SEO Workshop #EcomTIM in Romania

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My slides from the SEO Workshop EcomTIM in Timisoara, Romania.

My slides from the SEO Workshop EcomTIM in Timisoara, Romania.

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  • 1. Search Engine Optimisation Lisa Myers CEO,Verve Search @LisaDMyers #ecomTIM
  • 2. About Lisa Myers• 12 years experience in Marketing, 7 in Search & Social• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing• Heavily involved in the global Search Community, founder of SEO-chicks.com and co-founder of European search blog StateofSearchAwards• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)@LisaDMyers #ecomTIM
  • 3. What is SEO?
  • 4. SEO (Search Engine Optimisation) is where youadapt and moderate a website specifically sothat it is indexed and ranks highly within asearch engines organic (free) listings.@LisaDMyers #ecomTIM
  • 5. Importance of ranking highly• 93% of users won’t go past the first page• Less than 1% goes beyond 2nd page of a search•More likely to change the search engine query(keyword) than go to 2nd page of the SERPs•The top 3 positions receives an average of 60% ofclicks@LisaDMyers #ecomTIM
  • 6. The process of SEO
  • 7. Technical SEO – the foundation
  • 8. Pillars of Technical Optimisation1. Site Architecture & URL structure2. Canonicalisation and use of redirects3. Pagination4. Geo targeting5. Using webmaster tools@LisaDMyers #ecomTIM
  • 9. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. site architecture• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text the hierarchy of your website and how you structure it• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 10. Site Architecture Basics• Build horizontal rather than vertical!!• Every page can potentially rank (search engine ranks pages, not entire websites)• The further a page is from the homepage the harder it is to get the page ranked. Homepage will always be the most powerful! www.samplesite.com/folder/anotherfolder/onemor@LisaDMyers #ecomTIM
  • 11. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. canonicalisation• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text the “little” issue that can cause havoc• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 12. CanonicalisationCanonicalisation is the process of choosingone URL when there are several choices!Canonical URL = Preferred URL
  • 13. Multiple URLs – Same Content http://www.vervesearch.comLooks like exactly thesame page? I’ll have tochoose one for theindex. http://vervesearch.com http://vervesearch.com/index.php@LisaDMyers #ecomTIM
  • 14. Potential Link Dilutionhttp://www.vervesearch.com => 848 linkshttp://vervesearch.com =>45 linkshttp://vervesearch.com/index.php =>89 links @LisaDMyers #ecomTIM
  • 15. Transferring “Link Juice”http://vervesearch.com http://www.vervesearch.comhttp://vervesearch.com/index.php@LisaDMyers #ecomTIM
  • 16. Increased Link AuthorityCanonical URLhttp://www.vervesearch.com = 982 Links@LisaDMyers #ecomTIM
  • 17. How to fix itYou have options:- Use 301 (permanent) redirect- Canonical meta tag@LisaDMyers #EBA2012
  • 18. 301 redirectsThis is a permanent redirect that: Redirects human visitors Redirects search engine spiders 302 redirects (temporary redirects) on the other hand will ONLY redirect human visitors and not carry “link juice”.@LisaDMyers #EBA2012
  • 19. Canonical Meta TagIn the HTML of all duplicate URLs insert a codelike this:<link rel=”canonical” href=”http://www.canonicalURLhere.com/” />This code tells the search engine spiders that alllink authority should be allocated to thecanonical URL. Does not redirect VISITORS!@LisaDMyers #ecomTIM
  • 20. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. pagination• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text 100s when 1 becomes• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 21. Pagination IssuesThe system of which pages are numbered:An article divided into several pagesForum threadCategory/group of products
  • 22. Solutions for Pagination IssuesRel=“next” or Rel=“prev”(Google’s official guide to these)Or“View all” page option
  • 23. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. geo targeting• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text engine where you want to be found telling the search• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 24. Estimated 8.26 billion web pagesdifferent indexes for different countries, i.egoogle.co.uk and google.de(or Yahoo...ehm...)
  • 25. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar.• need to helpangle is appropriate for targetwhat Make sure the the engine figure out site• Including keywords that you are targeting for country you are targeting.... surrounding text• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 26. 1. Country specific Top Level Domain (TLD)2. LANGUAGE3. Links and citations4. Href=langCheck out my slides from SearchLove 2012 on “international SEO” on SlideShare@LisaDMyers #ecomTIM
  • 27. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. webmaster tools• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text actually useful• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 28. Using Google Webmaster Tools• Provides you with details of your pages visibility on Google• Diagnoses problems (broken links, server errors, crawling issues)• Submission of sitemap; tell Google which pages are more important, how often they change, how you want the URL in index to appear• Specify what country you are targeting
  • 29. Top Technical ToolsFor technical evaluation including crawling,indexing, page errors, speed and coding etc:ScreamingFrogDeepCrawlFirebug@LisaDMyers #ecomTIM
  • 30. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar.• Make sure the angle is appropriate for target site On Page Optimisation• Including keywords that you are targeting for surrounding text• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 31. The “assumed” Search PathSearch Query SERP Website Conversion
  • 32. More Likely Search Path
  • 33. Most important keyword? Goal Conversion Striker Winger Keyword Keyword Midfielder Keyword
  • 34. Don’t forget the “long tail” Popular keywords typically make up less than 30% of searches. The remaining 70% lies in the “long tail” keywords.
  • 35. Content is still King
  • 36. Basics of On Page Optimisation• Keyword research and mapping• Title and Meta description optimisation• Main content optimisation• Internal linking• Keyword in URL• Images (alt attributes)• Updated content
  • 37. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. keyword research• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding SEO the brains of text• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 38. Basics of Keyword Research• Identify keyword groups: - Brand keywords - Descriptive keywords - Product/service keywords• Brain storm (with client, colleagues etc)• PPC Campaign• Keyword Research Tools@LisaDMyers #ecomTIM
  • 39. Using Google Keyword Tool
  • 40. Keyword Trendshttp://www.google.com/insights/searchKeyword: “Digital Marketing Courses” @LisaDMyers #ecomTIM
  • 41. Using your own Analytics data• Which keywords are converting? Analyse goal conversion andecommerce results! Drill down to organicTraffic then keywords!@LisaDMyers #ecomTIM
  • 42. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. on page areas• Make sure the angle is appropriate for target site• Including keywords that you are targeting for - surrounding text once you have chosen your keywords what do you do• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 43. Areas to optimise• Title tag• H1 tags (the heading of the page)• The anchor text of internal links (don’t use click here!)• In the first 50 words of text on the page• In the URL www.yourdomain.com/keyword• Repeated throughout page content
  • 44. Title & Meta Description Tags
  • 45. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar.• Make sure the angle is appropriate for target site Off Page Optimisation• Including keywords that you are targeting for surrounding text• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  • 46. + SEO TOOLS
  • 47. #1 Link Analysis#2 Link Prospecting#3 Creative & Implementation
  • 48. #1{ link analysis
  • 49. tools...
  • 50. What to analyseYour own AND competitors Links!•Anchor text•Depth of links (what pages are linked to)• Type of links (sources)•Authority & Strength of links@LisaDMyers #ecomTIM
  • 51. Use of Anchor Text@LisaDMyers #ecomTIM
  • 52. Depth of Links@LisaDMyers #ecomTIM
  • 53. Type of Links@LisaDMyers #ecomTIM
  • 54. # Domains Linking
  • 55. Type of Links
  • 56. #2{ link prospecting
  • 57. Finding Relevant Sites• Keyword + “article”• Keyword + “blog”• Keyword + “directory”Keyword inurl: “write for us”Keyword inurl:”guest posts”Keyword intitle: “write for us”and so on...
  • 58. Favourite Prospecting Tools +
  • 59. #3{ creative & development
  • 60. Types of Link Development• Utilising Existing Relationships• Link baiting• Content Outreach@LisaDMyers #ecomTIM
  • 61. Utilising Existing RelationshipsOften it is the simplest idea that gives you themost link juice!For example;- Would your partners, customers etc link to you?- Which University did the CEO go to?@LisaDMyers #ecomTIM
  • 62. Apple.comLinks to domain= 35.8 MILLION!PR=9/10
  • 63. link baiting great digita l content
  • 64. {A piece of digital content (article, video,infographic, etc) that specifically increasesthe chances for generating “organic links”
  • 65. Infographics is great link bait!
  • 66. Impacting socialinfluencers
  • 67. Content Outreach Using a piece of content to get a link can be very EFFECTIVE!
  • 68. Give something backHave something to trade, why should theybe linking to you? - Content (must be relevant!) - Discount/competition - Breaking news - Free “something” - YOUR USPs??!!
  • 69. Thank You! @LisaDMyers Email: lisa@vervesearch.com Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com@LisaDMyers #ecomTIM