7th October presentation 1

Maximising your Market Share on the Web: 

Maximising your Market Share on the Web Simon Crisp Edward Robertson Limited

How do you get the most out of having a web site?: 

How do you get the most out of having a web site? Make it beautiful to look at? Make sure it loads fast? Make it easy to use? Monitor the site statistics? These all help, but you've got to get people to your web site's front door

Search Engines: 

Search Engines Research shows that 85 percent of Internet consumers use search engines and directories to locate the products, services and information they require

Search Engine Optimization: 

Search Engine Optimization Domain Names Keywords 2 Critical Elements In Bound Links How to Optimize for Google Example

Domain Names: 

Domain Names Try to use your main keywords in your domain name E.g. www.adventuretoys.co.uk SE’s prefer them slightly Visitors are more likely to click the link They can have dashes too

Keywords: 

Keywords What they are How to find them What to do with them once you have them.

What: 

What Keywords are the words and phrases people use in their online searches. Shoppers vs. Buyers keyword > search results > go to website > add to cart > complete sale Plasma TV vs. Sony PFM42X1 Optimize for all types of keyword on every page

How: 

How Make a List of Keywords: Be Specific Put Yourself in Your Customer's Shoes Glean Keywords from your Website Stats Check Out Your Competition Cover all Variations Be Descriptive Use Action Words Target Local Markets Use Online Keyword Tools

Online Tools: 

Online Tools http://inventory.overture.com/d/searchinventory/suggestion/ https://adwords.google.com/select/KeywordSandbox http://www.wordtracker.com/trial.html

It matters where you put your keywords: 

It matters where you put your keywords Title Tags Header Tags <H1>, <H2>, <H3> etc. Body Text Link Anchor Text Combining HTML Tags The higher up the page the better Do Meta Tags Matter? Use a Small Number of Keywords on Each Page Keyword Density - An Enduring SEO Myth Use the <Images Alt=" "> Tag Wisely

2 Critical Factors: 

2 Critical Factors Page Importance / Popularity Page Rank Link Reputation Quality not Quanitity “Off Page Issues”

Building In Bound Links: 

Building In Bound Links Probably the most important factor in SEO Search Engines love Popular Pages You can start today with these objectives To obtain a greater number of relevant incoming links than your competition. To obtain a greater number of "important" incoming links from "important" pages than your competition. To control exactly what those links say about your site.

Ways to get in bound links: 

Ways to get in bound links Focus on creating a natural incoming link structure that builds steadily but gradually over time. Focus on getting links from authoritative sites with high PageRank. If they also happen to be on-topic, then all the better. It's ok to get links from less important sites but remember: the lower the PageRank of a referring page, the more you'll want it to match your topic.

Ways to get in bound links: 

Ways to get in bound links Strive to get your inbound links placed on pages with few outbound links...the fewer the better. Make sure that the URL format of your referring links are consistently identical. Get your keywords into the anchor text of your incoming links as much as possible. Avoid identical incoming link anchor text.

Ways to get in bound links: 

Ways to get in bound links Focus on the major directories as a source of important links: Dmoz.org , About.com, Business.com Try trade directories, press releases, suppliers, customers etc. Don’t Try Link Farms, Link Exchange programmes et al.

Ways to get in bound links: 

Ways to get in bound links Avoid linking back to sites that are unlisted by Google or Yahoo – they may have been black listed Participate in Forums / Blogs And Finally… Find out who is linking to your competitors

How to Optimize for Google: 

How to Optimize for Google

"if a man can make a better mousetrap than his neighbour, though he builds his house in the woods the world will beat a path to his door". Ralph Waldo Emerson -19th Century American author : 

"if a man can make a better mousetrap than his neighbour, though he builds his house in the woods the world will beat a path to his door". Ralph Waldo Emerson -19th Century American author Today if you are selling mousetraps online you've got to be highly placed in search engines