how does search engines work?
DESCRIPTION
In this presentation, David Jenyns walks you through to understand how search engines works. He also teaches how to target the right keywords for your business' online marketing strategy. Want to know more about search engines and SEO? Visit http://www.melbourneseoservices.com/seo-products/seo-training-course-dvdsTRANSCRIPT
![Page 1: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/1.jpg)
THE MASTER PLANDominate Local Search.
![Page 2: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/2.jpg)
THE RIGHT BUSINESS
• Building a business of value
• Position yourself as the expert
• Take the lion's share of business
• Charge a premium price
![Page 3: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/3.jpg)
DOMINATE PAGE #1
• Places
• Adwords
• Organic
![Page 4: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/4.jpg)
OUR BUSINESS FLOW
• Understanding products / services
• Research target market / competition / keywords
• Build a website
• Install Google Analytics & Webmaster Tools
• On page optimisation / conversion / enquiry form
• Google Places
• Google Adwords
• Quick cash: promo / customer reactivation
![Page 5: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/5.jpg)
OUR BUSINESS FLOW - CONTINUED
• Off Page SEO
• Video marketing
• White paper, build database & auto-responders
• Web 2.0: Twitter / Facebook / Foursquare
• Press release
• Regular blogging: top questions / interview experts / Google alerts
• Build info product
![Page 6: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/6.jpg)
HOW SEARCH ENGINES WORK
• Based the way research reports work
• Google's goal is to provide the best user experience
• Places, Adwords, Organic are different butit's all about the keywords
![Page 7: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/7.jpg)
UNDERSTANDING KEYWORD TARGETS
• Browsing phrase vs buying phrase
• Camera vs. Sony Handicam HDR-SR11
• Dentist vs. South Yarra Dentists
• Inside the mind of your searcher
![Page 8: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/8.jpg)
BUILDING YOUR KEYWORDS
• How is local business different? traffic + conversions
• Identify top services / products
• Use Google free keyword tool / Market Samurai
• Target best keywords and add area modifiers
• e.g. Printing Services Melbourne
![Page 9: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/9.jpg)
DON’T TELL ME, SHOW ME
![Page 10: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/10.jpg)
THE PERFECT DOMAIN NAME
• Brand domain vs. keyword domain
• 2-3 words long
• Avoid hyphens
• .com.au or maybe .net.au, .org.au
• e.g. www.melbourneSEOservices.com
![Page 11: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/11.jpg)
BUILDING A STRONG STRUCTURE
• Home, Services Clients, About, Contact, Blog
• Perhaps individual pages for services
• No website? Use Wordpress
• e.g www.thedentists.com.au
![Page 12: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/12.jpg)
EASY AS 1,2,3
• 1st Tier Primary money phrase / domain
• 2nd Tier - Primary services + modifiers / pages
• 3rd Tier - Longer tail + suburbs / blog
![Page 13: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/13.jpg)
ONPAGE SEO
• 1 page... 1-2 keywords
• Unique page titles
• Meta description (160) & meta keywords
• 300 words minimum
• Keyword density (x3 per 500 words)
• H1 tags, bold, italics, image tags
• Keywords in urls(domain.com/keyword.html)
• e.g. www.planet13.com.au
![Page 14: How Does Search Engines Work?](https://reader034.vdocuments.mx/reader034/viewer/2022051513/54633a36b4af9f5d1c8b4b4d/html5/thumbnails/14.jpg)
QUESTIONS