SEO Seminar Presentation on keywords and links
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SEO Seminar Presentation - November 11th 2009

SEO Web Seminar
November 11th 2009
The Ship and Mitre

Part One: Keywords

What is a keyword?

A keyword is a word or phrase typed in to a search engine to produce a list of relevant web sites.

What is not a keyword?

Your company name, unless it is also a good description of your products and services, is generally not a keyword.

Your company name will naturally appear in the search results in any case.

Industry jargon may not be what the general public would search for. It is important to know what real people search for.

More on this in a moment...

Selecting your initial or seed keywords.

Choose your main products and services. Think of the possible variations. Make a list of all possible keywords and their variations.

Eg: Property, properties, home, homes, house, houses, household, home-owner...

You must use your geographical area as a keyword if your business is based in a specific place.

Use an on-line keyword tool.

There are a number of free keyword research tools available. One of the best is Google Adwords Keyword Tool. Gives a list of words and phrases related to your seed keywords, based on real Google searches.

Long tail keywords.

Keyword phrases should concentrate on the 'long tail'. There are move overall long tail searches than the total number of main keyword searches.

How to use your keywords.

Ideally, every keyword phrase should have its own page of text content.

Each page should concentrate on a phrase of three or four words as the maximum that can be optimised for.

Do not worry about the individual main keywords, as these will be covered by the long tail keyword phrases.

Including keywords on a web page.

Write your content naturally for human visitors without worrying about search engines.

Include your keyword phrase at the beginning of both the title tag (which appears on the browser window) and the main on-page header (give each page a single h1 tag as the first on-page text).

Give every page a unique title.

Highlight examples of the keywords in the main page text with strong tags.

Part Two: Links

What is a link?

A hypertext link appears on page (usually) as an underlined section of text.

Clicking a link generally opens a new page, either on the same website or an external website.

How should links be used?

Only text links have any real value in search engine optimisation.

Form buttons, dropdown lists and image links do not add to the context of the link and sometimes cannot even be indexed by search engines.

What is the anchor text?

This is the text that appears on the page as an underlined click-able link.

This is the <a href="my-page.html">anchor text</a> of the link.

Will display as:
This is the anchor text of the link.

The importance of anchor text.

The most important part of any web page, is actually the anchor text of the links that point at that page.

It is vital to link to every one of your pages using the main keywords contained within that page.

The context and keywords of the anchor text is passed to the page.

Inbound links are vital.

Google reads the number, quality and context of your inbound links from external websites to determine your page ranking and search engine position.

Only with enough quality inbound links will your website have a good search engine position.

Quality inbound links.

There is no such thing as a bad link. Your site cannot be harmed by an inbound link.

Links from sites that have a similar theme as your site will give more ranking than off topic sites.

Links from pages with a Google Page Rank of 3 or more generally count more (although Google ranks pages by other factors too).

What is a useless link?

Links that are images, redirected, use JavaScript or some other type of code, or have no-follow attributes do not pass any page rank to that page.

If there are too many links on a page, you may not benefit from the link.

If there are two links on one page to the same page, the second link to that page will not be counted.

Formatting your inbound links.

Although you cannot directly control the links placed by other webmasters, you should always ask them to use your most important keywords as the anchor text of your link.

Think carefully about the best keyword phrase you would like your home page to rank for.

This is the most important aspect of SEO.

SEO Web Seminar Thank you

Simon Robinson - November 2009

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