Tõnis Hinnosaar: Getting Along with Search Engines

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Tõnis Hinnosaar: Getting Along with Search Engines

  1. 1. Getting Along with Search Engines: SEO Tips Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
  2. 2. Where we stand <ul><li>Search Engine Marketing: </li></ul>SEM = SEA + SEO
  3. 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
  5. 6. SEM is becoming the key element for online user behaviour Innovative Internet Marketing TM Internet Marketing
  6. 7. Why is it difficult? Innovative Internet Marketing TM Internet Marketing
  7. 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
  8. 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>
  9. 10. How search engines work Innovative Internet Marketing TM Internet Marketing
  10. 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
  11. 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
  12. 13. SEO three legs Technical Linking Content Innovative Internet Marketing TM Internet Marketing
  13. 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
  14. 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
  15. 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
  16. 17. Onsite and Offsite
  17. 18. Ranking factors <ul><li>There are many </li></ul><ul><li>Let’s focus on these that you can control ! </li></ul>
  18. 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
  19. 20. 1. Onsite Factors
  20. 21. Page Title Innovative Internet Marketing TM Internet Marketing
  21. 22. Headings (H1 ...) Innovative Internet Marketing TM Internet Marketing
  22. 23. Anchor text Innovative Internet Marketing TM Internet Marketing
  23. 24. Link magnets Innovative Internet Marketing TM Internet Marketing
  24. 25. Unique content Innovative Internet Marketing TM Internet Marketing
  25. 26. Redirects (301) Innovative Internet Marketing TM Internet Marketing
  26. 27. Image ALT text Innovative Internet Marketing TM Internet Marketing
  27. 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>
  28. 29. (Sub)domain name Innovative Internet Marketing TM Internet Marketing
  29. 30. Keyword usage in first 25 -100 words Innovative Internet Marketing TM Internet Marketing
  30. 31. Keyword use in body text Innovative Internet Marketing TM Internet Marketing
  31. 32. Update frequency Innovative Internet Marketing TM Internet Marketing
  32. 33. Sitemap – linked from each page Innovative Internet Marketing TM Internet Marketing
  33. 34. JavaScript links Innovative Internet Marketing TM Internet Marketing
  34. 35. Download time Innovative Internet Marketing TM Internet Marketing
  35. 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>
  36. 37. Keyword density Innovative Internet Marketing TM Internet Marketing
  37. 38. Optimising images Innovative Internet Marketing TM Internet Marketing
  38. 39. Page URL Innovative Internet Marketing TM Internet Marketing
  39. 40. Meta Description Innovative Internet Marketing TM Internet Marketing
  40. 41. 404 error page Innovative Internet Marketing TM Internet Marketing
  41. 42. HTML / CSS validation Innovative Internet Marketing TM Internet Marketing
  42. 43. Robots.txt Innovative Internet Marketing TM Internet Marketing
  43. 44. Sitemap.xml Innovative Internet Marketing TM Internet Marketing
  44. 45. Broken links Innovative Internet Marketing TM Internet Marketing
  45. 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>
  46. 47. 2. Offsite Factors
  47. 48. External link anchor text Innovative Internet Marketing TM Internet Marketing
  48. 49. Linking page quality Innovative Internet Marketing TM Internet Marketing
  49. 50. Nr. of links on linking page Innovative Internet Marketing TM Internet Marketing
  50. 51. Variety of links Innovative Internet Marketing TM Internet Marketing
  51. 52. SERP CTR Innovative Internet Marketing TM Internet Marketing
  52. 53. Domain/brand search volume Innovative Internet Marketing TM Internet Marketing
  53. 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>
  54. 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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