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Introduction
• The difference between spiders and directories
• Search Engine Optimisation vs Pay Per Click
• Identifying key search engines
How search engines work
• How is your organisation doing?
• How do spiders see your pages?
• How spiders index pages
• Popularity and link equity explained
Spider killers
• Working with scripts
• Working with frames and tables
• Avoid spider spamming and keyword stuffing
• Doorway/gateway pages
Constructing search engine friendly pages
• Structured markup
• Instructions for robots
• Optimising metadata
• Optimising title syntax
• Identifying suitable landing pages
• Building reciprocal links |
Key word search
• Coming up with a master list
• Using key word suggestion tools
• How do I know which words my customers are actually using?
• Can I minimise the competition for my keywords?
• Implementing keywords into content and page structure
• Which words should I use for SEO and which for PPC?
Buying your way in
• Using link builders
• Identifying who's who in the paid world
• Paying for inclusion
• Paid placement listings
• Pay per click
Defining a plan for your company or organisation
• Setting and attaining objectives
• Planning a strategy
• When and what to register
• Performing spot checks
• Monitoring your web stats
• Maintaining your position
• Using Search Engine Optimisation software
Questions and answers |
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