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Search Engine Optimisationby
Louise Towler
On the internet…• Customers can see what your products or services look like
– and may even be able to make that buying decision immediately
• Customers and suppliers can get a feel for your business and understand your service
• You can easily make contact directly with your customers• You can easily listen to feedback about your company
from customers and the wider world• You can promote and shout out your messages and be
heard over your competitors
What is SEO
• Search Engine Optimization (SEO) is the art and science of raising web site visibility in search engines and directories to increase targeted leads.
• SEO improves natural or “organic” listings in the Search Engine Results Pages
• PPC optimization improves paid listings.
Search Engines
• Google, Yahoo, Bing• Google dominates the search engine
landscape (86.3% share - 2009)• 82.9% of all business users prefer Google,
86.9% for higher income• Conclusion: Optimize for Google
Search Engines
Search Engines
Call to action
Search Engines
Process• Keyword research - narrow by subject and geography - find a niche• Buy domain - include primary key phrase, no underscores, can use
hyphens (i.e. nonfaultcaraccidents.co.uk)• Rename your business as your top key phrase• Develop SEO-friendly website
– Content– Info / downloads– Include key phrases into the design
• Get indexed• Add more content • Get links, links, and more links (PR)
Use Google Keywords Tool
Optimise each page• 1-3 keyword phrases (max 4)• Page name (clean url)• <title>Page title</title>• <h1>Main Heading</h1>• <p>First sentence and paragraph</p>• <h2>Sub Headings</h2>
• <meta>Description</>
Check the code
• NO errors or warnings in W3C validator
Submit a sitemap
• sitemap.xml / robots.txt
Google Places
Links and reviews
• Yell.com• Freeindex.co.uk• Scoot.co.uk• Local listing websites and directories• Social media
Review Google Analytics
Search engines are not your customersPeople buy from people
1. Conversion2. Google