SEO Search Engine Optimisation An Intro to SEO. Prepared By: Paul Dobinson Tel

Transcription

1 SEO Search Engine Optimisation An Intro to SEO Prepared By: Paul Dobinson Tel

2 Points - What is SEO - differences SEO vs SEM - Search Engines - Crawlers /Accessibility - Algorithms - Keywords - what are keywords, how to choose kws, longtail vs - not provided - SEO on page / SEO off page - SEO On page - content / shops / basics (images, headlines, titles) - Robots & Sitemaps

3 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

4 SEO vs SEM SEM SEO SEM

5 SEO vs SEM SEO SEM / PPC PROFITABILITY MORE PROFITABLE LESS PROFITABLE RESULTS MEDIUM / LONG TERM IMMEDIATELY COSTS MEDIUM HIGH KEYWORDS HARD TO RANK EVERY KW EASY TO RANK ALL KWs LANDING PAGE GOOGLE CHOICE WE CAN CHOOSE MESSAGE GOOGLE CHOICE WE CAN CHOOSE

6 SEO Ranking Factors ON-Site Content Accessibility Web Performance Provides good UX Multi device ready Keyword targeted OFF-Site Social Networks Link building PR

7 ALGORITHMS Formula that determines the importance of each web Can change over the time Each search engine has his own The formulas are secret

8 Roll Out: February 2011 Measures the quality of the content Penalization to websites: low quality text short text duplicate / copied content keyword stuffing bad user experience (UX) cloaking

9 Roll Out: April 2012 Measures the quality of the backlinks Penalization to websites: low quality backlinks link farms anchor text over optimization hidden links low quality directories paid links

10 Roll Out: September 2013 Google provided more comprehension to the search engine. Websites as entities. Biggest changes: semantic search semantic comprehension knowledge graph exact kw matching schema.org

11 KEYWORDS Terms that we choose to acquire traffic to our website organically or paid traffic Each keyword have Competition Search Volume Value (user intention)

12 TYPE OF KEYWORDS User intention Informational KWs looking for information Transactional KWs buy / download something Navigational KWs looking for an specific website Search volume Head KWs general terms / huge competition Middle tail KWs 2-3 kws / big competition Long tail KWs very specific terms / less competition

13 LONG TAIL VS SHORT TAIL KWs We like longtail KWs + buying intention + targeted + conversion rate - competition 70% of searches

14 LONG TAIL vs SHORT TAIL Short tail Keywords High search volume Extreme high competition Low conversion rate Cars Long tail Keywords Low search volume Less competition High conversion rate Second hand cars in Hamburg Tools recommended: - Semrush - Ubersuggest - Keyword planner - Google trends - Moz KW difficulty tool and SERP analysis

15 NOT PROVIDED Not Provided is reaching 100% No more information about through which KWs are we getting traffic Why? Privacy Safe search SSL Measure landing pages instead KWs

16 INDEXATION Act of getting your website and desired pages visible for search engines We can control the content that we want to index Only HQ content should be indexed

17 HOW GOOGLE INDEX SITES Google crawlers / Spiders They follow each single link if we allow them! Content scan -> index We can help Google robots sitemap add-url

18 CONTENT & SEO Content is King how can we optimize content for Google?

19 Content optimization URL: contains primary keyword title: contains primary keyword & < 70 chars meta description: contains keywords, < 70 chars & it s not a ranking factor h1: contains primary keyword, not more than 1 per page & short as possible h2: contains secondary & related keywords welcome text: small introduction. Contains primary keyword body text: standard / long description (competition) primary, secondary and niche kws images: resized, weight, alt text & title video: containing kws external links: social media sites

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21 Thank You Any Questions? Prepared By: Paul Dobinson Tel