Search Engine Optimization –SEO How to do effective SEO. The Complete optimization life cycle. By: Eng. Ahmed Sabry
Eng. Ahmed Sabry Eng. Ahmed Sabry has 16 years of experience in e-marketing ,e-commerce and web design field as instructor, implementer , and consultant. He is currently one of the regional experts in e-marketing field especially search engine optimization (SEO) and consultant of several know brands. Eng. Sabry are currently the head of internet sector, CIT chamber of Egypt , head of Egypt web award competition, CEO-founder of Egypt web academy, and the CEO- founder of IT Vision the market leader in most of e-marketing services. Eng. Sabry did e-marketing training at Egypt, Lebanon, Syria,..in several international conferences and managed with his team over 500 projects making them achieve best internet return on investment by applying real online presence and effective e-marketing plan. Eng. Sabry specialized in e-marketing planning, SEO, Arabic language search engines, selecting the right keywords, landing page design’s optimization, portal optimization and analytics, conversion rates enhancement, and web site quality.
Why do high search engine rankings increase your sales?
High search engine rankings are the perfect way to get more website visitors, more customers and more sales.
Recent statistics show that having high search engine rankings is the key to the success of your online business:
Your customers are on the Internet and they have money Your customers use search engines These people are interested in your goods and services
2 Billion + Google searches per day 118 Billion+ Emails and IMs sent per day 49% 800Million+ Video playbacks per day 20 hours Video uploads every minute to YouTube 1.2 Billion + Online users Source: Google- July 2009 Your customers are on the Internet and they have money
Search is also an Egyptian trend 14M Online Users +43% Millions ofGoogle searches per day 85%of people online use search Searchis the most popular online activity after e-mail Google has 93% Search Market Share in Egypt Source: Google- July 2009
Advertising expenditure in the USA Internet grew from 0.1% to 11% in 10 years. $22B from $200B Industry ~ 11% Market grew from $100B to $201B Source : Zenith Optimedia
7 Advertising Industry in Egypt Source : Zenith Optimedia
More than 81% of all Internet users find new websites through search engines (Source: Georgia Tech/GVU Users Survey).
Your customers use search enginesHow are people finding websites? Search Engines81 % Links exchange 59 % Someone told me (WOM) 57 % Magazine 52 % TV 48 % Guessed the address 42 % Bulk e-mail 39 % National newspaper 37 % Banner Ads 21 % Radio 19 % From a local newspaper 17 % Billboard /poster 12 % Direct mail 10 % [Source Forrester research]
Why do you have to optimize your web pages? That it is not enough to submit a website to as many search engines as possible to get high rankings
Why do you have to optimize your web pages? Billions of web sites +50,000 web sites added daily Only 20 places at first page of search result 75% of searchers never look further than first page 47% of searchers NEVER look at pages ranked below #30
Big players The Top search engines account 85-95% of all searches on the web
SEO and SEM defined SEO: “Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms”. SEO is also optimization of a website for the free (organic) search listings (Non-linear creations) SEM is also seen as the practice of buying paid search listings(wikipedia.org) 17
Comparison between SEO and SEM Source: Non-linearcreations 18
Search Engine Optimization definition The process of changing your web pages so that search engines find them relevant
Database of searches done: Access database of people searches . You enter some keywords, and they tell you how often people search for them, Tell you how many competing sites use those keywords. (Some database have 30 Millions quires)
1. Top 20,000 keywordsThese are the latest 20,000 words as of this week. Max size of zip file is 200k. (100$) 2. Top 100,000 keywordsThese are the latest top 100,000 words as of this week. Max size of zip file is 1MB ($500) 3. Top 500,000 keywordsThese are the latest top 500,000 words as of this week. Max size of zip file is 5MB. ($2000)
Keyword Selection Keyword discovery Customer Behavior Localization Purchase level Competition Number of searches Analysis Keyword Selection 35
You know your business much better than anybody Else You know the special terms that are used in your branch and you know what you should search for when you're looking for products like yours.
Your customers don't know as much as you They don't know your terminology and they might use totally different keywords. For example, a recent study found out that many people search for the keyword "nose job". If you optimize your web page for the keyword "rhinoplasty" then these web surfers won't find your site.
Google keywords tool Enter “E-Marketing” here to do keyword research
Keywords research result Suggested combinations and same meaning keywords
Suggest keywords combinations Find all keyword combinations that bear any relation to your business or service Many of which you might never have considered. You'll find out how popular these keywords really are.
Same meaning keywords You need related keywords to take advantage of other keywords that mean the same thing. You'll end up with a lot more traffic. What will I get if I enter 'GOLF'?
Keywords research result Advertizing competition
What is the KEI (Keyword Effectiveness Index)? The Keyword Effectiveness Index (KEI) compares the number of times a keyword has been searched for with competition (the number of pages that contain the exact keyword phrase within at least one of its incoming links, known as ‘All in Anchor’). So: The KEI figure will go up when the keyword’s popularity increases. The KEI figure will go down when there is more competition for a keyword. Here's the formula: KEI = (Searches ^ 2) / Number of results(In Anchor)
Is this a good indicator for useful keywords? According to the KEI definition, the best keywords are those that have many searches and that don't have much competition in the search results. However, the KEI makes no statement about the quality of the competition. While there might be only a few competitors in the search results, these competitors
KEI3 The formula for KEI3 is: KEI3 = Searches / In Anchor And Title
conversion When web surfers want to purchase something online, they go through three research phases. Web surfers usually start with general keywords.
After becoming more educated about a particular product or service, they will use more specific keywords. As soon as the web surfers know what they want, they use specific keywords
At purchase cycle customers search repeatedly Holidays to Egypt Awareness Egypt hotels Consideration Hotels in Dahab Research Purchase IberotelDahabeya Search generates both online and offline purchase
Keywords for browsing During the first research phase, web surfers use general keywords to find information. For example, a web surfer might be interested in an MP3 player. The keyword that the web surfer might use in search engines could be:
Keywords for comparing In the second research phase, web surfers narrow their selection because they now know what type of product they want. For example, the web surfer might have found out the he is interested in an USB stick MP3 player with 1 GB flash RAM. The keywords of these web surfers are more specific:
mp3 player 1 GBmp3 player usb stickmp player under $100trekstor mp3 player
Keywords for buying During the last research phase, web surfers know what they want to purchase. They are just looking for the website with the best offer. For that reason, these surfers use very specific keywords:
Out web site Parameters(Passive) Web site Optimization
Global link popularity of web site The global link popularity measures how many web pages link to your site. The number of web pages linking to your site is not as important as the quality of the web pages that link to your site. All major search engines take the quality and the context of the links into account. Search engines assume that your web page must offer relevant content if many quality sites link to it. Essential
Get global link popularity Enter link:addme.com at google search About 3,000 web sites are referring to it
Link texts of inbound links Inbound links are links from other web sites to your site. If many other sites link to your site, then search engines consider your site to be important. However, the number of links is not as important as is the relevance of the linking page and the link text used in linking to your site. To get a high ranking on Google.com, make sure that the web pages that link to your site use your search keywords in their link texts. Essential
It is advisable to use different but related keywords for the link texts. If all links to your web site use exactly the same link text, then Google.com might lower your rankings because of unnatural linking patterns. Are the web pages linking to your web page relevant to the your search term ? How fast does your web page get new links pointing to it? Do the web sites which link to your page belong to the same content category? Since when do the links to your page exist? Is the text surrounding the link to your page relevant to your search term ? Essential
Age of web site Spam sites often come and go quickly. For this reason, search engines tend to trust a web site that has been around for a long time over one that is brand new. The age of the domain is seen as a sign of trustworthiness because it cannot be faked. The data is provided by Alexa.com Very Important
Number of visitors to the site Search engines might look at web site usage data, such as the number of visitors to your site, to determine if your site is reputable and contains popular contents. The Alexa.com traffic rank is based on three months of aggregated traffic data from millions of Alexa Toolbar users and is a combined measure of page views and number of site visitors. Important
Links from social networks On social network sites, people decide which web sites are popular. This means that the popularity on social network sites cannot be easily influenced. For this reason, search engines might trust web sites more if they are popular on social networks. Important
The page URL is the part after the domain name in the web page address.
Google.com gives extra relevance to search terms within the page URL. Separate your search terms in the page URL with slashes, dashes or underscores. Example: "keyword/another-keyword.htm" is the page URL of http://www.domain.com/keyword/another-keyword.htm
Number of trailing slashes in URL The number of trailing slashes (/) in the URL indicates where a web page falls in a site's overall hierarchy. If the URL contains many trailing slashes, meaning it is placed in a sub-sub-directory, then the webmaster does not seem to think that the page is important in relation to the other pages. Important
Number of trailing slashes in URL http://www.addme.com/free-submission-start.php http://www.addme.com/submission/free-submission-start.php http://www.addme.com/level1/level2/level3/submission/free-submission-start.php
Top level domain of web site Web sites with certain top level domains (TLD) are statistically more likely to contain higher quality, trustworthy contents. Search engines might prefer web sites with restricted TLD (.edu, .gov., .mil) over younger TLD (e.g., .biz, .info, .jobs). In addition, country code TLD (e.g., .ca, .de, .fr) are often preferred in the country's local search results. Important
Server speed Popular web sites often have faster server response times compared to smaller unimportant sites. In addition, most search engines index more pages from fast web sites. Important
Keyword density: not less than 50%, preferred 100%
Page Title Description at Metadata Page address
Meta data elements Essential <head> <TITLE>**EGYPT web design + ADSL in Egypt , webdesign and emarketing</TITLE> <meta name="keywords" content=" Keyword1, Keyword2, Keyword3"> <meta name="description"This sentence describes the contents of your web site "> <meta name="robots" content="index, follow"> <meta name="copyright" content=“your company name"> <meta name="revisit-after" content="7 days"> </head>
Keyword use in meta keywords The Meta Keywords tag allows you to define which search terms are important to your web page according to your opinion. It should be placed between the <head>...</head> tags in the HTML code of your web page. Example: <meta name="keywords" content="keyword, another keyword"> Number of keywords: Keyword density: Essential
Some search engines penalize web sites if the search terms of the Meta Keywords tag don't appear in the body text of the web page. All search terms of your Meta Keywords tag appear in the body text of your web page so there will not be any problems with the search engines in this aspect. Essential
Keyword use in meta description The Meta Description tag allows you to describe your web page. Some search engines display the text to the user in the search results. Example: <meta name="description" content="This sentence describes the contents of your web site."> The Meta Description You should use the Meta Description tag to make sure that your web site is displayed with an attractive description in the search results.
Keyword use in body text The body text is the text on your web page that can be seen by people in their web browsers. It does not include HTML commands, comments, etc. The more visible text there is on a web page, the more a search engine can index. The calculations include spaces and punctuation marks.
Keyword use in H1 headline texts H1 headline texts are the texts that are written between the <h1>...</h1> tags in the HTML code of a web page. Some search engines give extra relevance to search terms that appear in the headline texts.
Keyword use in the first sentence of the body text The first sentence of the body text is the first sentence after the <body> tag in the HTML code of your web page. Some search engines give more relevance to search terms when they appear in the first sentence. Some will use your first sentence as the description of your page on the search result page. Example: <body>Here goes the first sentence. This text is not the first sentence. Very Important
Keyword use in H2-H6 headline texts H2, H3, H4, H5 and H6 headline texts are the texts that are written between the <h2>...</h2>, <h3>...</h3>, etc. tags in the HTML code of your web page. Some search engines give extra relevance to search terms that appear in the headline texts.
Alternative text Alt tag Displayed when stop your mouse on a photo Important
Keyword use in IMG ALT attributes The <img alt> attribute defines an alternative text for an image when the user uses a text browser or when the user has turned off the display of images in the web browser application. Microsoft's Internet Explorer displays the alternative text if the user puts the cursor over the graphic.
Example: <imgsrc="logo.gif" width="200" height="75" alt="picture description with keyword">
Keyword use in bold body text The body text is the text on your web page that can be seen by people in their web browsers. The bold body text uses a darker and heavier face than the regular type face. It appears between <b>...</b> or <strong>...</strong> tags in the HTML source of your web page. CSS is not recognized.
Keyword use in same domain link texts Link texts are words and sentences that are used as links. Same domain link texts are the link texts of the links that point to a web page on the same domain. This chapter examines if Google.com takes search terms in same domain link texts into account. Example: The HTML tag <a href="contact.htm">Contact information</a> contains the same domain link text "Contact information".
Keyword use in outbound link texts Link texts are words and sentences that are used as links. Outbound link texts are the texts within the <a>...</a> tags when the <a> tag links to a web page on a different domain. Example: The HTML tag <a href="http://www.not-your-site.com/about.htm">About the company</a> contains the outbound link text "About the company". Moderately Important
HTML validation of web page to W3C standards Web pages are written in special languages called HTML and CSS. Like any language, HTML and CSS change constantly. The World Wide Web Consortium (W3C) is the governing body that establishes what is valid HTML/CSS and what is not. Search engines obey the HTML/CSS standard. If there are errors in the HTML/CSS code of your web page, then search engines might not be able to read everything of your web page. Slightly Important
Search Engine Friendly web site Search engines need text to index your web pages, to determine the theme of your web site and to produce a site summary. They cannot read what is written on your graphical images or in a Flash movie. Google recommends to create a useful, information-rich site. Fresh, continuously updated content is one of the best ways to ensure that search engines return to your web site (and your visitors, too).
The Golden Rule KEYWORDS HERE, KEYWORDS THERE, KEYWORDS EVERY WHERE ON YOUR SITE.
Flash web site Scripts at menu (navigation) Free web space providers
Free web space providers Some search engines and directories rank web sites lower that are hosted at free web space providers, or if web sites don't have their own domain name. Some search engines also limit the number of web pages they'll index from a single domain. Your web site doesn't seem to be hosted at a free web space provider. If it does, consider getting your own domain name.
Advices -Your web page How many important links from your other pages point to your web page? Do the links on your web page point to high quality, topically-related pages? How often and how many changes do you make to your web page over time? Is your content up-to-date? How often and how many web pages do you add to your web site? How long do your visitors spend time on your web page?
Advices - Search engine result page Do your competitors on the search engine result page get a manual ranking boost by Google.com, for example Amazon or Wikipedia? How many visitors of the search engine result pages click through to your page? How often do search engine visitors search for your company name or web page URL on Google.com?
Advices - Negative ranking factors (you should be able to say "no" to all the following questions) Is your content very similar or a duplicate of existing content? Is your server often down when search engine crawlers try to access it? Do you link to web sites that do not deserve a link? Do you use the same title or meta tags for many web pages? Do you overuse the same keyword or key phrase? Do you participate in link schemes? Do you actively sell links on your web page? Do a majority of your inbound links come from low quality or spam sites? Does your web page have any spelling or grammar mistakes?
Submit your website By submitting your website to search engines you invite search engines to visit your website. You ask search engines to take a look at your pages.
How to submit your site correctly Manual submission Automatic Submission allows you to submit your website to search engines, Internet directories and special interest sites (vertical portals). Only submit your website to the correct categories in Internet directories and only submit your website to a special interest site if the site matches the topic of your website and the software will submit your web site to thousands of them.
It is enough to submit only the index page of your web site because search engines will find all other pages of your website through the links on your site. Do not submit all pages of your website. The moment a search engine spider visits your website is not the moment your website is added to the search engine index. It's only the moment in which the search engine takes a look at your site. It takes some time until search engines show your new pages in the index. Search engine spiders have to visit your web pages, they have to scan the web pages, they have to evaluate your web pages and they have to add your web pages to the index. If your website has many inbound links, search engines will index your website faster.
WARNING: A single spam element can destroy everything If you use a spam technique on your website, all other search engine optimization efforts are pointless Most search engines consider the following spam: cloaking (the web server returns different pages for search engine spiders and human web surfers) doorway pages misleading redirections hidden text (text has a color that is very similar to the background color, text in very small font sizes, text that has been hidden with CSS tags etc.)
Ranking Result checking You must check your search engine positions to verify that you have reached your SEO goals
Tools for advertisers and optomizers Website Optimizer 135
Thank you Eng. Ahmed Sabry email@example.com