seo basics : on site search optimisation

SEO Basics : On SiteAndy Kinsey – SEO Andy

Andy Kinsey 2012 - Basics of SEO - SEOAndy.com

What’s in this presentation?• What is SEO?

• The Basics of a Website & Web Page

• SERP’s

• Targeting Your Audience

• Content is King

• Keywords and Phrases in Content

What is SEO?• SEO is short for Search Engine Optimisation

• SEO is the process of increasing the number of visitors to a website

• SEO is the process of increasing conversions

• SEO can be about gaining high ranking in search results pages (SERP’s)

SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture, usability, content focus, audience targeting, design, development, keyword research, keyword placement, link building, social media marketing and any other online or offline branding/marketing elements that support the goal of receiving more traffic from search engines.

~ Rand Fishkin, SEO MozSource. ShoeMoney.com


What is a Website?• A Group of Web Pages Linked Together

• Each Page is made of HTML and CSS

• Each Page can also include Images

What is HTML?• HTML is the code that makes up the

web

• HTML is the structure of a Web Page

• HTML is also the Content of a Web Page

• CSS is the styling of a Web Page



A Very Basic HTML Web Page

<html>

<head>

<title> Some Title </title>

<meta name=“description” content=“some content”/>

</head>

<body>

Your content

</body>

</html>

Head Section

Content Section


Optimising the Head Section

Page Title

This section is visible in the browser and in search results pages (SERP’s).

Meta Description

This is visible in search results pages

Together both sections can help elicit click-through’s from SERP’s

Optimising the Content SectionThe Content Section includes

• Your Company Name / Logo

• Your Website Navigation

• Your Web Page Content

• Your Images

• Your Other Content

• Your Footer

It is everything a person will see and read on your website itself.



What is a SERP?

A Search Results Page

Making a Search

• Enter a Search Term

• Hit Search

• SERP is Displayed

• User Clicks Search Result

The higher up the rankings the more likely you are to be clicked.


So, What is SEO? Create Content

Indexation

Get VisitorsAnalysis

Optimisation


Targeting Your Audience

• Think You Know Your Audience

• Think Again!

Things to consider

• Age Range & focus

• Male or Female focus

• Sexual Orientation focus (if any)

• Career / Paygrade

• Family and Friend Connections Together you can create a personaAnd from this focus Your Content

ContentIsKingIt Really Is


What is Content?

Content is EVERYTHING

• Content is Your Navigation

• Content is Your Images

• Content is Your Text

• Content is Your Blogs Comments

• Content is Your Sidebar Widgets

• Content is EVERYTHING


Keywords & Key Phrases

Keywords

• A Keyword is a focus word

• Usually 3 or 4 should be assigned to a page

• Each should be naturally focused in your content

• A Keyword is hard to rank highly for

• A Keyword always has competition

• Keywords are not a solution

Key Phrases

• A Key Phrase is a set of Keywords

• Together they may form a phrase

For example

Keywords: Cheese & Toast

Key Phrase: Cheese on Toast

• Key Phrases are easier to rank for

• They are called “long tails”

• They will have less competition

Using Key Phrases for Optimisation

• Key Phrases can Naturally fit into content

• They can be used in combination with individual keywords

Example 1

I like cheese, beans and toast. I also like eggs, milk and bacon with my toast.

Example 2

I like cheese on toast with beans. I also like eggs and bacon with my toast and a glass of milk.

Both are relevant, but example two has a high chance of ranking highly.

This technique can be used in both your head and content area.

Optimising with Keywords

as Phrases


Keeping it Natural

• There is no use in Keyword Stuffing• You will not rank higher for using it again and

again• If you do you may get penalised

Natural Language Wins• Google uses Natural Language search• This means it can tell the difference between

great contentand Crap!

• Do not think you can trick Google or Bing or Yahoo!

• Write content of value to your users• If you write naturally, it will increase your

chances of ranking highly in search results pages

• So Keep It Simple Stupid • And write for your visitors and their friends.

Don’t Chance ItDon’t try to manipulate search engines



Good Luck

For Further information about optimising your website visit SEOAndy.com

seo basics : on site search optimisation

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