SEO 101

Search Engine Optimisation Overview

What is SEO?

Search Engine Marketing

Search Engine Optimisation

On Page

Off Page

Pay Per Click

Social Networking

The Search Engines

• Google• Yahoo• Bing

• Spider site• Index pages• Sort pages

Search Engines Process

Reaching the top

• Keywords in page title• Keywords in page content• Clean code• Page load time• Inbound links • Domain name• Age of domain• Age of links• IP address• Country

Over 100 ranking criteria – most stars wins

And the winner is . . .

Getting started

• Do your research– Level of competition– Expected traffic

• Select keywords– Main phrases– Long tail phrases

• Register domain– Include keywords if possible (or desirable)

• On Page optimisation– Optimise what you control

• Off Page optimisation

On Page optimisation

• Keywords– Title tag– Page content

• Density• Proximity

– Alt tags– Image title tags– Folder names– Page names– Heading tags– Bold and italic tags

– Meta tags– Internal anchor text

Keywords

On Page continued

• Clean code– CSS– HTML– Working links

• Site structure– Site map

• Page size – load time– Image sizes / quantity– CSS / Java external files

• Robots.txt• No flash *

– Text headings

• IP address– Hosting– Target market

Off Page – link building

• Links CNS of the Internet• Vote for your page

– Relevancy– Context– Trust / Authority– Anchor Text– Number of Links

• Home Page• Deep linking

What is a good link? Spread the links

What others say about you is more importantthan what you say about yourself.

Link sources

• Time consuming task• Not all links equal• Diversify

– Link types– Anchor text– IP range

• Articles• Directories

– Paid– Free

• Forums• Blog comments• Blog posts• Bookmarking• Social News

– Digg– Propeller

Link wheel. . .

Free Blogs

Social NewsDigg

Propeller

Squidoo

Quizilla

BookmarksDelicious

Ping

My Web Site

HubPages

Press Releases

Guestbooks

BusinessDirectories

ArticleDirectories

Forums

Blog Comments

Related Sites

SEO pitfalls

• Don’t try and trick the search engines• Hidden text• Hidden links• Links from bad neighbourhood• Keyword stuffing• Doorway pages• Redirection

– Use 301 redirect