Search engine optimisation is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results.

Define SEO

The Internet 2010

Source: Internet World Stats – www.internetworldstats.comEstimated: Internet users are 1,966,514,816 (June 2010)

The Internet 2011

"By the beginning of this year (2011) those numbers have mushroomed to over five billion mobile users and over two billion subscribers to the Internet” Hamadoun Toure, head UN's telecommunications agency

Note: by the end of 2011, 95% of mobile phones will be ‘smart’.

World Population 6.8 Billion = Nearly 1 in 3 people are online

People search with intent

Ranking ‘organically’

• Over 90% of people will never click an advert or reach page two of a search engine (think about own habits).

• Pay Per Click (PPC) Costs every time someone clicks on your advert whether they purchase or not.

• 9 times out of 10 people perceive a company which appears in the natural listings as having more credibility than a paid advert.

• A company which appears in the top 3 positions of the natural listings enjoys 85% of the market share.

• If your company doesn’t rank, you will always lose out to the competition.

Does my company need to appear at the top of the ‘organic’ search engine listings?

Eye Tracking Heat Map

Source: Enquiro

Top three positions receive 100% visibility

85% click through rate

Paid advertising receives around50% visibility in top position

Drops to 10% in position 5

>10% click through rate

Costs your company every time Someone clicks

Keywords

• Key words/phrases you want to be found for.• Balance between relevancy and search volume.

• Tells the Search Engines what your company should be found for.

How Search Engines rank a website

Back end codeAnd Keywords

How Search Engines rank a website

How Search Engines rank a website

Under each headingContent should readLike a professional articleUtilising keywords 3-5%

Site M

ap

Link Building (Holy Grail of SEO)

3rd party/Partner website Your website

Anchor Text

If 100 sites link to a site with the link "Texas Architect" or similar words, the search engine can be fairly confident that the site is about an architect in Texas.

ROI

• Keyword: “Landscaping Edinburgh” • 480 local monthly searches• 85% click through = 408 people entering

website• Conversion rate typically 5% but we’ll be

conservative at 3% = 12 new customers p/m• Ave profit per job £500 = £6000 profit p/m

Note: This is only for one keyword search term.A company MUST be able to handle rapid expansiononce properly optimised for all agreed keywords.

Investment

• Be found over your competition• Takes time to move up the search rankings• Depends on how competitive your keywords

are• Over time you can cut down/eliminate your

PPC spend• Provides more relevant content for consumers