SEO basics - a guide to SEO for everyone

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Getting your SEO basics right is essential for getting results in Google and other search engines. Myths and misconceptions are debunked in this easy-to-understand presentation by Jens Peter Nielsen

Getting your SEO basics right is essential for getting results in Google and other search engines. Myths and misconceptions are debunked in this easy-to-understand presentation by Jens Peter Nielsen

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  • 1. SEO – Search Engine Optimization Getting the basics right Keywords Traffic or rankings Linkbuilding Tools of the trade www.net-clue.com - info@netclue.dk
  • 2. Jens Peter Nielsen First SEO job in 1998 Marketing background – code? Couldnt write a line of it for my life  Founded Netclue Online Marketing in early 2012 Assists all kinds of website owners with SEO and PPC The ”bragging” list: www.net-clue.com - info@netclue.dk
  • 3. SEO – Search Engine Optimization SEO Definition: www.net-clue.com - info@netclue.dk
  • 4. SEO – Search Engine Optimization All SEO is keyword driven But…..If you forget about the basics, all your SEO-efforts will fail! www.net-clue.com - info@netclue.dk
  • 5. SEO – Search Engine Optimization Getting the basics right:Choosing the right platformDomain – are you global or local?URLs – Help GoogleNavigation – Most wanted action + structureThe title-tagThe Meta Description tagHeadingsKeywordsTraffic vs. rankingsLinkbuilding www.net-clue.com - info@netclue.dk
  • 6. SEO – Search Engine OptimizationChoosing the right webplatform – test for “SEO-friendlyness” www.net-clue.com - info@netclue.dk
  • 7. SEO – Search Engine Optimization Domain – are you global or local?What kind of domain?gTLD (generic Top Level Domain -.com, .net, .org, .edu, .gov)ccTLD (country code Top Level Domain - .dk) www.net-clue.com - info@netclue.dk
  • 8. SEO – Search Engine OptimizationDomain – are you global or local?Guess what? Google is going local www.net-clue.com - info@netclue.dk
  • 9. SEO – Search Engine Optimization URLs – Help Google Looking for “adidas” – pop quiz: which of the following is better? http://www.zappos.com/adidas orhttp://www.soccer.com/Navigation.process?Ne=646&N=4294 959043 www.net-clue.com - info@netclue.dk
  • 10. SEO – Search Engine OptimizationNavigation – Most wanted action + structure www.net-clue.com - info@netclue.dk
  • 11. SEO – Search Engine OptimizationNavigation – Most wanted action + structure www.net-clue.com - info@netclue.dk
  • 12. SEO – Search Engine Optimization Keep navigation and menus simple – itworks! (no. 1 and 2 in Google.com when searching for “shoes”) www.net-clue.com - info@netclue.dk
  • 13. SEO – Search Engine OptimizationNavigation – Most wanted action + structure Keep it simple – it works! www.net-clue.com - info@netclue.dk
  • 14. SEO – Search Engine Optimization <title>The title-tag</title> Google gives you 65 characters of freeadvertising space – do you make the most of it? www.net-clue.com - info@netclue.dk
  • 15. SEO – Search Engine Optimization The title-tag – spam doesn’t work<title> </title> www.net-clue.com - info@netclue.dk
  • 16. SEO – Search Engine OptimizationThe title-tag – keep it simple – avoid “stop words” if the competition is tough! www.net-clue.com - info@netclue.dk
  • 17. SEO – Search Engine OptimizationThe Meta Description tag – how about 150 characters more from Google? It’s free! www.net-clue.com - info@netclue.dk
  • 18. SEO – Search Engine Optimization <H1>Headings</H1> www.net-clue.com - info@netclue.dk
  • 19. SEO – Search Engine Optimization <H1>Headings</H1> www.net-clue.com - info@netclue.dk
  • 20. SEO – Search Engine Optimization Keywords www.net-clue.com - info@netclue.dk
  • 21. SEO – Search Engine Optimization Keywords Misconceptions about keywords: “We know what our clients search for”“Our new product xclabytl is a good keyword – it’s patented and trademark protected”“If we are not ranked no. 1 in Google on this keyword, it’s not worth the trouble” www.net-clue.com - info@netclue.dk
  • 22. SEO – Search Engine Optimization Keywords Myths about keyword-implementation:“Keyword density is all that matters” “Using keywords in domains will be penalized by Google”“The meta-keyword tag is a good place for your most important keywords” www.net-clue.com - info@netclue.dk
  • 23. SEO – Search Engine Optimization KeywordsIt pays off to watch out for the trends www.net-clue.com - info@netclue.dk
  • 24. SEO – Search Engine OptimizationKeywords - usage gets more and more precise – more than 70 % of Google’s users, use 2 or more keywords when searching 2 words 33% Words in search engines 3 words 27% 1 words 15% 4 words 14% 5 words 6% 3% 2% 6 words 3% 7 words 1% 6% 33% 14% 15% 27% OneStat Oct. 2012 www.net-clue.com - info@netclue.dk
  • 25. SEO – Search Engine OptimizationKeywords – users want to feel they are in control Research – generic keyword use 60-80 % Selection – use of brand or name of product in search 10-15 % Conversion – exact desire in keyword use 6-8% www.net-clue.com - info@netclue.dk
  • 26. SEO – Search Engine Optimization Keywords – Knowing user-intentions is better than guessing…. Keyword Purpose of search (Source: Microsoft Ad Intelligence) Google SEO Research SEO services SelectionSEO company Colorado Purchase www.net-clue.com - info@netclue.dk
  • 27. SEO – Search Engine Optimization Keywords – know where to ”attack” Short tail: many searches – high competition – low conversion Medium-tail: Medium no. of searches – medium to low competition – medium to high conversionVolume Long-tail: Low volume pr. unique phrase – low competition – high conversion www.net-clue.com - info@netclue.dk
  • 28. SEO – Search Engine Optimization Traffic or rankings www.net-clue.com - info@netclue.dk
  • 29. SEO – Search Engine Optimization Traffic or rankings www.net-clue.com - info@netclue.dk
  • 30. SEO-Search Engine Optimization Linkbuilding – always make content people wants to link to! Fixing dead links – internal as well as Press-sites externalSocial bookmarking Digg.com Flickr.com Free apps linking Social back to your site Networks (Link-bait) www.net-clue.com - info@netclue.dk
  • 31. SEO – Search Engine Optimization A few free tools and inspirational sites for you http://www.fasttrackseo.net http://www.webposition.com http://www.keywordspy.com http://siteexplorer.search.yahoo.com http://www.google.com/trends http://www.google.com/insights/search/# http://trends.google.com/websites?q=wikipedia.org https://adwords.google.com/select/KeywordToolExternal http://www.iwebtool.com/tools/ http://www.seo-browser.com http://www.google.com/analytics http://www.seomoz.org http://www.google.com/alerts?hl=en https://www.google.com/webmasters/tools/home?hl=en http://www.mattcutts.com/blog/type/googleseo/……that should keep you busy for a while www.net-clue.com - info@netclue.dk
  • 32. SEO – Search Engine Optimization http://twitter.com/netclueonline jpn@netclue.dk www.net-clue.com www.fasttrackseo.net http://www.linkedin.com/in/seoexpertdk Questions? Feel free to mail or tweet www.net-clue.com - info@netclue.dk