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- basic search engine optimisation - Shareware Promotions - Dave Collins -

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Presentation on theme: "- basic search engine optimisation - Shareware Promotions - Dave Collins -"— Presentation transcript:

1 - basic search engine optimisation - Shareware Promotions - Dave Collins -

2 What is professional SEO? a means of ensuring that your products are found by people searching for them a means of ensuring that search engines can read, recognise and index your content a means of putting real information on top of the raw data that the search engines will see

3 What professional SEO isn’t a means of tricking the search engines a means of luring traffic in under false pretences a means of beating the system

4 Overview of the SEO process keyword selection –what people are looking for to find your product writing of the optimised titles and tags writing of the optimised content optimisation of the structure more to it than that…

5 Basic definitions title –where it appears –why it is important –what to include –syntax and position meta tags –keywords words and phrases not just for meta tags not over stuffing meta tags not important? content, commas, capitalisation, country variations –description body

6 Expectations before optimisation be realistic –example – an client, TheBat! –will never be number one in google for “ ” –competing with 287,000,000 other pages –top 10 taken by Yahoo, Hotmail, Eudora and soon Gmail! –stop wasting time –start looking at keywords where you stand a chance

7 Expectations before optimisation be realistic target, target and target –choose keywords carefully –might not show up for “ ” but will for USPs –what do you have that people may be looking for? –secure client? –easy software? –personalised software? –powerful client? –much easier to rank well –traffic will be more targeted

8 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile –only 5 people/day may search for “palm imap client” –might not seem like a lot –even if it describes your product perfectly –but research shows there is almost no competition –stand a good chance of being in top 5 in google –your listing would be seen by almost 2000 people a year –searching for exactly what you offer –with optimisation carried out only once!

9 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity –if your site is only 4 pages –can’t produce a list of 80 keywords –and expect to rank in top 10 for all –any single page can only be optimised for 2-3 phrases –if want to increase number of keywords –need to add pages to website

10 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity be prepared to make changes –many people want to optimise site invisibly –still want graphic-rich and short, clear page titles –if job is done properly, not possible –pages need different titles –may need more textual content –may need more links

11 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity be prepared to make changes don’t rest on your success –even when all is well, be prepared to keep on top of things –web changes constantly –search engines update & change algorithms –can lose top spot very quickly –can keep top spot but find that no-one searching for phrase –keep checking logs –keep googling

12 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity be prepared to make changes don’t rest on your success site structure and internal links matter –important to make sure that all pages are found –fancy script links may not work –may have to add text links –can easily be done without affecting appearance –where possible use keyword-rich links, especially for links to home page

13 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity be prepared to make changes don’t rest on your success site structure and internal links matter don’t forget human visitors –should always be the main point –no point in drawing in traffic if they all leave immediately –everything has to make sense –look good –be user friendly

14 Expectations before optimisation be realistic target, target and target less popular keywords can be worthwhile limits and quantity be prepared to make changes don’t rest on your success site structure and internal links matter don’t forget human visitors use server logs –use to check status before any optimisation –may not show up anywhere for your phrases –may be surprised by variations of phrases –people will find you with these variations

15 How to optimise a picture isn’t worth a thousand words –search engines can’t read them –can’t read text embedded in images –need visible copy on the page for the engines to understand what they are about

16 How to optimise a picture isn’t worth a thousand words keyword research –critical –based on what people are looking for not what you think they should be looking for –tools all over the web your own web logs your competition google’s adwords overture wordtracker

17 How to optimise a picture isn’t worth a thousand words keyword research writing the copy –write at least words based on keywords –this is critical –engines need this to classify site & identify content –write copy based on your keywords –not the other way round –don’t be scared to repeat phrase if required –but don’t go overboard

18 How to optimise a picture isn’t worth a thousand words keyword research writing the copy title – the jewel in the crown –title tag must be perfect –given tremendous weight by all main engines –keywords need to be in there –ordering = critical –don’t waste space with fluff –don’t bother with name of company –or HOME PAGE

19 How to optimise a picture isn’t worth a thousand words keyword research writing the copy title – the jewel in the crown meta tag making –contrary to popular belief meta tags do still have some value –create description tag that uses keywords –and describes software and uses –often displayed in results –create keyword tag –not overly important –use misspellings and regional variations –don’t spend too long on it

20 How to optimise a picture isn’t worth a thousand words keyword research writing the copy title – the jewel in the crown meta tag making importance of incoming links –not long ago was possible to get good ranking purely by content –most engines now place some measure of importance on incoming links –get listed in major directories –find friendly sites that rank well for that phrase to link to you

21 Current state of play no prizes for guessing who’s king of the hill –google is king –but perhaps not the extent that many assume

22 Current state of play no prizes for guessing who’s king of the hill florida update – more shortly introduction of stemming –stemming technology when appropriate will not only search for search terms but also similar words “pet lemur dietary needs” will also search for “pet lemur diet needs” and more variations searched for are highlighted in the extract

23 The new Google – aka Florida Update all began on November 16 th 2003 significant new changes introduced how pages are ranked format of results

24 The new Google – aka Florida Update all began on November 16 th 2003 significant new changes introduced keyword stemming “dietary” results may include those based on “diet” so far limited in scope but it’s there & official

25 The new Google – aka Florida Update all began on November 16 th 2003 significant new changes introduced keyword stemming information first a lot of info and resources page showing up in top positions seems to favour genuine content as opposed to just link popularity

26 The new Google – aka Florida Update all began on November 16 th 2003 significant new changes introduced keyword stemming information first ongoing didn’t just end in November 2003 changes to algorithm ongoing will continue to evolve with time

27 The new Google – aka Florida Update multi-headed approach froogle –still in beta –included in regular search results google directory –copy of the open directory project –links to the directory have been displayed within search results –are you in there? google news –index 4,500 news sources –30 days worth of articles and headlines archived google print –early days –allows searching for content within books –watch this space…

28 The new Google – aka Florida Update multi-headed approach pagerank – why the old algorithm doesn’t work pagerank is google’s measure of a web page’s importance more links = more useful old pagerank system rewarded all links google then tried to take into account the text content of the link SEO responded by placing keyword rich links all over the web people copied the technique, and google had to apply the brakes

29 The new Google – aka Florida Update multi-headed approach pagerank – why the old algorithm doesn’t work new pagerank topic sensitive adds bias originally based on the idea of 16 “topics” as defined by the 16 top level categories of the open directory system has questionable principles

30 The new Google – aka Florida Update multi-headed approach pagerank – why the old algorithm doesn’t work new pagerank applied semantics google acquired applied semantics in 2003 used to deliver context-based advertising for adwords now going beyond advertising used to identify core concepts related to specific keywords & phrases

31 How the changes may affect you some searches now displaying very different results some seeing very few changes at all some using tricks to raise ranking have been removed some not (knowingly) using tricks have received the same treatment many rumours are flying around…

32 “Dave’s rule of Google-based rumours: ignore them all”

33 Putting the rumours to bed google is using a dictionary of terms to penalise an endless number of variants they do not want to penalise; they want accuracy google is trying to force greater use of adwords absurd conspiracy theory they don’t need to force anyone google is punishing reciprocal links why would they? web is based on links too many legitimate results would be penalised google is punishing optimised pages why would they punish pages designed to clearly & accurately convey the content to them?

34 How to do well in Google old, solid rules still apply content is king tricks are best left to magicians 1.keyword research - the heart of the process 1.companies employing “common sense” SEO techniques were not adversely affected by the new rules in any way 2.some even gained from it 2.a solid site structure 1.make sure spiders have a clear, comprehensive route to follow 2.larger sites may need site maps, linked in from all main pages 3.solid content 4.links 1.major directories 2.smaller directories 3.industry specific directories 4.local directories

35 Killing the myths myth 1: high PR = high ranking many companies see that some competitors with lower pagerank are still displayed above them other factors –content –setup –quality of incoming links

36 Killing the myths myth 1: high PR = high ranking myth 2: PR based on number of links quality, not just quantity value of incoming link = pagerank of page divided by number of links on that page

37 Killing the myths myth 1: high PR = high ranking myth 2: PR based on number of links myth 3: searching for incoming links shows all backward links using link: google doesn’t list all links that it knows about only those that contribute above a certain pagerank level

38 Killing the myths myth 1: high PR = high ranking myth 2: PR based on number of links myth 3: searching for incoming links shows all backward links myth 4: being listed in open directory results in PR bonus only bonus gained is the same as a link from any site biggest user of open directory is google but also used by hundreds of other sites also crawled by google

39 Dynamic content what is dynamic content? information delivered to browser different from stored on server often generated by database, created in real time

40 Dynamic content what is dynamic content? why should search engines have problems? may not see page at all may see variations of same content through different URLs –eg: minor updates (news) –different languages –specialised local additions etc engines only try to index one version of each page

41 Dynamic content what is dynamic content? why should search engines have problems? what can be done about it? make sure spiders can and will index content use static URLs to reference dynamic content link to dynamic URLs from static URL content pay for inclusion where possible don’t block spiders –make sure user does not require a cookies –do not require session ID to be set –less variables = better

42 Conclusion search engines = free, targeted traffic pay options offer further opportunities cannot afford not to optimise site do the research and weigh-up DIY vs. professional firm failure to do so = playing into competitor’s hands your loss is their gain Be seen, be sold

43 See how we can help improve your software sales: Be seen, be sold


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