Search Engine Optimization
         on a Budget!

                    Henri Asseily
                    henri.tel

       ...
What is Search Engine
 Optimization (SEO)?


      ∅ $      yoursite.com




                $$$
                         ...
Contrast with SEM
 SEM = Search Engine Marketing


      Paying Ads


       $$                  yoursite.com




        ...
Theoretical Value
        Equation

SEO: $$$ - 0 = $$$

SEM: $$$ - $$ = $
                        4
SEO: More than direct
   monetary value

Branding
Awareness
Competitive positioning
Perception of knowledge & expertise


...
Unfortunately...

                              Lots of
                 +
Black Box
(“hidden”)                   potentia...
Lies, Fallacies and Snake Oil

" We guarantee a #1 position on Google !!! "
                 Oh Really?

    For what sear...
Just the changing facts,
           ma’am
HUNDREDS of signals (i.e. parameters) used
✓List of used signals constantly chan...
One Example among Many

      Popular SEO Tools: Manage Meta “keywords”
<meta name="keywords" content="Financial, News, St...
One Example among Many

      Popular SEO Tools: Manage Meta “keywords”
<meta name="keywords" content="Financial, News, St...
One Example among Many

      Popular SEO Tools: Manage Meta “keywords”
<meta name="keywords" content="Financial, News, St...
One Example among Many

      Popular SEO Tools: Manage Meta “keywords”
<meta name="keywords" content="Financial, News, St...
So, what to do?


Understanding how search engines work

Winning strategies and tactics

Latest tools, channels and networ...
2 simple goals

              Search
              Engine
Search       Database
 Engine
Indexer
                        Se...
2 simple goals

               Search
               Engine
Search        Database
 Engine
Indexer
                       ...
2 simple goals

               Search
               Engine
Search        Database
 Engine
Indexer
                       ...
What do Search Engines
           want?

To be your ultimate destination site for search.


      Index anything and every...
What do Search Engines
           want?

To be your ultimate destination site for search.
                                ...
What do Search Engines
           want?

To be your ultimate destination site for search.
                                ...
“Best” as defined by Search Engines

                       The Obvious


   Content relevance given the search terms
     ...
Backlinks Power




                  14
“Best” as defined by Search Engines
                  The Not-So-Obvious
  Critically important concept of “Authority”

   ...
“Best” as defined by Search Engines
                 The Not-So-Obvious

   Importance of the URL string
       Everyone kn...
“Best” as defined by Search Engines
                    The Not-So-Obvious
   Age
         Relax. Be patient. The older, th...
“Best” as defined by Search Engines
                    The Not-So-Obvious
   Age
         Relax. Be patient. The older, th...
“Best” as defined by Search Engines
                 The Not-So-Obvious

   Page load time

      Google likes faster page ...
SEO Strategy
                    ( What to do )


      Increase the number of valuable placements

      Improve your pla...
Classic SEO Tactics
                   ( How to do it )




Make sure the engines can read your information:
careful with ...
Guerilla Tactics on the Cheap

1. Spend time but little money to add points of presence
   for your company/brand online:
...
Guerilla Tactics on the Cheap
2. Actively participate in forums dedicated to your areas
   of expertise:

       Don’t spa...
Guerilla Tactics on the Cheap

3. If you have your own domain,

    3.(i) if it’s well indexed by search engines,

       ...
Guerilla Tactics on the Cheap

4. You don’t have a domain? Or your domain isn’t optimized
   for search engines? No proble...
Why                      ?

Very cheap (£ 10/year or less)
No hosting, development or maintenance fees
Mobile friendly: qu...
A Practical Example:
    My personal brand
2008: Top Google result for “Henri Asseily”




                               ...
A Practical Example:
 My personal brand




                       27
A Practical Example:
 My personal brand




   IL
FA
                       27
A Practical Example:
    My personal brand
2009: Top Google result for “Henri Asseily”




                               ...
A Practical Example:
    My personal brand
2009: Top Google result for “Henri Asseily”




              Authoritative

  ...
How I did it


!   Acquired my own .tel domain




                                  29
How I did it

    Filled my .tel with
    contact info, links
"       and relevant
         keywords




                 ...
How I did it

#   Identified existing high-value pages




                                          31
How I did it

#    Identified existing high-value pages




 $
 %
%%
%%
                                           31
How I did it
&    Linked those pages into my .tel

                                             henri.tel
LinkedIn Profile:...
How I did it


'   Waited 6 months




                      33
Result


I took control over my brand
     in 6 months for $15




                               34
Even better on
                Google Mobile

    Google is saying that
there’s a phone number here




                  ...
More Examples
of SEO using .tel



                    36
More mobile examples

domain name value




 page title value
(and a nice short
    domain!)
                             ...
marineparts.tel




    domain name value

                        38
Waikiki.tel




              39
.com & .tel




              40
Questions?
                       Comments?


                                          Henri Asseily
                    ...
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SEO On A Budget

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Henri Asseily's presentation on SEO on a Budget at the Business Startup Conference in London on Nov 27, 2009.

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  • This is a great slide presentation on "SEO On A Budget" and create way to show the major differences between true SEO and SEM marketing strategies for a business. Thanks!
       Reply 
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  • The sandbox 'myth' is real in the sense that achieving a long term stable ranking takes a good 3 months at least. You can easily see it in action by doing nothing to your incoming or outgoing links and just seeing your new domain/page climb up to its stable ranking over a few months.
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  • Not bad for a VERY basic SEO primer for the complete newb possibly. Thanks for keeping the (non-existant) sandbox myth alive and well. Bob
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  • Hi, I found this page from telnic. This is a best and helpful presentation. Thanks a lot.
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  • Incorrect usage of ’SEM’ here. SEM refers to both SEO and PPC together.

    Other than that, great presentation.
       Reply 
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SEO On A Budget

  1. 1. Search Engine Optimization on a Budget! Henri Asseily henri.tel • CSO/CTO, Telnic Ltd. November 2009 • Founder, Shopzilla.com 1
  2. 2. What is Search Engine Optimization (SEO)? ∅ $ yoursite.com $$$ 2
  3. 3. Contrast with SEM SEM = Search Engine Marketing Paying Ads $$ yoursite.com $$$ 3
  4. 4. Theoretical Value Equation SEO: $$$ - 0 = $$$ SEM: $$$ - $$ = $ 4
  5. 5. SEO: More than direct monetary value Branding Awareness Competitive positioning Perception of knowledge & expertise 5
  6. 6. Unfortunately... Lots of + Black Box (“hidden”) potential Algorithms $$$ = A perfect market for Snake Oil peddlers out to cash in on their “expertise” 6
  7. 7. Lies, Fallacies and Snake Oil " We guarantee a #1 position on Google !!! " Oh Really? For what search terms? For how long? At what cost? What are the long-term risks? What about Bing and other engines? 7
  8. 8. Just the changing facts, ma’am HUNDREDS of signals (i.e. parameters) used ✓List of used signals constantly changes ✓Importance of signals constantly changes User behavior changes ✓More precise queries with more terms ✓Mobile usage exploding Cat-and-mouse fight against unscrupulous SEO optimizers 8
  9. 9. One Example among Many Popular SEO Tools: Manage Meta “keywords” <meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining"> 9
  10. 10. One Example among Many Popular SEO Tools: Manage Meta “keywords” <meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining"> Usage: MILLIONS of web pages 9
  11. 11. One Example among Many Popular SEO Tools: Manage Meta “keywords” <meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining"> Usage: MILLIONS of web pages SEO Impact: 9
  12. 12. One Example among Many Popular SEO Tools: Manage Meta “keywords” <meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining"> Usage: MILLIONS of web pages SEO Impact: ZERO No search engine has used meta keywords since 2002. Including Google. 9
  13. 13. So, what to do? Understanding how search engines work Winning strategies and tactics Latest tools, channels and networks Putting it all together 10
  14. 14. 2 simple goals Search Engine Search Database Engine Indexer Search Engine Website Web Pages 11
  15. 15. 2 simple goals Search Engine Search Database Engine Indexer Search Engine Website MAKE Web ENGINES Pages FIND YOU 11
  16. 16. 2 simple goals Search Engine Search Database Engine Indexer Search Engine MAKE PEOPLE Website CHOOSE YOU! MAKE Web ENGINES Pages FIND YOU 11
  17. 17. What do Search Engines want? To be your ultimate destination site for search. Index anything and everything Determine “best” results for a search ! Make more money via ads and partnerships 12
  18. 18. What do Search Engines want? To be your ultimate destination site for search. you can easily get indexed Index anything and everything Determine “best” results for a search ! Make more money via ads and partnerships 12
  19. 19. What do Search Engines want? To be your ultimate destination site for search. you can easily get indexed Index anything and everything Determine “best” results for a search that’s the hard part to improve ! Make more money via ads and partnerships 12
  20. 20. “Best” as defined by Search Engines The Obvious Content relevance given the search terms Yep, what’s in the page does matter. Amazing, isn’t it? Incoming links from other relevant pages given the search terms They’re called “backlinks” in SEO jargon. It tells engines your page is important because others think it is. This was Google’s founding idea. 13
  21. 21. Backlinks Power 14
  22. 22. “Best” as defined by Search Engines The Not-So-Obvious Critically important concept of “Authority” If Hertz’s corporate site isn’t the first result in a search for “hertz”, then the user will think something is broken. This is what an authority for a search looks like: 15
  23. 23. “Best” as defined by Search Engines The Not-So-Obvious Importance of the URL string Everyone knows the URL text is important. But the greatest secret is that the DOMAIN string is the most important part! Order of importance of each element: domain, subdomains, folders, filename http://some.domain.com/a/b/c/page.html?param=1... 2 1 3 4 16
  24. 24. “Best” as defined by Search Engines The Not-So-Obvious Age Relax. Be patient. The older, the better. First 3-6 months: your domain/page is in a purgatory sandbox to avoid spamming the index. Changes slow to appear. Read up on the “Google Dance” 17
  25. 25. “Best” as defined by Search Engines The Not-So-Obvious Age Relax. Be patient. The older, the better. First 3-6 months: your domain/page is in a purgatory sandbox to avoid spamming the index. Changes slow to appear. Read up on the “Google Dance” NOTE: Since Twitter became a hit, search engines have been pressured to add “real-time search” to their indexes and are revisiting the age issue. It seems that engines will differentiate between temporary status/news updates and intemporal information. 17
  26. 26. “Best” as defined by Search Engines The Not-So-Obvious Page load time Google likes faster page load times People love faster page load times Rule of thumb: 5 seconds is horrible 1 second is good 0.2 seconds is a feeling of “instantaneous” 18
  27. 27. SEO Strategy ( What to do ) Increase the number of valuable placements Improve your placements’ rankings for relevant searches Don’t try to outsmart the algorithms. Always ask yourself: Is what I publish useful to those who look at it? 19
  28. 28. Classic SEO Tactics ( How to do it ) Make sure the engines can read your information: careful with this Flash and Rich Media stuff. It may be pretty, but it can be very frustrating for both your users and the search engine robots Don’t ever duplicate content or functionality Point the search crawlers to all your properties 20
  29. 29. Guerilla Tactics on the Cheap 1. Spend time but little money to add points of presence for your company/brand online: Twitter stream: good channel for news updates and promotions Facebook page/group for local or global brands LinkedIn and Google Profile (beware obsolete data) 21
  30. 30. Guerilla Tactics on the Cheap 2. Actively participate in forums dedicated to your areas of expertise: Don’t spam the forums, avoid blatant product placements Provide valuable in-depth information showing that you are an expert in your field When feasible, provide links into your properties of interest (.tel domain for contact info, your authoritative website for purchasing) Traffic from communities is much more valuable than search engine traffic 22
  31. 31. Guerilla Tactics on the Cheap 3. If you have your own domain, 3.(i) if it’s well indexed by search engines, 3.(i)(i) and if it is considered authoritative by Google then link as many points of presence from the previous slide as you can to your domain 23
  32. 32. Guerilla Tactics on the Cheap 4. You don’t have a domain? Or your domain isn’t optimized for search engines? No problem: Buy and leverage your own .tel domain .tel is your digital business card that gives you an instant online presence without having to build a website. Disclosure: I am the CSO/CTO of Telnic, registry for .tel 24
  33. 33. Why ? Very cheap (£ 10/year or less) No hosting, development or maintenance fees Mobile friendly: quick access to all your contact information Perfect for SEO: Fast!!! Can become your authoritative domain Fully leverages the search engines’ love of domain strings Absolutely no duplication of content with a main .com domain: .tel is exclusively for communications 25
  34. 34. A Practical Example: My personal brand 2008: Top Google result for “Henri Asseily” 26
  35. 35. A Practical Example: My personal brand 27
  36. 36. A Practical Example: My personal brand IL FA 27
  37. 37. A Practical Example: My personal brand 2009: Top Google result for “Henri Asseily” 28
  38. 38. A Practical Example: My personal brand 2009: Top Google result for “Henri Asseily” Authoritative Under my control 28
  39. 39. How I did it ! Acquired my own .tel domain 29
  40. 40. How I did it Filled my .tel with contact info, links " and relevant keywords 30
  41. 41. How I did it # Identified existing high-value pages 31
  42. 42. How I did it # Identified existing high-value pages $ % %% %% 31
  43. 43. How I did it & Linked those pages into my .tel henri.tel LinkedIn Profile: Twitter Profile: My Blog: And vice-versa: created reciprocal links! 32
  44. 44. How I did it ' Waited 6 months 33
  45. 45. Result I took control over my brand in 6 months for $15 34
  46. 46. Even better on Google Mobile Google is saying that there’s a phone number here 35
  47. 47. More Examples of SEO using .tel 36
  48. 48. More mobile examples domain name value page title value (and a nice short domain!) 37
  49. 49. marineparts.tel domain name value 38
  50. 50. Waikiki.tel 39
  51. 51. .com & .tel 40
  52. 52. Questions? Comments? Henri Asseily henri.tel Business Startup Expo, November 2009 Seminar: • CSO/CTO, Telnic Ltd. Search Engine Optimization on a Budget! • Founder, Shopzilla.com 41

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