SEO & Why it Kicks Ass

Friday, 26 December 2010 at Manchester Metropolitan University

QuickTime™ and a decompressor

are needed to see this picture.

Hey, I’m Mark

Search Marketing Consultant for PushON

Specialise in paid and organic search

Worked on a number of award winning marketing campaigns

Digital enthusiast!

Twitter: djmayne2001 Linkedin: Mark Mayne Website: PushON

What We Will Cover

The Search Landscape

How Search Engines Work

How to Optimise Your Website

Promoting Your Website

Why Become an SEO

The Search Landscape

The Rise of Search

Global Search Share

How it Looks in the UK

Data from Hitwise

How is Search Changing

Real Time Search

Personalised Search

Google tracks your browsing history

Serves results based on previous search history and preferences

An aspect of search that Google is actively pushing

Local Search

Mobile Search

Rapidly growing sector that allows users to have a wealth of information right at their finger tips.

How Search Engines Work

Search Engine Spiders

A search engine spider is an automated program that reads web pages and follows links to other pages within the site.

Building an Index

Once a spider has crawled a page it records various bits of data about it.

Delivering Relevant Results

How to Optimise A Website

SEO Process

Optimise Your Code

What to look for

Hidden text

Inline Styling & JavaScript

Menu implementation

Coding techniques used - Frames, Flash

Presence of Sitemaps

SEO friendly URLs

Custom 404 Pages

Header Tags

Meta Data

Optimise Your Content

Content Strategies

Optimize Existing Content: Develop New Content:

Optimise Your Connections

Partners & Link Building

Correlation between rankings and link acquisition

- Build a natural link profiles

- Quality of links over Quantity of links

- Find ways to get links that your competitors can’t

- Use existing business partnerships and relationships

- Develop link worthy content

Optimise for Conversion

Improve Conversions

- Review the ways in which users can make bookings, purchases or sign up for a newsletter.

- Long signup forms, long checkout process, broken links and lack of trust.

- Continual improvement to conversion rate

- Split testing, don’t make assumptions

Source: stayonsearch

Promoting Your Website

Social Media

Link Building

- Directories

- Guest Posts

- Article Marketing

- Online PR

- Business Partners

- Link bait

Source: seogo

Paid Advertising

Why Become an SEO

The Women?????

Maybe Not….. But Why Become One

Great community here in Manchester - Regular events, football & more

It’s a relatively New industry

Never the Same, changes almost daily

Competitive Nature

Informal approach

Get paid to surf the internet!

SEO’s hold a certain amount of POWER! (BD Recruitment example)

BD Recruitment

Take Away Points!

Twitter for Job Search in Digital Sector Setup your own Blog Come along to industry events Setup numerous sites and test different

theory’s Things never stay the same!