Search Engine Optimisation

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1. WHAT ARE SEARCH ENGINES?

  • Google, MSN, Yahoo and Ask 
  • Searches for documents/sites on the Web 
  • A list of web pages that are deemed most relevant to what you search for 
  • A huge database of millions of web pages 
  • Stale copy of the real web page 
  • Built by computer robot programs called spiders 
  • Computer program for "indexing."  

 Why can't the search engines figure out my site without SEO help?

  • Limit Competitive and a decided advantage

2. HOW DO SEARCH ENGINES WORK?

  • Set of rules 
  • PageRank which basically gives every site on the Internet a rank from 0-10 
  • Determined by the links to your web site 
  • Analyses the importance of the web site 
  • Checks how many other links are on the web page 

 How Search Engines Operate

Search engines have a short list of critical operations that allows them to provide relevant web results when searchers use their system to find information.

  • Crawling the Web 
  • Indexing Documents 
  • Processing Queries 
  • Ranking Results

3. WHY IS IT SO IMPORTANT TO SUCCEED ONLINE?

  • Traffic 
  • Form of marketing that is often neglected 
  • Multi-billion dollar industry 
  • Search engine marketing (the fees advertisers pay to have their adverts shown on search results and websites) is now measured in the billions rather than millions. 
  • Expected for most businesses and organisations 
  • Number of reasons for failure; 
    • Unrealistic expectations 
    • Poor website construction (not search engine friendly) 
    • Poor targeting.

4. WHAT IS SEARCH ENGINE OPTIMIZATION?

  • No one can guarantee a #1 ranking 
  • Optimizing a site's coding, presentation, and structure 
  • Search Engine Friendly 
  • Volatile: As a lot of companies and websites are competing to become number one 
  • Higher ranking on search engines  
  • The ultimate goal of SEO is traffic to your site

5. COMPETITOR ANALYSIS

  • "Beat the leader" and do even better 
  • Looking at the links obtained by your top competitors 
  • The best source of linkage data is Yahoo! 
  • Why your competition ranks well 
  • Find out how your site matches up 
  • Evaluate how much content your competitors have 
  • Analyze your Competitors 
  • Keywords Analyze 
  • Website Design

6. TARGET AUDIENCE ANALYSIS

  • Know your audience 
  • What your audiences want   
  • Keyword research and behavioral research 

7. KEYWORD RESEARCH

  • Wrong keywords you will not be found in the search engines 
  • "Specific keyword phrases" not "keywords". 
  • Target audience not of what YOU would search for 
  • Check out your competition for ideas 
  • You should develop a list of keyword phrases 
  • Think of all the words that relate to your company or product 
  • Who needs your products? 
  • Include variations of your keywords 
  • Avoid wrong keywords 
  • Use suggestion tools 
  • Buyers vs window shoppers 
  • Mix up the sequence of the keywords if appropriate 
  • Sort by your perceived descending order of importance

8. META TAGS

Once you choose your keywords, the next step is to place them inside of your web site tags. What do meta tags look like? Here's an example of meta description and meta keywords tags. Website tags include:

  • A. Title Tags:   Include 1-2 of your most important keyword phrases in the title tag, BUT be careful not to just list keywords. It needs to be a readable sentence. Make your title enticing! Keywords at the beginning of the tag title tag is an important part of your site. It needs to describe the contents of your web page in one phrase. Your title is the most important tag on your pages as far as search engines are concerned. 
  •  B. Keyword Tags

9. META DESCRIPTIONS

  • Meta keyword tag lists all the keywords for which you would like search engines to rank your site.   
  • Multiple keywords organized in a logical sentence, that describes your site. It acts as the site summary and is often the first part of your site a visitor sees after the title. It needs to catch the attention of the reader and make them want to visit your site. 

10. QUALITY CONTENT AND COPY WRITING

After selecting your keywords, optimizing your content is the most important part of your optimization campaign. 

IMPORTANT FACTS TO CONSIDER:

  • Unique content Chosen keywords are included
  • Text instead of images to display important names, content, or links
  • Make pages for users, not for search engines
  • Factually and grammatically correct
  • Good content brings return visitors
  • Add new content regularly
  • Each page at least 200 words of copy on it
  • Logical & readable
  • How-to articles, tips or tutorials

11. IMAGES AND ALT TAGS

  • Folder and File Names 
  • Avoid flash animations 
  • 2-3 keywords per image. 
  • Describe the image - do not just list keywords. 
  • Misspellings and plural keyword phrases 

Note: In Misspellings, though the concept is to capture the searchers who enter incorrectly spelled words it can do more harm than good if these are found in the copy. Your reputation for trustworthiness and professionalism will be questioned.

12. SITE MAPS

  • Defines the website's overall structure. 
  • If the site map is larger than 100 or so links, you may want to break the site map into separate pages.

14. BLOGS

  • Commitment 
  • Daily to weekly changes

15. HOW TO FIND PAGE RANK

  • The higher the ranking...
  • The more likely the website will appear in the first page of the search results...
  • The more likely an Internet user will click on the URL Traffic

16. SUBMITTING YOUR SITES TO SEARCH ENGINES

  • Leading contextual search engines do not require submission 
  •  Consider submitting your site to industry-specific expert sites

17. EMAIL NEWSLETTERS

18. FINAL WORD

There are no shortcuts! I’ll start with the bad news: if you’re looking for a quick and easy way to get great results. There isn’t one. Instead, expect to do some hard work, especially when it comes to the content of your site. You will also need patience. Results do not come overnight. If you’re working on improving the search engine positioning of a client’s site, you should probably explain this to them early on.

19. JOOMLA

  • Brief overview of [[Content Management Systems]]  
  • How they can save you money and keep your site alive  
  • Details of the next Joomla! Training Workshop 

 

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