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SEO - How does it work, Why is it important, and why do we have to do it?
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SEO - How does it work, Why is it important, and why do we have to do it?


Main Objectives of the SEO Presentation: …

Main Objectives of the SEO Presentation:
- To understand what Search Engine Optimisation (SEO) is
- To understand how Google works and how it is evolving
- To define search ranking factors
- The importance of understanding search and how it affects today’s business decisions and strategies

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  • 1. SEO How does it work,Why is it important, andWhy do we have to do it?
  • 2. Objectives• To understand what Search Engine Optimisation (SEO) is• To understand how Google works and how it is evolving• To define search ranking factors• The importance of understanding search and how it affects today’s business decisions and strategies 2
  • 3. Why SEO?• Internet growth (a trusted research and lead generation channel)• SEO as part of the Digital Marketing Strategy: e-mail, Social Media, website development, conversion optimisation• Inbound Marketing – Non-branded keywords: new customers – Branded keywords: secure sale/reputation/brand strength• New business acquisition (70% new business)• Supports other channels as a potential path prior to purchasing (e.g. e-mail – brochure – Search – website – purchase) 3
  • 4. Why Google? 4
  • 5. Why Google?Google: 34,000 searches per second (2 million per minute; 121million per hour; 3 billion per day; 88 billion per month, figuresrounded)Yahoo: 3,200 searches per second (194,000 per minute; 12million per hour; 280 million per day; 8.4 billion per month, figuresrounded)Bing: 927 searches per second (56,000 per minute; 3 million perhour; 80 million per day; 2.4 billion per month, figures rounded) Source: 5
  • 6. How does Google work? Crawl the webcomprehensively and deeply Rank and Serve those pages and return the most relevant ones firstIndex pages 6
  • 7. Googlebots Crawl the web comprehensively and deeply The Google Dance Crawling the web used to take 30 daysAnd then Google would index for a week. Page rank as the primary determinant. The more page rank you have- that is, the Another week to push that data out. more people who link to you and the more reputable those people are- the more likely it In the past Google would stay is were going to discover your page relativelywithout crawling the web for 3 to 4 early in the crawl. months In 2003, Google switched to crawling a fairly significant chunk of the web every day. No longer waiting the crawling to finish to start indexing Freshness Segment the web Find updates quickly Main Index Supplemental Index Google is getting faster: updates are found 7 very quickly
  • 8. Index pages Indexing is basically taking things in word order. Keyword Inverted Index Equity Trading Conference 1 7 7 45 12 45 Documents or 67 67 67Keyword placement and proximity Pages 350 854 453 5,605 5,605 5,605 10,000 10,000 22,500 The whole process of doing the index is reversing, so that instead of having the documents in word order, you have the words, and they have it in document order What documents will match “Equity Trading Conference”? Equity Trading Conference Equity Trading Equity Conference Trading Conference Google finds the documents that they believe have those words, either on the page or maybe in back links, in anchor text pointing to that document. 8
  • 9. Query independent metrics Not only Keyword (on-page) Off-page too (PageRank or Rank and Serve those pages page authority and return the most relevant ones first Google uses page rank as well as over 200 other factors to rank a site to a given keyword. Provide most appropriate results for the user Google provides different results for people: Different countries - Different languages (PC set up) Individual behaviour (previous visited sites, previous performed searches All those machines return their matches. whats the creme de la crème?Whats the best page that matches this query across the entire index? And then Google takes that page and try to show it with a useful 9 snippet. And you get it all back in under half a second.
  • 10. Search Engine Results Page SERP Paid Listing (PPC Bidding) 10-15% of clicks Other Ads 10 per pageOrganic Search (SEO) 85-90% of clicks Site Links 10
  • 11. How important is it to be #1? 11
  • 12. Branded and Non-branded KeywordsBranded Non-branded• Small search universe • Huge universe• Target customers that have heard • Allows us to reach 70% of new of our brand before business • Vast potential (multiple relevant keywords/keyterms) • Customers not necessarily looking for a conference 12
  • 13. Branded and Non-branded KeywordsBranded Non-branded TradeTech 13
  • 14. Search Engine Optimisation and the way its evolving TodayPast Natural On-Page Optimisation Site Quality and ContentKeyword Stuffing Backlinks Quality and not QuantityHidden Keywords Over-Optimisation PenaltyQuantity of Backlinks Social FactorsSearch Engine Manipulation Visitor’s InteractionFrom now on Content Usability, Readability, Design More relevance in Social Factors Facebook Search Harsh penalties for Search Engine Manipulation 14
  • 15. Ranking Factors 15
  • 16. Future of Search 16
  • 17. SEO Best Practices keyword rel="nofollow" Password - https Bad site structure
  • 18. SEO - Medium Term Strategy Keyword Research Audit On-Page OptimisationPage Analysis Strategy Keywords Off-Page Optimisation Tracking 18
  • 19. SEO Activities Model Audit & Keyword Research The backbone of your SEO activity On-Page Off-PageOptimisation Optimisation 25% 75% Keyword Performance Analysis/Review Ways to move your SEO forward 19
  • 20. Keywords 20
  • 21. Keywords Selection Is the keyword relevant to our business? Does it bring qualified and potential traffic? What does our GA data tells us about the traffic? Are people using my keyterms in Search Engines? Will I secure a certain level of visitors if I improve my site position in SERPs?How competitive my keywords are?Can I potentially rank above othersites or are they more authoritativeand optimised then mine? 21
  • 22. Keyword GroupsA keyword group is a set of keywords which derive from oneor two main keyterms•Geospatial•Geospatial intelligence•Geospatial intelligence London•Defence geospatial intelligence•Defense geospatial intelligence•Geospatial intelligence agency•Geospatial agency•Geospatial agency London•Geospatial analysis•Geospatial sciences•Geospatial softwareThe main purpose of a keyword group is that we do not only concentrate on onekeyword but also understand that keywords can be used with variants in searches(Geospatial as a broad match). By looking at variants of the main broad keyword we canthen categorise them by the level of relevance, traffic volume and competition. 22
  • 23. The Long Tail[T]here are known knowns;there are things we knowwe know.We also know there areknown unknowns; that is to 20% of searches performed everyday havesay we know there are not yet been performed beforesome things we do not We can’t optimise for what we don’t know,know. but we can be open for the unknownBut there are alsounknown unknowns –there are things we do notknow we dont know.United States Secretary ofDefense Donald Rumsfeld e.g. conferences geospatial sciences europe 2012 23
  • 24. Why Should We Bother?Because It Works!For crying out loud! 24
  • 25. 4 31211 8 4614 10 4522 17 42 42 30 29 2541 17
  • 26. Conclusion• SEO is constantly evolving and old (manipulative, spammy, black-hat) techniques are no longer working• The practice of treating SEO as an isolated channel is dead• SEO is now part of a bigger thing: the marketing mix• SEO has to be incorporated in PR, Social Media, Content Strategy and other marketing activities. Only then we will see positive effects and ROI. 26
  • 27. Any Questions? Ask the SEO Croc! 27