is your website search engine ready?
TRANSCRIPT
Is Your Website Search Engine Ready?
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Adrian TanDirector, clickTRUE Pte Ltd
Private & Confidential: Presentation 21 Aug 2009
About clickTRUE
• clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per Performance online marketing company with Search and Social Media Marketing at its core.
• We offer both Technology and Online Marketing services to help build our clients’ brands online.
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Private & Confidential: Presentation 21 Aug 2009
Online Marketing Services
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Leveraging on the latest marketing trend in the digital landscape, we adopt a Pay-per-Performance approach to help clients achieve Maximum Return On Investment (ROI) on their marketing campaigns.
•Search Engine Marketing (SEM)
•Search Engine Optimization (SEO)
•Social Media Marketing
•Online Media Planning
•Web Analytics Consultancy
Private & Confidential: Presentation 21 Aug 2009
Key Questions (& hopefully answers)
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Is Your Website Search Engine Ready?
• Search Engine Optimisation
• Search Engine Marketing
Is Your Organisation Popular Online?
• Google Analytics
• Online Reputation
clickTRUE Confidential and Proprietary
Search Engine Optimisation (SEO)
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Private & Confidential: Presentation 21 Aug 2009
How Search Engines Work…
Image: Google
Mechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
What If?
SEO: Tip 5 of 5
Mechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Going Back In Time to 1998Mechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Simplified PageRank CalculationMechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Steady State SituationMechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Thus Google was bornMechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Image: Felipe Micaroni Lalli
• Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote.
• Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."
The Heart Of Google - PageRankMechanics of search engines
Private & Confidential: Presentation 21 Aug 2009
Search Engine Optimisation
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•2 types of listings in a Search Engine Results Page (SERP) – Paid vsNatural.
•Natural listings also known as Organic search results are:
• non-biased
• rankings are determined by the Search Engine’s algorithm by comparing how relevant the results are in matching the queries.
•Search Engine Optimization efforts can help to increase rankings of website. However, this requires time and re-structuring of website.
Paid Search
Natural Search
SEO
Private & Confidential: Presentation 21 Aug 2009
SEO
Source: mgccl.com
A Demonstration Of The Power Of SEOSEO
Private & Confidential: Presentation 21 Aug 2009
Getting A Start On SEOSEO Tips
Private & Confidential: Presentation 21 Aug 2009
The Obsession with Keywords
• Keyword popularity, an important indicator of the success of the site.
• Used for both On Page and Off Page SEO
• Types of Keywords� Long Tail Keywords – longer and more specific search queries.
• Example: Best Gadget Buying Guide
� Main Keywords – shorter and more broad keywords• Example: Buy, Gadget
• Long Tail Versus Main Keywords• Gadget Buying” - 56,000,000 results / competition
• gadget buying guide - 18,100,000 results / competition
SEO Tips: Keywords
Private & Confidential: Presentation 21 Aug 2009
How To Use Keywords
• Off Page� Anchor text is the clickable
text that users will see as a result of a link, and is placed within the anchor tag
� <a href=“You Keyword Here"></a>.
• On Page� Think about the keywords
that users will type. Include them naturally in your posts (particularly in your titles).
SEO Tips: Keywords
Private & Confidential: Presentation 21 Aug 2009
Keyword Research
• Google Free Keyword Tool � https://adwords.google.com/select/KeywordToolExternal
• When you plug in a main keyword, such as “mens fitness” into the above mentioned keyword tools, you will get back a list of all the long tails that people are searching for within that main keyword.
• You choose those that have a good amount of monthly searches,
SEO Tips: Keywords
Private & Confidential: Presentation 21 Aug 2009
Getting To Know The NeighbourhoodSEO Tips: Link Building
Your website
Private & Confidential: Presentation 21 Aug 2009
Source: www.elliance.com
Link Baiting?SEO Tips: Link Building
Private & Confidential: Presentation 21 Aug 2009
SEO: Tip 5 of 5
� Free Tools� Mash-ups� Maps� Communities� Blogs� Exposes� Humour� Interviews with personalities� Expert advice� Trends� Criticism
• Collaborative Work Documents
• Sharing• Tagging• RSS • Top 10 Lists• Event Reviews• Survey, Data• Film, Animation, Graphics• Freebies, contests, prizes• Provocative work
Some Link BaitsSEO Tips: Link Building
Private & Confidential: Presentation 21 Aug 2009
Advanced Link Building - BUZZ Marketing
• Link building is still going to be the SEO trump card for the foreseeable future. - Aaron Wall: SEO Book
• Evolution of Effective Link Building Strategies � BUZZ Marketing - Spread information, gimmicks or noise on the net and using
badges, icons, banners, buttons and ask bloggers to post it on their blogs and websites. Spreading niche contests online can also largely help your site out.
SEO Tips: Link Building
Private & Confidential: Presentation 21 Aug 2009
Don’t Forget Your Internal Links
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Source: mediaco, adTech09
SEO Tips: Link Building
Private & Confidential: Presentation 21 Aug 2009
Site Navigation
• Create a naturally flowing hierarchy
• Sitemap (Html) - is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site.
• Help search engines understand what content the webmaster thinksis important.
• Sitemap (xml) - Makes it easier for Google to discover the pages on your site
SEO Tips: Site Navigation
Private & Confidential: Presentation 21 Aug 2009
HTML Sitemaps
• Include important subpages from the website
Main Categories
Site Features
Website Search Toolbar
SEO Tips: Site Navigation
Private & Confidential: Presentation 21 Aug 2009
• General your own here: http://www.xml-sitemaps.com
XML SiteMapsSEO Tips: Site Navigation
Private & Confidential: Presentation 21 Aug 2009
Source:dev.opera.com
• Make your important terms and phrases prominent
• An example:
Search Friendly ContentSEO Tips: Search Friendly Content
Private & Confidential: Presentation 21 Aug 2009
• Use high quality writing
• Use a journalistic format if possible with broad descriptions first leading to more detailed writeups
• Readable to your human visitors
• Friendly to the search engine webcrawler bots
Image: www.modernlifeisrubbish.co.uk
Content Is Still KingSEO Tips: Search Friendly Content
Private & Confidential: Presentation 21 Aug 2009
http://www.cameratown.com/reviews/review_listing.cfm/hurl/id%7C1124
http://www.dpreview.com/reviews/canonsd400/
• URL Brevity
• URL Clarity
• Number of dynamic parameters in URLs(http://vshopindia.vpost.com.sg/aom/shop.php?c=22&n=11041891&i=B0000BV1LG&x=Canon_NB_3L_Rechargeable_Battery_Pack_for_SD550_SD500_SD110_SD100_SD10_SD20_Digital_Cameras)
SEO Tips: URLs, Titles, Meta Tags
Good URLs
Private & Confidential: Presentation 21 Aug 2009
How do you influence this?
And how do you influence this?
TitlesSEO Tips: URLs, Titles, Meta Tags
Private & Confidential: Presentation 21 Aug 2009
SEO: Tip 2 of 5Meta Tags: Behind The ScenesSEO Tips: URLs, Titles, Meta Tags
Private & Confidential: Presentation 21 Aug 2009 Source: www.dccomics.com
Pitfalls Of SEO Done Wrong
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Link Farms
Image: dustydavis.com
A FARM
A LINK FARM
Source: Zolt´an Gy¨ongyi and Hector Garcia-Molina. Link Spam Alliances. 2005 http://dbpubs.stanford.edu
Private & Confidential: Presentation 21 Aug 2009
Image: www.digitaljournal.com
Black Hat SEO – Automated Content Generation
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Keyword Stuffing / Being Spammy
Source: Ian Landsman
• Dispelling the myth that increasing keyword density helps
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Hidden Text
THIS TEXT IS WITH FONT COLOUR “BLACK” AND IS NOT HIDDEN TO VISITORS AND IS READABLE BY SEARCH ENGINE SPIDERS.
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Hidden Text
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Cloaking
• Google says: Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agent may cause your site to be perceived as deceptive and removed from the Google index.
E.g.
• Flash for human users, HTML for web crawlers
• Javascript redirects
Private & Confidential: Presentation 21 Aug 2009
Black Hat SEO – Doorway / Gateway Pages
• Using a doorway page to rank well on the search engines and to redirect traffic to the actual content and main web page.
• Normally, the users do not get the content that they are searching for.
Private & Confidential: Presentation 21 Aug 2009
Case Study: How BMW Got Banned By Google
BMW website as seen by users
BMW website as seen by Google’s webcrawler
Javascript was disabled & Website redirects
Private & Confidential: Presentation 21 Aug 2009
SEO Pitfalls
Source: news.bbc.co.uk
Case Study: How BMW Got Banned By Google
Private & Confidential: Presentation 21 Aug 2009
How To Avoid Black Hat SEO Companies
• No one can guarantee a #1 ranking on Search Engines� We will submit your site to 1,000 Search Engines!
• Guarantees ranking, but only on obscure, long keywo rd phrases you would get anyway
• Promises quick or even instant results� We can rank your site in 48 hours!
• Be careful if a company is secretive or won't clear ly explain what they intend to do� it’s a trade secret OR
� We know a guy at Google
• You should never have to link to an SEO� We will get thousands of links to your site!
• Be sure to understand where the money goes� Have your site optimized and promoted for only $71. 95 a month!
Private & Confidential: Presentation 21 Aug 2009
Let Us Have Your Questions
• Drop us your name card for a copy of this presentation
• For for a more in-depth understanding of Search Engine Marketing & Google Analytics, find us at
www.clicktrue.biz
or Google It