Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si Oxford College of Marketing

Welcome to
‘Natural Search’ (SEO) Webinar
November 11th 2013

This webinar will start at 7.30pm
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Welcome
Your webinar presenter tonight is:
Mike Berry
Webinar content for this evening:
Search Engine Optimisation (SEO)

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3

Search Engine
Optimisation
(SEO)
Mike Berry

Mike Berry
• Ex-Procter & Gamble, Wunderman (Y+R),
DraftFCB, Havas Worldwide
• Ex-Head of Digital EMEA for Jack Morton (Interpublic)
• Author of „The New Integrated Direct Marketing‟ (Gower)
• In digital marketing since 1995 (ish)
• Adjunct Professor of Marketing Strategy at Hult International
Business School London
• Adjunct Faculty at University Of Warwick
• Senior Examiner at Chartered Institute Of Marketing (CIM)
• Digital Marketing Trainer/ Consultant for:
Oxford College Of Marketing
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Brands I have worked with...

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Hello and let’s connect!

mike.berry@mikeberryassociates.com
uk.linkedin.com/in/mikeberrylinkedin
http://mikeberryassociates.com
http://twitter.com/mikeberrytweets
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SEM = SEO + PPC
• Search Engine Optimisation (SEO)
Helping your site to rank higher in Search Engine
Results Pages for a given keyword (= phrase).
Depends on relevance (content) and reputation
(inbound links)
• Paid Search = Pay Per Click Advertising (PPC)
Buying ads (e.g. on Google or Bing) to generate
clickthroughs to your website landing page.
For each keyword, ads are sold on an auction basis.
Ad Rank= £bid x Quality Score

Why are we here?
Search Engine Optimisation (SEO)
93% of all internet traffic is generated from
internet search engines. 99% of internet
searchers do not search beyond the top 30
results. 97% of them never look beyond the
top three results. (Forrester)
November 11, 2013 7:30 PM GMT – 8:30
PM GMT
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93% of web user journeys start with
a search engine*. Go Figure.

*Forrester

This webinar
– What is SEO?
– Defining your keywords
– On-page SEO
– Linkbuilding
– “Black hat” SEO
– Useful Tools

14

Choose your keywords

Paid (AdWords)
listings

Natural (Organic)
listings

15

SEO in plain English
SEO is about having content on your
website that is relevant to the search terms
people use so that it will be found
organically by search engines.
Achieving this requires either the cost of
using external consultants or spending time
yourself changing the content on your site.
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We are what we search for…

California
San Francisco

San Francisco
holidays

San Francisco
City Tours

San Francisco
City Tours
Hop on-Hop
off

<source: Optimiser>

Search Engine Optimisation (= SEO)
“Search engine optimization (SEO) is the process of
improving the volume or quality of traffic to a web
site from search engines via "natural" or un-paid
(“organic”) search results. Typically, the earlier (or
higher) a site appears in the search results list, the
more visitors it will receive from the search engine.”
Wikipedia

Define your keywords

https://adwords.google.com/o/KeywordTool?defaultView=2

Learn from AdWords

https://support.google.com/adwords/answer/2453981

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Google helps you with keywords…

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How does Google decide how to
rank your page?
Google primarily looks at two things:
• Relevance (content of the page and which
keywords appear where)
And
• Reputation (inbound links from webpages
with high Google PageRank and Google+
page +1s)
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Help Google to find your content
XML Sitemaps for search engines
• Submitted to search engines to help them find and index your
site‟s pages efficiently. Shows where your pages are (their
URLs) + gives information about:
-The relative importance of each page
-How often a page changes (always, every time it‟s accessed,
never)
-Date a page was last changed
• Bing: XML Sitemap optional unless you have pages that
struggle to get indexed

To be found, you must get indexed
Solve indexing problems by:
• Create clear links through your site‟s structure to all pages
• Using consistent URLs (one per page)
• Ensuring links on your site do not require Flash, JavaScript, Ajax to
be accessed. Search engines can follow such links: but HTML links
are easier
• Giving all pages unique content, page title tags and meta
descriptions. Ensuring key category pages (and as many as
possible content pages) have their own inbound links from other
sites (deep links)
• XML Sitemap is a good „belt and braces‟ tactic ensuring all your
pages get indexed

Put your keywords in key places

On-site SEO: keywords in the right places

<Browser right click view page source…>
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URLs
• Your site‟s page URL structure is the most
important factor in „on-page‟ SEO.
– http://www.most-important.com/veryimportant/important/not-that-important/notimportant-at-all/invisible

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Title Tags
• Title Tags on the index page are the most
important html element on any website.
– The first three words of your Title Tags should
ideally have your main keyword search phrase
– 9-11 words
– no more than 2 repetitions of one word

Meta Description Tag
• A page‟s description tag is an important
aspect in SEO Conversion
– If there are no Description Tags declared on
the page, a search engine will usually use the
first piece of body copy
– 1-2 readable sentences with strong call to
actions directed at the visitor

Keywords Tag
• Meta keywords are no longer an important
factor in Google algorithm. However Bing
& Yahoo do still read this but are unlikely
to use this data as a signal.
– Include 3 – 4 key terms per page
– Order key terms terms by importance

Headings
• Header tags give prominence to elements
such as titles, sub titles & important body copy
such as initial paragraphs.
– H1, H2, H3 tags should appear in a chronological
order throughout the page
– Each page should feature unique headings,
relevant to the content of that page
Help Google to understand
what your page is about!

Body Content
• Use the keywords relevant to that landing
page. Don‟t obsess over keyword
percentages.
– Contextually link to other landing pages using
keyword-rich anchor text relevant to the
destination page it is linking to (not „click
here‟)

Alt tags
• Alt Tags provide a text description of what
an image contains for search engines &
screen readers.
– All images should feature relevant keyword
rich alt text
– Alt text should be 4 – 6 words long

Duplicate Content
• Google tries hard to index & show pages
with distinct information & duplicate
content often lies at the heart of big brands
failure to rank.
– Create unique content
– Robots Text
– 301‟s
– Canonical tag

But don’t overdo it
“All those people doing, for lack of a
better word, over optimisation or overly
SEO – versus those making great content
and a great site. We are trying to make
GoogleBot smarter, make our relevance
better, and we are also looking for those
who abuse it, like too many keywords on
a page, or exchange way too many links
or go well beyond what you normally
expect.”

Matt Cutts

Inbound (back)links carry most ranking
weight!

Source: Moz, 2013 Ranking Factors

Link Profile Analysis
• Knowing who is linking to our site currently
helps us make better decisions regarding
our future link building strategy.
– How many sites are linking to our own?
– How authoritative are these links?
– What anchor text are these links using?

Link Volume
• There are a number of tools that allow us
to measure the volume of back links into
your site.
• Open Site Explorer
• Majestic SEO

Link authority
• A linking website‟s authority is based on:
• How many second level links are pointing to it
• How authoritative these second level links are
• How relevant the content is to your own

Links from high PageRank pages are best

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“Can we have a followed link please?”
• Often, you can (and should) just ask a
webmaster for a link.
– Ask partners & suppliers for links offering
testimonials in return
– Contact relevant non-competitors
requesting reciprocal links
– Offer unique content to relevant sites in
return for links

PR syndication
• Repurposing existing PR or creating SEO
PR for syndication across online PR wires
can prove extremely effective.
– Maintain keyword-rich titles and content
– Request keyword-rich contextual links back to
your primary pages
– Test a mix of paid and free submission
– PRWeb, PRNewswire, PitchEngine

The new reputation signal…

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Cloaking - caution!
• IP delivery for search engine optimization (SEO) is
used to deliver different content to search engine
spiders (=robots =crawlers) than to human visitors.
• Determination if the visitor is a known search engine
spider is based on the IP address. SEOs compare the
visitor's IP address with their list of IP addresses,
known to be servers owned by a search engine and
used to run their crawler applications (spiders).
• Delivery of different content to search engine spiders
from that seen by human visitors is cloaking and is
against most search engines' webmaster guidelines

Black hatters beware!

http://www.youtube.com/watch?v=D2H_Y7h1roQ&feature=em-uploademail

Google algorithm: c.200 factors

http://searchengineland.com

http://www.mattcutts.com/blog/

SEO: further viewing

http://www.youtube.com/user/GoogleWebmasterHelp?feature=watch

From the horse’s mouth…

http://www.mattcutts.com/blog/type/googleseo/
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Continuous improvement
• Google's official position on webmaster best practices really hasn't
changed much over the years. What has changed is the search
engine's ability to enforce these guidelines through improved
algorithms. The implementation of Panda, Penguin, and
Hummingbird has had a big impact
• Google's Matt Cutts says no one should be surprised when a
website that hasn't followed the guidelines is penalized
• To reach the top of the SERPs and stay there in 2014 and beyond,
your website must deserve to be there. It needs to be the best in
class. It must offer the best user experience in that niche
• There are a number of tools that can help you achieve that goal

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Tool #1: moz

http://moz.com/
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Tool #2: Raven tools

http://raventools.com/marketing-tools/seo-software/
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Tool #3: Web CEO

http://www.webceo.com
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Free SEO tools
•
•
•
•

http://www.wordstream.com/free-keyword-tools
http://www.wordtracker.com/
http://www.keywordeye.com/
http://ubersuggest.org/

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Other resources
• http://econsultancy.com/uk/blog/63270-the-future-of-seo-was-pr-is-it-cro-now
• http://econsultancy.com/uk/reports/seo-agencies-buyers-guide
• http://econsultancy.com/uk/forums/best-practice/seo-advice3?page=1#forum_post_14782
• http://www.targetinternet.com/seo-tools-comparison-raven-seomozbuzzstream/
• http://www.sitevisibility.co.uk/services/search-engine-optimisation/

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Hummingbird:
conversation starter
…announced September 2013

SEM = SEO + PPC
• Search Engine Optimisation (SEO)
Helping your site to rank higher in Search
Engine Results Pages for a given keyword (=
phrase).
Depends on relevance (content) and reputation
(inbound links)
• Paid Search = Pay Per Click Advertising (PPC)
Buying ads (e.g. on Google or Bing) to generate
clickthroughs to your website landing page.
For each keyword, ads are sold on an auction
basis.
Ad Rank= £bid x Quality Score

61

How does Google decide how to
rank your page?
Google primarily looks at two things:
• Relevance (content of the page and which
keywords appear where)
And
• Reputation (inbound links from webpages
with high Google PageRank and Google+
page +1s)
63

Good luck and let’s connect!

mike.berry@mikeberryassociates.com
uk.linkedin.com/in/mikeberrylinkedin
http://mikeberryassociates.com
http://twitter.com/mikeberrytweets
65

Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si Oxford College of Marketing

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