Search engine optimisation: Embedding search into content & communications strategy
Digital Training Search Engine Optimization · •Focuses on user signals and content quality...
Transcript of Digital Training Search Engine Optimization · •Focuses on user signals and content quality...
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Digital Training
Search Engine Optimization
Presented by:
Aris Tianto | Head of Search at [email protected]@atianto
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Why Is Search Important
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Why search is important?
Total Internet users in Indonesia [2013]
55,000,000
4%
1%
Indonesia Search Engine Market Share
95%
Yahoo
Others
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SEO / Organic Listings
The Search Marketing Trifecta
Display Network Listings
Paid / Sponsored Listings
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Website Results
Adwords/Paid Search
Images
A few words about Universal Search
Places
Maps
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The Path to Purchase in Education Industry (US)
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Google CTR for Top ranking
+50% of Google users click on an organic search result on page 1 +20% of Bing users click on an organic search result on page 1
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Key takeaways from CTR study
Higher Rankings = Higher Click-Through Rates
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What is Search Engine Optimization (SEO)Optimization (SEO)
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Why Search Engine Optimization (SEO)
“To grow the size of the pie, you’ve got to go non-brand”
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What Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic")
search results. [Wikipedia]
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[Video] Introduction to SEO
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Organic (SEO) Vs. Paid Search
Organic Results
Google Place
Paid Results
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SEO drives over 80% of all clicks
http://www.quora.com/How-overhyped-is-the-concept-of-SEO
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PPC = ~85%
SEO is Still Under-Invested
1 Billion Searches / Day;
1 Billion Searchers / Week
PPC = ~85%of spend
SEO = ~15%of spend
http://searchengineland.com/report-growth-of-paid-search-budgets-decline-while-seo-budgets-increase-16777
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SEO is cost-effective
No top line media cost
Cost Per Click declines over time
Key phrase analysis and content optimization only costs
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Disadvantages of SEO
Long Term Result High Competition Visibility challenge
• Billion pages being indexed by search engines everyday
SE position depends on constantly changing algorithm• Staying on top of results requires• Specialist knowledge• Specialist knowledge• Constant monitoring• Ability to respond• Acceptance of lack of control
Impossible to predict or guarantee• Positions• Click volumes• Future changes to algorithm• Competitor actions
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How Search EngineWork
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[Video] How Search Engine Work
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The Basics of How Search Engines Work...
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Crawling & Indexing
Without links, the engines might never find this never find this
page
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Crawling, Indexing, Ranking & Searching...
1. Website is created
2. Website gets links
3. Bots/spiders discover links
4. Bots/spiderscrawl website
5. Website is indexed
6. User searches
7. SE matches query and ranks
results
8. Search results are displayed to
user
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Query Deserves Freshness (QDF)
Normal Result
QDF
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Query Deserves Diversity (QDD)
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SEO Key Principles
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SEO has evolved a lot over the last 10+ years
1999 - 2002On-site Factors Dominate
2003 – 2008External Links Sources
2009 – 2013+Social Signals & Semantic Web
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Caffein [2010]• An advanced web
indexing system (not an algorithm update)
Panda [2011]• New machine learning
algorithm
• Rolled out in most
Penguin [2012]
• Over-optimization penalties
• Targets too many
Hummingbird [2014]
• Return better results
Regular Search Engine Algorithm Update
algorithm update)
• Indexes the web on a huge scale
• continuously updates the index with new content
• 50% fresher search results
• Drives Google Instant and real-time search, including Google+
• Rolled out in most major countries and languages
• Focuses on user signals and content quality
• Affects the long-tail of search primarily but not exclusively
• Every page of contenton a site must be high quality and have purpose
• Targets too many instances of a keyword on-page
• Targets over-using the same anchor-text in links pointing back to website
• Punishes sites with low quality and scraped content
• Return better results
• Precise
• Fast
• Old stuff with new engine
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Search Engine Optimization
A group of strategies and techniques that aim to improve a website’s rankings and traffic from natural search results
Popularity
On-Site Off-Site
3 pillars of SEO
Technical
Web design and development aspects
Content
Unique and keyword-rich information
Popularity
Quantity and quality of links or mentions to a
site
KEYWORD RESEARCH & STRATEGY
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Common SEO Mistakes
• Treating SEO as an afterthought
• Using a CMS that is not SEO-friendly
• Improperly using tags
• Lacking depth on your website• Lacking depth on your website
• Ignoring dated content on your site
• No linking strategy
• Not viewing SEO as a continuous process
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Keyword Research
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Keyword Analysis
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Keyword Research Tips
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Keyword Research Process Map
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A Simple Process for Choosing Good Keywords
High Volume(many searches/month)
Low Competition Ideal Keywords!Low Competition(weak sites/pages in the top 10)
High Value(large % of visitors convert)
Ideal Keywords!
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Google Trends: Interesting Trend Data
Google.com/trends
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Google Keyword Planner
Adwords Tools Keyword Planner
adwords.google.com
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Google Keyword Planner
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A keyword is not a target until you assign it to a page and begin optimizing for it
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Keyword Effectiveness Index Attributes
Average position in natural or paid listings
Click volume referred from search
Outcomes (sales, registrations, leads)
Profitability
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Classroom Exercise on Keyword Research [I]
Think about Keyword
Google Suggestions
UbersuggestKeyword Planner
Lets Find a Good Keywords & see its Trends
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On-Page Optimization
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Page Title TagsGoogle Search Engine Result
Page
A title tag tells both users and search engines what the topic of a particular page is.
The <title> tag should be placed within the <head> tag of the HTML document
Ideally, you should create a unique title for each page on your site.
Page title contents are displayed in search results
Words in the title are bolded if they appear in the user's search query.
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Title Tags: Best practices
Accurately describe the page's content Choose a title that effectively communicates the topic of the page's content.
Avoid: - Choosing a title that has no relation to the content on the page- Using a default or vague titles like “Untitled” or “New Page 1”
Create unique title tags for each pageEach of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site. page is distinct from the others on your site.
Avoid:Using a single title tag across all of your site's pages or a large group of pages
Use brief, but descriptive titlesTitles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result.
Avoid:- Using extremely lengthy titles that are unhelpful to users- Stuffing unneeded keywords in your title tags
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Meta Description Tags
Summaries can be defined for each pageWrite a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.
Description meta tags are Description meta tags are important because Google might use them as snippets for your pages. commonly used by search engines on search result pages to display preview snippets for a given page
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Meta Descriptions Tags: Best practices
Use unique descriptions for each pageChoose a Description that effectively communicates the topic of the page's content.
AvoidUsing a single description meta tag across all of your site's pages or a large group of pages
Used Optimal Length for Search EnginesRoughly 155 Characters
Avoid Avoid- Writing a description meta tag that has no relation to the content on the page - Using generic descriptions like "This is a web page" or "Page about baseball cards" - Filling the description with only keywords - Copying and pasting the entire content of the document into the description meta tag
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Content [Text & Image]
Content Quality (Unique)
Content Research (Rich Keywords)
Content Engagement (For User)
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Website Content
Meta
Description
Page Title
Good Web Page
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Technical On-Page Optimization Factors
Website Performance Server & Website Issue
Rel="Canonical" www.domain.com Vs domain.com
URL Structure Use word in url, e.g.: domain.com/category/detail-page.html
Page Architecture Page Architecture HTML architecture
Directory Structure Use a directory structure that organizes your content well.
Body Tags Content, Image, Keywords density
Internal Linking Link Location in Sidebars and Footers
Website Sitemap
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Technical SEO Audit
www.seositecheckup.com
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Technical SEO Audit
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Duplicate Page Title Check-Up
DuplicatePage Title
Site:namadomain.com
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www.screamingfrog.co.uk
Duplicate Page Title Check-Up
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Google Webmaster Tools
www.google.com/webmasters/tools/
Signup Add Site Verified
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Google Webmaster Tools
• Check your site's health for potential issues that Google has detected
• Understand your search traffic and learn • Understand your search traffic and learn how users are finding your site
•Make optimizations to help Google better understand and represent your site
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Classroom Exercise on Web Master Tools[I]
Lets add website to Webmastertools
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
DON’T PANIC
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Off-Page Optimization
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Off-Page Optimization - Link Building
Link from other website to our website
Forum B
Social Media C
Our Website
Website A
Blog D
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Off-Page Optimization - Link Building
Link from other website to our website
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Off-Page Optimization Factors
Online PR Article writing Link Bait Impact of Social Media
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Off-Page Analysis
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Off-Page Analysis
http://www.opensiteexplorer.org/
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Off-Page Analysis
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The Optimization Process
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• Objectives
• Goals
• Keywords
• Page Title
• Description
On-Page Optimization
• Link Building
• Social Media Impact• Keywords
Identify target Keyword
• Description
• Content
• Structures
• Sitemap
• Social Media Impact
Off-Page Optimization
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SEO Foundation
Optimization Process
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Go Local
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Google Places on Google Result
Google Places
Show up across the webShow up across the webBe found on Google Search, Maps, Google+, and mobile devicesImprove your place informationGive user the right information about your places
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Business Registration Required
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Summary
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Digital Training - SEO Summary
Why Is Search Important SEO Definition How Search Engine Work SEO Key Principles SEO Planning & Strategy Keyword Research Keyword Research Keyword Research Exercise On-Page Optimization Off-Page Optimization The Optimization Process Local Optimization
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Thank You
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