The document outlines the fundamentals of search engine optimization (SEO), including its importance in digital marketing, how Google operates, and the evolving nature of SEO practices. It emphasizes the necessity of integrating SEO within a broader marketing strategy, highlighting that effective SEO can drive significant traffic and business acquisition. The text also discusses key elements such as keyword research, ranking factors, and the impact of social media on search visibility.

1. SEO
How does it work,
Why is it important, and
Why do we have to do it?

2. Objectives
• To understand what Search Engine Optimisation (SEO) is
• To understand how Google works and how it is evolving
• To define search ranking factors
• The importance of understanding search and how it affects
today’s business decisions and strategies
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3. Why SEO?
• Internet growth (a trusted research and lead generation channel)
• SEO as part of the Digital Marketing Strategy: e-mail, Social
Media, website development, conversion optimisation
• Inbound Marketing
– Non-branded keywords: new customers
– Branded keywords: secure sale/reputation/brand strength
• New business acquisition (70% new business)
• Supports other channels as a potential path prior to purchasing
(e.g. e-mail – brochure – Search – website – purchase)
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4. Why Google?
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http://www.youtube.com/watch?v=OqxLmLUT-qc

5. Why Google?
Google: 34,000 searches per second (2 million per minute; 121
million per hour; 3 billion per day; 88 billion per month, figures
rounded)
Yahoo: 3,200 searches per second (194,000 per minute; 12
million per hour; 280 million per day; 8.4 billion per month, figures
rounded)
Bing: 927 searches per second (56,000 per minute; 3 million per
hour; 80 million per day; 2.4 billion per month, figures rounded)
Source:
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http://theeword.co.uk/seo-manchester/february_search_volume_share_dips_for_google.html

6. How does Google work?
Crawl the web
comprehensively and deeply
Rank and Serve those pages
and return the most relevant ones first
Index pages
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7. Googlebots
Crawl the web
comprehensively and deeply
The Google Dance
Crawling the web used to take 30 days
And then Google would index for a week. Page rank as the primary determinant.
The more page rank you have- that is, the
Another week to push that data out. more people who link to you and the more
reputable those people are- the more likely it
In the past Google would stay is we're going to discover your page relatively
without crawling the web for 3 to 4 early in the crawl.
months
In 2003, Google switched to crawling a
fairly significant chunk of the web every
day.
No longer waiting the crawling to finish to
start indexing Freshness
Segment
the web Find updates
quickly
Main Index
Supplemental
Index
Google is getting faster: updates are found 7
very quickly

8. Index pages
Indexing is basically taking
things in word order.
Keyword Inverted Index
Equity Trading Conference
1 7 7
45 12 45
Documents or 67 67 67
Keyword placement and proximity Pages 350 854 453
5,605 5,605 5,605
10,000 10,000 22,500
The whole process of doing the index is reversing, so
that instead of having the documents in word order, you
have the words, and they have it in document order
What documents will match “Equity Trading Conference”?
Equity Trading Conference
Equity Trading
Equity Conference
Trading Conference
Google finds the documents that they believe have
those words, either on the page or maybe in back links,
in anchor text pointing to that document.
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9. Query independent metrics
Not only Keyword (on-page)
Off-page too (PageRank or
Rank and Serve those pages page authority
and return the most relevant ones first
Google uses page rank as well as over 200 other factors
to rank a site to a given keyword.
Provide most appropriate results for the user
Google provides different results for people:
Different countries - .co.uk/.com/.jp/.com.br
Different languages (PC set up)
Individual behaviour (previous visited sites,
previous performed searches
All those machines return their matches.
what's the creme de la crème?
What's the best page that matches this query across the entire index?
And then Google takes that page and try to show it with a useful 9
snippet.
And you get it all back in under half a second.

10. Search Engine Results Page
SERP
Paid Listing
(PPC Bidding)
10-15% of clicks
Other Ads
10 per page
Organic Search (SEO)
85-90% of clicks
Site Links
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11. How important is it to be #1?
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12. Branded and Non-branded
Keywords
Branded Non-branded
• Small search universe • Huge universe
• Target customers that have heard • Allows us to reach 70% of new
of our brand before business
• Vast potential (multiple relevant
keywords/keyterms)
• Customers not necessarily looking
for a conference
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13. Branded and Non-branded
Keywords
Branded Non-branded
TradeTech
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14. Search Engine Optimisation
and the way its evolving
Today
Past Natural On-Page Optimisation
Site Quality and Content
Keyword Stuffing
Backlinks Quality and not Quantity
Hidden Keywords
Over-Optimisation Penalty
Quantity of Backlinks
Social Factors
Search Engine Manipulation
Visitor’s Interaction
From now on
Content Usability, Readability, Design
More relevance in Social Factors
Facebook Search
Harsh penalties for Search Engine Manipulation
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15. Ranking Factors
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16. Future of Search
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17. SEO Best Practices
keyword
rel="nofollow"
Password - https
Bad site structure

18. SEO - Medium Term Strategy
Keyword Research
Audit
On-Page Optimisation
Page Analysis
Strategy
Keywords
Off-Page Optimisation
Tracking
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19. SEO Activities Model
Audit & Keyword Research
The backbone of your SEO activity
On-Page Off-Page
Optimisation Optimisation
25% 75%
Keyword Performance
Analysis/Review
Ways to move your SEO forward 19

20. Keywords
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21. Keywords Selection
Is the keyword relevant to
our business?
Does it bring qualified and
potential traffic?
What does our GA data
tells us about the traffic?
Are people using my
keyterms in Search Engines?
Will I secure a certain level of
visitors if I improve my site
position in SERPs?
How competitive my keywords are?
Can I potentially rank above other
sites or are they more authoritative
and optimised then mine? 21

22. Keyword Groups
A keyword group is a set of keywords which derive from one
or two main keyterms
•Geospatial
•Geospatial intelligence
•Geospatial intelligence London
•Defence geospatial intelligence
•Defense geospatial intelligence
•Geospatial intelligence agency
•Geospatial agency
•Geospatial agency London
•Geospatial analysis
•Geospatial sciences
•Geospatial software
The main purpose of a keyword group is that we do not only concentrate on one
keyword but also understand that keywords can be used with variants in searches
(Geospatial as a broad match). By looking at variants of the main broad keyword we can
then categorise them by the level of relevance, traffic volume and competition.
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23. The Long Tail
[T]here are known knowns;
there are things we know
we know.
We also know there are
known unknowns; that is to 20% of searches performed everyday have
say we know there are not yet been performed before
some things we do not We can’t optimise for what we don’t know,
know. but we can be open for the unknown
But there are also
unknown unknowns –
there are things we do not
know we don't know.
United States Secretary of
Defense Donald Rumsfeld
e.g. conferences geospatial sciences europe 2012
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24. Why Should We Bother?
Because It Works!
For crying out loud!
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25. 4 3
1
2
11 8
46
14 10
45
22 17
42
42
30
29
25
41 17

26. Conclusion
• SEO is constantly evolving and old (manipulative, spammy,
black-hat) techniques are no longer working
• The practice of treating SEO as an isolated channel is dead
• SEO is now part of a bigger thing: the marketing mix
• SEO has to be incorporated in PR, Social Media, Content
Strategy and other marketing activities. Only then we will
see positive effects and ROI.
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27. Any Questions?
Ask the SEO Croc!
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