Search Engine Optimization

Optimise website to achieve highest possible ranking on SERPs HOLISTIC not alone
Two main strategies
1. On page optimisation
  1. changes to HTML code, content, structure
    1. Continuous process
  2. More accessible for SE
  3. Easier for users to find
2. Off page optimisation
  1. build links to website
  2. Social Media & PR
Main areas
1. SE friendly website structure
2. Well researched list key phrases
3. Content optimised to T phrases
4. Link popularity
5. User insights
Consider
1. Search Vol.
2. Competition
3. Propensity to convert
4. Value per lead
5. Synonyms & misspellings
6. How would cust. look for what you offer?
Some of steps
1. Gather Data
  1. Use keyword research tools
    1. web referral logs
Optimize content for key phrases
1. Once selected - ensure site contains content to target them
2. Content roles
  1. provide info
  2. engage
  3. persuade
  4. signals of relevance to SE
3. Avoid keyword stuffing
Optimising media & apps
1. Descr. keywords as file names
  1. Alt tags, title attributes
    1. Meta info
      1. Header tags
2. Catchy name
  1. Distinctive, recognisable, clear icon
    1. Benefits & features clear, incl. key phrases
      1. Meta data
        App store listing, links to social media & web
SE Marketing: Types of results
1. Paid results
  1. Top 2, paid for
2. Organic results
  1. 3rd result down, key phrase in web few times
  2. More relevant

Resource summary

	Created by anelvr almost 11 years ago