Seo 2013 city library v2

Copyright Sparta Technologies 2013 t/a SpartaPay

Zulf Choudhary

Director

Supported By

Search Engine Optimisation


1. What is SEO

2. Why Is SEO relevant?

3. What is new in SEO

4. New thinking

5. Key concepts

6. Marketing strategy is the key

7. What is marketing strategy?

8. Terms to know

9. What the eye misses

10.What computer sees

11.Types of marketing

• Keyword research

• Content development

• Link building

• Paid per clicks

• Adwords

• What is best for you

7. Warning

8. Summary

Content


We create bespoke mobile and web platforms

Software outsourcing and social banking for over 10 years

Key insight is social engagement and inclusion

We are a spin out from The University of Manchester

Lots of expertise

Staff with varies IT backgrounds from private to public sector

Good knowledge base at the Manchester University

Voted best EU

IT Project 2007

About us


• Search engine optimization (SEO) is the process of

improving the volume and quality of traffic to a

website from search engines using "natural"

("organic" or "algorithmic") search results. Getting

visibility.

• The objective is to get a good ranking in when

people search the web for information.

What is Search Engine Optimisation

*http://www.w3.org/Protocols/

Why: The Hyper Text Transfer Protocol (HTTP) is an application protocol for

distributed, collaborative, hypermedia information systems.*

This is how computers read, translate and present data on your screen.


• 633 million websites in the world today*

• 200,000+ increase per month in websites*

• When people surf the internet, they are looking for specific information.

• Whatever niche or market you are in there is going to be competition.

• If your website isn't on page 1, you stand less chance of getting sales?

*http://techlogon.com/2011/11/15/how-many-websites-are-there-in-the-world/

Why SEO is relevant?

Knowledge starts and ends with a search


New SEO - Google Panda updates

A game changer in SEO, stops the old tricks of SEO

• Google Panda affects the ranking of an entire site or a specific

section rather than just the individual pages on a site.

• Google updated Panda and stated that they are deploying an

"over-optimization penalty," in order to level the playing field.

• Look at your whole site for relevant content and links.

• Fair ways for users to view info they want by better algorithms.

*Google Panda/ Penguin is a change to Google's search results ranking algorithm that was first released in February 2011.


Author Rank

the higher the rank and reputation of the author, the higher are the chances of their

content ranking well in search engines plus lining to Google+ profile.

Equivalency Score Algorithm

Work in the same way as Google Adword‟s Quality The quality score of the keywords is

then to rank website accordingly. Quality Score is apportioned by Google to keyword

optimised ads. This is an indicator of the ads‟ value and relevance to searchers. If 2 or

more searches provide the same results top slot is randomly given.

Link Disavow Tool

The Link Disavow Tool was created to collect data on the backlink structure of sites.

The tool will be used to improve reporting of spam sites and poor quality backlinks.

Consequently, blog posts and forum posts can no longer be used to create backlinks.

Social media presence

Sharing of content on social networks like Facebook, Twitter, StumbleUpon, Pinterest,

Delicious, LinkedIn, MySpace and Google+ will be of the utmost importance.

Digital marketing

Digital marketing will include the entire spectrum of online marketing from market-

purposed content creation, through pay-per-click strategies, to use of social media.

New SEO thinking


Searchable

Linked

Key new elements

Relevant content people that search for

Links means you are trustable.

being part of social media network

+

=

Marketing strategy


• SEO to maximise chances of a search engine

giving you a good ranking on a search page.

• Web marketing- Includes both web advertising

and web optimization (SEO), efforts to achieve

high visibility of a web site.

• SEO is about strategy, not key just key words.

Marketing strategy is the key


• Establish the target market for your site before you beginworking on the design or content.

• What is relevant to your customers?

• Good copywriting, design style and navigation structure.

• Part of your social media content.

• Part of your online marketing links.

• Quality content.

Strategy- plan to succeed


• Search engine optimization

• Social media marketing

• Email marketing

• Referral marketing

• Content marketing

• Search engine marketing

• Pay per click

• Cost per impression

• Search analytics

• Web analytics

• Display advertising

• Contextual advertising

• Behavioural targeting

• Affiliate marketing Cost per action

• Revenue sharing

• Mobile advertising etc

Types of marketing

SEO is branch of the marketing strategy or plan, using all your resources

wisely. This can or may include all or some of the following


• Met tag- Meta tags are a great way for to provide search engines with

information about webpage's.

• A tag is a non-hierarchical term assigned to a piece of information such as

an Internet bookmark, digital image, or computer file.

• Keyword-words describe what your page is about to a search engine.

• Content- the „Stuffing in your website‟-words, images, video audio files etc.

Search engines are reliant on meta data or tags to correctly

classify a web page, so here are some old terms to know. You

must know about the old stuff as SEO still uses these tools.

Terms to know


http://www.fineanddandie.co.uk/about.htm

What the eye misses

As of 2013


Meta Tags

Key Words

http://www.fineanddandie.co.uk/about.htm

Content

What the computer sees - source code


In the menu bar

using Explorer

click „View‟

In the menu drop

down list click

„Source‟

You then see what the computer sees: key words, meta tags and content structure.

Where to find the source code


SEO key parts - still relevant

Is it relevant

and trustable?


• Research keyword phrases extensively.

• The phrases that people are typing in thesearch engines may be different fromthose that you think they are searching for.

• To find the optimal for, use research toolssuch as Keyword Discovery, Wordtracker,Google AdWords, and Yahoo SearchMarketing data.

•

Key word search


• Integrate your keyword phrases into each

page‟s unique Title tag as every search

engine gives them a lot of importance.

• The information you place in this tag is what

will show up as the clickable link to your site

on the search engines.

Title tags


• Meta tags provide search engines with

information about a website. Meta tags are

added to the head section of your HTML page

so computers find sites.

• Not as important as they once were.

• But still use them.

Meta tags


• Write good & unique content.

• If your content is useful & valuable think of sharingit with others, just ensure that you get credit for itand a link back.

• Update the content on your site regularly. This willencourage more search engine spider activity andfaster updates of your site.

• Integrate keywords into each page and don‟t “stuff”.

Content is king


• Get relevant and live incoming links from socialmedia and directories as soon as possible.

• You are after relevant links to your audience. If itoffers no material benefit to your audience, thinkcarefully about the value of it on your site.

• Submit your site to local, regional, national andniche directories.

• User social media pages.

Linking


• Use Google Sitemap and Yahoo Site Explorer tomonitor your site to see how often the spiders arecoming to your site, how many pages are indexed,and to analyze the links to your site.

• Knowing how many pages are indexed is anotherimportant data you can retrieve from GoogleSitemap and Yahoo Site Explorer.

• This data indicates how good your site‟s internal structure is and whether your site is crawled extensively.

Monitoring and controlling


• Make sure your site has a site map, which

is linked to from every page on the site.

• These are liked by search engine robots

and helps them to find every page with just

two clicks.

Site maps


• Program your site to be “crawler-friendly.” This isimportant because if search engines cannotsearch your site, read JavaScript links andmenus, and interpret graphics and Flash, theycannot rank you.

• you need to provide alternate means of navigationon your site, such as via HTML links in the mainnavigation on every page which link to the top-level pages of your site.

Being web crawlier-friendly


• Avoid buying multiple domains for one site.

Multiple domains do not help you at all.

• Keep it simple.

• Longer the name more errors in spelling or

understanding can happen.

Domain names


• Contribute to social networks particular in your

sector or audience.

• This will enable promotion of traffic to your

site.

• Higher trustable and author ranking

Social networks-the key to future SEO


• Pay Per Click – Adwords, Yahoo, Miva etc

• E-Mail marketing campaigns

• Banner Advertising

Paid adverts


PPC - pay per click

Paid for

adverts


PPC


• Key phrase targeted

• Pay per click, not per impression

• Prominence of ad is based on bidding

• Quicker than organic

• Click costs can be high – conversion is important

• SEO for high volume low intent – PPC for long tail?

• Bid to be near the top?

• Flexibility

• Click fraud

PPC


Google adwords

• It‟s the market leader

• Its simple to use

• Offers tracking facilities


• New Google SEO system will panda you if you try to cheat!

• Don‟t use other people‟s copy to fill your own website. It needs to be unique andoriginal to get you to the top!

• Don‟t hide text on your website. Google could and will eventually remove you from theserps (search engine results pages).

• Don‟t buy 1,000 links and think “that will get me to the top!”. Google likes natural linkgrowth and often frowns on mass link buying.

• Don‟t get every body to link to you using the same “anchor text” or link phrase.

• Think quality of links….not quantity.

• Don‟t buy many keyword rich domains, fill them with similar content and link them toyour site, no matter what your SEO company says. This is lazy SEO and could seeyou ignored or worse, banned from Google.

• Do not constantly change your site pages names or site navigation. Search Enginesdon‟t like it.

• Do not build a site with JavaScript navigation that Google, Yahoo and MSN cannotcrawl to catalogue.

• Do not link to everybody who asks you for reciprocal links. Only link to quality sitesyou feel can be trusted.

• Do not submit your website to Google via submission tools. Get a link on a trusted siteand you will get into Google in a week or less.

• Do not ignore what your site will look like on mobiles phones.

Warning- do not get kicked out of the web


• Its simple – know your customers

• You can do it

• Have a marketing strategy

• Stand out from 633 million+ web sites!

Use your head


Searchable

Linked

Summary

Relevant content that people search for

Are you are trustable.

Is it part of a social media plan?

+

=

Marketing Strategy


Telephone: 0161 306 5848

Email: [email protected]

Address: Spartapay

University of Manchester

Arch 29, PO Box 88

Sackville Street

Manchester M 13NL

www.spartapay.co.uk

Thank you


• Google Adwords (http://adwords.google.com)

• Yahoo! Search Marketing

(http://searchmarketing.yahoo.com)

• Microsoft adCenter

(http://adcenter.microsoft.com)

• MIVA Pay Per Click, Pay Per Call and Pay Per

Text (www.miva.com)

• SEO http://www.webconfs.com/seo-tutorial/seo-

and-keywords.php

Sample of Pay for click providers

http://adwords.google.com/

http://searchmarketing.yahoo.com/

http://adcenter.microsoft.com/

http://www.miva.com/

Business

Seo 2013 city library v2