Basics of a Website & Web Page • SERP’s • Targeting Your Audience • Content is King • Keywords and Phrases in Content Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Optimisation • SEO is the process of increasing the number of visitors to a website • SEO is the process of increasing conversions • SEO can be about gaining high ranking in search results pages (SERP’s) SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture, usability, content focus, audience targeting, design, development, keyword research, keyword placement, link building, social media marketing and any other online or offline branding/marketing elements that support the goal of receiving more traffic from search engines. ~ Rand Fishkin, SEO Moz Source. ShoeMoney.com Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Linked Together • Each Page is made of HTML and CSS • Each Page can also include Images What is HTML? • HTML is the code that makes up the web • HTML is the structure of a Web Page • HTML is also the Content of a Web Page • CSS is the styling of a Web Page Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Title </title> <meta name=“description” content=“some content”/> </head> <body> Your content </body> </html> Head Section Content Section Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
in the browser and in search results pages (SERP’s). Meta Description This is visible in search results pages Together both sections can help elicit click-through’s from SERP’s Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Company Name / Logo • Your Website Navigation • Your Web Page Content • Your Images • Your Other Content • Your Footer It is everything a person will see and read on your website itself. Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Search • Enter a Search Term • Hit Search • SERP is Displayed • User Clicks Search Result The higher up the rankings the more likely you are to be clicked. Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Think Again! Things to consider • Age Range & focus • Male or Female focus • Sexual Orientation focus (if any) • Career / Paygrade • Family and Friend Connections Together you can create a persona And from this focus Your Content Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Navigation • Content is Your Images • Content is Your Text • Content is Your Blogs Comments • Content is Your Sidebar Widgets • Content is EVERYTHING Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
focus word • Usually 3 or 4 should be assigned to a page • Each should be naturally focused in your content • A Keyword is hard to rank highly for • A Keyword always has competition • Keywords are not a solution Key Phrases • A Key Phrase is a set of Keywords • Together they may form a phrase For example Keywords: Cheese & Toast Key Phrase: Cheese on Toast • Key Phrases are easier to rank for • They are called “long tails” • They will have less competition Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
fit into content • They can be used in combination with individual keywords Example 1 I like cheese, beans and toast. I also like eggs, milk and bacon with my toast. Example 2 I like cheese on toast with beans. I also like eggs and bacon with my toast and a glass of milk. Both are relevant, but example two has a high chance of ranking highly. This technique can be used in both your head and content area. Optimising with Keywords as Phrases Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
Stuffing • You will not rank higher for using it again and again • If you do you may get penalised Natural Language Wins • Google uses Natural Language search • This means it can tell the difference between great content and Crap! • Do not think you can trick Google or Bing or Yahoo! • Write content of value to your users • If you write naturally, it will increase your chances of ranking highly in search results pages • So Keep It Simple Stupid • And write for your visitors and their friends. Don’t Chance It Don’t try to manipulate search engines Andy Kinsey 2012 - Basics of SEO - SEOAndy.com
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