This document is a presentation on search engine optimization (SEO) that discusses both on-site and off-site techniques. It explains that search engines use factors like number of links, keyword mentions, and high-quality content to determine a page's value and rank it. Both on-site optimization of content and technical elements, as well as off-site optimization of links from other relevant sites, are important. The presentation includes case studies demonstrating how value can be gained or lost through SEO strategies over time.

1. - Confidential - 2014 | LION & LION

2. How to use
Search Engine Optimisation
to get more visitors to your website
- Confidential -
2

3. - Confidential -
Content
What you will learn from this presentation
3
• What is SEO?
• Understanding the Search Engine
• An introduction to On-Site SEO
• An introduction to Off-Site SEO
• On-Site SEO vs. Off-Site SEO
• Last words

4. - Confidential -
Short case studies
How we can learn from others
4

5. What is SEO?
Why should we optimise websites for search engines?
- Confidential -
5

6. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
6

7. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
7

8. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
8
Importance
• Number of references (links from other pages)
Relevance
• Number of keyword mentions

9. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
9
• Websites that have links from high quality & relevant websites
• Websites with high quality content

10. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
10
Every web page on the internet gets a value.
This value is a score from 0-100.
This score has to be earned over time.

11. The Google Sandbox
How do search engines know which pages to show?
- Confidential -
11

12. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
12
High quality content High quality links

13. Understanding the search engine
How do search engines know which pages to show?
- Confidential -
13
High quality content
• Technically optimised
website
• High quality text on every
page
• User friendly website

14. An introduction to On-Site SEO
How to optimise the website technically to rank higher in Search Engines
- Confidential -
14
High quality content
• Technically optimised
website
• High quality text on every
page
• User friendly website
On-Site SEO

15. An introduction to On-Site SEO
How to optimise the website technically to rank higher in Search Engines
- Confidential -
15
Telling Search Engines what your website is about

16. An introduction to On-Site SEO
How to optimise the website technically to rank higher in Search Engines
- Confidential -
16
Telling Search Engines what your website is about

17. An introduction to On-Site SEO
How to optimise the website technically to rank higher in Search Engines
- Confidential -
17
Telling Search Engines what your website is about

18. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
18
High quality links

19. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
19
High quality links
• Relevant websites
• Websites with high value
• Placement of the link

20. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
20
High quality links
• Relevant websites
• Websites with high value
• Placement of the link
Off-Site SEO

21. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
21
How to recognize high valued websites?

22. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
22
How to recognize high valued websites?
• Continiously posts high quality and trustworthy content
• A lot of websites link to them
• They only link to websites that are relevant for their visitors
• Tons of visitors on a daily basis
• Often technically optimised

23. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
23
Examples of high quality websites

24. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
24
Examples of high quality websites
• Newspapers
• University websites (.edu)
• Government websites (.gov)

25. An introduction to Off-Site SEO
How to optimise the links that link to your website
- Confidential -
25
How value gets from one website to another website
Value: 67/100
 Website A  Website B  Website C

26. On-Site vs. Off-Site SEO
Should I focus on On-Site SEO or Off-Site SEO?
- Confidential -
26
Your value is influenced by both On-Site SEO, ánd Off-Site SEO:
On-Site (43%) Off-Site (57%)

27. - Confidential -
Short case studies
How we can learn from others
27

28. Short Case study 1: Not so genius linkbuilding
How RapGenius got kicked out of Google
- Confidential -
28

29. Short Case study 1: Not so genius linkbuilding
How RapGenius got kicked out of Google
- Confidential -
29
RapGenius lost over 1 Million visitors a day

30. Short Case study 2: A valuable SEO lesson
Losing value over night
- Confidential -
30

31. Short Case study 2: A valuable SEO lesson
Losing value over night
- Confidential -
31
www.example.com/old-name > www.example.com/new-name

32. Short Case study 2: A valuable SEO lesson
Losing value over night
- Confidential -
32
www.example.com/old-name > www.example.com/new-name
24/100 1/100

33. Short Case study 2: A valuable SEO lesson
Losing value over night
- Confidential -
33
www.example.com/old-name > www.example.com/new-name
24/100 1/100

34. Short Case study 2: A valuable SEO lesson
Losing value over night
- Confidential -
34
www.example.com/old-name > www.example.com/new-name
24/100 24/100

35. Short Case study 3: The power of SEO
How Lelong gained 350,000 visitors a month, in three months time
- Confidential -
35

36. Short Case study 3: The power of SEO
How Lelong gained 350,000 visitors a month, in three months time
- Confidential -
36

37. - Confidential -
Last words
The main take aways of this presentation
37
• Value is build over time
• Valuable links have to be earned
• Be careful when changing the URL
• SEO is a long term strategy

38. LION & LION
The Digital Agency
Wesley van der Hoop
Head of Web Optimisation
+60 18 297 0311
Wesley.vanderhoop@lionandlion.com
-- CCoonnffiiddeennttiiaall -- 38