Harlequin Training

Introduction

• The difference between spiders and directories
• The difference between SEO and PPC
• Who’s who - identifying key search engines

How Search Works

• Boolean logic and advanced search techniques
• How are you doing now?
• How do spiders see your pages
• How spiders index pages
• Factors affecting search results

Spider Killers

• Server administration issues
• Working with scripts
• Working with frames and tables
• Avoid spider spamming and keyword stuffing
• Doorway/gateway pages

Constructing Engine Friendly Pages

• Structured mark up
• Instructions for robots
• Optimising metadata
• Optimising title syntax
• Identifying suitable landing pages
• Using structural tags
• Building reciprocal links

Key Word Research

• 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 Organisation

• Setting and attaining objectives
• Planning a strategy
• When and what to register
• Deciding on a schedule for updates
• Performing spot checks
• Monitoring your web stats - checking web logs for evidence of crawlers
• Maintaining your position
• Using SEO software

Questions and answers