SEO for CMS Percussion with Guava

search engine optimisation An introduction to Search Engine Optimisation . . . and 5 things you can do. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 1

search engine optimisation Who are Guava ? Over ten years market leading search engine marketing experience Global capacity 218 staff (65 in UK) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 2

Accreditations search engine optimisation Guava are a Google Adwords Qualified Company Guava are Google Enterprise Partners Guava are Google Analytics Partners Guava are Omniture Partners Guava are members of: – Internet Advertising Bureau (IAB) (Search Council) – SEMPO (UK working group) – e-consultancy Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 3

search engine optimisation - What are search engines, why are they important? - What search engines do people use? - How do people use search engines? - What is search engine optimisation? - What is pay-per-click advertising? - 5 things you can do… Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 4

search engine optimisation What are search engines, why are they important? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 5

search engine optimisation The School of Information Management and Systems at the University of California-Berkeley calculates …Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytes is like half a million libraries as big as the Library of Congress print collections. Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books. http://www.sims.berkeley.edu/research/projects/how-much-info-2003 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 6

search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 7

search engine optimisation Yahoo! = 20 billion items in 2005 over 19.2 billion web documents 1.6 billion images over 50 million audio and video files Source: 2005 http://www.ysearchblog.com/archives/000172.html Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 8

search engine optimisation Google = 50,000,000,000 items? and growing and we all expect instantaneous results ☺ Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 9

search engine optimisation New website visitors which come from a search engine. (Forrester) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 10

search engine optimisation What search engines do people use? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 11

They did use all of these: search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 12

But now they mostly use: search engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 13

search engine optimisation Hitwise.co.uk Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 14

search engine optimisation “People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.” Larry Page, Google Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 15

Cue scary music & dim lights search engine optimisation Google's mission is to organize the world's information and make it universally accessible and useful. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 16

search engine optimisation How do people use search engines? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 17

Search experiences search engine optimisation Research/Info (Google, Yahoo, MSN Live) Commercial (Ebay, Amazon, Rightmove) News (Google News, Technorati, Digg) Entertainment (YouTube, IMDB, Pirate Bay) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 18

search engine optimisation What is search engine optimisation? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 25

search engine optimisation “Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.” en.wikipedia.org/wiki/SEO Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 26

search engine optimisation Search engine optimisation is not considered bad by Google… …but some search engine optimisation techniques are. http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 27

search engine optimisation What is pay-per-click advertising? Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 28

search engine optimisation Pay per click (PPC) is an advertising model…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website. http://en.wikipedia.org/wiki/Pay_per_click Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 29

search engine optimisation Pay per click advertising is how Google makes its money It pays for the services provided by Google for free that we may sometimes take for granted Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 30

search engine optimisation Pay Per Click Adverts Organic Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 31

search engine do? What can you optimisation 1) Understand that search engine optimisation (SEO) is not a magic wand that can be easily waved after the website is launched. Consider SEO as a core part of your development process. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 32

search engine optimisation Most common mistakes URL’s • Unavailability/broken links • Complexity • Inconsistency Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 33

Unavailability optimisation search engine Can my pages get into a search engine? Getting into search engines ‘indexed’ • Form based navigation • Frames • Flash • JavaScript Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 34

searchbased navigation Form engine optimisation <form action="browse.php" method="get"> <input name="interest" type="text"> <select name="topic"> <option>option 1</option> <option>option 2</option> <option>option 3</option> </select> </form> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 35

Complexity search engine optimisation yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 36

search engine optimisation yourwebsite.com?var1=value1& var2=value2& var3=value3& var4=value4&var5=value5 Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 37

Inconsistency search engine optimisation www.domain.com/path1 www.domain.com/path2 301 redirects, canonical tag Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 38

search engine do? What can you optimisation 2) Make use of freely available tools to help you understand how search engines view your website Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 41

search engine optimisation www.google.com/webmasters Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 43

search engine do? What can you optimisation 3) Describe your content clearly, and at the same time align it with what internet users are searching for. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 44

search engine optimisation http://trends.google.com/trends Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 45

search engine optimisation Can my pages perform better in a search engine? • Title • Description • Content • Images Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 46

Title search engine optimisation <title> is the key display element of your 'listing‘ in news and web results. It is credited with a high-ranking importance; yet also it needs to be descriptive and eye catching to ensure the potential visitor clicks on your listing within the search engines. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 47

Title search engine optimisation <title>Lipsum Lorem Ipsum</title> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 48

Title search engine optimisation Google shows maximum 72 characters including spaces Titles should be descriptive and unique Currently, the Google News crawler only visits each article URL once. If you make updates to the article after Google has crawled it, it won't be reflected on Google news Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 49

Description search engine optimisation Depending on what someone had actually searched for, Google may use the description or select text from within the webpage itself to display in the snippet text. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 52

Headings search engine optimisation Headings – H1/H2 The main heading for each page should aim to include the target keyphrase(s), be clear and concise, and above all, useful to your readers. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 53

Images search engine optimisation Images An image is worth a thousand words but not in Google Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 54

Images search engine optimisation Some websites get a lot of traffic from Google Image Search. The alt tag can be applied to an image - its main purpose is for user accessibility. Inserting appropriate target phrases in alt tags and image file names also improves the overall keyword density and helps search engines understand what the image is about. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 55

search engine do? What can you optimisation 4) Encourage users to link to your content, and implement features that help gain links. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 56

search engine optimisation Measurement of links as a vote revolutionised search engine technology (PageRank) Influences good rankings on most search engines <a href="/page.htm">I love you</a> Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 57

searchfrom Internal and External Pages Links engine optimisation Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 58

search engine do? What can you optimisation Use social media to increase brand awareness, gain traffic and support your SEO. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 59

search engine optimisation Online retailers received more traffic from Social networks than webmail services in December 2008. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 61

search engine optimisation • Social Networking • Social Bookmarking • RSS • Micro Blogging • Forums • Usenet (1979) • Internet Relay Chat (IRC) (1988) • Bulletin Boards (1970s) Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 62

Social Networking search engine optimisation These sites are not so helpful for SEO and are more used for their immense traffic potential They are good for branding, communication, making connections and increasing a website's internet “footprint” Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 63

Social Bookmarking search engine optimisation Social Bookmarking Saving, sharing and sometimes voting on things you find interesting. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 64

Social Bookmarking search engine optimisation Make sure your content is getting bookmarked, your competitors is!!! Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 66

search engine do? What can you optimisation 5) Manage change. Consider processes and tools to provide an approach for managing increasingly important website updates and migrations. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 67

Website updates and migrations search engine optimisation • Site migration best practice (domains, hosting etc) • Auditing indexed and public pages • Planning redirects and redirection rules • Testing redirections have been set up correctly • Error handling • Preventing / mitigating against near total loss of organic search traffic Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 68

Summary search engine optimisation 1. Understand that search engine optimisation (SEO) is not a magic wand - build it into your processes. 2. Use freely available tools 3. Describe your content clearly - let your content market itself. 4. Encourage users to link to your content - it's a sign of relevance. 5. Manage change - consider the impact of website updates and migrations on where your traffic is coming from. Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 69

search engine optimisation www.guava.co.uk Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential 70

SEO for CMS Percussion with Guava

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