Search Engine Optimisation

Art or Science?

2012 Version

Presented by

Julian Hall

What is SEO?

Improving a web page's results in the search engines

Optimising a site to a search engines criteria

SEO convinces search engine spiders to crawl your

pages more frequently

The act of altering a web site so that it does well in

the organic, natural listings of search engines

The Power of Pull

Pull Marketing – Visitors come to you!

Consumers start the conversation

Give them what they’re looking for

Relevance

Why Bother?

Highly Targeted Sales Medium

Markets While You Sleep

Long Term Strategy

Cost Effective

The Most Cost Effective

Way To Obtain Leads

Source: Piper Jaffray

£4.50

£11.50

£30.00

£25.00

£35.00

Who’s Doing It?

What About The Search Engines

(SE’s)?

80%

15%

5%

Search Engine

Relationship - 2000

HOW DO THE SEARCH ENGINES WORK?

Search Engine

Relationship - 2003

HOW DO THE SEARCH ENGINES WORK?

HOW DO THE SEARCH ENGINES WORK?

Search Engine

Relationship - 2006

HOW DO THE SEARCH ENGINES WORK?

Search Engine

Relationship - 2009

HOW DO THE SEARCH ENGINES WORK?

Search Engine

Relationship - 2012

How To Implement SEO

Keyword Research

On Page Optimisation

Off Page Optimisation

Keyword Research

1

2

On Page Optimisation

Heading Tags, Image Tags, Meta-Tags

Keyword Density & Proximity

Copy Length & Originality

Site Maps

Compliancy

Site Structure

Off Page Optimisation

LINKS

X Reciprocal Links

One way links

Outgoing links

SEO Bad Guys

• Hidden Text

• Keyword Stuffing– Copy

– Alt tags

• Submissions

• Splash pages

• Flash

• Link Farms

• Buying Links

• Link Velocity

aka Black Hat

SEO’s Good Guys

Blogs

Articles

News

Video

Google Sitemaps

aka White Hat

Future of SEO

Relevance

Algorithms & Fashion

Guidelines

Add Value

Don’t Follow

Stay Close

Summary…

Not Doing It? – Your Missing Out BIG

Get Rich Quick?

Not in Control of Algorithms

No Guarantees

Part of Marketing Mix

Follow SE’s Advice

Golden Fleece - FREE Traffic!