This video is designed for website owners who do not know very much about SEO.

SEO (search engine optimisation) is the science that aims to attract new visitors and potential clients to your website and increase your business.

A typical search engine results page for Google is demonstrated. Keywords are words or phrases that are entered into the search box by searchers. Google shows us the competition for this keyword. For the keyword "SEO" there are 180 million-pages.

To the left are the natural results or organic search results. These are free. On the right we have advertisements which Google calls "Adwords". You pay every time a searcher clicks on your advertisements, and this can be expensive.

The above data and the accompanying graph shows the importance of being on the top page for the search engine results. The webpage in number one position attracts more than 40%, but the webpage in position number 11, attracts less than 1%.

SEO is the science of making the most out of your website. Its objective is to increase the number of visitors, number of clients, and therefore increase business. Search engine optimisation comprises on-page optimisation and off-page optimisation. on-page optimisation refers to page content including text, pictures and the underlying coding. off-page optimisation relates to acquiring backlinks. Search engine optimisers are agreed that on-page factors account for less than 20% of the Google algorithm, the scoring system Google uses to determine positioning on search engine results pages. off-page factors account for 80%. Backlinks are crucial. A backlink is any link on one page that links to another.

It is important to understand that not all backlinks are equal in their value in search engine optimisation. Some backlinks are more equal than others. We will discuss this in more detail in video 15.

Keyword difficulty is an important concept in search engine optimisation. Some keywords are more difficult to achieve top positioning than others. For example solicitors, we will show to be a difficult, 'solicitors London', not as difficult but not that easy.

How do you measure competition strength. In sport, you will understand that it is not the number of competitors but the strength of the top competitors that matters. If you are in a tennis competition and you are up against Roger Federer, then clearly your chances of success would be very slim.

The answer turns out to be something called PageRank, and I would like to explain a little about PageRank to you. If you do not already have it, you will need to download the Google Toolbar. Its available for Internet Explorer and Firefox. You will see an icon appearing as a green bar, and if you hover your cursor over this indicator. You will see PageRank is Google's view of the importance of this page, followed by a score over 10. The higher the score, the more important the page.

It turns out that PageRank is the best indicator available to us for Google's evaluation of the backlinks to a web page or a website. You can determine the number of links to a web page by typing in link: and then the domain name and if its an internal page the full URL.

I use AllTheWeb and you can see for this website there are currently over 6000 backlinks. This research was published in June 2010. I looked at 500 HomePages in the top positions on Google.
 

Here we have the PageRank 1 to 5 and the average Backley and see that for PageRank to the averages 166 PageRank 4 its 2500 and PageRank 5 the average is 70,000.

I have charted the results on a logarithmic scale, and you can see how the averages rise, and also there is a very large range for each PageRank.

Keyword SEO Pro will analyse a list of keywords and determine the PageRank of the top 10 pages for each keyword, and also the HomePage PageRanks. You enter the keywords and then there is a choice of country.

Here I have used Google.co.uk. It will always be English for that country, and I've chosen the web rather than pages from the UK, and then we click 'Go'.

Here we have Keyword SEO Pro output for these keywords. On the rights are the PageRanks of the top 10 pages for each keyword and, on the left,  the PageRanks of the corresponding HomePages. The pink cells indicate that this is in fact, a HomePage and HomePages receive a boost.

Keyword SEO Pro is demonstrating that it is the HomePage PageRanks that Google is looking at when it considers the importance of the page. This is rather than the PageRank of the individual page itself.
The cells in green indicate that the boost has been added. The theory behind this boost is disgussed in video twelve of this series. You can see that for the keyword 'solicitor', the lowest score for the HomePage PageRank is 5 and the average  6.1.

The HomePage PageRank average is lower for some of these keywords, and indeed there is an individual HomePage PageRanks of 0 and one here of 2. This indicates how Keyword SEO Pro highlights keywords that have relatively low competition strength, and therefore would be relatively easy to compete for top 10 positioning on the Google search engine results pages.

I would also like to introduce you to the concept of a niche keyword. These are keywords that you can target because they are in range from your website, and they can bring new visitors and clients and increase your business.

Is SEO easy? Not really. It would be like golf and trying to take on a par five. Not even Tiger Woods could do it in one. It is often uphill, there is a lot of competition and there are bunkers that stand in your way. Keyword SEO Pro shows you those keywords, currenlty in range for your website and also the PageRank that would be needed to bring more desirable keywords into range.

We are currently offering a complimentary SEO analysis and report for one of your websites. You can find the link on my website.

Our objective is to assist you to increase your visitor numbers and business. Whether you choose to do this by using our program Keyword SEO Pro yourself or commission us to do your SEO work for you.