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.

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SEO for beginners

  1. 1. socialab SEOFOR BEGINNERS
  2. 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 MarkeGng since 2002 §  Blogger since 2004 §  Mobile MarkeGng since 2006 §  Social Media MarkeGng since 2009 §  Judge at Ermis Awards - Digital §  Has worked with 50+ brands in the last 13 years.
  3. 3. SEO Agenda 1.  Terminology 2.  IntroducGon 3.  Process 4.  Best PracGces 5.  How it works 6.  The future 7.  Analysis eCommerce for Beginners 5 April 2014 ELTRUN
  4. 4. SEO TERMINOLOGY
  5. 5. Search Engine MarkeGng includes:
  6. 6. Terminology Funnel The process from making a stranger your customer
  7. 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. 8. Terminology Conversion ConverGng users from one stage of the funnel to the next
  9. 9. Terminology CTR Click-through rate.
  10. 10. Terminology Long tail
  11. 11. Terminology
  12. 12. Terminology
  13. 13. SEO INTRODUCTION
  14. 14. Why SEO is important...
  15. 15. #1 priority for e-shops
  16. 16. of users click on Organic Results
  17. 17. SEO or PPC? 30% of users click here and on the right (Paid lisGngs) 70% of users click here (Organic lisGngs)
  18. 18. Google Golden Triangle Clicks heatmap
  19. 19. Savvy users, the ones who actually do buy online, trust organic results more than ads. Why? Because anyone can pay a licle to appear on an ad. Most importantly...
  20. 20. BEST PRACTICES
  21. 21. SEO: Process Planning On-site SEO Off-site SEO ReporGng
  22. 22. White-hat SEO On-site •  Good Content •  Lots of content •  Domain name •  Server Speed & Reliability •  URLs, filenames •  Image ALT tags Off-site •  Gefng backlinks •  Content MarkeGng •  Social media shares •  CompeGtor Research •  Google Keyword Planner •  Webmasters Tool
  23. 23. Gray-hat SEO On-site •  Duplicate content •  No canonical tags Off-site •  Link building with licle relevance •  Three-way linking •  Paid links Remember: Not everybody agrees on what is gray-hat
  24. 24. Black-hat SEO On-site •  Keyword stuffing •  Hidden / invisible text •  Meta-tag stuffing •  Doorway pages •  Scraper sites •  ArGcle spinning •  Machine translaGon •  Irrelevant Gtle •  Cloaking Off-site •  Link farms •  Hidden links •  Spam blogs •  Page hijacking •  Expired domains •  Forum Spam •  Blog Comment Spam •  Wiki Spam
  25. 25. Where the results are...
  26. 26. Where the results are... Low compeGGon queries Higher compeGGon queries Temporary results Very severe penalGes
  27. 27. HOW SEO WORKS
  28. 28. 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 locaGon 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)
  29. 29. 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+ affiliaGons
  30. 30. Keyword Research
  31. 31. Keyword Research Recognise common keyword research tools: Google Trends Bitcoins VS credit cards
  32. 32. THE FUTURE
  33. 33. The truth is... Google is killing SEO. They’re making difficult to bring back results.
  34. 34. 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.
  35. 35. Google Updates •  More than 600 updates every year. •  Not all at the same Gme in all countries. •  Greece usually 4-6 months behind the US. •  Big updates: •  Panda (2011): Thin sites and over-opGmizaGon penalty •  Penguin (2012): Poor UX, e.g. content below fold •  Hummingbird (2013): Difference in long-tail queries •  More game-changing updates coming soon...
  36. 36. SHOPPING FOR SEO
  37. 37. Anything goes! From “for free with your website” to €50,000 per annum. Most importantly: No guarantees. Prices for SEO experts
  38. 38. MORE SEO (IF YOU CAN TAKE IT)
  39. 39. •  Google Adwords Keywod Planner (keyword volume) hcp://adwords.google.com/keywordplanner •  Google Webmasters’ Tool (site errors) hcps://www.google.com/webmasters/tools/ •  Moz (rankings & backlinks -- paid tool) hcp://www.moz.com •  Open Site Explorer (backlinks and authority) hcp://www.opensiteexplorer.org/ SEO: Tools
  40. 40. socialab Thanks!

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