guava percussion cms seo

1Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. Guava.co.uk

An introduction to An introduction to An introduction to An introduction to

Search Engine OptimisationSearch Engine OptimisationSearch Engine OptimisationSearch Engine Optimisation

. . . and 5 things you can do.. . . and 5 things you can do.. . . and 5 things you can do.. . . and 5 things you can do.


Who are Guava ?

Over ten years market leading

search engine marketing

experience

Global capacity

218 staff (65 in UK)


Accreditations

Guava are a Google Adwords Qualified Company

Guava are Google Enterprise Partners

Guava are Google Analytics Partners

Guava are Omniture Partners

Guava are members of:

– Internet Advertising Bureau (IAB) (Search Council)– SEMPO (UK working group)– e-consultancy


- What are search engines, why are they

important?

- What search engines do people use?

- How do people use search engines?

- What is search engine optimisation?

- What is pay-per-click advertising?

- 5 things you can do…


What are search engines, why

are they important?


The School of Information Management and Systems at the University of California-Berkeley calculates

…Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytesis like half a million libraries as big as the Library of Congress print collections.

Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books.

http://www.sims.berkeley.edu/research/projects/how-much-info-2003













Yahoo! = 20 billion20 billion20 billion20 billion items in 2005

over 19.2 billion web documentsweb documentsweb documentsweb documents

1.6 billion imagesimagesimagesimages

over 50 million audio and video filesaudio and video filesaudio and video filesaudio and video files

Source: 2005 http://www.ysearchblog.com/archives/000172.html

http://www.ysearchblog.com/archives/000172.html








Google = 50,000,000,00050,000,000,00050,000,000,00050,000,000,000 items?

and we all expect instantaneousinstantaneousinstantaneousinstantaneous

results ☺

and growing


New website visitors which come from a search engine.

(Forrester)

73%


What search engines do

people use?


They did use all of these:


But now they mostly use:


Hitwise.co.uk


“People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per centof the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.”Larry Page, Google


Google's mission is to organize

the world's informationworld's informationworld's informationworld's information and

make it universally accessible

and useful.

Cue scary music & dim lights


How do people use

search engines?


Search experiences

Research/Info (Google, Yahoo, MSN Live)

Commercial (Ebay, Amazon, Rightmove)

News (Google News, Technorati, Digg)

Entertainment (YouTube, IMDB, Pirate Bay)


What is

search engine optimisation?


“Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.”en.wikipedia.org/wiki/SEO


Search engine optimisation is not

considered bad by Google…

…but some search engine

optimisation techniques are.

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291















What is

pay-per-click advertising?


Pay per click(PPC) is an advertisingmodel…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website.

http://en.wikipedia.org/wiki/Pay_per_click










Pay per click advertising is how Google

makes its money

It pays for the services provided by Google

for free that we may sometimes take for

granted


Pay Per Click Adverts

Organic


What can you do?

1) Understand that search engine

optimisation (SEO) is not a magic wand

that can be easily waved after the

website is launched. Consider SEO as a

core part of your development process.


Most common mistakes

URL’s

• Unavailability/broken links

• Complexity

• Inconsistency


Can my pages get into a search engine?Getting into search engines ‘indexed’

• Form based navigation

• Frames

• Flash

• JavaScript

Unavailability


Form based navigation

<form action="browse.php" method="get">

<input name="interest" type="text">

<select name="topic">

<option>option 1</option>



</select>

</form>


Complexity

yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK


yourwebsite.com?var1=value1& var2=value2& var3=value3& yourwebsite.com?var1=value1& var2=value2& var3=value3& yourwebsite.com?var1=value1& var2=value2& var3=value3& yourwebsite.com?var1=value1& var2=value2& var3=value3&

var4=value4&var5=value5var4=value4&var5=value5var4=value4&var5=value5var4=value4&var5=value5


Inconsistency

www.domain.com/path1

www.domain.com/path2

301 redirects, canonical tag

http://www.domain.com/path1









What can you do?

2) Make use of freely available tools to

help you understand how search

engines view your website


www.google.com/webmasters

http://www.google.com/webmasters





What can you do?

3) Describe your content clearly, and at

the same time align it with what

internet users are searching for.


http://trends.google.com/trends







Can my pages perform better in a search engine?

• Title

• Description

• Content

• Images


Title

<title> is the key display element of your

'listing‘ in news and web results.

It is credited with a high-ranking

importance; yet also it needs to be

descriptive and eye catching to ensure

the potential visitor clicks on your listing

within the search engines.


Title

<title>Lipsum Lorem Ipsum</title>


Title

Google shows maximum 72 characters including

spaces

Titles should be descriptive and unique

Currently, the Google News crawler only visits

each article URL once. If you make updates to

the article after Google has crawled it, it won't

be reflected on Google news


Description

Depending on what someone had actually searched for,

Google may use the description or select text from within

the webpage itself to display in the snippet text.


Headings

Headings – H1/H2

The main heading for each page should

aim to include the target keyphrase(s),

be clear and concise, and above all,

useful to your readers.


Images

Images

An image is worth a thousand words

but not in Googlebut not in Googlebut not in Googlebut not in Google


Images

Some websites get a lot of traffic from Google Image Search.

The alt tag can be applied to an image - its main purpose is for user accessibility.

Inserting appropriate target phrases in alt tags and image file names also improves the overall

keyword density and helps search engines understand what the image is about.


What can you do?

4) Encourage users to link to your content,

and implement features that help gain

links.


Measurement of links as a vote

revolutionised search engine technology

(PageRank)

Influences good rankings on most search

engines

<a href="/page.htm">I love youI love youI love youI love you</a>


Links from Internal and External Pages


What can you do?

Use social media to increase brand

awareness, gain traffic and support

your SEO.


Online retailers received more traffic from Social Online retailers received more traffic from Social Online retailers received more traffic from Social Online retailers received more traffic from Social

networks than networks than networks than networks than webmailwebmailwebmailwebmail services in December services in December services in December services in December

2008.2008.2008.2008.


• Social Networking

• Social Bookmarking

• RSS

• Micro Blogging

• Forums

• Usenet (1979)

• Internet Relay Chat (IRC) (1988)

• Bulletin Boards (1970s)


Social Networking

These sites are not so helpful for SEO and

are more used for their immense traffic

potential

They are good for branding,

communication, making connections and

increasing a website's internet

“footprint”


Social Bookmarking

Social Bookmarking

Saving, sharing and sometimes voting on

things you find interesting.


Social Bookmarking

Make sure your content is getting

bookmarked, your competitors is!!!


What can you do?

5) Manage change. Consider processes

and tools to provide an approach for

managing increasingly important

website updates and migrations.


Website updates and migrations

• Site migration best practice (domains, hosting etc)

• Auditing indexed and public pages

• Planning redirects and redirection rules

• Testing redirections have been set up correctly

• Error handling

• Preventing / mitigating against near total loss of

organic search traffic


Summary

1. Understand that search engine optimisation (SEO) is not a magic wand - build it into your processes.

2. Use freely available tools

3. Describe your content clearly - let your content market itself.

4. Encourage users to link to your content - it's a sign of relevance.

5. Manage change - consider the impact of website updates and migrations on where your traffic is coming from.


www.guava.co.uk

http://www.guava.co.uk




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