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1. Introduction
2. Why is optimising your site so critical?
3. Outline
4. Similar principles for all engines
5. How search engines read web pages
6. Designing web pages for search engines
7. How you see a web page
8. How search engines see a web page
9. The importance of understanding HTML
10. HTML: hyper-text mark-up language
11. Web page display in your browser
12. The HTML content of the page
13. What search engines pick out
14. Important elements for the search engine
15. Starting out in search
16. Implications
17. The first tasks for search engine marketers
18. Search engine optimisation
19. How does your website perform?
20. First step - Google "info:"
21. How many pages of your site has Google read
22. How many websites link back to you
23. Finding out your market position today
24. Key steps in monitoring and evaluation
25. Understanding on-page factors
26. Barriers and spiders
27. Road blocks: Flash
28. Road blocks now opening up to search
29. Road blocks now more open to search
30. Design vs. indexing
31. Design trade-off
32. Making content readable by search engines
33. Must-know on-page factors
34. On-page factors: optimising content
35. Checking your own page content tags
36. Keywords and key phrases
37. How to choose keywords
38. Keywords example - burger guide
39. Issues to tackle when selecting keywords
40. Find out which keywords matter most
41. Important keywords - scuba diving example
42. Keywords development tools - Google example
43. Keywords development tools - MSN example
44. Checklist: on-page factors
45. Off-page factors
46. New challenge - your status in the web
47. What else do you need to consider
48. Checklist: off-page factors
49. Boosting discoverability
50. Link building strategies
51. The importance of link strategy to SEO success
52. Summary
53. Closing remarks

Topics Covered

• Why is optimizing your site to be read by the search engines so critical?
• How search engines work
• How to get listed
• Factors determining position of a website in the listings
• Can the spiders access your site?
• Keyphrase research
• On-page factors: writing optimized text
• Off-page factors: link building and link equity
• How to monitor your position

Links

Series:

• Digital Marketing Best Practice
• Online Advertising

Categories:

• Technology & Operations

Talk Citation

Publication History

• Published on September 30, 2009
• Archived on April 11, 2022