Digital Training Search Engine Optimization. Presented by: Aris Tianto Head of Search at

Transcription

1 Digital Training Search Engine Optimization Presented by: Aris Tianto Head of Search at

2 Why Is Search Important

3 Why search is important? Total Internet users in Indonesia [2013] 55,000,000 Indonesia Search Engine Market Share 1% 4% Google Yahoo Others 95%

4 The Search Marketing Trifecta SEO / Organic Listings Paid / Sponsored Listings Display Network Listings

5 A few words about Universal Search Website Results Adwords/Paid Search Images Places Maps

6 The Path to Purchase in Education Industry (US)

7 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

8 Key takeaways from CTR study Higher Rankings = Higher Click-Through Rates

9 What is Search Engine Optimization (SEO)

10 Why Search Engine Optimization (SEO) To grow the size of the pie, you ve got to go non-brand

11 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]

12 [Video] Introduction to SEO

13 Organic (SEO) Vs. Paid Search Paid Results Organic Results Google Place

14 SEO drives over 80% of all clicks

15 SEO is Still Under-Invested 1 Billion Searches / Day; 1 Billion Searchers / Week PPC = ~85% of spend SEO = ~15% of spend

16 SEO is cost-effective No top line media cost Cost Per Click declines over time Key phrase analysis and content optimization only costs

17 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 Acceptance of lack of control Impossible to predict or guarantee Positions Click volumes Future changes to algorithm Competitor actions

18 How Search Engine Work

19 [Video] How Search Engine Work

20 The Basics of How Search Engines Work...

21 Crawling & Indexing Without links, the engines might never find this page

22 Crawling, Indexing, Ranking & Searching 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

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24 Query Deserves Freshness (QDF) Normal Result QDF

25 Query Deserves Diversity (QDD)

26 SEO Key Principles

27 SEO has evolved a lot over the last 10+ years On-site Factors Dominate External Links Sources Social Signals & Semantic Web

28 Regular Search Engine Algorithm Update Caffein [2010] An advanced web indexing system (not an algorithm update) 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+ Panda [2011] New machine learning algorithm 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 purpose Penguin [2012] Over-optimization penalties Targets too many instances of a keyword on-page Targets over-using the same anchortext in links pointing back to website Punishes sites with low quality and scraped content Hummingbird [2014] Return better results Precise Fast Old stuff with new engine

29 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 Off-Site Technical Web design and development aspects Content Unique and keywordrich information Popularity Quantity and quality of links or mentions to a site KEYWORD RESEARCH & STRATEGY

30 Common SEO Mistakes Treating SEO as an afterthought Using a CMS that is not SEO-friendly Improperly using tags Lacking depth on your website Ignoring dated content on your site No linking strategy Not viewing SEO as a continuous process

31 Keyword Research

32 Keyword Analysis

33 Keyword Research Tips

34 Keyword Research Process Map

35 A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) Ideal Keywords! High Value (large % of visitors convert)

36 Google Trends: Interesting Trend Data Google.com/trends

37 Google Keyword Planner Adwords Tools Keyword Planner adwords.google.com

38 Google Keyword Planner

39 A keyword is not a target until you assign it to a page and begin optimizing for it

40 Keyword Effectiveness Index Attributes Average position in natural or paid listings Click volume referred from search Outcomes (sales, registrations, leads) Profitability

41 Classroom Exercise on Keyword Research [I] Think about Keyword Google Suggestions Ubersuggest Keyword Planner Lets Find a Good Keywords & see its Trends

42 On-Page Optimization

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44 Page Title Tags Google Search Engine Result 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 search query.

45 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

46 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

47 Meta Descriptions 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 baseball cards" - Filling the description with only keywords - Copying and pasting the entire content of the document into the description meta tag

48 Content [Text & Image] Content Quality (Unique) Content Research (Rich Keywords) Content Engagement (For User)

49 Meta Description Page Title Website Content Good Web Page

50 Technical On-Page Optimization Factors Website Performance Server & Website Issue Rel="Canonical" Vs domain.com URL Structure Use word in url, e.g.: domain.com/category/detail-page.html 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 Website Sitemap

51 Technical SEO Audit

52 Technical SEO Audit

53 Duplicate Page Title Check-Up Site:namadomain.com Duplicate Page Title

54 Duplicate Page Title Check-Up

55 Google Webmaster Tools Signup Add Site Verified

56 Google Webmaster Tools Check your site's health for potential issues that Google has detected Understand your search traffic and learn how users are finding your site Make optimizations to help Google better understand and represent your site

57 Classroom Exercise on Web Master Tools[I] Lets add website to Webmastertools

58 Google Webmaster Tools

59 Google Webmaster Tools

60 Google Webmaster Tools

61 Google Webmaster Tools

62 Google Webmaster Tools

63 Google Webmaster Tools

64 Google Webmaster Tools DON T PANIC

65 Off-Page Optimization

66 Off-Page Optimization - Link Building Link from other website to our website Forum B Social Media C Website A Our Website Blog D

67 Off-Page Optimization - Link Building Link from other website to our website

68 Off-Page Optimization Factors Online PR Article writing Link Bait Impact of Social Media

69 Off-Page Analysis

70 Off-Page Analysis

71 Off-Page Analysis

72 The Optimization Process

73 Objectives Goals Keywords Identify target Keyword Page Title Description Content Structures Sitemap On-Page Optimization Link Building Social Media Impact Off-Page Optimization

74 SEO Foundation Optimization Process

75 Go Local

76 Google Places on Google Result Google Places Show 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

77 Business Registration Required

78 Summary

79 Digital Training - SEO Summary Why Is Search Important SEO Definition How Search Engine Work SEO Key Principles SEO Planning & Strategy Keyword Research Keyword Research Exercise On-Page Optimization Off-Page Optimization The Optimization Process Local Optimization

80 Thank You

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