Search engine optimization SEO

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Search engine optimization SEO

  1. 1. Turun AikuiskoulutuskeskusSearch engine optimization SEO www.turunakk.fi 27.11.2012
  2. 2. Terms• SEO = Search engine optimization (Hakukoneoptimointi)• SEM = Search engine marketing (Hakukonemarkkinointi) − CPC = Cost per click − PPC = Pay per click• SERP = Search engine results page• CRO = Conversion rate optimization − percentage of site visitors who visit a website and perform a desired action www.turunakk.fi 27.11.2012
  3. 3. Goals of SEO• Not simply to increase traffic − Not all traffic is important• Goal of SEO - general goal of business / organisation − E-commerce − Brand popularity − Influence Increasing conversion rate − Traffic for ad income www.turunakk.fi 27.11.2012
  4. 4. Search engine popularity 2012• Worldwide • Finland − Google (85%) − Google (97-98%) − Yahoo 8% − Bing − Bing 4% − Yahoo• USA • Statistics: http://gs.statcounter.com − Google about 75% − Bing 11% − Yahoo 9% Exact percentages vary between sources. www.turunakk.fi 27.11.2012
  5. 5. Search engines• Working method − ”spiders” follow links from page to page − Over 200 algorithms, only part of them known • Constantly changing• Video www.youtube.com/watch?v=BNHR6IQJGZs (by Google) time 0:25 – 1:57• Read text and html code (not images, flash, Javascript)• Remove sites that they see as deceptive − Deliberate methods of trying to deceive spiders www.turunakk.fi 27.11.2012
  6. 6. Web presence analysis• Sum of all internet marketing efforts done to date• Includes social media• Search term analysis• Search engine visibility• Link popularity• Search engine friendliness − Validation, indexing, robots-file, no long query urls, interlinking, usability, visual appeal www.turunakk.fi 27.11.2012
  7. 7. Web presence analysis• Visitor analysis − Search term analysis• PageRank − Counts links leading to your site ”Each link a vote”• Link diversity − Ordinary sites, social media, feeds, news www.turunakk.fi 27.11.2012
  8. 8. Web presence analysis - tools• Visitor analysis − Statistics services − Most used: Google analytics• Link popularity − In Google: link:domain.com info:domain.com − Page Rank: www.prchecker.info (one of many) www.turunakk.fi 27.11.2012
  9. 9. Google analytics• All information about your site visitors• From SEO point of view analyse: − Landing pages − Search words and frases − Referring sites (coming links) − Time spent on site − Bounce rate (= visitor leaving instantly) www.turunakk.fi 27.11.2012
  10. 10. SWOT / Strengths - WeaknessesInternal sources• Technical quality of site• HTML code quality − crawlability• Knowledge of SEO friendly copywriting• Brand of site well known• Keyword density• Usability − 20 second rule – visitor needs to see fast what searching for − Site architecture, sitemap, search• Visual appeal www.turunakk.fi 27.11.2012
  11. 11. SWOT / Strengths - Weaknesses• Reliability (amount of quality links)• User and SEO friendly URLs• Amount of content• Visitor retention time• Calls to action• Load time www.turunakk.fi 27.11.2012
  12. 12. SWOT / Opportunities - ThreatsExternal sources• Competitor ranking• Declining / rising traffic• Social media use• Long tail keywords − More specific − Example: shoes  running shoes  ’brand’ running shoes• Penalization for wrong methods www.turunakk.fi 27.11.2012
  13. 13. Optimizing web site content (1)• Google trends www.google.com/trends• Google adwords http://adwords.google.com − Keyword tool shows monthly searches on specific words• Use most common words both in url, titles, headings and paragraph text − Don’t overuse (20%?)• Writing for web different from writing for paper• Google crawls a site more frequently if new content added often www.turunakk.fi 27.11.2012
  14. 14. Optimizing web site content (2)• No duplicate content – Google penalizes• Content providers use meta descriptions• Division of content both by product, by brand and by use − Example: Toystore: divide products by • Kind (dolls, soft toys…) • Brand • Child’s age www.turunakk.fi 27.11.2012
  15. 15. Linking• Background: search spiders work on links• Links coming to the site − Importance and reliability of links• Links from the site• Links within the site• Interactivity & social media on site brings links www.turunakk.fi 27.11.2012
  16. 16. Supporting channels / Social media• Algorithms changed recently to favour social media• Facebook − Links, traffic, number of shares − Pages• Google+ − Growing, effect uncertain at the moment, Google’s own service• Twitter• LinkedIn – professional subjects• Youtube• Blogs www.turunakk.fi 27.11.2012
  17. 17. Supporting channels / Locality• Google gives priority to local results• Google maps http://maps.google.com  www.google.com/places − Add your business & details• Bing maps www.turunakk.fi 27.11.2012
  18. 18. Search engine marketing• Affiliate marketing (pay only for results)• Google adwords• CPC = Cost per click• Select words carefully: specific terms − not ’cosmetics’ but brand names or ’lipstick’• Over 80% of searchers click on organic (non-paid) results − Many consider more trustworthy www.turunakk.fi 27.11.2012
  19. 19. Links• Google analytics• Google Adwords• Facebook pages• Google+ business pages www.turunakk.fi 27.11.2012

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