Digital Training Search Engine Optimization Presented by: Aris Tianto Head of Search at InboundID aris@inboundid.com @atianto
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 95%
The Search Marketing Trifecta SEO / Organic Listings Paid / Sponsored Listings Display Network 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
Key takeaways from CTR study Higher Rankings = Higher Click-Through Rates
What is Search Engine 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) 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]
[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
SEO is Still Under-Invested 1 Billion Searches / Day; 1 Billion Searchers / Week PPC = ~85% of spend SEO = ~15% of spend http://searchengineland.com/report-growth-of-paid-search-budgets-decline-while-seo-budgets-increase-16777
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 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 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)
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] 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
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
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
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 (weak sites/pages in the top 10) Ideal Keywords! High Value (large % of visitors convert)
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 Lets Find a Good Keywords & see its Trends
On-Page Optimization
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.
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 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
Content [Text & Image] Content Quality (Unique) Content Research (Rich Keywords) Content Engagement (For User)
Meta Description Page Title Website Content Good Web Page
Technical On-Page Optimization Factors Website Performance Server & Website Issue Rel="Canonical" www.domain.com 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
Technical SEO Audit www.seositecheckup.com
Technical SEO Audit
Duplicate Page Title Check-Up Site:namadomain.com Duplicate Page Title
Duplicate Page Title Check-Up www.screamingfrog.co.uk
Google Webmaster Tools www.google.com/webmasters/tools/ Signup Add Site Verified
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
Classroom Exercise on Web Master Tools[I] Lets add website to Webmastertools
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 Our Website Blog D
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 Process
Objectives Goals Keywords Identify target Keyword Page Title Description Content Structures Sitemap On-Page Optimization Link Building Social Media Impact Off-Page Optimization
SEO Foundation Optimization Process
Go Local
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
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 Exercise On-Page Optimization Off-Page Optimization The Optimization Process Local Optimization
Thank You