SEO101

Three Simple Secrets

( . . . that will get your website higher on Google and other Search Engines)

About SearchMasters– Top of Google NZ for “Search Engine Optimisation”

– Search Engine Optimising Websites– Helping Web Developers SEO their clients websites– Partnering with Advertising Agencies– In-house training for Web Developers / Ad Agencies /

Corporates– Public SEO training events – Have presented Search Engine Optimisation training

in 8 New Zealand Cities – to Web Developers and business public

16 April 2008 - Popular Mechanics Interview with Udi Manber, Google Search Quality Vice President

Do you find that the content on the Web is evolving to be more search-engine friendly?“It’s hard to say. It’s definitely still lacking. I wish people would put more effort into thinking about how other people will find them and putting the right keywords onto their pages.”

Most Important Part of SEO - Words

What is possible . . .

What is possible . . .

What is possible . . .

• SEO-basics simple, specialised, complex• Many know some SEO, but don’t do it• Too hard, ignorant, or time-consuming• No single company/person knows it all • A fast changing business environment

SEO in a Nutshell . . .

• Big surge in awareness from 2004• Wide range of SEO services/prices/value• USA Dec 09, Mar ‘09 / ’08 / ‘07

(Neilsen/Netratings) – Google 67% / 64% / 59% / 54%, Yahoo 14% / 16% /

18% / 22%, MSN 10% / 10% / 12% / 10%. – Total searches 9.9 bil / 9.5 bil / 8 bil / 6.8bil, Google

searches 6.1 bil / 4.8bil / 3.8bil

• Australia Mar 2007 (Hitwise)– Google 82%, Yahoo 4%, MSN 6%

SEO in a Nutshell . . .

• SEO has a high ROI• Most websites fail the SEO basics• Implementation of basics:

– Big traffic increases possible• Good SEO – foundation, future-proofs

your website technically• Good SEO improves usability, efficiency

and general performance• Easy to take a step ahead of opposition

Benefits

• Top 10 for all search phrases• 3.5x /147k more visitors from Google per month• $10k/mth savings - Adwords• Very high ROI

SEO – What is possiblewww.VSO-Software.fr

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google organic

google cpc

yahoo organic

1. Search Phrase Selection – selecting an appropriate phrase(s)

2. HTML Head Tags– configuring the Head Tags correctly

3. Page Content– developing & placing content in the right place(s)

The Three Simple Secrets

• What are people searching for???• Select multiple word phrase(s), and single words

https://adwords.google.com/select/KeywordToolExternal http://www.keyworddiscovery.com/search.html http://www.wordtracker.com

• Use search words including:– Regional, Geographical (e.g. Wellington, West Auckland, New

Zealand)– Misspellings– Synonyms (www.thesaurus.com)– English/American spelling

• Check your opposition’s language & phrases

1. Search Phrase Selection

Google Keyword Tool

Google Keyword Tool Sort byLocalsearchvol

Select‘exact’

CSV export for Excel

Keyword Global Monthly Searches Mar-10 Feb-10 Jan-10 Dec-09

[massage] 4090000 9900 9900 12100 12100

[reflexology] 135000 880 880 880 880

[massage therapy] 135000 720 720 480 480

[aromatherapy] 90500 590 480 480 480

[relaxation] 110000 480 390 260 320

[stress relief] 49500 480 320 260 210

[swedish] 165000 480 320 260 390

[massages] 135000 170 170 260 170

[masseuse] 74000 320 210 260 210

[therapeutic massage] 12100 260 320 260 210

[health massage] 5400 260 260 320 320

The Three Simple Secrets

1. Search Phrase Selection – selecting an appropriate phrase(s)

2. HTML Head Tags– configuring the Head Tags correctly

3. Page Content– developing & placing content in the right place(s)

META Tags: “<title>”

<title>Cheap Contact Lenses Online, Coloured Contact Lens, Bifocal Contacts</title>

META Tags: “<title>”

<title>Cheap Contact Lenses Online, Coloured Contact Lens, Bifocal Contacts</title>

• Use the maximum 70 characters that Google shows• Words at the front of the title have the most power• Use the search phrase at the beginning, and

combinations of the main search phrase(s) • If not too much competition, you can get high on Google

with just having the text on the page• Unique title on every page

• The sales pitch – clickability – your USP• Use the search phrase, and combinations of the main

phrase twice• Max 155 characters show on Google – note, no “ …”

META Tags: “<description>”

<meta name="Description" Content="Buy Contact Lenses Online in New Zealand with Contacts2Go. Purchase cheap contact lenses online.

Coloured Contact Lens, Bifocal Contacts, One Day Contacts">

• If you exceed the 155 characters, you lose out on minimum 4 characters of sales pitch

• But if the following words can be guessed, you gain those guessed words

• Note the “ …” – space and 3 full stops

META Tags: “<description>”

Meta Description Rules – Google Snippet:• Google uses the Meta Description (if your search phrase in

there twice)• Or Google uses first 2-3 instances of the search phrase in

your text/after/sometimes including an h1• Or Google uses dmoz/odp description• Yahoo can use its directory title/description• Protect your SEO investment with the header tag <meta

name="robots" content="noodp,noydir" />• Unique on every page, or don’t have it at all!

META Tags: “<description>”

• Over-rated now - no longer essential• Used only for “completeness”• Can be comma delimited, but better space

delimited• Do not include words that are not on the

actual page (penalties may apply)• Unique across every page, or don’t have it

at all

META Tags: “<keywords>”

<meta name=“keywords” content=“contact lenses plastic contact lens daily contact lens contact2go”>

The Three Simple Secrets

1. Search Phrase Selection – selecting an appropriate phrase(s)

2. HTML Head Tags– configuring the Head Tags correctly

3. Page Content– developing & placing content in the right place(s)

• Google looks for a signal that the content is starting – The <h1> is ideal for this

• Use <h1> to emphasise your top search phrase(s)

• Only one <h1> per page• Google can use the h1 it for its “snippet”• Style the <h1> using css

Page Content: “<h1>” heading

• Place your opening paragraph straight after <h1>• Best to use main search phrase(s) in opening

paragraph• Research how Google displays and highlights your

phrases from other websites• Avoid duplicated content – unique content around

search phrases• Use bold and italics to emphasise the first two

instances of the main search phrase• Scatter the search phrase(s) around the page • Write full sentences, not just lists of keywords

Page Content: Opening Paragraph

Page Content: Opening Paragraph<title>Cheap Contact Lenses Online, Coloured Contact Lens, Bifocal

Contacts</title>

Page Content: Opening Paragraph<title>Cheap Contact Lenses Online, Coloured Contact Lens, Bifocal

Contacts</title>

Page Content: Opening Paragraph - opportunity

massagemassage therapytherapeutic massagehealth massage

Summary1. Search Phrase Selection

– selecting an appropriate phrase(s)

2. HTML Head Tags– configuring the Head Tags correctly

3. Page Content– developing & placing content in the right place(s)

The Three Simple Secrets

www.searchmasters.co.nz – SEO Consultancy – SEO Training

How can we help youLet’s tailor a package to fit your business

Moving on . . .

SEO101

Three Simple Secrets

( . . . that will get your website higher on Google and other Search Engines)