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  1. 1. Search Engine Optimization (SEO) 101Georg Seebode26thMay, 2013
  2. 2. Agenda WHAT Is SEO and WHY Is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown2
  3. 3. What is SEO?Search Engine Optimization (SEO) is the process of getting free, organic, editorial ornatural listings on search engines.... means optimizing your content and website to getmore traffic. is different from Search Engine Marketing (SEM) which focuses on paid search. is divided into two sections: On-page and off-pageoptimization.3
  4. 4. What is SEM?Search Engine Marketing is the process of gainingtraffic by purchasing ads on search engines (aka PaidSearch)SEM includes, but isnt limited to:Paid InclusionPay Per Click Adverstising (PPC Adwords)Banner Advertising4
  5. 5. Pros and Cons of SEO and SEMSEO SEM+ Free+ Searchers click on organicsearch results more often thanpaid PPC links+ Excellent at creatingawareness quickly+ Campaigns can be budgetedto fit a businesss needs Time consuming Takes longer to see results Costs Money Must be managed constantly(daily/weekly) ROI can be difficult to manage Clickfraud5
  6. 6. SEO vs. SEM6
  7. 7. SEO vs. SEM7
  8. 8. Click-Through RatesSource: seomoz.com 8
  9. 9. Why Is SEO Important? 36% of users agree that seeing a company listedamong the top results on a search engine makes methink that the company is a top one within its field* 90% of users click on a first page result 42% click on the first result Only 12% click on the second result The #1 result gets 3.5x more clicks than the #2 resultand 14x more clicks than the #10 result*Source: papic.org 9
  10. 10. Why Is SEO Important?Why you should optimize your site / content:Search engines love it! (makes it easier to crawl)People will find your contentUser-friendly (easier navigation, clean content)Your competitors are doing itMore traffic!10
  11. 11. Google The King of Search?In 2012, Google processed over 3 billion searches per day Thats over 100billion queries per month!65%8%5%3%3%16%Global Market ShareGoogleBaiduYahooYandexMicrosoOthersSource: comScore, searchengineland.com 11
  12. 12. Germany Russia ChinaSource: comScore, searchenginewatch.comKnow Your Market Google Isnt The Only OneOut There12
  13. 13. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown13
  14. 14. A Time Before GoogleBelieve it or not there used to be a time before Googleeven existed!Anyone remember any of these?Source: lycos.com, altavista.com, yahoo.com, excite.com, infoseek.com 14
  15. 15. How Do Search Engines Work?Crawling and Indexing the Web:Search engines send out spiders/crawlers (e.g. GoogleBot) whichsystematically browse the web and index it.These spiders follow links to find interconnectedwebsites/pages/documents.Websites were ranked according to their on-page content whichmade the whole system terribly easy to manipulate.Keyword stuffing/spammingThat is until Google came around..15
  16. 16. Google Introduces the PageRankGoogle Launched in 1998 and brought with it the infamousPage Rank, a new algorithm which ranked pages based on thenumber and PageRank of other web sites and pages that linkthere, on the premise that good or desirable pages are linked tomore than others.Source: wikipedia.com 16
  17. 17. Cheating the SystemThis new Page Rank was immediately exploited by LinkFarms.Source: betadaily.com, lambentseo.com 17
  18. 18. Fighting SpamBut Google never sleepsYou might have heard of these furry little friendsSource: internetmarketinginc.com, constant-content.com 18
  19. 19. Filtering Out The Relevant Content Google Constantly updates its algorithm, roughly 500-600 times ayear with most changes going completely unnoticed to thenormal user (aside from the fact that the search results get better) These algorithm changes happen to ensure that the user finds theright content Despite all the changes, when a user types in a query, the resultsare still based on:Relevance = Topic/ContentImportance = Links So in theory the statement the more links pointing to a website,the better it ranks is still valid? Well yes and no... Mostly no.19
  20. 20. A link isnt just a link theres more to Ranking thanmeets the eyePossible Ranking CriteriaSource: seomoz.com 20
  21. 21. Ranking FactorsSource: searchengineland.com 21
  22. 22. Agenda WHAT is SEO and WHY is SEO Important? How Do Search Engines Work? On-Page Factors Off-Page Factors Myths and Misconceptions Best Practices Breakdown22
  23. 23. On-Page vs. Off-PageOn-Page Off-PageOn-Page Off-PageEverything that you edit on yourwebsite falls under On-PageOptimization, such as:Title TagsURLContentImagesSite ArchitectureEverything that you influenceoff your website falls under Off-Page Optimization, such as:Link BuildingSocial NetworkingSearch Engine SubmissionsSitemap SubmissionsGuest Blogging23
  24. 24. Where Do I Start?Source: seomoz.com 24
  25. 25. On-Page - The Perfectly Optimized PageAn Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)An Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)Source: seomoz.com 25
  26. 26. Title TagMax Display LengthMeta DescriptionMax Display LengthURLMax Display Length66-69Characters156-158Characters72-92Characters67-72Characters176-184Characters91-94Characters64-65Characters164-190Characters65-80CharactersRecommended

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