search engine optimization - rob simons at nhtv education day 2011
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Search Engine Optimization basics by Rob Simons at NHTV Education Day 2011TRANSCRIPT
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NHTV in E-businessmindshift in our markets
Revolutie: effecten van "E-" op onze markten.
Gerard Gielen
Results research "Use of new media". Corne Dijkmans
Search Engine Marketing.
Rob Simons
Web 2.0 for real: Retailwiki.
Jeroen Vinkesteijn
Marketing.com.
Wim van der Mark
Hands on Websites: don't get lost. Carl Grefkens
Web 2.0 for real: Retailwiki.
Jeroen Vinkesteijn
Search Engine Marketing.
Rob Simons
Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans
Revolution: effects of "E-" on our markets. Gerard Gielen
De geheimen van een goede website.
Carl Grefkens
Digital businessmodels.
Herman Lier
@rmsimons #NHTVED2011
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Search Engine Marketing Rob Simons
Revolutie: effecten van "E-" op onze markten.
Gerard Gielen
Results research "Use of new media". Corne Dijkmans
Search Engine Marketing.
Rob Simons
Web 2.0 for real: Retailwiki.
Jeroen Vinkesteijn
Marketing.com.
Wim van der Mark
Hands on Websites: don't get lost. Carl Grefkens
Web 2.0 for real: Retailwiki.
Jeroen Vinkesteijn
Search Engine Marketing.
Rob Simons
Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans
Revolution: effects of "E-" on our markets. Gerard Gielen
De geheimen van een goede website.
Carl Grefkens
Digital businessmodels.
Herman Lier
@rmsimons #NHTVED2011
3@rmsimons
#NHTVED2011
today’s Twitter hashtag: #NHTVED2011
4@rmsimons
#NHTVED2011
Rob SimonsMy background:
• ITMC Alumnus
• Online Marketing Manager – wiki-travel guide Earth.org
• NHTV: mostly (online) marketing courses
• MSc in Marketing at VU (class of 2012)
• Born in 1980
5@rmsimons
#NHTVED2011
what’s on the menu:
http://www.flickr.com/photos/omefrans/4421251238/
1. the search engine landscape2. how search engines work3. search engine advertising (SEA)4. search engine optimization (SEO)5. link building strategies
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1. the search landscape
http://blog.cagle.com
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this means
100 billion
search queries each month!
2 billion people on the internet
=average of 50
search queries!
http://www.seomoz.org
how much do we actually search online?worldwide growth of searches
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2. how search engines work
http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm
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without links the search engine
might not even find this website
the whole internet is mappedcrawling & indexing by search engine robots
http://www.seomoz.org
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which websites are important?domain authority
http://www.seomoz.org
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An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10.
You can compare it to references in scientific articles. The more a source is reffered to, the more credible/ importance it is. So, the more (high quality) links lead to your website, the more important your website probably is.
Google PageRank (PR)
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division of Google PageRank (PR)is algoritmic, not lineair
http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html
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what is most important to Google in ranking websites?
http://www.seomoz.org
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Click Through Rate (CTR)(how many times is clicked in %)
http://www.seomoz.org
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Paid
Organic90% of the clicks
organic vs. paid results
10% of the clicks
http://www.seomoz.org
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3. search engine advertising (SEA)SEA is not further discussed in depth in this lecture
http://www.flickr.com/photos/brainfarts/97676505/sizes/l/
Google Adwords
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4. search engine optimization (SEO)
http://www.flickr.com/photos/brainfarts/97676505/sizes/l/
adapting the technology, content & link strategy of a website, with
the goal to make your pages more easy to find in the search engines.
(“free”)
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where to start?
http://www.seomoz.org
onsite
offsite
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accessible contentby means of a good internal linking structure
http://www.seomoz.org
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content of high qualityavoid duplicate content
http://www.seomoz.org
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what does Google do with duplicate content?
http://www.seomoz.org
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www.nationalgeographic.com/animals/african-elephants
search engine friendly URL’s
http://thepreppyprincess.wordpress.com
single domain
simple folder structure with relevant keywords
keywords in the pagename, seperated by a dash
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Xyz3.nationalgeographic.com/?amg=vv&sd=8
search engine UNfriendly URL’s
redundant sub-domain
no keywords, completely unclear what can be found here
http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l
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broken links en 404 pages
http://www.mundofox.com
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broken links en 404 pages
http://www.mundofox.com
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broken links en 404 pages
http://www.mundofox.com
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XML sitemapsa digital “map” which shows search robots around on your
website
http://www.seomoz.org
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a search engine friendly website
the important stuff
http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
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page titlescan be found in the top bar of the browser or in the tab title
• Every page should have unique, accurate page titles
• If a page was pre-existing, the page title should stay exactly as it was before
• Title should reflect page’s targeted keyphrase
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meta descriptionsthese are “hidden” in the HTML code of your website
http://www.seomoz.org
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anchor texthow are your links “wrapped”
http://www.seomoz.org
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good content (page copy)the use of good and descriptive keywords
http://www.seomoz.org
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alt(ernative) attributesthese are “hidden” in the HTML code of your website
good use of keywords in the alt tag
http://www.seomoz.org
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34http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
a search engine friendly website
the LESS important stuff
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meta keywords tagthese are also “hidden” in the HTML code of your website
http://www.seomoz.org
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header tags: H1, H2, H(x)these are also “hidden” in the HTML code of your website
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submit your website with search engines (don’t bother)
http://www.seomoz.org
Since 2001, search engine submission has not only not been required, but is actually virtually useless.
If you hear a pitch from an SEO offering “search engine submission” services, run, don’t walk
(seomoz.org)
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5. link building strategies (ensure that your website can be found from third party websites)
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why collect links?
without links your website will be difficult to find
difficult to find means no visitors
no visitors means no sales
no sales means no profit
http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/
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how do you know how many links you have?
http://www.opensiteexplorer.org
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8 basic ways of link building
http://www.poolcentrumdemunt.nl
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#1 – manual link requests
http://www.seomoz.org
@rmsimons #NHTVED2011
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#2 – check out the links of your competitors
http://www.seomoz.org
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#3 – your content on other websites
http://www.seomoz.org
http://www.seomoz.org
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#4 – linkbait and viral campaigns
http://www.seomoz.org
http://www.seomoz.org
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#5 – content, technology & API’s(application programming interface)
http://www.seomoz.org
http://www.seomoz.org
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#6 – partnering, back links & swapping
http://www.seomoz.org
http://www.seomoz.org
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#7 – paid links
http://www.seomoz.org
http://www.seomoz.org
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#8 – link reclamation
http://www.seomoz.org
http://www.seomoz.org
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questions?
@rmsimons #NHTVED2011
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http://www.flickr.com/photos/omefrans/4421251238/
http://blog.cagle.com
http://www.seomoz.org
http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm
http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html
http://www.flickr.com/photos/brainfarts/97676505/sizes/l/
http://thepreppyprincess.wordpress.com
http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l
http://www.mundofox.com
http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/
http://www.opensiteexplorer.org
http://www.poolcentrumdemunt.nl
References
@rmsimons #NHTVED2011