How to improve your Position in Google and Yahoo - Camchal Santiago, Aug. 07

How to improve your position in Google and Yahoo? Dirk Röttges Hess y Röttges Marketing Solutions Ltda. www.hyr-marketing.com Santiago de Chile, 09.08.2007

Agenda
Background Google, Yahoo & Co.
History
Market Shares
Factors that impact the position in Google
Keyword / Search Phrases Selection
HTML & Content
Backlinks or Inbound Links
Other factors
Facts on Chilean Websites
How to improve your Link Popularity
Evaluate your website!
Most important Factors that influence your position in the Search Engines

Background Google and Yahoo
Google
Founded in 1998
Since August 2004 listed at NASDAQ
Market Value in 2007: 130 Billion US $
130 Million Search request per day in the US alone
Approx. 30 % of the searches are local
Yahoo
Founded in 1994
Since 1996 listed at NASDAQ
Market Value in 2007: approx. 35 Billion US $
12.000 Employees and more than 500 million unique visitors
Approx. 50 Million Search request per day (US)
Google the Global Market Leader in Search Engines today has a higher market value than Bayer, BASF and BMW together

Background Google and Yahoo Google has the biggest market share in the European and US Market Usage Share June 07, Germany Usage Share Mai 07, USA
Google and Yahoo are the Market Leaders in Europe and the US
Other Search Engines:
www.msn.com
www.ask.com
www.aol.com
In Chile:
www.buscapique.com
www.huifa.cl (using Google‘s Search Engine)
www.todocl.cl

Ranking Factors
1. Keyword / Search Phrases Selection
Which phrases are potential customers using when they look for your type of service or products?
Use the language of the customers not your business jargon
Free Keyword tools can help define:
https://adwords.google.com
http://freekeywords.wordtracker.com
Number of Words used in the search (worldwide):
Two word phrases 28.38 percent
Three word phrases 27.15 percent
Four word phrases 16.42 percent
One word phrase 13.48 percent
Five word phrases 8.03 percent
Source: RankStat.com
Make sure you understand how your customers search you!

Ranking Factors
2. HTML & Content
Title Tags
Description
Written Text (Content!!!)
Static / dynamic URLs
Headings
Keywords
Use of Flash
Link Tags (internal )
Clean HTML, relevant Content and no Content hidden in Flash!

Ranking Factors
3. Backlinks or Inbound Links
Link from an external Website to your Website
Ideally coming from a website that:
Has a similar content as your website
Also has a lot of high quality Backlinks
Has a good Google Position for the respective Search Phrase
Link should have the keywords used in Achor Text (Link Title)
Beware of Link Spamming
The more relevant high quality links you have the better your Link Popularity! - Editorial Task -

Ranking Factors
4. Other Factors
Internal Linkage – Links within your website
Age of the page – Up to date?
Outbound Links – Links to relevant websites
Server Availability
Don’t cheat! Don’t try to manipulate with invisible text, keyword stuffing, cloaking or doorway pages – Google will detect those manipulations and kick you out of the index!
Important: Websites have to be designed for Human Beings not for Search Engines!

Facts on Chilean Websites
Based on a study from www.ciw.cl - 2006
170.000 Websites with 7 million pages
49,5% of the websites are completely isolated (no Backlinks)
21% of the sites are hard to find as they use technology not readable for search engines: Flash, Java Script
25% were created or updated in the last 12 month
Highest number of Backlinks: sii.cl, uchile.cl, mineduc.cl, meteochile.cl
5% of Links have link errors
Lots of websites are in isolation – Google can’t find or read them!

How to improve your Link Popularity
Increase your Link Popularity
Up-to-Date Listing in Portals (Paginas Amarillas, City Guides, etc.)
Listing in Industry Specific Portals
Press Releases on Press Portals
Backlink from your Suppliers, Cooperation Partners, Dealers, Communities, etc.
Listing in ODP (Open Directory Project): dmoz.org
Publish a Business Blog or Forum and discuss with your Customers online
Make sure you include the Search Phrases in the Link Title

Summary
Define your Keywords and Search Phrases from the User point of view
Keywords and Search Phrases need to occur in:
The text of your website
Titles and other Meta Tags of the html pages
On the websites that link to your website
Don’t hide your content in a Flash Film
Design the website for the Users not for the Search Engines
Manage Link Partnerships actively and look for creative ways to get more relevant Backlinks
Content is King!!!

Evaluate your website
Define your Search Phrases
Check your Google Position
Check your html Code and Content:
Keywords in the Title?
Keywords in the Description?
Keywords in the Headings?
Keywords in the Text?
Check the quantity and quality of your Backlinks: Enter “Link: www.yourdomain.cl ” in Google
Practice!!!

Resources
Dowenload of this Presentation:
http://www.camchal.com/esp/hyr.pdf
Google Webmaster Tools:
http:// www.google.com /webmasters/
Google Guidelines:
https://www.google.com/support/webmasters/bin/answer.py?answer=35769
http:// www.google.com/support/webmasters/bin/answer.py?answer =40349&ctx=related
Keyword Tools:
https://adwords.google.com
http:// freekeywords.wordtracker.com
Ranking Factors Study:
http:// www.seomoz.org /article/search-ranking-factors
Facts on Chilean Websites:
http://www.ciw.cl/material/web_chilena_2006/index.html
Contact:
http://www.hyr-marketing.com

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How to improve your Position in Google and Yahoo - Camchal Santiago, Aug. 07

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