Why is Search Important
Bogor Agricultural University
Search Engine Optimization
Why is Search Important
Total Internet users in Indonesia [2014]
71M+
EVERYONE
GOOGLING
The Search Marketing Trifecta
Paid /
Sponsored
Listings
Display
Network
Listings
SEO / Organic
Listings
A few words about Universal Search
Website Results
Adwords/Paid Search
Maps
Images
Places
The Path to Purchase in Education Industry (US)
Google Click Thru Rate (CTR)
+50% of Google users
click on an organic search result on page 1
Search Engine Optimization
SEO
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]
SEO Introduction [VIDEO]
Organic (SEO)
Vs. Paid Search
Google Place
Paid Results
Organic Results
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
• Constant monitoring
• Ability to respond
❑ Impossible to predict or guarantee
• Positions
• Click volumes
• Future changes to algorithm
• Competitor actions
How Search Engine Works
How Search Engine Works [VIDEO]
The Basic Search Engine Works
INDEXING
CRAWLING
RANKING
The Basic Search Engine Works
Without links, the
engines might never find
this page
Crawling
Indexing
Ranking
& Searching
1. Website is
created
2. Website gets
links
3. Bots/spiders
discover links
6. User searches
5. Website is
indexed
4. Bots/spiders
crawl website
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)
Search Engine Ranking Factors
Search Engine Optimization Factors
Technical
On-site
Technical
Web design and development aspects
On-Site
Off-Site
Popularity
Content
Unique and keyword-rich information
Off-Site
Popularity
Quantity and quality of links or mentions to a site
Content
Technical On-Site Factors
✓ Website Performance
▪ Server & Website Issue
• Google Webmaster Tools
• W3C Validator
▪ Website Speed & Compatibility
Technical On-Site Factors
✓ URL Structure
▪ Use word in URL, e.g.:
▪ Good URL
- domain.com/kategori-umum/kategori-khusus/detail-page.html
- domain.com/28/3/judul-halaman
- domain.com/judul-halaman
▪ Bad URL
- domain.com/kategori-umum/kategori-khusus/282.html
- Domain.com/123/124/2213.html
- Domain.com/2342
Technical On-Site Factors
✓ Directory Structure
▪ Use a directory structure that organizes your content well.
Home
Kategori-1
Kategori-2
Kategori-3
Post-1
Post-3
Post-6
Post-2
Post-4
Post-7
Post-5
Post-8
Post-9
Kategori-4
Post-10
About Me
Project
Akademi
Contact
Technical On-Site Factors
✓ Internal Linking
✓Related Anchor Text
Technical On-Site Factors
✓ Website Sitemap
Content
Page Title Tags
A title tag tells both users and search engines what
the topic of a particular page is.
The tag should be placed within the 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.
Google Search
Engine Result
Page
Page Title Tags
Mutia dayarti’s blog >> Android
http://mutia_daya12t.student.ipb.ac.
id/2014/09/20/android/
Pengenalan Sistem Operasi Pada Android | Adventure Life
http://ryanditya.student.ipb.ac.id/2014/09/21/pengenalansistem-operasi-pada-android/
Page 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 page
Each 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.
▪ Avoid:
Using a single title tag across all of your site's pages or a large group of pages
✓ Use brief, but descriptive titles
Titles 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 page
Write 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
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 Description Tags: Best Practices
✓ Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content.
▪ Avoid
Using a single description meta tag across all of your site's pages or a large group of
pages
✓ Used Optimal Length for Search Engines
Roughly 155 Characters
▪ 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 faperta IPB"
- Filling the description with only keywords
- Copying and pasting the entire content of the document into the description meta tag
Content
✓ Content Quality (Original)
✓ Content Rich Keywords (Searchable)
✓ Content Engagement (For Reader)
Page Title
Good
Webpage
Website
Content
Meta
Description
Meta Description Tags: Best Practices
✓ Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content.
▪ Avoid
Using a single description meta tag across all of your site's pages or a large group of
pages
✓ Used Optimal Length for Search Engines
Roughly 155 Characters
▪ 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 faperta IPB"
- Filling the description with only keywords
- Copying and pasting the entire content of the document into the description meta tag
Keywords Analysis
Choosing a Good Keywords
High Volume
(many searches/month)
Low Competition
(weak sites/pages in the top 10)
High Value
(large % of visitors convert)
Ideal Keywords!
Keywords Search Trends
Google.com/trends
Classroom Exercise on Keyword Research [I]
Think about Keyword
Google
Suggestions
Google Trends
Lets Find a Good Keywords & see its 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 Research Process Map
Classroom Exercise on Keyword Research [I]
Think about Keyword
Google Suggestions
Keyword
Planner
Lets Find a Good Keywords & Get the Volume
Off Page Optimization
Link Building
Link from other website address pointing to your website
Other
Website
Your
Website
Other Website
Forum
Online
Link Building
Link Building – Let’s Social
Quality Backlinks
AUTOMATIC
SPAMMY
LOW AUTHORITY
SEO Foundation
Optimization
Process
Digital Training - SEO Summary
✓ Why Is Search Important
✓ SEO Definition
✓ How Search Engine Work
✓SEO Factors
✓Keyword Research
✓ Keyword Research Exercise
✓ On-Page Optimization
✓ Off-Page Optimization
✓ The Optimization Process
Terima Kasih
Why Web Presence
✓Best showcase for universities
✓Reach larger audiences
✓Offering access to scientific knowledge to researchers and institutions
located in developing countries and third parties (economic, industrial,
political and cultural) in their own community.
The Challenge
✓Highly dependent on search engines algorithm
✓Dynamic websites
✓Search engine bias (the most popular results will always be at top
ranking and least favorite results get less exposure)
✓Lower visibility rank (Crawl issue)
The Approach
Web Impact Factor
✓Visibility is measured by number of external
links from other websites.
✓Size refers to the number of pages, determined
by search engines: Google, Bing
✓Rich files are the tally of academic activities, all
in the following formats: Adobe Acrobat (.pdf),
Adobe PostScript (.ps), Microsoft Word (.doc)
and Microsoft PowerPoint (.ppt).
✓Scholar is the number of citations and papers
for each academic domain, tallied by Google
Scholar.
Search Engine Optimization
Why is Search Important
Total Internet users in Indonesia [2014]
71M+
EVERYONE
GOOGLING
The Search Marketing Trifecta
Paid /
Sponsored
Listings
Display
Network
Listings
SEO / Organic
Listings
A few words about Universal Search
Website Results
Adwords/Paid Search
Maps
Images
Places
The Path to Purchase in Education Industry (US)
Google Click Thru Rate (CTR)
+50% of Google users
click on an organic search result on page 1
Search Engine Optimization
SEO
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]
SEO Introduction [VIDEO]
Organic (SEO)
Vs. Paid Search
Google Place
Paid Results
Organic Results
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
• Constant monitoring
• Ability to respond
❑ Impossible to predict or guarantee
• Positions
• Click volumes
• Future changes to algorithm
• Competitor actions
How Search Engine Works
How Search Engine Works [VIDEO]
The Basic Search Engine Works
INDEXING
CRAWLING
RANKING
The Basic Search Engine Works
Without links, the
engines might never find
this page
Crawling
Indexing
Ranking
& Searching
1. Website is
created
2. Website gets
links
3. Bots/spiders
discover links
6. User searches
5. Website is
indexed
4. Bots/spiders
crawl website
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)
Search Engine Ranking Factors
Search Engine Optimization Factors
Technical
On-site
Technical
Web design and development aspects
On-Site
Off-Site
Popularity
Content
Unique and keyword-rich information
Off-Site
Popularity
Quantity and quality of links or mentions to a site
Content
Technical On-Site Factors
✓ Website Performance
▪ Server & Website Issue
• Google Webmaster Tools
• W3C Validator
▪ Website Speed & Compatibility
Technical On-Site Factors
✓ URL Structure
▪ Use word in URL, e.g.:
▪ Good URL
- domain.com/kategori-umum/kategori-khusus/detail-page.html
- domain.com/28/3/judul-halaman
- domain.com/judul-halaman
▪ Bad URL
- domain.com/kategori-umum/kategori-khusus/282.html
- Domain.com/123/124/2213.html
- Domain.com/2342
Technical On-Site Factors
✓ Directory Structure
▪ Use a directory structure that organizes your content well.
Home
Kategori-1
Kategori-2
Kategori-3
Post-1
Post-3
Post-6
Post-2
Post-4
Post-7
Post-5
Post-8
Post-9
Kategori-4
Post-10
About Me
Project
Akademi
Contact
Technical On-Site Factors
✓ Internal Linking
✓Related Anchor Text
Technical On-Site Factors
✓ Website Sitemap
Content
Page Title Tags
A title tag tells both users and search engines what
the topic of a particular page is.
The tag should be placed within the 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.
Google Search
Engine Result
Page
Page Title Tags
Mutia dayarti’s blog >> Android
http://mutia_daya12t.student.ipb.ac.
id/2014/09/20/android/
Pengenalan Sistem Operasi Pada Android | Adventure Life
http://ryanditya.student.ipb.ac.id/2014/09/21/pengenalansistem-operasi-pada-android/
Page 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 page
Each 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.
▪ Avoid:
Using a single title tag across all of your site's pages or a large group of pages
✓ Use brief, but descriptive titles
Titles 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 page
Write 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
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 Description Tags: Best Practices
✓ Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content.
▪ Avoid
Using a single description meta tag across all of your site's pages or a large group of
pages
✓ Used Optimal Length for Search Engines
Roughly 155 Characters
▪ 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 faperta IPB"
- Filling the description with only keywords
- Copying and pasting the entire content of the document into the description meta tag
Content
✓ Content Quality (Original)
✓ Content Rich Keywords (Searchable)
✓ Content Engagement (For Reader)
Page Title
Good
Webpage
Website
Content
Meta
Description
Meta Description Tags: Best Practices
✓ Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content.
▪ Avoid
Using a single description meta tag across all of your site's pages or a large group of
pages
✓ Used Optimal Length for Search Engines
Roughly 155 Characters
▪ 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 faperta IPB"
- Filling the description with only keywords
- Copying and pasting the entire content of the document into the description meta tag
Keywords Analysis
Choosing a Good Keywords
High Volume
(many searches/month)
Low Competition
(weak sites/pages in the top 10)
High Value
(large % of visitors convert)
Ideal Keywords!
Keywords Search Trends
Google.com/trends
Classroom Exercise on Keyword Research [I]
Think about Keyword
Suggestions
Google Trends
Lets Find a Good Keywords & see its 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 Research Process Map
Classroom Exercise on Keyword Research [I]
Think about Keyword
Google Suggestions
Keyword
Planner
Lets Find a Good Keywords & Get the Volume
Off Page Optimization
Link Building
Link from other website address pointing to your website
Other
Website
Your
Website
Other Website
Forum
Online
Link Building
Link Building – Let’s Social
Quality Backlinks
AUTOMATIC
SPAMMY
LOW AUTHORITY
SEO Foundation
Optimization
Process
Digital Training - SEO Summary
✓ Why Is Search Important
✓ SEO Definition
✓ How Search Engine Work
✓SEO Factors
✓Keyword Research
✓ Keyword Research Exercise
✓ On-Page Optimization
✓ Off-Page Optimization
✓ The Optimization Process
Terima Kasih
Why Web Presence
✓Best showcase for universities
✓Reach larger audiences
✓Offering access to scientific knowledge to researchers and institutions
located in developing countries and third parties (economic, industrial,
political and cultural) in their own community.
The Challenge
✓Highly dependent on search engines algorithm
✓Dynamic websites
✓Search engine bias (the most popular results will always be at top
ranking and least favorite results get less exposure)
✓Lower visibility rank (Crawl issue)
The Approach
Web Impact Factor
✓Visibility is measured by number of external
links from other websites.
✓Size refers to the number of pages, determined
by search engines: Google, Bing
✓Rich files are the tally of academic activities, all
in the following formats: Adobe Acrobat (.pdf),
Adobe PostScript (.ps), Microsoft Word (.doc)
and Microsoft PowerPoint (.ppt).
✓Scholar is the number of citations and papers
for each academic domain, tallied by Google
Scholar.