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 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: 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/
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: “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
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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/