Beginners seo gs v3

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Beginners seo gs v3

  1. 1. Search Engine Optimization (SEO) 101Georg Seebode26thMay, 2013
  2. 2. Agenda WHAT Is SEO and WHY Is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown2
  3. 3. What is SEO?Search Engine Optimization (SEO)…… is the process of getting free, organic, editorial ornatural listings on search engines.... means optimizing your content and website to getmore traffic.… is different from Search Engine Marketing (SEM) –which focuses on paid search.… is divided into two sections: On-page and off-pageoptimization.3
  4. 4. What is SEM?Search Engine Marketing is the process of gainingtraffic by purchasing ads on search engines (aka PaidSearch)SEM includes, but isnt limited to:Paid InclusionPay Per Click Adverstising (PPC – Adwords)Banner Advertising4
  5. 5. Pros and Cons of SEO and SEMSEO SEM+ Free+ Searchers click on organicsearch results more often thanpaid PPC links+ Excellent at creatingawareness quickly+ Campaigns can be budgetedto fit a business’s needs– Time consuming– Takes longer to see results– Costs Money– Must be managed constantly(daily/weekly)– ROI can be difficult to manage– Clickfraud5
  6. 6. SEO vs. SEM6
  7. 7. SEO vs. SEM7
  8. 8. Click-Through RatesSource: seomoz.com 8
  9. 9. Why Is SEO Important? 36% of users agree that “seeing a company listedamong the top results on a search engine makes methink that the company is a top one within its field”* 90% of users click on a first page result 42% click on the first result “Only” 12% click on the second result The #1 result gets 3.5x more clicks than the #2 resultand 14x more clicks than the #10 result*Source: papic.org 9
  10. 10. Why Is SEO Important?Why you should optimize your site / content:Search engines love it! (makes it easier to crawl)People will find your contentUser-friendly (easier navigation, clean content)Your competitors are doing itMore traffic!10
  11. 11. Google – The King of Search?In 2012, Google processed over 3 billion searches per day – That’s over 100billion queries per month!65%8%5%3%3%16%Global Market ShareGoogleBaiduYahooYandexMicrosoOthersSource: comScore, searchengineland.com 11
  12. 12. Germany Russia ChinaSource: comScore, searchenginewatch.comKnow Your Market – Google Isn‘t The Only OneOut There12
  13. 13. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown13
  14. 14. A Time Before GoogleBelieve it or not there used to be a time before Googleeven existed!Anyone remember any of these?Source: lycos.com, altavista.com, yahoo.com, excite.com, infoseek.com 14
  15. 15. How Do Search Engines Work?Crawling and Indexing the Web:Search engines send out spiders/crawlers (e.g. GoogleBot) whichsystematically browse the web and index it.These spiders follow links to find interconnectedwebsites/pages/documents.Websites were ranked according to their on-page content – whichmade the whole system terribly easy to manipulate.Keyword stuffing/spammingThat is until Google came around…..15
  16. 16. Google Introduces the “PageRank”Google Launched in 1998 and brought with it the infamous“Page Rank”, a new algorithm which ranked pages based on thenumber and PageRank of other web sites and pages that linkthere, on the premise that good or desirable pages are linked tomore than others.Source: wikipedia.com 16
  17. 17. Cheating the SystemThis new “Page Rank” was immediately exploited by “LinkFarms”.Source: betadaily.com, lambentseo.com 17
  18. 18. Fighting SpamBut Google never sleeps…You might have heard of these furry little friends…Source: internetmarketinginc.com, constant-content.com 18
  19. 19. Filtering Out The Relevant Content Google Constantly updates its algorithm, roughly 500-600 times ayear – with most changes going completely unnoticed to thenormal user (aside from the fact that the search results get better) These algorithm changes happen to ensure that the user finds theright content Despite all the changes, when a user types in a query, the resultsare still based on:Relevance = Topic/ContentImportance = Links So in theory the statement “the more links pointing to a website,the better it ranks” is still valid? Well yes and no... Mostly no.19
  20. 20. A link isnt just a link – theres more to Ranking thanmeets the eye…Possible Ranking CriteriaSource: seomoz.com 20
  21. 21. Ranking FactorsSource: searchengineland.com 21
  22. 22. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown22
  23. 23. On-Page vs. Off-PageOn-Page Off-PageOn-Page Off-PageEverything that you edit “on” yourwebsite falls under On-PageOptimization, such as:Title TagsURLContentImagesSite ArchitectureEverything that you influence“off” your website falls under Off-Page Optimization, such as:Link BuildingSocial NetworkingSearch Engine SubmissionsSitemap SubmissionsGuest Blogging23
  24. 24. Where Do I Start?Source: seomoz.com 24
  25. 25. On-Page - The “Perfectly” Optimized PageAn Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)An Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)Source: seomoz.com 25
  26. 26. Title TagMax Display LengthMeta DescriptionMax Display LengthURLMax Display Length66-69Characters156-158Characters72-92Characters67-72Characters176-184Characters91-94Characters64-65Characters164-190Characters65-80CharactersRecommended <65Characters<156Characters<65CharactersTag Length Recommendations
  27. 27. Yoast – Wordpress SEO PluginSource: yoast.com 27
  28. 28. Optimizing Images28 Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferably with akeyword in it, not the standard DCIM0001.jpg Alt Text:The text that google “reads”<img src=”tiny-horse-ears.jog" alt=”Tiny HorseEars" /> File Size: 70kb Large files take longer to load, google looks atpage load speed. Reduce the image size asmuch as possible without sacrificing quality. Caption: Those are some tiny horse ears! While they have no direct impact on rankings(yet), they are quite possibly the best readpiece of content you have. Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferably with akeyword in it, not the standard DCIM0001.jpg Alt Text:The text that google “reads”<img src=”tiny-horse-ears.jog" alt=”Tiny HorseEars" /> File Size: 70kb Large files take longer to load, google looks atpage load speed. Reduce the image size asmuch as possible without sacrificing quality. Caption: Those are some tiny horse ears! While they have no direct impact on rankings(yet), they are quite possibly the best readpiece of content you have.
  29. 29. Finding The Right Keywords Best starting point is to look in your Analytics How are people finding your content, what are people looking for on your site What are your competitors ranking for? Expand on existing keywords Who is your target audience? Finding new Keywords and Analyzing Demand Google Adwords’ Keyword Tool Google Trends Google Search Suggest Microsoft Advertising Intelligence Don’t Forget Mobile Users! More prone to short head Different type of Search, more action and location based - [keyword + “nearby”] (where, when,how) Understand who or what you are up against Understand the demand for a certain phrase or keyword Assess the work required to achieve those rankings29
  30. 30. Diversifying Your Keywords Always include variations of keywords Plurals (widgets, churches, shoes, recipes) Synonyms (cruise, sail, journey, tour) Stems (fish, fishing) International spelling differences (Harbor /Harbour) Typos Use keywords That are being searched for That target your audience That have medium to low competition That you can build quality content that site visitors will appreciate30
  31. 31. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown31
  32. 32. What is a Backlink? Its “just” another website linking to youDo You need Backlinks? For sure! It can bring you traffic – but more importantly it will help you with your SEO!Backlinks are what keep the internet going – it’s the currency of the internet. Websiteswith lots of Backlinks will rank better. A Backlink from an “authoritive” website willpass on some of its authority to you.But wait! – not all links are created equal! A link from your Mom’s Tumblr Blog is notthe same as getting a link from CNN or Wikipedia.So what is a good link? It comes from a website/blog with authority (Does it have lots of followers, likes,shares, tweets etc?) It uses Anchortext, meaning your URL is linked into a keyword  This will let Googlemake the connection between the keyword and your websiteLinks, Links, Links32
  33. 33. 33Backlink Factors and How They Impact SEOBacklink Factors Impact on SEOPopularity If a site has a large number of other sites linking to it, it is more likely to be a relevantand important site. However, the overall number of links is not the only thing thatmatters.Link NeighbourhoodThe types of sites that link to a website is a good indicator on that website itself. If awebsite is linked to by trusted and reputable sites, then there is a good chance that itwill be seen as a trusted source as well by search engines. On the contrary, if it isonly receiving links from sites that are categorized as “spammy” or of low value, thewebsite might be categorized as low value as well.Anchortext Links to a site with specific keywords in their anchor text will give it a higher chanceof appearing in searches for those keywords.Freshness Search engines analyze link changes and tend to place more importance on newerlinks.RelevanceLinks coming to a site from related and authoritative sites carry more weight. Forexample, a cycling equipment company would get more value from links comingfrom an Adventure Cycling website than they would from a Drag Car Racingwebsite.
  34. 34.  Create good content Create sharable content Make it easy to share your content Guest blogging Sharing through social networks Blog commenting NetworkingHow to Get Backlinks34
  35. 35.  Obtain links only from quality, authoritative sources related or relevant toyour site• Strive for top sites (example: CNN, Wikipedia)• Top sites have good:Page rankContentSocial networks Links to any page on your site; not just homepage• Deep linking good Do not obtain links from “shady” sources• Link farms, rings• Link exchanges from sources of little/no page rank Do not purchase links from others Content is king – People will always link to good contentInbound Link Best Practices35
  36. 36.  Social Media plays an ever growing role in SEO Google takes “social signals” into account Tweets, Likes, Shares and +1s are only getting moreimportant Pick your battles – Focus on the networks whichbring you the most traffic and explore newpossibilities Better to excel in three networks than to neglect andfail in five of themSocial Media and SEO36
  37. 37.  Despite the negative rumors G+ is steadily growing Authorship: G+ offers that you link your site withyour G+ Profile Author rank: Another way to determine how goodyour content isGoogle+ - More Than Just A FacebookAlternative37
  38. 38. Higher click through rates More people click on your linkHigher visibility Your Content Stands outHigher page views More of your content will comeupEstablish authority Create a visible public reputationBuild trust Readers know you provide qualitycontentHigher click through rates More people click on your linkHigher visibility Your Content Stands outHigher page views More of your content will comeupEstablish authority Create a visible public reputationBuild trust Readers know you provide qualitycontentThe Benefits of G+ Authorship38
  39. 39. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown39
  40. 40. SEO Myths and Missconceptions Google doesnt’t like SEO SEO is a one time job The more times you repeat the keyword within the page, thehigher it will rank The more links you have coming to your website, the better A high Google PageRank = high ranking Meta tag keywords matter Spending money on Google AdWords boosts your rankings Great Content = Great Rankings40
  41. 41. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown41
  42. 42. Best Practices and Quick FixesOn-page Off-pageOptimize:Title and Meta DescriptionURLH1ContentImagesCreate:SitemapResearch KeywordsGoogle AnalyticsGoogle TrendsGoogle AdwordsSynonyms, Plurals, TyposBuild Quality Links and ConnectionsBlog CommentsGuest PostsBlogrollCreate Shareable contentMake sure Anchortexts are usedFind the Networks which work best with youraudienceSubmit your sitemap to Google and BingGoogle AuthorshipLink your G+ Account with your blogBe an active member and get sharedinto circles42
  43. 43. Questions?43
  44. 44. Wordpress SEO by Yoast The best SEO Plugin for wordpress. (Free)Opensiteexplorer.com Online Tool, checks the Authority and Quality of a Website (Free)Googles Keyword Tool - Google Adwords Ideal for Keyword Research (Free)Google Analytics Analytical Web Monitoring (Free)Google Webmastertools check indexing status and optimize visibility of your website (Free)Tools and Plugins44
  45. 45. Search Engine Optimization Starter Guide - Google Googles SEO GuidelinesSearche Engine Land The Periodic Table Of SEO Ranking FactorsLocalVox Video SEO Guideline Ninja-Creative What is AuthorRank? MajesticBlog SEO Backlink Best Practices White PaperRecommended Reading45
  46. 46. THANK YOU FOR YOURATTENTION!46

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