Affiliates LONDON | NEW YORK Display International Lead generation Mobile PPC SEO Social media Web search Lunch and learn
Jun 25, 2015
Aff
iliate
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LONDON | NEW YORK
Disp
lay
Inte
rnatio
nal
Lead
gen
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tion
Mob
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PP
C
SE
O
Socia
l med
ia
Web search
Lunch and learn
Web search
• Interesting digital statistics• Background to web search
– What is web search?– Search engine market share– Origin of search engines
• An introduction to SEO– What is SEO?– How do sites rank?
Fascinating statistics
2010
30 hours
2013
50 hours
Population
~7 billion
Internet users
Active SM users
Active mobile subscriptions
~2.5 billion
~1.8 billion
~6.5 billion
February 2014
Europe internet penetration: 68%
UK internet penetration: 87%
Google statistics
8.64 billion
16.4% - 25%
163 searches
What is web search?
• Utility tool used to locate web sites on the web• Most popular method of finding information• A searcher driven program offering unique features to build and find
information
Public domain dedication license (no copyright)
Search engine market share
Google72%
Baidu15%
Yahoo6%
Bing6%
AOL0%
ASK0%
Excite0%
Other1%
1945
1950s
1990
Information retrieval
Automation
Archie
History of web search
Why use search engines?
• Resolve some problem– E.g. [London weather]
• Achieve some goal, which is usually linked to expanding knowledge– E.g. Download a map
SEONatural ranking / organic search
SEO: what and why?
• Makes web sites rank high on search engines– This increases web visibility– Gets more visitors…
How does SEO work?
WEB INFORMATION RETRIEVAL
Query dependentQuery independent
Term frequency
Term proximity
• Terms at the beginning of a document are more important than terms at the end
• Exact phrases are preferred
Search term order
Is Bing better than Google?
Is Google better than Bing?
Term location
H1
First line, first paragraph
Logowww.7thingsmedia.com
Meta data
• “Data about data”
Emphasis
• Bold• Italics
Inverse document frequency• Rare terms are preferred
What is emotional design?
Anchor text
• 7thingsmedia
Language
• Same language as user is preferred
Geo targeting
• Geographically closer websites have better rankings
[English workshop]
EnglishWorkshop.eu does not rank well in UK
WEB INFORMATION RETRIEVAL
Query dependentQuery independent
Directory hierarchy
Number of incoming links
• More links, higher ranking– Today it is all about quality as supposed to quantity
Link popularity
Up to date
• Current sites preferred
Document length
• Varies depending upon goal• For blog posts it is a good idea to have, minimum, 300 words
File format
• HTML preferred, PDF and .doc not so much
Site size
• Documents from large sites preferred, small not so much
SEO in 2014
Content marketing
Ranking factors Social media
PR
Digital marketing
Marketing
[email protected]@GeraldSearchwww.7thingsmedia.com@7thingsmedia
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