Seo Presentation

SEARCH ENGINE OPTIMISATION
Eurofins - Len Dierickx - 2010

Agenda
Introduction: what is this all about?
How Google and other Search Engines work
Keyword research
On/Off page factors
An example

Introduction
Optimisefor organic growth
Search Engines eat organic content

Introduction
It’s magic
How Google Search Engines work

Introduction
Which keyword to use?
Keyword research

Introduction
SEO is about content
On/Off page factors

How Google Search Engines work

How Google Search Engines work:Step 1 – Graph - Discovery
Google datacenters
Spider/Robot
Website discovery
1
Searchresult
Eurofinswebsites

How Google Search Engines work:Step 1 - Discovery
Discovery of a website
Spidersactlike real visitors
Spidersfollowlinks to Eurofinswebsite:
Facebookpages
Linked in groups
URL sign-up: tellsearchenginesthatyoursiteexists
Google Analytics
Sitemaps
Spider/Robot
Website discovery
1
Eurofinswebsites

How Google Search Engines work:Step2 – Graph – Data extraction
2
Google datacenters
Spider/Robot
Website discovery
1
Searchresult
Eurofinswebsites

How Google Search Engines work:Step 2 – Data extraction
Extraction of datafrom a webpage
Spidersread/downloadthewebpageand usepartsof thetext.
Title
Description
Content
Image names
Links
2
Spider/Robot
Website discovery
1
Eurofinswebsites

How Google Search Engines work:Step3 - Graph
2
3
Google datacenters
Spider/Robot
Website discovery
1
Searchresult
Eurofinswebsites

How Google Search Engines work:Step 3
2
3
Google datacenters
Spider/Robot
Calculation and distribution
Based on a patented ranking algorithm, Google calculatestheimportance of a webpageforkeywords.

How Google Search Engines work:Step4 - Graph
2
3
Google datacenters
Spider/Robot
4
Website discovery
1
Searchresult
Eurofinswebsites

How Google Search Engines work:Step 4
Searchengineresults
Google updateslocalindexescontinuously: page rank changes all thetime
Resultpages come from a local Google server
Visitorcomingfrom Google uselocal Google websites: google.de, google.it, google.nl ,...
Visitorschangethelanguages of theresultpages
Page rank canbetracked and monitoredthrough a serviceprovidedby Google.

Google's mission: to organize the world's information and make it “universally accessible and useful”.
We are constantly working to provide you with more relevant results so that you find what you're looking for faster.
http://www.google.com/intl/en/corporate/

Keyword research

Keyword research
Research before you write
Create relevant content for Google’s customers

Keyword research
Which subject is important?
What’s hot, what’s the focus of the business
Which words are visitors using?
Kit numbers / Names / Compounds / …
Do you provide the right content?
Are you speaking the same language: testing VS analyses

Keyword research
Find keywords
that already work for your pages with Google Analytics
Can you do any better with those keywords?
used with the internal search engine logged in Google Analytics
What are customers looking for and do they find it?
with keyword suggestion tool from Google
Target keywords to your location and language
Match with keywords found in Google Analytics

Keyword research: Google search results
All keywords coming from searches in Google and other search engines are visible:
Last month:
Over 1000 hits from Google per month, sounds good?

Keyword research: Google search results

Keyword research: Google search resultsCan we improve?
The keyword “listeria” generated 52 hits coming from 2 computers located in Viborg, Denmark, using Google with a browser called Internet Explorer. Visits lasted less then a seconds.
Most probably an existing customer?
Highest scoring keyword, but doesn’t generate traffic: Eurofins Denmark website only appears on Google SERP 7

Filter your keywords

Keywords containing “Listeria”: 73 visits

Second best keyword containing “listeria”
listeriamonocytogenes
Worldwide monthly search volume 33.600
Local search volume in Denmark 110
Eurofins captured search volume 7

Keyword research: international market share for “listeriamonocytogene”
0,02%

Keyword research: local market share for “listeriamonocytogene”
7,7%

Keyword research: local market share for “listeriamonocytogene”
High potential for generating more traffic.
It’s already working, just need a little bit extra work.

Keyword research: Internal search results
Keywords used in the websites’ internal search
Last 2 months:
Search without results:
4% of visitors uses the search box
50%bounces
People do not find what they are looking for: jobs VS careers

Pais
Prices
Jobs

Visitors from Denmark are interested in prices for Food/Feed services and Environmental services.
Rewrite above pages and refer to pricing policy

Why don’t you give Carlsberg breweries a call?

Keyword research: keyword suggesstion tools
Why use keyword suggestion tools?
To find new keyword pairs.
Analyses of “xyz”
To find relevant keywords
Optimising for the word “crtaszedg” is easyNo competition, no results either

Keyword research: keyword suggesstion tools
Google Insights for search
Determine overall market interest
Geographic spread of the searches
Possible new keywords
Google Adwords Keywords Suggestion
Local and international volume
Find real keyword suggestions, used by real people

Keyword research: keyword suggestion toolsGoogle Insight for search

Keyword research: keyword suggestion toolsGoogle Adwords Keywords Suggestion

Keyword research: the competition
Is your competitor on Google and on which position are they?
Count Google results:food analysis laboratory – 7.730.000 results
Count back links: http://www.google.com/search?sourceid=chrome&ie=UTF-8&q=link:http://www.eurofins.com
Count keywords: http://www.seochat.com/seo-tools/keyword-density/
Compare with Open Site Explorerhttp://www.opensiteexplorer.org/

Keyword research: the competition

On and Off page factors

On Page factors: URL – WebAddres
http://www.eurofins.fr/
analyses/
produits-alimentaires/
ogm-et-genotypage/
genotypage/
genotypage-ovin/
tremblante-du-mouton.aspx

On Page factors: URL – Webaddress
“having keywords from the post title in the url also can help search engines judge the quality of a page.”Matt Cutts
Don’t over do it (see previous slide)
Less than 100 characters

On Page factors: Title
Keywords should be put into the title: no exceptions
Don’t try to be witty or use metaphors: Google doesn’t have a sense of humor

On Page factors: Description
Keywords should be put into the description: no exceptions
Don’t stuff the description with keywords. Write a clear and concise page description.

On Page factors: Headers
Keywords should be put into the headers: no exceptions
Document structure corresponds to the importance of the content: important content comes first, details later

On Page factors: Content
Keywords should take between 3% and 6% of the content space.
Focus on the keywords and reuse them wherever you can.
Write 50% less then you would for a printed flyer

On Page factors: Content
Focus. Write your page for 1 subject, using 1 or 2 keyword pairs.
Do you need really need this page?Maybe the pages that already generate traffic need your attention.

On Page factors: Emphasize keywords
Keywords should be marked as bold
Use sparingly

On Page factors: Keyword order
Keyword pairs should be written in the same order
Does your URL contain the keywords in the same order?

On Page factors: Images
Use keywords for image names instead of DC12345.jpg
Does your ALT or TITLE text match the keyword?
Remove redundant meta data from the file name:
Bad: version1-mypresentation-2008-bldi-approvedby-fhepdf.ppt
Good: foodanalyses.ppt

On Page factors: Links
Use keywords in the linktext, never use “click here”, “download this”, “do that”.
Download the food analyses presentation
Grrr, where is the link?Only use underline for links, never for text.

On Page factors: Links
Only link to high quality sites
Make sure to verify your links (ask for the broken link report)

Off Page factors: Linkbuilding
Link popularity is still a major factor in getting high Google rankings.
Use the Eurofins websites (over 200 real website) to build link networks
Ask publishers, press and external webmasters (foodnavigator.com) to link deep, not to the homepage

Off Page factors: Linkbuilding
Don’t break incoming links by un-publishing pages or verify backlinks before you dolink:www.eurofins.com/en.aspx
Build links slowly: don’t spam and create your network in 1 day

Off Page factors: Competition
Build more and better links than your competitor
Add more keyword rich content to your page, rewrite the page to show higher keyword density than your competitor
Compare with Open Site Explorer to know how many more links you have to build, how many keywords is sufficient.http://www.opensiteexplorer.org/

An example

An example: “jordgrundvand” for “www.eurofins.dk”
Keyword research
Which page is known by Google?
Search for “jorggrundvandsite:www.eurofins.dk”Top result: http://www.eurofins.dk/dk/milj0/jord--grundvand.aspx+ many many more: 52 results
Pagerank is distributed over 52 pages

Keyword research
Which page already receives traffic logged by Google Analytics?
5 hits in the last 6 months for the combined word “jordgrundvand”
58 hits for “jord”+keyword(s)
15 hits for “grundvand”+keyword(s)

Google page 1 plus paid placement
39 visits

Keyword research
Does the internal search provide us with more details?
Similar results: 0 search for both “jord” and “grundvand”
22 searches for “jord”+keyword(s)
0 searches for “grundvand”
“Jordprove” is a returning keyword

“jordprøver” looks promising
Keyword volume is high with periodical peaks (G. rating: 22 / 100)
Competition is moderate (16.300 results)
Search started in February 2008: legislation implemented at that time?
Mainly Copenhagen based
Eurofins.dk search results shows a page from Fødevarer & Agro ( jordprøversite:www.eurofins.dk )

Keyword research
Customers rarely search for both “jord” and “grundvand” at the same time
“jord” should be the focus search term

An example: Filtered results for keywords containing “jord”
161 search results
in 6 months
87 PAID results

Keyword research with Google Search Insight complements our internal data:
“jordgrundvand” keyword pair very low search volume (G. rating: 2 / 100)
“jord” high search volume (G. rating: 75 / 100)

On page factors
Keyword density for Eurofins
“jordoggrundvand”
5 occurrences
Density: 1.39%
Keyword density for competitor Ramboll
“jordoggrundvand”
6 occurrences
Density: 0.76%

An example: “jord grundvand” for “www.eurofins.dk”
Off page factors

An example: “jord grundvand” for “www.eurofins.dk”
Recommendations
Build a page for “jordprovening”
Split pages for “jord” and grundvand”
Reduce the number of pages with keyword pair “jordoggrundvand” occurrences
Increase keyword count for “jordoggrundvand”
Linkbuilding is much better than the competitors

Thank you for your attention.
Email: webmaster@eurofins.com
Mobile: +352 62 12 298 97

Images reused under CC License
AlphaTangoBravo / Adam Baker – Slide 3 – Landscape with treehttp://www.flickr.com/photos/atbaker/156461852/sizes/l/
Stefan Baudy – Slide 5 – Question mark
http://www.flickr.com/photos/-bast-/349497988/sizes/l/in/photostream/
Adulau – Slide 6 – Notebook and pen
http://www.flickr.com/photos/adulau/149754989/sizes/l/in/photostream/
Stevendepolo – Slide 7 - Ace of Spades Card Deck Trick Magic
http://www.flickr.com/photos/stevendepolo/4028160820/sizes/z/in/photostream/
Kaibara87 – Slide 26 – Bacteria
http://www.flickr.com/photos/kaibara/2234750993/sizes/o/in/photostream/

Seo Presentation

by Len Dierickx on Sep 14, 2010

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