1. Attracting Customers Using
SEO

3. Paid Vs. Organic (Natural)
10%
90%

4. Position Click through
rates
1 42.1%
2 11.9%
3 8.5%
4 6.1%
5 4.9%
6 4.1%
7 3.4%
8 3.0%
9 2.8%
10 3.0%

5. How do search engines
work?
Crawling
Indexing
Ranking

6. Popularity and Relevance
http://www.yoursite.com/newpage.html

7. Popularity

8. Relevance
I just found this cool new site that sells
custom fitted ski boots.
Text Link relevancy

9. Accessibility Relevancy
Sustainability
Optimising
for search
Link building
Keyword research
Creating content

10. Keyword Research

11. Keyword Research – Brainstorm Ideas
Your
Customers Competitors
You and
Your Tools
People

12. Keyword Research – Tools

13. Google's Keyword Tool - Google AdWords
https://adwords.google.com/o/KeywordTool

16. Keyword Research - Golden Rules!
Is The Keyword Relevant To Your Website's
Content?
Will Searchers Find What They Are looking For
On Your Site Using Those Keywords?
Will They Be Happy With What They Find?
Will This Traffic Provide Financial Rewards Or
Satisfy Other Organisational Goals?

17. Creating Content

18. Creating Content – Duplication Issues

19. Google Recommended
Make pages primarily for users, not for search engines.
Don't deceive your users or present different content to
search engines than you display to users, which is
commonly referred to as cloaking.
Create a useful, information-rich site and clearly and
accurately describe your content. Make sure that your
<title> elements and ALT attributes are descriptive and
accurate.

20. Increasing Relevance – Title Tags

21. Increasing Relevance – Meta Descriptions

22. Increasing Relevance – Alt Text
<img alt="lofted golf club" />

23. Perfectly Optimised Page!

24. Accessibility – Build

25. Accessibility – Site Structure

26. Accessibility – URL’s
http://www.amazon.co.uk/Kindle-Wireless-Reader-3G-Wifi-
Graphite/dp/B002LVUWFE/ref=amb_link_159056887_2?
pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=center-
1&pf_rd_r=1GVJH92SPHV3FGBDQZB5&pf_rd_t=101&pf_rd_p=234205127&pf_rd_i=4
68294
http://www.moneysupermarket.com/mortgages/first-time-buyers/
http://www.moneysupermarket.com/mobile-phones/tariffs/

27. Accessibility – Sitemaps

28. Link Building
"Natural" Links
Manual Link Building
Self Created, Non Editorial

29. Link Building – Reaching Out

30. Link Building – Competitor Analysis

31. Link Building - Social Media
Regularly post great content on your
website
Promote your (great!) website content
through social media
Post great content to social media
channels
Build relationships with influencers

32. Making It Sustainable

33. Google Analytics

35. Access Your Google Analytics
Dashboard -
Select 'Standard Reports'
'Traffic Sources'
'Search'
'Organic'

38. Recap
Sustainability
Accessibility
Optimising
Relevancy for search
Link building Rinse
Creating content
And
Repeat!
Keyword research

39. Any Questions?
Martin@red-effect.co.uk
Steve@red-effect.co.uk