Search Engine Optimisation for Business - Threesides Marketing
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Transcript of Search Engine Optimisation for Business - Threesides Marketing
Search Engine Optimisation
About this presentation
This presentation was originally presented as a face to face 2hour training workshop as part of the ACT Digital Enterprise Training workshop series.
The session was presented by Todd Wright from Threesides marketing in Canberra.
www.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/threesidespins
Your Name, your business and when was the last time you used a search engine (Hours
ago, Days, Weeks?)
Overview
1. What is SEO
2. Why it matters to business
3. How search engines work
4. How to optimise your site and content
5. Measure and evaluate
6. Things to avoid
7. Useful tools to help you DIY
8. Keep learning about SEO
#1 What is SEO
SEO = Search Engine Optimisation
(or) Search engine opinion.
There is no ‘one right answer’ to search – just a collection of tested, qualified and some times completely wrong opinions. Listen, learn and test these ideas for yourself.
#2 Why it matters to your
business
Consider the internet as a massive ocean
Without visibility in search engines you may never be found
It’s time to get aboard the right ship withqualified customers, heading to your island, cashed up ready to spend!
Get Found
Get Clicked
Get Business
#3 How Search Engines work(or how google works anyway)
1. Transactional SearchesIdentifying a local business, making a purchase online and
completing a task.
2. Navigational SearchesVisiting a pre-determined destination and sourcing the
“correct” website URL.
3. Informational SearchesResearching non-transactional information, getting quick
answers and ego-searching.
Types of Searchers
4. How to optimise your
site and content
1.Easy to use, navigate, and understand
2.Provide direct, actionable information relevant to the search query
3.Professionally designed and accessible to modern browsers
4.Deliver high quality, legitimate, credible content
What is an Awesome site for search?
a) Find your keywords
b) Research competition
c) Interrogate your analytics
d) Use tools to discover new ones
e) Use them in your content, titles, tags
f) Acknowledge the long tail
1. Fresh, Keyword optimised content
https://adwords.google.com/o/KeywordTool
Google keyword tool
http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
a) HTML Head Tags – meta tags
b) URL – Length, keywords, hypens
c) Body Tags - Keyword Repetitions, proximity
d) Alt Tags – image descriptions, Filenames
2. Page Setup
POOR > www.seomoz.org/blog?id=123
GOOD> http://www.seomoz.org/blog/google-fresh-factor
URL Structure
YOUR SITE
a) Internal Links - Click-Depth
b) Outbound links
c) Inbound links with high Page Rank value
3. Links + Quality backlinks
For search engines that crawl the web, links are the streets between pages. Using sophisticated
link analysis, the engines can discover how pages are related to each other and in what
ways.
- www.seomoz.org
• http://www.seomoz.org/blog/external-linking-good-for-seo-whiteboard-friday
Make some link Love (LINK IDEAS)
1. Get your customers to link to you.
2. Build a company blog. Make it a valuable, informative and entertaining resource.
3. Create content that inspires viral sharing and natural linking
4. Be newsworthy.
5. Find directories or listings of relevant resources.
www.seomoz.org
a) Indexable / searchable content
b) Menu structure
c) Page Structure
d) Site map = xml site map
e) Robots.txt
f) Content management system
4. Site Structure
a) Directory listings
b) Forums (with rel=dofollow)
c) Social media
d) Media articles
5. Off Page
#5 Measure and Evaluate
• Direct Navigation: Typed in traffic, bookmarks, email links without tracking codes, etc.
• Referral Traffic: From links across the web or in trackable email, promotion & branding campaign links
• Search Traffic: Queries that sent traffic from any major or minor web search engine
• Track your Rankings
#6 Things to Avoid
1. “Overdoing” SEO
2. Keyword stuffing
3. Trying to cheat the engines
4. Offshore ‘cheap’ SEO services
5. Set and forget
6. Too much research and not enough action
Things to avoid
#7 Useful tools
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO.pdf
1. Google Search engine
2. Google keyword tool
3. Google analytics
4. Google webmaster tools
5. SEO MOZ
6. Moz Bar
What’s in our SEO tool kit
http://www.seomoz.org/tools
SEO MOZ
#8 Keep Learning
http://www.seomoz.org/learn-seo
http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo
http://searchengineland.com/
http://www.searchenginejournal.com/
Free resources
SEO recap – TO DO LIST
1. Set your objectives
2. Review your site
3. Update site technical bits
4. Improve on page content
5. Create off site value + links
6. Measure and Evaluate
7. Keep going
www.actdigitalenterprise.com.au
www.threesides.com.auwww.Facebook.com/threesideswww.Twitter.com/threesideswww.slideshare.net/threesideswww.pinterest.com/threesidespins
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