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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
    • Search Engine Marketing:
    SEM = SEA + SEO
  • 3. The Funnel
    • http://altex.ee/disain/funnel-flat.pdf
  • 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.
    • Most users click on organic results
    • Excellent content is needed
    • You need to know what people search for before you offer it to them
    • You need to speak their language
    Innovative Internet Marketing TM Internet Marketing
  • 9. Searcher Types
    • Depends on their Intends
      • Navigational searches
      • Informational searches
      • Transactional searches
  • 10. How search engines work Innovative Internet Marketing TM Internet Marketing
  • 11. Process
    • Search engines visit websites automatically
    • They index documents
    • Carry through queries
    • Put results in order
    • RELEVANCY
    • POPULARITY
    Innovative Internet Marketing TM Internet Marketing
  • 12. SERP CTR
    • Description (ca 45%)
    • Title (ca 30%)
    • URL (ca 20%)
    • Other – Cached, Similar (ca 5%)
    Innovative Internet Marketing TM Internet Marketing
  • 13. SEO three legs Technical Linking Content Innovative Internet Marketing TM Internet Marketing
  • 14. 1. Technical
    • Website “kitchen”
    • CMS
    • Stability
    • Server
    Innovative Internet Marketing TM Internet Marketing
  • 15. 2. Content
    • Keyword research
    • Content creation
    • Not just text
    Innovative Internet Marketing TM Internet Marketing
  • 16. 3. Linking
    • Internal – links on my site
    • Cross – links between our sites
    • External – links pointing to my site from outside
    Innovative Internet Marketing TM Internet Marketing
  • 17. Onsite and Offsite
  • 18. Ranking factors
    • There are many
    • Let’s focus on these that you can control !
  • 19. First: indexing issues...
    • Session based URLs
    • Dynamic URLs
    • 200+ links per page
    • Frames
    • Pages available through “secret doors”
    • Pages available from “drop-down” menu
    • Pages available after redirects
    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
    • Tool needed:
      • Google Adwords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
      • Web Developer Toolbar http://chrispederick.com/work/web-developer/
  • 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
    • Tools needed:
      • Web Developer Toolbar
      • Site speed tool: http://www.websiteoptimization.com/services/analyze/
  • 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
    • Tools needed:
      • Google Analytics: http://www.google.com/analytics
      • Validator: http://www.w3.org/
      • Broken link check: http://home.snafu.de/tilman/xenulink.html
  • 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
    • Tools needed:
      • Backlink checker: http://www.backlinkwatch.com/index.php
      • Yahoo Site Explorer: https://siteexplorer.search.yahoo.com/
      • TouchGraph: http://www.touchgraph.com/
      • Google Webmaster Central: http://www.googl.com/webmasters/tools
  • 55.
    • [email_address]
    • skype: tonish50
    • www.altex.ee
    Thank you! Innovative Internet Marketing TM Internet Marketing

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