SEARCH ENGINE OPTIMISATION February 4 th , 2013 Brendan Jackson SEO Manager at iProspect Copyright © 2013, iProspect, Inc. All rights reserved.
An Introduction to SEO
Oct 18, 2014
An introduction to SEO by iProspect Ireland's SEO Manager, Brendan Jackson.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
SEARCH ENGINE OPTIMISATION
February 4th, 2013
Brendan JacksonSEO Manager at iProspect
Copyright © 2013, iProspect, Inc. All rights reserved.
2
AGENDA
What is SEO and why is it important?
How Google works and how we can drive traffic
Link building
The future of SEO
10 SEO tips
What is SEO and why is it important?
Digital Performance on a Global Scale.
WHAT IS SEO?
Search Engine Optimisation (SEO) is the process of improving the visibility of a website in search engines via the “organic“
search results.
Copyright © 2013, iProspect, Inc. All rights reserved. 4
Paid
Organic
Digital Performance on a Global Scale.
WHY IS SEO IMPORTANT?
Copyright © 2013, iProspect, Inc. All rights reserved. 5
GroupM/ Nielsen, August 2012
30%click these
70%click these
Digital Performance on a Global Scale.
ORGANIC CLICK-THROUGH RATES
Copyright © 2013, iProspect, Inc. All rights reserved.
Chitika , May 2012
6
62%of searchers go nofurther than page 1
90%of searchers go nofurther than page 3
0%
5%
10%
15%
20%
25%
30%
35%
40%
Position #1 Position #2 Position #3 Position #4 Position #5 Position #6 Position #7 Position #8 Position #9 Position #10
How does Google work?
Digital Performance on a Global Scale.
HOW GOOGLE WORKS
Copyright © 2013, iProspect, Inc. All rights reserved. 8
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
How do we make sure
Google crawls our pages?
Digital Performance on a Global Scale.
LINKS FROM SOCIAL MEDIA AND EXTERNAL SITES
Copyright © 2013, iProspect, Inc. All rights reserved. 10
Fastestway to get new pages
crawled by Google
Twitter and Facebooklinks also help
How do we make our pages attractive to Google?
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
Digital Performance on a Global Scale.
SITE ARCHITECTURE
Copyright © 2013, iProspect, Inc. All rights reserved. 12
Homepage
6 clicksto get here!
Digital Performance on a Global Scale.
SITE ARCHITECTURE
Copyright © 2013, iProspect, Inc. All rights reserved. 13
Homepage
3 clicksmaximum to every page
Digital Performance on a Global Scale.
SITE CONTENT AND MEDIA
Copyright © 2013, iProspect, Inc. All rights reserved. 14
What we see What Google sees
How do we make sure we target relevant keywords?
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
Digital Performance on a Global Scale.
HOW DO WE CHOOSE KEYWORDS TO TARGET?
Copyright © 2013, iProspect, Inc. All rights reserved. 16
Create initial keyword list
Use tools to get more keyword
suggestions
Clean keyword list
Digital Performance on a Global Scale.
HOW DO WE CHOOSE KEYWORDS TO TARGET?
Copyright © 2013, iProspect, Inc. All rights reserved. 17
Find search volume for each keyword
Use PPC data for conversion rates
Calculate difficulty to rank on page 1
Check for blended search problems
and opportunities
Final keyword list
Monitor, refine and compare with PPC
performance
Target high search
volume, high converting,
low competition
keywords first
How do we make our pages important and relevant?
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
Digital Performance on a Global Scale.
HOW GOOGLE DETERMINES RELEVANCE AND IMPORTANCE
Copyright © 2013, iProspect, Inc. All rights reserved. 19
SEOmoz, 2012
Authority of Website/Links
from Other Sites
Link Text
On-Page Factors And
Text
Social Media
Traffic Data
Digital Performance on a Global Scale.
AUTHORITY OF WEBSITE/LINKS FROM OTHER SITES
Copyright © 2013, iProspect, Inc. All rights reserved. 20
ViagraSpam Porn
I should treat these pages
very differently
Digital Performance on a Global Scale.
HOW TO CHECK LINKS FROM OTHER SITES
Copyright © 2013, iProspect, Inc. All rights reserved. 21
1. Go to OpenSiteExplorer.org 2. Enter website address
3. Or click ‘compare pages’
Digital Performance on a Global Scale.
HOW TO CHECK LINKS FROM OTHER SITES
Copyright © 2013, iProspect, Inc. All rights reserved. 22
Shows page authority and link information
Digital Performance on a Global Scale.
LINK TEXT
Copyright © 2013, iProspect, Inc. All rights reserved. 23
Dublin Dublin Dublin Dublin Dublin
I guess this site is about
Dublin
Digital Performance on a Global Scale.
ON-PAGE TEXT
Copyright © 2013, iProspect, Inc. All rights reserved. 24
OK! This page is all about
Dublin.
Digital Performance on a Global Scale.
HOW TO QUICKLY FIND ON-PAGE TEXT
Copyright © 2013, iProspect, Inc. All rights reserved. 25
1. In Google Chrome, Ctrl+f2. Type keyword here
3. Keywords are highlighted
Digital Performance on a Global Scale.
IMAGE ALT TEXT
Copyright © 2013, iProspect, Inc. All rights reserved. 26
Good keyword usage in alt text can improve rankings and drive traffic through Google Images
Digital Performance on a Global Scale.
OTHER ON-PAGE FACTORS
Copyright © 2013, iProspect, Inc. All rights reserved. 27
<meta name="description" content="Search for used Ford Focus cars for sale on Carzone.ie, Ireland's no 1 website for buying second hand Ford Focus cars. Visit us today!" />
Meta title visible at top of
browser
Meta description
hidden on page
Digital Performance on a Global Scale.
OTHER ON-PAGE FACTORS
Copyright © 2013, iProspect, Inc. All rights reserved. 28
Both meta title and
meta description appear on
result pages
Digital Performance on a Global Scale.
OTHER ON-PAGE FACTORS
Copyright © 2013, iProspect, Inc. All rights reserved. 29
H1 tag to show page topic
Digital Performance on a Global Scale.
HOW TO FIND META DATA AND H1 TAGS
Copyright © 2013, iProspect, Inc. All rights reserved. 30
1. Install free toolbar from SEOmoz.org/seo-toolbar
2. Go to the page you want to check
3. Click this button
Digital Performance on a Global Scale.
HOW SOCIAL MEDIA INCREASES IMPORTANCE
Copyright © 2013, iProspect, Inc. All rights reserved. 31
Build influence and fans
Increased brand
searches
More searchers directed towards content
More links to content
Stronger presence in
search results
Digital Performance on a Global Scale.
TRAFFIC DATA
Copyright © 2013, iProspect, Inc. All rights reserved. 32
Bounce rate
Click through rate
Broken pages
Digital Performance on a Global Scale.
OTHER SIGNALS – DUPLICATE CONTENT
Copyright © 2013, iProspect, Inc. All rights reserved. 33
The UK and Ireland versions of this page are almost identical
What happens if we try to find this page on Google?
Digital Performance on a Global Scale.
OTHER SIGNALS – DUPLICATE CONTENT
Copyright © 2013, iProspect, Inc. All rights reserved. 34
Very specific search term but no visibility in rankings
Google crawls web
pages
Pages are indexed
User carries out
search
Relevant and
important pages are
chosen
Pages shown to
user
How do we influence click through rates?
Digital Performance on a Global Scale.
BRAND RECOGNITION
Copyright © 2013, iProspect, Inc. All rights reserved. 36
Ah, Entertainment.ie. I’ll just click that.
Digital Performance on a Global Scale.
META DATA
Copyright © 2013, iProspect, Inc. All rights reserved. 37
Meta title
Meta description
Digital Performance on a Global Scale.
META TITLE AND DESCRIPTION TIPS
Copyright © 2013, iProspect, Inc. All rights reserved. 38
1. Put important keywords at start of meta title
2. Include brand at end of meta title
3. Maximum title length of 65 characters including spaces
4. Include keywords in description
5. Include call to action in description
6. Maximum description length of 156 characters including spaces
Link building
Digital Performance on a Global Scale.
WHY BUILD LINKS?
Copyright © 2013, iProspect, Inc. All rights reserved. 40
Improve rankings
Increase brand awareness
Drive qualified traffic
Digital Performance on a Global Scale.
LINK BUILDING TECHNIQUES
Copyright © 2013, iProspect, Inc. All rights reserved. 41
Guest bloggingLeverage
existing/ make new relationships
Create great on-site content
Copy competitor links
Steal competitor links
Social media
Optimise existing links
Directories Blog/forum commentsBuy links
Link worthine
ss
What’s the future of SEO?
Digital Performance on a Global Scale.
GROWTH OF MOBILE SEARCHES
Copyright © 2013, iProspect, Inc. All rights reserved. 43
Google, 2011
Only
1.25% of websites are mobile friendly
Digital Performance on a Global Scale.
MORE SOCIAL INTEGRATION
Copyright © 2013, iProspect, Inc. All rights reserved. 44
1 billion users600 million users500 million users20 million users
Results in...
Digital Performance on a Global Scale.
HEAVY PERSONALISATION OF RESULTS
Copyright © 2013, iProspect, Inc. All rights reserved. 45
Brands you follow on
Google+ get more visibility
Digital Performance on a Global Scale.
MORE GOOGLE PENALTIES
Copyright © 2013, iProspect, Inc. All rights reserved. 46
Penalty for link spam
causes huge traffic drop
8 SEO tips
Digital Performance on a Global Scale.
SEO TIPS
Copyright © 2013, iProspect, Inc. All rights reserved. 48
Make content shareable on social
networks
Optimise meta data
Make sure content is readable by Google
Use keywords your customers are using
Build links – carefully!
Focus on usability – SEO will follow
Constantly measure performance and
refine
Add great content to your site. Think
“Would I read this?”
THANK YOU
Related Documents
