SEO Demystified by Havas Digital

SEO
Demystified

Review The Basics and Learn
How to Apply Advanced On-
and Off-Page SEO Tactics to
Improve Site Visibility
December, 2009

Havas Digital

Lead Contributors
Rob Griffin
SVP, Director of Search, Data & Analytics
Media Contacts US
rob.griffin@us.mediacontacts.com

Mark Egan
SVP, Director of Global New Business
Havas Digital
mark.egan@havasdigital.com

Marta Martinez
Global Business Development
Havas Digital Worldwide
marta.martinez@havasdigital.com

Ravi Kabra
Managing Director
Center of Excellence India
ravi.kabra@ecselis.com

Polyana Oliveira
SEO Analyst
Media Contacts São Paulo
polyana.oliveira@br.mediacontacts.com

Steven Skroce
SEO Manager
Media Contacts Boston
steven.skroce@us.mediacontacts.com

Carolina Vicente
Head of Search
Media Contacts United Kingdom
carolina.vicente@mediacontacts.co.uk

© 2010 Havas Digital

Havas Digital

CONTENTS
1. What is Search Engine Optimization? Types of SEO.. . . . . . 4
2. SEO Strategy.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3. Research Keyword Research | Competitor Research. 7
4. On-Page SEO.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
· Content (9) · Robots.txt (13)
· Title (9) · Sitemap.xml (13)
· IA, URL - The Website Address (10) · HTML & CSS (13)
· Content Heading Hierarchy (11) · Internal Link Building (14)
· Accessibility & HTML Use (11) · Anchor Texts (14)
· Use of Flash (12) · Nofollow Attribute (14)
· JavaScript (12) · HTML Site Map (15)
· Frames (12) · URL Migration (15)
· Webmaster Portal (13)

5. Off-Page SEO.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
· Sharing Tools (18) · Social Networks (22)
· Building Links (19) · Not So White (23)
· Directories (20) · Who Links to the Site? (24)
· Other Methods of Link Building (21) · VideoSEO (24)
· Social Bookmarking (22) · Images (26)

6. A Case Study.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
7. Summary.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
8. Contact Details.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

© 2010 Havas Digital

Havas Digital

SEO Demystified

WHAT IS SEARCH ENGINE
OPTIMIZATION? 1
Search Engine Optimization (SEO) is the process of structuring a website and devel-
oping links to the website so “crawlers” or search engine robots can easily find, read,
understand and categorize the content.
Once the search engines have completed the site crawl this data is then stored in the
search engine’s index and used to retrieve the most relevant content based on a search
engine user’s query. A well optimized website that includes relevant keywords and au-
thoritative inbound links will, over time, rank well in organic search.
Search Engine Optimization is ultimately a communications plan for search engines so a
website can be found during a relevant inquiry.

SEARCH ENGINE OPTIMIZATION IS A
COMMUNICATIONS PLAN FOR SEARCH ENGINES
SO A WEBSITE CAN BE FOUND DURING A
RELEVANT SEARCH ENGINE ENQUIRY.

Why is SEO important?

According to Nielsen over 75% of consumers use a search engine to find information
about products and suppliers. For many businesses, up to 50% of new traffic is sourced
from a search engine.
However, most of the traffic tends to go to the top ranking websites for any specific search
term. Click through rates for a number 1 ranking are typically 40% falling to 15% for a
number 3 ranking. A recent study showed that most consumers will modify their search
query if a suitable listing is not found within the first Search Engine Results Page (SERP).
Generating traffic requires term-discovery which in turn requires high ranking within
search engines. Search Engine Optimization provides the steps to achieve a top ranking
for any given search term.

According to Nielsen, over 75% of consumers use a
search engine to find out information about products
and suppliers. For many businesses, up to 50% of new
traffic is sourced from a search engine.

© 2010 Havas Digital 4

Havas Digital

SEO Demystified
1. What is SEO?

Types of SEO
SEO has been around since the late 1990’s when Google’s first appearance forced
Yahoo, Inktomi, Altavista and Looksmart to move away from a directory approach. The
basic strategies and campaigns have since matured into different types of SEO that vary
depending on the businesses objectives.
For SEO campaigns the most common priorities are campaign support, brand awareness,
customer retention and customer acquisition. These will decide the breadth and time of
the project as well as where and how the site is optimized.
Campaign support tends to involve brand or language specific optimization for online
video, micro-sites and page/page clusters within a site. More recently, optimization for
brand awareness has focused on social media. Brand awareness is wider with the goal
of increased exposure on search engines earlier in the ‘search journey’ or buying process
of the consumer.
Customer retention usually involves concentrating on specific brand-based searching so
returning customers have easy access to the company’s website and any unique product
lines. Customer acquisition (CA) targets high sale-converting search phrases that tend
to be used when a customer is looking for a supplier and wants to purchase immediately.
CA may also involve targeting Local Search for offline sales or vertical search engines like
YouTube, Yahoo Finance and Google Product search. All campaigns are complicated by
the customer’s domain knowledge, price sensitivity and frequency of purchase.
Every communications plan begins with the business marketing objectives and the
priorities placed on each objective. SEO is no different. In addition, the path a SEO
campaign takes is also swayed by the technical support and capability of the business
and the timeframes in which the business must achieve those objectives.
Once the business priorities are revealed, SEO campaigns will go through a process to
develop a strategy.

Brand Customer
Awareness Retention

Campaign Customer
Support Acquisition


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SEO STRATEGY 2
Generally, when devising a full Search Engine Optimization strategy, Havas Digital
looks at the following elements:

• Research
· The words search engine users apply compared to those directed by
the business objectives.
· Search trends to understand what is emerging or reducing.
· Targeted phrases and strategies employed by competitors.
· Gaps between the business objectives and what the customers are searching for.

• Technical analysis
· The overall capability of the website to allow search engines to access,
understand and index well.
· Identifying any impediments and improvements.
· Understanding how search engines currently interpret a website.

• Content Optimization
· Identifying any gaps between what the search engines understand
and what is trying to be communicated.
· Developing content and recommending coding techniques to bridge these gaps.

• Link analysis
· Understanding whether other websites and search engines see the site
as an authority on the subjects being optimized for.
· Developing a plan to increase that level of authority.

• Strategy
· Developing projections and targets for particular rankings.
· Providing a recommendation on the best way to optimize towards
the business objectives.

• Delivery
· Ensuring campaigns are implemented alongside changes to the website.

• Measurement
· Key Performance Indicators (KPI) developed during the strategy are reported.
· The progress of each campaign is tracked.


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RESEARCH 3
The next stage of any SEO project is research. The first step is to understand the keywords
targeted by the business and what is searched by users. When developing the content for
a site, questions that should be asked are: “What does my site do for my users?”; “How
would my users search?”; and “What will make my users eventually convert?”

Keyword Research
These questions bring together the business goals with consumer behaviour and turn
it into customer actions. Do the words on a website tell the user what the website will
do for him or her and reinforce why the visit is valid. Is the site e-commerce oriented? Are
words such as, “buy,” and “price of” in your product’s pages? Is the site an online bank?
For a new visitor unfamiliar with the Brand, make sure emphasis is on the products by
function and not by name per se. Make sure that marketing speak is also integrated with
what consumers are looking for. For example, in the case of banking sites, preference is
given to “checking account” and “savings account,” over special product names. (Ide-
ally product names would be created to be search friendly).
Since search terms are incredibly important, a number of keyword research tools exist
that identify the words and phrases people use when they search. Some of these tools
also identify geo-targeted searches, topics, demographics and the target visitors’ user
behaviour according to historical search trends.

keyword research tools used by search marketers worldwide*, 2008
(% of respondents)

Google keyword tool 24.1%

wordtracker 19%

competitive research 17.2%

keyword discovery (trellian) 15.5%

google trends 8.6%

5.2% google / yahoo! / suggest NOTE: *US (65%), Canada (12%),
UK (11%), Australia (4%),
3.5% msn labs New Zealand (1%) and other (7%).
Search Engine Marketing Insight,
1.7% yahoo! search assistant “SEM Pro Series 2008”,
December 9, 2008.
5.2% other Source: www.eMarketer.com


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SEO Demystified
3. Research

The keywords suggested by these tools identify terms to integrate into the content of
the site. They also provide information on whether the business is aligned with con-
sumer preferences. The historical volumes of search data should also prioritize terms and
project traffic levels from rankings.
After selecting keywords for optimization, a brand can use paid search to test the results.
The key performance indicators from this test help highlight the terms that drove results
as candidates for SEO. Web analytics can also provide additional insights to the terms
already drawing users to a website.
If the site wants to target a specific user, then focusing on the “long tail” is important. Long
tail keywords are those which contain more than two words and are often descriptive.
With more sites competing on search engines, this strategy has become more important.
However, success with generic one-word keywords (shoes, tires, cruises, etc.) for a well
optimized website may negate the long tail effect.
The following are strategic examples for marketers and site owners. If a site owner no-
tices people looking for store locations, then local search optimization would be part of
the SEO strategy. If the competition includes dominant domains like Amazon or Wikipe-
dia, then leveraging a vertical or specialist search engine like Google Products or Yahoo
Finance can also work.
Additionally for local search, if a customer is looking for pizza to be delivered in Brooklyn,
“pizza delivery,” is not going to provide a satisfactory search. The right way to help that
customer find relevant results would be to optimize the site for, “pizza delivery Brooklyn
Heights New York”.

Competitor Research
Identifying competitors and their share of voice within search engines provides
valuable insight into delivering successful strategies.

An assessment of each com-
petitor should reveal the overall
ranking position of the website
in relation to top keywords and
phrases within the targeted key-
word list. Identify strengths, op-
portunities, and content strate-
gies in use by the competition.
Checking competitors’ back
links used to increase distribu-
tion of competitor brands will
help identify techniques for
building a website’s authority
and ranking capabilities within
search engines.


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On-Page SEO 4
The technical capability to access information and the content on the website determine
whether a website will index well on search engines. For content there are also various
elements that search engines look for as clues to the subject of the website and impor-
tance of particular words.

Content
Put simply, a website needs to say in text what it is about. It needs to use the language,
words and phrases of your audience. Websites that fail to optimize content will not be
included within the search engine’s index for those terms. The placement, use, and detail
around the words must be relevant and repeated in a normal, logical syntax.

Title
The ‘Title Tag’, besides attributing a name to the page, is also displayed in the top left
corner of the browser window when open to the page in question.

The ‘Title Tag’ text also represents the first line of information a user will see in Search
Engine Result Pages (SERPs) in the form of a link to the page.

Some points worth making on Title Tags and their bearing:
• Search engines will provide more emphasis to the subject of a page based on the
page’s title.
• This title is the link in the SERP results. It also gives the potential user an idea as to what
the page is about.
• The title should be limited to 66 characters. This is the highest number of characters
major search engines will show in SERPs for a single result. Pages which have longer titles
than this will risk having important keywords cut off from search results. It is also helpful
to be exact in the description to avoid diluting the target phrase.


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4. On-Page SEO

• It is crucial that key phrases relevant to the content of the page be used for the title.
In addition to giving the user information about its content, it raises the importance and
density of terms that should be ranked in SERPs.
• Meta Keywords provide clues to some search engines of the related content. Although
Google and Yahoo do not use them as a determining factor, representatives from major
search engines recommend including Meta Keywords as there may be use for them in
the future. Notwithstanding, they pass on information to search engines if aligned with
each page’s content.
• Meta Descriptions often show in SERPs so it’s important to provide information about
a page’s content. They are, in essence, promoting a call-to-action to the page.
• It is also important the Meta Description is aligned with the content of the page. The
Meta Description must make use of important keywords from the page itself. These
Meta Tags should be developed individually according to the content of each page on a
website, highlighting targeted keywords.

<meta name ="pagename" content =" Havas :
Home Page" /> <meta name = "title"
content =" Havas is a worldwide
communications Group " /> <meta name
="description" content =" Havas is
organized in 2 worldwide networks:
Havas Worldwide & Havas Media" />
<meta name = "keyword" content =" Havas ,
vincent bolloré, jacques séguéla,
fernando rodes, david jones, havas
group, publicité, advertising,
marketing, media planning, media buying,
branding, market research,
communications, communication, euro rscg

IA, URL - the website address
The Information Architecture (IA) provides the crawl path for search engines to in-
dex a website. Websites designed with few internal links are difficult to index as search
engines’ primary source of discovering content is by following these links. A well struc-
tured, three-level website with strong internal linking between similar subjects and an
easily accessible menu structure will provide accessible crawl paths for search engines.
The information architecture can also provide unique, strong opportunities to index well
on search engines by leveraging anchor links (see internal link building).
URLs that contain keywords related to the page’s content will also help in the ranking
position of a site in SERPs. All search engines publicly support optimized keywords in
URLs. Additionally, they are intuitive for the user. Generally what is good for users is also
beneficial to search engine indexing.


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SEO Demystified
4. On-Page SEO

How to optimize a URL?

URL Keyword Optimization

• Name site categories with keywords that are also search terms typed in by
search engine users.
• Use keywords in different levels of the site’s URLs (each word in the URL should
be separated by a hyphen).
• Use keywords that are the same as or similar to the page’s title.

Content Heading Hierarchy
Search engine robots follow heuristic guidelines pointing out which parts of a page
contain more important text than others. This helps search engines to crawl through
the page more easily while prioritizing certain words over others and defining what the
page is attempting to portray. In addition to defining page content hierarchy, it is also
important to note that cleaner HTML (no in-line formatting or JavaScript) also helps raise
content weight.
The image below shows the importance of HTML code units in the eyes of the search
engines. This should serve as a guide in determining the site’s semantics.

Accessibility & HTML Use
In order for a site to be SEO accessible, search engine crawlers should be able to read all
important information on a site. Think of Google as a site’s most influential user. Barri-
ers to accessibility exist on many sites and this handicap is seen in their SERP rankings. A
few of these barriers are the use of Flash, JavaScript, and Frames.


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SEO Demystified
4. On-Page SEO

Use of Flash
Sites in Flash without the use of alternative text can be virtually invisible to search en-
gines. Search Engines can only read text, so when a site in Flash is not built with instruc-
tions for where to go for non-Flash enabled browsers the content is effectively non-ex-
istent to search engines. The issue is simply remedied by inserting Alternative Content.
This will only be visible to the user without an installed Flash player and will be indexed
by search engines. It’s important that the content inserted in this placeholder match the
content in the Flash file so it will not be considered spam. If the Flash is inserted via Java-
Script, the <noscript> tag can be used. A better option is to use the SWFobject (code.
google.com/p/swfobject/). This method allows for a javascript-based standards-friendly
way of making Flash content accessible to browsers without Flash installed, including
screen readers, text-based browsers and search engines.

JavaScript
JavaScript should only function to change the page’s behaviour (e.g., form validation,
user interaction with the page) and not to generate content. This is recommended be-
cause search engines’ robots cannot parse between text and code in content-generated
JavaScript. Therefore the robots will not index relevant page content. Ajax based sites
will need to ensure that the code is written in a way that allows search engines to index
the content in the specific modules created by the designers.

Frames
Using a Frame allows web developers to divide a site’s page into two or more sections.
Each section has different HTML and is compiled into a sole “master” HTML which iden-
tifies each section. When a user solicits a page with frames, many pages will be shown
in different frames.
These frames are used often to separate parts of a page that are usually fixed (menus,
headers, etc.) from those that are dynamic or alternative (content). Despite facilitating
the maintenance of a site with many pages, the use of frames can be inconvenient to
search engine robots. It is not rare to see frames indexed separately from their pages
in search engine results where the user is only able to see one part of the page’s content
when clicking on the result. However, used properly, frames can also be a logical divider
between the content to be indexed and the content that shouldn’t be indexed, while
presenting visitors with a complete picture. If a marketer or individual decides to use
Frames, it is important to include the <noframes> tag.


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4. On-Page SEO

Webmaster Portal
A website owner is able to authenticate ownership of the website, run diagnostics on
links and direct search engine robots through the search engine’s webmaster portal. This
helps in small measure to identify how well the website has been optimized, as well as
ensuring that the robots.txt file works correctly on the website.

Robots.txt
A robot.txt file can be used to tell robots which pages to crawl. It is placed in the server
root and often notified to search engines through the webmaster portal. The robot.txt
protocol permits unimportant content to be separated allowing for search engines to
crawl relevant content only.

Sitemap.XML
A sitemap.xml is a file inserted into the site’s root directory which lists all URLs on the
site. A verified account on Google, Yahoo & Bing allows access to the site. From there
the site map directs the search engines to all the URLs to be crawled, how often to return
to each page and what priority is put on each page. As of this year priority is not taken
into account by the engines. A great place to read about the sitemap protocol can be
found at www.sitemaps.org.

HTML & CSS
When developing a site with SEO in mind, HTML formatting should be kept minimal
to provide quick access to content . This should be done using cascading style sheets
(CSS). The HTML simply points to the externally referenced file. CSS can also ma-
nipulate the Heading Hierarchy to fit the design while still placing importance on the
hierarchy itself.


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4. On-Page SEO

Internal Link Building
When link building, many sites focus on external link building and forget about the
benefits of internal linking. Internal linking shows search engines what the most im-
portant content is. It also allows the site to be crawled easily. A good example of this
can be found at Wikipedia (http://en.wikipedia.org/wiki/Wiki).

Anchor Texts
Anchor text is the text inside a link that informs the user and search engines of the page’s
content. A link with “Click here,” or “Read More Here,” does not indicate to either the
search engine or the user what the link is about when isolated from its surrounding text.
This is why having an optimized link with relevant keywords is crucial for SEO.
The construction of an anchor text in HTML is:
<a href=“http://www.sitename.com/.../...” texttexttext </a>
In order to keep user navigation on a desired page, a link to open the link in another tab
or window can also be developed. This allows the user reading an article to view linked
pages in separate tabs or windows and return quickly to the original article. The code for
this would incur a “target blank” attribute:
<a href=“http://www.sitename.com/.../...”target=“_blank”>texttexttext </a>

HP
PR 7

L2 L2 HP
PR 3 PR 0 PR 3
HP HP HP
PR 1 PR 0 PR 1
HP HP HP
PR 2 PR 0 PR 2
HP HP HP
PR 3 PR 0 PR 3

Nofollow Attribute
The rel=nofollow attribute tells search engines that a link is not vouched for by the
site on which it is found. It is supported by many search engines and in most, including
Google, nofollow links do not pass link influence to the referenced page.
Overall, this attribute is only recommended for pages like ‘terms and conditions’ that
add no value in “sculpting” a websites’ PageRank. A better way to help search engine
robots reach important pages on a website is to avoid burying valuable goal-convert-
ing pages within the website. As discussed above, pages should be easily accessible
through proper use of anchor links.


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4. On-Page SEO

HTML Site Map
A page with links to main sections of the site eases indexing of pages by search engine
robots. By presenting it in a summarised format, the use of a site map is important for
improving the site’s visibility, especially for sites that have content inside Flash files. It
can also be used as a default for 404 and 500 pages to present consumers with naviga-
tional options when a page link is no longer valid and has been archived or removed.
The site map helps users and search engines find important information quickly and
relevant links for the site.

Some of the characteristics of this informational page are:

• It should be in the same directory as the main website in order to increase its
popularity and relevance.
• The links and anchor text should be in the page’s HTML code.
• The site should contain a link to the “Site map” page on the page’s footer and
all other site pages.
• For very visual products a sitemap using pictures and anchor text allows in-
creased repetition of key words on the page in an acceptable format.
• Google also recommends limiting the site map to a maximum of 100 links
per page. If the limit exceeds 100 links per page, divide the site map into
multiple pages. XML sitemaps can be much larger in size. Their limit is 50,000
URLs per file.

URL Migration
A website’s pages sometimes expire or are removed as time passes and business needs
change. Whether the site is changing its domain, redesigning or evolving as part of
normal business practice, the expired URL still exists within search engine indexes.
To guard against poor user experiences and to retain any SEO benefit from the expired
page, the old URL can be migrated. For this migration process, two optimized strategies
should be followed:
• Use 301 redirects for removed or moved pages (an exception can be to use a 302
or temporary redirect if the site is going through a product update and the link will
not be deleted).
• For very large sites, redirect the more important pages and have the less important
pages generate a custom 404 error page (Page Not Found Error) that includes a mean-
ingful sitemap. The use of 301 redirects should be solely for pages worth the effort.


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SEO Demystified
4. On-Page SEO

The 404 pages are to a great extent more natural when developed adequately. An ex-
ample would be “whichever combination of characters in the URL that aren’t pages,
should return a 404,” guaranteeing the non-existent pages on the site bring the correct
response to search engines (404) and that the site’s internal pages don’t point to non-
existent pages.

Some tips on expired pages:

• Search engine robots seem more interested in sites that present 404 pages
and index them better (they return more frequently to verify if the 404 pages
continue to be unavailable).
• Using a Robots.txt stops search engines from indexing non-existent site pag-
es or temporary pages, such as calendars, programs, etc
• Optimize 404 pages. Once search engines get there, they will most likely find
a path in which to follow to other pages on the site. This page should be a qual-
ity page that presents positive options for the user.
• Check to ensure that the site’s internal navigation is updated frequently so as
to prevent users and search engines from following outdated links

Multiple domains can also redirect traffic using a 301 server redirect. This prevents the
search engines seeing duplicate content as well as passing SEO benefits to the main
website. A redirect is also necessary to ensure search engines only index the preferred
DNS landing page (i.e. http://widget.com lands on http://www.widget.com).


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Off-Page SEO 5
The internet is, simply put, a series of interlinked websites. The formulas employed by
search engines use these links to assign authority to each website. The more reference
links from a website, the more authority the search engines assign to that website which
boosts its rank. The key to link building is distribution and link bait. Link bait is content
people will want to link to. Link bait for an e-commerce site will be different than that of a
magazine or bank, and so on. However, some general examples of linkable content are:
• Articles
• Press Releases
• Tools/Gadgets
• Videos
• Graphs/Charts
• Instructional Texts


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5. Off-Page SEO

Sharing Tools
In order to encourage sharing of all this interesting content, there are a number of tools
that are SEO friendly and help with external link building. However, many websites, espe-
cially social networking sites, are limited by NOFOLLOW tags on links so the SEO ben-
efit is not passed back to the website. These should be viewed as alternative mini-sites
that allow indexing of further information about the business. This information relies on
what other people are saying rather than conferring direct link benefits for the website.

“Share This” Buttons
These buttons facilitate sharing in social networking sites. They can be developed by the
site owner or found on sites that develop the buttons, such as “Add This,” which even
helps track the Analytics of the button and its effectiveness (http://addthis.com). The
buttons usually link to the site author and the technology can be leveraged to optimize
titles as anchor text, depending upon the blog or social network.

Badges
Badges are like stickers people can paste onto their sites’ pages through a simple and
already optimized HTML code. They are not only beneficial linking tools; they bring the
brand closer to the user by allowing the user to interact with it.
Employing catchy phrases or making the badge a sort of affiliation sticker are some in-
centives for users to place these badges on their pages.


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5. Off-Page SEO

Widgets/Search tools
These small applications that people can place on their personal blog or website are
natural links with controllable link quality. They can constantly feed into the page (like
a Twitter widget) or provide interaction and direct traffic (like Google search box).
Once a marketer or site owner has built a widget or application, it is important to
promote it in directories and social networks. Two of the best widget directories are
Widgetbox (www.widgetbox.com/) and Google’s Gadget directory (www.google.com/
ig/directory?synd=open).

Building Links
Effective link building must always consider link quality as high quality links improve
search ranking.

The quality of a link is based on multiple factors:

1. Website Authority. Website authority plays a key role in determining the
quality of a link. The more the important the website (WSJ.com or MSN.com)
the better the link value.
2. PageRank (PR). PageRank is Google’s measure of the popularity of any web-
page based on the way it is linked to other websites. Links coming from pages
with high PageRank are considered to be of better quality than low PR links.
3. Link Position. The position of a link on a webpage also determines its qual-
ity. While stand alone links might be good, in-content contextual links are bet-
ter. Google in particular does not pay much importance to footer links or site
wide links when evaluating them for quality.
4. Outgoing Links. The number of outgoing links on a page also influences the
quality of a link. Fewer outgoing links on a page increases the quality of those
links.
5. Link Volume. Quality is important in link building. Volume cannot be ignored
either. The higher the number of links to a page the better its SEO value.
6. Relevancy. Relevancy is another key factor that search engines take into
consideration while evaluating back links for any website. If the links to a web-
site comes from other websites that are in the same niche, those links are given
much more importance.
7. Anchor Text Optimization. Successful SEO campaigns require a well coor-
dinated strategy. Anchor text optimization highlights the need for coordination
among all parties involved in the success of the site. This can include the crea-
tive agency writing the copy for the site, the public relations agency crafting the


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SEO Demystified
5. Off-Page SEO

press releases, the SEO agency, etc. Ensure the links to a webpage use targeted
keywords as the anchor text. Also ensure the anchor text used for the links are
the same or are variations of the keywords that are used on the landing page.
Take care however, variations of keywords are important in the anchor text. Us-
ing the same anchor text across all links might result in anchor-text spamming
and raise an alarm with search engines.
8. No Follow Links. Make sure the links established for a website are not using
the “rel=nofollow” tag. When a link has the “nofollow” tag attached to it that
tells the search engines not to follow the link and or pass on any PR credit to
that website. These links typically do not contribute to search engine rankings.
9. Bad Neighborhoods. As good quality links are appreciated by the search
engines, links that associate a website with other bad websites are typically
frowned upon. In any link building exercise it is important to avoid not becom-
ing a part of any bad neighborhood (a cluster of bad sites involved in unethical
optimization practice) or FFA (Free For All) directories.

Directories
Directories were the original search engines and a classic method of building links to a
website. Directories are websites that list other websites in a systematic and categorical
way. Webmasters can submit their websites to directories for consideration and once
approved can list website properties within specific categories.
Given the importance of directory links in the initial years of Search Engine Optimiza-
tion, thousands of directories have mushroomed. Not all of them are of good quality.
As a consequence today, directory links are no longer valued as much as they used to
be. There is however still a handful of directories that are considered of high quality by
search engines. The fact remains that directory submissions are one of easiest way to
build links for new websites.

The following criteria will help discern the quality of a directory:

• Good quality directories are human edited.
• Try to find how old the directory is – the older the better.
• Check how many websites are listed in the directory. If the directory
requires payment that is a good sign.
• Check the sites listed in different categories and see if any spam
sites are listed.
• Identify whether the directory is part of a search engine.


Havas Digital

SEO Demystified
5. Off-Page SEO

Other Methods of Link Building
Besides directory submission there are a few other popular methods that help to build
links for websites at no additional cost.

1. Article Marketing

Writing informative articles with links to an individual or marketer’s website and syndi-
cating them. The various article directories help to generate one way links to websites,
augmenting the use of optimized anchor text.

2. RSS Feeds

Most web properties today have an RSS feed. If a site has an RSS feed with high content
quality, make sure to submit the feed to RSS directories. This will help build links from
RSS feed directories. Also many publishers on the web scour these directories to find
new sources of content. As readership to the RSS feed increases, the likelihood of ad-
ditional links to the website grows.

3. Press Releases

Press Releases can also effectively build links. They function much the same way as article
marketing, the only difference being in this case Havas Digital submits press releases to
various press release distribution services. While there are a lot of websites that provide
free distribution of press releases, paid distribution services like PRWire offer a much
wider reach. Submission into services like Reuters can also facilitate higher authority for
the article as well as getting links from high authority press websites.

4. Website Review

There are various websites and forums that conduct website / product / service reviews.
Submitting websites to these review sites can be a good way to garner new links. These
sites deliver the added benefit of a few suggestions on how to improve the website /
product / service.

5. Freebies

Distributing small freebies can be an excellent way to get links. A site can increase
inbound links by creating useful shareable apps, widgets or tools for the webmaster/
blogger community.


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SEO Demystified
5. Off-Page SEO

Social Bookmarking
Social bookmarking is one of the most popular activities on web 2.0 and it is useful for
SEO. Social bookmarking websites allow users to bookmark any content that they like on
any website and share the same content with other users on their network.
A popular variation of this niche is content voting websites. Users submit content to the
website and the community members vote on whether they like the site or not. Crowd
sourcing selects the best quality content.

How Does it Help SEO?
Marketers and individuals can take advantage of social bookmarking services in multi-
ple ways.

• While most of the social networking websites provide no-follow links to websites,
some do provide a normal link without any no-follow tag. This increases link volume.

• Publishing an article on a social bookmarking website may put it in front of millions of
users and there is the possibility that the content can become viral. With an expand-
ing blogosphere it might be cited in blogs and websites generating additional links
and traffic for a website.
For a brand new website, social bookmarking websites can be an easy way to index your
website in the search engines. These websites house the submissions from millions of
people with fresh content added continuously. Search engines are always indexing these
websites to keep pace. Leveraging popular social bookmarking websites can provide
additional links for search engines to reach a website.

Social Networks
Social Networks like Twitter, Facebook, Stumbleupon, etc. have also become a crucial
part of the SEO puzzle. These platforms bring tremendous marketing potential. Now
brands can develop presences within Twitter and Facebook that can be crawled and
indexed by search engines. While each of these social networking platforms have their
own dynamics, the underlying principle remains the same. It’s all about rapport building
and sharing.
Any content shared through these social networks can easily go viral due to the “net-
work” level connectivity among members. In addition, when a piece of content reaches
someone through a friend, it carries with it additional credibility compared to a mes-
sage from an advertiser. According to Facebook, “Huffington Post launched Facebook
Connect in mid-August, and now Facebook accounts for 15% of Huffington Post’s 2.2M
monthly comments.”
Marketers, brands, and individuals are reaching out to a larger audience through these
platforms. Providing link-worthy content through the social networks generates links. A
caveat is that these social networks are increasingly carrying NOFOLLOW tags and thus


Havas Digital

SEO Demystified
5. Off-Page SEO

do not pass SEO benefit to the linked website. The key take away is to ensure that all
SEO efforts are done to benefit the site user. Algorithms may change in the future to
take advantage of crowd sourcing, as seen in Google’s selection of ratings and reviews
for business.

Not So White
Search engines’ approved methods for SEO and link building are referred to as White
Hat. Other methods they do not approve of are referred to as Black Hat or Grey Hat
(when it’s a marginal issue). For link building and off page optimization, two major black/
grey methods are link exchange and link buying.

Link Exchange - Also referred to as link swapping or link trading, this is the most primi-
tive method of link building. This is where a website links to another website in exchange
for a link from that website. With the advance algorithms in place Google has been able
to discount these links; however, the links still work as it is extremely difficult to classify
a true link exchange and a friendly linking practice. To elaborate, if a blogger links to a
brands blog and the brand links back, it is a link exchange but the exchange might not
have beeen done for the sake of manipulating search ranking. Rather it is part of the fluid
nature of hyperlinking. Cases like this can be determined by judging the intent and rely-
ing on the webmaster/SEO community to report known sites engaged in the process.

Link Buying - Link buying as the name suggests is simple – marketers pay a website to
add a link to their site. Google discounts these links as they unfairly influence search
rankings. While search engines try to identify paid links they also rely on the webmaster
community to report to them. The best strategy is to invest in tactics that will draw or-
ganic links to a domain.


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SEO Demystified
5. Off-Page SEO

Who Links to the Site?
As link building is a major component of any SEO campaign, it is important to monitor
link growth. At the same time it is always helpful to keep a tab on competitors’ links.
There are various ways to do this and search engines even provide tools to do so.

In Yahoo!, link:http://www.mydomain.com highlights Yahoo Site Explorer’s feature al-
lowing webmasters to see a detailed list of the link count under the “Inlinks” tab. Also,
webmasters can use the other options to view links for a page/domain/sub domain etc.

In Google, the link:http://www.mydomain.com command also works, however, Goog-
le is more conservative. They do not display the complete list of links to a website for this
search query. To protect PageRank Google displays just a few links.

Google Webmaster Tools however provides a much more comprehensive link report to
webmasters. It will provide page-by-page lists of the number of links. Further, by clicking
each page it displays the exact links to those pages along with the date when Google
crawled that link.

Video SEO
All major search engines have adopted the universal search model which serves results
from videos, images, news and other verticals beside the regular web results for a search
query. This has opened a great opportunity for SEOs to work and optimize videos for
specific keyword results.
Getting a video to rank for certain keywords requires obtaining a thumbnail exposure
within the text based environment of an organic search results list. Videos are highly ef-
fective as modes of communication compared to textual content and thus have much
stronger engagement.


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SEO Demystified
5. Off-Page SEO

While the basic SEO principles apply to video optimization here are a few extra tips that
can provide an edge:

:: Hosted :: :: Posted ::
• 1 video per URL • File name
• Videos in Root site.com/videos • Titles very important
(<= 63 char)
• Navigation links to content
• Vary titles across sites to cluster
• Embed not pop-up
• Descriptive text
• Contextual related links
to product pages • Tag liberally
• On page text • URL at start of description
• Allow sharing/interaction • Branded channels
• Optimize permalink • Watermark inside URL
• RSS 2.0 or MRSS sitemap • Allow commenting/rating
• Include thumbnail
• Set <video:player_loc allow_
embed=”yes”>
• Bookmarking esp to FB
• File name

Video Page VideoSEO Benefit

H1 Key phrase

Description Include KP Link
equity
Video
- Make
content
it similar
Video Video to the

Related Index-able More link
Transcript content links Category content equity
Authority

Comments UGC authority


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SEO Demystified
5. Off-Page SEO

Images
Images are a vital component in the content of a website and if deployed properly they
will drive a lot of traffic. SEOs often overlook the number of searches in image search
engines but there is a substantial amount of traffic for certain products and services. This
traffic will also convert for specific categories.

Few things that can be done for image optimization:

• Image Naming
Use descriptive file names for images and include keywords where applicable.
Use hyphens as separators for multi-word file names.

• Alt Attribute
Add proper descriptive alt attributes to images with proper inclusion of key-
words.

• Long Desc Attribute
For images with strategic importance to a website’s content, use a Long Desc
Attribute to explain the image in detail. The attribute allows a developer to cre-
ate a HTML page with the description.

• Surrounding Text
The text surrounding a website’s images also helps search engines determine
what the image is about. Place images in context to suitably optimized text for
best results.

• Image Size
Optimizing image size is an extremely important step, not just for search engines.
It helps the pages to load faster thereby enhancing the website’s usability.


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A CASE STUDY 6
Acme (not the real brand name) is a consumer packaged-goods brand, a global house-
hold name since the 1990s. Havas Digital manages Acme’s display and PPC campaigns,
but until recently Acme declined SEO services. The client chose a time during a site
redesign to implement a complete search engine optimization.

Acme Challenge
Acme’s main business goals are to attract new and retain existing customers. Because
Acme’s product cannot be purchased online through its website, one of the key perform-
ance indicators Havas Digital uses to measure campaign success is volume of coupon
page views. Although not every consumer who downloads a coupon redeems it (and
views of this page show purchase intent without segmenting visitors into new or existing
customers), the metric can still be used to represent customers in that slice of the pur-
chase funnel.

The Challenge
To work with the creative agency tasked with the redesign; increase organic site traffic;
and be accountable to the KPIs.
SEO services provided prior to the redesign:
• Gained a baseline understanding of the old site performance.
• Keyword research.
• Recommendations on building and implementing a custom 404 error page.
• Mapped old URLs to new ones using 301 redirects.
• Wrote meta descriptions and meta keywords for each page.
• Wrote custom titles for each page.

Measuring Success
Havas Digital’s plan contributed significantly to site exposure and site ranking. Using
the example of the term “Acme coupon” the strategy:
• Increased Google ranking from the 60th position to the 1st position.
• Decreased cost per click 200% in the first month and 500% in the
second month for the same time period last year.
• Increased organic traffic to the landing page over 400%.


Havas Digital

SEO Demystified
6. A Case Study

An additional measure of success calculates the total cost of the keyword and de-
termines the effective cost per landing page view. From this data a savings is deter-
mined. The formula used:

(Time spent on keyword research / number of keywords) / 12 months =
SEO Cost per month

(CPC x clicks) + SEO Cost =
Total Spend

CPC Pageviews + SEO Pageviews =
Total Pageviews

Total Spend / Total Pageviews =
eCPPV (Effective Cost Per PageView)

Once the eCPPV was calculated for pre- and post-Optimization the savings is derived by:
• Post-Optimization Total PageViews x Pre-Optimization eCPPV = X
• Post-Optimization Total PageViews x Post-Optimization eCPPV = Y
• X - Y = Savings

This bottom-line metric determines the effectiveness of the SEO efforts using Dollars as a
reporting criteria. The metric proves the SEO campaign pays for itself.
• The savings from the one coupon keyword alone was 4%
of the entire SEO cost so far.
• The increase in organic traffic has driven the eCPPV down 67%.


Havas Digital

SEO Demystified

SUMMARY
Search Engine Optimization provides one of the best ways to increase traffic to a web-
7
site. The key to optimization is no longer shrouded in mystery. SEO can be easily applied
by, first, understanding the keys to what makes search engines function and, second,
providing relevant content to consumers. A study undertaken by SEOmoz in 2008 looked
to discover what the best practitioners of SEO agreed upon and tallied the results. The
following are the Top 5 Search Engine Ranking factors:
• Keyword Focused Anchor Text from External Links
· 73% very high importance
• External Link Popularity (quantity/quality of external links)
• Diversity of Link Sources (links from many unique root domains)
• Keyword Use Anywhere in the Title Tag
• Trustworthiness of the Domain Based on Link Distance
from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.)

This shows that content is still king. By starting with well optimized content and improv-
ing link building, any marketer will reap the rewards of search engine optimization.

TOP 5 RANKING FACTORS Source: http://www.seomoz.org/

1. Keyword Focused Anchor Text from External Links
73% very high importance

2. External Link Popularity (quantity/quality of external links)

3. Diversity of Link Sources (links from many unique root domains)

4. Keyword Use Anywhere in the Title Tag

5. Trustworthiness of the Domain Based on Link Distance
from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.)


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CONTACT DETAILS 7
We encourage you to contact us directly to discuss, in more details, any concerns you
may have regarding this Havas Digital Insight issue. We will be happy to assist you.
· rob.griffin@us.mediacontacts.com · polyana.oliveira@br.mediacontacts.com
· mark.egan@havasdigital.com · steven.skroce@us.mediacontacts.com
· marta.martinez@havasdigital.com · carolina.vicente@mediacontacts.co.uk
· ravi.kabra@ecselis.com

Or contact your Havas Digital LOCAL OFFICE:

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7. Contact details

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7. Contact details

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address 2 Brady Glady’s Plaza, Unit 1,
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2nd Floor. Senapati Bapat Marg,
Rajeev Balasubrahmanyam
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Office phone +91 22 300 364 00/33

address 3 6-3-899/I, Second Floor, R.V.’s Kamala
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Office phone +91 40 645 631 86 / 661 399 68 address Prolongación Paseo de la Reforma
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7. Contact details

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