Serarch Engine Optimisation

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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Serarch Engine Optimisation


The Essentials

Am I bothered? You should be!


This is why!


Google was responsible for 68% of UK click
-
throughs in August, a 2.8% rise over
February, while second
-
placed Yahoo! only
managed a 0.1% increase to 9.1%.



Market share of visits to UK search engines

Google
79.6%
Yahoo!
7.5%
AOL
5.5%
MSN/WL
2.7%
Ask.com
2.1%
Other
2.7%
[Source: Enquisite, March 2007]

[Source: Nielsen//NetRatings , October 2006

What do we mean by SEO?


Search Engine Optimization (SEO) is the
black art and science of raising web site
visibility in search engines to increase
targeted leads


SEO improves natural or “organic” listings in
the Search Engine Results Pages (SERPs)


The basics of a SERP


So, what keywords?


Choose keyphrases that are narrow enough
to rank well, and broad enough to garner
adequate traffic


Search Phrase

Search Volume

%

solicitor
bromley

469

divorce solicitor
bromley

7

1.5%

solicitor
milton

keynes

512

divorce solicitor
milton

keynes


42

8.2%

solicitor
salisbury

185

divorce solicitor
salisbury

3

1.6%

Webposition Screenshot


Google results


SEO Best Practice


Keyword research


narrow & find a niche


Buy definitive domain


Rename your business as your top keyphrase
(Salisbury Solicitors LLP)


Linkworthy site: Create SEO
-
friendly site with
fresh content, tools, info.


Optimize site for high search engine visibility


Integrate top keyphrases into design


Use <TITLE> tag well


Semantic page markup

SEO Best Practice


cont.


Create buzz with
news/content/tools/software


Get indexed


Mix previous two items well and repeat


Get links,
links
, and
more links
(relentless
PR)

3 Keys to SEO


1. Linkworthy: make it useful &
compelling


SEO is intertwined with web site design & content


Tips booklets, news, content


2. Keywords & Content
-

Onsite
optimisation


Theme optimization = keyword
-
focused content


More content = higher PR


Follow best practices, avoid worst


3. Link Popularity
-

Off
-
site optimisation


Maximize high PR inbound links (backlinks)


Keyphrase filled anchor text (example:
keyphrase.com


1. Make it Linkworthy


Freshly updated


Compelling content


Useful tools, software, white papers


Inform people about legal topics


Follow Internet ethos, Give = Get

2. Keywords & Content


Buy domain name with your top keyphrase


TITLE tag with top keyphrase up front


Use keyphrase in text
-
based headers (H1, H2)


Use keyphrase in first sentence (first 25 words)


3% keyword density


Optimise one page for one keyphrase


Use keywords in links & text


Use keywords in ALT tags


Use text
-
based menus / lists


Write full sentences


Google’s preference

3. Link Popularity


Check at
http://www.yahoo.com



Enter site:www.yourdomain.com


http://www.bishopslaw.co.uk

= 21


http://www.eversheds.com

= 2,053


http://www.bbc.co.uk

= 168,459


More links from high PR sites are better


A major contributing factor to your PageRank


Concentrate on links from relevant sites


Link building service (see
sample report
)