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Using SEO to generate 
online traffic and be 
discovered 
22 
Oct 
2014 
Sylvain Reiter from Cyber-Duck Ltd 
Presentation ...
Hi. I am Sylvain Reiter 
Co-Founder & Development Director @ Cyber-Duck 
@sylvainreiter 
2
THE EVOLUTION OF SEO 
3
The History of SEO 
“Archie”, first Internet search engine, written in 1990 
Spider crawling the web 
Content analysis / K...
The arrival of Google in 1997 
Started using links as ranking signal 
Page Rank metrics = “Link Juice” 
Count as an editor...
SEO vs PPC 
6
SEO via link building 
Optimising for the major ranking factor: links 
Reciprocal link exchange programs, selling of link-...
Penalties 
Google regularly updates its algorithm 
Introduction of penalties in 2006, dropping offending sites’ rank 
Glob...
Penalties 
logicworks.net 
9
Major Google updates 
Panda in 2011: quality content (ban duplicated content) 
Penguin in 2012: anti-spam against low-qual...
Aim for Top Rankings 
11
WHERE TO START WITH SEO? 
12
Search Engine “Compliance” 
logicworks.net 
As Eric Enge put it: 
"Design your site as if search engines did not exist, bu...
ON SITE - Focus on content 
Become the trusted authority in your sector 
Create content that your customers want to read 
...
ON SITE - Technical requirements 
Site and pages structure + URL 
Markup and semantic HTML 
Server speed and location 
Dom...
ON SITE - Optimise for all devices 
Google runs several spiders to identify how websites respond 
on mobile devices 
Ranki...
OFF SITE - Build a digital footprint 
It's all about citations, connections, mentions and associations 
Work closely with ...
IMPORTANCE OF ANALYSIS 
18
Importance of measurement 
Need to measure ROI of campaigns (email, social…) 
Identify market / audience and trends in sal...
Free tool: Google Analytics 
Free tool with thousands of metrics 
Tag your site to track events, goals and funnels 
Analys...
Funnel optimisation 
Web Analytics 
User testing (eye tracking, focus groups) 
A/B or MVT testing 
CrazyEgg recordings 
21
CASE STUDY 
22
23
SUMMARY 
24
Don’t 
You cannot get on the first page in a week, and don’t try to fool 
Google! 
Have any of these ideas 
“We will have ...
Do 
Have a long term strategy, tied in with your Marketing plan 
Develop your brand off- and on-site 
Build a culture of m...
THANKS FOR YOUR TIME! 
27
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"Using SEO" presentation from Sylvain Reiter @ Business Media Insights 2014 in London - The Information Industry Network

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Using SEO to generate online traffic and be discovered

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"Using SEO" presentation from Sylvain Reiter @ Business Media Insights 2014 in London - The Information Industry Network

  1. 1. Using SEO to generate online traffic and be discovered 22 Oct 2014 Sylvain Reiter from Cyber-Duck Ltd Presentation at Business Media Insight 2014 1
  2. 2. Hi. I am Sylvain Reiter Co-Founder & Development Director @ Cyber-Duck @sylvainreiter 2
  3. 3. THE EVOLUTION OF SEO 3
  4. 4. The History of SEO “Archie”, first Internet search engine, written in 1990 Spider crawling the web Content analysis / Keywords / Header tags Over 20 different search engines by 1995 4
  5. 5. The arrival of Google in 1997 Started using links as ranking signal Page Rank metrics = “Link Juice” Count as an editorial vote for a page / site Global dominance by 2008, now 89% of UK search queries 5 pixabay.com
  6. 6. SEO vs PPC 6
  7. 7. SEO via link building Optimising for the major ranking factor: links Reciprocal link exchange programs, selling of link-ads, syndicated article portals… Opened the door to “black hat” SEO (hidden pages, white text on white background, blog comment spam…) 7 seolinkbuildingservice.com
  8. 8. Penalties Google regularly updates its algorithm Introduction of penalties in 2006, dropping offending sites’ rank Global brands get penalised for black hat SEO 8
  9. 9. Penalties logicworks.net 9
  10. 10. Major Google updates Panda in 2011: quality content (ban duplicated content) Penguin in 2012: anti-spam against low-quality / paid links Hummingbird in 2013: semantic understanding Pigeon in 2014: more accurate local results nubemedia.com 10 bluepolointeractive.com
  11. 11. Aim for Top Rankings 11
  12. 12. WHERE TO START WITH SEO? 12
  13. 13. Search Engine “Compliance” logicworks.net As Eric Enge put it: "Design your site as if search engines did not exist, but be search engine smart in your design" "Market your site as if search engines did not exist, but be search engine smart in your marketing efforts!" 13
  14. 14. ON SITE - Focus on content Become the trusted authority in your sector Create content that your customers want to read Blog / White Papers Infographics Videos Calculators Have a professional looking website Start with long-tail keywords 14
  15. 15. ON SITE - Technical requirements Site and pages structure + URL Markup and semantic HTML Server speed and location Domain name history logicworks.net 15
  16. 16. ON SITE - Optimise for all devices Google runs several spiders to identify how websites respond on mobile devices Rankings are influenced by the browsing device High bounce rates can indicate a bad user experience, which is a worrying sign logicworks.net 16
  17. 17. OFF SITE - Build a digital footprint It's all about citations, connections, mentions and associations Work closely with your PR team Benefit from social media amplification, viral campaigns Plan localised strategies and events Encourage your customers to use reviews / comparison sites Use PPC and "display ads" campaigns wisely 17
  18. 18. IMPORTANCE OF ANALYSIS 18
  19. 19. Importance of measurement Need to measure ROI of campaigns (email, social…) Identify market / audience and trends in sales channel Review conversion funnels and website pain points Use social media analytics for outreach to influencers logicworks.net 19
  20. 20. Free tool: Google Analytics Free tool with thousands of metrics Tag your site to track events, goals and funnels Analyse geographical or timely trends Combine with Google Webmaster Tool for warnings 20
  21. 21. Funnel optimisation Web Analytics User testing (eye tracking, focus groups) A/B or MVT testing CrazyEgg recordings 21
  22. 22. CASE STUDY 22
  23. 23. 23
  24. 24. SUMMARY 24
  25. 25. Don’t You cannot get on the first page in a week, and don’t try to fool Google! Have any of these ideas “We will have an SEO push later in the year” “We don’t need SEO, we are not eCommerce” “It’s OK, we are on Facebook” “SEO and PR are two different activities” 25
  26. 26. Do Have a long term strategy, tied in with your Marketing plan Develop your brand off- and on-site Build a culture of measurement, monitoring and data analysis Make your developers SEO-aware Hire engaging content creators 26
  27. 27. THANKS FOR YOUR TIME! 27

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