Presentation delivered at Manchester Metropolitan University to web design/development students. Providing a general overview of SEO and our approach at PushON.

1. SEO & Why it
Kicks Ass
Friday, 26 December 2010 at Manchester Metropolitan University
QuickTime™ and a
decompressor
are needed to see this picture.

2. Hey, I’m Mark
 Search Marketing Consultant
for PushON
 Specialise in paid and
organic search
 Worked on a number of
award winning marketing
campaigns
 Digital enthusiast!
Twitter: djmayne2001 Linkedin: Mark Mayne Website: PushON

3. What We Will Cover
 The Search Landscape
 How Search Engines Work
 How to Optimise Your Website
 Promoting Your Website
 Why Become an SEO

4. The Search Landscape

5. The Rise of Search

6. Global Search Share

7. How it Looks in the UK
Data from Hitwise

8. How is Search Changing

9. Real Time Search

10. Personalised Search
Google tracks your browsing
history
Serves results based on
previous search history and
preferences
An aspect of search that Google
is actively pushing

11. Local Search

12. Mobile Search
Rapidly growing sector that allows users to have a wealth of information
right at their finger tips.

13. How Search Engines Work

14. Search Engine Spiders
A search engine spider is an automated program that reads web pages and
follows links to other pages within the site.

15. Building an Index
Once a spider has crawled a page it records various bits of data about it.

16. Delivering Relevant Results

17. How to Optimise A Website

18. SEO Process

19. Optimise Your Code

20. What to look for
Hidden text
Inline Styling & JavaScript
Menu implementation
Coding techniques used - Frames, Flash
Presence of Sitemaps
SEO friendly URLs
Custom 404 Pages
Header Tags
Meta Data

21. Optimise Your Content

22. Content Strategies
Optimize Existing Content: Develop New Content:

23. Optimise Your Connections

24. Partners & Link Building
Correlation between rankings and link acquisition
- Build a natural link profiles
- Quality of links over Quantity of links
- Find ways to get links that your competitors can’t
- Use existing business partnerships and relationships
- Develop link worthy content

25. Optimise for Conversion

26. Improve Conversions
- Review the ways in which users
can make bookings, purchases or
sign up for a newsletter.
- Long signup forms, long checkout
process, broken links and lack of
trust.
- Continual improvement to
conversion rate
- Split testing, don’t make
assumptions
Source: stayonsearch

27. Promoting Your Website

28. Social Media

29. Link Building
- Directories
- Guest Posts
- Article Marketing
- Online PR
- Business Partners
- Link bait
Source: seogo

30. Paid Advertising

31. Why Become an SEO

32. The Women?????

33. Maybe Not….. But Why Become One
Great community here in Manchester - Regular events, football & more
It’s a relatively New industry
Never the Same, changes almost daily
Competitive Nature
Informal approach
Get paid to surf the internet!
SEO’s hold a certain amount of POWER! (BD Recruitment example)

34. BD Recruitment

35. Take Away Points!
 Twitter for Job Search in Digital Sector
 Setup your own Blog
 Come along to industry events
 Setup numerous sites and test different
theory’s
 Things never stay the same!