The document discusses optimizing an online business site through search engine optimization (SEO). It explains that SEO involves on-page factors like keywords in page titles, headings, and descriptions. Off-site factors like backlinks are also important. The document recommends focusing on high-quality content, appropriate tags and keywords, and both organic and paid search engine optimization strategies to improve search rankings.

1. Cultivating your online
business
Maurice Mulvenna, University of Ulster

2. I’d like to talk about how
you can learn to optimise
your online business site
this is called search engine
optimisation or SEO

3. TITANIC
I

5. TITANIC
I

6. TITANIC
I
?

8. TITANIC
I
I wanna
China Porcelain
Mini-Titanic
Tea Set

13. TITANIC
I
?

14. TITANIC
I
?

15. Content Tags
Links Ads

16. Content

17. Tags
h"p://www.hallam.biz/blog/2011/04/seo-­‐on-­‐page-­‐factors-­‐crea<ng-­‐great-­‐pages.html

18. Tags
• On
page
op<misa<on:
• <<tle>
tag
=
4.9/5
(<
65
chars)
• Keyword
frequency
and
density
=
3.7/5
• Keyword
in
headings
=
<h1>
=
3.1,
<h2>
=
2.8/5
• Keyword
in
document
name
=
2.8/5
• Meta
name
descrip<on
=
2/5
(<
150
chars)
• Meta
name
keywords
=
1/5
Source:
h"p://www.seomoz.org/ar<cle/search-­‐ranking-­‐factors

19. Links

20. Ads

21. Ads

22. Content/Tags
Be"er
content
Be"er
tags

23. TITANIC
I
Content
Tags
=

24. Content Tags
Links Ads

25. Content Tags
Links Ads
Organic SEO

26. Content Tags
Links Ads
Paid SEO (PPC)

27. Content Tags
Links Ads
Off-Site SEO

28. Content Tags
Links Ads
On-Site SEO

30. ulster.ac.uk/dmc

31. Thanks!
@mauricemulvenna
md.mulvenna at ulster.ac.uk
ulster.ac.uk/dmc