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Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
Tõnis Hinnosaar: Getting Along with Search Engines
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Tõnis Hinnosaar: Getting Along with Search Engines

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  • 1. Getting Along with Search Engines: SEO Tips Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
  • 2. Where we stand <ul><li>Search Engine Marketing: </li></ul>SEM = SEA + SEO
  • 3. The Funnel <ul><li>http://altex.ee/disain/funnel-flat.pdf </li></ul>
  • 4.  
  • 5. SEO & SEA long tail Innovative Internet Marketing TM Internet Marketing
  • 6. SEM is becoming the key element for online user behaviour Innovative Internet Marketing TM Internet Marketing
  • 7. Why is it difficult? Innovative Internet Marketing TM Internet Marketing
  • 8. <ul><li>Most users click on organic results </li></ul><ul><li>Excellent content is needed </li></ul><ul><li>You need to know what people search for before you offer it to them </li></ul><ul><li>You need to speak their language </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 9. Searcher Types <ul><li>Depends on their Intends </li></ul><ul><ul><li>Navigational searches </li></ul></ul><ul><ul><li>Informational searches </li></ul></ul><ul><ul><li>Transactional searches </li></ul></ul>
  • 10. How search engines work Innovative Internet Marketing TM Internet Marketing
  • 11. Process <ul><li>Search engines visit websites automatically </li></ul><ul><li>They index documents </li></ul><ul><li>Carry through queries </li></ul><ul><li>Put results in order </li></ul><ul><li>RELEVANCY </li></ul><ul><li>POPULARITY </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 12. SERP CTR <ul><li>Description (ca 45%) </li></ul><ul><li>Title (ca 30%) </li></ul><ul><li>URL (ca 20%) </li></ul><ul><li>Other – Cached, Similar (ca 5%) </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 13. SEO three legs Technical Linking Content Innovative Internet Marketing TM Internet Marketing
  • 14. 1. Technical <ul><li>Website “kitchen” </li></ul><ul><li>CMS </li></ul><ul><li>Stability </li></ul><ul><li>Server </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 15. 2. Content <ul><li>Keyword research </li></ul><ul><li>Content creation </li></ul><ul><li>Not just text </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 16. 3. Linking <ul><li>Internal – links on my site </li></ul><ul><li>Cross – links between our sites </li></ul><ul><li>External – links pointing to my site from outside </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 17. Onsite and Offsite
  • 18. Ranking factors <ul><li>There are many </li></ul><ul><li>Let’s focus on these that you can control ! </li></ul>
  • 19. First: indexing issues... <ul><li>Session based URLs </li></ul><ul><li>Dynamic URLs </li></ul><ul><li>200+ links per page </li></ul><ul><li>Frames </li></ul><ul><li>Pages available through “secret doors” </li></ul><ul><li>Pages available from “drop-down” menu </li></ul><ul><li>Pages available after redirects </li></ul>Innovative Internet Marketing TM Internet Marketing
  • 20. 1. Onsite Factors
  • 21. Page Title Innovative Internet Marketing TM Internet Marketing
  • 22. Headings (H1 ...) Innovative Internet Marketing TM Internet Marketing
  • 23. Anchor text Innovative Internet Marketing TM Internet Marketing
  • 24. Link magnets Innovative Internet Marketing TM Internet Marketing
  • 25. Unique content Innovative Internet Marketing TM Internet Marketing
  • 26. Redirects (301) Innovative Internet Marketing TM Internet Marketing
  • 27. Image ALT text Innovative Internet Marketing TM Internet Marketing
  • 28. TASK 1 <ul><li>Tool needed: </li></ul><ul><ul><li>Google Adwords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal </li></ul></ul><ul><ul><li>Web Developer Toolbar http://chrispederick.com/work/web-developer/ </li></ul></ul>
  • 29. (Sub)domain name Innovative Internet Marketing TM Internet Marketing
  • 30. Keyword usage in first 25 -100 words Innovative Internet Marketing TM Internet Marketing
  • 31. Keyword use in body text Innovative Internet Marketing TM Internet Marketing
  • 32. Update frequency Innovative Internet Marketing TM Internet Marketing
  • 33. Sitemap – linked from each page Innovative Internet Marketing TM Internet Marketing
  • 34. JavaScript links Innovative Internet Marketing TM Internet Marketing
  • 35. Download time Innovative Internet Marketing TM Internet Marketing
  • 36. TASK 2 <ul><li>Tools needed: </li></ul><ul><ul><li>Web Developer Toolbar </li></ul></ul><ul><ul><li>Site speed tool: http://www.websiteoptimization.com/services/analyze/ </li></ul></ul>
  • 37. Keyword density Innovative Internet Marketing TM Internet Marketing
  • 38. Optimising images Innovative Internet Marketing TM Internet Marketing
  • 39. Page URL Innovative Internet Marketing TM Internet Marketing
  • 40. Meta Description Innovative Internet Marketing TM Internet Marketing
  • 41. 404 error page Innovative Internet Marketing TM Internet Marketing
  • 42. HTML / CSS validation Innovative Internet Marketing TM Internet Marketing
  • 43. Robots.txt Innovative Internet Marketing TM Internet Marketing
  • 44. Sitemap.xml Innovative Internet Marketing TM Internet Marketing
  • 45. Broken links Innovative Internet Marketing TM Internet Marketing
  • 46. TASK 3 <ul><li>Tools needed: </li></ul><ul><ul><li>Google Analytics: http://www.google.com/analytics </li></ul></ul><ul><ul><li>Validator: http://www.w3.org/ </li></ul></ul><ul><ul><li>Broken link check: http://home.snafu.de/tilman/xenulink.html </li></ul></ul>
  • 47. 2. Offsite Factors
  • 48. External link anchor text Innovative Internet Marketing TM Internet Marketing
  • 49. Linking page quality Innovative Internet Marketing TM Internet Marketing
  • 50. Nr. of links on linking page Innovative Internet Marketing TM Internet Marketing
  • 51. Variety of links Innovative Internet Marketing TM Internet Marketing
  • 52. SERP CTR Innovative Internet Marketing TM Internet Marketing
  • 53. Domain/brand search volume Innovative Internet Marketing TM Internet Marketing
  • 54. TASK 4 <ul><li>Tools needed: </li></ul><ul><ul><li>Backlink checker: http://www.backlinkwatch.com/index.php </li></ul></ul><ul><ul><li>Yahoo Site Explorer: https://siteexplorer.search.yahoo.com/ </li></ul></ul><ul><ul><li>TouchGraph: http://www.touchgraph.com/ </li></ul></ul><ul><ul><li>Google Webmaster Central: http://www.googl.com/webmasters/tools </li></ul></ul>
  • 55. <ul><li>[email_address] </li></ul><ul><li>skype: tonish50 </li></ul><ul><li>www.altex.ee </li></ul>Thank you! Innovative Internet Marketing TM Internet Marketing

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