Web Optimisation Tutorial
Here we are going to look at how we can increase the ranking of our
driving school website to gain increased traffic and new business via web
optimisation. The
website used has been established a number of years but has not been
optimised for any focused keyword or key phrase.
The website was already showing up in the Google.co.uk results at
position 21 so a dramatic increase may not be seen. However, If you apply
these techniques to website that is a lot further down the rankings (or not
ranked at all!) a massive improvement will be seen.
In its simplest form, the process of web optimisation or SEO is about focusing a webpage for
a given phrase that you wish to be found for and then ensuring the search
engines are very clear that your page is about that phrase. This is called
Onsite Optimisation.
The second stage is to get links pointing to your webpage that contains
your key phrase as the anchor text. This is Off-Site Optimisation.
We are only going to look at one page but you will want to look at each
individual page of your website and follow the process for each. Whilst we
are optimising a driving school website, the process will be no different
for any other type of website.
If you do not understand anything in the videos, want clarification on
anything or
simply to comment on the videos, please use the form below. Please also
share your results and successes for everyone else to see (Hint - use the
comments form to gain a back-link with your chosen anchor text!).
Link
Please link to this web page by copying and pasting the following code on
your website. The link will look like: Web Optimisation
 Video 1 - Web Optimisation - Keyword Choice
- Decide which key phrase to target.
- See where you website is currently placed in the SERP's (Search Engine Results
Pages).
- Check what level of competition already exists.
- See what text Google have cached for the webpage you are going to optimise.
Video 2 - Website Optimisation
- Critique of All-Drive.co.uk
- Understand how the search engines read a web page.
- The importance of:
- Meta Tags (Title & Description)
- Heading Tags (h1, h2 etc)
- Bold Text (<b></b>)
- Italic Text (<i></i>
- Underlined Text (<u></u>)
- Alt Tags (alt="keywords")
- Keyword Density (3 - 5%)
- Don't fall into the trap of telling the search
engines that your website is about 'home', 'welcome', 'website name', 'driving school name'.
etc.
Video
3 Part 1 - Search Engine Optimization Tutorial - Fix The Website
Video
3 Part 2 - Search Engine Optimization Tutorial - Fix The Website
- Alter / Optimise your webpage.
- Only optimise for 1 - 2 key phrases per page.
- Ensure key phrases naturally form part of your
content.
- Don't 'stuff' your page with keyword /
phrases.
- Remember, your page is primarily for your
visitors and not the search engines.
Video
4 - Progress 2 Days After On-Site Optimisation
- Ranking increased from 21 (25?) to 15 – A
27.5% increase.
- Ranked #3 for exact search term.
- Webpage announced on a blog to get the SE’s
attention quickly.
- Numerous SERP’s double entries for this key
phrase – The web page is actually the 9th website listed.
Video
5 - Off-Site Optimisation - Link Building & Social Bookmarking
Video
5 - Addendum
- Link building is an ongoing and probably THE
most important process.
- Social bookmarking is a great way to start off
the process.
- Use your key phrase as the anchor text.
- As the process continues, vary your anchor
text - this will look very natural to the SE's
- Don't be tempted to buy 1,000 backlinks for 25
bucks! That will hurt you. If your website only has a few inward links,
it is unlikely that you would attract that many links overnight from
other websites. This would set off alarm bells with the SE's. Grow your
links steadily so that they look natural.
Video
6 - On-Site Linking Strategy
- Internal linking is equally important as
obtaining external backlinks.
- Link to your pages using your keyword phrase
as anchor text.
Video
7 - Link Building Continued
- Obtaining backlinks is an ongoing process.
- It is the most time consuming but also the
most important process.
- Get backlinks by:
- Submitting to directories
- Posting relevant comments on blogs
- Posting entries in forums - use your backlink
as part of your signature
- Request other websites link to you (one way or
reciprocal links)
- Make sure your link building strategy looks
natural.
Consider using a link building system like I have for All Drive to save time and
effort.
Video
8 - Day 9 Review
- Now position 11 in the SERP’s.
- Number 1 for exact phrase match.
- Backlinks and internal linking yet to take
effect.
- Ranking likely to fluctuate until links etc.
become established and your website has gained search engine trust.
Day 12 - First Page Google Ranking - 19th January 2008
Day 14 - Google.co.uk Rank #6 - 21st January 2008
Google.co.uk Rank #3 - 6th February 2008
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