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Search Engine OptimizationThe eye-opening presentation for beginners                                             Date: 1st...
Agenda•   Background information•   Preparations: research and analysis•   On-page and off-page optimizations•   Monitorin...
Agenda•   Background information•   Preparations: research and analysis•   On-page and off-page optimizations•   Monitorin...
What is SEO actually?Search engine optimization (SEO) is theprocess of affecting the visibility of a websiteor a web page ...
How effective is SEO?
How search engines work?1. User makes a query2. User location informationis taken for better targetingand search personali...
Facts on online/offline shopping
Paid vs organic results statistics
Why do we optimize for Google?Information source:http://www.statowl.com/search_engine_market_share.php
Click-through rates by site position
SEO factors
SEO factors
SEO factors
Remember: focus on the big picture•   Effective keywords•   Website technology•   Links•   Competition•   Trends•   Conten...
Types of optimization - overviewOn-page (on-site) optimization    –   Unique content    –   Accessibility (bots can access...
How you start? Bottom-up approach.
The SEO process
Agenda•   Background information•   Preparations: research and analysis•   On-page and off-page optimizations•   Monitorin...
Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition an...
Long-tail analysis
Keyword phrase length conversion
SEO Master Toolbox• Keywords research and analysis   –   Google AdWords Keyword Tool   –   Google Search-Based Keyword Too...
Agenda•   Background information•   Preparations: research and analysis•   On-page and off-page optimizations•   Monitorin...
Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition an...
The perfectly optimized page                 • Web page content as text;                 • Title, Meta tags, Heading Tags;...
On-site factors for better results
On-page factors• in the page meta description tag - this is the advertisement of the  page;• in the page title tag, especi...
H1 and H2•   Always with text, not cufon or images;•   H1 should be 1 per page, not more;•   H1 tag length should be about...
Title and descriptionAbout titles   –   The title should be between 65 and 70 in length;   –   Use pipe | for separations,...
Titles and descriptions lengths
DomainDomains and extensions factors on the optimization•   Domain name - important, should contain the keywords•   Domain...
Keywords in the domain influence
Website accessibility•   Spider / Bot•   initial crawling•   robots.txt•   .htaccess•   Robots meta tag•   Index / noindex...
Sitemaps • HTML sitemaps - for website visitors and users, better navigation • XML sitemaps - for SEO purposes, for Google...
PerformanceGood performance is growing to be more and more important.Build your website well from the start.Google guideli...
Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition an...
CompetitionApproach: research what and how your competitors are achieving theircurrent results, and do the same with a bit...
TrendsIdea: Be careful with the trends. Some campaigns include season-dependent target keywords, which are not effective t...
Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition an...
Content and linksContent and links should be inter-related focus categories.If you build good content, other websites will...
Link baitingLink baiting is the process of getting links to your website.You can stimulate inbound links by many ways    –...
Agenda•   Background information•   Preparations: research and analysis•   On-page and off-page optimizations•   Monitorin...
Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition an...
Monitoring metrics•   Website position by target keywords•   Traffic to the website by target keywords•   Users time spent...
Monitoring tools•   Google Analytics•   Google Webmaster Tools•   link-assistant.com tools•   SEO Book Tools•   Chrome and...
Thanks and final wordsConclusions are that SEO is not that hard. But you need strategy andclear vision. And you need patie...
Kalin Chernev        Drupalist E-mail: k.chernev@up2.nlhttp://www.up2technology.com
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Transcript of "Search Engine Optimization - The eye-opening presentation for beginners"

  1. 1. Search Engine OptimizationThe eye-opening presentation for beginners Date: 1st Nov 2012 Name: Kalin Chernev
  2. 2. Agenda• Background information• Preparations: research and analysis• On-page and off-page optimizations• Monitoring and maintenance
  3. 3. Agenda• Background information• Preparations: research and analysis• On-page and off-page optimizations• Monitoring and maintenance
  4. 4. What is SEO actually?Search engine optimization (SEO) is theprocess of affecting the visibility of a websiteor a web page in a search engines "natural"or un-paid ("organic") search results.
  5. 5. How effective is SEO?
  6. 6. How search engines work?1. User makes a query2. User location informationis taken for better targetingand search personalization3. Index server searches forthe query information4. Search results arereturned5. Results are sorted andfiltered6. Results are shown
  7. 7. Facts on online/offline shopping
  8. 8. Paid vs organic results statistics
  9. 9. Why do we optimize for Google?Information source:http://www.statowl.com/search_engine_market_share.php
  10. 10. Click-through rates by site position
  11. 11. SEO factors
  12. 12. SEO factors
  13. 13. SEO factors
  14. 14. Remember: focus on the big picture• Effective keywords• Website technology• Links• Competition• Trends• Content• Control and maintenance
  15. 15. Types of optimization - overviewOn-page (on-site) optimization – Unique content – Accessibility (bots can access the website and crawl it) – URL structure (domain) – Internal linking structure – Sitemap – Title, Meta tags, Heading Tags, Internal Anchor Text – Images, Maps, VideoOff-page (off-site) optimization – Link Building – Social networks – Forums and other viral marketing
  16. 16. How you start? Bottom-up approach.
  17. 17. The SEO process
  18. 18. Agenda• Background information• Preparations: research and analysis• On-page and off-page optimizations• Monitoring and maintenance
  19. 19. Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition and trendsStep 4: Generating content and linksStep 5: Monitoring and controlling your results
  20. 20. Long-tail analysis
  21. 21. Keyword phrase length conversion
  22. 22. SEO Master Toolbox• Keywords research and analysis – Google AdWords Keyword Tool – Google Search-Based Keyword Tool – SEO Book Keyword Tool – Wordstream Keyword Tool• Checking the trends – Google trends – Google Insights for Search• Software tools – SEO Powersuite – SEOMoz
  23. 23. Agenda• Background information• Preparations: research and analysis• On-page and off-page optimizations• Monitoring and maintenance
  24. 24. Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition and trendsStep 4: Generating content and linksStep 5: Monitoring and controlling your results
  25. 25. The perfectly optimized page • Web page content as text; • Title, Meta tags, Heading Tags; • URL, anchor links, meta descriptions; • Alt tags and descriptions for images;
  26. 26. On-site factors for better results
  27. 27. On-page factors• in the page meta description tag - this is the advertisement of the page;• in the page title tag, especially in the beginning;• in H1 tag, especially in the beginning;• in the first 50-100 words of the HTML of the page;• in the other headings <h2> to <h6>;• in the alt text of images;• file name of the image file;• <b> is for styling, <strong> is for semantic representation;• Keyword Density Formula - Google it, simple rule => dont overdo optimizations;• in list items <li> of the page;
  28. 28. H1 and H2• Always with text, not cufon or images;• H1 should be 1 per page, not more;• H1 tag length should be about 3-5 words;• h2 is like sub-headings;• Target keywords are placed in the beginning;• Dont forget to use synonyms;
  29. 29. Title and descriptionAbout titles – The title should be between 65 and 70 in length; – Use pipe | for separations, for example title of page | title of website; – Target keywords are placed in the beginning for more weight; – Maximum 2 target keywords are used at the same time per page;About descriptions – Description should be about 150 and 167 symbols in length; – This is your advertising message seen in the search results; – Should be unique, catching and meaningful; – Target keywords are placed in the beginning for more weight;
  30. 30. Titles and descriptions lengths
  31. 31. DomainDomains and extensions factors on the optimization• Domain name - important, should contain the keywords• Domain extension - avoid spammy .cc, .info, etc• Subdomain - OK, if a lot of traffic and content• Domain names in Cyrillic - sometimes help
  32. 32. Keywords in the domain influence
  33. 33. Website accessibility• Spider / Bot• initial crawling• robots.txt• .htaccess• Robots meta tag• Index / noindex• Follow / nofollow
  34. 34. Sitemaps • HTML sitemaps - for website visitors and users, better navigation • XML sitemaps - for SEO purposes, for Google Webmaster ToolsSitemaps are a way to tell Google about pages on your site we mightnot otherwise discover. In its simplest terms, a XML Sitemap — usuallycalled Sitemap, with a capital S — is a list of the pages on yourwebsite. Creating and submitting a Sitemap helps make sure thatGoogle knows about all the pages on your site, including URLs thatmay not be discoverable by Googles normal crawling process.
  35. 35. PerformanceGood performance is growing to be more and more important.Build your website well from the start.Google guidelines on best practicesTools: – Google PageSpeed Tools - checklist of website components to optimize – Speed Tracer - identifying performance problems – YSlow - just another performance tool from Yahoo!
  36. 36. Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition and trendsStep 4: Generating content and linksStep 5: Monitoring and controlling your results
  37. 37. CompetitionApproach: research what and how your competitors are achieving theircurrent results, and do the same with a bit moreTo start with: find out which are their target keywords?• Research paid search prices to define level of difficulty• Make the homework checks: – the number and quality of their inbound links – their social networks presence – the number of indexed pages they have in Google – the age of the domain• Analyze your competitors code and learn from the good practices
  38. 38. TrendsIdea: Be careful with the trends. Some campaigns include season-dependent target keywords, which are not effective throughout all partsof the year. For example, all kinds of winter sports and hotels should beoptimized during winter.
  39. 39. Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition and trendsStep 4: Generating content and linksStep 5: Monitoring and controlling your results
  40. 40. Content and linksContent and links should be inter-related focus categories.If you build good content, other websites will link to you.If you have many links to your website, search engines give you creditsfor being important, and give you better positions.With better positions in search results, your website gets more traffic.And the more traffic you receive, the more important your website isaccepted to be, which brings you even better positions and more traffic
  41. 41. Link baitingLink baiting is the process of getting links to your website.You can stimulate inbound links by many ways – listing your website in directories such as the open directory and Yahoo! – participating in social networks as facebook.com, linkedin.com, etc. – participating in twitter.com – participating in website competitions, such as "best website of" – viral marketing in video sharing websites as youtube.com – sharing presentations on slideshare.net and related – sharing documents into document sharing websites – participating in forums with target audienceRemember:Focus on the value of the content, and links will come naturally.
  42. 42. Agenda• Background information• Preparations: research and analysis• On-page and off-page optimizations• Monitoring and maintenance
  43. 43. Practical SEO: Step by stepStep 1: Select effective keywordsStep 2: Prepare your websiteStep 3: Prepare for competition and trendsStep 4: Generating content and linksStep 5: Monitoring and controlling your results
  44. 44. Monitoring metrics• Website position by target keywords• Traffic to the website by target keywords• Users time spent on the website• Conversions of visitors to buyers
  45. 45. Monitoring tools• Google Analytics• Google Webmaster Tools• link-assistant.com tools• SEO Book Tools• Chrome and Firefox Extensions• Many, many others
  46. 46. Thanks and final wordsConclusions are that SEO is not that hard. But you need strategy andclear vision. And you need patience and consistent work.Focus on:1) effective target keywords2) your website (the things you say to the world)3) competition and trends (your environment)4) the value of your content (to make the world talking)5) monitoring and maintenance (to keep your good results)
  47. 47. Kalin Chernev Drupalist E-mail: k.chernev@up2.nlhttp://www.up2technology.com
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