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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 Tõnis Hinnosaar: Getting Along with Search Engines Presentation Transcript

    • Getting Along with Search Engines: SEO Tips Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
    • Where we stand
      • Search Engine Marketing:
      SEM = SEA + SEO
    • The Funnel
      • http://altex.ee/disain/funnel-flat.pdf
    •  
    • SEO & SEA long tail Innovative Internet Marketing TM Internet Marketing
    • SEM is becoming the key element for online user behaviour Innovative Internet Marketing TM Internet Marketing
    • Why is it difficult? Innovative Internet Marketing TM Internet Marketing
      • 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
    • Searcher Types
      • Depends on their Intends
        • Navigational searches
        • Informational searches
        • Transactional searches
    • How search engines work Innovative Internet Marketing TM Internet Marketing
    • Process
      • Search engines visit websites automatically
      • They index documents
      • Carry through queries
      • Put results in order
      • RELEVANCY
      • POPULARITY
      Innovative Internet Marketing TM Internet Marketing
    • SERP CTR
      • Description (ca 45%)
      • Title (ca 30%)
      • URL (ca 20%)
      • Other – Cached, Similar (ca 5%)
      Innovative Internet Marketing TM Internet Marketing
    • SEO three legs Technical Linking Content Innovative Internet Marketing TM Internet Marketing
    • 1. Technical
      • Website “kitchen”
      • CMS
      • Stability
      • Server
      Innovative Internet Marketing TM Internet Marketing
    • 2. Content
      • Keyword research
      • Content creation
      • Not just text
      Innovative Internet Marketing TM Internet Marketing
    • 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
    • Onsite and Offsite
    • Ranking factors
      • There are many
      • Let’s focus on these that you can control !
    • 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
    • 1. Onsite Factors
    • Page Title Innovative Internet Marketing TM Internet Marketing
    • Headings (H1 ...) Innovative Internet Marketing TM Internet Marketing
    • Anchor text Innovative Internet Marketing TM Internet Marketing
    • Link magnets Innovative Internet Marketing TM Internet Marketing
    • Unique content Innovative Internet Marketing TM Internet Marketing
    • Redirects (301) Innovative Internet Marketing TM Internet Marketing
    • Image ALT text Innovative Internet Marketing TM Internet Marketing
    • TASK 1
      • Tool needed:
        • Google Adwords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
        • Web Developer Toolbar http://chrispederick.com/work/web-developer/
    • (Sub)domain name Innovative Internet Marketing TM Internet Marketing
    • Keyword usage in first 25 -100 words Innovative Internet Marketing TM Internet Marketing
    • Keyword use in body text Innovative Internet Marketing TM Internet Marketing
    • Update frequency Innovative Internet Marketing TM Internet Marketing
    • Sitemap – linked from each page Innovative Internet Marketing TM Internet Marketing
    • JavaScript links Innovative Internet Marketing TM Internet Marketing
    • Download time Innovative Internet Marketing TM Internet Marketing
    • TASK 2
      • Tools needed:
        • Web Developer Toolbar
        • Site speed tool: http://www.websiteoptimization.com/services/analyze/
    • Keyword density Innovative Internet Marketing TM Internet Marketing
    • Optimising images Innovative Internet Marketing TM Internet Marketing
    • Page URL Innovative Internet Marketing TM Internet Marketing
    • Meta Description Innovative Internet Marketing TM Internet Marketing
    • 404 error page Innovative Internet Marketing TM Internet Marketing
    • HTML / CSS validation Innovative Internet Marketing TM Internet Marketing
    • Robots.txt Innovative Internet Marketing TM Internet Marketing
    • Sitemap.xml Innovative Internet Marketing TM Internet Marketing
    • Broken links Innovative Internet Marketing TM Internet Marketing
    • 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
    • 2. Offsite Factors
    • External link anchor text Innovative Internet Marketing TM Internet Marketing
    • Linking page quality Innovative Internet Marketing TM Internet Marketing
    • Nr. of links on linking page Innovative Internet Marketing TM Internet Marketing
    • Variety of links Innovative Internet Marketing TM Internet Marketing
    • SERP CTR Innovative Internet Marketing TM Internet Marketing
    • Domain/brand search volume Innovative Internet Marketing TM Internet Marketing
    • 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
      • [email_address]
      • skype: tonish50
      • www.altex.ee
      Thank you! Innovative Internet Marketing TM Internet Marketing