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SED09 Utilising Seo
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SED09 Utilising Seo

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Helsinki School of Economics SUmmer Course material.

Helsinki School of Economics SUmmer Course material.

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  • 1. Utilising search engines in site promotion How to make most out of search engines and support site find ability
  • 2. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 3. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 4. What is Search Engine Optimisation (SEO)?
    • Search Engine Optimization is the use of search engines to draw traffic to a web site. It is the technique of attaining a higher ranking in search engines and directories via changes to a site to make it more search engine compatible .
  • 5. What is Search Engine Optimisation (SEO)?
    • Search engines use software robots , referred to as bots , crawlers and spiders , to surf, store and index web sites’ content.
    • Search engines then use different algorithms which automatically rank sites and pages to appear in a given order for particular end-user searches, trying to list most relevant sites with best quality content on top.
    • These so-called natural or organic search listings should be looked at first when boosting site visibility in search engines – marketing activities follow.
    • Basic optimisation means following few easy steps, discussed in next slides, to make sure the site is search engine friendly – as well as being visitor-friendly.
    • Big search engine players – Google, Yahoo! and MSN – should be taken into account first, followed by local and possible industry-specific search engines.
    Pauliina Henttonen: Intl. facts in the making
  • 6. RATIONALE: How Internet consumers mostly find Web sites?
    • ----------------------------------------------- Search engines: 81% Link from another site: 59% Viral marketing (word of mouth): 56% TV: 48% Guessed URL: 41% Online advertising: 20% Radio: 19% Direct mail: 10% -------------------------------------------
    Source: Forrester Research, 2004 Search engines are at the core in driving traffic to online service and online campaigns!
  • 7. Search engines differ from one another by their structure and data collection tecniques
    • Search engines classify into
      • CRAWLERS: e.g. Google
      • DIRECTORIES: e.g. traditional Yahoo
      • META ENGINES: e.g. Vivisimo
      • PAID INCLUSION ENGINES: e.g. Google AdWords, Yahoo/Overture
    • Crawler-based SEs use software called robots, spiders, or crawlers to add new pages to its database which is called index.
    • Directories use human power for that.
    • After a site has been included into an index of a crawler-based search engine, it will appear in the search engine results, and its position for a certain search query depends on how relevant the spider finds the site’s pages for this query.
    • Directory listings are very influential for search engine positions.
    Different strategies are needed for optimising sites for different kind of engines
  • 8. Traffic arising from search engines is highly relevant for any brand, manufacturer or site operator
    • Major search engines attract more distinct visitors than almost any other Web site . Yahoo! alone boasts 65 million registered users!
    • 85% of all Internet user sessions involve someone browsing at a search engine . Your search engine ranking determines a major slice of your site traffic.
    • Consumers use search engines to locate and buy goods or to research many decisions (such as choosing a vacation destination, medical treatment or election vote).
    • People finding sites via search engines are more qualified targets for products and services because they have actively sought out the site by typing a search phrase directly related to the site content.
    Search engines are business-generators!
  • 9. Search results can have an major and direct impact also to online product sales
    • Serving the whole chain of "Search-Find-Obtain" should become the core element of any e-commerce actor’s business planning
    SEARCH FIND OBTAIN E-Commerce site
  • 10. Why to optimise?
    • Research of where Web searches tend to look first in the search result page
    Source: Gord Hotchkiss, http://www.enquiro.com/eye-tracking-pr.asp The HOT area
  • 11. Special case on site design – Flash components
    • As crawlers do not ’care’ about site visuals, site implemented mostly in FIash have to take actions to ensure their rankings:
      • Leverage metatags at key pages
      • Create Welcome pages for crawlers
      • Create sitemaps in plain HTML and submit these to crawlers
      • Maximize external linking
      • Create a non-Flash version (e.g. low-graphics. NOTE: opportunity used also for mobiles)
    • Flash is not a showstopper for SEO, it just requires its own techniques.
    Flash is the most common plug-in to web browsers http://www.macromedia.com/software/player_census/flashplayer/tech_breakdown.html
  • 12. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 13. Search Engine Optimization actions - site design
    • In web site design, several findability factors need to be taken into account
    • Navigational design  navigation can be crawled by search engine crawler.
    • Metadata design  though metadata does not affect findability and search result ranking, it is used in the presentation of search results in listings. Description is valuable, and keywords usually help site internal search engines.
    • Quality assurance
      • all pages have understandable and descriptive titles
      • names of images are accurate and descriptive
      • broken links do not exist
    • Copywriting  write high-quality copy, include all synonyms of important words & phrases.
    • Robot support  robots are supported and directed with correct follow and index definitions where needed.
  • 14. Search Engine Optimization actions - submission
    • Search engines do not know about newly created sites automatically, and engines can be helped in finding them for quicker inclusion and indexing
    • All search engines allow free submission of URLs of web sites. Also URLs of subsections can be submitted, depending on search engine.
    • Effect of submission varies from zero to good. Search engine providers do not guarantee results.
    • Submission is an inexpensive activity that is always worth doing.
  • 15. Search Engine Optimization actions - affiliates, partners & media sites
    • Search engine algorithms, such as Google’s infamous PageRank, continuously trace cross-site linkages to identify trusted and relevant sites
    • Links from other important sites have a strong impact to findability.
    • Also easy cases, such as linkages between local implementations of global corporate sites should be taken care of.
    • As an example, the more big news sites and media sites have links to the site, the more credible it will be.
    • This also applies to categorized directories that list sites.
  • 16. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 17. Basics of Search Engine Marketing (SEM)
    • Search Engine Marketing typically refers to keyword purchases.
    • A client purchases selected keywords and gets ad placement in search engine listing (such as sponsored links or results ).
    • The most common placements are
      • Text ads
      • Banners
      • Paid listings (better ranking in results)
    • Placement is priced by billing clicks only (CPC)
    • Impression-based billing is rare.
  • 18. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 19. Start with as-is analysis, then select activities As-Is Analysis Optimization Marketing Metrics CMS & Metrics Integration Search relevant phrases with major search engines & document results to have as-is base study  compose plan for optimisation steps Compose metadata to support pages, enhance copywriting where needed, take care of partner sites linking and site submission to engines Define business case for SEM, make media plan & choose engines & services to use for marketing (keyword purchases, banners, etc.) Use site metrics system to track how many visitors were acquired through SEO and SEM activities. Make sure that in the long run, CMS supports metadata use, metrics systems keep tracking search engines and SEO is used in an everyday content-creation processes
  • 20. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap
  • 21. Activities vary from content design, marketing and analysis
    • Search engine studies create a solid base for optimization
      • Results of searches should be studied continuously to guarantee a fact-based premise to optimization
    • Search engine optimization methods could be used
      • Immediate optimization in web design: metadata, linkage, images
      • Submission
      • Efficient media relationships give a boost to link-based rankings
    • Search engine marketing operations are sometimes very important
      • Marketing, keyword purchases, AdWords etc.
      • Paid placement, paid inclusion
      • Promoting the site (affiliate marketing, banners, e-mail campaigns) strengthens its position in searches
    • Long-term optimization is required to successful online life cycle
      • Web metrics is a necessary part of long-term optimization: it is impossible to optimize in cost-efficient way if search engine results are not tracked.
      • Development of content management tools needs to be connected to search engine optimization activities to guarantee the efficiency in processes.
  • 22. Web Site Development Work Process