Is Your Website Search Engine Ready?




Adrian Tan
Director, clickTRUE Pte Ltd
                                       1
About clickTRUE

 • clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per
   Performance online marketing company w...
Online Marketing Services

 Leveraging on the latest marketing trend in the digital landscape, we
 adopt a Pay-per-Perform...
Key Questions (& hopefully answers)




                          Is Your Website Search Engine Ready?
                   ...
Search Engine Optimisation (SEO)




                        clickTRUE Confidential and Proprietary   5
How Search Engines Work…
 Mechanics of search engines




        Image: Google



Private & Confidential: Presentation 21...
What If?
 Mechanics of search engines

 SEO: Tip 5 of 5




Private & Confidential: Presentation 21 Aug 2009
Going Back In Time to 1998
 Mechanics of search engines




Private & Confidential: Presentation 21 Aug 2009
Simplified PageRank Calculation
 Mechanics of search engines




Private & Confidential: Presentation 21 Aug 2009
Steady State Situation
 Mechanics of search engines




Private & Confidential: Presentation 21 Aug 2009
Thus Google was born
 Mechanics of search engines




Private & Confidential: Presentation 21 Aug 2009
The Heart Of Google - PageRank
 Mechanics of search engines

 • Google interprets a link from page A to page B as a vote, ...
Search Engine Optimisation
 SEO

 •2 types of listings in a Search Engine
 Results Page (SERP) – Paid vs
 Natural.
 •Natur...
A Demonstration Of The Power Of SEO
 SEO

 SEO




                                               Source: mgccl.com




Pr...
Getting A Start On SEO
 SEO Tips




Private & Confidential: Presentation 21 Aug 2009
The Obsession with Keywords
 SEO Tips: Keywords

 • Keyword popularity, an important indicator of the success of the site....
How To Use Keywords
 SEO Tips: Keywords



 • Off Page
            Anchor text is the clickable
            text that user...
Keyword Research
 SEO Tips: Keywords

 •     Google Free Keyword Tool
            https://adwords.google.com/select/Keywor...
Getting To Know The Neighbourhood
 SEO Tips: Link Building




                                                    Your
  ...
Link Baiting?
 SEO Tips: Link Building




                                                   Source: www.elliance.com



...
Some Link Baits
 SEO Tips: Link Building

 SEO: Tip 5 of 5
       Free Tools                                  • Collaborat...
Advanced Link Building - BUZZ Marketing
 SEO Tips: Link Building

 • Link building is still going to be the SEO trump card...
Don’t Forget Your Internal Links
 SEO Tips: Link Building




                                                   Source: m...
Site Navigation
 SEO Tips: Site Navigation

 • Create a naturally flowing hierarchy

 • Sitemap (Html) - is a simple page ...
HTML Sitemaps
 SEO Tips: Site Navigation

 • Include important subpages from the website

                                ...
XML SiteMaps
 SEO Tips: Site Navigation

 • General your own here: http://www.xml-sitemaps.com




Private & Confidential:...
Search Friendly Content
 SEO Tips: Search Friendly Content

 • Make your important terms and phrases prominent

 • An exam...
Content Is Still King
 SEO Tips: Search Friendly Content

 •     Use high quality writing

 •     Use a journalistic forma...
Good URLs
   SEO Tips: URLs, Titles, Meta Tags
http://www.cameratown.com/reviews/review_listing.cfm/hurl/id%7C1124




   ...
Titles
 SEO Tips: URLs, Titles, Meta Tags




                                                   How do you influence this...
Meta Tags: 5
 SEO: Tip 2 of Behind The Scenes
 SEO Tips: URLs, Titles, Meta Tags




Private & Confidential: Presentation ...
Pitfalls Of SEO Done Wrong




Private & Confidential: Presentation 21 Aug 2009   Source: www.dccomics.com
Black Hat SEO – Link Farms




                                                                             A FARM




   ...
Black Hat SEO – Automated Content Generation




                                               Image: www.digitaljournal....
Black Hat SEO – Keyword Stuffing / Being Spammy

 • Dispelling the myth that increasing keyword density helps




        ...
Black Hat SEO – Hidden Text

THIS TEXT IS WITH FONT COLOUR
“BLACK” AND IS NOT HIDDEN TO
VISITORS AND IS READABLE BY
SEARCH...
Black Hat SEO – Hidden Text




Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Cloaking

 • Google says: Cloaking refers to the practice of presenting different
   content or URLs to us...
Black Hat SEO – Doorway / Gateway Pages

 • Using a doorway page to
   rank well on the search
   engines and to redirect
...
Case Study: How BMW Got Banned By Google

                                                   BMW website as seen
         ...
Case Pitfalls How BMW Got Banned By Google
 SEO Study:




                                               Source: news.bbc...
How To Avoid Black Hat SEO Companies

 •     No one can guarantee a #1 ranking on Search Engines
            We will submi...
Let Us Have Your Questions

 • Drop us your name card for a copy of this presentation

 • For for a more in-depth understa...
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Is Your Website Search Engine Ready?

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Is Your Website Search Engine Ready?

  1. 1. Is Your Website Search Engine Ready? Adrian Tan Director, clickTRUE Pte Ltd 1
  2. 2. About clickTRUE • clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per Performance online marketing company with Search and Social Media Marketing at its core. • We offer both Technology and Online Marketing services to help build our clients’ brands online. Private & Confidential: Presentation 21 Aug 2009 2
  3. 3. Online Marketing Services Leveraging on the latest marketing trend in the digital landscape, we adopt a Pay-per-Performance approach to help clients achieve Maximum Return On Investment (ROI) on their marketing campaigns. •Search Engine Marketing (SEM) •Search Engine Optimization (SEO) •Social Media Marketing •Online Media Planning •Web Analytics Consultancy Private & Confidential: Presentation 21 Aug 2009 3
  4. 4. Key Questions (& hopefully answers) Is Your Website Search Engine Ready? • Search Engine Optimisation • Search Engine Marketing Is Your Organisation Popular Online? • Google Analytics • Online Reputation Image: Poster Web2.0 Private & Confidential: Presentation 21 Aug 2009 4
  5. 5. Search Engine Optimisation (SEO) clickTRUE Confidential and Proprietary 5
  6. 6. How Search Engines Work… Mechanics of search engines Image: Google Private & Confidential: Presentation 21 Aug 2009
  7. 7. What If? Mechanics of search engines SEO: Tip 5 of 5 Private & Confidential: Presentation 21 Aug 2009
  8. 8. Going Back In Time to 1998 Mechanics of search engines Private & Confidential: Presentation 21 Aug 2009
  9. 9. Simplified PageRank Calculation Mechanics of search engines Private & Confidential: Presentation 21 Aug 2009
  10. 10. Steady State Situation Mechanics of search engines Private & Confidential: Presentation 21 Aug 2009
  11. 11. Thus Google was born Mechanics of search engines Private & Confidential: Presentation 21 Aug 2009
  12. 12. The Heart Of Google - PageRank Mechanics of search engines • Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. • Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." Image: Felipe Micaroni Lalli Private & Confidential: Presentation 21 Aug 2009
  13. 13. Search Engine Optimisation SEO •2 types of listings in a Search Engine Results Page (SERP) – Paid vs Natural. •Natural listings also known as Organic search results are: • non-biased • rankings are determined by the Search Engine’s algorithm by comparing how relevant the results are in matching the queries. •Search Engine Optimization efforts can help to increase rankings of website. However, this requires time Paid Search and re-structuring of website. Natural Search Private & Confidential: Presentation 21 Aug 2009 13
  14. 14. A Demonstration Of The Power Of SEO SEO SEO Source: mgccl.com Private & Confidential: Presentation 21 Aug 2009
  15. 15. Getting A Start On SEO SEO Tips Private & Confidential: Presentation 21 Aug 2009
  16. 16. The Obsession with Keywords SEO Tips: Keywords • Keyword popularity, an important indicator of the success of the site. • Used for both On Page and Off Page SEO • Types of Keywords Long Tail Keywords – longer and more specific search queries. • Example: Best Gadget Buying Guide Main Keywords – shorter and more broad keywords • Example: Buy, Gadget • Long Tail Versus Main Keywords • Gadget Buying” - 56,000,000 results / competition • gadget buying guide - 18,100,000 results / competition Private & Confidential: Presentation 21 Aug 2009
  17. 17. How To Use Keywords SEO Tips: Keywords • Off Page Anchor text is the clickable text that users will see as a result of a link, and is placed within the anchor tag <a href=“You Keyword Here"></a>. • On Page Think about the keywords that users will type. Include them naturally in your posts (particularly in your titles). Private & Confidential: Presentation 21 Aug 2009
  18. 18. Keyword Research SEO Tips: Keywords • Google Free Keyword Tool https://adwords.google.com/select/KeywordToolExternal • When you plug in a main keyword, such as “mens fitness” into the above mentioned keyword tools, you will get back a list of all the long tails that people are searching for within that main keyword. • You choose those that have a good amount of monthly searches, Private & Confidential: Presentation 21 Aug 2009
  19. 19. Getting To Know The Neighbourhood SEO Tips: Link Building Your website Private & Confidential: Presentation 21 Aug 2009
  20. 20. Link Baiting? SEO Tips: Link Building Source: www.elliance.com Private & Confidential: Presentation 21 Aug 2009
  21. 21. Some Link Baits SEO Tips: Link Building SEO: Tip 5 of 5 Free Tools • Collaborative Work Mash-ups Documents Maps • Sharing Communities • Tagging Blogs • RSS Exposes • Top 10 Lists Humour • Event Reviews Interviews with personalities • Survey, Data Expert advice • Film, Animation, Graphics Trends • Freebies, contests, prizes Criticism • Provocative work Private & Confidential: Presentation 21 Aug 2009
  22. 22. Advanced Link Building - BUZZ Marketing SEO Tips: Link Building • Link building is still going to be the SEO trump card for the foreseeable future. - Aaron Wall: SEO Book • Evolution of Effective Link Building Strategies BUZZ Marketing - Spread information, gimmicks or noise on the net and using badges, icons, banners, buttons and ask bloggers to post it on their blogs and websites. Spreading niche contests online can also largely help your site out. Private & Confidential: Presentation 21 Aug 2009
  23. 23. Don’t Forget Your Internal Links SEO Tips: Link Building Source: mediaco, adTech09 Private & Confidential: Presentation 21 Aug 2009 23
  24. 24. Site Navigation SEO Tips: Site Navigation • Create a naturally flowing hierarchy • Sitemap (Html) - is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. • Help search engines understand what content the webmaster thinks is important. • Sitemap (xml) - Makes it easier for Google to discover the pages on your site Private & Confidential: Presentation 21 Aug 2009
  25. 25. HTML Sitemaps SEO Tips: Site Navigation • Include important subpages from the website Website Search Toolbar Main Categories Site Features Private & Confidential: Presentation 21 Aug 2009
  26. 26. XML SiteMaps SEO Tips: Site Navigation • General your own here: http://www.xml-sitemaps.com Private & Confidential: Presentation 21 Aug 2009
  27. 27. Search Friendly Content SEO Tips: Search Friendly Content • Make your important terms and phrases prominent • An example: Source:dev.opera.com Private & Confidential: Presentation 21 Aug 2009
  28. 28. Content Is Still King SEO Tips: Search Friendly Content • Use high quality writing • Use a journalistic format if possible with broad descriptions first leading to more detailed writeups • Readable to your human visitors • Friendly to the search engine webcrawler bots Image: www.modernlifeisrubbish.co.uk Private & Confidential: Presentation 21 Aug 2009
  29. 29. Good URLs SEO Tips: URLs, Titles, Meta Tags http://www.cameratown.com/reviews/review_listing.cfm/hurl/id%7C1124 http://www.dpreview.com/reviews/canonsd400/ • URL Brevity • URL Clarity • Number of dynamic parameters in URLs (http://vshopindia.vpost.com.sg/aom/shop.php?c=22&n=11041891&i=B000 0BV1LG&x=Canon_NB_3L_Rechargeable_Battery_Pack_for_SD550_SD5 00_SD110_SD100_SD10_SD20_Digital_Cameras) Private & Confidential: Presentation 21 Aug 2009
  30. 30. Titles SEO Tips: URLs, Titles, Meta Tags How do you influence this? And how do you influence this? Private & Confidential: Presentation 21 Aug 2009
  31. 31. Meta Tags: 5 SEO: Tip 2 of Behind The Scenes SEO Tips: URLs, Titles, Meta Tags Private & Confidential: Presentation 21 Aug 2009
  32. 32. Pitfalls Of SEO Done Wrong Private & Confidential: Presentation 21 Aug 2009 Source: www.dccomics.com
  33. 33. Black Hat SEO – Link Farms A FARM Image: dustydavis.com A LINK FARM Source: Zolt´an Gy¨ongyi and Hector Garcia-Molina. Link Spam Alliances. 2005 http://dbpubs.stanford.edu Private & Confidential: Presentation 21 Aug 2009
  34. 34. Black Hat SEO – Automated Content Generation Image: www.digitaljournal.com Private & Confidential: Presentation 21 Aug 2009
  35. 35. Black Hat SEO – Keyword Stuffing / Being Spammy • Dispelling the myth that increasing keyword density helps Source: Ian Landsman Private & Confidential: Presentation 21 Aug 2009
  36. 36. Black Hat SEO – Hidden Text THIS TEXT IS WITH FONT COLOUR “BLACK” AND IS NOT HIDDEN TO VISITORS AND IS READABLE BY SEARCH ENGINE SPIDERS. Private & Confidential: Presentation 21 Aug 2009
  37. 37. Black Hat SEO – Hidden Text Private & Confidential: Presentation 21 Aug 2009
  38. 38. Black Hat SEO – Cloaking • Google says: Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agent may cause your site to be perceived as deceptive and removed from the Google index. E.g. • Flash for human users, HTML for web crawlers • Javascript redirects Private & Confidential: Presentation 21 Aug 2009
  39. 39. Black Hat SEO – Doorway / Gateway Pages • Using a doorway page to rank well on the search engines and to redirect traffic to the actual content and main web page. • Normally, the users do not get the content that they are searching for. Private & Confidential: Presentation 21 Aug 2009
  40. 40. Case Study: How BMW Got Banned By Google BMW website as seen by users BMW website as seen by Google’s webcrawler Javascript was disabled & Website redirects Private & Confidential: Presentation 21 Aug 2009
  41. 41. Case Pitfalls How BMW Got Banned By Google SEO Study: Source: news.bbc.co.uk Private & Confidential: Presentation 21 Aug 2009
  42. 42. How To Avoid Black Hat SEO Companies • No one can guarantee a #1 ranking on Search Engines We will submit your site to 1,000 Search Engines! • Guarantees ranking, but only on obscure, long keyword phrases you would get anyway • Promises quick or even instant results We can rank your site in 48 hours! • Be careful if a company is secretive or won't clearly explain what they intend to do it’s a trade secret OR We know a guy at Google • You should never have to link to an SEO We will get thousands of links to your site! • Be sure to understand where the money goes Have your site optimized and promoted for only $71.95 a month! Private & Confidential: Presentation 21 Aug 2009
  43. 43. Let Us Have Your Questions • Drop us your name card for a copy of this presentation • For for a more in-depth understanding of Search Engine Marketing & Google Analytics, find us at adrian@clicktrue.biz www.clicktrue.biz or Google It Private & Confidential: Presentation 21 Aug 2009

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