Professional Diploma in Digital Marketing Module 2: Search Engine Optimisation Version 4.0 Location: Oslo/Norway Lecturer: Nina Furu

Transcription

1 Professional Diploma in Digital Marketing Module 2: Search Engine Optimisation Version 4.0 Location: Oslo/Norway Lecturer: Nina Furu

2 Programme Structure Search Engine Optimisation PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Source: Digital Marketing Institute

3 Programme Structure Search Engine Optimisation: Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Source: Digital Marketing Institute

4 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On-Page Optimisation Keywords Content Meta-tags Site Supports Site structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off-Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

5 Agenda: Search Engine Optimisation Topic Covered in this Lecture 1. Concepts 2. On-page optimisation 3. SEO supports 4. Off-page optimisation 5. Analysis 6. Laws & Guidelines

6 Concepts: Definitions Recognise that there are two key aspects to any Search Engine Marketing (SEM) strategy: Search Engine Optimisation (SEO), and Pay-Per-Click (PPC). Search Engine Optimisation (SEO) is the process of refining your website so that it will be indexed and ranked by search engines, as well as leveraging your links from other sites Pay Per Click (PPC) advertising is advertising within search results and user only pays when the user clicks.

7 Concepts: Positioning Know where organic and paid search results display.

8 Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid. 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)

9 Concepts: Positioning Know how positioning affects clicks Generally, the higher a listing appears on the search results page, the more clicks it receives Few users go beyond the first page

10 Route to the Customer: 3 Hoops Any business must jump through 3 hoops in attempting to engage with potential customers through search engines. The key to understanding search engine results is summed up in one word: relevance. You Search Engine Competitor Customer Search Engine Optimisation helps Search Engines understand what you do. Competitor Out-bid / Outperform your competitors for the words you want to be found for. Customer Align with your customers search and needs and most importantly be relevant. Source: Digital Marketing Institute 2014

11 Concepts: Mechanics Understand how search engines work: 1. A Search Engine Spider crawls the web. 2. Builds an index of the words it finds and their location 3. When a user searches, they are searching that index 4. The Search Engine presents the most relevant results of the search from the index.

12 Concepts: On-site / Off-site The two main aspects of SEO implementation: on-site optimisation, and off-site optimisation. The main features that form part of on-site optimisation: Code analysis Code structure Title tags Sitemap URL s Meta-tags Alt-tags Headings Site content Site structure The main features that form part of off-site optimisation: Inbound linking External linking Link building

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16 Organisk søk

17 Annonser 25% av trafikken Organisk søk 75% av trafikken

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21 Concepts: Customer insights Through our searches we reveal who we are. Why search engines work well: Person: who the user is, it segments and qualifies them. Place: location of the searcher as well as their destination Priority: the search is an indicator of their timeframe Product: indicator of what exactly is important to searcher Purchase: where or how the searcher wants to buy

22 5P :Customer Search Insights Model In any web search the user reveals valuable information about themselves. Search Term: Adventure Holiday in April Belize Age, Sex, Social Person UK, Urban Place Adventure Holiday Product April Priority Agent Purchase Source: Digital Marketing Institute

23 5P :Customer Search Insights Model In any web search the user reveals valuable information about themselves. Search Term: Adventure Holiday in April Belize What are your customers telling you about themselves? Person Place Product Priority Purchase Age Country Topic When Online Sex Urban Subject April Shop Social Group Rural Summer Community Language Next Week

24 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On-Page Optimisation Keywords Content Meta Tags Site Supports Site structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off-Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

25 Goals/Benefits Recognise the goals/benefits of Search Engine Optimisation Benefits of high listing position in organic search for business: Increased Click-through Increased engagement Increased conversions Benefits of high listing position in organic search for your reputation: Increased visibility Enhanced reputation Credibility and status Market leadership Competitive advantage

26 SEO KPI s Typical Key Performance Indicators for SEO are: Organic traffic source reports Visitor numbers Pageviews Click-Through-Rates Engagement with content Downloads Conversions Sales Website engagement etc.

27 Practical Exercise: Goals Choose 4 goals for your business and chose specific KPI s for each goal. Types of Goal Engagement Conversions Visibility Reputation Credibility and status Market leadership Competitive advantage KPI s Organic traffic Visitor numbers Click-Through-Rates Downloads Conversions Sales Website engagement etc.

28 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On-Page Optimisation Keywords Content Meta Tags Site Supports Site Structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off-Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

29 On-page Optimisation: Definition Understanding on-page optimisation On-page optimisation is the process of refining your website so that it will be indexed and ranked by search engines. Things you can do to optimise your website: 1. Keywords 2. Content 3. Meta-tags 4. Site Supports 5. Site Structure

30 On-page: Keywords Understanding keywords in on-page optimisation What is a keyword : a significant word or phrase relevant to the content of your website. The phrase search term: the commonly used keywords users type into a search engine to find you.

31 On-page: Keyword Research Exercise Understanding keyword research in on-page optimisation Keyword research means finding the search phrases your customers commonly use. Recognise there are two forms of keyword research: online and offline. Keyword research tools allow you to: perform filtered keyword research according to the following criteria: custom date ranges, query volume, historical trends, city/ country / global; levels of data, related phrases.

32 On-page: Keyword Research Exercise Recognise common keyword research tools: Google AdWords Keyword Planner

33 On-page: Keyword Research Exercise Recognise common keyword research tools: Google Trends

34 On-page: Keyword Research Exercise Recognise common keyword research tools: Bing Keyword Research Tool

35 On-page: Keyword Research Exercise Recognise common keyword research tools: Word Tracker

36 On-page: Keyword Research Exercise Recognise common keyword research tools: SEO Book Keyword Research tool

37 On-page: Keyword Research Exercise Recognise common keyword research tools: Word Stream

38 On-page: Keyword Research Understanding keyword research in on-page optimisation Know the sources for keywords within your organisation: Brainstorming Review marketing collateral Industry jargon Terms Competitors Recognise and use customer surveys as a way to generate keywords etc.

39 Practical Exercise: Keywords

40 On-page: Keyword Selection Process Understanding keyword selection in on-page optimisation The keyword selection process involves 4 steps: offline research, online research, validation between, prioritisation. SEO is not just about courting Google, it is a competitive endeavour. Rate keywords in terms of competitors, time to achieve positioning and cost of activity Long tail keywords: low volume searches that you would like to rank highly for. The search terms may be obscure, but they have lower competition and bring much higher qualified traffic to websites.

41 On-page: Content: Updates Understanding content writing in on-page optimisation Search engines favour websites that have unique, relevant and up-to-date content. Content updates can contain a broad mix of content: text, photos, videos, slides etc.

42 On-page: Content: Layout Understanding content layout in on-page optimisation Know that optimal content layout for SEO includes: page headings, paragraph headings, paragraphs, bold text, links, images and video. Recognise that internal links are important in order to aid navigation, and search engine spiders etc.

43 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel

44 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel

45 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel

46 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel Best for SEO

47 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel Best for SEO Best for CTA

48 Lenker Lenker styrker synligheten på de ordene som står i lenketeksten Ikke les mer om Sprint damesykkel men les mer om Sprint damesykkel eller les mer om Sprint damesykkel Best for SEO Best for CTA

49 On-page: Content: Layout Understanding alt-tags in on-page optimisation Understand what an alt-tag is and how it specifies the alternative text to be used when, for example, an image cannot be rendered, ability to found in image search, and accessibility.

50 On-page optimisation: Content Balance Understanding keyword density in on-page optimisation Ensure consistent subject matter treatment across all the pages of the website. Understand what keyword density is: the percentage of times a phrase appears on a page, in relation to the total number of words on a page. Understand what Optimal Keyword density is: finding the balance between writing for search engines and humans.

51 On-page: Meta-tags Understanding the importance of Meta-tags in on-page optimisation A webpage is made up of HTML (Hyper Text Markup Language). HTML is the programming language for web pages and contains several crucial elements for SEO. A relevant meta tag is an HTML element that provides information about the page. Examples of meta-tags include: title and description.

52 On-page: Meta-tags Understanding the importance of Meta title-tags in on-page optimisation Title-tag is part of HTML and is one of the most important tags for SEO. Every webpage should have a unique title-tag to reflect the unique content of that page. The content of the title-tag appears in the browser title bar or tab. The title-tag is the primary search link in most organic search results. An optimal title-tag should be less than 512 in pixel width, which is approximately 65 characters or less.

53 On-page: Meta-tags Understanding the importance of meta description and keyword tags in on page optimisation Description meta tag is a description of what the page contains, and how it works as sales pitch on the search engine results page.

54 On-page: Meta Tags Understanding the importance of URL s in on-page optimisation The URL (Universal Resource Locator) structure is important, and to ensure that there are keywords in your URL (use hyphens to separate words for legibility).

55 Supports: Site Map Understanding the importance of a HTML sitemap for SEO A sitemap is a page on your website that provides a map of the website structure in the form of text links to all other pages. The function of a sitemap is to help search engines to find your pages. The site map should link to every page on your site and every page should link to it.

56 Supports: Site Map Understanding the importance of a XML sitemap for SEO A sitemap xml: facilitates crawling, indexing, ranking. Distinguish between Sitemaps for humans and search engines (sitemap.xml) A robot.txt file limits the search engine accessibility to a website.

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58 Supports: Webmaster tools Understanding the importance of a Webmaster Tools for SEO Webmaster tools allow website owners to see how search engines interact with their site. Common webmaster tools: Google Webmaster tools, Bing Webmaster tools.

59 Supports: Webmaster tools Understanding the importance of Webmaster Tools reporting for SEO Webmaster tools provide reports on: indexation, ranking, penalisation, search terms, errors, location targeting, canonicalization etc. Submit your site map to Google with Google Webmaster tools.

60 SEO: Process SEO is an on-going dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On Page Optimisation Keywords Content Meta Tags Site Supports Site structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

61 Off-Page Optimisation: Definition Understanding the elements of off-page optimisation Off-page optimisation is primarily concerned with improving your website ranking. Things you can do to improve your website Ranking: 1. Link Building 2. Link Format 3. Content Marketing 4. Social Linking

62 Off-Page: Ranking Understanding the elements of off-page optimisation Ranking is the position of the website in search results based on the number and quality of all websites that link to your page. Google uses about 200 ranking factors in their algorithm. Examples of ranking factors include: domain age, keyword in meta-tags, page loading speed, content length, recency of content updates, frequency of content updates, number and quality of outbound links, site architecture.

63 Off-Page: Inbound Links Understanding the importance of inbound linking What is a link (hyperlink): a reference to another website or page, that users can follow in order to navigate the web. Two elements to a link: link text, the text that appears on the page; link URL : the destination that clicking the link will take you to. An inbound is a link from another website to your website. An internal link is a link from one page on your website to another page of your website. Page on Site A Page on Site B Page on Site A Page on Site A Link Link Inbound Link E.g., Wikipedia pointing a link to Digital Marketing Institute website Internal Link E.g., Digital Marketing Institute homepage pointing a link to Professional Diploma home page

64 Off-Page: Inbound Links Understanding the importance of inbound linking Recognise why inbound links are important as the major determining factor in rankings. Recognise the value of inbound linking in that it confers authority and credibility. Page on Site A Page on Site A Page on Site A Link Trust Page on Site A Page on Site A Page on Site B There are one-way inbound links, and two-way reciprocal links.

65 Off-Page: Inbound Links Understanding the importance of linking formats Recognise different Link Formats: Uninformative link : Click here URL link: Topic link: hair care Keyword link: hair styling with Vidal Sassoon (and ensure variety of keywords.)

66 Off-Page Optimisation: Inbound Links Understanding the importance of quality links There is a difference in quality of inbound linking sites from general directories and classifieds to article sites, up to key influencers and high authority specialised websites. Authoritative Sites Influential Blogs or Social Media Network Partners/ companies High Quality Specialist sites Discussion Forums Directory Links Low Quality

67 Off-Page Optimisation: Inbound Links Understanding barriers to inbound link building Be aware of factors that will cause problems with link building: flash content brokers or sellers keyword stuffing duplicate content broken links

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69 Off-Page Optimisation: Link building Understanding link building techniques 3 Types of Link Acquisition: Natural editorial links (given by sites and pages that want to link to your content or company) Manual Outreach link building ( ing bloggers for guest post opportunities, broken link building opportunities on external sites) Self-created, non-editorial (links from high quality directories like DMOZ or local business listings ) 5 Examples of Link Building Strategies: Get your customers to link to your website Build a company blog with valuable, informative, entertaining content Create content that inspires viral sharing and natural linking Earn the attention of press, bloggers and news medias through giveaways, new products and press releases. Understand the importance of your web presence in link building: ensure you have presence on all major online platforms as your listing there may be found in search before your own website.

70 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On Page Optimisation Keywords Content Meta-tags Site Supports Site structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

71 Analysis: Tools Understand how analytics can help with reporting and measuring a site s SEO performance Analytics tools enable you to track and measure the search traffic to your website. Common analytics tools such as, Google Analytics, StatCounter, Omniture etc.

72 Analysis: Tools Understand how analytics can help with reporting and measuring a sites SEO performance Access your analytics engine to evaluate the level of traffic, content accessed, traffic sources, goals, referring sites etc.

73 Analysis: Baseline Understand what metrics are needed to analyse SEO performance The criteria against which you will measure your website s performance: Visible for brand & targeted keywords? Number of pages indexed? Keyword rankings for targeted keywords? On-page technical SEO complete? (no 404 errors etc.) What competitors are ranking above you? Receiving organic traffic for key pages? Pages generating conversion from organic traffic? Record your performance to rate the effectiveness of your SEO activities.

74 Analysis: Analysis and Review Understand ongoing tasks needed to boost SEO performance Maintain a weekly and monthly calendar of website performance against baseline. Record any notable events that would drive organic traffic to your website: PR, marketing, competitions, etc. Assess the impact of your activities, spot any trends, and identify remedial action necessary. Understand why it is necessary to schedule a monthly keyword research exercise to ensure you are being found for the right keywords and phrases.

75 Analysis: Webmaster Tools Webmaster Tools for Average Position

76 Analysis: Google Analytics Organic traffic source reports, visitor numbers, device usage, engagement with content.

77 Analysis: Google Analytics Click-Through-Rates

78 Analysis: Google Analytics Sales

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80 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the Benefits of SEO Choose & Set Goals 2. On Page Optimisation Keywords Content Meta-tags Site Supports Site structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off Page Optimisation Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute

81 Laws and Guidelines: Data Protection Privacy issues with regard to Search Engine Optimisation Advertising. Data Protection issues with regard to Search Engine Optimisation Advertising. Copyright issues with regard to Search Engine Optimisation Advertising. Accessibility issues with regard to Search Engine Optimisation Advertising.

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83 Programme Structure Search Engine Optimisation PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Source: Digital Marketing Institute