SEO - Search Engine Optimization

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SEO - Search Engine Optimization

  1. 1. Search Engine Optimisation (SEO) Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
  2. 2. SEM is becoming the key element for online user behaviour Innovative Internet Marketing TM Internet Marketing
  3. 3. Why is it difficult? Innovative Internet Marketing TM Internet Marketing
  4. 4. <ul><li>Most users click on organic results </li></ul><ul><li>Excellent content is needed </li></ul><ul><li>You need to know what people search for before you offer it to them </li></ul><ul><li>You need to speak their language </li></ul>Innovative Internet Marketing TM Internet Marketing
  5. 5. How search engines work Innovative Internet Marketing TM Internet Marketing
  6. 6. Process <ul><li>Search engines visit websites automatically </li></ul><ul><li>They index documents </li></ul><ul><li>Carry through queries </li></ul><ul><li>Put results in order </li></ul><ul><li>RELEVANCY </li></ul><ul><li>POPULARITY </li></ul>Innovative Internet Marketing TM Internet Marketing
  7. 7. SEO three legs Technical Linking Content Innovative Internet Marketing TM Internet Marketing
  8. 8. 1. Technical <ul><li>Website “kitchen” </li></ul><ul><li>CMS </li></ul><ul><li>Stability </li></ul><ul><li>Server </li></ul>Innovative Internet Marketing TM Internet Marketing
  9. 9. 2. Content <ul><li>Keyword research </li></ul><ul><li>Content creation </li></ul><ul><li>Not just text </li></ul>Innovative Internet Marketing TM Internet Marketing
  10. 10. 3. Linking <ul><li>Internal – links on my site </li></ul><ul><li>Cross – links between our sites </li></ul><ul><li>External – links pointing to my site from outside </li></ul>Innovative Internet Marketing TM Internet Marketing
  11. 11. Ranking factors <ul><li>There are many </li></ul><ul><li>Let’s focus on these that you can control </li></ul>
  12. 12. Title Innovative Internet Marketing TM Internet Marketing
  13. 13. URL Innovative Internet Marketing TM Internet Marketing
  14. 14. Update frequency Innovative Internet Marketing TM Internet Marketing
  15. 15. Headings (H1 ...) Innovative Internet Marketing TM Internet Marketing
  16. 16. Keyword use in body text Innovative Internet Marketing TM Internet Marketing
  17. 17. ALT tags Innovative Internet Marketing TM Internet Marketing
  18. 18. Optimising images Innovative Internet Marketing TM Internet Marketing
  19. 19. Bold, Strong Innovative Internet Marketing TM Internet Marketing
  20. 20. Internal linking Innovative Internet Marketing TM Internet Marketing
  21. 21. Controlling external links Innovative Internet Marketing TM Internet Marketing
  22. 22. Duplicate content Innovative Internet Marketing TM Internet Marketing
  23. 23. Sitemaps Innovative Internet Marketing TM Internet Marketing
  24. 24. If you want to dig deeper <ul><li>Directory structure </li></ul><ul><li>Domain name </li></ul><ul><li>Document age </li></ul><ul><li>META tags </li></ul><ul><li>Validation </li></ul><ul><li>S erver uptime </li></ul><ul><li>D ownload time </li></ul><ul><li>R obots.txt </li></ul><ul><li>R edirection s </li></ul><ul><li>Use of JavaScript </li></ul>
  25. 25. Google <ul><li>http://www.google.com/addurl/ </li></ul><ul><li>http://www.googl.com/webmasters/tools </li></ul>Innovative Internet Marketing TM Internet Marketing
  26. 26. Yahoo <ul><li>http://searchmarketing.yahoo.com/srchsb/ssb.php </li></ul><ul><li>https://ecom.yahoo.com/dir/submit/intro/ $299 </li></ul>Innovative Internet Marketing TM Internet Marketing
  27. 27. Bing <ul><li>http://www.bing.com/docs/submit.aspx </li></ul>Innovative Internet Marketing TM Internet Marketing
  28. 28. Keyword research: <ul><li>Adwords http://adwords.google.com/select/Login </li></ul><ul><li>Yahoo PPC https://login31.marketingsolutions.yahoo.com/ </li></ul><ul><li>Bing/MSN https://adcenter.microsoft.com/ </li></ul>Innovative Internet Marketing TM Internet Marketing
  29. 29. Site <ul><li>http://www.archive.org/ </li></ul><ul><li>Site:... @ Google </li></ul><ul><li>http://www.w3.org/ </li></ul><ul><li>XML, robots.txt & 404 </li></ul><ul><li>http://www.submitexpress.com/analyzer/ </li></ul><ul><li>http://www.webconfs.com/keyword-density-checker.php </li></ul>Innovative Internet Marketing TM Internet Marketing
  30. 30. Links <ul><li>https://siteexplorer.search.yahoo.com/ </li></ul><ul><li>http://www.linkdiagnosis.com/ </li></ul><ul><li>http://www.backlinkwatch.com/index.php </li></ul><ul><li>http://www.socialmeter.com </li></ul><ul><li>http://home.snafu.de/tilman/xenulink.html </li></ul><ul><li>http://www.touchgraph.com/TGGoogleBrowser.html </li></ul>Innovative Internet Marketing TM Internet Marketing
  31. 31. <ul><li>[email_address] </li></ul><ul><li>skype: tonish50 </li></ul><ul><li>www.altex.ee </li></ul>Thank you! Innovative Internet Marketing TM Internet Marketing

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