Search Engine Optimisation Fundamentals

Search Engine Optimisation

WiltsWebDesign.co.uk
Delivering traffic to your website
Slides available from www.wiltswebdesign.co.uk
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Slides Available from
www.wiltswebdesign.co.uk
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So Andy –

Are you going to tell us
how to get to

NUMBER 1

in Google

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• Introduction
• Why SEO
• Search Engine Optimisation
• Other Google Territory

• Close

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I don’t think my How do I get
website’s more people to
working for visit my website?
me, what can I
do?

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How is your website performing right now? I don’t think my
website’s
working for
me, what can I
do?

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Everything on the internet can be measured

You just have to know how

If it can’t be measured – it’s probably not worth doing

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Website performance – what you need to know

• How many visitors does your site attract?

• What do they do whilst they are there

– How many pages do they look at?
– How long do they spend on the site?

– How does this compare against the targets set for the site?
– How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls
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Analytics – www.google.com/analytics

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Webmaster – www.google.com/webmaster

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Lots of visitors but not
many enquiries?
How do I get
more people to Let’s look at your site
visit my website?

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Is your site ready?
Do the pages open quickly?
Is it easy to navigate?

Loaded with compelling and relevant
content?

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Does it Grab the Attention?
A– Grab their ATTENTION

I– Generate an INTEREST

D– Build the DESIRE

A– Promote the ACTION
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Great conversion % -
then let’s look
building visitor
numbers

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What IS SEO – and what’s all the fuss about?

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What IS SEO – and what’s all the fuss about?

SEO is the art and science of making a web site
“Search Engine Friendly” in order to move the
Andy Poulton site higher in the Search Engine Results Pages
[SERPs] without loosing site of the intended

target audience

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The Problem

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83% of web users use Search Engines

95% use Google

50% of users go beyond page 1

10% of users venture past page 2

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The Solution

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What’s the big secret?
Do the right things right

There Isn’t one! and

get the right results

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Are you registered?

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www.dmoz.org

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How do Search Engines Work?

• Search Engines use Robots to Spider sites

• Search Engines rank web sites against own unique criteria

• Sites can be optimised if criteria understood

• These criteria are NOT fixed !

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Ask 4%
Bing 10%

Yahoo Google 1
2
12% 72% 3

4

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Probably the most important
content on your web site

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Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone

– Search using your keywords and see what
appears
• Use the free Google keyword tool
http://goo.gl/ah50
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Where do they go?

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Where to place Keywords

HTML Title

• about 80 characters

• 3 or 4 keywords
• Make each page title relevant to each particular
page

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Meta Description Tag

– Limit to around 150 characters
– Use on every page
– Customise for each page 35
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Alternative Attribute – aka Alt Tag

– Every Image needs one
– Build Keyword Count
– Comply with Disability Discrimination Act - Accessibility
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Name files with keywords
HTML page name

www.sbas.org.uk/non-executive-director.htm

– Images

non-executive-director.jpg

• Use keywords for Text Links [Anchor Text]

Non Executive Directors

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Header Tags <H1> </H1>
A Highlighter for the Search Engines

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Where the Keywords go – A Summary
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names

• ALT Attributes
• Header Tags
• Navigation Link Anchor Text
• URLs
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What Else Counts?

Backlinks

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What Else Counts?

link:www.thecompetition.co.uk

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What Else Counts?

Google will measure your site based on “relevance”

• The number of times it is clicked in a search

• Where is the site hosted?

• How fast do the pages open?

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What Else Counts?

Domain Name

• Does it include any Keywords?

• How long ago was it registered

• How long is it registered for?

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Remember

Your web site is for your

CLIENTS
not the search engines

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Get Found - Google Base

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Get Found - Google Local

www.google.com/places

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Get Found - Google Local
www.google.com/places

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What’s Next?
• Critically assess your site

• Research keywords thoroughly

• Ensure your keywords are in the right places

• Monitor performance

Google Webmaster Tools www.google.com/webmaster
Google Analytics www.google.com/analytics

• Continually monitor your site’s ranking and make improvements
where possible

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Andy Poulton

M: 07966 547146

andypoulton

andypoulton

andy@wiltswebdesign.co.uk

49 49

Search Engine Optimisation Fundamentals

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