EXPLANATION OF GOOGLE SEARCH

•How Google lists the search results•Relevance to search term•Google Bans, Penalties, and Filters – Penguin & Panda – images – text length & original •Indexing & Cache – site:yoursite.com

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THE DIFFERENCE BETWEEN ORGANIC, (80%), AND PAID RESULTS, (20 % ADWORDS)

Long term and short term results Filling the gap

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SCREAMING FROG

Check once per month after first check Export html to spread sheet Check for errors in file – 5XX and 4XX

Page Titles – Useful, Descriptive, Duplicate, Length 45 to 70 inc spaces

Descriptions – Useful, Not Blank Redirects – avoid 302 Headings & Sub Headings – H1, H2, H3

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KEYWORD RESEARCH

Keywords are phrases that you want to have your web site found in Google for

Keywords are typically two to five words The shorter a phrase generally the more

difficult to rank for Longer Keywords are typically associated

with better targeting and conversion E.g. Cinemas or Dublin Cinemas

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KEY WORD RESEARCH

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WHERE TO START?

Google External Keyword Tool - https://adwords.google.com/select/KeywordToolExternal

Analytics Data Remember to use Modifiers Google Search Suggest – drop down when typing

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KEY WORD RESEARCH

Competitors Sites – Look at titles Google Trends -

http://www.google.com/trends

http://www.spyfu.com/ http://www.keywordspy.com/ - works for

Ireland http://www.serparchive.com/ SEO Digger

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OTHER KEYWORD SOFTWARE

http://tools.seobook.com/keyword-tools/seobook/ http://www.wordze.com/ http://advertising.microsoft.com/learning-center/

downloads/microsoft-advertising-intelligence - a Microsoft ad account is required

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PAGE TITLES

Page titles are the most valuable bit of real estate on your page. It can have more influence than any other single item.

This is where you use your main keywords.

The text closer to the front of the title Google considers more important.

Unique title for every page on your site. 9

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WEB SITE ARCHITECTURE

Page Titles 60 – 70 Characters Descriptions 150 – 167 characters Customize your 404 error page WWW versus Non-WWW File Naming Convention – keywords, lower

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ON PAGE OPTIMISATION

Key Word DensityThe main keywords that you are trying to rank

the page for need to be in the title tag and then used throughout the page.

This should not be overdone, the page should read well for humans, but make sure the keywords are on the page.

Use H1, H2, etc to break up the page, add some keywords in these & some un-related.

Use synonymous and related words 11

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WHAT IS A LINK?

Links are hyperlinks Examples:

http://www.cubeonlinemarketing.ie/listofirishwebdirectories/

<a href=http://www.cubeonlinemarketing.ie target="_blank“>SEO Ireland</a>

SEO Ireland is the anchor text

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INTERNAL LINKING USING ANCHOR TEXT

Internal LinksUsing internal links can help tell Google what a

page is about. If you write a blog on your site add at least one

link from the blog or news page to one of the pages that you are promoting.

This is known as web page/ site theme: e.g. in most blog posts I write I will include a link to another page on the site.

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IMAGES

good alt text 2 – 5 key words – file name relevant to image/ keywords, title = short sentence

E.g. <img src=”diamond-ring.gif” alt=”Diamond

Ring” Title=”Picture of a designer diamond ring.” height=”100” width=”100” />

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LINKING OUT

It is good to link out, your website appears more natural to Google

There is no harm in linking out to most website, however it is good to link to trusted sources

Swop links with other business owners / websites, reciprocal links should not make up more than 15% of your overall inbound links

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SO, WHAT MAKES A GOOD WEB PAGE?

Text on page min of 300 words Good title tags – keywords, (less than 70

characters) Good descriptions Keywords used on page Headings used on page, H1, H2, H3, etc Images, alt and title tags

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GOOGLE WEBMASTER TOOLS

Health – 404 errors need to be fixed Change Preferred domain to non www Search Queries – with change Links to site

Google Analyics Traffic Sources Sources All & Search

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INBOUND LINKS – WHERE THE MONEY IS

What is a good link to get?

Age of site, older the better Relevance to your search term Anchor Text IP relevance Gov, edu, or .ac.uk

Most links will not satisfy many of the above

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WHERE TO GET LINKS FROM

Not just anywhere If you start off with low level links this is how

Google will view your website Never join link networks, or add any link code

to your page, web ring, etc Build links over time. If you add 100 links to

a website that only has 10 at present it will be sandboxed, and it will not rank for much for between 2 and 6 months, maybe longer

Slow persistence is required month on month

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INBOUND LINK TEXTVary your site’s inbound links’ anchor text by adding extra modifying words. The anchor text of your inbound links is crucial, but if they all have the same link text,

search engines will consider them artificial and penalise your site.Here are some ways to link to a site naturally:  http://mysitename.com/ www.mysitename.com my sitename my sitename.com my keywords owner’s name my sitename owner’s name sitename. In order to keep your anchor text natural-looking, try to add modifiers to some ofyour inbound links, and try to create at least a few links that are just your site name,or some links that do not contain your keywords. Rather than creating long anchor text like: ‘Search engine optimization SEOmarketing online internet web placement’. You are better off usingmany smaller and more natural-sounding anchors.

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ANCHOR TEXT

Anchor text is very important Search for Telecoms Poodle - Googlebombing http://www.google.ie/search?

q=telecoms+poodle&ie=utf-8&oe=utf-8&aq=t&client=firefox-a&rlz=1R1GGLL_en-GB___IE358

After events like this and miserable failure – which led to George Bush – Google changed their algorithm and said a page would not rank unless the text was on the page. Clearly this is not the case – and that was 2007. 21

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FIRST LINKS

Your Web Designer Your Local Chambers IIA – rss your blog, add news with a link

included, and directory listing Trade Bodies Irish Web Directories -

http://www.cubeonlinemarketing.ie/listofirishwebdirectories/

http://www.irishbusinessforums.com/ - you can add a profile about your business, write at least 300 words

Reciprocal Links – no more than 25% of total links

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MORE LINK IDEAS

Use Google Alerts for keywords & links Have an alert for ‘Your Keywords’

Deep Links are links that point at inside pages of your website. These are very good. Most links will go to the home page, deep links help a page rank higher and help the whole site.

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