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The importance of SEO in Internet Marketing

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Basic SEO training course prepared for Stjerneskibet coworking space (Odense, Denmark).

Schedule:

SEO BASICS
Specific knowledge points include:
Learning how Google works
What search engines are looking for
Building a monthly SEO action plan

KEYPHRASE RESEARCH
Specific knowledge points include:
Understanding the importance of keyphrase research
Learning the keyphrase research tools
How to develop a per-page keyphrase strategy

CONTENT DEVELOPMENT TRAINING
Specific knowledge points include:
Specific SEO writing best practices
Important places to include your main keywords
How to edit existing text for keyphrases

Published in: Data & Analytics
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The importance of SEO in Internet Marketing

  1. 1. The Importance of SEO in Internet Marketing by Szymon Pietkiewicz
  2. 2. 3 GOALS FOR TODAY 1.Learning how Google works 2. Understanding the importance of key-phrase research 3. Learning specific SEO writing best practices
  3. 3. About Us Copywriting & Storytelling Copywriting is the process of writing promotional materials. Storytelling is a way of transmitting a message in an entertaining and memorable manner. Stories allows to capture listeners’ attention, but they also make it more likely that they will remember what we are telling them. #copywriting #storytelling Web Analytics & Conversion Optimisation Our data insights allow our Clients to cut through mere statistics, turning numbers into actual business value. Through our analytical and conversion optimisation expertise we will hone your campaigns and website to meet your business goals. #Google Analytics #A/B testing #Optimizely SEO Audits and Consulting SEO deals with improving your website's visibility in unpaid search results. At our company we like to optimise not only your website, but also your digital team. Our SEO audits and consulting will help you dominate organic search results. #Google #SEO
  4. 4. SEO Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine's (Google, Yahoo, Bing) unpaid results.
  5. 5. SERP (Search Engine Results Page)
  6. 6. How Google Works Googlebot is Google’s web crawling robot, which finds and retrieves pages on the web and hands them off to the Google indexer. Googlebot gives the indexer the full text of the pages it finds. These pages are stored in Google’s index database. Google considers over a hundred factors in computing a PageRank and determining which documents are most relevant to a query https://www.google.com/insidesearch/howsearchworks/thestory/
  7. 7. Google algorithm The formula Google uses to rank the resulting Web pages from a user's query. Along with the PageRank system that was Google's major contribution to evaluating Web site importance due to popularity, Google uses numerous other criteria that change periodically to deliver more relevant results as well as to prevent people from gaming the system.
  8. 8. Google algorithm
  9. 9. Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given. Performance: How fast is your site and does it work properly? Authority (backlinks): Does your site have good enough content to link to or do other authoritative sites use your website as a reference? User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate? What Search Engines Are Looking For
  10. 10. What Search Engines Are NOT Looking For Keyword Stuffing: Overuse of keywords on your pages. Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned. Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they’re looking for will only increase your bounce rate. Black Hat SEO
  11. 11. Black hat SEO refers to a set of practices that are used to increases a site or page's rank in search engines through means that violate the search engines' terms of service. Black Hat SEO Content Automation Hidden Text or Links Keyword Stuffing Spam in comments Cloaking Link Manipulation (including buying links) Article Spinning Link Farms, Link Wheels or Link Networks Duplicate content
  12. 12. Black Hat SEO
  13. 13. How to find out what search terms people are using when researching your product or service?
  14. 14. Google’s keyword planner tool
  15. 15. Google’s keyword planner tool
  16. 16. Google’s keyword planner tool rengøring 4400 rengøringsfirma 1300 damp rengoring rengøringshjælp 1900 privat rengøring 880 rengøring privat 480 hovedrengøring 320 erhvervsrengøring 260 damperengoring 140 rengøringshjælp søges 260 rengøringsfirmaer 210 hjemmeservice 320 rengøringsdame 210
  17. 17. Google’s keyword planner tool How to Judge the Value of a Keyword How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? Understanding the Long Tail of Keyword Demand The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume. Keyword Difficulty If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
  18. 18. Google’s keyword planner tool https://moz.com/products/pro/keyword-explorer
  19. 19. www.google.dk/trends/
  20. 20. www.google.dk/trends/
  21. 21. First Page of Google and How I Get My Clients There
  22. 22. SEO CONTENT DEVELOPMENT SEO copywriting is a specialized form of online writing that: 1.Contains keyphrases — words your target reader types into a search box to find the information she wants. 2.Helps online content rank higher in search results. 3.Drives qualified traffic.
  23. 23. SEO CONTENT DEVELOPMENT Step by step: 1.You research keywords … 2.Then select a particular keyword and … 3.Use that keyword to write content … 4.Which other people then read and share on Twitter, Facebook, their own blogs, and other social media platforms
  24. 24. SEO CONTENT DEVELOPMENT • The title of your content (H1 headline) • The first sentence of your first paragraph • At least one heading within the content • The page’s URL •The alternate text field of any images you’ve included • Ensure that your content is at least 300 words in length • No duplicate content
  25. 25. SEO CONTENT DEVELOPMENT
  26. 26. SEO CONTENT DEVELOPMENT Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase. Tips: Don’t pick single word Choose Word Phrases it will give you more search engine impressions in different word formations Use synonyms of the words you have chosen (No. of Keywords/ Total number of words) * 100 5.5% Ideal Keyword density Percentage
  27. 27. SEO CONTENT DEVELOPMENT Effective SEO services for Scandinavia Experienced search engine optimization company SEO is the process of getting traffic from the free search results on search engines. In other words it is the activity of ensuring that website can be found in search engines (like Google, Bing) for words and phrases relevant to what the site is offering. Why do you need SEO? Because you want to attract visitors who are browsing Google products or services that you offer. Better SEO means more traffic to your website. How does Google work? Search engine uses crawlers (Google bots) that gather information about all the content they can find on the Internet.The crawlers bring all this data to the search engine to build an index. That index is than fed through an algorithm that tries to match all that data with queries (relevance of your site when someone enters a keyword or phrase into Google). Search engine optimization – two basic area: ….
  28. 28. Title TAG Title tags are the second most important on-page factor for SEO, after content. What is a Title Tag? Title tags are part of the meta tags that appear at the top of your HTML inside the < head> area. Think of title tags like the title of the chapter of a book. It tells people and search engines what your page is about.
  29. 29. Title TAG
  30. 30. Title TAG  Length: Title tags should be a maximum of 70 characters long, including spaces.  Keyword Placement: Your most important words (keywords) need to be first in your title tag, with your least important words being last in the title tag (most to least).  Keyword Separation: Use pipes | to separate important (keyword) phrases (no commas, underscores, dashes or any other punctuation unless the keyword is written that way).  Wording: Keep your important phrases short and simple.  Company Name: If your company name is not part of the important (keyword) phrases, put it at the end of the title tag  DON’T DUPLICATE Title Tags: They must be written differently for every page.  Make It Relevant: Title tags must be written to be descriptive of the content on the page.
  31. 31. Meta-description Meta-descriptions play a big role in search results. In case you're unfamiliar with the term, a meta description is the snippet of information below the link of a search result. Its purpose is to describe the contents of the page to the searcher. The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description.
  32. 32. <head> <title>Example Title</title> </head> <head> <meta name="description" content="This is an example of a meta description. This will often show up in search results."> </head> Code Sample
  33. 33. 1. How will you improve my search engine rankings? 2. Do you adhere to search engines' webmaster guidelines? 3. Can you guarantee my website will achieve a number-one ranking on Google, Bing and Yahoo? 4. Will you share with me all changes you make to my site? 5. How do you measure the success of your SEO campaigns? 6. What happens when we part ways? 7. What are your fees and payment terms? 7 Questions to Ask When Hiring an SEO Consultant
  34. 34. First Page of Google and How I Get My Clients There
  35. 35. Tak for opmærksomheden! Szymon Pietkiewicz Phone: +45 52 78 85 12 E-mail: szymon@effectivemarketing.dk Website: effectivemarketing.dk Please feel free to contact me if you need any further information. Szymon Pietkiewicz Phone: +48 609 314 739 E-mail: szymon@conversacja.pl Website: conversacja.pl

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