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Getting Along with Search
Engines: SEO Tips Tõnis Hinnosaar
altex marketing, partner
Innovative Internet MarketingTMInternet Marketing
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Where we stand
• Search Engine Marketing:
SEM = SEA + SEO
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The Funnel
• http://altex.ee/disain/funnel-flat.pdf
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SEO & SEA long tail
Innovative Internet MarketingTMInternet Marketing
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SEM is becoming the key element for online user
behaviour
Innovative Internet MarketingTMInternet Marketing
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Why is it difficult?
Innovative Internet MarketingTMInternet Marketing
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› Most users click on organic results› Excellent content is needed› You need to know what people search
for before you offer it to them› You need to speak their language
Innovative Internet MarketingTMInternet Marketing
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Searcher Types
• Depends on their Intends– Navigational searches – Informational searches– Transactional searches
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How search engines work
Innovative Internet MarketingTMInternet Marketing
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Process1. Search engines visit websites
automatically2. They index documents3. Carry through queries4. Put results in order
RELEVANCYPOPULARITY
Innovative Internet MarketingTMInternet Marketing
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SERP CTR
• Description (ca 45%)• Title (ca 30%)• URL (ca 20%)• Other – Cached, Similar (ca 5%)
Innovative Internet MarketingTMInternet Marketing
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SEO three legsTechnical
LinkingContent
Innovative Internet MarketingTMInternet Marketing
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1. Technical
• Website “kitchen”• CMS• Stability• Server
Innovative Internet MarketingTMInternet Marketing
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2. Content
• Keyword research• Content creation• Not just text
Innovative Internet MarketingTMInternet Marketing
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3. Linking
• Internal – links on my site• Cross – links between our sites• External – links pointing to my site
from outside
Innovative Internet MarketingTMInternet Marketing
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Onsite and Offsite
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Ranking factors
• There are many• Let’s focus on these that you can
control!
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First: indexing issues...• Session based URLs• Dynamic URLs• 200+ links per page• Frames• Pages available through “secret doors”• Pages available from “drop-down”
menu• Pages available after redirects
Innovative Internet MarketingTMInternet Marketing
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1. Onsite Factors
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Page Title
Innovative Internet MarketingTMInternet Marketing
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Headings (H1 ...)
Innovative Internet MarketingTMInternet Marketing
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Anchor text
Innovative Internet MarketingTMInternet Marketing
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Link magnets
Innovative Internet MarketingTMInternet Marketing
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Unique content
Innovative Internet MarketingTMInternet Marketing
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Redirects (301)
Innovative Internet MarketingTMInternet Marketing
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Image ALT text
Innovative Internet MarketingTMInternet Marketing
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TASK 1
• Tool needed: – Google Adwords Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
– Web Developer Toolbar http://chrispederick.com/work/web-developer/
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(Sub)domain name
Innovative Internet MarketingTMInternet Marketing
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Keyword usage in first 25 -100 words
Innovative Internet MarketingTMInternet Marketing
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Keyword use in body text
Innovative Internet MarketingTMInternet Marketing
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Update frequency
Innovative Internet MarketingTMInternet Marketing
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Sitemap – linked from each page
Innovative Internet MarketingTMInternet Marketing
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JavaScript links
Innovative Internet MarketingTMInternet Marketing
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Download time
Innovative Internet MarketingTMInternet Marketing
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TASK 2
• Tools needed: – Web Developer Toolbar– Site speed tool:
http://www.websiteoptimization.com/services/analyze/
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Keyword density
Innovative Internet MarketingTMInternet Marketing
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Optimising images
Innovative Internet MarketingTMInternet Marketing
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Page URL
Innovative Internet MarketingTMInternet Marketing
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Meta Description
Innovative Internet MarketingTMInternet Marketing
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404 error page
Innovative Internet MarketingTMInternet Marketing
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HTML / CSS validation
Innovative Internet MarketingTMInternet Marketing
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Robots.txt
Innovative Internet MarketingTMInternet Marketing
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Sitemap.xml
Innovative Internet MarketingTMInternet Marketing
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Broken links
Innovative Internet MarketingTMInternet Marketing
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TASK 3
• Tools needed: – Google Analytics:
http://www.google.com/analytics – Validator: http://www.w3.org/– Broken link check:
http://home.snafu.de/tilman/xenulink.html
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2. Offsite Factors
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External link anchor text
Innovative Internet MarketingTMInternet Marketing
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Linking page quality
Innovative Internet MarketingTMInternet Marketing
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Nr. of links on linking page
Innovative Internet MarketingTMInternet Marketing
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Variety of links
Innovative Internet MarketingTMInternet Marketing
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SERP CTR
Innovative Internet MarketingTMInternet Marketing
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Domain/brand search volume
Innovative Internet MarketingTMInternet Marketing
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TASK 4
• Tools needed:– Backlink checker:
http://www.backlinkwatch.com/index.php– Yahoo Site Explorer:
https://siteexplorer.search.yahoo.com/– TouchGraph: http://www.touchgraph.com/– Google Webmaster Central:
http://www.googl.com/webmasters/tools
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[email protected]: tonish50www.altex.ee
Innovative Internet MarketingTMInternet Marketing
Thank you!