Greek SEO training for Project Hermes

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Project Hermes is a volunteering program which aims to teach Greek SEO to Greek web administrators. This presentation displays the main basics of onsite SEO (Search Engine Optimization).

Project Hermes is a volunteering program which aims to teach Greek SEO to Greek web administrators. This presentation displays the main basics of onsite SEO (Search Engine Optimization).

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  • 1. Lenia EvangelinouOnsite SEO Training Course forProject Hermesby Lenia EvangelinouFounder of Web Marketing GreeceWebsite: http://webmarketing-greece.comBlog: http://webmarketing-greece.com/blog/LinkedIn profileTweet me @ Lenia_Ev1
  • 2. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources2Lenia Evangelinou
  • 3. What is Seo SEO (Search Engine Optimization): “It is the process ofaffecting the visibility – ranking of a website or a web page ina search engine’s search results” Goal : “making your website easy for both users and SearchEngine Robots to understand” Most common Search Engines :GoogleYahooBing3Lenia Evangelinou
  • 4. What is Seo4Organic SearchEngine’sResultsGoogleAdwordsLenia Evangelinou
  • 5. Ορισμοι – στοιχεία (http://www.mvfglobal.com/greece )Key numbers for Greece SE Market Share (www.mvfglobal.com/greece) Google 97.58% Bing 1.5% Yahoo 0.66% Ask Jeeves 0.19%, AVG Search 0.05% Social Media in Greece Facebook Users: 3,294,180 Facebook Penetration: 30.64% Average CPC on Facebook:$0.31 Worldwide share of TwitterUsers: 0% 10 Most Popular Sites inGreece1. Facebook.com2. Google.gr3. Google.com4. Youtube.com5. Blogspot.com6. Yahoo.com7. Live.com8. Wikipedia.org9. Sport-fm.gr10. Twitter.com5Lenia Evangelinou
  • 6. Why SEO is important Internet users click more on the Organic search engine results than theAds (85% of all end users clicks, as opposed to only 15% for sponsoredads) Make your website work for your business (ROI) The majority of Internet visitors are visiting the results of the 1rst page1rst position: 42% of visitors2ndposition: 12%3rdposition: 8%4rth position: 6% The higher the ranking of a website in the Search Engine’s results themore visitors it will receive. Free traffic : You reduce the cost of advertising programs such as GoogleAdwords (long term investement) Many visitors => New leads, new customers and markets More targeted and qualified visitors for your business6Lenia Evangelinou
  • 7. How Search Engines work and rank thewebsites (http://www.trafficgenerationcafe.com/how-google-works-relevance/) Search Engine (SE) functionnality1. Crawling the Web: The SE uses some programs known asspiders/crawlers/googlebots to discover new web pages in the Internet2. Creating an Index: The SE creates an Index. The process lists every page that containsa certain word3. Ranking the documents based on relevancy according to a specific keyword research Ranking1. The SE analyses the content of the indexed web pages2. Web pages are ranked based on their content and other factors• relevancy with a specific research and• Authority (reputable pages) About the ranking criteria of SE1. Google uses programs and formulas to deliver the best results possible2. For instance, google uses more than 200 factors to define the ranking of a specificweb page3. The SE algorithms and ranking factors are updated permanently7Lenia Evangelinou
  • 8. Focus on « How Google works »http://www.google.com/insidesearch/howsearchworks/thestory/1. Googlebot is crawling the web and discover new web pages2. Googlebot is indexing the web pages (The Index) 30 trillion individual indexed pages and it is constrantly growing1. Google algorithms are looking for clues to better understandwhat you mean every time you research something2. Google finds the most relevant documents from The Indexand ranks the results based on the The relevancy  On page optimization determines the relevancy The authority  The reputation of the website / web pagesdetermines the authority8Lenia Evangelinou
  • 9. An example…1. “ballroom dancing“2. Google is crawling the web3. Google is creating an index4. This process lists every web page that contains a certain word5. For instance, the word “ballroom” might appear in web pages 5, 11, 54,71, and 97, and the word “dancing” might appear in web pages 11, 23,54, 68, and 716. Google is finding all the web pages that are containing your query: In theexample of documents containing words “ballroom” and “dancing”above, you’ll see that BOTH words appear only in web pages 11, 54, and717. Google is ranking the web pages based on the1. Many factors2. Relevancy3. Authority9Lenia Evangelinou
  • 10. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources10Lenia Evangelinou
  • 11. Ορισμοι – στοιχεία (http://www.mvfglobal.com/greece )Types of SEO On page OptimizationRefers to how well yourwebsite’s content ispresented to SE : text,photos, videos, navigation,structureDetermines relevanceIt can often be improvedimmediately Offsite OptimizationRefers to your site’sauthority  What otherwebsites say about yoursiteIt can take time toimprove11Lenia Evangelinou
  • 12. Important factors for On page SEO: Title Tag (1/5) Title Tag : <title></title> An HTML tag One of the most important on page factors It is the title of a page that is presented in the search results It is the title displayed at the top of your browser window when viewing aweb page12Lenia Evangelinou
  • 13. Important factors for On page SEO: Meta Tags(2/5) Meta description tag An HTML tag It does not directly influence search engine rankings It attracts a searcher’s attention and indicates if a search result is relevantto what the searcher is looking for It is a summary of the content of a particular web page13Meta keyword tag An HTML tag It had value at one time, but is no longer valuable or important to searchengine optimization Despite that, you can always fill this tagLenia Evangelinou
  • 14. Important factors for On page SEO: Headings (3/5) Headings : <h1>, <h2>, <h3> HTML Tags The headings displayed in the content of a web page to better structure the text14H1H2H3Lenia Evangelinou
  • 15. Important factors for On page SEO: Images alt tag (4/5) Image alt attributeIt is an HTML tagSE do not read imagesAlt attribute helps SE replace the image with some associatedtext<img src="moon.gif" alt="Picture of the Moon"title="Picture of the Moon" />15Lenia Evangelinou
  • 16. Important factors for On page SEO: URL structure (5/5) URL is the web address of a particular web page URL structure is one of the more difficult aspects of on-page websiteoptimization It has great value from a search perspective URLs are displayed in the search results URLs appear in the web browser address bar16Lenia Evangelinou
  • 17. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources17Lenia Evangelinou
  • 18. On Page Optimization18Creates a KeywordstrategyApply your keywordson pagesOther actions to do foroptimization1 2 3Research andanalyze the bestkeywords thatworks for yourbusinessOptimize yourwebsite withyour keywordsWhat else youneed to optimizeon the pages ofyour websiteLenia Evangelinou
  • 19. Definition of a keyword or Keyword phrase«  A keyword is a word or phrase that a person uses to gather information on a topic online by doing a research with the use of a Search Engine» A keyword can be just one word or a whole phrase191Lenia Evangelinou
  • 20. The importance of a keyword strategy You need to find the best keywords which are relevant toyour business and people use them to find you online If your website is optimized for those keywords you will getmore targeted visitors to you website The more targeted the visitors you get in you website theeasier it is that these visitors will become your customers« You need to be sure that you get the rightvisitors to your website »201Lenia Evangelinou
  • 21. How to do a keyword research (1/3) Google keyword Analysis Tool:https://adwords.google.com/o/KeywordTool Relevance : Your keywords need to be relevant to your business(products or services) and your website content. Find all the keywords related to your website Traffic: Internet users must actually search these specific keywords. Which keywords people is searching for ? Avoid searching keywords that do not bring traffic Competition : You need to check out how many other websites (amount)use your specific keywords and what is the authority of these websites(strength).Don’t target keywords that you cannot competingSearch your keyword phrase on Google with quotes and without quotes /hidemyass.com to search anonymously Commerciality : The keywords need to have an interest for sales andmarketing Find which keywords value more (cost per click) If the CPC is high but the nb of montly researches low => NOK211Lenia Evangelinou
  • 22. How to do a keyword research (2/3)221Lenia Evangelinou
  • 23. How to do a keyword research (3/3)231Lenia Evangelinou
  • 24. How to apply keywords on page Title Tags Meta Description Tag Headings Image Alt Tags Website’s URLs Website’s content Meta Keywords Tag242Lenia Evangelinou
  • 25. Lenia EvangelinouHow toapply keywords onpage Create unique, accurate and briefpage titles Include keywords A phrase with less than 60characters long Make it different for each web pageof your web site Place keywords as close to thebeginning of the title as possible Make it readable for the visitors Make it related to the content of theweb pageTitle Tag252
  • 26. Lenia EvangelinouHow toapply keywords onpage One or two phrases that summarizesthe content of the web page Include keywords No more that 160 characters long Make it different (unique) for eachweb page of your web site Make it related to the content of theweb page Avoid stuffing the description withkeywordsMeta DescriptionTag262
  • 27. Lenia EvangelinouHow toapply keywords onpage Use heading tags to style your webpage content and emphasizeimportant text Use H1 once Include keywords to your headingswhenever possible H1 is more important than H3, H4,H5 Avoid excessively using heading tagsHeadings272
  • 28. Lenia EvangelinouHow to apply keywords on pageImage Alt Tags Optimize both the filenamesand the Alt Tags of yourimages Use brief but descriptivefilenames and Alt Tags for youimages Include keywords wheneverpossible Avoid writing excessively longfilenames and Alt Tags Avoid stuffing the Alt Tagswith keywords Don’t use images excessivelyWebsite’s URLs Create friendly URLs Include relevant words whichprovide information about theweb page Include keywords and seperatethem with dashes Create static URLs, not dynamic :http://www.somesites.com/forums/thread.php?threadid=12345&sort=date Avoid using excessive keywords Avoid using lengthy URLs282
  • 29. Lenia EvangelinouHow to apply keywords on pageWebsite’s content Include keywords in yourwebsite content Use blod/italic to undelineyour most important keywordphrases Avoid the excessive use ofkeywords in your contentMeta keywords Tag Seperate keywords with comma Use up to 10 – 12 keywords parweb page Avoid using the same keywordsin all the web Avoid keywords which are notrelevant with the web pagecontent292
  • 30. What else you need to do Write better anchor text and create internal links (pointing toother pages on your site) using the anchor texts Anchor text is a word or phrase with a hypertext on it (clickable) The better your anchor text is, the easier it is for users to navigate and forGoogle to understand what the page youre linking to is about Create XML sitemap and submit it to Google Webmaster Tool XML sitemap is an XML file which contains all the URLs of a website andfacilitates the SE crawling and indexing WordPress: XML site map with the use of a plugin HTML Pages: Ask you web developper! Create HTML map for your visitors HTML sitemap is a table of contents of all the web pages of a website (ex.http://webmarketing-greece.com/blog/arxeio-arthro/)Create a friendly 404 Page with redirection on your maindomain303Lenia Evangelinou
  • 31. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources31Lenia Evangelinou
  • 32. Google updates and how they can affect you Panda update released inFebruary 2011 More than 17 changes It focuses on quality ofcontent : the uniqueness ofcontent1. 60% of your content mustme unique No duplicate content!1. Accesibility of content Have more of yourcontent (no ads) be abovein the web page Penguin update released inApril 2012Massive optimizationupdateIt focuses on1. keyword stuffing and2. link spamming Putting keywordsrepeatidly into achor textsyour website will getpenalized for that32« Google updates its algorithms consistently»Lenia Evangelinou
  • 33. The importance of updating your content (1/2) « Build it and Forget it » does not work anymore You should consistently update your website content1. SE visits your website (crawls and indexes) every time you publishnew content Fresh content  Value  Better ranking2. You give reasons to your visitors to come backUpdating content  Progress  New prospects  Newcustomers3. Analyze your data, make changes, and track the affect the change hadon performance33The new web is all about content, fresh content !Content is King!Lenia Evangelinou
  • 34. The importance of updating your content (2/2)A blog is a type of website that is usually arranged in chronological orderfrom the most recent ‘post’ (or entry) at the top of the main page to theolder entries towards the bottom Integrate a business blog to your website A very good marketing investement The best way to create and publish new content to yourwebsite Very good for SEO purposes Perfect way to show your expertise, attract new prospectsand increase your customers Most common blog platformsWordpressBlogger34Build a business blog!Lenia Evangelinou
  • 35. Optimize using different platforms HTML sitesManually update your html filesDownload the html files of the web pagesAfter keyword research, apply keywords on pages Content Management System sites (WordPress, Joomla,…)Upload and install the necessary plugin (All in One SEOplugin, Yoast SEO plugin)After keyword research, apply keywords on pages using theplugins35Lenia Evangelinou
  • 36. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources36Lenia Evangelinou
  • 37. Which are the Vital Metrics of your website Bounce Rate: the percentage of visitors who enter the siteand "bounce" (leave the site) rather than continue viewingother pages within the same siteLess that 60% Time on site: the amount of time (in minutes or seconds)visitors have spent on your website2 minutes or more Pages per visit: a metric that displays the average number ofpages viewed per visit to your siteAt least 2 pages a day37Google Analytics Tool gives specific informationabout the above metrics on your websiteLenia Evangelinou
  • 38. Tactics to improve the Vital Metrics of yourwebsite (1/2)1. Increase the amount of internal linking (ex.:http://thehorseridingsite.com/)2. Increase the font size to size 143. Add at least 10 Facebook Likes to every page to provides “social proof”:Slick Social Share Buttons plugin4. Add an author name and photo to your website to increase trust5. Add a section showing “Top Rated Articles” : WP Category Post Widgetplugin6. Add recent comments, reviews or testimonials to show popularity7. Add a contact phone number (for e-commerce sites)8. Add a contact email address to all pages9. Push content up the page & Ads further down the web page to grabvisitors attention10. Make your content appear to be recently updated: Extra Shortcodesplugin11. Make your website better looking (professional and attractive)38Lenia Evangelinou
  • 39. Tactics to improve the Vital Metrics of yourwebsite (2/2)1. Strategically place images on the fold of a page (the bottom of the pagein a default browser), to make people scroll down to see what they aremissing2. Use a gravatar image for comment replies to increase trust3. Use Mid-Article Menus such as “Recent Visitors Also Visit These Pages”to make visitors stay longer in your site4. Personalize messages for return visitors: What Would Seth Godin Doplugin5. Write captivating page titles to grab visitors attention and incease pageviews6. Use good thumbnail images to increase the number of pages yourvisitors visit7. Use trust certificates and SSL certificates to increase trust (especially fore-commerce sites)8. Use pagination (breaking one page of content, into multiple pages) toincrease the number of pages that visitors visit, and also reduce bouncerate: WP Paginate plugin39Lenia Evangelinou
  • 40. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of your website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources40Lenia Evangelinou
  • 41. What you should monitor and why Keywords traffic Keywords ranking Number of visitors Time they stay on your site What they mostly read Which pages they mostly visit …« It is crucial to monitor in order to know if your SEO effortswork or not and adjust your strategy accordingly! »41Lenia Evangelinou
  • 42. Lenia EvangelinouMonitoring traffic and rankingsGoogle Analytics It is a free service that providesstatistic data about the traffic ofa website Real time activity: Measure activityas it happens Demografic data about the visitors Detailed info about the trafficsources (organic, ads, referral, direct,search…) Data related to SEO factors(keywords, landing pages, …) Visualization of the path the visitorstake through your site Customized reporting It is absolutely necessary to havea GA account!Traffic Travis It is a Free SEO management tool Perform a full SEO health check Uncover technical mistakes Monitor your competitors Check out your keyword rankings You can test it, it is FREE!42
  • 43. Google Analytics Overview43Lenia Evangelinou
  • 44. Google Analytics Overview44Lenia Evangelinou
  • 45. Google Analytics Overview45Lenia Evangelinou
  • 46. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of you website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources46Lenia Evangelinou
  • 47. Lenia EvangelinouOther tools you needGoogle Webmaster Tool It is a free service that helpswebmasters monitor importantSEO factors of their website XML sitemap submission Monitor crawling and indexing ofyour web pages Discover broken links Discover Keywords bringing traffic toyour website Discover duplicate content and othererrors within your websiteFTP Access - Filezilla It is a Free tool you can install in yourPC and helps you connect to thehosting server of your web site Download the main html files andoptimize the necessary SEO factors(Titles, Meta description, Headings,Alt Tags etc) If you don’t have a technicalbackground, your websitedevelopper can do that for you!47
  • 48. Google Webmaster Tool Overview48Lenia Evangelinou
  • 49. Filezilla Overview49Files in the hosting serverLocal filesLenia Evangelinou
  • 50. Agenda Introduction How to optimize a websiteDefinitionsThe basics of onpage optimizationOther things you need to know The Vital Metrics of you website for SEO purposes ToolsMonitoring traffic and rankingsOther Tools you need Resources50Lenia Evangelinou
  • 51. More Tools and resources Must read news about search marketing and search engines :http://searchengineland.com/ SEO Moz - Search Engine Marketing tactics and strategies :http://www.seomoz.org/ SEOBOOK - SEO Training made easy : http://www.seobook.com/ A guide to search engine marketing and search engine optimization :http://searchenginewatch.com/ Hubspot blog: http://blog.hubspot.com/ Service for detecting plagiarism and duplicate content on the web:http://www.copyscape.com/ Backlink checker and site explorer - Majestic SEO : http://www.majesticseo.com/ Site Explorer and backlink checker: www.ahrefs.com Backlink checker: www.backlinkwatch.com Find out bad links to our site and then we can work on deleting all the bad links:http://www.linkdetox.com51Lenia Evangelinou