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A Short Guide to
Search Engine OptimisationPart II – Off Page Factors
Question:
“What use is a great website if nobody can find it?”
Seminar Guide
Here’s what to expect from this session:
1. Brief recap of key concepts from Part I
2. Off Page Factors – what affects your ranking in Google?
3. Getting listed in “local” search results and other business directories
4. Some useful tools for managing your web presence / SEO
5. Thoughts, tips and suggestions for getting inbound links
6. Measuring the effectiveness of SEO work
Recap: Effective SEO
Effective SEO Considers:
1. How search engines work
2. The actual search terms or keywords typed into search engines
3. Usability and experience -> from Google search to mission accomplished
Effective SEO Achieves:
4. More website visitors
5. Better quality of visitors (more likely to buy / enquire)
6. Convert more visitors to buyers
7. Generate more enquiries
Recap: Key Concepts
1. What is the difference between Paid / Organic / Local search results?
2. What is the difference between long / short tail keywords?
3. Metatags – what are they?
4. What does Google’s “algorithm” refer to?
5. Do you know the difference between On Page and Off Page factors?
Recap: On vs Off Page Factors
SEO consultants typically split their work into 2 distinct areas:
On Page Factors
• Editing website content and HTML to increase it’s relevance to specific keywords.
• Primarily affects WHAT search terms your website appears for.
Off Page Factors
• Website structure, promoting and marketing your site to increase the number and quality of “inbound links”
(when other websites contain links to your website) .
• Primarily affects HOW WELL you’re ranked for the terms above.
A successful SEO strategy will consider both of these and ensure they work harmoniously together.
Recap: On Page Factors
For each page on your website, your keyword should be included in these 3 places:
1. The Page’s URLEach page on your website has a unique “address”, called a URL.
2. The Page’s MetatagsMetatags are invisible to users, but provide information to search engines.
3. The Page’s ContentThe page’s content is what the end user actually sees and the HTML underlying that page - headings, paragraphs of text, images, etc.
These issues were covered in Part 1 of our SEO guide
Today: Off Page Factors
1. Inbound Links and Anchor TextEach link to your website from another website counts as a “vote”.
2. Regular Fresh ContentNew content demonstrates an actively managed site, targets long tail keywords and gives Google plenty of text to sink it’s teeth into
3. Age of Domain/Website, Site Metrics and “Expert Sites”Other factors that can influence how your website is ranked
4. Business Directories and Social MediaAll demonstrate an actively managed site, encourage human interaction and inbound links
Now let’s look at each of these in more detail.
Inbound Links
Inbound links are links FROM other websites INTO your website.
1. THE most important factor in your website ranking – each link counts as a “vote”
2. How fast is the number of inbound links to your site growing? “Hot Topic” or “Permanent Source of Info”
3. The originating site is very important - links from "expert" sites such as The BBC or Wikipedia are very
valuable, while links from “spammy” / low quality sites can actually damage your reputation
Beware of SEO experts selling or promising “XXX links per month for just... £XXX” – go for quality not volume
4. WARNING: Getting inbound links from quality sites is actually very hard – it takes dedication, persistence and
hard work. This is something spam website owners will never be able provide. Suggestions to follow later.
Anchor Text
The “anchor text” in a link are the words that are clicked on.
E.g. Click here to see our full range of services. The anchor text in this link are the words “Click here”.
When other websites link to your website, the anchor text is important. We’ll demonstrate this on the next slide.
Ideally, your keywords should make up the “anchor text” of your link. You’ll see many web designers put something
like the below on their clients’ websites:
Visible on Page: website by: web design nottingham
HTML Code for Link: website by <a href=“http://www.web-design-nottingham.com”>web design nottingham</a>
Anchor Text Experiment
Try this “famous” experiment to demonstrate the importance of anchor text in SEO.
1. Search for “Click here” in Google (top result is Adobe’s PDF Reader download) – then click on the link
2. When you’re on the page, press Ctrl + F on your keyboard - this opens the “find” tool in your browser
3. Search for “click me” (it doesn’t appear once)
Regular Fresh Content
• Regular new website content is a sign of a real person / team behind a well maintained site
• Very powerful when combined with a steadily growing number of inbound links
Targeting Short Tail Keywords
If your blog/news section has different categories, use your short tail keywords as category titles..
Targeting Long Tail Keywords
Updatable areas on your website such as product catalogues, blogs and news sections are perfect for targeting
niche phrases and long tail keywords.
This can happen intentionally or accidently through sheer volume of text on website!
Age, Site Metrics and “Expert Sites”
Age
• Age of your website shows a certain amount of stability
• Some suggest the length of time a domain name is renewed for also has an effect – Coca Cola renew for 10
years and spammy domains typically registered for just 1
Site Metrics
How many visitors? Time spent on page / on website? Bookmarked Page? Liked it on Facebook? etc.
“Expert” Sites
• Large sized sites with regular fresh content following a clear structure
• Inbound links from other quality websites (BBC / Wikipedia)
• Many visitors, spending a long time on individual pages and the domain in general
Directory & Website Listings
Search Engine “Local” Listings Google Places / Yahoo Local
Google Places / Yahoo Local – these are local business services provided for free by search engines (though
“premium” options and Pay Per Click advertising are also on offer)
“Classic” Business Directories
Yell, Thomson, Etc. Digital versions of the classic paper directories haven’t transferred well to web.
Go for free listing options and avoid paid “premium” listings.
Free, Local & Niche Business Directories
These are the best ones to go for. Some local and niche directories may even be worth paying for.
Try: freeindex.co.uk / inottinghamshire.co.uk / nottingham.yalwa.co.uk
For the juiciest directories to join, try Google’s top results for: “free business directories {niche/location}”
Google Places / Local Business Listings
Google Places profile is “crucial for any
company with a physical location as
Google gives a great emphasis on verified
and custom local information”.
You can personalise your business profile,
add special offer vouchers and include a
phone number.
Easy for customers to find directions to
your business using Google Maps.
Yahoo Local Directory (Infoserve)
Infoserve is the official advertising sales
partner for Yahoo Local.
They offer free local listings like Google,
but the signup page is harder to find.
Premium option available, but benefits
are limited and most are available on
Google for free.
Impact of Social Media on SEO
Any Benefits from Social Media Accounts Linked to the Website?
Both Google and Bing have admitted that they use ‘social signals’ to help rank search results. Evidence as to
exactly how is mixed.
However, social interactivity tends to generate traditional SEO benefits such as more inbound links, more links
from “expert” sites, more visitors, good anchor text, etc.
NOTE: Most Facebook / Twitter apps for your
website load their content via ajax, so it’s not
visible to search engines.
Useful Tools: Alexa
Alexa
A quick and easy monitor of
inbound links to your website.
This page is hard to find via their
website. We recommend typing
in the URL by hand:
Useful Tools: Market Samurai
Market Samurai
In depth analysis software
allowing you to track your
ranking for various keywords
across various search engines.
Also provides detailed keyword
research tool and in depth
analysis of links in.
10 day free trial available...
We recommend that you watch
the free training videos BEFORE.
Google Tools
Google Analytics
Will show you the most popular pages on your site, how long visitors spent on each page, which search terms
were used to find your website, and much more.
Google Webmaster Tools
Help to highlight problems with “crawling” (how Google “sees” your site), metatags and other technical issues.
Both of these are invaluable tools and are easy for yourself or a web professional to install on your website.
Inbound Links: Being Link Friendly
Think of your site in terms of “link friendliness” :
1. Make your website content easy to read and understand
a) ensure good contrast between text and background
b) Split longer paragraphs up into shorter ones
c) Use more interesting visual devices such as sub-headings and bullet points
d) Use a clean writing style and cut out unnecessary jargon where possible
2. Make sure your website content is professional and authoritative – no spelling errors or bad punctuation
3. Make your content look appealing – use good photography to accompany your text, place importance on an attractive website design
Inbound Links: Content to Encourage Them
1. Be “link friendly” – easy to read, quality content with photos and no spelling errors.
2. Publish articles / guides on your website:Top 10 Myths About ...10 Easy Tips to Help You ...The Ultimate Wedding Checklist
3. Create a list of gurus / experts in your field. Tell them you’ve done it. Befriend them.
4. Interview above gurus + publish on website
5. Create a quality free E-book
6. Post frequent news and updates on your website / Facebook / Twitter
7. Freebies + giveaways / run a competition
8. Promote your online stuff everywhere, not just on the internet.
9. Joint promotions with carefully selected partners (cut costs and vastly increase reach)
10. Cultivate media contacts - send out press releases, results of surveys, industry news
11. Make an original / entertaining comment about somebody or something topical.
12. Participate on other websites. Comment on blogs. Post positive reviews. Email questions to experts.
13. Be nice. Speak well of others. Meet as many new people as possible. Never be afraid to (briefly) talk about your business + USPs.
Inbound Links: Promoting / Marketing Your Content
Suggestions for getting the “word out”:
1. Identify 10 or 20 other website owners who can help you market your content. Contact at least 1 every week, then build up a relationship with them - comment on their blogs, ask them questions, etc
2. Use Eventbrite, Facebook and Twitter to promote your latest events / news / promotions
3. Submit your page to bookmarking tools and “aggregator sites” such as delicious.com / newsvine.com
4. Make it easy for others to promote your website pages
• Free “share” toolbar from addthis.com
• Add a Facebook Like button to your website pages (get code from the Facebook website)
• Add a Google +1 button to your website pages
• We no longer recommend “email to a friend” features because of spam (unless under a secure members section or similar)
Last But Not Least: Measuring the Effectiveness of SEO
Is your hard marketing work getting you results?
1. If you don’t already have Google Analytics installed on your website, do it right away. It gives you key information such as the number of website visitors and where they came from (called the “referring site”)
2. Use alexa to monitor your inbound links. Go to: www.alexa.com/site/linksin/yourwebsitehere.com
3. Use a more complex tool such as Market Samurai to monitor:
• Your / competitors position in search engines for various keywords• Number of inbound links to your website / competitors’ websites
4. ...or just keep a Excel sheet, Word document or notebook to monitor your web performance consistently:
• Where you are in relation to competitors for key search terms• Number and source of inbound links (if possible include anchor text and Page Rank of referring site)
About Us
Who We Are
Established in 1999, F&P is dedicated to helping
your company fulfil its potential online. Our
complete service includes web consultancy,
website development, online marketing, technical
training and tuition / support.
What We Do
We work with smaller clients developing their
websites and perfecting their presence online. Our
work with larger companies includes staff
training, micro sites, intranets and portal
development. Case studies can be found on our
website: fresherandprosper.com.
How We Do It
We listen carefully to our clients' requirements,
objectives and priorities. Then we contribute our
experience and technical expertise to developing
successful online strategies that drive their
business forward.
(0115) 841 71 02
fresherandprosper.com