SEO - The Best Practices

Transcription

1 Built-in SEO A technical approach Presented by: Denis Kondopoulos Technical Project Manager Naxtech.com

2 Presentation Contents 1. The typical/popular SEO process. 2. The improved SEO process: Bridging the gap between supply and demand. 3. Built-in SEO the concept: better ROI. 4. Lessons learnt from regulated markets. 5. Examples: Tips and Tricks. 6. Stealing traffic from the competition. 7. SEO integration. Not SEO as an add-on.

3 Prerequisites Some understanding of HTML is ideal but not necessary. You can still understand everything if you ignore the techie bits, but the whole approach remains somewhat technical.

4 Naxtech Profile Summary Internet solutions specialists established in 2005 in the UK, with a marketing presence in the USA, China and Kenya (via Al-eman Ltd.) We help businesses attract new customers via the use of technology and the internet: Web Development (Reservation Systems, ecommerce, Content Management, Online payments, and more) Online Marketing (Multi-lingual Organic SEO, marketing, PR Distribution) We focus on being honest, practical and straight to the point. Results comes first; not the technology, not the budget and not custom or practice. Clients worldwide: UK, Germany, Greece, USA, Italy, Kenya, Czech Republic, Russia, Cambodia, China.

5 SEO The Popular/Typical Approach Meta Tags optimisation Titles Description Keywords Copywriting Link Building Article writing Blogging, Social Media(?)

6 SEO The Popular/Typical Approach SEO is more of an Add-On SEO (Add-On) Link Building, Copywriting, etc Website Marketing Plan Product X -> Take to market: Force the sale

7 SEO The new approach Bridging the gap between supply and demand: Combination of Marketing Plan, SEO, Market Research. A stepped approach - Six Steps: 1. Look at the products/services to be promoted. Look at target market, marketing plan, competition, etc. (Supply) 2. Look at target market requirements, search patterns and behaviour. (Demand) 3. Look at the Technology used. IT as an enabler or hinderer. (Technology) 4. Use the above to compile a list of recommendations. 5. Translate recommendations to technical requirements. 6. Apply technical changes and review/monitor process.

8 SEO The new approach Technology Marketing Plan inc. Competition analysis Demand Recommendations Technical Requirements Application, Review and Monitoring Supply

9 SEO The new approach SEO is Built-In and Integrated. No longer an Add-On. SEO Website Product X -> Listen to the market Do NOT force the sale. How close can you get to what the market wants? Can supply and demand converge? Slight modifications can often DOUBLE your market visibility/share.

10 Built-in SEO What is it? SEO is built-in into the website. Not an add-on. Adjusting your content, layout and promotion based on SEO research findings, ideally before you even start with web design and development. More than just SEO. Changes to the programming. Why should I do it? Benefits. Increased relevancy, leading to long term results and lower ongoing costs. Google ranks on relevancy. Not PageRank. No huge reliance on link-building and other resourceconsuming activities.

11 Built-in SEO Question: That s great, but does it work? Answer: Yes, it does, and very well too. Let s go back a step and look at other sectors. Look at lessons learnt from other sectors, especially regulated ones. Why? Because marketing and SEO is not easy there.

12 Lessons learnt from other sectors Financial services Fierce competition, Very competitive. Regulated industry. Pharmaceuticals and Healthcare Strictly regulated, especially when it comes to prescription medication and promotional material. Most marketing activities are illegal or not allowed. NO promotional wording/language ANYWHERE and in ANY form, NO link building, NO social media, NO..everything! How do you advertise when you are not allowed to?

13 Examples Pharmaceuticals - Normal View

14 Google View Examples

15 Examples Search for: What is Angina

16 Financial Services Normal View Examples

17 Google View Examples

18 Code View Examples

19 Financial Services Normal View Examples

20 Google View Examples

21 Examples Search for: Debt management

22 Built-in SEO Built-in SEO works! It works for regulated sectors (eg. pharma), where so many marketing activities are not allowed. Tourism, Hospitality and Travel are not so strict. Include built-in SEO to your marketing activities. Imagine the potential

23 Stealing Traffic from Competitors Stealing does not mean stealing. It all comes down to the Marketing plan. Examine and review competition activities. Review resource allocation. Think about Targeting. Combine Targeting with Built-in SEO. Example from tourism, travel and hospitality real data, real searches, real sites

24 Stealing Traffic from Competitors Example: Visit-GreekIslands.com Listed accommodation is personally checked by an agent every year. Hotel order changes based on popularity, user selection and location. Not enough content to compete with larger portals. Using build-in SEO to target repeat-customers of hotels in Greece.

25 Stealing Traffic from Competitors Google View

26 Stealing Traffic from Competitors Pages of Individual Properties Name: Adelphia Apartments Location: Island of Spetses Name: Isalos (rooms) Location: Serifos island

27 Stealing Traffic from Competitors Google View - Individual Properties Same approach in Greek and English Name: Adelphia Apartments Location: Island of Spetses Name: Isalos (rooms) Location: Serifos island

28 Stealing Traffic from Competitors Searches Search: adelphiaapartments spetses Search: isalos serifos

29 Stealing Traffic from Competitors More pages of individual properties Name: PAOLA'S BEACH Location: Mykonos Name: Pension Ilias Location: Amorgos

30 Stealing Traffic from Competitors Visit-GreekIslands.com ranks ABOVE hotels own website. Search: paola beach Search: pension ilias amorgos

31 Summary Integrate SEO. Build it into your website. Learn from other sectors. Results often come with reduced work and ongoing costs. Targeting and analysis are critical success factors. Plan well.

32 Frequently Asked Questions Q: How can I find out what Google sees when it looks at my website? A: Google Webmaster Tools -> Fetch as Googlebot Q: My website already exists. What can I do? A: The stepped approach remains the same. The existence of the website is treated as one of the parameters/factors involved.

33 Questions? More info? me: Always happy to help!!! The End.