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All Things Search

All Things Search. Attracting and understanding website visitors. The Importance of Being Found. Source: PEW Internet & American Life Project August 2008. Anatomy of a SERP. Search Engine Optimisation. Optimising a website to achieve higher rankings in search results

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All Things Search

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Presentation Transcript

  1. All Things Search Attracting and understanding website visitors

  2. The Importance of Being Found Source: PEW Internet & American Life Project August 2008

  3. Anatomy of a SERP

  4. Search Engine Optimisation • Optimising a website to achieve higher rankings in search results • Start with Keyword Research • Plan out the keyword placement • Aim to have page content focus on 1 or 2 keywords • Ensure the keyword is prominent in the page title tag

  5. Search Engine Optimisation • Ensure that the content can be easily found by the search engines – use text links and sitemaps • Avoid putting content in flash or images • Look for opportunities for incoming links • Optimise for your human visitors, not for search engines • Use Google’s Webmaster Tools for diagnostics

  6. Search Engine Marketing • SEM (or PPC) is the paid search advertising on the top and right hand side of the search results page. An SEM campaign delivers: • Targeting options – specific keywords, phrases and exclusions • Ad control • Budget control • Measurable Statistics • Qualified Leads • Instant Results • Paid search is gaining in popularity, it is competitive but still cost effective

  7. Analytics • What do visitors do on your website? • How did they find you? • How long did they spend on the site? • How many pages did they view? • How many leave as soon as they arrive? • Which pages are the most common entry / exit points? • Shopping cart abandonment?

  8. Google Analytics

  9. Parting Points to Ponder • Paid search is quick, easy and cost effective • Organic search optimisation will help you build a better website • Analyse what users are doing on your site and look for ways to improve it • You are not alone – we are here to help • Your next customer is out there searching for you – get out there and get found!

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