 A little bit of history Search Engine Optimisation

4 In the olden days

5 Location was everything

6 How people found you

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10 Hypertext Markup Language

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14 The World Wide Web

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20 How do Search Engines work? Spiders or Bots

21 A new web site is created or has new content

22 Spider crawls and indexes site

23 Indexes key terms, count word frequency Search Wiki Engine SEO SEM Web

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26 How a search engine works northern film festival Index Algorithms Yahoo Search Results Page (SERP)

27 The top 8 online activities Ratings Watch video Radio Music IM Social Media Search

28 87% of web users access information via search engines

29 Growth of Search Engine Marketing (SEM) grew 52% to 1.2 billion of total online advertising spend (57.8% share) 65% of SEM budget is spent on paid search and 35% of SEO SEO predicted to increase by 28% in 2008 Source;PWC/IAB

30 The impact of Google Search Engine Optimisation

31 Tim Berners- Lee Father of the World Wide Web

32 Hypertext Markup Language

33 Meta Data

34 Sergey Brin & Larry Page

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36 Google s dominance Yahoo- 1% MSN- 2% Ask- 3% Google- 78% Google Yahoo MSN Ask

37 A website s link community

38 Google s spiders crawl the site

39 Follow links, count links in and out

40 What s your Google Page Ranking? PR(A) = (1-d)+d(PR(t1)/C(t1) PR(tn)/C(tn))

41 What s your Google Page Ranking? PR(A) = (1-d)+d(PR(t1)/C(t1) PR(tn)/C(tn)) Links In + Links Out

42 Link equity In-bound or back-links links = 70% of the value of your website For Google, Yahoo! and MSN Link:

43 Google applies numerous algorithms This Site That site

44 Sites are ranked according to their Weighting 10 Tons 9 Tons 8 Tons 6 Tons

45 How does Google choose which sites to display first? On page Great content Updated frequently Fully optimised Off page Number of inbound links How many times clicked in SERPs Length of stay

46 How does Google choose which sites to display first? Great content Regularly updated Easy to navigate Good Information Architecture Accurate coding and structure

47 How to optimise your website Search Engine Optimisation

48 SEO

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50 A 7 Step SEO process 1. Discover what search phrases your audience uses

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52 The search journey Browsing Researching Completing Theatres 380,000 Searches Theatres Liverpool 7500 Searches Buy Liverpool theatre tickets 500 Searches

53 The long tail Search volumes decrease as phrases become more specific

54 How to research keywords Key-word tools Word tracker, Yahoo assistant, Google Suggestion tool Key-word Discover Analyse Log files PPC Campaigns Use PPC data to inform natural search research Web analytics Your analytics should show your referring key-words and phrases Online research tools Hitwise, and Net-ratings

55 Writing for the web

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59 credit crunch credit card crunch credit crunch definition the credit crunch us credit crunch global credit crunch credit crunch 08 credit crunch end

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61 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly

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63 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly 3. Deploy keyword phrases across the site

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65 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly 3. Deploy keyword phrases across the site 4. Invite Google to crawl

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67 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly 3. Deploy keyword phrases across the site 4. Invite Google to crawl 5. Pay to be listed

68 Pay to be listed Paid Search PPC= 30% SEO= 70% PPC

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70 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly 3. Deploy keyword phrases across the site 4. Invite Google to crawl 5. Pay to be listed 6. Encourage links

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73 A 7 Step SEO process 1. Discover what search phrases your audience uses 2. Build site to be search engine friendly 3. Deploy keyword phrases across the site 4. Invite Google to crawl 5. Pay to be listed 6. Encourage links 7. Track and tune

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76 Key Performance Indicators Outcome based SERP positions against key words Visitor targets to website(s) Share of keyword phrases with competition Cost based targets

77 SEO has a bad reputation

78 Evil bosses love SEO

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81 Just say No! Repeating keywords Hiding keywords Re-directs Cloaking Link farms Doorway pages

82 Great Content Accessible The Slippery Slope Easy to use Re-directs Link farms Cloaking Keyword stuffing Hidden text

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90 Simple improvements Descriptive page titles Use meta data Descriptive links Sprinkle keyword phrases throughout Use Alt Tags

91 Why SEO when you could use Pay Per Click (PPC)? Better click through rates and conversions No Charge for natural search friendly traffic Reinforces best practice design Visitors tend to stick around longer

92 Why SEO when you could use Pay Per Click (PPC)? Increasing problem of click fraud Organisational visibility Improvements in tracking mean ROI easier to measure

93 Future search trends Andrew Lloyd Gordon

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95 Google s Universal Search Launched March 2007 on Google.com

96 Mobile search

97 Searching the Blogosphere Open source blogging search engine Blogpulse; measures blog buzz

98 Growth of niche sites

99 Growth of aggregator sites

100 Wikipedia s Search Engine

101 Satnav and advertising?

102 Search Engine Optimisation Andrew Lloyd Gordon

103 Search Engine Optimisation A little bit of history The impact of Google How to optimise your website Future trends in search

104 1. Know your keywords Music PERFORMING the arts space cultural events artist PERFORMING ARTS local music gigs SCULPTURE new music Latest film release art gallery JAZZ Children s theatre shows modern art painting exhibitions DRAWINGS reggae art workshops Theatre literature CONCERTS PAINTINGS world music contemporary venues performance spaces Dance company local bands

105 2. Have great content

106 3. Share some Link Love

107 4. Update your content regularly Content Updated More People Visit Site Site Re- Indexed Site Goes up in SERP

108 Search Engine Optimisation Andrew Lloyd Gordon