seo - how does it work, why is it important, and why do we have to do it?
DESCRIPTION
Main Objectives of the SEO Presentation: - To understand what Search Engine Optimisation (SEO) is - To understand how Google works and how it is evolving - To define search ranking factors - The importance of understanding search and how it affects today’s business decisions and strategiesTRANSCRIPT
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SEO SEO
How does it work, Why is it important, andWhy do we have to do it?
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ObjectivesObjectives
• To understand what Search Engine Optimisation (SEO) is• To understand how Google works and how it is evolving• To define search ranking factors• The importance of understanding search and how it affects
today’s business decisions and strategies
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Why SEO?Why SEO?
• Internet growth (a trusted research and lead generation channel)• SEO as part of the Digital Marketing Strategy: e-mail, Social Media,
website development, conversion optimisation• Inbound Marketing
– Non-branded keywords: new customers – Branded keywords: secure sale/reputation/brand strength
• New business acquisition (70% new business)• Supports other channels as a potential path prior to purchasing
(e.g. e-mail – brochure – Search – website – purchase)
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Why Google?Why Google?
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http://www.youtube.com/watch?v=OqxLmLUT-qc
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Why Google?Why Google?Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded)Yahoo: 3,200 searches per second (194,000 per minute; 12 million per hour; 280 million per day; 8.4 billion per month, figures rounded)Bing: 927 searches per second (56,000 per minute; 3 million per hour; 80 million per day; 2.4 billion per month, figures rounded)
5Source:http://theeword.co.uk/seo-manchester/february_search_volume_share_dips_for_google.html
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How does Google work?How does Google work?
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Crawl the web comprehensively and deeply
Rank and Serve those pagesand return the most relevant ones first
Index pages
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Crawl the web comprehensively and deeply
In the past Google would stay without crawling the web for 3 to 4
months
Page rank as the primary determinant. The more page rank you have- that is, the more people who link to you and the more
reputable those people are- the more likely it is we're going to discover your page relatively
early in the crawl.
The Google DanceCrawling the web used to take 30 days
And then Google would index for a week.Another week to push that data out.
In 2003, Google switched to crawling a fairly significant chunk of the web every
day.No longer waiting the crawling to finish to
start indexing
Google is getting faster: updates are found very quickly
Segment the web
FreshnessFind updates
quicklyMain Index
Supplemental Index
Googlebots
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Index pagesIndexing is basically taking
things in word order.Keyword Inverted Index
Trading ConferenceEquity
Documents or Pages
14567
3505,605
10,000
71267
8545,605
10,000
74567
4535,605
22,500
The whole process of doing the index is reversing, so that instead of having the documents in word order, you
have the words, and they have it in document order
What documents will match “Equity Trading Conference”?
Google finds the documents that they believe have those words, either on the page or maybe in back links,
in anchor text pointing to that document.
Equity Trading ConferenceEquity Trading
Equity ConferenceTrading Conference
Keyword placement and proximity
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Google uses page rank as well as over 200 other factors to rank a site to a given keyword.
All those machines return their matches. what's the creme de la crème?
What's the best page that matches this query across the entire index? And then Google takes that page and try to show it with a useful
snippet. And you get it all back in under half a second.
Rank and Serve those pagesand return the most relevant ones first
Provide most appropriate results for the user
Google provides different results for people:
Different countries - .co.uk/.com/.jp/.com.br
Different languages (PC set up)
Individual behaviour (previous visited sites, previous performed searches
Query independent metrics
Not only Keyword (on-page)Off-page too (PageRank or
page authority
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Search Engine Results PageSearch Engine Results PageSERPSERP
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Paid Listing (PPC Bidding)
Organic Search (SEO)
Other Ads
10 per page
10-15% of clicks
85-90% of clicks
Site Links
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How important is it to be #1?How important is it to be #1?
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Branded and Non-branded Branded and Non-branded KeywordsKeywords
Branded• Small search universe• Target customers that have heard
of our brand before
Non-branded• Huge universe• Allows us to reach 70% of new
business• Vast potential (multiple relevant
keywords/keyterms)• Customers not necessarily looking
for a conference
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Branded and Non-branded Branded and Non-branded KeywordsKeywords
Branded Non-branded
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TradeTech
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Search Engine Optimisation Search Engine Optimisation and the way its evolvingand the way its evolving
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Past
Keyword Stuffing
Quantity of Backlinks
Search Engine Manipulation
Today
From now on
More relevance in Social Factors
Natural On-Page Optimisation
Over-Optimisation Penalty
Social Factors
Backlinks Quality and not Quantity
Site Quality and Content
Facebook Search
Harsh penalties for Search Engine Manipulation
Hidden Keywords
Visitor’s Interaction
Content Usability, Readability, Design
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Ranking FactorsRanking Factors
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Future of SearchFuture of Search
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Bad site structure Password - https
SEO Best PracticesSEO Best Practices
rel="nofollow"
keyword
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SEO - Medium Term StrategySEO - Medium Term Strategy
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Keyword ResearchAudit
Page AnalysisStrategy
Keywords
On-Page Optimisation
Off-Page Optimisation
Tracking
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SEO Activities ModelSEO Activities Model
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Audit & Keyword ResearchThe backbone of your SEO activity
On-Page Optimisation
25%
Off-Page Optimisation
75%
Keyword Performance Analysis/Review
Ways to move your SEO forward
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KeywordsKeywords
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Keywords Selection
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Is the keyword relevant to our business? Does it bring qualified and potential traffic?What does our GA data tells us about the traffic?
How competitive my keywords are? Can I potentially rank above other sites or are they more authoritative and optimised then mine?
Are people using my keyterms in Search Engines? Will I secure a certain level of visitors if I improve my site position in SERPs?
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Keyword GroupsKeyword Groups
A keyword group is a set of keywords which derive from one or two main keyterms•Geospatial•Geospatial intelligence•Geospatial intelligence London•Defence geospatial intelligence•Defense geospatial intelligence•Geospatial intelligence agency•Geospatial agency•Geospatial agency London•Geospatial analysis•Geospatial sciences•Geospatial software
The main purpose of a keyword group is that we do not only concentrate on one keyword but also understand that keywords can be used with variants in searches (Geospatial as a broad match). By looking at variants of the main broad keyword we can then categorise them by the level of relevance, traffic volume and competition.
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The Long TailThe Long Tail
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e.g. conferences geospatial sciences europe 2012
20% of searches performed everyday have not yet been performed beforeWe can’t optimise for what we don’t know, but we can be open for the unknown
[T]here are known knowns; there are things we know we know.
We also know there are known unknowns; that is to say we know there are some things we do not know.
But there are also unknown unknowns – there are things we do not know we don't know.
United States Secretary of Defense Donald Rumsfeld
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Why Should We Bother?Why Should We Bother?
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Because It Works!
For crying out loud!
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ConclusionConclusion
• SEO is constantly evolving and old (manipulative, spammy, black-hat) techniques are no longer working
• The practice of treating SEO as an isolated channel is dead• SEO is now part of a bigger thing: the marketing mix• SEO has to be incorporated in PR, Social Media, Content
Strategy and other marketing activities. Only then we will see positive effects and ROI.
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Any Questions?Any Questions?
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Ask the SEO Croc!