1. Search Engine Optimisation No Point having a lovely site and lovely content if no one can find it!

4. Search Engines

5. Check Out …. searchenginecolossus.com

6. SERP Search Engine Return Page

7. Keywords - Keyword Research Tool

8. Spiders…. Spiders, Web bots, Bots, Agents Crawlers…..

9. Spiders…. Spider’s View 1. Open Website Ctrl A Ctrl C Paste into Notepad

10. Choosing Benchmark Terms Select 10-20 key terms, that are: – Relevant to your business; – Meet user expectation; – Generate sales or other conversions. Form basis of site’s content; Regularly monitor the site’s natural visibility; Review every six months.

11. Meta data & content Data that describes, highlights and/or explains other data. This includes items such as authorship, key words, character set, publication dates, title information and language. The inclusion of metadata in a web document helps indexing, searching processes and semantic analysis Big Three of Meta Tags Title Description Keywords

12. Meta data & content Car Ireland, Used Cars Ireland, New Cars, Buy Car, Classic Cars- Carzone

13. Meta data & content Relevant to content of the page; Key terms at the start; Company name at the end; (maybe) Optimise with 2 to 3 key phrases.

14. Meta data & content

16. Bolded, italicised, anchor text,, Users can read content easier when: Bulleted lists One idea per paragraph Optimise for three key terms on one page Search engines give weight to keywords in certain formats: Headlines Sub-headings Bolded, italicised, anchor text

17. Urls / Breadcrumbs / Alt Tags www.mysite/my_section/index.htm (-ve) www.mysite/my-section/index.htm (+ve) Alt Tags - USE THEM!

18. Considerations Consider both the user and the search engine; Don’t optimise a page of content with too many key phrases; Consider appropriate internal linking; Update content regularly.

19. Content is King

20. Content is King Consider both the user and the search engine; Don’t optimise a page of content with too many key phrases; Consider appropriate internal linking; Update content regularly.

21. Content is King Traffic comes via inbound links Search engines give higher rankings to sites that have inbound links (authorities and hubs) Outbound links allow the user to find more content of interest to them A quality inbound link has: High Relevance; High Authority; High Traffic; High Pagerank; N.B..gov and.edu links can be particularly valuable

22. Link-King Arrange one-way or reciprocal links with clients, suppliers, partners and industry organisations; Identify industry-specific Search Engines & Directories & submit link requests to these; Online Press Releases; Newsletters; Blog / Blog Commenting; Content / Article Distribution; Do reviews on Amazon, Yahoo!, Trip Advisor etc.; Write / Edit an entry in Wikipedia; Build link bait. ( Widget/ cool bit/ ready reckoner)

23. Balance Usability Search

24. Site-Map “A site map is something people overlook all the time... See how many links down you need to surf to get to deep pages on your site. The farther you have to go down, the harder it will be for Google to find those pages as well.” Matt Cutts Software Engineer, Google

25. Remember Hosting (.ie,.com where is server?) Duplicate content ( no!) Flash (invisible!) Accessibility ( yes! ) Content Management System

26. Balance Usability Search

27. Be patient !!!!!