First Things First
SEO is Free
SEA is Paid
SEO + SEO = SEM (Search Engine Marketing)
SEA is how you improve the visibility of your website
Content + SEO is key
Things to Note About SEO
1. Its measurable but not easy to deploy
2. Its about ranking, and you constantly have to do this
3. ROI is over a longer period of time
4. Speed of deployment is immediate
5. Its about quality not quantity
6. Quality means relevance and reputable
Websites should be 85% SEO and 15% SEA
After page 1 you are dead!
If I am logged into Google and I search this gives me a different result than if I use another pc!
All searches rank are relative to the audience
Yellow = Paid – Google gets money everything these are clicked!
How Do Search Engines Work?
1. Crawling – website links to other websites
2. Indexing – databases
3. Searching – as in you search
1. New inbound links from genuine sites
2. New and fresh content needed
Inbound or Marketing Content
1. Quality content
2. Keyword search
3. Link building
DHL spend €100,000 per month getting “inbound links”
If you are logged into Google and I search for something, I will get a different set of results if I was logged into ano PC.
All searches ranked are relative to your audience.
Yellow ads = Paid, so Google gets money every time this/these is/are clicked.
SO WHAT IS SEO?
Its the process of improving the visibility of a website or a web page in search engines via “natural” or “unpaid” (Organic or algorithmic) search results.
SEO + SEA = SEM
Main difference SEO is ROI (Long term)
SEA is ROI (Short term) – Flexible, measurable and speed deployment
85% of listings is SEO and 15% SEA
53% is the 1st link of results, share in organic clicks by rank.
CTR = Page 1 of Google is 91.5% of google traffic
Page 2 is 4.8%
Understanding Search Engine Algorithms
No 1 = Google+ 0.46
No 2 = Facebook shares 0.34
No 3 = No of backlinks 0.34
But recently Google announced they will be dropping Google+
How do Search Engines work?
1. Crawling – Websites links to other websites
2. Indexing – Into databases
2. Link Building
3. Keyword Research & Targeting
4. Accessibile, Quality Content – e.g. Sitemaps
Twitter, Facebook, LinkedIn, Google+ etc discovery funnel
Your URL into browser via a bookmark or untagged link – 20%
Referral – A link from ANO website – 30%
Organic – A link from a search engine result – 50%
Accessible, Quality Content
Putting keywords into URLs – relevant
Keyword Research & Targeting
Google keyword tools is good for Google ads only
Look for words that people use
Think in clusters “few words”
Go into the client and ask them e.g. “Tell Me”
CEO will tell you what you want to hear
Sales people are better (Customer spoke)
Don’t forget to talk to the competition
Long Tail in the Search
The more accurate words the more likely to converse
3-4 words = 35% Conversion CTR
Below The Fold is No Good!
Exact Match + Broad Match
Show have two exact matches + a few broad matches
Anymore looks like “Keyword Stuffing”
Google has a series of rules, so as long as there are not broke by clients all is well
Check out LDA = Latent Dirichlet Allocation and Topic Modelling
Google is mapping every word and needs so much computing power to calculate & rank this
Does not show on the main page but in the text
“Tools – View Source” = Meta Tags
Tag length recommendation (75 to 92 characters is a good URL)
Up to recently Ryanair did not say “Cheap Flights”
Anchor text reflects better where some other websites refers to your website
You should include “Anchor Text” in your press release, simply ask them to include this and embed hyperlinks and ask them to copy/paste
Image Alt Text – Elephant
Google only recognises the image so text here is key
Call your picture as it is and save it descriptively
e.g. African Elephant
Put some text under your picture too
e.g. African Elephants are the largest land creatures
This helps your SEO rank when “African Elephants” are inputted
Avoid duplicates on your website – Google does not like this!