IPB Digital Training Search Engine Optimization SEO
Digital Training Search Engine Optimization
Presented by:
Aris Tianto | Head of Search at InboundID
aris@inboundid.com
Why Is Search Important Why search is important?
Total Internet users in Indonesia [2013] 55,000,000 Indonesia Search Engine Market Share
1% 4% Google Yahoo Others
SEO / Organic Listings
The Search Marketing Trifecta
Display Network Listings Paid / Sponsored Listings A few words about Universal Search
Website Results Adwords/Paid Search Images
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
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)
is the process of
Search engine optimization (SEO)
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
Paid Results Organic Results Google Place 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
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 Engine
Work[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
2. Website gets
3. Bots/spiders created links discover links
5. Website is
4. Bots/spiders
6. User searches indexed crawl website
7. SE matches
8. Search results query and ranks are displayed to results 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 - 2002 On-site Factors Dominate 2003 – 2008 External Links Sources 2009 – 2013+ Social Signals & Semantic Web
Regular Search Engine Algorithm Update
Caffein [2010]
Panda [2011]
Penguin [2012]
Hummingbird [2014]
- An advanced web indexing system (not an algorithm update)
- New machine learning algorithm
- Rolled out in most
- Over-optimization penalties
- Targets too many
algorithm update)
- Return better results
- Precise • Fast • Old stuff with new engine<
- Return better results >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 content on a site must be high quality and have pur>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 con>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+
- 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
- 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”
- 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
• 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
- Objectives • Page Title • Goals
- Link Building • Description • Description • Keywords • Keywords
- Social Media Impact • Social Media Impact • Content • Structures • Sitemap
3 pillars of SEO
Search Engine Optimization
A group of strategies and techniques that aim to improve a website’s rankings and traffic from natural search results
On-Site
Quantity and quality of Web design and Unique and keyword- links or mentions to a rich information development aspects site
KEYWORD RESEARCH & STRATEGY
Common SEO Mistakes
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
Ubersuggest Keyword Planner On-Page
Optimization
Google Search Engine Result
Page Title Tags
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 Title Tags: Best practices
Accurately describe the page's content Choose a title that effectively communicates the topic of the page's content.
Avoid:
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. 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: 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 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
Choose a Description that effectively communicates the topic of the page's content.
Use unique descriptions for each page
Avoid
Using a single description meta tag across all of your site's pages or a large group of
pages Roughly 155 Characters
Used Optimal Length for Search Engines
Avoid Avoid
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
Server & Website Issue
Website Performance
www.domain.com Vs domain.com
Rel="Canonical"
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 Technical SEO Audit
www.seositecheckup.com
Technical SEO Audit
Duplicate Page Title Check-Up
Duplicate
Page Title
Site:namadomain.com www.screamingfrog.co.uk
Duplicate Page Title Check-Up
Google Webmaster Toolswww.google.com/webmasters/tools/
Signup
Add Site
Verified
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
Website A Blog D
Our Website
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
ProcessOn-Page Optimization
Identify target Off-Page Keyword
Optimization
SEO Foundation
Optimization
Process Go Local
Google Places on Google Result
Google PlacesShow up across the web Show up across the web
Be found on Google Search, Maps, Google+, and mobile devices
Improve your place information
Give 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