1. INSIGHTS FOR SUCCESSFUL SEO
Mastering the basics
Researched & created by IQPC for
The Online & Digital
Marketing Summit
2. “SEO is only not seen as rocket science
BY THOSE WHO ALREADY KNOW IT”
Danny Sullivan
Search Engine Land
3. SEO (Search Engine Optimization):
Tweaking your website’s text, images and
links so:
1. People can find it faster on Google
2. It gets higher search engine ranking
5. Keyword research is when you discover
what words people use to search for
products like yours.
KEYWORD RESEARCH
6. Tips:
1. On a notepad (a real one or on your PC), list all the words associated with
your product or company
2. Add specifics (e.g. if you’re a real estate company selling condos in Cairo,
write ‘Cairo Condominiums’ instead of ‘condominiums’
3. Prioritise: If you could use only 5 keywords out of all you’ve listed, which
would they be?
4. Use these 5 keywords on your home page
5. Look at keywords similar to yours being used by your competitors
(more on Slide 9)
6. Use Yahoo’s Site Explorer service to check what external sites link to you
KEYWORD RESEARCH
7. INSIGHT 1:
Go to Google, and search for your product as if
you were buying it for the first time.
Notice the keywords you used?
Add THOSE keywords to your list!
KEYWORD RESEARCH
8. INSIGHT 2:
Sign up for Google Analytics (it’s free!)
It allows you to see which keywords are most
effective at driving traffic to your website
KEYWORD RESEARCH
9. SIDE NOTE:
If you’re enjoying these tips on successful
SEO, you may want to gain live advice
and knowledge from the experts who will
present Click Egypt in November.
Click here to join Egyptian marketers at
the biggest marketing event in the region.
10. Optimising your website involves more than just your Google ranking: it helps you be
more prominent than your competition
Remember your competition
TIPS:
1. List the main common keywords used by your competitor
2. Look at links to other sites shared on their own website
3. Search which websites their own site is listed on (you can use Yahoo’s
Site Explorer to check competitors as well)
11. INSIGHT 3:
Try listing your site on the same websites your competitor is
listed on. More on this in the next slide!
Remember your competition
12. “Google only loves you when everyone else loves you first”
Wendy Piersall (New Media & Web Tech Guru)
Building good links
When you link your website on other sites and vice versa, it
builds a network of trust i.e. the more your site is networked,
the more it is trusted by search engines!
13. Building good links
TIPS:
1. Search for directories featured about your industry
2. Buy or free-list your website on it
3. Ensure you have strong keywords in your link description
4. Try adding a geographical element e.g. ‘IP Phone solutions in Cairo, Egypt’
5. Try choosing directory sites which rank higher on search engines over those
ranked lower.
6. Remember to link back to those sites from your own
14. Building good links
INSIGHT 4:
Look up the highest ranked non-competitive site.
Try getting a link on that as it indicates your site as a preferred
one by them!
15. PRESS RELEASE OPTIMISATION
Optimized press releases show up in search engines anytime
someone searches for those keywords
Unlike the past, today journalists look for press releases online
to save time
A press release that is optimised can be picked up by industry
bloggers & researchers
What you should know
16. PRESS RELEASE OPTIMISATION
1. Remember who you’re writing the press release for: the reader, not the news media.
This is exactly what news editors look for in releases: ‘would readers want to read this’
2. Make sure your press release is something they really want to know about, something
relevant but timely
3. Research the trending news in the industry to get a pulse of
what may interest the reader
4. Try adding an image to your press release. Be sure to name your
image with a keyword. These images show up on search
engines, giving your press release added exposure
5. You CAN hyperlink words in your press release. Most people today
read news on their browser or phone, meaning they can click
your link! Use just one link to your home page to avoid clutter
6. Use keywords in your headline
Tips:
17. VIDEO SEO
Did you know is considered the 3rd biggest search
engine in the world?
Millions of people now search for products & services on
video sharing sites as they expect to see tutorials and
hands-on experience being shared
18. VIDEO SEO
Tips:
1. Ensure the title of your corporate or product video contains at
least one keyword
2. Ensure your description for the video contains at least 3 major
keywords
3. Ensure you have added your URL to the description and
embedded it in your video
4. After optimising it, share your video on social media sites.
Search engines pick up on content which generates activity
19. Once you’ve invested all this time and effort into SEO, it’s
equally important to know how to monitor your success
ANALYSING YOUR SEO RESULTS
Tips:
1. Sign up for Google Analytics (it’s free)
2. Once you’ve added your website(s) to
be monitored you can now start
to see:
a) Which keywords drive the most traffic to your site
b) Which country & city visits you most
c) How long people spend on pages on your site
d) Which content they liked most on your site
Tutorial to navigate Google Analytics
Tutorial on setting up a Google Analytics account
20. EXPERT OPINION
“Never expect guaranteed results, or believe those who
promise you that. SEO is not a definitive science, and it is
an on-going, ever changing process”
Mazen Abou Hatab
Head of Marketing
Joob.com
Mazen – one of the top-rated speakers at Click 5.0 in June this year – will be leading a key
session and workshop at Click Egypt on SEO best practice with a focus on the Middle East.
Learn from Mazen in person by clicking here to confirm your attendance!
21. Congratulations!
These are the basics you need for successfully optimising your website.
SEO is on-going and is not a one-time thing. Over the coming months we will
share with you many other tools to master the digital marketing field,
including social media, email marketing, copywriting and mobile marketing.
What’s more, in October, we will share with you a detailed Digital Marketing
Guidebook, which will include insights into better SEO management!
The Online & Digital
Marketing Summit
21-23 November 2011 Sofitel Cairo, El Gezirah, Cairo, Egypt
