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