Digital Training

Search Engine Optimization

Presented by:

Aris Tianto | Head of Search at InboundIDaris@inboundid.com@atianto

Why Is Search Important

Why search is important?

Total Internet users in Indonesia [2013]

55,000,000

4%

1%

Indonesia Search Engine Market Share

95%

Google

Yahoo

Others

SEO / Organic Listings

The Search Marketing Trifecta

Display Network Listings

Paid / Sponsored Listings

Website Results

Adwords/Paid Search

Images

A few words about Universal Search

Places

Maps

The Path to Purchase in Education Industry (US)

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

Key takeaways from CTR study

Higher Rankings = Higher Click-Through Rates

What is Search Engine Optimization (SEO)Optimization (SEO)

Why Search Engine Optimization (SEO)

“To grow the size of the pie, you’ve got to go non-brand”

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]

[Video] Introduction to SEO

Organic (SEO) Vs. Paid Search

Organic Results

Google Place

Paid Results

SEO drives over 80% of all clicks

http://www.quora.com/How-overhyped-is-the-concept-of-SEO

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

SEO is cost-effective

No top line media cost

Cost Per Click declines over time

Key phrase analysis and content optimization only costs

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

How Search EngineWork

[Video] How Search Engine Work

The Basics of How Search Engines Work...

Crawling & Indexing

Without links, the engines might never find this never find this

page

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

Query Deserves Freshness (QDF)

Normal Result

QDF

Query Deserves Diversity (QDD)

SEO Key Principles

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

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

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

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

Keyword Research

Keyword Analysis

Keyword Research Tips

Keyword Research Process Map

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!

Google Trends: Interesting Trend Data

Google.com/trends

Google Keyword Planner

Adwords Tools Keyword Planner

adwords.google.com

Google Keyword Planner

A keyword is not a target until you assign it to a page and begin optimizing for it

Keyword Effectiveness Index Attributes

Average position in natural or paid listings

Click volume referred from search

Outcomes (sales, registrations, leads)

Profitability

Classroom Exercise on Keyword Research [I]

Think about Keyword

Google Suggestions

UbersuggestKeyword Planner

Lets Find a Good Keywords & see its Trends

On-Page Optimization

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.

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

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

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

Content [Text & Image]

Content Quality (Unique)

Content Research (Rich Keywords)

Content Engagement (For User)

Website Content

Meta

Description

Page Title

Good Web Page

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

Technical SEO Audit

www.seositecheckup.com

Technical SEO Audit

Duplicate Page Title Check-Up

DuplicatePage Title

Site:namadomain.com

www.screamingfrog.co.uk

Duplicate Page Title Check-Up

Google Webmaster Tools

www.google.com/webmasters/tools/

Signup Add Site Verified

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

Classroom Exercise on Web Master Tools[I]

Lets add website to Webmastertools

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

DON’T PANIC

Off-Page Optimization

Off-Page Optimization - Link Building

Link from other website to our website

Forum B

Social Media C

Our Website

Website A

Blog D

Off-Page Optimization - Link Building

Link from other website to our website

Off-Page Optimization Factors

Online PR Article writing Link Bait Impact of Social Media

Off-Page Analysis

Off-Page Analysis

http://www.opensiteexplorer.org/

Off-Page Analysis

The Optimization Process

• 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

SEO Foundation

Optimization Process

Go Local

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

Business Registration Required

Summary

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

Thank You