Introduction to Search Engine Optimisation (SEO) - Anicca Solutions

creaturewoodsInternet and Web Development

Dec 8, 2013 (3 years and 7 months ago)

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Introduction to search engine
optimisation


SEO

(getting your website found in the
search engines)

Ann Stanley

MD Anicca Digital Solutions

Agenda


Introduction


How search engines work?


Auditing your website


How to improve your listings in the search
engines?


Ensuring your site is indexed


On
-
page optimisation


Off
-
page optimisation


Other resources



UK web visits week ending 04/09/2010.

Google
91.85%

Bing
3.04%

Yahoo
2.84%

Other
2.27
%

Source
Hitwise

-

The table shows
websites

for the industry '
All
Categories
', ranked by
Visits

for the
week

ending
04/09/2010
.

Search engine visits

Search engine results

Sponsored links
-

paid

Display options

Organic or natural
results

Universal results


news, shopping etc

Targeting local customers
through Google Places (map) or
pay per click

Integration of organic and places
results (28
th

Oct)

Google shopping results

Image optimisation

Site Links

Recent news

Summary of different results in Google


Google.com


used by USA and English speakers anywhere in the world


Google.co.uk


defaults to “web results” or select “Pages from the UK”


both biased towards UK (local) results


Organic or natural results on the left


Pay per click or sponsored listings at the top and on the right hand side of
the results


Local map with business listings from Google Places


“Universal results” inclusion of other results at the top of the organic
results:


Images or videos


Shopping results


News, blogs, Twitter (Tweets)


Google Caffeine


“faster and recent”
results including more news, blogs
and Twitter posts


Google Instant


results shown as you type each letter




Position

Click Through Rate

1

42.30%

2

11.92%

3

8.44%

4

6.03%

5

4.86%

6

3.99%

7

3.37%

8

2.98%

9

2.83%

10

2.97%

11

0.66%

21

0.29%

Aim for the
top organic positions

73.5% click
positions 1
-
5

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

How Search Engines work

3 key factors that help you get high
rankings in the search engines

1.
Web site has to be spidered by the search engines
for them to index your content

2.
You must have relevant keyphrase
-
rich content on
your website (on
-
page optimisation)

3.
Your website must be considered authorative for
your chosen topics/sector (off
-
page optimisation)

There are 85


100 factors used in the algorithms
of the major search engines!

Auditing your website

Site:www.anicca
-
solutions.com

140 pages indexed in
Google


Each page has
keyphrase rich URLS,
titles and description
tags

Pages indexed in each search engine

Google

Yahoo

Bing

www.anicca
-
solutions.com

140

185

86

Rank Checker (from
SEOBook
)

SEOQuake

Keyphrase density of Anicca Homepage

Google Analytics

Keywords

Google Webmaster Tools

Link: in Yahoo Site explorer

How to improve your listings in
the search engines

Reasons why your site is not indexed


Not submitted
eg

a new site


Technical barriers
eg


Flash (also iPhones do not display Flash images)


Frames


Some
Javascript

drop down menus


Some content management systems and ecommerce software
produce complex URLS


Pop
-
up windows


Text as graphics


Robots.txt

blocking spiders


Re
-
directs


Password protected content


Hosted overseas (a problem for .com websites)




Roadblock


Flash websites


Title Tag


Meta Tags (description, keyword etc)


Content


Heading content


Frequency of phrases (how many times they are
mentioned)


Density of phrases (proportion of the text)


Internal Link structure with anchor text)


Image optimisation (file names, Alt tags)


Avoid Spam techniques and over
-
optimising


Create new ongoing content on your site
eg

a blog



On
-
page factors

Google keyword research tool

Determine the level of competition

Page plan with levels of monthly searches

vs

competition (results in Google)

On
-
page optimisation

Kathey Bailey leads Written Communication Skills Workshop


Homepage ~500 words


Topic pages~350 words


Target 1
-
2 keyphrases per page


Keyword density = the percentage of all the text on a
page represented by a word or phrase


This is how a search engine understands what a page
is “about”


Keyword density target of 2% to 6%


Above 7% the text will appear repetitive

Keyword
density and page length

The importance of the Title tag

The importance of the Title tag


It’s important to have different title tags on different
web pages


Give the search engines multiple access points to
your website


The titles will reflect the content of the specific
page: e.g. camping, real ale brewery, self
-
catering
holiday cottages

Multiple Title tags

Multiple Title tags

Multiple Title tags

Multiple Title tags

Create ongoing content with Integrated
blog with
Retweet

& Facebook

Checklist for optimising your website


Carryout keyphrase research


Prioritise your keyphrase by high search volume and low
competition (use pay per click data if you have it?)


Produce a topic and a page plan (ie which pages are to be
optimised with which phrases)


Write new optimised content or existing and new pages,
(URL, title, description, headers, keyphrase density, anchor
text, image optimisation)


Upload your content through your CMS and add new links
from the homepage for new pages
eg

in the footer (you
may need to get your developer to do this)


Add new optimised content every week via a blog


Review results using Webmaster Tools and Analytics



Domain age


Domain name


Filename/full URL


Directory listings


External Link Structure


Anchor text of inbound links


Page quality of inbound links


Social bookmarks


Reviews and testimonials


Facebook “Likes”


Off
-
page factors


Key to Google’s algorithm:


Indicator of value:
PageRank


Indicator of relevance: Anchor text



Best links from:


Highly trusted sites (high
PageRank
)


Pages with relevant content


Your keywords as anchor text

Why are Links important?

The importance of Links

Anchor text


Content that people will want to link to


Free stuff


Blog posts


Useful documents/articles


Online tools


Video and audio


Funny or entertaining content



Publicise the content


Email relevant website owners


Submit the page to social bookmarking
tools


Allow others to promote your pages

Getting Links

Major
directories
-

DMOZ

Yahoo Directory

Cost for editorial consideration

Content Placement and Article
Syndication


There are many sites that allow you to upload content relevant to your
business and create your own link to your site, with your choice of
optimised anchor text


Not only does this increase the traffic to the site, it also improves the
PageRank and therefore position of the site in the search engine results


Create a network of incoming links that builds
steadily and gradually over time


Focus on getting links from authoritative websites
with high page rank


Ensure links have consistent inbound URLs


Get keywords into the inbound links (anchor text)


Focus on the major directories and article sites


Avoid link farms and link exchanges

Your linkage strategy

Other resources


Free workshops (2011?)


www.ebusinessclub.biz


www.anicca
-
solutions.com

-

free guides to download
from homepage;
plus Library and
B
log
pages


Industry sites
www.econsultancy.com

www.figarodigital.com



Key blogs


eg

Marketing Pilgrim,
SearchNewz
,
WebProNews
,
SearchEngineland

Thank You

Ann Stanley

ann@anicca
-
solutions.com