seo guide for marketers
DESCRIPTION
This is a basic guide on search engine optimization for traditional marketers and business executives. Simple tips are given which can be easily followed by anyone without technical knowledge. It includes SEO introductions, SEO outsourcing and basic SEO techniques.TRANSCRIPT
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Incitez SEO Guidev3
A guide made for marketers and business executives
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This guide covers basics of SEO only and does not include detailed technical knowledge.
June 2011
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Incitez SEOA social approach
boosting your performance in search engines and social media
English + Chinese
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Incitezis a start-up in Singapore providing
digital consultancy & campaign management to SMEs and
enterprises.
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Your growth is vital to our growth, which
is our top priority.
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You are not aloneI am here with youThough we're far
apartYou're always in
my heart
We have worked with clients from Asia, Europe and US.
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Incitez SEO Guide
SEO Introduction
SEO Outsourcing SEO Basics
what is SEO, benefits, costs...
Selection, guarantee and measurement
Simple things you can do
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1. SEO Introduction
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Worldwide Internet users are actively searching for information; they give you the permission to be found. Keywords they use indicate
the intentions.
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There is a significant correlation between companies in the top
organic & paid search placements and
consumer brand affinity, brand recall and purchase intent.
Source: Enquiro
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SEO is an acronym for "search engine optimization" or "search engine optimizer."
Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and
reputation.-Google
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Search Engine Results Page (SERP)
Sponsored links, or PPC(quick but costly)
Natural search listing(“free” traffic but takes
time)
Continuous cost tosearch engine (and PPC
vendor if there’s one)
Cost to SEO specialistincitez
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75% users don’t go beyond the first page of SERP; if your pages are not on the first page, that’s when SEO
helps. That’s not all, though.
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User JourneyUser opens
preferred search engine site
Enters search queries and
perform search
Clicks on a link on SERP
Enters a landing page
Performs a desired action
(e.g. purchase)
Simply browses web pages
Left the site immediately
This is your top priority not simply rankings.
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2. SEO Outsourcing
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Carefully review what SEO agencies propose and asked for a sample of
each item.
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Distinguish organic search results from paid ones (sponsored links)
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Big Agency
If you are not careful, you pay a lot more
and may not receive better results in
return
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1st Page Guarantee
The higher search volume, the more difficult to optimize a keyword. Very low volume keywords
and your brand related keywords can easily rank high on the first page. And, black hat tactics used
to optimize your website can be very harmful.
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Allege a “Special Relationship” with Search engines
Be Aware!
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Be careful if your SEO Vendor is secretive...
be sure you know exactly how they intend to "help"
you.
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3. SEO BasicsThese are easy recommendations you can immediately apply.
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Check how many pages have been indexed
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If the no. of indexed pages are much lower than the pages you have, that
is a problem.
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Use tools like Lynx or seo-browser.com to see what your site
looks like to search engines.
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The Cache date is the last time that Google Crawled and took a copy.
Click and you may see a message like this:“This is Google's cache of http://
www.chinainternetwatch.com/. It is a snapshot of the page as it appeared on 6 Jun 2011 15:47:51
GMT. The current page could have changed in the meantime.”
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Faster and frequent indexing is good. Use your domain name to search and if you can’t find your
site, that’s a big problem.
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Make sure your robots.txt file does not block unexpected content from
search engines.
Free tool: http://www.frobee.com/robots-txt-check/
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Keywords Research is very important and can be complicated for beginners; but, the simplest
thing you can do is to use Google Keywords Tool and choose the most appropriate keywords for
your website.
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Google Keyword Tool
Text
http://goo.gl/9vzuo
Enter words or phrases that describe your product or service, select appropriate language and country.
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Remeber: the more competitive and higher search volume a keyword is, the more difficult it is to optimize.
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Do NOT Stuff Keywords
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Create Unique Page Titles with <Title>...</Title>
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Create compelling description with keywords included with “description” meta tag.
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A URL like http://www.yoursite.com/index.php?id=72&sid=asdf2af&uif=asdfa2a&utm_campaign=g1123,
is much less appealing to users, could create duplicate content, and may not be indexed.
http://www.yoursite.com/product.php
Consult an SEO specialist before you change URL structure.
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Make Your Site Easy to Navigate
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Create Quality Content
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Write Better Anchor Text
<a href=”http://www.yoursite.com/shoes.html”>Anchor Text</a>
Click here Click here for shoes
Use This!
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Link to relevant content internally with appropriate anchor text
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Register your websites at search engines’ official webmaster tools
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Link back to relevant pages in your online press release content
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Request for links back to your website from your partners’ website
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For more tips and insights on digital marketing, you can subscribe here:
http://www.incitez.com/whitepaper
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Contact us for a free site auditPlease include invitation code:
SEOWPJUN
Rocky Fu, Director of Digital Strategies, Incitez
Twitter: @rockyfuBlog: http://www.rockyfu.com/blogEmail: [email protected]
Also Follow:Company Blog: http://www.incitez.com/blog@incitez_apac (digital insights and stats in Apac)@chinainternet (China Internet related news and trends)