[DevDay 2017] Using analytics, focusing on SEO and unability - Keys to develo...DevDay.org
Competition for customers time and money is high and growing, especially in local and regional markets. Developers need to do more than just deliver functionality and good code. They must work with others on their teams to develop sites and apps with an eye on actual user data from Analytics, SEO research, and usability. We will talk about how a developer or a team can get into such a mindset.
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Rexton - Digital Marketing Presentation - 1.27.2014Stephen Lella
The presentation given during the Rexton customer training event in Phoenix, AZ on 1/24/2014. Updated with answers and resources from the questions asked during both sessions. Enjoy!
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
[DevDay 2017] Using analytics, focusing on SEO and unability - Keys to develo...DevDay.org
Competition for customers time and money is high and growing, especially in local and regional markets. Developers need to do more than just deliver functionality and good code. They must work with others on their teams to develop sites and apps with an eye on actual user data from Analytics, SEO research, and usability. We will talk about how a developer or a team can get into such a mindset.
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Rexton - Digital Marketing Presentation - 1.27.2014Stephen Lella
The presentation given during the Rexton customer training event in Phoenix, AZ on 1/24/2014. Updated with answers and resources from the questions asked during both sessions. Enjoy!
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
Prior Version of slides from the internet marketing/seo training days delivered by MBL Solutions for Business & Enterprise North East. NOT for use for attendees after Oct 2010.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
Tuning Up Site Search - IA Summit 2007Chris Farnum
Site search for portals, intranets, e-commerce, and e-service sites often fails to deliver the results that users expect. If your search system isn’t delivering on these high expectations, an important question to ask is what (if anything) has been done to configure and optimize your site search tool. Given the fact that many organizations have already made a big investment in purchasing a search engine, it makes sense to explore ways to tune up your search engine before sending it to the digital scrap heap.
If you are new to the area of site search and facing the challenge of how to rescue your site’s users from a frustrating search experience, this presentation will provide you with effective strategies, starting points and examples. It will also include opportunities for incorporating user testing and search analytics into the process of improving search. The strategies covered will range from the low-hanging fruit (taking better advantage of existing features) to the more robust solutions, which are possible when you have the option of customizing your search engine.
Google Analytics: understanding the data correctlyPromodo
Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:
• Not Provided
• Branded vs non-branded traffic
• Visits with transactions
• Most profitable sources of traffic
• Funnel visualizations, drop-offs
• Bounce rate, it’s correct interpretation
• Mobile traffic
• 404 errors
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialDeep Mehta
This is a complete training module on SEO. Learn about SEO from the basics to advanced stages using this presentation. This SEO training course will help you to keep up to speed with the most widely used digital marketing technique - Search Engine Optimization. This SEO course is published online for beginners as well as experts.
Seo tips and tools for local businessesAnn Stanley
• The digital marketing landscape
• Maximising your visibility in the local Google search results
• Understanding Search Engine Optimisation (SEO) - a beginners' guide
• Recent changes to the Google algorithm and how to avoid getting a Google penalty
• Essential tools and techniques to help you carry out your own SEO
• Introduction to developing or improving your website
• Is your current site performing
• Creating a website scope
• Time and cost of developing a new website
• Elements of your website: content, functionality and design
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
SEO for Online Startups - Small Business Festival Victoria 2015Optimising
A beginner's guide to search engine optimisation, including on-page SEO, off-page SEO, keyword selection, link building and local SEO. Originally presented by Melbourne SEO agency Optimising.com.au at Small Business Festival Victoria on 12th August 2015.
SEO Audit Workshop : Frameworks , Techniques and Tools NEW MEDIA GURU
This webinar will cover practical steps , tools and process for conducting SEO audit from time to time. SEO audits can be used for a variety of benefits and can yield data which can help other digital marketing initiatives and SEO strategy itself.
Webinar will cover the following
1. Framework and process for SEO audit
2. Tools and their usage in SEO audits
3. How to present your SEO audit reports to various levels of management
4. How to created actionable next steps from SEO audit
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Prior Version of slides from the internet marketing/seo training days delivered by MBL Solutions for Business & Enterprise North East. NOT for use for attendees after Oct 2010.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
Tuning Up Site Search - IA Summit 2007Chris Farnum
Site search for portals, intranets, e-commerce, and e-service sites often fails to deliver the results that users expect. If your search system isn’t delivering on these high expectations, an important question to ask is what (if anything) has been done to configure and optimize your site search tool. Given the fact that many organizations have already made a big investment in purchasing a search engine, it makes sense to explore ways to tune up your search engine before sending it to the digital scrap heap.
If you are new to the area of site search and facing the challenge of how to rescue your site’s users from a frustrating search experience, this presentation will provide you with effective strategies, starting points and examples. It will also include opportunities for incorporating user testing and search analytics into the process of improving search. The strategies covered will range from the low-hanging fruit (taking better advantage of existing features) to the more robust solutions, which are possible when you have the option of customizing your search engine.
Google Analytics: understanding the data correctlyPromodo
Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:
• Not Provided
• Branded vs non-branded traffic
• Visits with transactions
• Most profitable sources of traffic
• Funnel visualizations, drop-offs
• Bounce rate, it’s correct interpretation
• Mobile traffic
• 404 errors
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialDeep Mehta
This is a complete training module on SEO. Learn about SEO from the basics to advanced stages using this presentation. This SEO training course will help you to keep up to speed with the most widely used digital marketing technique - Search Engine Optimization. This SEO course is published online for beginners as well as experts.
Seo tips and tools for local businessesAnn Stanley
• The digital marketing landscape
• Maximising your visibility in the local Google search results
• Understanding Search Engine Optimisation (SEO) - a beginners' guide
• Recent changes to the Google algorithm and how to avoid getting a Google penalty
• Essential tools and techniques to help you carry out your own SEO
• Introduction to developing or improving your website
• Is your current site performing
• Creating a website scope
• Time and cost of developing a new website
• Elements of your website: content, functionality and design
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
SEO for Online Startups - Small Business Festival Victoria 2015Optimising
A beginner's guide to search engine optimisation, including on-page SEO, off-page SEO, keyword selection, link building and local SEO. Originally presented by Melbourne SEO agency Optimising.com.au at Small Business Festival Victoria on 12th August 2015.
SEO Audit Workshop : Frameworks , Techniques and Tools NEW MEDIA GURU
This webinar will cover practical steps , tools and process for conducting SEO audit from time to time. SEO audits can be used for a variety of benefits and can yield data which can help other digital marketing initiatives and SEO strategy itself.
Webinar will cover the following
1. Framework and process for SEO audit
2. Tools and their usage in SEO audits
3. How to present your SEO audit reports to various levels of management
4. How to created actionable next steps from SEO audit
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Session 3: Strategy and Analytics - Two Must Haves When it Comes to Online Success(Drafting Your Online Strategy and Measuring the Results - Hands On is also tacked onto this lesson)
Search Marketing Workshop seminar, outlining the key components of search marketing and how search marketing must now include more than just SEO and the techniques you need to know about to take full advantage.....
....A good introduction for small businesses looking to get started in online marketing.
SEO Audit Workshop: Framework, Techniques And ToolsDigital Vidya
Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Entry-level presentation as part of a range of CPD seminars for Northern Irish solicitors, aimed at providing the delegates with a baseline understanding of good online practices and digital marketing.
Innovations of Digital Marketing in Engineering & Technologyiicecollege
Innovations of Digital Marketing in Engineering & Technology
objective:
To study the Traditional Marketing Methodology
To study the Innovations in Digital Marketing
To find the future potential of Digital Marketing in Engineering & Technology
for more details please visit
www.iicecollege.com
Learn SEO Online find introduction of SEO and learn SEO online here.This presentation covers basic aspects of SEO and How SEO would be helpful for your business ?
Search engine optimization class 1. October 2016 at Demand Quest in Minneapolis. Learn the building blocks of SEO and how to apply tactics to your site.
Webinar "Darf ich Google Analytics noch verwenden?"Advance Metrics
Do you use Google Analytics? Then you certainly know that Google Analytics has recently been deemed non-compliant with data protection in the EU.
The data protection authorities in Austria and France have already ruled that the use of Google Analytics violates the EU General Data Protection Regulation (GDPR). Data protection authorities in other EU member states are also looking into the GDPR compliance of Google Analytics.
In our free webinar, we explain the legal background for this decision and show what this new starting position means for the use of Google Analytics in Switzerland.
In addition, we present the advantages and disadvantages of privacy-compliant alternatives to Google Analytics.
iOS 14 Privacy Update - Veränderungen und KonsequenzenAdvance Metrics
Apple iOS 14 ist da – und nun soll auch bald ein zugehöriges Privacy Update für alle kompatiblen iPhones und iPads folgen. Dieses sorgt schon vor Roll-Out für Aufruhr und viele Frage. Wir erklären, warum dieses Update so kontrovers ist, und wie es sich auf Ihr Mobile Tracking, Mobile Online Marketing und App Marketing auswirkt. Eines steht schon jetzt fest: Sie sollten sich entsprechend vorbereiten.
Workshop: Brauche ich jetzt wirklich einen Cookie Banner?Advance Metrics
Webinar zu Cookie Banner und Datenschutz:
Brauche ich jetzt wirklich einen Cookie Banner?
Datenschutzkonforme Cookie Banner gemäss Schweizer Datenschutzgesetz und der Europäischen Datenschutzgrundverordnung (DSGVO).
Seien Sie bereit für das neue Schweizer Datenschutzgesetz und erfahren Sie, ob die DSGVO auch für Ihre Webseite und damit Ihren Cookie Banner gilt. Anhand von verschiedenen aktuellen Beispielen zeigen wir Ihnen, worauf Sie bei der Erstellung und Implementierung Ihres Cookie Banners achten müssen. Die vorgestellten Use Cases umfassen aktuelle Webseiten in verschiedenen Branchen wie B2B, E-Commerce, Bildung, NPOs, usw.
Im Webinar werden die rechtlichen Datenschutzvorgaben sowie die notwendigen technischen Umsetzungen auf der Webseite aufgezeigt.
Lernen Sie aufgrund der konkreten Beispiele, was für Ihren Online-Auftritt notwendig ist.
Social Media Marketing abseits von Facebook & Co.Advance Metrics
Bei Social Media Marketing denken wir meist an die grossen Netzwerke wie Facebook, Instagram, Twitter oder LinkedIn. Ohne Zweifel sind diese relevant, um eine grosse Reichweite zu erzielen. Es gibt jedoch noch viele weitere Netzwerke, die Unternehmen je nach Zielgruppe und Inhalte, die zur Verfügung stehen, nutzen können.
Am Internet-Briefing hat unsere Head of Online Marketing Christina Meyer fünf Alternativen zu den Giganten Facebook & Co. vorgestellt:
• TikTok
• Snapchat
• Reddit
• Mastodon
• WT.Social
Die Präsentation enthält einen kurzen Beschrieb jedes Netzwerks, eine Beschreibung der Zielgruppe, sowie eine Übersicht der organischen und bezahlten Werbemöglichkeiten mit entsprechenden Beispielen.
Viel Spass beim Lesen und beim Erweitern Ihrer Social-Media-Strategie!
The new European Data Protection Regulation (GDPR) came into effect on 25 May 2018. It brought fundamental changes in the handling of personal data, leading to a number of new challenges for digital marketing. Find out how you can create a successful online marketing mix that is GDPR compliant.
So erstellen Sie einen erfolgreichen Online-Marketing-MixAdvance Metrics
Die Präsentation zeigt, wie Sie Ihren Online-Marketing-Mix gezielt zusammenstellen und gibt einen Überblick über die wichtigsten Online-Marketing-Kanäle, Einsatzgebiete und relevanten Kennzahlen. Sie erfahren zudem, wie und mit welchen Tools Sie den Erfolg Ihrer Online-Marketing-Massnahmen messen können. Weitere Informationen finden Sie unter www.amazeemetrics.com.
Mobile-SEO nach Mobilegeddon: Relevanz und Ranking-FaktorenAdvance Metrics
Präsentation an der Suchmaschinen Konferenz Zürich 2016. Inhalt: Warum die mobile Suche relevant ist, wie sich Mobilegeddon darauf ausgewirkt hat und was konkrete SEO-Massnahmen sind, damit eine Webseite in der mobilen Suche gute Ranking-Positionen erzielt.
Based on the tools Webtrekk and intercom.io we explain in this WebExpresso what personalization means and how you can use it for personalized marketing campaigns (Webtrekk) and customized user interactions (intercom.io).
When listening about building new Ventures, Marketplaces ideas are something very frequent. On this session we will discuss reasons why you should stay away from it :P , by sharing real stories and misconceptions around them. If you still insist to go for it however, you will at least get an idea of the important and critical strategies to optimize for success like Product, Business Development & Marketing, Operations :)
Reflect Festival Limassol May 2024.
Michael Economou is an Entrepreneur, with Business & Technology foundations and a passion for Innovation. He is working with his team to launch a new venture – Exyde, an AI powered booking platform for Activities & Experiences, aspiring to revolutionize the way we travel and experience the world. Michael has extensive entrepreneurial experience as the co-founder of Ideas2life, AtYourService as well as Foody, an online delivery platform and one of the most prominent ventures in Cyprus’ digital landscape, acquired by Delivery Hero group in 2019. This journey & experience marks a vast expertise in building and scaling marketplaces, enhancing everyday life through technology and making meaningful impact on local communities, which is what Michael and his team are pursuing doing once more with Exyde www.goExyde.com
Salma Karina Hayat is Conscious Digital Transformation Leader at Kudos | Empowering SMEs via CRM & Digital Automation | Award-Winning Entrepreneur & Philanthropist | Education & Homelessness Advocate
1. Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / info@amazeemetrics.com
Dr. Laura J. Hornbake, Consultant Web Analytics
Christina Meyer, SEO/SEM Consultant
8.2.2014
Analytics and SEO for Startups
3. Goals
• To communicate what web analytics can tell you and why you
should care.
• To help you avoid data overload by focusing on the insights you
need and allow you to forget about the vanity metrics.
• To provide you with some tools that can help you to learn more
about your startup’s performance and to make data-driven
decisions.
5. Audience
Who is visiting your site and what
can you find out about them?
• Demographics
• Interests
• Location and Language
• Devices, Browsers, and
Operating Systems
• New vs. Returning
• Frequency, Recency
10. Audience: Implications
• Do the actual visitors to my site correspond to my target market?
• Is my site ready for (or backwards compatible with) the devices and
browsers they are using?
• How can insights about my audience inform future development of
the site?
• What actions can I take to either better attract my target audience or
better serve this audience?
• How else might these insights require me to revise my strategies and
plans?
10
12. Acquisition
How did your visitors find you? Which channels are bringing the most
traffic?
• Channels: Direct, Search Engines, Referrals, Social, etc.
• Referrals
• Campaigns: Advertising, Newsletters, QR codes
• Social
15. Campaigns
• Whether you’re running low/no budget buzz marketing campaigns
or have funding to spend on ads, you should be tagging URLs
correctly to track campaign performance.
• Example: Newsletter Campaign
15
17. Acquisition: Implications
• Which channels are working for me? Where might I try to improve?
• Is all that time I spend guest blogging, answering questions on Q&A
sites, posting on social networks, etc. producing any results?
• Are my marketing campaigns meeting my expectations?
17
21. Events
• Event tracking can be as simple as recording how often users click a
button or as detailed as registering how far down a page they scroll.
• Form errors
• Video engagement
• Interaction with maps, custom widgets, popups
21
23. Behavior: Implications
• Are visitors doing what you want or expect them to do (register,
subscribe to a newsletter, download a product brochure, etc.) on
your site?
• Which pages are really attracting visitors and getting them to further
engage with the site?
• Where are you losing visitors? Is there something you can clarify or
make simpler?
• Are you tracking the key events that are important to you?
• How can you use experiments to find the best performing version of
your content?
23
25. Conversions
How can you measure success at meeting the specific goals you define
for your site?
• Goals
• E-commerce
• Multi-Channel Funnels
26. Goals
• Which interactions have value
to you?
• Sales, leads, engagement
• Examples:
• User registration
• Page views > 5 pages
• Contact form submitted
• Event
• Assign monetary values to
events
26
27. Multi-Channel Funnels
• What complex paths do visitors take
before completing a conversion?
• Assisted conversions
27
28. Conversion: Implications
• Are you meeting the targets you’ve set for your goals? Do you need
to revise them?
• What can you learn about how visitors finally arrive at the
interactions you’ve defined as goals?
• Is the effect of certain channels more subtle than the Channels
reports suggest?
• How might this influence your strategies?
28
30. Final Suggestions
• Experiment with slicing and dicing data in different ways:
• Timeframes
• Segmentation
• Make web analytics a regular part of your processes
• Be curious; be flexible.
30
31. Take Away
• Get beyond the first overview page of your analytics tool and dig
into the data.
• Web analytics can provide you with a lot of good data for your
strategic decision-making.
• Am I wasting time/effort/money or are the things I’m doing paying
off in concrete, measurable results?
42. Ranking Factors
Ranking factors are criteria used by search engines to evaluate the content and
relevance of a web page.
The web pages are ranked based on these ranking factors.
42
43. Ranking Factors
Study based on 10’000 search
terms for Google Germany.
http://www.searchmetrics.com/de/services/ranking-faktoren-2013/
43
44. Step 1: Keyword Research
Keyword Sources:
• Your own website
• Competitors‘ websites
• Google Trends
• Google Autocomplete
• Google AdWords Keyword Planner
44
Focus on high volume and low competition.
45. Step 2: Technical Optimization
• Make your website accessible for search engines.
• Help search engines understand the content of your website.
• Achieve a high click-through-rate in the SERPs.
• Provide a user-friendly website.
45
Achieve high rankings in the Search Engine Results Pages.
46. How Results are Displayed in the SERPs
46
Title
Description
URL
Direct Links
47. URL Structure
• Use important keywords in the URL:
• Search engines understand the content of your website.
• Higher click-through-rate higher ranking
• SEO Best Practice:
• Separate words with dashes, no underscores
• Keep your URLs as short as possible (not more than 200
charachters)
• Do not use any spaces or special characters
47
48. Geographic and Language Targeting
There are 4 ways to include geographic and language targeting in URLs:
• Top Level Domain: www.google.ch, www.google.de
• Subdomain: de.reuters.com, uk.reuters.com
• Subdirectory: www.zara.com/ch/de, www.zara.com/de
• URL Parameter: example.com?loc=de, example.com?loc=fr
• SEO Best Practice: Subdomain or Subfolder
• Subdomain: Allows different server locations.
• Subfolder: Low cost (1 host)
• If you have different Top Level Domains link building must be done
separately for each domain.
• There is no good reason to use URL parameters.
48
49. Title Tags
• HTML Tag (HTML-Head): <title>
• Use important keywords in the title tag:
• Search engines understand the content of your website.
• Higher click-through-rate higher ranking
• SEO Best Practice:
• Not more than 70 characters long
• Place keywords at the beginning of the tag, the brand name at
the end.
49
50. Meta Description Tags
• HTML Tag (HTML-Head):
<meta name="Description" content="Eine Beschreibung Ihrer Seite"/>
• The meta description tag is a marketing text for your result in the
SERPs:
• Does not affect search engine rankings.
• But: Higher click-through-rate higher ranking
• SEO Best Practice:
• Not more than 160 characters long
50
51. Heading Tags
• HML Tag (HTML-Body): <h1>, <h2>, <h3> etc.
• H1 is the most important heading tag for search engines and should
include relevant keywords:
• Search engines understand the content of your website.
• SEO Best Practice:
• Use exactly one H1 Tag on every page
(you can use more than one H2 tag).
51
52. Internal Linking
• Search engines crawl a website by moving from link to link.
• Internal linking is crucial for search engines:
• To recognize the structure of the website.
• To find all existing pages.
• Search engines understand the content of a link based on its
anchor text.
• SEO Best Practice:
• Use 2-3 internal links on every page, but no more than 100 links
on one page.
• Use relevant keywords in the anchor text.
52
53. Image Names and ALT Tags
• Search engines and screen reader software identify the content of an
image based on its filename and ALT tag.
53
• SEO Best Practice:
• Use descriptive filenames for your images
(no numbers or special characters)
• Always define a descriptive ALT tag
http://pixabay.com/en/cupcake-cake-chocolate-
icing-pink-163593/
54. Source Code Validation
• Search engines use the W3C standard to evaluate the quality of a
website.
• Definition of W3C according to Wikipedia:
„The World Wide Web Consortium (W3C) is the main international
standards organization for the World Wide Web“.
• Check your homepage regularly with the W3C validator and correct
all errors and warnings: http://validator.w3.org/
54
55. Page Load Speed
• The page load speed of a website is an important ranking
factor.
• Google considers a page load time longer than 1.4 seconds as
slow.
• Use the recommendations of Google PageSpeed test to
optimize your website‘s performance:
https://developers.google.com/speed/pagespeed/insights/
55
http://pixabay.com/en/running-cheetah-speed-animal-fast-48433/
56. Sitemaps
• A sitemap helps the search engines understand the structure of the
website and supports the crawling process.
• Create an XML sitemap for your website and submit it to Google
with Google Webmaster Tools.
• Submit a new sitemap whenever you make changes on your
website.
56
57. Duplicate Content
• Duplicate content is caused by identical or similar content on
different URLs.
• Duplicate content can harm search engine rankings:
• Search engines do not know which of the pages is the most
relevant for a search query.
• Search engines prefer to offer the user a variety of different
pages in the SERPs.
• If there is a lot of duplicate content search engines might think
that you want to trick them.
57
58. Common Causes of Duplicate Content
• URLs in www and non-www versions.
• URLs with uppercase and lowercase characters.
58
Keep 1 version and implement a 301 Redirect from the other
versions to this one.
59. Structured Data
• With structured data a markup can be added to your content which is
recognized by the major search providers.
• Common types supported by Google:
• Breadcrumbs (links)
• Events (date, name and location)
• Music (links to songs or samples)
• People (name, job title, address)
• Products (price, availability, review)
• Reviews
• Apps
• Videos
• Overview of all rich snippets: http://schema.org/docs/schemas.html
• The created rich snippets can be validated with the testing tool of Google
Webmaster Tools: http://www.google.com/webmasters/tools/richsnippets
59
61. Publisher and Authorship Tag
Publisher Tag:
• Relationship between Google+ company page and company website
Authorship Tag:
• Relationship between Google+ profile and blog posts
61
63. Step 3: Usability
• Overall Appeal: Provide a readable, well-structured website
• Navigation: Make it easy for users to navigate even if they access the
website from the search engines, as opposed to from the
homepage.
• Information architecture: Provide consistency.
• Content quality: Provide well-written, useful and fresh content.
63
64. Step 4: Link Building
The relevance of a website is defined based on the quantity and quality
of external links.
Effective link building measures:
• Submit your website to company and industry directories.
• Contribute with comments to relevant blogs and forums.
• Submit your content to social bookmarking sites.
• Search for unlinked brand mentions.
• Identify broken links on websites.
64
Content Marketing is the most important driver of links.
66. Social Media
• Social Signals are a strong
influencer of search engine
rankings.
• Facebook, Twitter and Google+
are the most important social
networks for SEO.
66
http://www.searchmetrics.com/en/services/ranking-factors-2013/
67. Take Away
• Make sure that your website is visible in the Search Engine Results
Pages.
• Take SEO into account when building your website.
• Regularly monitor the technical performance of your website with
Google Webmaster Tools.
• A continuous effort for link building and content marketing is
important.
• SEO is an ongoing process – you will see results after a few months,
not after a few days.
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