Search Engine Optimization - Rob Simons at NHTV Education Day 2011

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Search Engine Optimization basics by Rob Simons at NHTV Education Day 2011

Search Engine Optimization basics by Rob Simons at NHTV Education Day 2011

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  • 1. NHTV in E-business mindshift in our markets @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans
  • 2. Search Engine Marketing Rob Simons @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans
  • 3. @rmsimons #NHTVED2011 today’s Twitter hashtag: #NHTVED2011
  • 4. Rob Simons @rmsimons #NHTVED2011 My background:
    • ITMC Alumnus
    • Online Marketing Manager – wiki-travel guide Earth.org
    • NHTV: mostly (online) marketing courses
    • MSc in Marketing at VU (class of 2012)
    • Born in 1980
  • 5. @rmsimons #NHTVED2011 what’s on the menu: http://www.flickr.com/photos/omefrans/4421251238/
        • the search engine landscape
        • how search engines work
        • search engine advertising (SEA)
        • search engine optimization (SEO)
        • link building strategies
  • 6. 1. the search landscape http://blog.cagle.com | @rmsimons #NHTVED2011
  • 7. this means 100 billion search queries each month! 2 billion people on the internet = average of 50 search queries! http://www.seomoz.org how much do we actually search online? worldwide growth of searches @rmsimons #NHTVED2011
  • 8. 2. how search engines work http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm @rmsimons #NHTVED2011
  • 9. without links the search engine might not even find this website the whole internet is mapped crawling & indexing by search engine robots http://www.seomoz.org @rmsimons #NHTVED2011
  • 10. which websites are important? domain authority http://www.seomoz.org @rmsimons #NHTVED2011
  • 11.
    • An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10.
    • You can compare it to references in scientific articles. The more a source is reffered to, the more credible/ importance it is. So, the more (high quality) links lead to your website, the more important your website probably is.
    Google PageRank (PR) @rmsimons #NHTVED2011
  • 12. division of Google PageRank (PR) is algoritmic, not lineair http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html @rmsimons #NHTVED2011
  • 13. what is most important to Google in ranking websites? http://www.seomoz.org @rmsimons #NHTVED2011
  • 14. Click Through Rate (CTR) (how many times is clicked in %) http://www.seomoz.org @rmsimons #NHTVED2011
  • 15. Paid Organic 90% of the clicks organic vs. paid results 10% of the clicks http://www.seomoz.org @rmsimons #NHTVED2011
  • 16. 3. search engine advertising (SEA) SEA is not further discussed in depth in this lecture http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ @rmsimons #NHTVED2011 Google Adwords
  • 17. 4. search engine optimization (SEO) http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ adapting the technology, content & link strategy of a website, with the goal to make your pages more easy to find in the search engines. (“free”) @rmsimons #NHTVED2011
  • 18. where to start? http://www.seomoz.org onsite offsite @rmsimons #NHTVED2011
  • 19. accessible content by means of a good internal linking structure http://www.seomoz.org @rmsimons #NHTVED2011
  • 20. content of high quality avoid duplicate content http://www.seomoz.org @rmsimons #NHTVED2011
  • 21. what does Google do with duplicate content? http://www.seomoz.org @rmsimons #NHTVED2011
  • 22. www.nationalgeographic.com/animals/african-elephants search engine friendly URL’s http://thepreppyprincess.wordpress.com single domain simple folder structure with relevant keywords keywords in the pagename, seperated by a dash @rmsimons #NHTVED2011
  • 23. Xyz3.nationalgeographic.com/?amg=vv&sd=8 search engine UN friendly URL’s redundant sub-domain no keywords, completely unclear what can be found here http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l @rmsimons #NHTVED2011
  • 24. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  • 25. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  • 26. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  • 27. XML sitemaps a digital “map” which shows search robots around on your website http://www.seomoz.org @rmsimons #NHTVED2011
  • 28. a search engine friendly website the important stuff http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ @rmsimons #NHTVED2011
  • 29.
    • Every page should have unique, accurate page titles
    • If a page was pre-existing, the page title should stay exactly as it was before
    • Title should reflect page’s targeted keyphrase
    page titles can be found in the top bar of the browser or in the tab title @rmsimons #NHTVED2011
  • 30. meta descriptions these are “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
  • 31. anchor text how are your links “wrapped” http://www.seomoz.org @rmsimons #NHTVED2011
  • 32. good content (page copy) the use of good and descriptive keywords http://www.seomoz.org @rmsimons #NHTVED2011
  • 33. alt(ernative) attributes these are “hidden” in the HTML code of your website good use of keywords in the alt tag http://www.seomoz.org @rmsimons #NHTVED2011
  • 34. http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ a search engine friendly website the LESS important stuff @rmsimons #NHTVED2011
  • 35. meta keywords tag these are also “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
  • 36. header tags: H1, H2, H(x) these are also “hidden” in the HTML code of your website @rmsimons #NHTVED2011
  • 37. submit your website with search engines (don’t bother) http://www.seomoz.org Since 2001, search engine submission has not only not been required, but is actually virtually useless.   If you hear a pitch from an SEO offering “search engine submission” services, run, don’t walk (seomoz.org) @rmsimons #NHTVED2011
  • 38. 5. link building strategies (ensure that your website can be found from third party websites) @rmsimons #NHTVED2011
  • 39. why collect links? without links your website will be difficult to find  difficult to find means no visitors  no visitors means no sales  no sales means no profit http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ @rmsimons #NHTVED2011
  • 40. how do you know how many links you have? http://www.opensiteexplorer.org @rmsimons #NHTVED2011
  • 41. 8 basic ways of link building http://www.poolcentrumdemunt.nl @rmsimons #NHTVED2011
  • 42. #1 – manual link requests http://www.seomoz.org @rmsimons #NHTVED2011
  • 43. #2 – check out the links of your competitors http://www.seomoz.org @rmsimons #NHTVED2011
  • 44. #3 – your content on other websites http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 45. #4 – linkbait and viral campaigns http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 46. #5 – content, technology & API’s ( application programming interface ) http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 47. #6 – partnering, back links & swapping http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 48. #7 – paid links http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 49. #8 – link reclamation http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  • 50. questions? @rmsimons #NHTVED2011
  • 51.
    • http://www.flickr.com/photos/omefrans/4421251238/
    • http://blog.cagle.com
    • http://www.seomoz.org
    • http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm
    • http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html
    • http://www.flickr.com/photos/brainfarts/97676505/sizes/l/
    • http://thepreppyprincess.wordpress.com
    • http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l
    • http://www.mundofox.com
    • http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
    • http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
    • http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/
    • http://www.opensiteexplorer.org
    • http://www.poolcentrumdemunt.nl
    References @rmsimons #NHTVED2011