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Seo Basic Training
- 1. SEM & SEO Definitions and examples
- 2. Some definitions... The art of marketing a website via search engines • 85% of all traffic on the Internet comes by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) More (relevant) traffic + Good Conversions Rate More Sales/Leads
- 3. Search Engine Marketing The art of marketing a website via search engines • 85% of all traffic on the Internet comes by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) More (relevant) traffic + Good Conversions Rate More Sales/Leads
- 4. What SEM includes • PPC Advertising (Adwords, Msn ads, Panama) • Directories (Dmoz, Yahoo..) • SEO • Website architecture, analytic reports and so on Choose the right one for you!!
- 5. What do Web Marketing do? • In short, it directs ‘qualified’ Internet traffic (users) to the branded websites • Which sites do webmarketing advertise for?: • • –Booking.com • –ActiveHotels.com • –Priceline.co.uk
- 6. How does Search engine advertising or Pay Per Click (PPC) work? • BID for keywords /phrases/ search terms • DISPLAY relevant ads • PAY for every click!
- 7. Where are the adverts shown? In 18+ languages around the world in all countries Known as “Sponsored Links” •Google –Google.com, .co.uk, .de, .fr, .it, .nl … etc. –Google search network partners – AOL, ASK.com –Content network – Vogue.com, Reuters, Lycos, Gmail •Yahoo! –Yahoo.com, .co.uk, .fr… etc –Yahoo! network – Wall Street Journal, NationalGeographic.com •MSN –MSN.com, Live Search (live.com) & Windows Live
- 9. Sem & Seo SEO - Search Engine SEM - Search Engine Optimization - refers to Marketing - refers to all the practice of ranking practices that leverage pages in the organic search engines for traffic, results (left side of the branding, advertising & page) marketing.
- 10. How search engines works..
- 11. SEO Ranking factors • Off-Page Factors • Link Popularity (“votes” for your site) • Anchor text • On-Page Factors (Code & Content) Title tags <title> o Header tags <h1> o ALT image tags o Content, Content, Content (Body text) o Hyperlink text o Keyword frequency & density o
- 12. SEO Ranking factors • Off-Page Factors • Link Popularity (“votes” for your site) • Anchor text • On-Page Factors (Code & Content) Title tags <title> o Header tags <h1> o ALT image tags o Content, Content, Content (Body text) o Hyperlink text o Keyword frequency & density o
- 13. Offpage: What is a SE Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments • The SEO algorithm is constantly changed, tweaked & updated • Varies by Search Engine – some give more weight to on-page factors, some to link popularity
- 14. The Google Algorythm: Google Page Rank™ Definition PageRank is a “vote”, by all the other pages on the Web, about how important a page is. A link to a page counts as a vote of support. If there’s no link there’s no support. Google Page Rank diagram
- 15. The Google Algorythm: Google Page Rank™
- 16. Off-page factors Based on these 2 factors • Link Popularity (“votes” for your site) • Anchor text The quantity of inbound-links using anchor text containing your target keywords. These should come from pages covering similar topics, preferably from large, long established authority sites.
- 17. Off-page factors To increase the Booking.com rank • Find links from authority sites (e.g. Tripadvisor, Yahoo travel some good affiliate partners etc.) • Give the links a suitable name (Anchor text) Bad way to name a link: If you want to reserve an hotel click here. Right way to name a link: Need an hotel? Reserve it now through the Europe's market leader online hotel reservation company.
- 18. On page factors • Title tags <title> • Header tags <h1> • ALT image tags • Hyper link text • Keyword frequency & density • Content, Content, Content (Body text) <body> In Italia
- 19. On page factors HTML Title top ranking factor displayed on most search engine results pages Description Less important ranking factor Sometimes displayed on results pages Keyword tags and Image alt tags Rarely used as a ranking factor May increase page rank slightly if all other factors are equal
- 20. The 20:40:40 Rule 20% 40% 40% Te n l Sp c ch ica e Content Link Polularity • S ite • Relevant • Quality, Arc h ite c ture • Ac c e s ib le related links • Na vig a tion • Ke yword • R e le va nt • Me ta da ta ric h
- 21. What search engines don't like • Frames (use the <noframes> tag to insert content) • Flash & Javascript • Dynamic pages (generated from a database) particularly containing special characters like ? = & (mod_rewrite..bookmotel.net) • Images containing text (the S.E can’t read the text in the image • http://www.delorie.com/web/lynxview.html (HTML text, no images and little formatting)
- 22. Basic Tips & Optimization Techniques • Research keywords related to your business • Utilize descriptive title tags for each page • Ensure that your text is HTML-text and not image text • Use text links when ever possible • Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) • Obtain inbound links from related websites
- 23. Be as more specific as possible • In case of an affiliate with an huge content , divide it into sections. Do not use a long page if your topic is various. • Use the proper title, H1 and all the other stuff according to the content. No general title.. Try to help Google to understand your pages! • Link between internal pages whenever is possible, using the proper anchor text.
- 24. The user is evoluted...
- 25. Farms, Black Hats & “Ethics” • Black Hat SEO – They try to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, cloaking etc • Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. • Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term.
- 27. Google Bombing ...do you remember Rishi? • Link Rishi • Hotelroomreservation.net • Aghios • Thousands and thousands more..
- 28. How to use ranking and traffic indicators to find potential affiliates
- 29. How to use ranking and traffic indicators to find potential affiliates • Download Search Status Firefox extension • Check the backlink (also with quot;link: www.example.comquot;) • Check show related links on the Page Rank bar • Check Alexa Related links • Check Alexa categories IT WORKS!!
- 30. Questions?