Many businesses think that once they have a website up and running, all they have to do is sit back and wait for the business to roll in. In reality, once a website is live, that's when the real work should begin! Search Engine Optimisation (SEO) is a detailed and involved process requiring both on-page and off-page tactics to increase the online visibility of your website. It is very important for potential clients to be able to find you when they search words online which relate to what your business offers. It also helps existing customers to quickly and easily locate you online, even if they don't know your web address. If people cannot find your website you could be giving away leads and sales to your competitors every day. These slides were prepared by The Creative Collective on behalf of the Queensland Government to deliver a one hour basic level one hour webinar on search engine optimization. Check them out and learn: • what is search engine optimisation? • how to find out how your website is currently ranked and for what key words • how to find out how your competitors are ranked and for what words • the ideal number of keywords and key phrases to target for different search engines • how to conduct keyword research • how to select keywords and craft together effective meta data combinations • suggested off page SEO tactics • other factors which contribute to the optimisation of a website • tips when engaging an SEO contractor • how soon you should expect to see results • plus much more

1. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Department of Tourism, Major Events, Small Business and the Commonwealth Games
Search engine optimisation (SEO)
Twitter hashtag: #qldbiz
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2. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Agenda
• Intro & orientation (5 mins)
• Key points - (45 mins)
• Questions - (10 mins)
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3. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Introduction – Karen Wiskin
• Google Ad Words & SEO Specialist for The
Creative Collective
• Accredited Google Ad Words Professional
• Yahoo Search Ambassador
• Working in the Online Marketing space since
2007.
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4. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Search engine optimisation is…
Search engine optimisation (SEO)
is the process of improving the visibility
of a website or a web page in search
engines via the "natural" or un-paid
("organic" or "algorithmic") search
results.
Search engine optimisation is an
integral part of a successful website
and should be given great
consideration at the very initial stage of
building your website.
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5. Department of Tourism, Major Events, Small Business and the Commonwealth Games
SEO Explained Visually
Search term
PPC (pay per
click)
Google
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Places

6. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Important note on algorithms…
The way Google renders results is constantly changing.
These days it depends who you are, what you are looking for (and
how you look for it), where you are, who you are with and what you
are doing as to what results are
displayed for any given keyword
combination.
IMPORTANT NOTE:
The number of
words in searches is
increasing…
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7. Department of Tourism, Major Events, Small Business and the Commonwealth Games
There are over 200 factors determining how you rank
• Domain Age: the older your domain, the better
• Page Rank: download toolbar.google.com and analyse pages (though PageRank has been
downgraded in importance with Google Panda)
• Domain Backlinks: the ‘weight’ of the back links
• .edu/.gov backlinks: these are great!
• DMOZ Directory: get yourself listed – www.dmoz.org
• Yahoo Directory: get yourself listed – www.yahoo.com
• Keyword in Title: optimise by page
• Keyword in URL: make it search engine friendly
• Keyword in Description:
• Keyword in Header Tab
• Browser history of searcher
• Location of searcher
• Social graph of searcher
• Social authority of pages
• Up to the second news/trends
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8. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Suggested approach
STEP 1: Research and benchmark – your current status, competitor
status, keywords you could go for
STEP 2: Strategise plan of attack – select keywords, decide on
how/where you will optimise (and who will do it!)
STEP 3: Internal optimisation (on page) - page title, header tags, meta
description, alt tags on images and links, keyword density
STEP 4: External optimisation (off page)
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9. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Get your SEO tool kit…
FREE PAID
• A website you can optimise
(more in a moment) • http://www.wordtracker.com
• • http://www.marketsamurai.com/
www.adwords.google.com/keywordtool • http://www.keyworddiscovery.com/
• http://www.keywordspy.com
• www.google.com/webmaster • http://www.goodkeywords.com
• www.google.com/analytics
• http://marketing.grader.com Although many have free trials. Try
• http://www.google.com/insights before you buy!
/search/
• http://www.google.com/trends
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10. Department of Tourism, Major Events, Small Business and the Commonwealth Games
An optimisable website will allow you to:
Operate web-based and doesn’t require Edit the page titles, descriptions
to be installed on each computer (meta tags) and URLs (address
of the page)
Not only change but add/remove text, images,
videos
Create redirects to pages using
Change the text of your navigation bar the 301 standard
Edit the “Alt” tags of the images. Since search Create/delete new sections
engines cannot read the content of the images, and pages on your website
it is crucial they have access to the image’s
description (the “Alt” tag). You need to be able
to edit this description every time you upload or May have a blog inbuilt
change an image
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11. Department of Tourism, Major Events, Small Business and the Commonwealth Games
www.adwords.google.com/keywordtool
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12. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Careful keyword selection
The average number of keywords people are typing into search engines to search
for products and services is increasing. So avoid:
• Single-word terms
• Terms that are way too broad, and not focused to what you offer
• Terms that are too specialized, which nobody searches for
• Terms which are unpopular
• Highly-competitive terms which you can't hope to rank well for
Number of Google Matches Term
11,600,000 writer
1,200,000 real estate writer
48,000 freelance real estate writer
9,000 freelance real estate writer los angeles
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13. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Optimise on page, on a page by page basis
• H1 & H2 tag
• Page title – appears
in the top ‘blue’ strip
of any given website
• Keywords – 3-7
keywords you want
this page to be
optimised for
• Description – The
description which will
display on search
engines
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14. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Also optimise the keyword density
• Aim for 3-4% keyword density on any given page.
• To work out the keyword ratio use www.textalyser.net (it’s free)!
• Here we analyse www.cityfertility.com.au....
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15. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Don’t forget alt tags!
<A HREF="http://www.seekshare.com.au/"><IMG
SRC="seek.gif" WIDTH="250" HEIGHT="80" BORDER="0"
ALT="Seek and Share B&B"> </A>
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16. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Now optimise ‘off page’- options to build incoming
links include: Blogs Free directories e.g.
Hotfrog.com.au
List on dmoz.org (free)
PR newswires Social media – Facebook,
Twitter, Linkedin, YouTube
Article
directories Strategic alliances
Paid directories e.g.
Forums Homeimprovementpages.
com.au or
List on yahoo directory (paid)
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Get a google profile

17. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Publish everything & everywhere,
but publish unique & quality content…
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18. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Monitor your website performance through
Google Analytics & Google Webmaster Tools
//google.com/analytics
//google.com/webmasters
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19. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Trends/changes to be aware of
• Google Panda is a change to the Google's
search results ranking algorithm that was
first released in February 2011. Google
Panda v3.2 was released January 14th,
2012 and v3.3 was released in February
29th, 2012.
• Google Plus - +1 counts towards rankings
• Good article for more:
http://blog.hubspot.com/blog/tabid/6307/bid/28763/Everything-Marketers-Nee
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20. Department of Tourism, Major Events, Small Business and the Commonwealth Games
SEO Summary
 Analyse your websites current performance –
see workbook for exercises
 Analyse your competitors – see workbook for
methods
 Do keyword research and choose a selection of
keywords to apply to key pages of your website
Perform on page optimisation
Perform off page optimisation
Create content – everywhere!
 Monitor your website’s performance
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21. Department of Tourism, Major Events, Small Business and the Commonwealth Games
? QUESTIONS
?
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22. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Next webinars – all at 12:30pm
• Considering a Business – Monday 21 May
• Staying Safe Online – Thursday 17 May
• Cost for all: FREE!
REGISTER AT www.business.qld.gov.au
Under ‘Events’ - > Business Webinars
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23. Department of Tourism, Major Events, Small Business and the Commonwealth Games
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24. Department of Tourism, Major Events, Small Business and the Commonwealth Games
Help is available…
www.business.qld.gov.au
Business hotline - 13 25 23
www.facebook.com/businessqldgov
www.twitter.com/businessqldgov
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25. Department of Tourism, Major Events, Small Business and the Commonwealth Games
We need your feedback!
Please complete the evaluation
survey on it’s way to you now 
http://www.surveymonkey.com/s/seo170512
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