SEO for beginners

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Search Engine Optimization for beginners, presented as part of ELTRUN's Open Seminar "eCommerce for Beginners" on 5 April 2014.

Search Engine Optimization for beginners, presented as part of ELTRUN's Open Seminar "eCommerce for Beginners" on 5 April 2014.

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  • 1. socialab   SEOFOR BEGINNERS
  • 2. Who is George Anagnostopoulos? §  Digital Content Creator since 1994 in the first Greek web-zine. §  Digital Marketer since 1999, in a dot-com in the UK. §  Search Marketing since 2002 §  Blogger since 2004 §  Mobile Marketing since 2006 §  Social Media Marketing since 2009 §  Judge at Ermis Awards - Digital §  Has worked with 50+ brands in the last 13 years.
  • 3. SEO Agenda 1.  Terminology 2.  Introduction 3.  Process 4.  Best Practices 5.  How it works 6.  The future 7.  Analysis eCommerce for Beginners 5 April 2014 ELTRUN
  • 4. SEO TERMINOLOGY
  • 5. •  Search Engine Optimisation (SEO) is the process of refining your website so that it will be indexed and ranked by search engines, as well as leveraging your links from other sites •  Pay Per Click (PPC) advertising is advertising within search results and user only pays when the user clicks. Search Engine Marketing includes:
  • 6. Terminology Funnel“ ” The process from making a stranger your customer
  • 7. Terminology Click“ ” The way customers go from one stage to the next in a funnel. Can also mean Tap in Mobile or Tablets.
  • 8. Terminology Conversion“ ” Converting users from one stage of the funnel to the next
  • 9. Terminology CTR“ ” Click-through rate.
  • 10. Terminology Long tail“ ”
  • 11. Terminology
  • 12. Terminology
  • 13. SEO INTRODUCTION
  • 14. Introduction New Haven district telephone company 1878
  • 15. Why SEO is important...
  • 16. #1 priority for e-shops
  • 17. of users click on Organic Results
  • 18. Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid. 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  • 19. Google Golden Triangle Clicks heatmap
  • 20. Savvy users, the ones who actually do buy online, trust organic results more than ads. Why? Because anyone can pay a little to appear on an ad. Most importantly...
  • 21. SEO PROCESS
  • 22. SEO: Process Goals   On-­‐site   Off-­‐site   Analysis  
  • 23. 1. Goals •  Understand the Benefits of SEO •  Choose & Set Goals SEO: Process Goals   On-­‐site   Off-­‐site   Analysis   2. On-Page Optimisation •  Keywords •  Content •  Meta Tags •  Server specs •  Site structure 4. Analysis & Iteration •  Analysis Tools •  Performance Baseline •  Review and Iteration 3. Off-Page Optimisation •  Link Building •  Link Format •  Content Marketing •  Social Linking
  • 24. Most effort in SEO is spent here: •  Code analysis & structure •  Server reliability •  Title & Meta tags •  Sitemap •  Domain name & URLs •  Image Alt tags •  Keywords (not Meta) •  Headings •  Site content •  Site structure •  Internal linking Off-site optimization •  External linking •  Content Marketing •  Social Media Audience (shares, pages, etc.) On-site optimization
  • 25. BEST PRACTICES
  • 26. White-hat SEO On-site •  Good Content •  Lots of content •  Domain name •  Server Speed & Reliability •  URLs, filenames •  Image ALT tags Off-site •  Getting backlinks •  Content Marketing •  Social media shares •  Competitor Research •  Google Keyword Planner •  Webmasters Tool
  • 27. Gray-hat SEO On-site •  Duplicate content •  No canonical tags Off-site •  Link building with little relevance •  Three-way linking •  Paid links Remember: Not everybody agrees on what is gray-hat
  • 28. Black-hat SEO On-site •  Keyword stuffing •  Hidden / invisible text •  Meta-tag stuffing •  Doorway pages •  Scraper sites •  Article spinning •  Machine translation •  Irrelevant title •  Cloaking Off-site •  Link farms •  Hidden links •  Spam blogs •  Page hijacking •  Expired domains •  Forum Spam •  Blog Comment Spam •  Wiki Spam
  • 29. Where the results are...
  • 30. Where the results are... Low competition queries Higher competition queries Temporary results Very severe penalties
  • 31. HOW SEO WORKS
  • 32. SEO Mechanics Understand how search engines work: 1.  A Search Engine Spider crawls the web. 2.  Builds an index of the words it finds and their location 3.  When a user searches, they are searching that index 4.  The Search Engine presents the most relevant results of the search from the index. 5.  Every search shows a different SERP (Search Engine Results Page)
  • 33. Route to the Customer: 3 Hoops To jump through the hoops, you have to be relevant. CustomerYou Search Engine Competitor Customer Align with your customers search and needs and most importantly be relevant. Search Engine Optimisation helps Search Engines understand what you do. Competitor Out- perform your competitors for the words you want to be found for.
  • 34. Custom results •  Results have long been customized per: •  User Country •  Google domain (google.com vs google.gr) •  User’s interface language •  For about two years now, they’re customized for each person indepependently, based on: •  Search History •  Web History •  Google+ affiliations
  • 35. Concepts: Customer insights Why search engines work well: •  Person: who the user is, it segments and qualifies them. •  Place: location of the searcher as well as their destination •  Priority: the search is an indicator of their timeframe •  Product: indicator of what exactly is important to searcher •  Purchase: where or how the searcher wants to buy Through our searches we reveal who we are.
  • 36. 5P :Customer Search Insights Model In any web search the user reveals valuable information about themselves. Search Term: “Buy Adventure Holiday in April” Person Priority Place Product Age, Sex, Social Greece “Adventure Holiday” “April” Purchase Buy
  • 37. •  Benefits of high listing position in organic search for business: •  Increased Click-through rate •  Increased engagement •  Increased conversions •  Benefits of high listing position in organic search for your reputation: •  Increased visibility •  Enhanced reputation •  Credibility and status •  Market leadership •  Competitive advantage Goals/Benefits Recognise the goals/benefits of Search Engine Optimisation
  • 38. •  Organic traffic source reports •  Visitor numbers •  Volume of traffic achieved based on keywords •  Click-Through-Rates •  Engagement with content •  Downloads •  Conversions •  Sales •  Website engagement etc. SEO KPIs
  • 39. Keyword Research Google AdWords Keyword Planner
  • 40. Keyword Research Recognise common keyword research tools: Google Trends Bitcoins  VS  credit  cards  
  • 41. •  Know the sources for keywords within your organisation: •  Brainstorming •  Review marketing collateral •  Industry jargon •  Terms •  Competitors •  Recognise and use customer surveys as a way to generate keywords etc. Keyword Research Understanding keyword research in on-page optimisation
  • 42. •  The keyword selection process involves 4 steps: offline research, online research, validation between, prioritisation. •  SEO is not just about courting Google, it is a competitive endeavour. •  Rate keywords in terms of competitors, time to achieve positioning and cost of activity IMPORTANT: •  Long tail keywords: low volume searches that you would like to rank highly for. The search terms may be obscure, but they have lower competition and bring much higher qualified traffic to websites. Keyword Selection Process Understanding keyword selection in on-page optimisation
  • 43. •  1. Title tag •  2. Meta description •  3. URLs •  4. Alt tags (Image description) •  5. Headers •  6. Content •  7. Duplicate content issues •  8. Internal linking SEO process: On-site Optimisation Webpage sections to be optimised
  • 44. Content layout Website structure
  • 45. THE FUTURE
  • 46. The truth is... Google is killing SEO. They’re making difficult to bring back results.  
  • 47. Two reasons for Google to kill SEO:   1.  SEO  tampers  with  the  validity  of  their  core  product.   2.  Users  want  a  more  personalized  experience.   3.  SEO  does  not  make  Google  money  like  Adwords.  
  • 48. Google Updates •  More than 600 updates every year. •  Not all at the same time in all countries. •  Greece usually 4-6 months behind the US. •  Big updates: •  Panda (2011): Thin sites and over-optimization penalty •  Penguin (2012): Poor UX, e.g. content below fold •  Hummingbird (2013): Difference in long-tail queries •  More game-changing updates coming soon...
  • 49. SHOPPING FOR SEO
  • 50. Anything goes! From “for free with your website” to €50,000 per annum. Most importantly: No guarantees. Prices for SEO experts
  • 51. MORE SEO (IF YOU CAN TAKE IT)
  • 52. Types of Goal •  Engagement •  Conversions •  Visibility •  Reputation •  Credibility and status •  Market leadership •  Competitive advantage Practical Exercise: Goals KPIs • Organic traffic • Visitor numbers • Volume of traffic achieved based on keywords • Click-Through-Rates • Downloads • Conversions • Sales • Website engagement etc.
  • 53. •  Click through •  Engagement •  Conversions •  Visibility •  Reputation •  Credibility and status •  Market leadership •  Competitive advantage Goals workshop Choose goals for your business and create explicit target for each
  • 54. You can supplement your lectures with a wide range of online resources. For the most up to date information on SEO, you may refer to the following: •  Matt Cutts Blog http://www.mattcutts.com/blog •  Search Engine Guide http://www.searchengineguide.com •  Search Engine Watch http://www.searchenginewatch.com •  Search Engine Land http://www.searchengineland.com SEO: Further reading
  • 55. •  Google Adwords Keywod Planner (keyword volume) http://adwords.google.com/keywordplanner •  Google Webmasters’ Tool (site errors) https://www.google.com/webmasters/tools/ •  Moz (rankings & backlinks -- paid tool) http://www.moz.com •  Open Site Explorer (backlinks and authority) http://www.opensiteexplorer.org/ SEO: Tools
  • 56. socialab   Thanks!