Seo 2013 city library v2

Search Engine Optimisation
Zulf Choudhary
Director
Supported By

Copyright Sparta Technologies 2013 t/a SpartaPay

Content
1. What is SEO
2. Why Is SEO relevant?
3. What is new in SEO
4. New thinking
5. Key concepts
6. Marketing strategy is the key
7. What is marketing strategy?
8. Terms to know
9. What the eye misses
10. What computer sees
11. Types of marketing
• Keyword research
• Content development
• Link building
• Paid per clicks
• Adwords
• What is best for you

7. Warning
8. Summary


About us

We create bespoke mobile and web platforms
 Software outsourcing and social banking for over 10 years

 Key insight is social engagement and inclusion

 We are a spin out from The University of Manchester

 Lots of expertise

 Staff with varies IT backgrounds from private to public sector

 Good knowledge base at the Manchester University

Voted best EU
IT Project 2007


What is Search Engine Optimisation

• Search engine optimization (SEO) is the process of
improving the volume and quality of traffic to a
website from search engines using "natural"
("organic" or "algorithmic") search results. Getting
visibility.

• The objective is to get a good ranking in when
people search the web for information.
Why: The Hyper Text Transfer Protocol (HTTP) is an application protocol for
distributed, collaborative, hypermedia information systems.*

This is how computers read, translate and present data on your screen.

*http://www.w3.org/Protocols/

Why SEO is relevant?

Knowledge starts and ends with a search

• 633 million websites in the world today*

• 200,000+ increase per month in websites*

• When people surf the internet, they are looking for specific information.

• Whatever niche or market you are in there is going to be competition.

• If your website isn't on page 1, you stand less chance of getting sales?

*http://techlogon.com/2011/11/15/how-many-websites-are-there-in-the-world/


New SEO - Google Panda updates

A game changer in SEO, stops the old tricks of SEO

• Google Panda affects the ranking of an entire site or a specific
section rather than just the individual pages on a site.

• Google updated Panda and stated that they are deploying an
"over-optimization penalty," in order to level the playing field.

• Look at your whole site for relevant content and links.

• Fair ways for users to view info they want by better algorithms.

*Google Panda/ Penguin is a change to Google's search results ranking algorithm that was first released in February 2011.


New SEO thinking
Author Rank
the higher the rank and reputation of the author, the higher are the chances of their
content ranking well in search engines plus lining to Google+ profile.

Equivalency Score Algorithm
Work in the same way as Google Adword‟s Quality The quality score of the keywords is
then to rank website accordingly. Quality Score is apportioned by Google to keyword
optimised ads. This is an indicator of the ads‟ value and relevance to searchers. If 2 or
more searches provide the same results top slot is randomly given.

Link Disavow Tool
The Link Disavow Tool was created to collect data on the backlink structure of sites.
The tool will be used to improve reporting of spam sites and poor quality backlinks.
Consequently, blog posts and forum posts can no longer be used to create backlinks.

Social media presence
Sharing of content on social networks like Facebook, Twitter, StumbleUpon, Pinterest,
Delicious, LinkedIn, MySpace and Google+ will be of the utmost importance.

Digital marketing
Digital marketing will include the entire spectrum of online marketing from market-
purposed content creation, through pay-per-click strategies, to use of social media.


Key new elements

Searchable Relevant content people that search for

+

Linked Links means you are trustable.
=

Marketing being part of social media network
strategy


Marketing strategy is the key

• SEO to maximise chances of a search engine
giving you a good ranking on a search page.

• Web marketing- Includes both web advertising
and web optimization (SEO), efforts to achieve
high visibility of a web site.

• SEO is about strategy, not key just key words.


Strategy- plan to succeed

• Establish the target market for your site before you begin
working on the design or content.

• What is relevant to your customers?

• Good copywriting, design style and navigation structure.

• Part of your social media content.

• Part of your online marketing links.

• Quality content.


Types of marketing
SEO is branch of the marketing strategy or plan, using all your resources
wisely. This can or may include all or some of the following

• Search engine optimization
• Social media marketing
• Email marketing
• Referral marketing
• Content marketing
• Search engine marketing
• Pay per click
• Cost per impression
• Search analytics
• Web analytics
• Display advertising
• Contextual advertising
• Behavioural targeting
• Affiliate marketing Cost per action
• Revenue sharing
• Mobile advertising etc


Terms to know

Search engines are reliant on meta data or tags to correctly
classify a web page, so here are some old terms to know. You
must know about the old stuff as SEO still uses these tools.

• Met tag- Meta tags are a great way for to provide search engines with
information about webpage's.

• A tag is a non-hierarchical term assigned to a piece of information such as
an Internet bookmark, digital image, or computer file.

• Keyword-words describe what your page is about to a search engine.

• Content- the „Stuffing in your website‟-words, images, video audio files etc.


What the eye misses
http://www.fineanddandie.co.uk/about.htm

As of 2013


What the computer sees - source code

Key Words
Meta Tags

Content

http://www.fineanddandie.co.uk/about.htm


Where to find the source code

In the menu bar
using Explorer
click „View‟

In the menu drop
down list click
„Source‟

You then see what the computer sees: key words, meta tags and content structure.


SEO key parts - still relevant

Is it relevant
and trustable?


Key word search

• Research keyword phrases extensively.

• The phrases that people are typing in the
search engines may be different from
those that you think they are searching for.

• To find the optimal for, use research tools
such as Keyword Discovery, Wordtracker,
Google AdWords, and Yahoo Search
Marketing data.
•

Title tags

• Integrate your keyword phrases into each
page‟s unique Title tag as every search
engine gives them a lot of importance.

• The information you place in this tag is what
will show up as the clickable link to your site
on the search engines.


Meta tags

• Meta tags provide search engines with
information about a website. Meta tags are
added to the head section of your HTML page
so computers find sites.
• Not as important as they once were.

• But still use them.


Content is king

• Write good & unique content.

• If your content is useful & valuable think of sharing
it with others, just ensure that you get credit for it
and a link back.

• Update the content on your site regularly. This will
encourage more search engine spider activity and
faster updates of your site.

• Integrate keywords into each page and don‟t “stuff”.


Linking

• Get relevant and live incoming links from social
media and directories as soon as possible.

• You are after relevant links to your audience. If it
offers no material benefit to your audience, think
carefully about the value of it on your site.

• Submit your site to local, regional, national and
niche directories.

• User social media pages.

Monitoring and controlling

• Use Google Sitemap and Yahoo Site Explorer to
monitor your site to see how often the spiders are
coming to your site, how many pages are indexed,
and to analyze the links to your site.

• Knowing how many pages are indexed is another
important data you can retrieve from Google
Sitemap and Yahoo Site Explorer.

• This data indicates how good your site‟s internal
structure is and whether your site is crawled
extensively.

Site maps

• Make sure your site has a site map, which
is linked to from every page on the site.
• These are liked by search engine robots
and helps them to find every page with just
two clicks.


Being web crawlier-friendly

• Program your site to be “crawler-friendly.” This is
important because if search engines cannot
search your site, read JavaScript links and
menus, and interpret graphics and Flash, they
cannot rank you.

• you need to provide alternate means of navigation
on your site, such as via HTML links in the main
navigation on every page which link to the top-
level pages of your site.


Domain names

• Avoid buying multiple domains for one site.
Multiple domains do not help you at all.

• Keep it simple.

• Longer the name more errors in spelling or
understanding can happen.


Social networks-the key to future SEO

• Contribute to social networks particular in your
sector or audience.
• This will enable promotion of traffic to your
site.
• Higher trustable and author ranking


Paid adverts

• Pay Per Click – Adwords, Yahoo, Miva etc
• E-Mail marketing campaigns
• Banner Advertising


PPC - pay per click
Paid for
adverts


PPC


PPC

• Key phrase targeted
• Pay per click, not per impression
• Prominence of ad is based on bidding
• Quicker than organic
• Click costs can be high – conversion is important
• SEO for high volume low intent – PPC for long tail?
• Bid to be near the top?
• Flexibility
• Click fraud


Google adwords

• It‟s the market leader
• Its simple to use
• Offers tracking facilities


Warning- do not get kicked out of the web

• New Google SEO system will panda you if you try to cheat!
• Don‟t use other people‟s copy to fill your own website. It needs to be unique and
original to get you to the top!
• Don‟t hide text on your website. Google could and will eventually remove you from the
serps (search engine results pages).
• Don‟t buy 1,000 links and think “that will get me to the top!”. Google likes natural link
growth and often frowns on mass link buying.
• Don‟t get every body to link to you using the same “anchor text” or link phrase.
• Think quality of links….not quantity.
• Don‟t buy many keyword rich domains, fill them with similar content and link them to
your site, no matter what your SEO company says. This is lazy SEO and could see
you ignored or worse, banned from Google.
• Do not constantly change your site pages names or site navigation. Search Engines
don‟t like it.
• Do not build a site with JavaScript navigation that Google, Yahoo and MSN cannot
crawl to catalogue.
• Do not link to everybody who asks you for reciprocal links. Only link to quality sites
you feel can be trusted.
• Do not submit your website to Google via submission tools. Get a link on a trusted site
and you will get into Google in a week or less.
• Do not ignore what your site will look like on mobiles phones.


Use your head

• Its simple – know your customers

• You can do it

• Have a marketing strategy

• Stand out from 633 million+ web sites!


Summary

Searchable Relevant content that people search for

+

Linked Are you are trustable.
=

Marketing Is it part of a social media plan?
Strategy


Thank you

Telephone: 0161 306 5848

Email: info@spartapay.co.uk

Address: Spartapay
University of Manchester
Arch 29, PO Box 88
Sackville Street
Manchester M 13NL
www.spartapay.co.uk


Sample of Pay for click providers

• Google Adwords (http://adwords.google.com)
• Yahoo! Search Marketing
(http://searchmarketing.yahoo.com)
• Microsoft adCenter
(http://adcenter.microsoft.com)
• MIVA Pay Per Click, Pay Per Call and Pay Per
Text (www.miva.com)
• SEO http://www.webconfs.com/seo-tutorial/seo-
and-keywords.php


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