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  • The main subject of the presentation is about organic search engine optimisation not search engine marketing.We will look at ways to get page 1 rankings by rewriting the content and by building links without the need of paid advertisingAlphaTangoBravo / Adam Baker – Slide 3 – Landscape with treehttp://www.flickr.com/photos/atbaker/156461852/sizes/l/
  • No its not magic, it’s just knowing how search engines work and how to use that to your advantage.Black hat and white hat wizards: we will be focusing on white hat, long term practices.Black hat tricks are short-lived, and Google is always 1 step behind although not for a long time. Algorithm changes are introduced continuously.Stevendepolo – Slide 7 - Ace of Spades Card Deck Trick Magic http://www.flickr.com/photos/stevendepolo/4028160820/sizes/z/in/photostream/
  • If Google wants to provide the best results for a given keyword, what is that keyword?What and how many keywords are people using when searching Google?Is the keyword we thought of any good?Are we already getting traffic from Google?Stefan Baudy – Slide 5 – Question mark http://www.flickr.com/photos/-bast-/349497988/sizes/l/in/photostream/
  • Google is looking for content that has been written by real people, well written (did you spellcheck?), clear and consice.Google doesn’t care about which server your websites runs, Google doesn’t care about the code used to represent the websiteGoogle cares about content, text. Google is blind and doesn’t care about fancy graphics, colors, or pictures (well, pictures can be art of the SEO strategy …)Google cares about how popular your page is,whether people like your page and link to it, just because it is well written and interesting content.Adulau – Slide 6 – Notebook and penhttp://www.flickr.com/photos/adulau/149754989/sizes/l/in/photostream/
  • http://en.wikipedia.org/wiki/PageRank6,018,733 Methods for iteratively and interactively performing collection selection in full text searches (Infoseek Corporation)6,453,315 Meaning-based information organization and retrieval (Oingo, Inc.)6,526,440 Ranking search results by reranking the results based on local inter-connectivity (Google, Inc.)6,529,903 Methods and apparatus for using a modified index to provide search results in response to an ambiguous search query (Google, Inc.)6,678,681 Information extraction from a database (Google, Inc., with a later partial assignment to The Board of Trustees of the Leland Stanford Junior University)6,725,259 Ranking search results by reranking the results based on local inter-connectivity (Google, Inc.)6,728,705 System and method for selecting content for displaying over the internet based upon some user input (Disney Enterprises, Inc.)6,754,873 Techniques for finding related hyperlinked documents using link-based analysis (Google, Inc.)6,839,702 Systems and methods for highlighting search results (Google, Inc.)6,865,575 Methods and apparatus for using a modified index to provide search results in response to an ambiguous search query (Google, Inc.)6,941,293 Methods and apparatus for determining equivalent descriptions for an information need (Google, Inc.)7,028,029 Adaptive computation of ranking (The Board of Trustees of the Leland Stanford Junior University)7,096,214 System and method for supporting editorial opinion in the ranking of search results (Google, Inc.)7,136,854 Methods and apparatus for providing search results in response to an ambiguous search query (Google, Inc.)7,146,358 Systems and methods for using anchor text as parallel corpora for cross-language information retrieval (Google, Inc.)7,194,684 Method of spell-checking search queries (Google, Inc.)7,213,198 Link based clustering of hyperlinked documents (Google, Inc.)7,222,299 Detecting quoted text (Google, Inc.)7,231,393 Method and apparatus for learning a probabilistic generative model for text (Google, Inc.)7,249,121 Identification of semantic units from within a search query (Google, Inc.)7,231,399 Ranking documents based on large data sets (Google, Inc.)7,254,580 System and method for selectively searching partitions of a database (Google, Inc.)7,254,689 Decompression of block-sorted data (Google, Inc.)7,260,573 Personalizing anchor text scores in a search engine (Google, Inc.)7,272,601 Systems and methods for associating a keyword with a user interface area (Google, Inc.)7,281,008 7,281,008 Systems and methods for constructing a query result set (Google, Inc.)7,296,016 Systems and methods for performing point-of-view searching (Google, Inc.)7,302,645 Methods and systems for identifying manipulated articles (Google, Inc.)7,305,380 Systems and methods for performing in-context searching (Google, Inc.)7,305,610 Distributed crawling of hyperlinked documents (Google, Inc)7,308,643 Anchor tag indexing in a web crawler system (Google, Inc.)7,310,633 Methods and systems for generating textual information (Google, Inc.)7,333,976 Methods and systems for processing contact information (Google, Inc.)7,346,839 Information retrieval based on historical data (Google, Inc.)7,350,187 System and methods for automatically creating lists (Google, Inc.)7,363,291 Methods and apparatus for increasing efficiency of electronic document delivery to users (Google, Inc.)7,383,258 Method and apparatus for characterizing documents based on clusters of related words (Google, Inc.)7,386,438 Identifying language attributes through probabilistic analysis (Google, Inc.)7,386,543 System and method for supporting editorial opinion in the ranking of search results (Google, Inc.)7,392,244 Methods and apparatus for determining equivalent descriptions for an information need (Google, Inc.)7,401,072 Named URL entry (Google, Inc.)7,409,383 Locating meaningful stopwords or stop-phrases in keyword-based retrieval systems (Google, Inc.)7,412,708 Methods and systems for capturing information (Google, Inc.)7,421,651 Document segmentation based on visual gaps (Google, Inc.)7,424,478 System and method for selecting content for displaying over the internet based upon some user input (Google, Inc.)7,437,351 Method for searching media (Google, Inc.)7,437,353 Systems and methods for unification of search results (Google, Inc.)7,440,968 Query boosting based on classification (Google, Inc.)7,447,678 Interface for a universal search engine (Google, Inc.) – Analysis – Google Universal Search Patent Granted, November 4, 2008.7,451,120 Detecting novel document content, (Google, Inc.) – Analysis – Google Using Novel Content as a Ranking Signal?, November 11, 20087,451,129 System and method for providing preferred language ordering of search results (Google, Inc.), November 11, 20087,451,130 System and method for providing preferred country biasing of search results (Google, Inc.) – Analysis – Changing Google Rankings in Different Countries for Different Searchers, November 11, 20087,451,398 Providing capitalization correction for unstructured excerpts (Google, Inc.), November 11, 20087,454,398 Support for object search (Google, Inc.), November 18, 20087,454,417 Methods and systems for improving a search ranking using population information (Google, Inc.) – Analysis – How Google Might Personalize Search Results Outside of Personalized Search, November 18, 20087,464,090 Object categorization for information extraction (Google Inc.)7,467,131 Method and system for query data caching and optimization in a search engine system (Google Inc.)7,475,063 Augmenting queries with synonyms selected using language statistics (Google, Inc.)7,475,071 Performing a parallel nearest-neighbor matching operation using a parallel hybrid spill tree (Google, Inc.)7,478,033 Systems and methods for translating Chinese pinyin to Chinese characters (Google, Inc.)7,483,881 Determining unambiguous geographic references (Google, Inc.)7,487,145 Method and system for autocompletion using ranked results (Google, Inc.)7,499,940 Method and system for URL autocompletion using ranked results (Google, Inc.)
  • Writing a product page or new item without knowing which keywords you need to target might result in high rankings, but rarely result in the rankings for the keywords you want. Know your keywords before you start writing, this simplifies and shortens the process.If you think of SEO as an additional task after everything has been put online, you have lost half the battle.Know what your customers are searching for, don’t guess. Your guess is probably wrong.Use the available tools from Google to find out if customers actually use the keywords you are thinking of.
  • Start with the main subject the business wants to promote and create a list of keywords that you are interested in.What is hot at the moment?Which part of your business needs a boost?Every division and every country will have different keyword priorities.This list will be used to refine the strategy, to guide the search for keywords. Look at Google Analytics to find out what people are actually searching for.Traffic from Google is between 25% and 60% looking at the Eurofins national websites and provides a good base to find out what words people are using. Is your content focused on what customers want?Do customers use the word “analyses” or do they prefer to talk about “tests”Writing content with words nobody ever uses will not provide any results.Unless you are waiting for that one large corporation that will Google that specific word, and click our link, and actually becomes a customer because of that one webpage that has been optimised for that specific keyword.Please, do let me know when that happens.
  • Google Analytics collects all the keywords that generated traffic to our websites.Not only from the Google search engine, but also from Bing, Yahoo, Baidu, etc …Most if not all keywords have been generated by accident: who has purposely optimised a page for a specific keyword and had real results?More then 1000 keywords by accident isn’t bad, but maybe we should try to model this stream to our advantage.
  • An example: last month - Danish website.52 hits generated by Google. Bounces: 100% ???1 page visited only (Eurofins Online page with links to external services)Average time on site 0seconds???Login to Google Analytics Go to Traffic source > Search Engines > GoogleFilter the list with psecific keywords you are looking for.
  • http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
  • http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
  • http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
  • http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
  • Google analytics allows you to filter down to see from which page a person search for that particular word.List all landing pages per keyword to get an idea on which pages are confusing for customers, or which pages miss crucial information.
  • Google analytics also allows you to see the internet provider of the visitor.Large companies renamed the firewall for easy identification.On a day of a press release you will see Reuters, Bloomberg accessing the press release.Google Analytics path:Visitors Network propertiesService providers
  • http://www.google.com/insights/search/#https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
  • Google Insight for search allows you to filter down to Countries, and cities, limit the language used by the customer (for example only danish words), see which keywords are used and growing at the moment.
  • AlphaTangoBravo / Adam Baker
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • http://video.google.com/videoplay?docid=-6860320126300142609#
  • The main subject of the presentation is about organic search engine optimisation not search engine marketing.We will look at ways to get page 1 rankings by rewriting the content and by building links without the need of paid advertisingAlphaTangoBravo / Adam Baker – Slide 3 – Landscape with treehttp://www.flickr.com/photos/atbaker/156461852/sizes/l/
  • Jordproiver looks promising, but we will look into that further

Seo Presentation Seo Presentation Presentation Transcript

  • 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
  • Keyword research: Google search resultsCan we improve?
    Filter your keywords
  • Keyword research: Google search resultsCan we improve?
    Keywords containing “Listeria”: 73 visits
  • Keyword research: Google search resultsCan we improve?
    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
  • Keyword research: Internal search results
    Pais
    Prices
    Jobs
  • Keyword research: Internal search results
    Visitors from Denmark are interested in prices for Food/Feed services and Environmental services.
    Rewrite above pages and refer to pricing policy
  • Keyword research: Internal search results
    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
  • An example: “jordgrundvand” for “www.eurofins.dk”
    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)
  • An example: “jordgrundvand” for “www.eurofins.dk”
    Google page 1 plus paid placement
    39 visits
  • An example: “jordgrundvand” for “www.eurofins.dk”
    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
  • An example: “jordgrundvand” for “www.eurofins.dk”
  • An example: “jordgrundvand” for “www.eurofins.dk”
    “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 )
  • An example: “jordgrundvand” for “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
  • An example: “jordgrundvand” for “www.eurofins.dk”
    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)
  • An example: “jordgrundvand” for “www.eurofins.dk”
    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/